Paper and screen : an analysis of the multiplatform journalism of Elle Brasil Magazine

Abstract

This study examines the dynamics between multiplatform and print formats within the context of media convergence by comparing two distinct versions of the same journalistic brand: the printed Elle Brasil and the digital Elle View. The research adopts a qualitative approach, combining documentary and bibliographic analysis with a comparative case study, supported by a semi-structured interview with the magazine’s editor-in-chief. Two pairs of editions published in 2022 were analyzed, focusing on four axes: text, section, theme, and convergence. Elle View was also assessed using criteria specific to digital-native magazines–hypertextuality, interactivity, and multimodality. The findings show that while both formats share the same team and editorial line, they serve different purposes: the print edition takes on an analytical and collectible character, targeting the luxury market, whereas the digital version emphasizes current topics, accessible language, and ephemeral consumption. The study reveals that these differences reflect strategic positioning rather than just format variation, and highlights the untapped potential of digital features. Although limited in scope, the study remains relevant and opens new avenues for research on multiplatform journalism.