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Based on critical theories of communication and especially on Dominique Wolton and Lucien Sfez, this article discusses the use of the concept of “interactivity” as a market argument in newspapers redesign. The cases presented are Estado de Minas and O Tempo, newspapers of Minas Gerais, Brazil, and its graphic changes occurred, respectively, in 2004 and 2008. They are also cited redesigns of the Folha de Sao Paulo over the decades of 1980-90. It is concluded that there was a historical argumentation related to promises of interactivity and attention to the reader.

estudos em jornalismo e mídia

&lt;b&gt;Discursos sobre leitura e interatividade em reformas gráfico-editoriais de jornais impressos em tempos de tecnologias digitais&lt;/b&gt;&lt;br&gt;DOI:10.5007/1984-6924.2010v7n1p110