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...

Avaliação in vivo do potencial estrogênico de amostra de água para consumo humano produzida por estação de tratamento do estado de São Paulo

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Validação e aplicação de método para análise de pesticidas em água para consumo humano de dourados (ms) por CLAE/UV e CG/DTE

Indiscriminate and inappropriate use of pesticides in agriculture has been pointed out for increasing health problems and environmental damage. Considering that water resources are the principal destiny of those compounds after application, the present study presents optimization and validation of two simple and effi cient analytical methods for pesticides quantifi cation in both surface and groundwater. Were selected the pesticides more commonly used at Dourados (MS - Brazil), region with intense agricultural activity. Pesticides were preconcentrated by solid-phase extraction using C18 (500 mg) cartridges and then divided in two groups for elution and quantifi cation: 2.4-D and 2.4-DCP were eluted with methanol and quantifi ed by high performance liquid chromatography with ultra-violet detector (HPLC-UV) while atrazine, DIA, DEA, trifl uralin and methyl parathion were eluted with ethylacetate (1:1, v/v) and quantifi ed by gas chromatography with thermionic specifi c detector (GC-TSD). The methods showed satisfactory accuracy (76-107%) and precision (<12%) for the substances analyzed at the fortifi ed levels selected for the study, except for DIA (<51%). Study of pesticide stability also presented good results: C18 cartridges could be stored for at least for 21 days at -20ºC with no signs of the compounds degradability. Both methods limits of quantifi cation of the pesticides (0.22 - 0.48 μg L-1) are in accordance to the levels currently established by the Brazilian national legislation for pesticides in water. Although only the pesticide 2.4-D has been detected in two distinct collection points in the study period of time, this work warns for the requirement of systematical analysis of pesticides presence in water destined to human consume, principally in areas of intense agriculture activity. Such monitoring can provide subsidies for public environmental policies.

Economia da educação, inovação tecnológica e o conceito de capital humano

The paper shows the basic economic theories that support the rationality behind the financial and technological dominance in present social relations, and try to demonstrate the paradoxes and contradictions of the theoretical system, having as background elements from the Frankfurt School. From the field of theoretical economics of education, authors discuss the concept of human capital with its economical dimensions, presenting their affinities and disparities with Keynesians, neoclassical economics and the evolutionary economics of Schumpeter.

Filoctetes de Sófocles: o espaço e o labor humano

This article analyses the transformations of spatial references in Sophocles’Philoctetes. As we can see, instead of being cristalized in formulas and conventions, Ancient Greek Theater has renewed itself constantly, by experiencing different ways to correlate audience and events on stage.

Políticas públicas: a construção de imagens e sentidos para o envelhecimento humano

The present study aims to analyze the Brazilian public policies made for the elderly citizen population and to examine their resonance in the production of senses and images on the process of aging. For this, we draw cartographies that could find producing figures of sense about the aging, passing through some politics formulated for to this age group, since the decade of 1920 until the creation of the “Estatuto do Idoso”, in 2003. We checked that the appearance of public policies for the old age happened as an answer to the challenge of managing and controlling the aging process courses in front of the increase of the elderly citizen population. The “Estatuto do Idoso” is an important landmark of the management advance of the State upon the oldness and of the substitution of an philanthropic-assistance model for a preventive model which is based on the promotion of a healthy and productive longevity. With that, next to the figure of the sick and inactive elderly , it begins to appear figurations of a healthy and powerful aging, crossed by images of vitality and rejuvenation.

Prevalência de coinfecção e fatores associados ao Papilomavírus Humano (HPV) e à Chlamydia tracomatis em mulheres em idade reprodutiva atendidas em Program de Prevençao de Câncer do Colo Uterino na região sudeste do Brasil: sub-titulo / (se houver)

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

Comparação entre dois métodos de detecção de DNA de papilomavírus humano em carcinoma epidermoide de lábio

Introdução: Recentemente o papilomavírus humano (HPV) tem sido associado à carcinogênese oral. A metodologia empregada na detecção do vírus é uma das maiores causas observadas da grande variabilidade nas taxas de detecção do HPV. Objetivo: Este estudo comparou a sensibilidade de detecção do DNA do HPV em casos de carcinoma epidermoide de lábio utilizando a amplificação do DNA viral por reação em cadeia da polimerase (PCR) ou nPCR. Material e método: Foram utilizadas 33 amostras provenientes de casos de carcinoma epidermoide de lábio. Para as extrações do DNA utilizou-se o sistema QIAamp DNA Mini Kit. Como controle interno utilizou-se o gene da b-globina. Das 33 amostras iniciais, 30 foram positivas para o gene b-globina, sendo utilizadas para detectar o DNA viral. Comparou-se a amplificação do DNA viral pelos métodos da PCR com os oligonucleotídeos MY09/MY11 e nPCR, empregando-se os pares de oligonucleotídeos iniciadores MY09/MY11 e, na segunda etapa, o par GP5+/GP6+. O controle positivo para a presença do DNA do HPV utilizado foi a linhagem de células HeLa e, como controle negativo, a mistura de amplificação sem DNA. A análise dos produtos de PCR e nPCR para HPV foi realizada por eletroforese em gel de poliacrilamida a 8%. Resultados: Utilizando-se o método da PCR, a amplificação do DNA do HPV foi constatada em dois casos. Com a nPCR foi verificada presença de DNA viral em 13 das 30 amostras. Conclusão: Com a utilização da nPCR, a detecção do HPV nos casos estudados aumentou mais de seis vezes.

Dispositivos não convencionais para o rastreamento do corpo humano

Due to the popularity and need to learn sign language, there are tools that help in this type of communication. In Brazil, for example, the government offers professional Sign Language to assist communities, however, if think the hypothesis that people live in places difficult access, there is a difficult in movement of professionals to such places, besides bringing government overspending. Thus, a tool that simulates the movements of professional, fully exploiting the technological resources (cost-benefit) to enrich and provide a tool for communities, it becomes possible order to fill this gap. The system provides resources for editing movements, and these, later, are retrieved by tool for the visualization and representation of signals in a Virtual Environment. The resources used, provide two unconventional devices for tracking body, the Wiimote controllers and P5 glove.

Possibilidades e limitações da prática do professor na experiência com a temática energia e desenvolvimento humano no ensino de ciências

Reflections on the Movement STSE, in basic education, have pointed to the introduction of discussions involving the socio-scientific issues, as a way of organization and development of forming processes in science classes. In this sense, the research that we developed sought to bring to physics classes of basic education, the discussions surrounding the relationship between science, technology, society and environment issues related to production and access to electricity and human development. In order to interpret formative aspects of this approach was achieved through a short course. Thus, we discuss in this paper, the discourse of students and a professor of physics who participated in this short course. Therefore, we seek in discourse analysis, reflection on this practice, which has limitations such as lack of recognition of this type of training status by the students as well as possibilities represented by the establishment of training spaces that contribute to the discussion of socio-scientific issues.

Estudo da ação de derivados semi-sintéticos de curcumina em linhagens celulares de câncer humano

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

Caracterização biofísica da interação entre a proteína M2-1 do Vírus Sincicial Respiratório Humano (HRSV) com quercetina

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Capacidade de adesão, invasão e produção de enterotoxinas de Staphylococcus aureus isolados de leite de vacas com mastite subclínica e leite humano de um banco de leite

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)