Thinking about the innovation of public communication in the strict sense

paths and challenges of the Brazilian case

Authors

DOI:

https://doi.org/10.34629/cpublica.1014

Keywords:

public communication, public service media, ombudsman, innovation

Abstract

The interview with Joseti Marques presents a critical and in-depth analysis of the structural, political, and epistemological challenges within the broad field of “public communication” in Brazil. Drawing on her professional trajectory and extensive experience at the Ombudsman’s Office of the Empresa Brasil de Comunicação (EBC), Marques discusses the tensions between public, state, and private communication, questioning the adoption of the concept of “Public Service Media” in the Brazilian context. She highlights key weaknesses such as governmental interference, the absence of a distinctive discursive model, and the difficulty in consolidating an autonomous institutional identity. At the same time, she points to innovation, social participation, and collaboration with universities as essential paths for strengthening the sector. The interview also emphasizes the importance of understanding contemporary phenomena, such as disinformation, through complex approaches, arguing that public media can play a strategic role in promoting democracy, citizenship, and critical thinking.

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Author Biographies

  • Joseti Marques, Instituto Atrium

    A professional journalist, she holds a Master’s degree and a PhD in Communication and Culture from the Federal University of Rio de Janeiro (UFRJ) and has completed postdoctoral research at the University of Brasília (UnB). She is a member of the UNESCO MIL Alliance and the Latin American Association of Communication Researchers (ALAIC). She is Director of Research at the Atrium Institute, a civil society organisation, where she works on the development of projects in media and information literacy using Citizen Science approaches. Her work has focused on the critical analysis of the relationships between communication, democracy and symbolic power in the Brazilian context.

  • Elton Bruno Pinheiro, Universidade de Brasília

    Assistant Researcher and Lecturer in Communication Sciences at the University of Minho (UM). Researcher in the Postgraduate Programme in Communication at the University of Brasília (UnB). PhD in Communication and Society from UnB.  Postdoctoral fellow in Communication Sciences at the Centre for Communication and Society Studies, UM. Master’s degree in Communication and Media Cultures and Bachelor’s degree in Social Communication from the Federal University of Paraíba (UFPB). He studies Public Media Services, Journalism and Sound, focusing on their relationship with the quality of information, media literacy and innovation.

  • Luís Santos, Universidade do Minho

    Associate Professor of Communication Sciences at the University of Minho. He holds a PhD in Communication Science from the University of Minho and a Master’s degree in International Politics from the School of Oriental and African Studies (SOAS) – University of London. He was a journalist for over a decade, having worked in the press, radio and television. He is interested in the changes taking place in journalism, in the formats that help to rethink it, and in the regulatory frameworks of new information spaces. He is an elected member of the General Council of the University of Minho and deputy director of the Centre for Communication and Society Studies.

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Published

2026-06-30

Issue

Vol. 21 No. 40 (2026): Number with Special Issue

Section

Special Issue: Public Service Media and Innovation

License

Copyright (c) 2026 Copyright (c) 2025 Author and Comunicação Pública

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Os conteúdos da Comunicação Pública estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.

How to Cite

Thinking about the innovation of public communication in the strict sense: paths and challenges of the Brazilian case. (2026). Comunicação Pública, 21(40). https://doi.org/10.34629/cpublica.1014