Relações públicas e o Brand Management: storytelling 2.0 na construção de relacionamentos

According to the Informational Society of the twentieth century, man develops society of the spectacle, where life becomes virtual and the individual ceases to be a spectator becoming the protagonist of wikiciberepopéia and organizations seeking to gain the attention and time of its consumers through new communication strategies. If the great epics of mankind brought mythical heroes, divine, with powers (mostly above the mortals), in the era of new technologies, the common man is in the hands the opportunity to become the hero of his own ciberepopéia. Increasingly resistant to traditional advertising, the new model of media consumer, the prosumer, the storytelling is transforming into one of the main communication tools of contemporary organizations. Offer your audience a creative and relevant content across several media platforms is a major brand positioning strategies currently used, in addition to providing the transmission of values and organizational principles in a subjective manner. Storytelling where objects are extensions of the human body (eg, the cell can be treated as an extension of the ears) is a strong indication of a technocratic society, because we can consider the new technologies as extensions of the human brain (as new store technologies, create meanings, share information through a specific language) and the individual who is on the edge of new technology ends up being excluded from certain social events. This new world tends to put an end to separation between seemingly contrary ideas, such as reality/fiction, natural/cultural and the man who emerges from this medium is not the creator, but rather, transforming what already exists. The current human evolution takes place from about half the human mind and tell stories that go beyond the media saturation that really emocionem and who have a real meaning for those who listen, to be interconnected with the socio-environmental reality of this new consumer, is a major chall...

Mídias radicais e a utilização do Culture Jamming: quebrando as barreiras construídas pelos veículos hegemônicos

This monograph aims to analyze the ability of the radical media to lead journalistic productions performed by O Globo during debates of the event Rio +20. The concentration of the major means of communication in the minor part of the population consolidates what can be called by hegemonic media. These media are primarily responsible for controlling the content viewed by a large portion of the population. Aiming a true plurality of information the alternative media day-by-day is looking for a bigger space within the communication market. Thus, the hegemonic media use capable tools to interfere in editorial policies consolidated by corporative media. One of those possible tools is the Culture Jamming, an activist action that interferes in a variety of marketing branches of communication. Therefore, having in its basis theorists such as John Downing and Perseu Abramo this study analyzed the journalistic content produced by the newspaper O Globo between the days 13 to 22 of June, in which the Rio +20 activities were held

O papel do profissional de Relações Públicas na gestão com governança corporativa

This research has the finality to search for the Public Relations professional valorization considering new ways of business acting. So it addresses how would be the performance of this professional in a management with Corporate Governance. This way different kinds of references were researched specially business aspects, definitions and history of the public relations, corporate governance, communication and complexity in the organizations. By the end we analyzed the communication in complex organizations and how the public relations professional could be useful in the process

Televisão analógica e televisão digital: o futuro do telejornalismo

This study proposes to present the process of implementation of Digital TV, the available resources found in the Japanese standard employed in the country and the form in which news programs will adapt to the new technology. Following the presentation of the technological tools, the current state of Brazilian television is discussed, focusing on two nationally broadcast programs, Jornal da Band on Bandeirantes channel and Jornal da Record on Record channel. As a case study, three editions of each show are evaluated with an individual and comparative analysis. Following the analyses, perspectives on the future of television journalism in the digital TV age are given. Additionally, the possibilities for interaction between the TV viewer and the channel and the forms of interaction that may exist within particular programs are discussed, thus allowing for active participation from the part of the viewer. The newly developed functions of journalists in the digital age are also broken down in the research. In order to gain a full understanding of the phases of this process of technological convergence and how programs will adapt to these tools, interviews with professionals who work in the production of televised news programs are conducted in the study

Uma análise investigativa da prática de Relações Públicas na indústria da moda

The main idea of this paper is to outline a brief overview about the fashion world from its evolution in the world and in Brazil, including also its growth in the Brazilian economy. From this point, the paper aims to show the relevance of the Public Relations professionals in the fashion market, which needs, more than anything of professionals who are capable and specialized in the relationship between the company and its target market, and in the service for customers who are more and more demanding when talking about quality of customer services

As crônicas de Caio Fernando Abreu: entre o fato e a ficção

O presente trabalho tem por objetivo analisar as crônicas de Caio Fernando Abreu. Num primeiro momento serão verificadas como se dão as discussões a respeito da crônica enquanto gênero. Para tanto serão utilizados conceitos de Castello (2007), Candido (1993), Arrigucci (1986), Coutinho (1984), Melo (2002), Coelho (2002) e Chaparro (1998), que ajudarão a situar a crônica como gênero de fronteira entre expedientes literários e jornalísticos. Num segundo momento, serão analisadas especificamente as crônicas de Caio, buscando assim diagnosticar a maior presença de aspectos provindos da literatura em detrimentos dos jornalísticos. Além disso, também serão buscadas as diferenças que se apresentaram no gênero crônica, quando comparadas com parte da produção ficcional do autor. Para tanto serão abordados aspectos da linguagem e a ausência de personagens homossexuais nas crônicas. Esse grupo de crônicas será classificado como intimista. Ainda nesse capítulo será verificado como foram tratados dois temas que estiveram presentes em contos e crônicas de Caio: o final feliz nos relacionamentos amorosos e o sentimento de ausência da pessoa amada. Um último momento de análise buscará tratar da relação existente entre a vida pessoal do autor e o conteúdo de suas crônicas. Esse grupo de textos, classificado como dramático, utilizará o conceito de autoficção de Doubrovsky (2007)

Revista Bauru animal

The theme of this project is the animal world, focusing on Bauru. The magazine Bauru Animal was born from the lack of publications addressing the issue of animals under the focus of their rights in this county. The treatment we give to animals is an important ethical and moral issue that should be discussed by the press. In Bauru there is an animal protection movement, whether organized or independent people. And there are many problems about the animals. The intent of the magazine is to report the status of animals in the city, checking legislation and getting into the philosophical field: we have the right to treat animals as mere environmental and economic resource? For the preparation of the materials were performed several interviews, documented in audio files and performed with the authors' theoretical Cremilda Medina and José Carlos Sebe Bom Meihy. The animal issue is cross-cutting issue that involves all traditional media editorials and allows public bodies to discuss assignments, ethical, moral and legal, the role of the citizen in society and many other issues relevant to the media

Rotas do sorriso: histórias de vidas relacionadas ao Centrinho

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As relações sociais de trabalho: um campo fértil para a atuação das Relações Públicas

This paper aims at emphasizing the performance of a Public Relations professional, among other activities related to him, as a conflict intermediary in social relations of labor. Therein, a case study is made with administrative employees from the Regional Management Board of Post Office, in Bauru city, São Paulo state, during Collective Labor Agreement period. For comprehension of this specific case, concepts about labor relations and the union movement, as well as about Public Relations activity and its techniques, are used as theoretical substantiation

Discussão sobre a importância do jornalismo na construção da esfera pública: o que diz o Le Monde Diplomatique Brasil sobre os movimentos sociais

Dentro da perspectiva delineada por Jürgen Habermas, que delineia um conceito normativo de esfera pública e de sua importância na democracia, esta pesquisa se propõe a analisar como o jornalismo pode contribuir para a construção da opinião pública, que pressiona os poderes formais. Diante das mudanças nos modos de participação da sociedade civil no poder político, as informações e opiniões relacionadas aos movimentos sociais na imprensa são de extrema importância para a reflexão sobre a democracia. Com o objetivo de entender as contribuições do jornalismo sobre as questões levadas ao público pelos movimentos sociais, este trabalho propõe uma análise do jornal Le Monde Diplomatique Brasil. A partir do método de Análise de Conteúdo proposto por Laurence Bardin, que prioriza a análise qualitativa, a pesquisa busca compreender a constituição e as ideias presentes nos textos e sua relevância para os debates na esfera pública. Desse modo, busca-se apontar pontos positivos e negativos na cobertura jornalística do veículo, que possam contribuir tanto para a prática quanto para os estudos do jornalismo

Revista Morel: proposta de uma publicação ensaística sobre literatura na América Latina

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Newsgames – jogando o jornalismo: categorizações do conceito e estudos de caso da revista Superinteressante

This work aims to investigate more deeply the concept of Newsgame in order to map essencial features for this new type of media product. Based on several examples, we will analyze the different ways in which a game can behave journalistically. We shall seek the author who coined the term “newsgame”, Gonzalo Frasca, and other international authors, based or not on the first, that attempt to point out limits for these electronic games that aspire Journalism. Some models are harsh, while others are more embracing, but all are intended to achieve a new paradigm in communication that releases itself from static representation stemmed from analog media and ventures into the potential of simulation brought from the digital platform. Examples of newsgames and its theories set forth herein also include Brazilian cases, which we will try to prove to be the most laymen on the subject

Cinema Zero na Cidade Média

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A Globalização e as diferenças interculturais em uma multinacional: caso IBM Brasil

O presente trabalho procura entender como a globalização, através da diversidade cultural, pode interferir na vida profissional das pessoas. Tendo como objeto de estudo as disparidades culturais encontradas na IBM Brasil, o trabalho apresenta conceitos da globalização e indaga suas principais consequências na multinacional em questão. Busca identificar as mudanças necessárias no processo de adequação às diferenças culturais entre países e pessoas, entender como as diferenças interculturais podem afetar a vida dos funcionários e como eles aprenderam a lidar com essas diferenças. De modo geral, procura identificar se a globalização fez com que os profissionais se adequassem às diferenças intercontinentais ou se a própria globalização selecionou os profissionais mais adequados ao mercado global