O poder dos media sociais no modelo de comunicação da World Cruising Club

O presente relatório descreve o trabalho desenvolvido durante o estágio na WCC (World Cruising Club), no departamento de Rally Control, que acompanha os diversos eventos da agência. Os serviços da empresa oferecem uma série de regatas à volta do mundo que dão, a quem participa, uma oportunidade de turismo diferente que inclui navegar, conhecer novos povos, países e culturas assim como muita diversão. O departamento do qual fiz parte, para além de toda organização do evento em cada destino visitado, desenvolve ainda projetos na área dos novos media com o intuito, não só, da promoção da empresa, mas também de mostrar às família e amigos dos participantes, que se encontram longe, onde os mesmos se encontram, as diferentes atividades e descobertas feitas em cada destino visitado. Procurou-se compreender quais as melhores estratégias de comunicação para a promoção desta empresa através dos novos meios de comunicação, recorrendo a conceitos do marketing digital, nomeadamente a promoção a partir das plataformas Facebook e Twitter.

Study of in vivo interactions between penicillin-binding proteins of Staphylococcus aureus

Staphylococcus aureus (S. aureus) is a major human pathogen that has acquired resistance to practically all classes of β-lactam antibiotics, being responsible of Multidrug resistant S. aureus (MRSA) associated infections both in healthcare (HA-MRSA) and community settings (CA-MRSA). The emergence of laboratory strains with high-resistance (VRSA) to the last resort antibiotic, vancomycin, is a warning of what is to come in clinical strains. Penicillin binding proteins (PBPs) target β-lactams and are responsible for catalyzing the last steps of synthesis of the main component of cell wall, peptidoglycan. As in Escherichia coli, it is suggested that S. aureus uses a multi-protein complex that carries out cell wall synthesis. In the presence of β-lactams, PBP2A and PBP2 perform a joint action to build the cell wall and allow cell survival. Likewise, PBP2 cooperates with PBP4 in cell wall cross-linking. However, an actual interaction between PBP2 and PBP4 and the location of such interaction has not yet been determined. Therefore, investigation of the existence of a PBP2-PBP4 interaction and its location(s) in vivo is of great interest, as it should provide new insights into the function of the cell wall synthesis machinery in S. aureus. The aim of this work was to develop Split-GFPP7 system to determine interactions between PBP2 and PBP4. GFPP7 was split in a strategic site and fused to proteins of interest. When each GFPP7 fragment, fused to proteins, was expressed alone in staphylococcal cells, no fluorescence was detectable. When GFPP7 fragments fused to different peptidoglycan synthesis (PBP2 and PBP4) or cell division (FtsZ and EzrA) proteins were co-expressed together, fluorescent fusions were localized to the septum. However, further analysis revealed that this positive result is mediated by GFPP7 self-association. We then interpret the results in light of such event and provide insights into ways of improving this system.

Recensão: C. Cosmen Alonso; M. V. Herráez Ortega; M. P. Gómez-Calcerrada, (coord.), El intercambio artístico entre los reinos hispanos y las cortes europeas en la baja edad media

Recensão de: C. Cosmen Alonso; M. V. Herráez Ortega; M. P. Gómez-Calcerrada, (coord.). 2009. El intercambio artístico entre los reinos hispanos y las cortes europeas en la baja edad media. León: Universidad de León

Metodologias Participativas: Os media e a educação

Este livro reúne experiências e reflexões de académicos e não académicos sobre as potencialidades dos media para envolver e capacitar comunidades. Ao longo destas páginas, encontram-se textos que documentam propostas educativas e cívicas em torno dos media ou refletem sobre as capacidades dos media para trabalhar no seio das comunidades, incluindo as esferas da infância/juventude e/ou dos adultos e seniores. As metodologias participativas têm uma grande tradição em países da América Latina, de África e da Ásia e estão agora a ser mais usadas na Europa, particularmente, em Portugal. Esta inspiração reflete-se nas diferentes geografias que podem ser encontradas nesta obra, desde Reino Unido, Alemanha ou Brasil, até ao Quénia. Este livro está dividido em quatro partes. Uma primeira foca-se no projeto que deu mote ao livro, o RadioActive Europe, dando conta das suas práticas em Portugal e noutros países europeus. De seguida, juntamos experiências comunitárias e participativas nacionais e internacionais e, por fim, expomos vários caminhos de reflexão em torno da literacia e dos media.

How different generations contact and search for brands on social media? Comparing gen X and Y

This research intends to examine if there were significant differences on the brand engagement and on the electronic word of mouth (e-WOM)1 referral intention through Facebook between Generation X and Generation Y (also called millennials). Also, this study intends to examine if there are differences in the motivations that drive these generations to interact with brands through Facebook. Results indicated that Generation Y members consumed more content on Facebook brands’ pages than Generation X. Also, they were more likely to have an e-WOM referral intention as well as being more driven by brand affiliation and opportunity seeking. Finally, currently employed individuals were found to contribute with more content than students. This study fills the gap in the literature by addressing how marketing professionals should market their brand and interact and engage with their customers, based on customers’ generational cohort.

Young adult Brazilian beauty consumers perception of Lancôme and the effectiveness of social media relationhips with local celebrities on their purchase intention

The aim of this research is to evaluate if a premium beauty brand, in this case, Lancôme, can influence positively the purchase intention from Brazilian young adults, between 18 and 29 years old, consumers of beauty products, by initiating a relationship with a local celebrity or “it” girl on social media. This hypothesis has not been tested, and this research is a first attempt of evaluating it. Additionally, the consumer behavior, brand preferences and social media activeness of this age segment in Brazil are further studied as important insights for beauty brands to conquer these consumers. Results did not confirm the positive influence of local celebrities on this age segment’s purchase intention but several suggestions are made for future research to revisit this topic. Furthermore, there is a significant brand love for M.A.C., an international Lancôme competitor, amongst this target, as well as a probable price sensitivity facing premium beauty brands.