Propaganda e inclusão social: uma análise dialógica do discurso publicitário

The means of mass communication are powerful tools to the spread of a concept as persuasion is a strong characteristic of discourses that gather around the sphere of communication, especially in advertising discourses. By the end of the 90’s, the advertisement “Down: the worst syndrome is prejudice”, did great success approaching prejudice / pre-concept in a subtle and innovative way, due its outstanding purpose and style inserting two boys in a carousel, one is a street child, the other a Down syndrome patient. The advertisement reveals a speak project of diffusion and spread of ideas that down syndrome patients are capable of dealing and supporting a routine full of activities, making a opposition to the campaigns and ideas that, in spite of raising the respect towards these kids, only contributed with the attenuation of their handicaps. Our objective is to investigate the presence of these social values in the quoted audio-visual material, and for that we’ve searched the contextualization of the advertisement in its own time period. The theory and methodological aspects got their base in Bakhtinian studies and concepts; we used the concepts of discourse gender, chronotope and mainly dialogism and enunciation. We analyzed the style utilized in the advertisement, the dialogue between the politically correct and the prejudice speeches, the verbal discourse of the music that flows with the progress of the enunciation, the non-verbal discourse of the photography (nostalgic, producing effects of sense in its relation with memory), the chronotope present in the utilization of the carousel and its significations. We concluded that the accession of the recipient, in it responsive comprehension of the enunciation at hand, is an effect produced by the well-succeded addition of these different types of discourses

Comunicação organizacional: um estudo de caso da agência de propaganda da FAAC - UNESP

A área de Comunicação Organizacional e Assessoria de Comunicação é pauta de discussão nas empresas e, atualmente, segundo a FENAJ (Federação Nacional dos Jornalistas), no mercado de trabalho é uma das que oferece maior número de vagas para jornalistas. Porém, na academia essa área é pouco estudada e discutida por ser uma tendência recente. Visto a necessidade de pesquisar e aprofundar conhecimentos sobre assessoria, esta pesquisa se propõe a levantar conhecimento teórico sobre Comunicação Organizacional, Empresarial e Assessoria de Comunicação, fundamentando-se principalmente em Juarez Bahia, Arthur Ferrareto e Elisa Kopplin, Francisco do Rego, Roberto Neves e Paulo Clemen para posterior análise da área de assessoria da Agência PropagAção, projeto de extensão da FAAC/Unesp cuja discente é integrante. Como a área de Assessoria de Comunicação da Agência ainda está em estruturação, os conhecimentos teóricos abordados nessa pesquisa serão aplicados com o objetivo de criar novas estratégias de comunicação interna e externa, resultando em um plano de comunicação mais eficaz do que o usado atualmente pela Agência

Sistemas de informação governamental para monitoramento e avaliação das políticas públicas: quadro de desafios e perspectivas de avanços

Governament organizations has as challenge for their governance the requirement ro improve evaluation system that measure the acting of their mediations and profefer for society informations about achievements. The text analyze the challenges and advances of evaluation tools for produce guidelines that could be inserted at context of decision-making from public agents. Thereunto informations must be reliable and real-time, creating vectors of haste for modernization of informational capacity of State as a whole.

Educação comunitária para a participação na gestão democrática de orgainzação não governamental/Ong

This study examined an example of community education of citizens that aimed to encourage their participation in democratic management of a non-governmental organization (NGO). The research problems were based on the NGO perspective and the ideas of community education and democratic management that guides the education of citizens to participate in the management of this organization. This issue has been studied under the perspective of educators and managers of NGO who performed the work focused on this study. We opted for a qualitative approach with a review of academic literature, questionnaires and individual and group interviews. The results indicated that the perspective of NGO adopted is used in Brazil. These organizations have low politicization and minimize conflicts between social groups. This approach seemed to contradict the prospect of democratic management that encouraged the struggle for rights and engagement in the management of the NGO and public spaces. The contradictions between the approaches of NFO and democratic management probably influenced the adoption of two conceptions of community education. One is dedicated to promoting self-help community to solve their social and economic problems and other inspired by Paulo Freire, which encourages popular mobilization for the questioning of capitalist social organization.

A propaganda institucional como instrumento das relações públicas: análise semiótica da campanha comemorativa aos 60 anos da Petrobras

The developed research aims to analyze clippings of Petrobras' commemorative 60th anniversary campaign, entitled Gente, é o que inspira a gente., launched in 2013, using concepts of institutional advertising from the perspective of semiotics. The company was chose due to its traditionalism and strength within and outside the country, being one of the 20 largest in the world. During the study, it will be covered topics such as organizational communication and institutional advertising. From analyzing three parts of the Campaign, which aims to influence public opinion about the organization, associating her concepts or images that benefit the way Petrobras is seen. To analyze the effectiveness and efficiency of the campaign, it was chosen as methodological method, the semiotic studies of Charles Peirce, with his concepts of firstness, secondness and thirdness. This approaching intention of its audience is clear in this campaign not only with the participation of employees and signs that compose it, but also with the dissemination of information about the company, such as history, data, policies, methods and services provided, transmitting effectively its essence as a company, through its mission, vision and explicit and implicit values in messages