摘要：PRÉ-COBERTURA DA COPA DAS CONFEDERAÇÕES DO JORNAL FOLHA DE SÃO PAULO – MÍDIAS PROJETANDO um sucesso lucrativo COBERTURA PREVIA DE LA COPA DE LAS CONFEDERACIONES EN EL PERIÓDICO FOLHA DE SÃO PAULO – Medios de masa proyectan un éxito lucrativo ABSTRACT The present descriptive, quali-quantitative study analyzed a corpus comprising issues from the Brazilian newspaper Folha de São Paulo published from March 1 to June 15, 2013, which were read in full. The aim of this paper was to identify and interpret the production of meaning established by Folha de São Paulo in the pre-coverage of Brazil 2013 Confederations Cup. A total of 107 issues of the newspaper were analyze to assess and interpret the agenda and the bias adopted by the newspaper, considering texts, images, editorials, reports, panels, other online channels, and advertisements. The inferences obtained from this analysis were related to the following categories, which were formulated based on units of meaning: Sport result; Sport economy; Infrastructure; Political and social issues, and Publicity. We concluded that the newspaper Folha de São Paulo has the right to choose what, in its point of view, is more relevant for the society: attracting powerful sponsors or focusing its reports on discussing how to stimulate the development of the country and providing constructive information to a non-critical society.
