Is a retrospective of Luis Paixão Martins' career, mentor of the NewsMuseum, radialist in the 70's, journalist in the 80's, and Communication consultant for about 30 years. This book presents a unique behind the scenes view of the world of the Media and Communication.
Vale e Azevedo is now a public figure of the Portuguese society, has even become famous, a celebrity. Lawyer, businessman, ceased to be an anonymous name in 1996, gained popularity in 1997 and became president of Benfica. First he lost the elections, then won them, and to this end is no stranger to a communication strategy in which he has demonstrated to dominate the media agenda. In this study, an answer is then sought for the original question: How did Vale e Azevedo construct an identity that made him a compulsory protagonist in the Portuguese sports newspapers?