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Journalists construct a public image through each of their produced texts. Regarding cinema journalism, the feature stories are the result of multiple semiotic relationships established between the cinematographic products, the artists involved with the cinema production, and the possible expectations of the readers related to the journalistic texts, as well as viewers of the films and the depicted artistic contexts. A semiotic analysis of a feature story on the documentary Todos os Paulos do Mundo, written by the journalist Luiz Carlos Merten, reveals the construction of what semiotics calls signic actions. Such actions recover the film creation process and its produced meaning related to contemporary Brazilian production of cinematography.

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