<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-3575</journal-id>
<journal-title><![CDATA[Comunicação e Sociedade]]></journal-title>
<abbrev-journal-title><![CDATA[Comunicação e Sociedade]]></abbrev-journal-title>
<issn>2183-3575</issn>
<publisher>
<publisher-name><![CDATA[Centro de Estudos de Comunicação e Sociedade - Universidade do Minho]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-35752026000102002</article-id>
<article-id pub-id-type="doi">10.17231/comsoc.49(2026).6812</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Entre o Enigma da Cidade e o Feed Digital: A Feira das Brecholeiras e o Território Urbano de Madureira]]></article-title>
<article-title xml:lang="en"><![CDATA[Between the Enigma of the City and the Digital Feed: The Brecholeiras Fair and the Urban Territory of Madureira]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Brennand]]></surname>
<given-names><![CDATA[Jorgiana Melo de Aguiar]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Freitas]]></surname>
<given-names><![CDATA[Ricardo Ferreira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Lacerda]]></surname>
<given-names><![CDATA[Igor]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade Federal do Rio de Janeiro Escola de Comunicação Programa de Pós-Graduação em Comunicação e Cultura]]></institution>
<addr-line><![CDATA[Rio de Janeiro ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidade do Estado do Rio de Janeiro Faculdade de Comunicação Social Programa de Pós-Graduação em Comunicação]]></institution>
<addr-line><![CDATA[Rio de Janeiro ]]></addr-line>
<country>Brasil</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidade Federal de São Paulo Instituto de Resistência aos Antimicrobianos de São Paulo ]]></institution>
<addr-line><![CDATA[São Paulo ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>01</month>
<year>2026</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>01</month>
<year>2026</year>
</pub-date>
<volume>49</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-35752026000102002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-35752026000102002&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-35752026000102002&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo Madureira é um dos bairros mais pulsantes do subúrbio da cidade do Rio de Janeiro. Palco de ocupações criativas na rua, Madureira revela-se como um espaço concreto e imaginado, atravessado por memórias, afetos e práticas cotidianas que reinventam suas ruas, praças e viadutos, como o Negrão de Lima, considerado a principal via de acesso ao bairro. Aos sábados, o baixio daquele espaço se transforma na Feira das Brecholeiras, evento que comercializa artigos novos e usados a preços atrativos. O objetivo deste artigo é discutir a forte conexão da feira com Madureira, considerada o coração simbólico do subúrbio carioca. Investigamos como essa relação é narrada por meio da análise de postagens, reels e stories, publicados, entre 29 de julho e 31 de agosto de 2025, nos canais oficiais de divulgação do evento: duas páginas no Facebook (Brecholeiras e Brecholeiras - CUFA Madureira/RJ Vitrine Virtual) e um perfil no Instagram (@brecholeirasoficial). Avaliamos também alguns conteúdos veiculados no YouTube por outros canais, por entendermos que funcionam como espaços para divulgação do evento e do território urbano de Madureira. O estudo foi conduzido a partir da articulação entre levantamento bibliográfico e análise da narrativa, com foco na construção e representação do dia a dia de Madureira nas postagens analisadas. Buscamos, assim, identificar narrativas que evidenciam a conexão entre o evento e Madureira, revelando como um divulga o outro em suas vivências cotidianas. Em conclusão, identificamos narrativas que revelam a conexão entre a Feira das Brecholeiras e o bairro, explicitando que ambos se promovem e se complementam mutuamente.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract Madureira is one of the most vibrant neighbourhoods in the suburbs of Rio de Janeiro. As a site of creative street occupations, Madureira emerges as both a tangible and imagined space, interwoven with memories, affections, and everyday practices that reinvent its streets, squares, and viaducts, such as Negrão de Lima, considered the main access route to the neighbourhood. On Saturdays, the low-lying areas of this space transform into the Feira das Brecholeiras (Brecholeiras Fair), an event selling new and second-hand items at attractive prices. This article examines the strong connection between the fair and Madureira, regarded as the symbolic heart of the Carioca suburbs. The relationship is explored through the analysis of posts, reels, and stories published between 29 July and 31 August 2025 on the official event channels: two Facebook pages (Brecholeiras and Brecholeiras - CUFA Madureira/RJ Vitrine Virtual) and an Instagram profile (@brecholeirasoficial). Selected YouTube content from other channels was also analysed, given its role in promoting both the event and the urban territory of Madureira. The study combined a bibliographic survey with narrative analysis, focusing on the construction and representation of Madureira&#8217;s everyday life in the analysed posts. The aim was to identify narratives that highlight the connection between the event and the neighbourhood, revealing how each promotes the other in their everyday experiences. In conclusion, the findings demonstrate narratives that expose the link between the Feira das Brecholeiras and Madureira, showing that both mutually promote and complement one another.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[cidade-enigma]]></kwd>
<kwd lng="pt"><![CDATA[território urbano]]></kwd>
<kwd lng="pt"><![CDATA[subúrbio]]></kwd>
<kwd lng="pt"><![CDATA[Madureira]]></kwd>
<kwd lng="pt"><![CDATA[Feira das Brecholeiras]]></kwd>
<kwd lng="en"><![CDATA[city-enigma]]></kwd>
<kwd lng="en"><![CDATA[urban territory]]></kwd>
<kwd lng="en"><![CDATA[suburb]]></kwd>
<kwd lng="en"><![CDATA[Madureira]]></kwd>
<kwd lng="en"><![CDATA[Feira das Brecholeiras]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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<given-names><![CDATA[O. G.]]></given-names>
</name>
</person-group>
<source><![CDATA[O fenômeno urbano]]></source>
<year>1979</year>
<page-range>11-25</page-range><publisher-name><![CDATA[Zahar]]></publisher-name>
</nlm-citation>
</ref>
<ref id="B26">
<nlm-citation citation-type="book">
<person-group person-group-type="author">
<name>
<surname><![CDATA[Spink]]></surname>
<given-names><![CDATA[M. J.]]></given-names>
</name>
</person-group>
<source><![CDATA[Linguagem e produção de sentidos no cotidiano]]></source>
<year>2010</year>
<publisher-name><![CDATA[Centro Edelstein de Pesquisas Sociais]]></publisher-name>
</nlm-citation>
</ref>
</ref-list>
</back>
</article>
