Researching and designing GREAT; the extremely condensed hybrid urban block

The fact that the hybrid building is an extremely condensed urban block which increases the city’s density and contributes to the public realm of the city – horizontally as well vertically - forms one of the key interests of this documentation, research and master studio work. The “ground scraper” is not only public because of the character of its plinth facing surrounding streets, but also in regard to its interior space that is partly accessible to public. As such the European hybrid building potentially extends the city’s public domain horizontally and vertically into the building’s interior and links the public domain inside and outside. Notwithstanding, the hybrid building due to its specific and unconventional character represents a truly urban architecture that was unfortunately often rejected in the name of ‘purity’ of form and function during the twentieth century. Or with other words, its rejection demonstrates the domination of the building’s plan opposed to the section. Today, new frameworks for the city, like the “compact city,” ask for innovative interpretations and designs of building types, worthy to be investigated and proposed. The architectural type of the hybrid building, (re)defines and expresses the relation between architecture and the city in a specific manner. To begin with, the city of Rotterdam forms the first test-case of the Hybrid’s project to document and discuss statements, such as “the hybrid building has a long- standing tradition within this ‘modern city”, “it is a machine for urbanity,” “it enlarges the city,” “it innovates because of its ambitiousness but also because of necessity,” “it combines to activate,” “it asks for extraordinary design intelligence and craftsmanship.” A special way of drawing is developed to document, analyse and compare historical and contemporary representatives of the species. The method includes panoply of scales ranging from the morphological arrangement on the scale of the city, the typologies of stacking diverse programs to the architectural features that establish the mutual relationship between the public space of the city and the interior of the building. Basically the features analysed within the series of drawings are also constitutional for (the success of) every future hybrid building.

Reading hybrid texts : remarks on text/image transitions

The reading of printed materials implies the visual processing of information originated in two distinct semiotic systems. The rapid identification of redundancy, complementation or contradiction rhetoric strategies between the two information types may be crucial for an adequate interpretation of bimodal materials. Hybrid texts (verbal and visual) are particular instances of bimodal materials, where the redundant information is often neglected while the complementary and the contradictory ones are essential.Studies using the 504 ASL eye-tracking system while reading either additive or exhibiting captions (Baptista, 2009) revealed fixations on the verbal material and transitions between the written and the pictorial in a much higher number and duration than the initially foreseen as necessary to read the verbal text. We therefore hypothesized that confirmation strategies of the written information are taking place, by using information available in the other semiotic system.Such eye-gaze patterns obtained from denotative texts and pictures seem to contradict some of the scarce existing data on visual processing of texts and images, namely cartoons (Carroll, Young and Guertain, 1992), descriptive captions (Hegarty, 1992 a and b), and advertising images with descriptive and explanatory texts (cf. Rayner and Rotello, 2001, who refer to a previous reading of the whole text before looking at the image, or even Rayner, Miller and Rotello, 2008 who refer to an earlier and longer look at the picture) and seem to consolidate findings of Radach et al. (2003) on systematic transitions between text and image.By framing interest areas in the printed pictorial material of non redundant hybrid texts, we have identified the specific areas where transitions take place after fixations in the verbal text. The way those transitions are processed brings a new interest to further research.

A influência do ciclo menstrual no comportamento de compra

O comportamento do consumidor é um dominio que resulta da confluência de múltiplos saberes e que recorre a diversas metodologias. A partir do conceito de mudança ovulatória e de alguns achados recentes, que sugerem diferenças no comportamento de compra e nas preferências da mulher, nas diferentes fases do ciclo menstrual – em particular, fase ovulatória e fase luteínica – foram enunciadas as seguintes previsões: na fase ovulatória, a mulher preferirá adquirir produtos relacionados com beleza feminina, e, na fase luteínica, preferirá apresentar um padrão de tomada de decisão híbrido, onde items relacionados ou não com beleza feminina mostrarão uma igualdade de estatuto nas preferências de compra. Participaram neste estudo 653 mulheres, com idades compreendidas entre os 18 e os 77 anos (média= 33,79; dp= 10, 92), em diferentes fases do ciclo menstrual, com e sem administração de anovulatórias e menopáusicas. Os resultados do questionário sobre preferências de compra, demonstraram que a mulher evidencia diferente comportamento de compra durante o ciclo menstrual, sendo mais impulsiva e com preferências hibridas, na fase luteínica, para diminuir as emoções negativas, e, mercê da mudança ovulatória, prefere comprar items relacionados com beleza feminina, para incrementar a sua atractibilidade. Dois conceitos são propostos: ciclicidade impulsiva/ terapêutica (no caso da fase luteínica) e de ciclicidade evolutivamente utilitária (no caso da fase ovulatória).

Texte de présentation sur les concepts muséologiques dans leurs rapports avec les systèmes muséologiques actuels responsables de bouleversements: une double hystérie ?

Les concepts, les notions, les langages qui en découlent, sont intimement lies aux systèmes et aux contextes qui alimentent la forme et la vie du musée. Depuis que la question se pose, où va la muséologie qui a emprunté la voie du changement dans les années 70, 80 et 90, une réflexion sur les principaux vecteurs de transformation de l’institution dex fois séculaire s’impose. Bien que la plupart des musées et de ses dérivatifs (60%) possédant une crédibilité dans le monde occidental , malgré les réformes de modernisation introduites ( attention aux publics, presentation améliorée ) demeurent attachés à la tradition qui en determine l’image, on peut affirmer, sans se tromper, qu’un pan considerable de la muséologie de la période post-moderne (20% en terme de volume d’activité ) est à peine reconnaissable, si on se réfère à la periode antérieure à la deuxième moitié du 20ème siècle. Le concept de MUSEE, dans deux champs antagonistes ou complémentaires, selon l’angle d’analyse, soit la muséologie entrée de plein pied dans les industries culturelles de l ‘ère des communications, et la muséologie (ou l’anti-musée) ayant adopté le parti-pris de l’intervention sociale, véhicules de systèmes idéologiques et organisationnels rompant radicalement avec un passé recent, se partageant entre la mondialisation globalisante et les aspirations du mouvement alter-mondialiste puissant dans la tradition associative. Tributaires d’une part des luttes libératrices (60/70), de la contestation des valeurs, d’autre part des technologies (80/90), de la globalisation (90. ), ces musólogies ( systéme binaire ) prennent la vedette à l’aide de changements irréversibles dans l’ordre des functions du musée.