Que coisa é essa, Yôyô?: cor e raça na imprensa ilustrada da Bahia (1897-1904)

From techniques such as lithography and woodcut, it was possible to create and reproduce daily images in the newspapers of the Empire and the Republic of Brazil. The purpose of this study is to make a historiographic report, derived from a multidisciplinary theoretical analysis to which several printed visual documents were selected from the newspaper A Coisa from Salvador, in Bahia. The weekly news, edited in the capital and distributed also in the countryside of Bahia by the end of 1897 and the beginning of 1904 is rich for its illustrations and the satirical, humorous and critical content, signed by its editors. The images in A Coisa are appealing for their content filled with tensions inherent to the time of the First Republic in Brazil, such as issues regarding ones skin color, phenotypes, race, gender, the value and the social ranking of the black population. The paper, in its gathering of texts and images, is the main basis of this research corpus, in which a dialogue with other papers from other places and times is proposed so that it becomes evident the historical process that marks the ideal of nation and the construction of a body and an identity for the people of African Descent in Brazil. The observation and analysis of the selected images from the newspaper allow the identification of its way of production, the orientation of a reality in function of its target consumers, their authorship and the objectives to which it was created. Therefore, this work aims to critically analyze the representations given to the black body and skin, in order to problematize the memories of these bodies and their sociocultural meanings and, thus, question, through a methodology aimed to the description and analysis of images united to texts, these bodies visual representations possible contribution to the formation of an idea of black people unified identity, and their social alterity in deference to the memories given to the white society in the historical and social context of that time.

Identidade e imagem da marca: uma análise comparativa em uma empresa do setor de serviços de telecomunicações

In a highly connected society, avid for information and technological innovations, constantly changing the consumption patterns, the brand management strategy occupies a growing place. Allied with the increased competition among companies, the brand that can differentiate in consumers’ minds becomes strong. This aspect is even more important in the service industry, where the consumer experience, the definition and support of the brand’s values are vital to the continued strength of both your identity and image. These aspects are seen as a process of communication in which the way the image is developed in the minds of consumers comes from how identity is constructed and transmitted to them (DE CHERNATONY; DRURY; SEGAL-HORN, 2004). Considering the dynamic and complex scenario, this study aims to identify and analyze the possible convergences or divergences between the identity built by the organization and the brand image perceived by consumers of a telecommunications services company. To achieve this objective, the model proposed by De Chernatony, Drury and Segal-Horn (2004) was used as a theoretical basis, which addresses the transformation of identity in brand image, specifically under the perspective of Pontes (2009). For him, customers are more motivated to buy and consume products that they believe that take a complementary image that they have of themselves, and proposes the existence of multiple selves: the perceived, which refers to the employees and the organization’s management opinions on the brand; the ideal, which deals with effective brand identity thought by its leaders, the vision of what it should be; social, which shows how managers think that consumers see it; the apparent, formed by the image of the brand by customers; and finally the real self, that would be an integrated composite of all of these visions. In this regard, a case study was made in a telecommunications company with regional actions, from a qualitative and quantitative approach. It was identified the company’s vision through semi-structured interviews with marketing managers and analysis of documents related to the brand strategy. The point of view of consumers was addressed for text mining techniques applied to internal unstructured data coming from the collection of posts made on Facebook and Twitter, related to the brand, and customer interaction with the company through these social networks. The results showed the importance of the concepts of identity and brand image, and how they are interrelated. Moreover, the qualitative analysis it was shown that the vision of marketing executives is quite close and in line with the Brand Book, showing that there is a cohesive and well disseminated speech internally in the organization. On the other hand, when evaluating the customer's point of view there was no specific comments on the brand, and it was not possible to identify the evaluation of Algar Telecom image by consumers. Nevertheless, other relevant aspects could be identified for the consolidation of the brand identity, as the occurrence of a number of complaints, especially regarding the internet as well as the concern of customers for the quality of the provision of services.