Públicos e meios de comunicação: a formação necessária para a interatividade

Technological innovations associated with the media made changes in the production, transmission and reception of mediatic messages. Among them, we highlight the convergence of media, and the consequent multimediality and the emergence of new possibilities of interactivity, allowing the audience to become increasingly active. But for that to happen properly, it is necessary to promote actions aimed to critical and creative use of media. Thus, this paper aims to refl ect on the need for literacy initiatives for the formation of publics, aiming what is considered a productive interactivity.

Relações Públicas e o processo de análise de cenários

This paper, result of a bibliographic review, documentary research and interview with a professional of public relations area (PR), presents a scenario analysis tool and the way how the public relations professional can use it. Are pointed some abilities and strategic skills of this professional that can actually enable him to the prospection, building and analyze of scenarios, from the perspective of relationship with the organization publics. The scenario analysis tool is a strategic way to make some decisions, being used to the analysis of junctures, that can back up organizations' actions and activities, considering possible future results, in other words, the consequences and the developments caused by certain organization attitude or stance. On the end of this paper, we present a propose of strategic plan to Public Relations, using a suggested use for the tool

Inclusão escolar na percepção de professores do município de Dois Córregos, São Paulo

This paper aims to make a survey about the inclusion of children in need of special care in all schools and day nurseries (publics and privates) in ?Dois Córregos? city, in São Paulo. We interviewed 144 teachers and 14 school principals in 14 educational establishments ? 5 private schools, 5 state-owned schools, 2 municipal schools, 1 municipal nursery and 1 philanthropic nursery. The research aimed to investigate possible prejudices against the children in need of special care; verify if the schools have adequate infrastructure to receive the students in need of special care; and verify if the professionals who work in the schools are receiving (or received) specific training to work on this inclusion process. The results indicated that teachers who don?t work with children in need of special care are very insecure in receiving them. It?s evident that there are a lot of doubts and uncertainties about the inclusion system. In general, schools don?t have adequate infrastructure and most of the time the included students are those who have internal deficits, which are not evident.