Estratégias de avaliação de desempenho dos propagandistas de medicamentos utilizados pela indústria farmacêutica no nordeste do Brasil

A Indústria Farmacêutica é uma das mais competitivas indústrias do mundo contemporâneo, e um dos seus principais desafios está na comercialização de seus medicamentos, que na sua maioria depende da prescrição médica. O objetivo deste estudo é identificar as estratégias de avaliação de desempenho utilizadas pela Indústria Farmacêutica de origem multinacional que atua no nordeste Brasileiro e o papel dos seus gerentes, para avaliar os propagandistas vendedores de medicamentos. Para tanto, buscouse reunir elementos para uma abordagem satisfatória que contemple a complexidade da temática pesquisada: Avaliação de Desempenho, Estratégias da Indústria Farmacêutica, Propaganda Médica e Competências dos Propagandistas de Medicamentos. A temática justifica-se em razão da importância estratégica dos propagandistas de medicamentos para a indústria farmacêutica, que é uma das indústrias que mais investe em pesquisa na atualidade, e contribui para melhorar a qualidade de vida e a saúde humana. A metodologia é caracterizada como um survey, de natureza quali-quantitativa. O objeto de estudo é composto pelas empresas farmacêuticas multinacionais de origem Americanas, Europeias e Asiáticas, associadas à INTERFARMA que atuam no Nordeste do Brasil. A coleta de dados foi realizada através de um questionário fechado (instrumento de pesquisa), composto por 5 perguntas fechadas que abordam a temática central dessa dissertação, 27 afirmativas para medir a concordância(escala likert) e 1 tabela contendo 46 competências, aplicado junto a gerentes da indústria farmacêutica. A análise dos dados foi feita por meio das técnicas de estatística descritiva e uma análise quantitativa para estabelecer o Ranking Médio (RM) para a parte do questionário que utilizou escala tipo Likert de 5 pontos para mensurar o grau de concordância dos respondestes. Através dos resultados desta pesquisa foi possível identificar as estratégias de avaliação de desempenho, utilizadas pelas empresas farmacêuticas, que atuam no Nordeste do Brasil, na gestão dos propagandistas vendedores de medicamentos, e identificar as competências essenciais dos propagandistas de medicamentos, na percepção dos gestores. Os resultados demonstraram que a Indústria Farmacêutica desenvolve e utiliza várias estratégias para medir e avaliar o desempenho dos propagandistas de medicamentos no Brasil, assim como em outros países, e que na percepção dos gerentes da Indústria Farmacêutica existem competências consideradas essenciais ao bom desempenho profissional dos propagandistas de medicamentos da indústria farmacêutica, contribuindo de para avanço do conhecimento deste tema

e-Pontos: Uma solução embarcada de automação comercial aplicada a clubes de fidelidade baseado em tecnologia RFID e esmart card

In practically all vertical markets and in every region of the planet, loyalty marketers have adopted the tactic of recognition and reward to identify, maintain and increase the yield of their customers. Several strategies have been adopted by companies, and the most popular among them is the loyalty program, which displays a loyalty club to manage these rewards. But the problem with loyalty programs is that customer identification and transfer of loyalty points are made in a semiautomatic. Aiming at this, this paper presents a master's embedded business automation solution called e-Points. The goal of e-Points is munir clubs allegiances with fully automated tooling technology to identify customers directly at the point of sales, ensuring greater control over the loyalty of associate members. For this, we developed a hardware platform with embedded system and RFID technology to be used in PCs tenant, a smart card to accumulate points with every purchase and a web server, which will provide services of interest to retailers and customers membership to the club

Estudo e especificação de um sistema de instrumentação para unidades de elevação de petróleo utilizando tecnologia sem fio

Wireless sensor networks are reality nowadays. The growing necessity of connectivity between existing industrial plant equipments pushes the research and development of several technologies. The IEEE 802.15.4 LR-WPAN comes as a low-cost and powersaving viable solution, which are important concerns while making decisions on remote sensoring projects. This study intends to propose a wireless communication system which makes possible the monitoring of analogic and/or digital variables (i. e., the pressure studied) involved on the artificial methods for oil and gas lifting. The main issues are: To develop a software based on SMAC Standard in order to create a wireless network to monitoring analogic and/or digital variables; To evaluate the communication link based on the number of lost packets tested in different environments (indoor and outdoor) and To propose an instrumentation system consisting of wireless devices

Eletrofiação e caracterização de membranas biopoliméricas a base de quitosana extraídas dos exoesqueletos de crustáceos

Chitin and chitosan are nontoxic, biodegradable and biocompatible polymers produced by renewable natural sources with applications in diverse areas such as: agriculture, textile, pharmaceutical, cosmetics and biomaterials, such as gels, films and other polymeric membranes. Both have attracted greater interest of scientists and researchers as functional polymeric materials. In this context, the objective of this study was to take advantage of the waste of shrimp (Litopenaeus vannamei and Aristeus antennatus) and crabs (Ucides cordatus) from fairs, beach huts and restaurant in Natal/RN for the extraction of chitin and chitosan for the production of membranes by electrospinning process. The extraction was made through demineralization, deproteinization, deodorization and deacetylation. Morphological analyzes (SEM and XRD), Thermal analysis (TG and DTG), Spectroscopy in the Region of the Infrared with Transformed of Fourier (FTIR) analysis Calorimetry Differential Scanning (DSC) and mechanical tests for traction were performed. In (XRD) the semicrystalline structure of chitosan can be verified while the chitin had higher crystallinity. In the thermal analysis showed a dehydration process followed by decomposition, with similar behavior of carbonized material. Chitosan showed temperature of maximum degradation lower than chitin. In the analysis by Differential Scanning Calorimetry (DSC) the curves were coherent to the thermal events of the chitosan membranes. The results obtained with (DD) for chitosan extracted from Litopenaeus vannamei and Aristeus antennatus shrimp were (80.36 and 71.00%) and Ucides cordatus crabs was 74.65%. It can be observed that, with 70:30 solutions (v/v) (TFA/DCM), 60 and 90% CH3COOH, occurred better facilitate the formation of membranes, while 100:00 (v/v) (TFA/DCM) had formation of agglomerates. In relation to the monofilaments diameters of the chitosan membranes, it was noted that the capillary-collector distance of 10 cm and tensions of 25 and 30 kV contributed to the reduction of the diameters of membranes. It was found that the Young s modulus decreases with increasing concentration of chitosan in the membranes. 90% CH3COOH contributed to the increase in the deformation resulting in more flexible material. The membranes with 5% chitosan 70:30 (v/v) (TFA/DCM) had higher tensile strength

Desenvolvimento de um sistema para aplicação dos conceitos da tecnologia cad3d-bim na indústria moveleira

In this work was developed an information system to apply the concepts of CAD3D-BIM technology for the design activities of the furniture industry. The development of this system was based in an architecture comprised of two modules: a web interface to management the metadata of models from furniture's library and the combination of three-dimensional CAD software with a specific plugin to access the information from this model. To develop this system was also used a Data Base Management System (DBMS) designed to storage the information from models in a hierarchical way, based on concepts of Group Technology (GT). The centralization of information in a single database allows the automatic availability of any changes to all participants involved in a particular project when it‟s happens. Each module from system has its own connection to this database. Finally was developed a prototype from a 3D virtual environment to help create Virtual Reality projects in the web. A study from available technologies to create 3D web applications for execution in websites was done to support this development. The interconnection between modules and the database developed allowed the assembly of a system architecture to support the construction and exhibition of projects of the furniture industry in accordance with the concepts proposed by BIM (Building Information Modeling), using as object of study the furniture industry of state of Rio Grande do Norte

Competitividade de diferentes atmosferas de plasma sobre as propriedades hidrofílicas em tecidos de polilático

Os polímeros biodegradáveis, como o poliácido láctico (PLA) apesar de consolidado nos campos farmacêuticos, médico e biomédico como biomateriais úteis para aplicações variadas, porém, depende da necessidade de funcionalizar a sua superfície estudando suas propriedades tais como hidrofilidade e hidrofobicidade favorecendo a interação do polímero com os materiais de aplicação farmacêutica, médica e biomédica. Este trabalho tem como objetivo produzir um material com características diferentes em cada um de seus lados, sendo um lado hidrofílico e o outro hidrofóbico. O substrato têxtil utilizado neste estudo foi um tecido de malha de composição 100% PLA que é biodegradável e biocompatível, o que possibilita sua aplicação na área biomédica. Para modificação superficial foi utilizado o tratamento a plasma de baixa pressão. A técnica de modificação de superfície por plasma foi escolhida por ser uma tecnologia limpa, anticorrosiva e não tóxica ao contrario de muitos processos químicos convencionais utilizados na indústria têxtil, além disso, não afeta as propriedades de massa do substrato. Neste estudo, um lado da superfície do substrato foi tratado com plasma oxigênio, argônio e nitrogênio, para o trabalho de melhoria da hidrofilidade da superfície e metano para a hidrofobicidade da amostra. A espectroscopia de emissão ótica (OEE) foi utilizada para fazer o diagnóstico das espécies do plasma durante o tratamento. Após o tratamento a plasma as amostras foram caracterizadas por medidas de ângulo de contato, microscopia eletrônica de varredura (MEV), Espectroscopia de fotoelétrons de raios-X (XPS), Infravermelho com Transformada de Fourier (FTIR) de reflexão total atenuada (ATR), medidas da área de espalhamento do líquido e arraste vertical. Onde foi caracterizado o aumento e diminuição da molhabilidade das amostras tratadas por plasma bem como as variáveis que contribuíram para tal efeito. O tratamento das amostras de PLA com O2 + CH4 apresenta comportamento hidrofílico no lado tratado com O2, apresentando aumento de rugosidade e grupos funcionais e no lado tratado com CH4, apresentando a formação de um filme polimérico formado sobre a superfície da amostra. O tratamento com N2 + CH4 apresenta comportamento hidrofóbico, porém com variações no fluxo do CH4 tem-se um controle da molhabilidade na superfície das amostras, podendo ir de hidrofóbico a hidrofílico, neste tratamento as amostras apresentaram pequenas diferenças de molhabilidade entre os lados tratados com plasma de N2 e com plasma de CH4

Projeto e Operação em Escala Semi-Industrial de um Equipamento para Tratamento de Águas Produzidas na Indústria do Petróleo Utilizando Nova Tecnologia: misturador-decantador à inversão de fases - MDIF

The aim of this work is to use a new technology in the treatment of produced wastewaters from oil industry. An unit for treat produced waters called UTMDIF, was designed, installed and operated in an industrial plant for treatment of effluents from oil industry. This unit operates by means of the method of separation of phase inversion and can become a promising alternative to solve the problem of oil/water separation. This method constitutes the basis of the working of a new design of mixersettler of vertical configuration which occupies small surface area. The last characteristic becomes specially important when there is limitation on the lay-out of the plant, for example, over maritime platforms to explore oil. This equipment in a semi-industrial scale treats produced wastewaters contaminated with oil at low concentrations (ranging from 30 to 150 mg/L) and throughputs of 320 m3/d (47,4 m3 m-2 h-1). Good results were obtained in oil/water separation which leads to the necessary specification to discharge those wastewaters. Besides, the non dependence of the efficiency of separation in spite of the salinity of the medium becomes the equipment an attractive new technology to treat wastewaters containing oil at low concentrations

Uso da tecnologia de troca iônica no tratamento de águas contaminadas com Nitrato do Aqüífero Dunas-Barreiras, Natal/RN-Brasil

The city of Natal comprises an area of about 170 km² (65,63 squares miles). The Dunas-Barreiras Aquifer is the most important reservoir of the coastal basin of RN. It is being responsible for the water supplying of about 70% of the population, however, due to the sewage disposal system by cesspools and drains, it is presently affected in a great extent by nitrates contamination. Thus, the present work proposes to research the utilization of contaminated water by nitrates of this fountainhead and find cost of the potable water through the ionic exchange technology. This technology consists in the removal of mineral salts by the exchange of cations for one ion of hydrogen (H+), through the passage of water by cationic resin bed and, secondly, by the exchange of the anions for hydroxyl ions (OH-) through a anionic resin bed. The obtained results have showed the waters derived from fountains, big water holes and shallow wells were microbiologically contaminated, while the waters derived from deep wells (above 70 m 76,58 yards) were free of contamination. Thus, only these ones are suitable to the use of ionic technology. The experiments were conducted with the resin IMAC-HP-555 such as kinetic, thermodynamic, and adsorption by fixed bed studies, being obtained several project variables for the experimental column, as follow: work temperature of 25oC; resin maximum capacity maximum e mean of adsorption ==0,01692 g NO3-1/g R e 0,0110 g NO3-1/g R, respectively. On the experimental column were performed breakthrough tests which pointed for an average ideal average speed of work of 13.2 m / h, with an average efficiency of 45% of adsorption, an optimal concentration of NaCl desorption of 8%, and an ideal desorption time of 80 minutes for the equilibrium conditions of water from the Dunas-Barreiras aquifer. Scale projection for ion-exchange column for denitrification, for these variables, using a computer modeling programme, to project the column of ion exchange ROREX-420/2000, obtained a cost for the drinking water denitrified by this system of R$ 0,16 / m3

Estudo do mecanismo de produção de oligossacarídeos com atividades nutracêuticas a partir da quitosana por hidrólise enzimática com processo fermentativo simultâneo

The obtaining of the oligosaccharides from chitosanase, has showed interest of the pharmaceutical area in the last years due their countless functional properties. Although, the great challenge founded out is how to keep a constant and efficient production. The alternative proposed by this present work was to study the viability to develop an integrated technology, with reduced costs. The strategy used was the obtaining of the oligomers through enzymatic hydrolysis using chitosanolitic enzymes obtained straight from the fermented broth, eliminating this way the phases involved in the enzymes purification. The two chitosanases producing strains chosen for the work, Paenibacillus chitinolyticus and Paenibacillus ehimensis, were evaluated according to the behavior in the culture medium with simple sugar and in relation to the pH medium variations. The culture medium for the chitosanases induction and production was developed through addition of soluble chitosan as carbon source. The soluble chitosan was obtained using hydrochloric acid solution 0.1 M and afterwards neutralization with NaOH 10 M. The enzymatic complexes were obtained from induction process in culture medium with 0.2% of soluble chitosan. The enzymes production was verified soon after the consumption of the simple sugars by the microorganisms and the maximum chitosanolitic activity obtained in the fermented broth by Paenibacillus chitinolyticus was 249 U.L-1 and by Paenibacillus ehimensis was 495U.L-1. These two enzymatic complexes showed stability when stored at 20°C for about 91 days. The enzymes in the fermented broth by Paenibacillus chitinolyticus, when exposed at temperature of 55°C and pH 6.0, where the activity is maximum, showed 50% lost of activity after 3 hours Meanwhile, for the complex produced by Paenibacillus ehimensis, after 6 days of exposure, it was detected 100% of the activity. The chito-oligosaccharides obtained by the hydrolysis of a 1% chitosan solution, using the enzymatic complex produced by Paenibacillus chitinolyticus showed larger quantity after 9 hours hydrolysis and using the complex produced by Paenibacillus ehimensis after 20 minutes was observed the chito-ligosacharides with polymerization degree between 3 and 6 units. Evaluating these results, it was verified that the production of chitosan-oligosaccharides is possible, using a simultaneous process

Tecnologia mais limpa para produção de mel seco de cana e sua inclusão em rações de frangos de corte

This study analyzed the effects of adding dry sugar cane molasses (MSC) to the feed of broiler chickens, and determining the economic feasibility of use of this type of diet; 240 male Ross race broiler chickens, one day in age, were utilized in this study. The experimental desing was a completely randomized whit 6 treatments and 4 replications, in 24 portions of 10 birds per parcel. The treatments corresponded to 6 rations (T1-T6) in phase initial (1-21 days) and 6 rations (T1-T6) in phasem finish (22-42 days) characterized by substitution of corn meal in levels increase 0, 5, 10, 15, 20 e 25% by the molasse dried sugar-cane. The birds received water and free ration during the whole creation phase, being the iso-proteins and iso-calories rations. The variance analysis showed the 1 a 21 days significant differences for average gain weight (P<0,05), average consumption of ration (P<0,05) and average alimentary conversion (P<0,05) and the 22 a 42 days, the analysis of variance showed significant differences for gain in weight (P<0,01) and average alimentary conversion (P<0,05). There no difference significant on average consumption of ration (P>0,05) the 22 a 42 days of age. Results showed out that is possible to use molasse dried sugar-cane up to 8,3 % in broilers ration. It was concluded the level of 8,3 % of addition gave the best economical returns in the experimental conditions

A desistência de alunos na licenciatura em física no Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte (IFRN): causas e sugestões para o combate

This dissertation proposes studying the issue of withdrawal undergraduate in physics at the Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Norte (IFRN) and collaborate with suggestions for dealing with this problem. The first chapter begins with an overview of two significant problems in the Brazilian educational system: the high dropout rates in degrees in physics and the lack of teachers with specific training in this science. Then, we discuss the relevance of this research to the area of physics teaching, as well as justify its completion as part of a professional master's degree. After, we present a proper definition for the term withdrawal, which is based on the existing problem in the IFRN. And, in the same chapter, we explicitly the focus, the objectives and the methodological aspects of this work. The results obtained in our investigation are presented in next four chapters. In the second chapter of this dissertation, we present: a brief history of the creation of IFRN degree in physics, the functioning of this course and the foundation of classrooms 2004.2 and 2006.1. We also show a kind of map of the withdrawal of the groups investigated (the dropout rate was 84.4% in both groups) and an analysis of the relationship between the curricula of each of them and the number of dropouts. In the third chapter, we display a descriptive statistics of the students which dropout and found that the largest dropout occurred with students who are women, married, parents of one kid; workers, joined with a minimum age of 23 years and completed high school at least 6 years. Then in the fourth chapter, we reveal and discuss the students' reports on the causes of their dropout. From the data presented, we can say that the answer to the question "What was the main reason for your dropout?" Is mainly in personal injury claims: another option for upper-level course and lack of time to devote to the course. In the fifth chapter, we show the results related to teacher s opinions about the phenomenon in question. We detected three main causes for the abandonment, according to teachers: the lack of dedication, the lack of interest and lack of integration in the course. In the sixth and final chapter, we discuss the results and present our conclusion and the proposed report - the product of this dissertation, presented as Annex. This report contains mainly suggestions for curricular and institutional actions that can contribute to reducing the dropout degree in Physics in the IFRN. The main actions suggested are: implementation of the curriculum in disciplines, implementation of programs or actions to combat this poor content of basic training, implementation of specific programs or actions for the student worker, and dissemination of IFRN degree in physics in schools through seminars or workshops

Práticas de leitura e escrita na formação em ciências e tecnologia

The discussion about the need of improving the reading and the writing practices of professionals from the most different knowledge areas has caused, in Brazilian and foreign institutions of higher education, a movement of insertion of curricula components whose focus is the reading and the writing in academic formation. To contributing with the reflection about that discussion, this master s degree dissertation has as object of study the situated linguistic formation. Our general objective is to analyze a linguistic formation proposal to graduating students from the Bachelor s degree in Science and Technology (BCT) of the Federal University of Rio Grande do Norte (UFRN). To constructing that analysis, we have established four specific objectives: a) verifying if the ten brazilian Institutions of Higher Education which offer the BCT have curricula components of reading and writing directed to that formation; b) describing how these Bachelor s degree reading and writing curricula components are presented; c) examining differences and similarities which, in general, exist among curricula components related to reading and writing in each one of the researched institutions; d) revealing which categories delineate the linguistic formation developed in the BCT of the UFRN. In order to reaching our goals, this work has been based on the dialogical conception of the language (BAKHTIN [1952-1953] 2010), on the literacy studies (KLEIMAN [1995] 2008; TINOCO, 2008) and on the critical pedagogy (FREIRE, 1980; 2007). Methodologically, this qualitative research of ethnographic direction (ANDRÉ, 1995) is grounded in Applied Linguistics (PEREIRA; ROCA, 2009; PASCHOAL; CELANI (Orgs.), 1992). This research has the contribution of professors, scholars and monitors of the field of Reading and Writing Practices (PLE) and also graduating students from the UFRN BCT which had already studied PLE-I and/or PLE-II. The tools used for data collection/generation were: curricula components programs related to reading and writing in the BCT in the researched higher education institutions (IES), questionnaires, semi-structured interviews and profiles. The generated data allowed us to establish the following analysis categories: situationality (real situation, thematic contemporaneity and thematic focalization) and literacy projects (learning community and protagonism). The results achieved show that most IES which offer BCT worry about improving the reading and writing competences of their graduating students; however, there is still a lot to be done (increase of the number of class hours, contents and methodological aspects review, theoretical referential sophistication) so that the curricula components can be configured as a situated and significant linguistic formation. Finally, we make some suggestions for improving the work which has been made in the BCT of the UFRN, making then the mother tongue teaching in courses of the area of exact and technological sciences stronger

Pressupostos ontológicos para se pensar a nova tecnologia: técnica, informação e ser e tempo

La recherche presentée, realisée sur le domaine de la méthaphysique, s´agit de rassembler des pressupositions pour une fondamentation ontologique de la technologie de l´Information, basé sur la philophie de Martin Heidegger; foncièrement, sur l´analytique existentiel du Dasein dans l´ouvrage Être et Temps. À partir de la pensée sur ce qui est aujourd´hui , il s´agit d´investiguer sur quels fondaments la Nouvelle Tecnologie se fut érigée de façon a que nous sommes engajés au projet de numérisation des étants que en même temps que destine l´homme a l´oubli de l´Être, l´offre la possibilité de transformation. Le rapport entre la question de l´Être et la question de la technique est analysé comme des chemins croisés et dans ce carrefour il devient possible penser ce qui est technique, ce qui est information pour Heidegger et de quel façon les modes existentiels du Dasein sont prêtes pour caractériser l ´homme au sein de la tecnologie de l´information. Par cette appropriation, il reste penser comment c´est possible l´ouverture d´une perspective de reconduction de l´homme à la vérité de l´Être. Finalement, la structuration des fondements rends possible la réflexion discursive général: avec qui nous nous ocuppons, comme nous sommes, dans quelle direction nous nous acheminons, les thèmes générales, respectivement, des trois chapitres. Les points d´investigation du premier chapitre son: a) La caractérisation précise du Dasein, appuyé sur des considerations de Benedito Nunes, Hans-Georg Gadamer, Jacques Derrida et Rüdiger Safränski; b) Le concept de technique et son essence chez Heidegger; c) la distinction entre technique et technologie, appuyé sur le pensée de J. Ellul, Michel Séris, Otto Pöggeler, Michel Haar, Dominique Janicaud; c) Le concept de cibernetique chez Heidegger et chez Norbert Wiener; d) La caractérisation preliminaire d´information, l´analyse étimologique e philosophique, l´avis de Heidegger te les théories de Rafael Capurro; f) L´Analyse du phénomène de la numérisation des étants, des considérations de Virilio, et l´analyse d´un concept de virtuel avec Henri Bergson et Gilles Deleuze. Dans le deuxième chapitre, l´analyse des existentiels du Dasein vers le sommaire des fondements de base pour la caractérisation de la technologie de l´information comme un problème philosophique. Finalement, aprés avoir presenté les concepts introdutoires que délimitent le questionement, suivi par les indications et pressupositions ontologiques trouvés sur Être et Temps, le troisième chapitre disserte sur le péril, ce qui sauve et la sérénité, les trois mots-clés de la pensée heideggerienne sur la technique que permettent l´approche conclusif de la question

Uma nova tecnologia no pensamento de Herbert Marcuse: arte e técnica na sociedade unidimensional

This dissertation addresses the issue of technology in the work of Herbert Marcuse, explaning the merger between technology and domination that result in a totalitarian technological apparatus. Thus, technological civilization is supported and justified by a rational technological apparatus in the society, we have come not only the philosophy of Marcuse, but other great thinkers too, like Heidegger, Hegel, Marx. We also present a debate involving the philosophy of science, logic and linguage. Marcuse points to the need for a new technological rationality that emerge from a new sensibility, where the technique would allow a new relationship between man and nature. From then on, would emerge the need for a new subject. This transition would be possible by means of sensitivity, where art would become the art of live. With the link between art and technique made possible by new sensitivity, the author leaves one of its main contribution: he leaves open the possibility for the subject to choose new targests for technological development

Uma nova tecnologia no pensamento de Herbert Marcuse: arte e técnica na sociedade unidimensional

This dissertation addresses the issue of technology in the work of Herbert Marcuse, explaning the merger between technology and domination that result in a totalitarian technological apparatus. Thus, technological civilization is supported and justified by a rational technological apparatus in the society, we have come not only the philosophy of Marcuse, but other great thinkers too, like Heidegger, Hegel, Marx. We also present a debate involving the philosophy of science, logic and linguage. Marcuse points to the need for a new technological rationality that emerge from a new sensibility, where the technique would allow a new relationship between man and nature. From then on, would emerge the need for a new subject. This transition would be possible by means of sensitivity, where art would become the art of live. With the link between art and technique made possible by new sensitivity, the author leaves one of its main contribution: he leaves open the possibility for the subject to choose new targests for technological development