Productive relations in creative industries: work, cultural consumption and identity support in publishing companies/Relacoes de producao em industrias criativas: trabalho, consumo cultural e sustentacao identitaria em editoras infantojuvenis

This paper presents results of a study that aimed to explore work relations in a creative industry: children's and young adult literature publishing companies. Work relations refer to organizing practices and individual attitudes towards work. To achieve the research goals, an exploratory approach was adopted and qualitative evidence was gathered concerning six publishing companies located in Minas Gerais, Rio de Janeiro and Sao Paulo. Data were analyzed in an interpretive way, through evidence triangulation collected from the following sources: i) in-depth interviews with the six editors-in-chief; ii) direct observation at the publishing companies; iii) websites of virtual communities of consumers interested in the publishing companies' products. The results indicate that managerial practices adopted by the publishing companies embrace organizing flexibility and, more significantly, that publishers have an extended understanding of the production and consumption processes of their cultural goods (books) that encompasses the integration of editors, authors and consumers in virtual communities of practice. In this relationship, the publishing companies pursue economic viability, while consumers pursue identity support--and that lead consumers adhere to the production process seeking only subjective compensations, thus transforming themselves into an unpaid workforce for the companies. Keywords: creative industries; publishing companies; work relations; virtual communities; telework. Este artigo apresenta resultados de uma pesquisa que objetivou analisar as relacoes de trabalho em organizacoes de uma industria criativa: as editoras voltadas para o publico infantojuvenil. As relacoes de trabalho referem-se a questoes organizativas e a relacoes pessoais com o trabalho. Para tal estudo, foi realizada pesquisa exploratoria, com evidencias de cunho qualitativo, relativas a seis editoras sediadas nos estados de Minas Gerais, Rio de Janeiro e Sao Paulo. Os dados foram analisados de forma interpretativa, recorrendo-se a triangulacao de evidencias, a partir das seguintes fontes: i) entrevistas em profundidade, realizadas com os seis respectivos editores responsaveis; ii) observacao direta nas editoras e iii) consultas a sites de comunidades de consumidores ligados aos produtos dessas editoras. Os resultados indicam que as praticas de gestao adotadas envolvem nao so flexibilidade organizativa, mas, principalmente, um entendimento ampliado do processo de producao e de