Background: The aim of this study is to evaluate the science content published on Brazilian running magazines. In the country there are about 5 million people who practice track and
field running and at least 5 monthly magazines destined for this specific public. It was observed that the number of running events also showed a meaningful increase. While in 2001 the city of São
Paulo has realized only 11 official running competitions, in 2009 these events reached the number of 300. The development of the modality has been generated a significant increase of sports magazines
readers, who demands more and updated information about the activities. Therefore the attempt to include and reference scientific studies in order to endorse their journalistic pieces is being largely
used in this magazines.
Methods: Trying to verify how is done the communication of science in this kind of sports magazines, we used Content Analysis to investigate it in two different running magazines. The
intention was not only to analise how to improve the science communication between scientists and journalists but also propose a reflection about the kind of lifestyle designed by this magazines. And
for that we used Cultural Studies.
Results: Sport studies hasn´t been properly exposed. The dialogue between scientists and journalists is close to inexistent in Brazil, and the content of science disclosed in the
magazines reflects it: the results are been published without proper contextualization, which gives the reader the idea of promises and miracles, believing they can (and should) apply the methods in
Conclusions: We found the existence of a certain type of readers who are located between the recreational practitioner and the professional athlete, that see sports activities as
"serious leisure", as defined by Stebins. So, despite this magazines adresses a public that deals with sports as a source of leisure (non-professional) topics on how to improve running based on the
science of high performance encourages the reader to want to be better and faster. We also observed how it reflects in the modern man: If on one hand he has become a faster (and injured) runner, in
other hand, the desire for a machinery performance is removing from the practice the freedom of a playful and unpretentious sportive activity.