Public media services in times of emergency and the need for innovation amidst excess

Interview

Authors

DOI:

https://doi.org/10.34629/cpublica.971

Keywords:

Public Media Service, Public Communication, Institutional Innovation, Communication Policies

Abstract

Dr. Jorge Duarte is a leading figure in Public Communication studies in the Latin American context. In this interview — conducted by researchers Eloisa Galdino and Elton Bruno Pinheiro — the journalist, public relations professional, professor, and researcher delves into the debate on the role of Public Service Media (PSM) in consolidating democracy and promoting citizenship. Duarte argues that PSM should be pluralistic, transparent, and socially relevant, overcoming political dependence and traditional models. Faced with what he characterizes as a “time of urgency,” he highlights the need for “institutional innovation” in PSM, with openness to partnerships, collaboration with social movements, independent production, solutions journalism, and interactive experiences. In his view, the Brazilian PSM is particularly challenged to present what is relevant amidst excess, guarantee trust amidst polarization, and provide a sense of citizenship amidst fragmentation, consolidating itself as an essential service to democracy.

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Author Biographies

  • Jorge Duarte, Brazilian Association of Public Communication – ABCPública

    Jorge Duarte holds degrees in Journalism and Public Relations and a doctorate in Social Communication. He is a researcher, postgraduate professor, and author or editor of several books related to topics such as public and corporate communication, memory, public policy, journalism, and public relations. He is the curator of the Advanced Program in Public Communication at Aberje/ABCPública and president of ABCPública. An analyst at Embrapa since 1990, he worked from 2004 to 2012 in the Secretariat of Communication of the Presidency of the Republic, where he directed the Public Communication Unit. He received the Educator of the Year Award (2021) and the Jabuti Prize (2024).

  • Elton Bruno Pinheiro, University of Brasília

    Integrated Researcher and Professor of Communication Sciences at the University of Minho (UM). Researcher in the Postgraduate Program in Communication at the University of Brasília (UnB). PhD in Communication and Society from UnB. Post-doctoral studies in Communication Sciences at the Center for Communication and Society Studies (CECS/UM). Master's degree in Communication and Audiovisual Media Cultures and Bachelor's degree in Social Communication from the Federal University of Paraíba (UFPB). Studies Public Media Services, Journalism and Sound, in their relationships with information quality, media literacy and innovation.

  • Eloisa Galdino, University of Brasilia

    She is a communications specialist and holds a Master's degree in Social Communication from the Federal University of Sergipe. She has worked in the areas of communication management and public policy since graduating. She was Director of Marketing and Multimedia for the City of Aracaju from 2000 to 2006, and Secretary of Communication for the State of Sergipe from 2007 to 2009. In 2009, she assumed the position of Secretary of State for Culture, where she remained until January 2015. She worked in the planning and execution of film, music, and cultural festival projects. She was also a substitute professor of Social Communication at the Federal University of Sergipe from 2005 to 2007 and a member of the National Council for Cultural Incentives. Currently, she is an Advisor for Social Participation and Diversity at Empresa Brasil de Comunicação (EBC) in Brasília and a special student in doctoral courses at the University of Brasília (UnB).

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Published

2025-12-15

Issue

Vol. 20 No. 39 (2025): Number with Special Issue

Section

Special Issue: Public Service Media and Innovation

License

Copyright (c) 2025 Direitos do Autor (c) 2025

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

Public media services in times of emergency and the need for innovation amidst excess: Interview. (2025). Comunicação Pública, 20(39). https://doi.org/10.34629/cpublica.971