RUMO À CULTURA OCIDENTAL: A TRAJETÓRIA DE NAZNEEN EM BRICK LANE, DE MONICA ALI

RESUMO: Este artigo propõe analisar a representação da mulher diaspórica no romance Brick Lane (2003), de Monica Ali. A personagem feminina em questão é representada por uma bangladeshiana que se muda para a Inglaterra após um casamento arranjado com Chanu, também bangladeshiano, que vivia em Londres. O objetivo desse artigo é investigar de que maneira a protagonista é representada no romance, tendo em vista não só sua experiência em Londres, mas também sua vida em Bangladesh, seu país de origem. A metodologia de investigação baseia-se em textos teóricos que discutem a objetificação da mulher, silenciamento e tentativas de agência desenvolvidos por Ashcroft (1998), Bhabha (1991), Said (2007), Spivak (1987) e outros. Os resultados da pesquisa mostram que a subjetividade da protagonista é construída a partir de uma mulher submissa, sem ambições para uma mulher moderna e independente.

Consumer appraisals of mobile marketing communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set.

Selecting an IMC Career: Influences, Choices and Destinations

Integrated marketing communication incorporates both customer and non-customer stakeholder groups. While the literature commonly refers to this distinction as marketing communication and corporate communication, respectively, and practitioners accept the need for these roles, this study aims to explore the student perspective. US-based research suggests that students are more interested in marketing communication activities such as promotion that target customer stakeholders, and less interested in corporate communication activities that target non-customer stakeholders including employees, investors, and government (Bowen, 2003). The findings of this study match its US counterpart, and present implications for both the education and practice of marketing communication