O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Simulador radiográfico antropomórfico de mama humana

Mammography is a diagnostic imaging method in which interpretation depends on knowledge of radiological aspects as well as the clinical exam and pathophysiology of breast diseases. In this work a mammography phantom was developed to be used for training in the operation of mammographic x-ray equipment, image quality evaluation, self-examination and clinical examination of palpation. Polyurethane was used for the production of the phantoms for its physical and chemical properties and because it is one of the components normally used in prostheses. According to the range of flexibility of the polyurethane, it was possible to simulate breasts with higher or lower amount of adipose tissue. Pathologies such as areolar necrosis and tissue rejection due to surgery reconstruction after partial mastectomy were also simulated. Calcifications and nodules were simulated using the following materials: polyethylene, poly (methyl methacrylate), polyamide, polyurethane and poly (dimethyl silicone). Among these, polyethylene was able to simulate characteristics of calcification as well as breast nodules. The results from mammographic techniques used in this paper for the evaluation of the phantoms are in agreement with data found in the literature. The image analyses of four phantoms indicated significant similarities with the human skin texture and the female breast parenchyma. It was possible to detect in the radiographic images produced regions of high and low radiographic optical density, which are characteristic of breasts with regions of different amount of adipose tissue. The stiffnesses of breast phantoms were adjusted according to the formulation of the polyurethane which enabled the production of phantoms with distinct radiographic features and texture similar to human female breast parenchyma. Clinical palpation exam of the phantoms developed in this work indicated characteristics similar to human breast in skin texture, areolar region and parenchyma

Imagem corporal e fatores de risco em praticantes de caminhada da cidade do Natal-RN

Body image is the figure of our bodies built in our minds and the degree of dissatisfaction is often associated with risk factors identified by anthropometric measures. The purpose of this descriptive study was to evaluate the risk factors associated to morphological and functional variables associate to the perception of auto-image in middle-aged walkers of the south zone of the city of Natal. A hundred and thirty volunteers had been evaluated in four groups in function of the gender and age group. As measurement evaluations were used an auto-image perception questionnaire proposed by Stunkart of nine silhouettes numbered for both gender was applied; a weighing machine equipped with stadiometer for the body mass (kg) and stature (m) and the body mass index (kg/m2) that was calculated with base in measures of the body weight and stature and classified according to norms of the National Institute of Health (2000) as well as the systolic and diastolic blood pressure by a electronic digital device (DIGITRONIC). A metal anthropometric tape was used for the waist to hip ratio (WHR). It was used Analyses of variance (ANOVA) one-way, post hoc of Tukey and correlation of Spearman for the nonparametric data adopting the level of ρ≤ 0,05 for rejection of the null hypothesis. The body mass index indicated high factors of risk in the consisting groups. In all the groups were registered the desire to reduce their silhouettes. The body weight shows reduced when compared with the younger group in the male group of superior age group, while in the female group the inverse one occurs. The autoimage perception is associated with the classification of the waist to hip ratio in the female gender in the age group of the 50 to the 59 years and in the classification of the body mass index of all constituted groups. Significant associations had not been found for classification of the systolic and diastolic blood pressure in relation to the auto-image 41 perception. This thesis presents relation of interdisciplinarity and its contents have application in the fields of Physical Education, Medicine, Physiotherapy and Nursing

Rejeição e voto em eleição contemporânea: um estudo de caso da eleição à prefeitura do município de Natal/RN (2012)

Given the importance that political science and social sciences give studies of voting behavior, this study sought to fill this academic discussion another important element that makes up this complex set. From the campaign trail to City Christmas in 2012 work has been undertaken analysis of rejection in the first and second rounds of this election. For this analysis we used two sources of data: quantitative research, conducted by Search Consult the first and second rounds of elections, and the use of focus group technique, performed in the second round of elections. Knowing the various factors that may affect the voting decision, but also the dynamism that pervades a political dispute, seek, with this work, contribute to the deepening of the rejection of studies, aiming to bring subsidies presenting information to better explain the behavior studies election. The results showed that there is a less expressive, the chamda strong rejection. We speak of that rejection based on a political, historical and ideological. The reason for the weak presence of strong rejection seems to be little involvement of voters with politics and, consequently, low knowledge about politics and politicians. We observe, however, evidence of rejection volatile. We refer here to a kind of rejection that develops during the election process depending on the preference of the voter and according to the circumstances of the campaign. The data also lead us to conclude that television is as an instrument for the dissemination of ideas that can contribute in shaping the opinion of viewers. The role of political parties in representing the interests of the people have lost their strength in recent years. The data also show that, to the extent that increases the preference of voters in the electoral process, also increases its rejection

Imagens do medo na mídia: uma análise das representações da violência em Natal-RN

Social violence is one of the phenomena of human life that produce effects on the social imaginary as it is in it that are designed conflicting values concerning what is most vital to humans, such as respect for the strength and the fear of death, pleasure trespass for injury and pain, the rejection of injustice and anger that is born of revolt. The variability of feelings and reasons that constitute violence has required academic knowledge increasingly sensitive reflections that encompass the complexity of its manifestations. The feeling of fear and insecurity which constitute the collective social imagination has caused large changes in the behavior of both individuals and the society as a whole. This study aims to reflect on media representations the social violence in Natal-RN. Through a thematic survey and documentary analysis of three newspapers of Rio Grande do Norte - Tribuna do Norte, Novo Jornal and Jornal Metropolitano - was possible to list events and trace different discursive strategies that lead to receptors ideological interests of class, constitute social and spatial segregations and maximize violations of rights and of the human dignity, with important implications in the construction of social representations concerning the reality of violence

Max Stirner, o único e o que lhe é próprio: uma interpretação e(m) algun(s) ensaio(s)

This work has a study object the main thinking work of Johan Kaspar Schmidt well known as Max Stirner (1806-1856) - originally titled (in German), Der Einzige und sein Eigentun, and translated into Portuguese by the Portuguese publisher Antígona in 2004, under the title The Unique and its Ownership. This book was known in 1844 although its publication dated 1845 seen that the censor of that time rejected the publication request in that year - saying that ( ) in concrete passages of that work, not only God, Christ, the church and the religion are usually object of proposal blasphemy, but also because all social order, the state and the government are defined as something that should not exist simultaneously as one justifies the lie, perjury, the murder and suicide and denies the ownership right. After this first attack and rejection by its bearing the unique come to be others target, due practically to all the philosophical political thinkers its time including thinkers like Ludwig Feuerbach and Karl Marx & Friedrich Engels in spite of, on the other hand, having inspired formulations and reformulations of many of those thinkers that were against then in their times, as well as those thinkers that came after then such as Nietzsche himself. Even though this work was be victim of powerful attempts of erasing it of history, it has shown a great repercussion power and that is the main reason that led us to ask the following questions what is its big originality? , how could his author arrive at a so impactant perspective? What is its most legitimate political place? We endeavored in elaborate answers to those questions trough the exegesis of its text, taking in account both the scholarship environment where the author produced his intellectual life set - and the detailed reading of texts linked to discussion in focus, where this reading is always based upon the meaning and senses traced by the texts and its contexts as a precaution against the limits and the traps of the readings which shed light markedly on strict letter of the phrases constructs. Ours conclusions point at to the idea that a work like this , that subverts the characteristic ways of thought of the modernity, completely, continues being a utter odds, without rank in the history of thought and the moderns political practices, finding parallel possibility only, in a very special way, with a certain autharchic perspective of Ancient Greece

Saberes e práticas em experiência de construção da sustentabilidade no meio rural nordestino

The purpose of this work is to analyze the knowledge relationships that articulate in projects of maintainable rural development construction for the paraiban semi-arid, analyzing the farmers daily practices and their relationship with the technological practices spread by ONGs. We took as empirical object the rural community of Lajedo de Timbaúba, municipal district of Soledade-PB, located in the very small region of paraiban Curimataú. It is a community where registers one of the first cases of maintainable rural development planning in the state of Paraíba. The analysis was centered on the farmers experiences of life in sustainability experience, trying to understand how they acquire new knowledge and how they interact with them. In methodological terms, it was considered feasible to place the knowledge interaction between the farmers and technicians from ONGs by placing the analysis according to Paulo Freire s questioning (2006): extension or communication? To understand the farmers daily practices, it was resorted to the theoretical contribution by Michel de Certeau (2008) in order to discern a microresistance movement of inversion/rejection/changing by the farmers in relation to their external knowledge. Just from the theoretical point of view and resorting to the imaginary social by Cornelius Castoriadis (1982), it was considered the way of living of the farmers researched, having as reference the experience in the material and symbolic production of their lives. It became indispensable, therefore, not to dissociate the knowledge relationships between farmers and technicians from ONGs from the sustainability concepts, maintainable rural development, and rural extension. The results of the study revealed that the farmers from Lajedo de Timbaúba while dealing with the technological practices proposed by ONGs that work in the community, express those practices from their daily logic, and they constitute them in survival strategies that are inserted in their own idiosyncrasy. It was verified, therefore, that the external knowledge presented by the proposals of sociability alternatives with the droughts in the perspective of maintainable development while placed in the farmers daily relationship, they are judged as advantageous or disadvantageous when they are confronted with their peculiar way of doing their daily work. The technological practices are incorporated, denied, or recreated starting from evaluative criteria related to the preservation of the soil and to the economical and social reproduction of the unit of production of family agriculture

O trabalho em saúde como espaço pedagógico: desafios e possibilidades

The ongoing transformations in brazilian society, arising from technical and organizational changes in the working world, are making, with much emphasis, heated debates resurge related to themes and issues that refer to the relationship between work, skills and education. Thus, this study is inserted in the link between education and work, pointing to the work as an educational principle according to Antonio Gramsci. This paper aims to discuss the interfaces between education and work in the everyday health care teams and learn about the activities developed by health teams related to the learning processes in and with the work to analyze the opportunities and challenges of transforming spaces of health work in an environment of lifelong learning. This is a descriptive, exploratory with a qualitative approach case study developed from semi-structured interviews with the health staff professionals of the Unidade de Terapia Intensiva da Casa de Saúde Dix-Sept Rosado in Mossoró / RN , who answered open questions about the relationship between education and work. The interviews were conducted during the month of January 2010, the same being recorded, transcribed and analyzed, culminating in the production of new knowledge on the subject. It is understood that work and education activities are eminently human, therefore only the human being works and educates. Given the statements of participants, it is noticed that all work processes in health are learning moments. This happens through new demands imposed by the everyday of the services, by interaction with a multidisciplinary team, participation in educational activities and individual study. It was noticed that the institution in this case does not promote study courses related to Intensive Care and that there are obstacles to the realization of educational activities on and with the work, such as: excessive workload, inability to release staff to participate in events, low pay, which leads the worker to have more than one employment, rejection of new knowledge by some workers and lack of physical infrastructure and incentives for the activities. The daily situations must be transformed in learning, selfanalyzing the problems of practice and valuing the work process itself in its intrinsic context. We conclude that dealing with the web of relationships between educational processes and production processes of health services, unraveling the intricacies of the world of work and education requirements in this sector are increasingly on the agenda of Sistema Único de Saúde workers and managers. The continuing consideration of this issue becomes an essential condition for the proper discharge of their responsibilities. We consider that bringing the education to everyday life is the result of recognition of the educational potential of the work situation

Análise e síntese de antenas e superfícies seletivas de frequência utilizando computação evolucionária e inteligência de enxames

The frequency selective surfaces, or FSS (Frequency Selective Surfaces), are structures consisting of periodic arrays of conductive elements, called patches, which are usually very thin and they are printed on dielectric layers, or by openings perforated on very thin metallic surfaces, for applications in bands of microwave and millimeter waves. These structures are often used in aircraft, missiles, satellites, radomes, antennae reflector, high gain antennas and microwave ovens, for example. The use of these structures has as main objective filter frequency bands that can be broadcast or rejection, depending on the specificity of the required application. In turn, the modern communication systems such as GSM (Global System for Mobile Communications), RFID (Radio Frequency Identification), Bluetooth, Wi-Fi and WiMAX, whose services are highly demanded by society, have required the development of antennas having, as its main features, and low cost profile, and reduced dimensions and weight. In this context, the microstrip antenna is presented as an excellent choice for communications systems today, because (in addition to meeting the requirements mentioned intrinsically) planar structures are easy to manufacture and integration with other components in microwave circuits. Consequently, the analysis and synthesis of these devices mainly, due to the high possibility of shapes, size and frequency of its elements has been carried out by full-wave models, such as the finite element method, the method of moments and finite difference time domain. However, these methods require an accurate despite great computational effort. In this context, computational intelligence (CI) has been used successfully in the design and optimization of microwave planar structures, as an auxiliary tool and very appropriate, given the complexity of the geometry of the antennas and the FSS considered. The computational intelligence is inspired by natural phenomena such as learning, perception and decision, using techniques such as artificial neural networks, fuzzy logic, fractal geometry and evolutionary computation. This work makes a study of application of computational intelligence using meta-heuristics such as genetic algorithms and swarm intelligence optimization of antennas and frequency selective surfaces. Genetic algorithms are computational search methods based on the theory of natural selection proposed by Darwin and genetics used to solve complex problems, eg, problems where the search space grows with the size of the problem. The particle swarm optimization characteristics including the use of intelligence collectively being applied to optimization problems in many areas of research. The main objective of this work is the use of computational intelligence, the analysis and synthesis of antennas and FSS. We considered the structures of a microstrip planar monopole, ring type, and a cross-dipole FSS. We developed algorithms and optimization results obtained for optimized geometries of antennas and FSS considered. To validate results were designed, constructed and measured several prototypes. The measured results showed excellent agreement with the simulated. Moreover, the results obtained in this study were compared to those simulated using a commercial software has been also observed an excellent agreement. Specifically, the efficiency of techniques used were CI evidenced by simulated and measured, aiming at optimizing the bandwidth of an antenna for wideband operation or UWB (Ultra Wideband), using a genetic algorithm and optimizing the bandwidth, by specifying the length of the air gap between two frequency selective surfaces, using an optimization algorithm particle swarm

Estudo de Superfícies Seletivas de Frequência com o Uso de Inteligência Computacional

The main objective of this work is to optimize the performance of frequency selective surfaces (FSS) composed of crossed dipole conducting patches. The optimization process is performed by determining proper values for the width of the crossed dipoles and for the FSS array periodicity, while the length of the crossed dipoles is kept constant. Particularly, the objective is to determine values that provide wide bandwidth using a search algorithm with representation in bioinspired real numbers. Typically FSS structures composed of patch elements are used for band rejection filtering applications. The FSS structures primarily act like filters depending on the type of element chosen. The region of the electromagnetic spectrum chosen for this study is the one that goes from 7 GHz to 12 GHz, which includes mostly the X-band. This frequency band was chosen to allow the use of two X-band horn antennas, in the FSS measurement setup. The design of the FSS using the developed genetic algorithm allowed increasing the structure bandwidth

A difícil aceitação dos números negativos: um estudo da teoria dos números de Peter Barlow (1776-1862)

The present study seeks to present a historico-epistemological analysis of the development of the mathematical concept of negative number. In order to do so, we analyzed the different forms and conditions of the construction of mathematical knowledge in different mathematical communities and, thus, identified the characteristics in the establishment of this concept. By understanding the historically constructed barriers, especially, the ones having ontologicas significant, that made the concept of negative number incompatible with that of natural number, thereby hindering the development of the concept of negative, we were able to sketch the reasons for the rejection of negative numbers by the English author Peter Barlow (1776 -1862) in his An Elementary Investigation of the Theory of Numbers, published in 1811. We also show the continuity of his difficulties with the treatment of negative numbers in the middle of the nineteenth century

Um olho torto na literatura de Graciliano Ramos

This dissertation analyses, within a psychoanalytical e literary perspective, the enigma of blindness in Graciliano Ramos s work. The approach takes into account, mainly, the narratives of Histórias de Alexandre (Alexandre s tales) and Infância (Childhood memories) as both books speak of the same theme: the injured eye. The writer s work is scourged so that a broaden symbolism regarding the hurt eye can be found. The subject is discussed from three significant elements: fragmentation, helplessness and melancholy; all these form the creative aesthetic of Graciliano, merging into a single object. Fragmentation representing the internal shattered world of his characters, which is reflected in the environment; helplessness, directly related to feelings of rejection; and melancholy, characterized by a strong feeling of emptiness. The theme of isolation and loss is discussed based on Mourning and melancholy, by Freud, and other theorizers. There is also a brief dialogue with the Romantic and philosophical theories, which tries to explain the melancholic condition in the individual before moments of distress. Such theories are the support for the understanding of the helplessness of the hero in Graciliano Ramos´s literature and for the assumption that the blindness in the mistreated boy of the book Infância could be the language of the traumatic aspect that colors the entire text of the writer. As matter of fact, it constitutes in the lost object represented in the anguish of the author s characters

Clarissimo speculo bonitatis Dei : o mundo de Tomás de Celano e a sua leitura de mundus

The aim of this study is to understand the version of St. Francis of Assisi created by Friar Thomas of Celano in his hagiographic works. That study also it examines how the Order of Friars Minor and the Papacy have understood the relationship between Christians and the world and turned thisunderstanding in a version of the Saint. Factors such as the replacement of Neoplatonism byAristotelianism as philosophical paradigm and economic and social changes have contributed to change the interpretation of the biblical mandate to not love the world , no longer interpreted as materiality, but as an order for Christians to flee sin. The rejection of the world was replaced by a greater appreciation of nature and society. Moreover, increasingly, the body went from enemy to friend, becoming the brotherbody. Such analysis is important to review the idea, so common in the historiography of what MaxWeber called Worldly Asceticism, the Christian life lived in society, only emerged in Protestantism in opposition to monasticism. The mendicant orders, especially the minority tried during the thirteenth century, the period of analysis of this work, experience the loving nature of Christianity and acting,through preaching and charity in the cities.To make this work, were analyzed the hagiographic discourse (on San Francisco) made by Thomas of Celano, Vita beati Francisci (called Vita Prima) and Memorial in desideiro anime (named Vita Secunda) and, from this, understand the Celano´s interpretation on how it should be the Christian's relationship with the world. The world ceased to be adistorted reflection of a perfect reality, becoming the perfect reflection of God's goodness.

Caracterização da neofobia alimentar em crianças de três a seis anos

Alimentation is essential in life. Concerning omnivores, characterized by the necessity of a varied diet to satisfy their metabolic needs, it is extremely advantageous the assumption of new foods. However, the assumption of new unknown foods is, potentially dangerous, because of possible intoxications. In this sense, one of the most important behaviors related to reducing risks is the so called food neophobia, characterized by the rejection of new foods and/or an ingestion of very little amounts. The aim of the present study was to investigate if age, sex and socio-economical status were able to influence food neophobia. The neophobia has been described in a range of 3-6 years old children taken both from public and private schools within the city of Natal-RN. Four different type of ice-creams, each one characterized by a different flavor, have been utilized. Two flavors were known to the young and the remaining two flavor were new. We didn't find significant differences between the investigated variables. However, the exploitation of data from the survey conducted showed that the ease or not to accept new foods obtained, was correlated with the variables under the same guidelines observed in literature. Aspects related to the stimulus used probably eased the neophobic answer. Then, it is suggested that the food neophobia can be influenced by sex, age and socioeconomic factors of individuaIs. Neophobia tends to be more common in girls, with ages between three to four years old and with a low leveI socioeconomic. In this sense, given the importance of kid neophobic reaction to the development of dietary patterns of other life's stages, it is necessary to make further studies to better explain this phenomenon. Given the pivotal role of food neophobia to the development of alimentary habits within all ages of life, other studies will be necessary for a better comprehension of such phenomena. Key-words: food neophobia; Evolutionary Psychology;children food intake; diet restriction; children's diet development

Implicações socioambientais da construção de um parque eólico no município de Rio de Fogo-RN

The purpose of this study was to investigate the social-environmental implications of the first large scale wind farm recently built in Brazil (2006), Parque Eólico de Rio do Fogo (PERF), to the nearby communities. The research was base on the adjustment of the DIS/BCN tool to analyze social impact and it was linked to the multi-method approach. Applying the autophotography strategy, cameras were given to five children from the district of Zumbi, the nearest location to PERF, and they were asked to individually photograph the six places they liked the most and the six places they liked the least in their community. Then, these children were interviewed individually and collectively about the photographs. Adult locals in Zumbi, residents of Zumbi/Rio do Fogo settlement, members of the State and Municipal government and representatives of the PERF were also interviewed with the aid of some of the pictures taken by the children and others that might trigger something to say, as a strategy called sample function. The five children presented positive image towards PERF; all of them chose to photograph it as one of places they liked. Adult population of Zumbi presented positive visual evaluation towards PERF. A small number of the interviewees were aware of the environmental and social benefits of wind energy production. Residents did not participate of the decision making process regarding PERF. They approved the project, especially because of the jobs provided during construction. Nowadays, PERF is something apart from their lives because it no longer provides jobs or any other interaction between the facility and the locals. Residents relate to the land, not with the facility. However, there is no evidence of rejection towards PERF, it is simply seen as something neutral to their lives. The low levels of education, traditional lack of social commitment and citizenship, and the experience accumulated by PERF´s planners and builders in other countries, may be contributing points to the fact that Zumbi residents did not oppose to PERF. It is clear that the country needs a legislation which seriously considers the psycho-social dimension involved in the implementation of wind farms