Otavio Frias Filho, who took over as editor of Folha shortly before his death in 2018, opened up discussions on journalistic standards in his work "Antimanual de jornalismo" written in 1984. The piece served as a self-critical examination of journalism practices, addressing the disconnect between journalists and readers. He pointed out that very few readers engage fully with articles, suggesting that journalists are creating work without a clear understanding of their audience.

In discussing journalistic objectivity, Frias Filho asserted that the concept shouldn't be viewed as an individual endeavor of sincerity or effort, but rather through a structured method. He believed that striving for objectivity required an assembly of diverse perspectives, emphasizing that truth must be approached through comprehensive understanding and acknowledgment of biases, distortions, and tendentious views.

His reflections resonate with ongoing debates about media professionalism and ethics, particularly in a time when the nature of news consumption is evolving rapidly. Frias Filho's insights remind journalists of the need to apply rigorous standards and methodologies to bridge the gap between their narratives and the exigent reality of their audience's reception, reinforcing the imperative for responsible journalism.