Plataformização e Novos Modelos de Negócios no Jornalismo: Apontamentos sobre o Jornalismo de Marca do Estadão Blue Studio

This paper seeks to understand the implications of the platformization phenomenon in the reconfiguration of journalistic companies' business models, through the lens of brand journalism practices – understood as a convergence between journalistic techniques and protocols and communication strategies for brands. The qualitative research, with a multi-method approach, combines a literature review, documentary analysis to map the products and services offered by Estadão Blue Studio (ESB), as well as semi-structured interviews. The study shows that the ESB meets the demands of the current media landscape and the need for sustainability of the Estadão Group, although it can compromise the symbolic and cultural capital of journalistic credibility.