O city marketing em Natal/RN e a construção da imagem da cidade

The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key tool used by public leaders to promote a linkage between the tourism image and urban image and involves, in addition to promoting the image of the city, the planning of interventions in urban space, trying to formulate a positive image of the city able to facilitate the deployment of capital. This research seeks to understand the nature of city marketing as part of contemporary urban management and analyzes how is its application in decisions concerning the promotion of tourism in Natal/RN. The approach of this research is qualitative, exploratory and descriptive, in which respondents were the main leaders of two of the official tourism site, the Empresa Potiguar de Promoção Turística and the Secretaria Municipal de Turismo e Desenvolvimento Econômico. It was found that there is a strong articulation of public power with private enterprise in the design and conduct of the actions of urban marketing, that from the survey data show that the behavior of target markets provide guidelines for taking strategic decisions relating to tourism. Sun and sea are some key elements explored to form the image of Natal and to authorize the sale of the city as a tropical paradise. However, there is an increase in the diversification of tourism products, seeking to increase flow to the segments of ecotourism, adventure, business and culture. It s also growing the use of local culture as a tourism product, however, the cultural representation focuses on superficial values and does not bring to light the social and historical richness that the city has. Public authorities use the city marketing strategies as a means able to maximize the attractiveness of Natal urban space to investors, business groups and tourists. It can be observed that urban managers seek solutions that can continuously increase the tours, which often manifests in interventions that focus the tourist areas of the city, in oposition of those who do not contribute to a positive reading of the city, which ultimately generate the worsening of spacial and social inequalities

Políticas Culturais e Gestão Cultural: a Secretaria Municipal da Cultura e do Turismo SEMUC (2005-2010) de Limoeiro do Norte-CE

The study analyzed regarding cultural policies developed in the city of North-EC Limoeiro by the Municipal Culture and Tourism (Semuc) in the period between the years 2005 and 2010. Period that marks the resumption of the figure of the State Ministry of Culture (MinC) as a major factor in formulating and implementing public policies in the area of culture in the country, especially with the creation of the National Culture System (CNS) and the preparation of National Culture Plan (NCP). The work was through research documents (laws) about what had legislated on culture in the city, the reports of consultation activities undertaken by Semuc and interviews with former managers, a former - employee and the Secretary of that folder. Thus, given the contemporary context where the culture is replaced by increasing visibility, the analysis undertaken on policies developed by cultural Semuc revealed the most diverse forms of action: investment in events (capture and promotion), the institution permanent cultural policies, cultural background, the appreciation of local culture, and specific actions

O jeito nordestino de ser globalizado

This work discusses the impacts of the globalization in the Brazilian northeast culture, specifically in the popular field. The background of theses reflections is the carnival festivities in Recife-PE. In this context, attempts to changes as well as resistance to them maintaining the cultural values and the popular manifestations take a new dimension, presenting different ways of being nordestino. The option for the context of the carnival festivities is due to its significance to the people of this place, particularly as it is a space in which people represent themselves. The work presents a version of the history of carnival in Recife, identifies some manifestations that comprise it, analyzes its changes and shows the process of valuing the local culture in the latest years of the 20th century. The research also reveals how the popular culture assumes a functional and dynamic character where the themes of the popular traditions are being reworked. This process allows not only the survival of the local culture, but also the resistance against the capitalist project to construct a global culture and its uniform character. Even though the carnival festivity has become a mega show, composing a market design, it is still a space to construct differences and see the other. Lastly, for the people of that region, it is a space of fighting for a place in the international panorama

Assistência a mulher com câncer de mama em um cenro de referência no Estado da Paraíba

The assistance to women who have breast cancer is studied in a Reference Center in Paraiba and also the way this assistance is performed in a School Hospital maintained by SUS (Single Health System) is questioned. Breast cancer demands institutional organization, provision of financial, material and human resources, requiring, from the health system, effective assistance with new technologies which make it possible for the population their access to specialized medical services although it not always is able to guarantee those services nor the rights which the legislation granted them, inhibiting a proper relationship between the health professional and the patient. The theme is discussed through a transdisciplinary knowledge view and has as its theoretical referential the contribution of classical and contemporary authors from the human and social sciences and, as an empirical research strategy, the structured interview. The objectives of the research were: identify how the assistance to women with breast cancer is carried on at a Reference Center on Oncology in Campina Grande, Paraiba, identifying their difficulties and their satisfaction with the received assistance; draw up a profile of the women with breast cancer who were assisted in this Reference Center; understand their gynecological and obstetric antecedents, life styles, age group and stage of the disease when the treatment started; check their knowledge about their rights and which benefits they had received. Most women ranged between 40 and 59 years old (63%), which corresponds to the risk range of developing breast cancer. As to their occupations, 38.3% were housewives and 30.1% retired, whose family income was among those who received between less than a minimum salary and one minimum salary (58.2%). This population was mainly constituted of married women (60.2%), whose most frequent schooling was an incomplete elementary school (27.6%) and complete elementary school (24.1%), which added up to 51.6%. It was observed that the majority of the women seemed to be satisfied with the assistance received, noting that a minimum care was enough to define this satisfaction, although it is perceived that the access to the health system does not ensure the ideal attention conditions they need; it was verified that the availability of the services and the assistance itself are seen (in the local culture) as a favor and not as a right. It is also observed that only 30% of the women mentioned that they knew about their rights and the most mentioned ones were the disease assistance (13%), the medicines (13%) and the treatment (12%), which represent the most important triad to face the disease and around which the oncologic assistance most focus on. It is concluded that the condition of the users´ minimum existential of a public health unit and the condition of belonging to a lower social stratum were variables that influenced the respondents´ satisfaction in relation to the assistance received but the importance of the Reference Center for the women with breast cancer´s assistance for the whole region cannot be denied as well as the need to broaden the way the policy of the oncologic assistance in Brazil in the local realm is seen

O Jeito nordestino de ser globalizado

This work discusses the impacts of the globalization in the Brazilian northeast culture, specifically in the popular field. The background of theses reflections is the carnival festivities in Recife-PE. In this context, attempts to changes as well as resistance to them maintaining the cultural values and the popular manifestations take a new dimension, presenting different ways of being nordestino. The option for the context of the carnival festivities is due to its significance to the people of this place, particularly as it is a space in which people represent themselves. The work presents a version of the history of carnival in Recife, identifies some manifestations that comprise it, analyzes its changes and shows the process of valuing the local culture in the latest years of the 20th century. The research also reveals how the popular culture assumes a functional and dynamic character where the themes of the popular traditions are being reworked. This process allows not only the survival of the local culture, but also the resistance against the capitalist project to construct a global culture and its uniform character. Even though the carnival festivity has become a mega show, composing a market design, it is still a space to construct differences and see the other. Lastly, for the people of that region, it is a space of fighting for a place in the international panorama

A relação entre a família e a instituição de educação infantil: descrição reflexiva sobre uma experiência

The present paper is a doctorate thesis, in the area of Education, that has as a goal to describe and to reflect on the construction/systematization of a relation between family and institution of Childhood Education, in favor of sharing the care and education actions of children, in the context of creation of a County Center of Childhood Education, located in the city of Natal-RN. Our intension with this paper is to share some of the ideas and actions collectively constructed by this experience, with the intention of bringing a contribution for the thematic debates concerning Childhood Education - as modality of education, in a general way; and the relations between families and Institutions of Childhood Education, in a more specific way. The paper presented here is endorsed by the postulates of the qualitative research with characteristics of a research-action, having as main instruments of the data construction the open or half-structuralized interviews, the personal notebook of registers, the participant s index cards characterizing the children and comments. Authors as Aries (1981); Bassedas, Huguet and Solé (1999); Bhering and Blatchford (1999); Brasil (1998); Bujes (2001); Didonet (2002 - 2003); Formosinho (2007); Gómez (2000); Heywood (2004); Kramer (2005); Marchesi and Martín (2003); Marschal and Zohar (2006); Thiollent (2004); Tiriba (2006), amongst others, had theoretically based this paper. The experience described here points to the possibilities of sharing the care and education actions between family and Institution of Childhood Education, emphasizing the relevance of participative praxis in the interior of the institution, so that its job can propitiate this sharing with the families, throughout activities as meetings, lectures, workshops, participation in didactic projects, open expositions to the community, commemorative parties and valuation of the local culture, amongst other chances of dialogue and interaction between the educative institution and the families

O papel dos quintais urbanos na segurança alimentar, bem estar e conservação da biodiversidade

Residential homegardens have environmental and social roles in the urban environment. These green spaces can potentially minimize the impacts caused by the growth of cities, being an alternative to connect fragmented areas or offer refuge to wildlife and therefore support the conservation of biodiversity. In addition, the homegardens demonstrate a leading role in increasing human well-being by promoting socialization opportunities, contact with nature, local culture as well as improvements in food security for the urban families. Nevertheless, it is still unclear what specific characteristics of homegardens can act effectively in the conservation of the biodiversity, as well as in the construction of food security and well being of the homegardeners and their families. The first chapter of this thesis analyzed the diversity of plant species (native and exotic) and assessed the contribution of different types of urban gardens (ornamental and forest gardens alike) in the presence of wildlife such as birds, monkeys and lizards. In the second chapter we evaluated the contribution of those gardens to the welfare and food security of their owners. In order to do this, 41 gardens were visited in Pium, a southern coastal town in the northeastern Brazil, which also happens to be in a periurban region undergoing rapid urban expansion and pressure from the real estate market. We surveyed the planned biodiversity and fauna associated with homegardens. The data related to food security and welfare were sampled through interviews with the person in charge of taking care of the gardens. These interviews covered issues on the supply of food from the garden and absence of chemical products, as well as aspects of the GNH indicator (Gross National Happiness). The results showed that these homegardens generally contribute little to the maintenance of native plant species (native species = 29/ total = 187). From its main features, the gardens were classified as ornamental, forest gardens and forest farms. These groups had a different effect on the presence of the animals studied and the last two contained most of the sampled native species. The diversity of plants and trees was a good predictor of the presence of birds and monkeys. Thus, the contribution of yards for the conservation of biodiversity depends on the type of garden: some even can have negative effects on conservation. These results can direct new approaches to detailed understanding of gardens and also of public policies applied to urban planning. The results of the second chapter showed that the two types of forest gardens contributed to household food security, for providing food and medicinal herbs, which mostly did not have pesticides and chemical 12 fertilizers. But the three groups of gardens are important components for the well being of their stakeholders. Gardens help promote the transmission of knowledge on agriculture, socialization, contact with nature and bring up feelings related to peace and harmony. Thus, forest gardens can be considered important means to get through public projects and policies designed to encourage biodiversity and promote food security and well-being in urban areas

O turismo de base comunitária como vetor de etnodesenvolvimento: a comunidade Mebêngôkre-Kayapó na Terra Indígena Las Casas - PA

This study aims to analyze the contribution that the future implementation of community-based tourism can provide to Mebengokre-Kayapo, people of the village Tekrejarôti, they re-inhabiting the indigenous land Las Casas, located in southern of Pará, taking into consideration that tourism is as vector of ethnodevelopment, and it can also contribute to the conservation of Sociobiodiversity and local culture through experiences that will enable the realization of acquaintanceship, where there will be sharing of the daily activities of the customs of the local people, and cultural changes, which is the aim between visitors and the community, where these ones can promote the knowledge of non-indigenous people, and to consolidate the ethnic and cultural identity thereof too. Thus, this study guided by the participatory action research, it was used data obtained in 2012, that were results from the application of interviews with the community to make the diagnosis of tourism potential. It is an exploratory and descriptive research about the topic. The field research combined with participant observation, workshops and interviews contributed to it was possible to conduct a depth analysis about the environment studied. This research has the intention to obtain concrete results in the implementation and/or promotion of a cultural practice and environmentally sustainable ruled in organizational processes that permeates the guidelines of community-based tourism, however this depends on the conditions of human and forest resources, and infrastructure conditions in the community, providing in the short and medium terms, social activities and culturally positive for the culture of this people, and providing to long term, environmental and economic landmarks. As result, it was possible to identify that the community with its cultural events, parties and ceremonies being allied to their way of life and taken from their criteria, it is able to work with the tourism within their land and it can makes the tourism, a cultural affirmation opportunity and income generation. But, it concludes that for tourism to become ,in fact, there are required to be carried out some measures, that meets the new Regulatory Instruction IN 3/2015, this IN states that for the community to work with tourism in their land, it is necessary to be prepared a visitation plan that fits the established requirements. This research is constituted as an important tool in building this visitation plan, given that it was done from the community demand and it was conducted in a participatory manner, valuing the horizontal dialogue and the autonomy of this people.

O turismo de base comunitária como vetor de etnodesenvolvimento: a comunidade Mebêngôkre-Kayapó na Terra Indígena Las Casas - PA

This study aims to analyze the contribution that the future implementation of community-based tourism can provide to Mebengokre-Kayapo, people of the village Tekrejarôti, they re-inhabiting the indigenous land Las Casas, located in southern of Pará, taking into consideration that tourism is as vector of ethnodevelopment, and it can also contribute to the conservation of Sociobiodiversity and local culture through experiences that will enable the realization of acquaintanceship, where there will be sharing of the daily activities of the customs of the local people, and cultural changes, which is the aim between visitors and the community, where these ones can promote the knowledge of non-indigenous people, and to consolidate the ethnic and cultural identity thereof too. Thus, this study guided by the participatory action research, it was used data obtained in 2012, that were results from the application of interviews with the community to make the diagnosis of tourism potential. It is an exploratory and descriptive research about the topic. The field research combined with participant observation, workshops and interviews contributed to it was possible to conduct a depth analysis about the environment studied. This research has the intention to obtain concrete results in the implementation and/or promotion of a cultural practice and environmentally sustainable ruled in organizational processes that permeates the guidelines of community-based tourism, however this depends on the conditions of human and forest resources, and infrastructure conditions in the community, providing in the short and medium terms, social activities and culturally positive for the culture of this people, and providing to long term, environmental and economic landmarks. As result, it was possible to identify that the community with its cultural events, parties and ceremonies being allied to their way of life and taken from their criteria, it is able to work with the tourism within their land and it can makes the tourism, a cultural affirmation opportunity and income generation. But, it concludes that for tourism to become ,in fact, there are required to be carried out some measures, that meets the new Regulatory Instruction IN 3/2015, this IN states that for the community to work with tourism in their land, it is necessary to be prepared a visitation plan that fits the established requirements. This research is constituted as an important tool in building this visitation plan, given that it was done from the community demand and it was conducted in a participatory manner, valuing the horizontal dialogue and the autonomy of this people.

O city marketing em Natal/RN e a construção da imagem da cidade

The growing importance of tourism in overall economic activity worldwide has favored the intensification of competition among cities that seek to create environments attractive to tourists and potential investors. It has been common practice to import characteristics of the business environment in the public management of cities. The city marketing is a key tool used by public leaders to promote a linkage between the tourism image and urban image and involves, in addition to promoting the image of the city, the planning of interventions in urban space, trying to formulate a positive image of the city able to facilitate the deployment of capital. This research seeks to understand the nature of city marketing as part of contemporary urban management and analyzes how is its application in decisions concerning the promotion of tourism in Natal/RN. The approach of this research is qualitative, exploratory and descriptive, in which respondents were the main leaders of two of the official tourism site, the Empresa Potiguar de Promoção Turística and the Secretaria Municipal de Turismo e Desenvolvimento Econômico. It was found that there is a strong articulation of public power with private enterprise in the design and conduct of the actions of urban marketing, that from the survey data show that the behavior of target markets provide guidelines for taking strategic decisions relating to tourism. Sun and sea are some key elements explored to form the image of Natal and to authorize the sale of the city as a tropical paradise. However, there is an increase in the diversification of tourism products, seeking to increase flow to the segments of ecotourism, adventure, business and culture. It s also growing the use of local culture as a tourism product, however, the cultural representation focuses on superficial values and does not bring to light the social and historical richness that the city has. Public authorities use the city marketing strategies as a means able to maximize the attractiveness of Natal urban space to investors, business groups and tourists. It can be observed that urban managers seek solutions that can continuously increase the tours, which often manifests in interventions that focus the tourist areas of the city, in oposition of those who do not contribute to a positive reading of the city, which ultimately generate the worsening of spacial and social inequalities

Religião e cultura local: estudo de dois grupos espíritas potiguares

The subject of this research is the spiritual religious field, connected with the local cultural perspectives. Its basis is the analysis of two spiritual groups settled in Natal/RN: The Spiritual Group Evangelho no Lar and the Spiritual Center Garimpeiros da Luz . These two groups represent a point of convergence of several sectors of this religion, either through its insertion in the local sphere or in contact to nationally influent leaders, like the mediums Francisco Cândido Xavier and Divaldo Pereira Franco. Then, it aims to reach the potiguar singularities in their spiritualism approaches, looking for an analyses to possible connections between local values and themes from the spiritualism largely developed in Brazil. So, its objective is to act in the scope of influence, references, representations and adaptive practices in a local context, and they signalize special practices . The approaches until now developed refer only to the living of a Brazilian spiritualism, perfectly developed in contact with the catholic substrate, but there s still a gap about the local observation, with its peculiarities, which its research aims to disclosure. The option for a qualitative approach, in perfect relationship with the nature of the questions which were made was considered as an appropriate way to guide the study. To reach this, it will be made an ethnography of the studied groups, not only in the use of open interviews with its members but also in the contact and observation of its religious behavior, for example: meeting for studies of the doctrine, mediunic meetings, public lectures, helping the public in general. As results of this research we can point to the delimitation of local cultural references, which are undeniable, in relation to the identification of RN personalities who are considered coordinators or active spirits in the work performed by the groups. Thus, Auta de Souza, poetess and woman of great religiosity, Augusto Severo de Albuquerque Maranhão, martyr of the aeronautics, Father João Maria, object of popular devotion and Abdias Antônio de Oliveira, ex president of the Spiritual Federation of RN, present themselves as spiritual beings who lead the adaptability to the local context. In such a context, we have to point out the work of mediums, who, having a specific charisma, interacted with the groups in the establishment of these cultural bridges already made in their own contexts (national level), through the work equally possible to be locally reproduced. This and other facts, point out to perspectives of cultural circularity , including referring to a greater linking to sub layers in a true zone that converges and has circulation between an erudite spiritualism with another one, turned to the incorporation of local and popular elements

Identidade e participação da comunidade rural nos processos de desenvolvimento local:desafios e competências do regulado de Nhambita-Moçambique

This thesis is defined as a reflection on the mechanisms of expression and insertion of the homo situs in the participatory governance in Mozambique. For a better understanding of this social fact, it was settled a periodization which covered the decline of colonialism at the time of the independence, which was proclaimed in June 1975, the civil war that lasted over 16 years and the period of the democratic State, further established. Therefore, we sought to understand the mechanisms and failures of the participation of the homo situs in local development projects that absorbed the needs and problems of these peasants, not mobilizing the skills and social competences of these communities. It would be essential for the homo situs a genuine democratic practice involving a political culture based on the social construction of the territories of the traditional man which was characterized by being procedural and historical, finding in participation its higher base. In this context, it would be desirable that the community development in Mozambique could contemplate and respect the choices of the homo situs. For this purpose, it would be fundamental the consistency between theory and practice, which builds and rebuilds, continually the competence of the peasants, facilitating the possibility of realization of their primordial aspirations. In the research, it became apparent that there is not a continuous process of participation of the rural communities, which appear as participants, only at the time of the implementation of the activities. Therefore, even having the participation of the communities expected by the law, with predictable moments of discussion and necessary conditions for that, the State failed to establish an ongoing process of democratic dialogue with traditional populations, as well as it failed to organize, properly, accurate informational bases to help solve the problems of rural areas. These facts have led to obstacles to the process of conquest of the human and civil rights of the traditional communities