A cultura da produção de farinha: um estudo da matemática nos saberes dessa tradição

This research argues about the mathematical knowledge built in the tradition of the cassava flour production, seeking to analyse these mathematical knowledge in the perspective of the categories of time and measure, built and practiced in the flour production, located in Serra do Navio and Calçoene, in Amapá - Brazil. The following work discuss the identification and the description of the mathematics during the production activities of the flour, where is presented elements related to generation and transmission of the traditional knowledge, which is the basis for maintenance of the tradition of the flour, characterizing the research as an Ethnomathematic study. The methodological procedures highlight ethnographical techniques and elements that characterize the participating observation. The results obtained showed us that the flour workers articulate some length, area and volume measure due to own and traditionally acquired systems, which is apprehended and countersigned by other kind of culturally established system; thus they relativism the measures systems and the official calendars. And it lifts as one of the main proposal that the academic mathematics and the tradition establish knowledge make conjunction of the both knowledge, that is important for a possible reflection and application in the construction of a pedagogical practice in mathematical education, trying to establish points of socio-economic and cultural mark

O ensino de filosofia no ensino médio mediado pela literatura sartriana

On analyse une expérience de l enseignement de philosophie dans l enseignement secondaire par la littérature. La scène d intervention a été l Institut Fédéral d Éducation, Science et Technologie du Rio Grande do Norte (IFRN), dans l année 2008. L étude à caractère qualitatif a adopté un modèle de recherche participant, dans laquelle le chercheur a intervenu dans son propre contexte de classe. On a utilisé l investigation d un ouvrage existentialiste de Jean-Paul Sartre, le roman La Nausée, comme contribution méthodologique pour l enseignement de philosophie. On a adopté le recours de la littérature avec contenu philosophique à partir de la proposition apportée para les Paramètres Curriculaires Nationaux pour l Enseignement Secondaire (PCNEM) : celle qu on ne doit ni avoir la prétention de former de philosophes professionnels ni banaliser la philosophie auprès des élèves. En partant du principe que l existentialisme a été un courant philosophique qui a utilisé la littérature entant qu expression d idées philosophiques, on a envisagé le potentiel pédagogique du voisinage communicant entre la philosophie et la littérature que lie l expérience littéraire avec les textes qui montrent aussi la discussion philosophique. L idée force a été celle de traiter concepts philosophiques a partir de la littérature comme invitation à la réflexion, en analysant l élément ludique dans la littérature comme jeu de la pensée. La pensée considérée comme action ludique arriverait parmi l idéal d en chercher de meilleures manières à comprendre la réalité en étant cet idéal esthétique assumé dans l effort d imprimer sens au chaos des expériences. Les situations pédagogiques en classe comptent fréquemment avec moment de dialogue a propos des problèmes existentiels affrontés par le protagoniste du roman, Antoine Roquentin, considérés comme questions philosophiques et débattues par l investigation dialogique tout suite après la lecture des parties du livre. Dans ce sens, on a cherché à suivre les marches de la méthode socratique dans lequel questionner e questionner à soi même soient les moles propulseurs de la réflexion philosophique. L investigation dialogique a été étendue pendant cinq rencontres de quatre-vingt-dix minutes interprétés par une analyse discursive qui a essayé d établir des rapports entre le discours de l enseignant et des élèves avec le discours de la tradition philosophique. Cette recherche a aussi envisagé à produire une réflexion sur la pratique de l auteur lui-même de l étude. Celui-ci peut-être soit l objectif le plus largement atteint : prendre conscience de l importance de la formation d un enseignant réflexif qui associe dans sa praxis le savoir faire avec la critique honnête de sa propre capacité professionnel

Educação matemática, ciência e tradição: tudo no mesmo barco

Les connaissances de la tradition et position de la Science dehors pour un non-hiérarchique dialoguez qui frappe pour les distinguer mais ils sont undésavouer inséparable étant donné les compléments ils composent. Cet essai assume la possibilité de ce roi de dialogue dans un place spéciale: la classe. Sur ce qui vient au connaissance de la tradition, le centre remarquable est pour la construction de bateaux du travail manuel, una pratique culturellement déployé dans la ville d'Abaetetuba, dans le État de Pará, Brésil. En revanche, la Science est concentrée par le le contenu d'école a adopté dans l'Ensino Fundamental (École primaire). La construction du dialogue est faite en utilisant des activités de l'enseignement qui accentuez des aspects géométriques (solide, géométrique, angles et symétries) aussi bien que par information qui implique le tableau, poésie, histoire, géographie et physique - les deux inspiré dans le chiffre de bateau résumé dans un CD-ROM interactif. Les activités ont eu lieu dans D'Escola Ensino Pedro Teixeira Fondamental (Abaetetuba-Pa), avec étudiants du 6e niveau (plus spécifiquement avec un groupe de 13 étudiants) d'août à octobre2004. Ethnomathématiques et transdisciplinarité sont le support théorique sous-jacent du projet. Dans résumé, c'est possible pour dire que l'interaction entre Science et Tradition, à travers activités au-delà lesquelles vont le le contenu a restreint à mathématiques d'école, contribuées à,: identifiez le contenu a appris pas sur dans série antérieure; renouveler le rôle joué par école dans ses fonctions didactique pédagogiques; réduire le isolement entre information passée historique et les étudiants présent culturel; indiquer des obstacles à l'érudition des mathématiques intéresser aux aspects cognitifs et behavioristes; et provoquer un participation affective qui rôle principal à la qualité d'apprendre l'école contenu aussi bien que les connaissances de la tradition

Pensamento teórico e formação docente: apropriação de saberes da tradição lúdica na perspectiva da teoria da formação das ações mentais por etapas de P. Ya. Galperin

The study investigated the possibility of organizing a didactics unit for formation of hability of identifying and explaining the popular traditional games in the process of licensed formation in physical education. Had basic premised, the thesis formulated by Piorte Yakovleviche Galperin that the fundamental condition that mode determines the student s way of thinking and the theoretical structures thought. Is given by the method of organization activity that form the basis of guiding skills assimilates from this assumption the study defended the thesis that the contents of popular traditional games can be organizeds according the systemic functional-structural focus. As a method to plan a didactics unit that contributes to development of theoretical thought and the professional development of graduates in physical education. In this sense the general goal was studied and develop a training proposal of ability to identify and explain the popular traditional games for physical education teachers oriented to contribute to the development of theoretical thought. In the construction process of the thesis in a first moment was determined the invariant conceptual of popular traditional games from the method of analysis of activity, after was organized the content of popular traditional games according to the structural-functional systems revealing the essential properties elements and levels of relationship.These procedures provided to the construction elements of the concept popular traditional games, and was the basis for planning a didactical unit to the formation of ability to study. These strategies enable to build a set of prepositions to argue, as a result of the increases in the knowledge of the professional formation in physical education. The study was introduced the fallowing contributions; formulated a teaching proposal to develop the ability to identify popular traditional games, as a cultural and historical contribution and the development of an individual, in initial formation of physical education teacher, attuned to the demands of training and use of knowledge that requires this level of education, defined and organized the knowledge of popular traditional games , this enables a teaching able to raise the cognitive abilities and the theoretical concept of personality of graduated in physical education

PENSAMENTO TEÓRICO E FORMAÇÃO DOCENTE: apropriação de saberes da tradição lúdica na perspectiva da teoria da formação das ações mentais por etapas de P. Ya. Galperin

The study investigated the possibility of organizing a didactics unit for formation of hability of identifying and explaining the popular traditional games in the process of licensed formation in physical education. Had basic premised, the thesis formulated by Piorte Yakovleviche Galperin that the fundamental condition that mode determines the student s way of thinking and the theoretical structures thought. Is given by the method of organization activity that form the basis of guiding skills assimilates from this assumption the study defended the thesis that the contents of popular traditional games can be organizeds according the systemic functional-structural focus. As a method to plan a didactics unit that contributes to development of theoretical thought and the professional development of graduates in physical education. In this sense the general goal was studied and develop a training proposal of ability to identify and explain the popular traditional games for physical education teachers oriented to contribute to the development of theoretical thought. In the construction process of the thesis in a first moment was determined the invariant conceptual of popular traditional games from the method of analysis of activity, after was organized the content of popular traditional games according to the structural-functional systems revealing the essential properties elements and levels of relationship.These procedures provided to the construction elements of the concept popular traditional games, and was the basis for planning a didactical unit to the formation of ability to study. These strategies enable to build a set of prepositions to argue, as a result of the increases in the knowledge of the professional formation in physical education. The study was introduced the fallowing contributions; formulated a teaching proposal to develop the ability to identify popular traditional games, as a cultural and historical contribution and the development of an individual, in initial formation of physical education teacher, attuned to the demands of training and use of knowledge that requires this level of education, defined and organized the knowledge of popular traditional games , this enables a teaching able to raise the cognitive abilities and the theoretical concept of personality of graduated in physical education

O memorial autobiográfico: uma tradição acadêmica do ensino superior no Brasil

The thesis has as object of study the autobiographical memmorials. The general objective is to describe the history of the memmorial as an academic tradition of higher education in Brazil. Considered a hybrid genre, memmorials are known for focusing on life stories from a scientific perspective. The investigation revolves around three intertwined branches: History of Education, educational practices and language usages, which allow us to conduct a dialogue with multiple theoretical-methodological references with a view to supporting our analyses. The corpus used for the analysis was made up of 40 autobiographical memmorials, distributed as follows: 16 academic memmorials, dated from 1935 to 1970; 07 academic memmorials, dated from 1980 to 2007; and 17 formation memmorials, dated from 1995 to 2000. In this corpus, we also included official documents, which relate to legislation contained in edicts, resolutions, ordinances, regulations, which we used with a view to: 1) getting to know and understanding the big picture of higher education regulation in Brazil and the aspects related to the higher education teaching career; 2) investigating the text of memmorials in the light of the injunctive discourse characteristic of the edicts and resolutions in which they were based. The analysis of the memmorial supported by the legislation which regulates it allowed us to reconstitute the image of the professor throughout 80 years in the Brazilian public university. For this purpose, the study was conducted in the theoretical-methodological perspective of the (auto)biographical research in Education and of the sociolinguistic studies on discourse genres and discursive traditions. The investigations reveal the memmorial as an academic genre in which the professor's academic-professional history and the history of the higher education teaching career in Brazil intertwine. Anchored in the Bakhtinian perspective on discourse genres, according to which the memmorials evolve and become more complex as their contexts of usage also evolve and become more complex themselves, the results of our analyses allowed us to correlate genre changes to the sociohistorical context and to its usage as an educational practice in the university, in the decades under study. Therefore, the analyses showed that these self-writings: go from latent subjectivity to pure objectivity from the 1930s to 1960s; they show total annulment of the subject from the 1960s to the 1970s; they reappear in the 1980s, having Professor Magda Soares' memmorial as perspective; they expand and diversify from the 1990s onwards, taking on a formative role and a perspective of future as well. So far as language usages are concerned, we investigated the relationship of the subject with the language, especifically the manifestation of alterity on the discursive tissue of the memmorials. In this branch, the analyses pointed to the influence of the authoritative discourse on the formation of the professor and of the injunction and reinventing discourses on the authorship process. Therefore, the autobiographical memmorial reveals itself as a specific expression of the Brazilian academy's cultural sphere and allows us to confirm the hypothesis that each memorial tackles a singular-plural situation, by presenting a dialectical articulation between private and public, according to the institutional structures, in which and with which the professor has already formed him/herself and with which he/she dialogues

Em busca de novas territorialidades pedagógicas para a identidade da Educação Física no Ensino Médio integrado: uma perspectiva pós-crítica

Cet étude s agit du domaine de l Éducation Physique comme composante curriculaire dans le contexte de l Ensino médio integrado (l enseignement secondaire professionnel intégré) dans le IFRN, Campus Natal Zona Norte (Régio Nord). Son objectif principal est sur le plan éducatif des actions de l enseingant au procès des convivialités avec la culture corporale à partir des expériences, désires, besoins et volontés des apprenants dans la perspective de l imersion dans le monde de la créativité, de la recherche, de la connaissance et de la transformation de l identité pédagogique de la composante curriculaire. Dans ce sens, l étude a eu comme objectif l élaboration d une propisition pédagogique, fondamentée sur la Théorie Post-critique de l éducation qui contribue pour la configuration de l identité de l Éducation Physique dans les cours téchniques intégrés de niveau secondaire. La recherche s est configuré dans une intervention pédagogique fondamenté sur les préssuppositions methodologique d une expérience empirique du genre recherche-action apliqué dans l univers scolaire des cours thécniques intégrés de l enseignement secondaire de l IFRN, Campus Natal Zona Norte. Les sujets qui ont participé de la recherche, sont les apprenants des groupes de la première année du cours de Commerce et Éléctronique de la soirée (13h à 18h), inscrit à partir de l année 2012. Les instruments utilisés pour la recherche ont été deux questionaires et une cahier de bord. Les résultats obtenus sont disposés dans des graphiques qui représentent les paroles des sujets après le procès d intervantion et les analyses réalisées sous l étude-recherche, qui ont été faites por l analyse de contenu, de l image principale de la population recherchée. On considère que les résultats de la recherche ont été plausibles à la mesure que au-delà du support et de la participation dans la recherche, les réponses obtenues ont démontré que le procès d intervantion pédagogique a été pertinent pour les apprenants des cours téchniques intégrés de niveau secondaire de Commerce et Électronique de l IFRN, Campus Natal Zona Norte. Le sense essentielle de cette thèse s est concentrée dans la dimension interculturelle pour l Éducation Physique dans le secondaire intégré, comme un travail fondamenté à partir des temoignage des apprenants et par la conception post-critique du curriculum qui refuse les explications évidentes et instituées comme des véritées finales dans l objectif de réguler et controler les sujets de l éducation. L option faite par cet abordage de thèse a été pour rompre avec l établi à partir de la proposition d un dialògue, avec les apprenants, à la recherche de nouveaux territoires pédagogiques pour l Education Physique à l enseignement intégré de l IFRN, Campus Natal Zona Norte. Des territoires qui occupent des espaces dans la culture scolaire, dans une dynamique dialogique avec les apprenants, qui se défine politique et pédagogiquement pour la diversité culturelle du mouvement, qui aborde le concept de mouvement dans la proximité des actions corporales cotidiennes et qui propose de nouvelles possibilités et de recréations pour les pratiques de la culture corporale. La perspective post-critique ouvre des possibilités pour de nouvelles langages en fortifiant les narratives de ce qui ont toujours entendu et cependant ont silencié ses voix et ainsi, la thèse a confirmé que, l étude présent et la recherche supporté par la théorie post-critique du curriculum ont possibilité une nouvelles configuration pour l identité pédagogique de l Éducation Physique dans la condition de composant curriculaire des cours téchniques intégrés de niveau secondaire de l IFRN au Campus Natal Zona Norte

Em cada canto, um conto, uma canção: o velho, a tradição oral e a educação no Mato Grande/RN

This dissertation is about an Education which is made concrete through orality and gestuality of the elderly joking masters of the territory of Mato Grande/RN and proposes a reflection about the exchange between these two knowledges and school education. Thus, it presents the following objectives: identifying the joking elderly in the region; recording their life experiences related to the jokes of the tradition and the way they realize such references at present; besides investigating and recording educative practices which consider the elderly s jokes at the present education. The investigation is supported by the metaphor in the making of a quilt as a methodological resource in the actions of measurement, choice of patches, sewing and binding off. The mapping of the territory of Mato Grande/RN has enabled the identification of seventeen joking elderly people. It considers and records their experiences with the popular amusements and from them, it discusses the ways through which the oral tradition in Mato Grande may be recognized in four categories/actions, namely, narrating, singing, dancing and getting old, which are analyzed under the studies by authors like Benjamin, Zumthor, Almeida, Porpino, among others. Finally, it also focuses the relation between the elderly, the knowledge of the tradition and the systemized education. It describes and articulates educative actions able to connect the knowledge by the joking elderly people and the knowledges taught at school, possibilities of concretization of a rebinding of knowledges which might bring orality and writing, the new and the old, science and tradition close to each other

Uma contribuição crítica para o redesenho de cadeiras de rodas adaptadas para crianças e adolescentes com paralisia cerebral

This work was aimed at making a critical analysis of the product wheelchair, both for using four different models, which were objects of study of the dissertation of Cláudia Regina Cabral Galvão, entitled Critical Analysis of the Mobility Products Seated a wheelchair - Used by Children and Adolescents with Cerebral Palsy in Natal / RN and other municipalities of Rio Grande do Norte . This product is considered an instrument in the social rehabilitation of great importance for people with physical disabilities. This study aims to position the issue and develop comments on technical up grading of certain models according to the needs of the user. Describes features of four models in search searched through catalogs in order to know its advantages and disadvantages of use. Were presented the definitions of ergonomics and ergonomic aspects to be considered on a design, the study of anthropometry and its recommendations. Discussions the methodology of project design in two parts: the first, on the structuring of design problem (formulation, analysis, synthesis and evaluation.) And the second on the project (design and development, implementation and evaluation and solution). With that review will include the possibilities for a new redesign of the wheelchair, based on forms of adaptation in order to achieve the target that was compressed by the average population studied. Seeks to that this project makes an improvement in quality of life of people in wheelchairs by including these people in society but also the improvement of rehabilitation

Análise crítica dos produtos de mobilidade sentada - cadeiras de rodas - utilizados por crianças e adolescentes com paralisia cerebral em Natal/RN e outros municípios do Rio Grande do Norte

The objective of this work is to critically analyze the seated mobility adaptive equipment, wheelchair, used by non-ambulatory children/adolescents diagnosed with cerebral palsy of the quadriplegy type with ages in between 0-18 years old in the municipal city of Natal/RN and of other ones in the state of Rio Grande do Norte. This study is characterized as descriptive as it took into consideration the individualized conditions of each child/adolescent and of their home environment, and also evaluates the condition of the used seated mobility devices such as wheelchairs or strollers. Thirty three (33) subjects which had a wheelchair prescribed by a healthcare professional specialist in adaptive equipment within the past 3 years were selected. A questionnaire was applied through a phone with the patient s primary care giver or parents. The results obtained showed that all the equipment being used had an anatomical seat and back and the tilt system mechanism and even though most of the patients required small individual adjustments upon receiving the wheelchair in order to accommodate to the patients characteristics. From the point of view of the caregiver/parents interviewed, 97% described satisfied with the equipment and report assistance with mobility (97%), comfort (82%) and good posture (82%) as the main positive aspects from the equipment. The results also describe the aspects related to the maintenance, time used and activities developed that were reported by the patients. The conclusion therefore is that in order to select the equipment to meet the needs of the consumer it is necessary that: an appropriate wheelchair prescription takes place, the up-to-date knowledge of equipment available in the market, the appropriate use of the resources from the concession programs of the government that purchase equipment and the establishment of link in between the manufacturers, patients and the caregivers

João Cabral de Melo Neto: a estética do avesso

La pieza-poema Morte e Vida severina Auto de natal pernambucano, de João Cabral de Melo Neto, publicada en 1956, es el principal objeto de este estudio, interaccionando con las obras O Cão sem plumas y O rio por la similitud temática entre ellas: el estudio sobre esas obras busca una lectura desvinculada del posicionamiento constructivista y metalingüístico que por tradición configura la obra cabralina, no por negar a la crítica literaria que da respaldo científico, pero con la pretensión de lanzar una nueva mirada dirigida para el concepto de barroco, materia ésta que implica la creación poética a partir de la segunda mitad del siglo XX. Por lo tanto, este trabajo presenta una propuesta de análisis de la poesía de João Cabral a partir del contexto neobarroco. Considerando, sobre todo, los aspectos similares a la temática del barroco, el enfoque recae sobre la influencia de la literatura ibérica por que pasa el poeta João Cabral, así como la temática sobre el conflicto existencial explorado en el texto Morte e Vida severina, y aún, los extractos de lenguaje con significación múltiple que presentan signos metonímicos y metafóricos.

A doença de criar passarinhos: a lírica humanizadora de João Cabral de Melo Neto

João Cabral de Melo Neto n a jamais aimé les vers sentimentaux et prolixes venus de la tradition romantique. C est pour ça que son uvre a un discours objectif, rigoureusement elaboré e elle comporte certaines influences concretistes ça explique pourquoi l auteur est connu comme l ingénieur de la langage. En verité, le poète même dissait qu il était un homme froid et rationnel. La critique a assidument analysé la matière logique et le rigeuer formel de l uvre de Cabral de Melo. Pourtant, dans ce travail nous analysons les poèmes dont le sentiments humaines sont la mtière principal de l élaboration de l experiènce esthétique. La poèsie de João Cabral n est pas simple verbalisme formel, ni un uvre sens vie, car les objects concrètes et la langage objectif n empêchent pas qui le sujet décrit avec émotion les scènes presents dans les poèmes. Nous travaillons avec la hypothèse de que le poète a une attitude trop humaine quand il parle de l experience culturel et de l experience de la vie dans le Nord-est brésilien. Les unités témathiques de ce travail, pourtant, montrent la représentation du Nord-est dans la poèsie de João Cabral et examinent aussi le sentiment qu il sent par la memoire culturel de sa région. Parmi les aspects qui composent sa lyrique humaine nous citons la personification constant de les paysages du Nord-est le poète ne veux pas faire une décrition tophographique de la région parce que les places ont un valeuer sentimentel pour lui; au moyen d un discours erotique, Cabral represente les desirs et les intints humaines de sa terre; ensuite, il semble que le poète est enchanté et enveloppé avec certains elemets culturels de sa région, come l hamac, la littérature oral et la musique régional; la preoccupation avec la population explorée et la denonciation de la condition miserable dans le Nord-est brésilien confirment aussi la humanité présent dans son uvre; finalment, la récordation de l enfance et la nostalgie du temps passé sont, pour le poète, un possibilité qui peut aider dans la formation humaine de la population

A melancolia nas crônicas de Maria Judite de Carvalho

Maria Judite de Carvalho began his literature in 1949 in journals of Lusitanian capital. Until his death, which occurred in 1998, published more a thousand texts, most of them have never been extracted from their support original, the newspaper, making them unknown to the public today. In order to rescue of this precious material chosen as the literary corpus of Search the chronicles published in the Diário de Lisboa, periodic where the writer published the largest number of texts in the section Rectângulos da Vida, 395 (three hundred and ninety-five) chronic for five consecutive years (1968-1972). Looking at these texts I realized that she inserted into her narrative the changes occurred in the twentieth century, in Portugal, capturing the moment of breaking with traditional models and introducing new paradigms imposed by modernity. What happens in this period is an extremely fast and deep change of values and customs with which the Portuguese society faces and experiences with a certain uneasiness. Given this unstable scenario, Maria Judite expresses, through her ironic and critical narrative, the portrait of the Portuguese people and their behavior full of anguish and sorrows that are revealed through the gloom. After a thorough reading of his texts I found that this was the guiding element of juditiana writing. It is presented in the chronicles in many respects they were privileged during the five years of publications they are loneliness, abandonment, death, isolation of individuals who feel increasingly powerless in the face of changes experienced as a consequence of this state and present is melancholy all the time. This is a photograph of Maria Judite de Carvalho on Portuguese society told in her chronicles as I saw this survey.

ÁFRICA(S), MOÇAMBICANIDADE, MIA COUTO: uma varanda para o Índico

Always seen by others eyes, unknown of the languages and other "realities" that constitute, the Africa, specially Mozambique, now (re)invent itself, palimpsestly, in narratives of your griots, narrators and/or storytellers. Our thesis intend, by the review of novel Under the frangipani, to demonstrate that the mozambican writer Mia Couto intends to participate the (re)construction of a devasted nation by war and conflicts, based on belief that the role writer "is to create requisites of a more african thought, to the assessment of your place and your time won't be done from categories created by others" (COUTO, 2005). At first, we show how the mozambican literary system consists itself; then, the insertion of coutian narrative against the prevalence tradition and, also, by the analysis of the constituent elements of the chosen novel, the way how made piece of resistance to reification, objectification of the individuald in the contemporary world , your writing will be present in this sharing of the sensitive. Besides Mia Couto, in our work we'll counting on the lessons of Candido, Noa, Hernandez, Adorno, Paz, Fonseca, Secco, among others studious of african narrative and, specially, Mozambique narrative

A interface entre educação e mercado : uma análise crítica das mudanças socioculturais no contexto educacional

In the context of late modernity, the socio-cultural transformations established new social practices which corroborate discursive changes in dialectic movements, contributing to the order of the educational discourses to be more and more affected by typical market discourses and values which are covered by ideologies, hegemonic struggles and power relations. In this sense, this research study, which is based on the theoretical tenets of the Critical Discourse Analysis in its interdisciplinary branch (FAIRCLOUGH, 2006; ORMUNDO, 2010; PEDROSA, 2010; RAMALHO E RESENDE, 2011), aims at discussing how the sociocultural changes in the context of private education interact with the market proposal of neoliberal and economical policies. The research was methodologically based on the qualitative approach (CHIZZOTTI, 1991; BOGDAN e BIKLEN, 1994; MINAYO, 1994), especially on the principles of contemporary Applied Linguistics (SIGNORINI, 1998; MOITA-LOPES, 2006; MENEZES, SILVA, GOMES, 2009). Data were gathered from advertisements used in campaigns by private educational institutions and agencies in Natal/RN; the advertisements were collected in primary and secondary levels and in language courses from October to December, 2010. The data analysis indicate that education, in the context of globalization and late modernity, has become a market agency and that the new face of the educational discourse of private institutions is interwoven with a social representation of education as a site of struggle and hegemonic dispute. Therefore, the research leads us to infer that, as the educational public policies based on hegemonic economy and on ideological assumptions of international agents (Global Bank, FMI, etc.) have become widespread, education has become an arena of dispute and a powerful economic product to the market of cultural and commercial industry, thus emphasizing a society in which everything is economically based