Educação bilíngue para surdos : um estudo acerca de práticas de letramento crítico com alunos surdos usuários da Língua Brasileira de Sinais

At a time when the issue of the inclusion of hearing-impaired students in regular schools has been discussed, it becomes necessary to reflect upon the relevance of a recurrent educational process in schools specialized in education for the hearing-impaired: the bilingual schools. Such institutions, still scarce in Brazil, offer an oriented and specialized education to hearing-impaired children and adolescents, since they have the Brazilian Sign Language as a language of instruction in all subjects, and the Portuguese written language as an additional language, which gives them the bilingual status. This research aims to investigate how the practices developed in my Portuguese classes in a bilingual school have contributed to the development of student‟s literacy, specifically the Critical Literacy (STREET, 1985, 1990, 1998), in two classes of hearing-impaired students enrolled in the final grades of elementary school. It is a qualitative, ethnographic research, which uses the triangulation system for analyzing data: (i) the pedagogical sequences; (ii) the students‟ activities and (iii) the teacher‟s and students‟ written accounts registered as field notes. Through the intersection of the data, this work evaluates whether students have achieved some level of Critical Literacy, and what kind of collaboration and/or activity is relevant during this process. This research is justified by the need to evaluate practices at bilingual schools that, although supported by current law in Brazil, are still a minority whose work is still not acknowledged or valued. The results show that activities using real texts of different genres can contribute to the development of Critical Literacy, and also to dynamic classes, with discussions about relevant topics to society in Sign Language. Also, activities that encourage students to do research and that provide to the hearing-impaired student, the understanding of the real usefulness of Portuguese as an instrument for the social inclusion of the hearing-impaired providing opportunities for them to change their social position can collaborate to this process.

A Influência do endosso de blogueiras no comportamento das consumidoras de moda no Brasil

The study about the celebrity endorsement has relevance for both the academia and businesses seeking to retain and attract customers through marketing communications. However, most researches conducted analyzes celebrities from the artistic or sports, and study the endorsement in print media or on TV. Few studies analyze the endorsement of influencers in social media. Observing this gap, the aim of this study is to verify if the endorsement of fashion bloggers influence on purchase intention of Brazilian consumers. In addition, other factors were analyzed for better understanding of the fashion consumer behavior: evaluation of the product, brand awareness, brand loyalty, product quality, involvement with fashion, and credibility of the endorser. Therefore, it held two studies. The first consisted of a qualitative exploratory research, which used focus groups to identify and understand how social media affect the behavior of consumers of fashion products. Among the main results of this study, we highlight the Instagram appointed unanimously as the main social media used by respondents for information on fashion, and the mention of blogger Thássia Naves as the main source of fashion reference in social media. In the second study was undertaken an experiment in which half of the sample had access to the image of a dress used by the blogger Thássia Naves on her Instagram, while the other half had access to dress image disclosed at the online store website of the product brand. The number of valid responses considered for the study was 465. To test the hypotheses of the study, we applied the t test for independent samples and ANOVA test for more than two groups. The survey results supported 5 of 8 hypotheses proposed. which were: The endorsement of the fashion blogger has a positive effect on purchase intention of the endorsed product (H1); The endorsement of the fashion blogger has a positive effect on the evaluation of the endorsed product (H2); The credibility of the fashion blogger has a positive effect on purchase intention of the endorsed product (H3); The credibility of the fashion blogger has a positive effect on the evaluation of the endorsed product (H4); and the credibility of the fashion blogger has a positive effect on brand awareness (H5). The other hypotheses have been disproved: The credibility of the fashion blogger has a positive effect on brand loyalty (H6); The credibility of the fashion blogger has a positive effect on the perception of quality (H7); and the credibility of the fashion blogger has a positive effect on involvement with fashion (H8).Within the scope of further analysis, it was found that involvement with fashion positively interfere in purchase intent, the evaluation of the product, brand awareness, loyalty to the brand, the pursuit of product quality and credibility of the endorser. Moreover, it was found that the frequency of access to Instagram for fashion information positively affects the purchase intention, in evaluating the product, the brand awareness in brand loyalty, involvement with fashion, and credibility endorser.