Identidade pessoal em Hume e em Kant

The issue of this dissertation is the problem of personal identity. More specifically, the objective of this work is to investigate and compare how Hume and Kant construct, within their own philosophical systems, their theories of personal identity (of the self), so that these theories can set the grounds for the construction of theoretical knowledge. Hume’s theory of personal identity is closely connected to his empirical model of investigation, according to which no metaphysical conclusion can be accepted. This implies a very specific limitation to the humean description of personal identity. Because he can’t find a safe empirical reference for the self, Hume is obliged to describe it as a mere fiction, which the imagination creates to try to give unity to the set of perceptions that composes the mind. Kant, on the other hand, constructs his theory of the self with the aim of explaining the possibility of the a priori knowledge in Mathematics and in Physics. Kant tries to find which attributes must necessarily belong to the self so that this self can be, at the same time, the a priori transcendental condition of a subjectivity in general and the equally a priori transcendental condition for the construction of objective knowledge. Moreover, Kant shows the impossibility of objectively knowing, as intuition, the self, and limits himself to the description of the self as a mere subjective consciousness of the synthetic capacities of the understanding. Several disparities, thus, can be perceived between the theories of personal identity of these two authors. Based on these differences, the present work also examines the possibility of making an interpretation of the humean theory of the self by using elements of the kantian philosophy. The purpose of this kind of interpretation is to propose a solution to the difficulties faced by Hume in the description of his theory of personal identity.

As relações de interação e integração entre cérebro, corpo-propriamente-dito e meio-ambiente na constituição da mente consciente

This dissertation will be marked by our proposal to hold a theoretical perspective to the classical mind-body problem, and more precisely for the defense of the idea that consciousness (or conscious mind) emerges from the interaction and integration relationships between body proper, brain and environment. This purpose will lead us to assume an alternative position with respect to the more traditional perspectives to the mind-body problem, ie an alternative perspective not only in relation to the dualistics forms of mind-body, but also in regards to the reductive physicalists, which usually reduces mind to brain. Aiming to support a position that both avoid the idea that mind and body are distinct substances and the theory that the brain explains the consciousness in its totality, we will dedicate an important part of this work to explain how the structure of consciousness depends significantly of the body proper and the bodily information mechanisms as well as the environment and the physiological mechanisms through which we place ourselves in space, in front of us and the other bodies (organic and inorganic). Given that the relationship between brain, body and environment involves different mental levels — from the most primitive and unconscious mental mechanisms until conscious and sophisticated levels — we will proceed to the task of assuming a model to explain in what sense these levels contribute to that our instincts and the most sophisticated dimensions of our mental life are part of the one and the same process, which is why we will structure our argument from the ideia that mind, self, and consciousness are the different hierarchical levels which make up the totality of our psychic life and therefore organic one. Imbued with this conceptual approach, we will advance to the focus of this work, namely the reasons that will lead us to give a prominent role to the body proper and the environment in the constitution of the conscious mind, or even the reasons that will lead us to defend the thesis according to which we are embodied and situated, as well as the reasons that will lead us to reject the theoretical positions that dichotomize man and world. In order to support the thesis that we are embodied and situated, and therefore with the purpose of overcoming the theoretical paradigms that dichotomize consciousness and world, we will turn out to the authors and the perspectives we believe to be more successful in this endeavor, including the phenomenological approaches to bodily self-consciousness, the enactivists perspectives and the researches dedicated to mapping the interaction and integration relationships between brain, body and environment. To achieve our goals, the dissertation will be divided into two chapters: the first chapter will emphasize in what way the structuring of consciousness depends on the body proper and the environment, while in the second chapter we will resort to the phenomenological dimensions of bodily self-consciousness, emphasizing the bodily information channels that provide us the immediate certainty, in a first person perspective, that the self is bodily in a non-metaphorical sense.

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.