Entre a fé, a obra social e a publicidade: uma análise crítica do discurso da responsabilidade social da Igreja Universal do Reino de Deus

Situated on Applied Linguistics (PENNYCOOK, 1998; MOITA LOPES, 2003, 2006, 2008, 2009), this thesis, which is inscribed in a qualitative-interpretative approach of a critical analysis perspective , lies on the speech of social responsibility and the way like that is employed in seeking for legitimacy and prestige within the neopentecostal brazilian religious field, more specifically of the Universal Church of the Kingdom of God. The general goal of this research is t reflect upon the speech on social responsibility and the rethoric of selfpromotion of the Universal Church through the role of social actors in the making of his her identities, materialized in the newspaper Folha Universal. In order to achieve that, we have conjugated, in this research, social and discursive analysis. On the linguistic-discursive approach, the research is based on the Critical Analysis of Discourse (ACD), specially in Fairclough (2001, 2003, 2006), a proposal that provides theoretical-methodological tools to investigate the language beyond the linguistic structures , that is, the discourse, social practices in which it occurs and more ample structures. Theoretical assumptions were also used of Sistemico-Functional Linguistics(LSF), matching with categories of the Transitivity System of Halliday (1994, 2004), of the forms of representation of social actors in the socioeconomic perspective by Van Leeuwen (1997, 2008) and of the Appraisal system by Martin and White (2005). As we develop the argumentation on thesobre social role of religion in this thesis, we make use of the authors such as Freston (1994), Oro (1997, 2003), Campos (1996, 1999), Mariano (1999), Meneses (2008), among several ones. We have also used a series of concepts and categories coming from the field of communication and marketing on the business social responsability and social marketing . In this area, we take as references the contributions of Bueno (2003), Fossá and Sartoretto (2003) and Zenone (2006). The corpus of the work is framed by news taken at the newspaper Folha Universal, in which are given the social responsibility actions of the church . The timeframe used was on the editions of 2010 thru 2012. Results found at he analysis of the News lead to semantic features of Assessment of Affection, Judgment and Appreciation, many times followed by Gradation, and the Attribution, one of the subsystems of the Attachment, are evidence of positive assessments for the Universal Church and its agents and make up rethorical elements which provide structure for the discourse of the Universal Church at the newspaper Folha Universal consisted of its image (style) of social responsibility . Results show that the most frequente social actors of the discourse are, on one hand, the Universal Church itself and its volunteers, famous (actors, actresses, presenters), politicians and authorities, on the other hand, the population which was helped by the Church social projects . The first group seems to be Always activated, however the second one, most of the time rather passive. These are also represented by assimilation in most of the occurrences, however the other ones by individualization and nomination entitled by honorification, except for the volunteers that are represented either as an individual, or as a group

O Macrogênero drama Norte-Riograndense: uma análise de gênero e de discurso sob a perspectiva da linguística sistêmico-funcional

The focus of this qualiquantitative research is the phenomenon we are denominating Drama-of-Rio-Grande-do-Norte, which contemplates short verse texts from the oral tradition, sung and presented on stage by women in communities on the south coast of the northeastern Brazilian State, Rio Grande do Norte. This tradition harkens to the medieval romance of the Iberian Peninsula (CASCUDO, 2001; GURGEL, 1999; GALVÃO, 1993; MAGALHÃES, 1973; ROMERO,1977). The objective of this research is to: identify what characterizes the genre Drama of Rio Grande do Norte; situate this genre within a systemization of genres from the oral tradition in Rio Grande do Norte; investigate the interpersonal relationships of power and solidarity through the role of the women in the discourse, how they see themselves and others, pointing out which elements of the world they evaluate and to identify representations of the feminine in the discourse. The theory of Genre and Register of Martin and Rose (2008) and Generic Structure Potential of Hasan (1989, 1996), which has as a base the Systemic Functional Linguistics of Halliday and Matthiessen (2004), Eggins (1994) among others, offers a theoretical framework for the characterization of the genre through the identification of stages and phases configuring its typology the individual schematic structure and its topology its relation to other phenomena in the oral tradition. Other groupings were mapped of the ‗Macrogenre , from the model of Martin and Rose (2008) as a continuum on two axis: between the poles of how the genre circulates orally x in writing, and recited/individually x staged/collectively; as well as mapping the samples with relation to power using the same model, but with the poles of individual voice x collective voice on an axis between increased power and diminished power. Eleven texts described as Narratives and one Anecdote were selected for the analysis of Attitudes, and Negotiations of power. Through the quantification of semantic discursive resources in the discourse systems of Appraisal (MARTIN; WHITE, 2005) and of Negotiation (MARTIN; ROSE, 2007), as well as reflections about humor (EGGINS; SLADE, 1997) we identified the Attitudes and the Negotiations of interpersonal roles. The quantification is based on the theories of Corpus Linguistics (BERBER SARDINHA, 2010), using WordSmith Tools 5.0 (SCOTT, 2010). Our results show that the Drama-of-Rio-Grande-do-Norte is characterized as a Macrogenre in the Community of Oral Stories, in the Family of Street Theatre/Games, composed of five genre types: Narratives, Praise, Complaints, Anecdotes, and Exemplum. The Macrogenre is characterized by its being circulated orally, staged collectively and the texts analyzed configure in differing degrees of power between men and woman. In synthesis we observe that through humor, the Drama-of-Rio-Grande-do-Norte functions to offer a space for women to voice, comment, judge and orient about social conditions in their communities, such as alcoholism, domestic violence, inequalities before the law etc., as well as circulating positive appreciations of rural/coastal culture and judgments about the behavior of members of the speech community, the role of women being to establish and reinforce norms. We anticipate possible benefits of the addition of the genre analyzed in literacy projects in the schools of Rio Grande do Norte

A criança e o brinquedo-TV: análise sobre o discurso publicitário direcionado para a infância na Rede Globo de Televisão

Esta investigación es un análisis del contexto actual que rodea a la publicidad brasileña, más concretamente, la publicidad discurso televisivo dirigido a los niños en Brasil. Análisis de los documentos se basa en la revisión retórica (Leach, 2004) (SODRE, 2006) A partir de la primera supuesta inadecuación de algunos de sus contenidos al público para que se comunican. También investiga las posibilidades de regulación y la educación del consumidor y el papel de los medios de comunicación en la sociedad mediante la movilización exigiendo el cumplimiento y la mejora de la legislación vigente, evitando los posibles abusos y distorsiones de las secciones generales de la ley. Hemos llevado a cabo por separado se analiza en los niños y sus conceptualizaciones y la función social, abordando también el juguete y el acto de jugar hoy y su sede histórica en un intento de crear una fundación que apoya el análisis de la relación entre la infancia y la publicidad y el consumo, basado en obras de Roger Silverstone, Kapferer, Leontiev y Walter Benjamin. También se hicieron inferencias basadas en estudios de Pablo Del Río, sobre las posibles consecuencias psicológicas del consumo de medios por los niños, sin embargo, en arvorarmos llevar a cabo investigaciones en el estudio de la recepción. Se enfrentarán, tanto en acciones a favor de la aprobación de la Ley 5.921/2001 N º Suplente sugiere que la prohibición de la publicidad infantil en todo el país, los enfoques ampliamente "integrado" y por lo tanto, favorables a la continuidad de la actividad publicitaria en el país bajo la acción de la CONAR de autorregulación, lo que demuestra sin embargo, la viabilidad de ambas propuestas. Tambien relativa a el CONAR se llevó a cabo un estudio sobre su Consejo Asesor, dando a entender su composición y características. Por último, se estudian las posibilidades y el concepto de la educación para el consumo de los medios de comunicación, a partir de la utilización de los recursos de los propios medios de comunicación, como una propuesta para un cambio de paradigma en el mercado de la publicidad en Brasil. En conclusión, vemos que a partir del análisis de la publicidad comercial de los niños atendidos por la Red Globo de Televisión, en una muestra de 170 inserciones, todavía existen graves lagunas, pero que los desequilibrios se pueden resolver con medidas relativamente sencillas que incluyan campañas de educación y la exigencia de adecuación de los pocos grandes anunciantes que violan la ley. Afortunadamente, una nueva entrega de los anunciantes mostró la responsabilidad social en sus acciones

Ulisses e Narciso: as faces da alma humana através do discurso mítico nas Enéadas de Plotino

This dissertation, witch studies the myth in Plotinus, attempts to set an approach to the comprehension of the mythic discourse as image related to the ethical process in the Enneads. In order to achieve it, the analysis of the mythic narrative will be employed in the philosophical context that has as a starting point a revisit of the platonic poetic conception. As central questions the notable mythological figures of Narcissus and Ulysses will be utilized to put into context the notion of the Plotinian soul and its endeavor of returning to the originary unity. Therefore, by following the course of both figures in their respective narratives, it conceives a possible relation of ascension and fall of the soul. The first part of this study intends to show Plato s interpretation on the myth and Plotinus standpoint in regard to it. Moreover, it observes Plato s criticism on poetry in the context of the Greek Paideia and the notion of the myth as image of the henological structure in Plotinus, who perceives in the myth its exemplifying nature. The second part attempts to structure Plotinus philosophy, contrasting Henology and Ontology, therefore exposing the three hypostases and the comprehension of the intelligible. The third part endeavors to display the sense of the myth, the idea of the myth as image in Plotinus and the roles of the mythical figures in the Enneads

Centros subcorticais dos sistemas visual primário e óptico acessório no mocó (kerodon rupestris): caracterização pela projeção retiniana e citoarquitetura.

The primary and accessory optic systems comprise two set of retinorecipient neural clusters. In this study, these visual related centers in the rock cavy were evaluated by using the retinal innervations pattern and Nissl staining cytoarchigtecture. After unilateral intraocular injection of cholera toxin B subunit and immunohistochemical reaction of coronal and sagittal sections from the diencephalon and midbrain region of rock cavy. Three subcortical centres of primary visual system were identified, superior colliculus, lateral geniculate complex and pretectal complex. The lateral geniculate complex is formed by a series of nuclei receiving direct visual information from the retina, dorsal lateral geniculate nucleus, intergeniculate leaflet and ventral lateral geniculate nucleus. The pretectal complex is formed by series of pretectal nuclei, medial pretectal nucleus, olivary pretectal nucleus, posterior pretectal nucleus, nucleus of the optic tract and anterior pretectal nucleus. In the accessory optic system, retinal terminals were observed in the dorsal terminal, lateral terminal and medial terminal nuclei as well as in the interstitial nucleus of the superior fasciculus, posterior fibres. All retinorecipient nuclei received bilateral input, with a contralateral predominance. This is the first study of this nature in the rock cavy and the results are compared with the data obtained for other species. The investigation represents a contribution to the knowledge regarding the organization of visual optic systems in relation to the biology of species.

Atividade multimodal no córtex sensorial primário de ratos.

The currently accepted model of sensory processing states that different senses are processed in parallel, and that the activity of specific cortical regions define the sensorial modality perceived by the subject. In this work we used chronic multielectrode extracellular recordings to investigate to which extent neurons in the visual and tactile primary cortices (V1 and S1) of anesthetized rats would respond to sensory modalities not traditionaly associated with these cortices. Visual stimulation yielded 87% of responsive neurons in V1, while 82% of S1 neurons responded to tactile stimulation. In the same stimulation sessions, we found 23% of V1 neurons responding to tactile stimuli and 22% of S1 neurons responding to visual stimuli. Our data supports an increasing body of evidence that indicates the existence multimodal processing in primary sensory cortices. Our data challenge the unimodal sensory processing paradigm, and suggest the need of a reinterpretation of the currently accepted model of cortical hierarchy.

A apreciação musical infantil: aspectos da constituição da infância contemporânea no discurso de crianças do Ensino Fundamental

Music can be found in peculiar historical and social context with distinct functions, such as religious rituals, ethic-esthetic education of subjects, therapeutic elements, critic and maintenance of established patterns, among others. Considered as language, music acts on dialogue dimensions of the body, the senses, the affectionate-cognitive and of social interactions. Their uses reveal the social forces that cross the culture and constitution of subjectivities. The attribution of senses by the subjects to musical production reveals the cultural voices in dialogue, that circumscribe determined social places to them. Our aim in this work is to investigate the child musical appreciation, with children about 7 to 9 years old, and, by attributing uses and senses to music, unveil the voices that settle the places intended and assumed by infancy in contemporaneity The child constructs its musical appreciation through cultural access and mediation, possible by circulation in several socializing groups like family, school, church, infant groups, community groups and, more recently, publicity and media These last two spheres, enabled by the development of the technological means of communication, contributed to the dissemination of the set of consume ideas and for the emergence of the cultural industry, characteristic of the capitalistic production way in its present configuration. They develop new possibilities of perception of the world, in which the limits between childhood and adulthood are not anymore the same that have been established in previous centuries. So, the child musical appreciation is constituted by homogeneity regarding the senses built and disseminated by cultural industry and by the logical merchandizing, and singularities, associated to the construction of senses in interaction with global, local, and multiple contexts, through which the subject circulates and constitutes himself polyphonically

A infância no âmbito do discurso dos parâmetros curriculares nacionais

The educational institution, committed to the production and transmission of knowledge, has increasingly revealed a specific dimension of that commitment, which is to form people und to produce certain kinds of subjectivity. The child is involved in a context of subjectivity production becoming the object of expectations; expectations arising from the demands of a globalized world, and based upon a discourse of specialized fields of scientific knowledge relative to childhood. The purpose of the present work is to analyse the discourse found in the Parâmetros Curriculares Nacionais - PCNs (National Curriculum Guidelines) as concerns the first four years of Elementary education, trying to disclose its ideas and conceptions about the subject-child. Conceiving this discourse as an ideological phenomenon in which the word becomes the central stage where contradictory values are confronted, according to Bakhtin thinking, the analysis constitutes an effort to point out the voices which supply its basis, in what it reveals about the child. Assertions such as "preparing children for the working market", or for "exercising their citizenship", among others which can be found in the institutionalized pedagogical discourse, are stated in a universalized and normative sense, and have become the object of doubt and criticism. The investigation on the implicit and explicit conceptions about childhood as revealed in the PCNs, whose spokesperson has been the school, serves as the starting point for a series of other studies and reflections intended to pave the way for the implementation of educational processes which allow for singular manifestations of the subject-child

Atividades de construção de sentido: a cosmovisão no discurso poético de a poesia em pânico

This study try to integrate concepts from referenciation theory to highlight processes of meaning construction of the book A Poesia em Pânico, written by the Brasilian poet Murilo Mendes. The concepts of referenciation, discourse objects and cognitive-experiential schemes were employed to evidence the meanings of the poems in the book, specifing its methods of elaboration and the effects of expression. Parallels beetwen the conception of language proposed by the theories used and that deduced from the poems and poetic pratice of the author studied was traced, making evident its similarities. Equaly, textuals analises are used to demonstrate various aspects of the theories. At the same time, a reading of the main elements of discourse was constructed throughout the study, trying an aproximation beetween the fields of linguistic and literary theory

Oralidade e escrita: a presença do discurso reportado em entrevistas jornalísticas

In this work, we intend to discuss results from a research about retextualization in gender journalistic interview, considering speech dialogical approach. Retextualization activity, which implies the production of a new text through one or more basic texts, shows the presence of reported speech as an integral unit of discursive construction. Our corpus had been extracted from a section called Nossos Valores [Our Values], present at the syndical newspaper Adurn Notícias [Adurn News], from Federal University of Rio Grande do Norte (Brazil), which weekly publishes journalistic interviews with active professors from this institution. We describe retextualised text structure by correlating it to the one from the oral text, in order to identify and describe quoted speech, as well as features of the gender in which it is inserted. It was verified that, when it comes to reported speech present in the published interviews, which are representative of the research corpus, diverse incorporation procedures of alien property‟s speech take place, especially those regarding about reported speech use. The waterish presence of the other present in dialoged texts speech transformed in monologue texts demonstrates that there is not a clear demarcation among voices in certain parts of the written text. This is confirmed during analyses of the two interview versions, in which it is not always possible to distinguish the authorship of certain propositions, which in some way can point to Bakhtin‟s concept of intentional hybridity. Beyond Bakhtin‟s contributions (1990; 2000), the theoretical principles of this work are based upon Marcuschi (1986; 1999; 2001), Matencio (2003), Authier-Revuz (1982), and Favero et al. (1997; 1998; 1999; 2000)