HOLISTIC WOMEN: "GREEN BLOUSE" NURSES TO THE SERVICE OF THE NATION

This study aims to investigate the role assigned to the holistic nurse and the education she receives to perform her role with maximum efficiency within the Brazilian Holistic Action (Acao Integralista Brasileira), a right-wing political party that emerged in Brazil in the 1930s. It uses holistic newspapers, the "Holistic Encyclopedia" collection, and records about the Holistic School of Nursing which compose the criminal collection by the Political Police, organized by the Special Police of Political and Social Safety as source material. As a result, the study presents a significant investment of holistic thinking in formally educating nurses, women who took the opportunity of the moment to expand their social arenas. It concludes that, although holistic thinking strengthened social roles described as female, the women's relationship with the movement was innovative because it enabled new practices and representations that they also started to develop in the public sphere, for example, working as nurses.

COMMUNITY OF ORIGIN EFFECTS ON VIRTUAL BRAND COMMUNITIES PARTICIPANT

The question about the effectiveness of companies in maintaining their own communities versus benefiting from the ones owned by consumers remains open. We examine differences between firm-managed and customer-managed brand communities regarding the impact of perceived psychographic homogeneity, availability of virtual avenues and relationship with the brand on the community's influence on members and the assessments and intentions of community participants. Data were obtained from 555 respondents in two leading Microsoft XBOX brand communities in Brazil. Results indicate that management of the community of origin is the moderator of all considered relationships. Also, the most favorable effects for the company occur in the community that is not directly controlled and managed by the company itself. Brand loyalty, however, is higher for members of the official brand community. Guidelines on how companies can benefit from consumer-managed communities are discussed.