A fotografia como prática de produção comunicativa e interpretação da realidade à luz da inovação pedagógica: um estudo de caso na AEC-TEA associação

Este trabalho resulta de uma pesquisa sobre a compreensão da realidade a partir da fotografia tendo em vista a construção da aprendizagem e do pensamento crítico do aluno sob o prisma dos preceitos da inovação pedagógica. Inicia-se por buscar uma definição do conceito de inovação pedagógica engendrado nos processos de ruptura paradigmática do ensino tradicional e, por conseguinte, ancora-se na construção da aprendizagem multirreferenciada pela (re)produção interativa, cooperada e mediada por ferramentas autênticas. Considera a aprendizagem como um fenômeno social e intrinsecamente conectado com a cultura dos sujeitos situados numa comunidade de prática. Para realização deste trabalho, a fotografia foi considerada uma instância portadora de sentidos transversais, que nos possibilita inferir interpretações críticas e dialogadas com a realidade criada nas representações fotografadas e, portanto, um objeto de subjetividade e práxis. Tomamos aqui, como proposta metodológica, o estudo de caso etnográfico de inspiração hermenêutica e fenomenológica. Para o estudo, o trabalho de campo se deu com os alunos da AEC-TEA associação em Capim Grosso- Ba, através de observações participantes, entrevistas e análise de documentos, no período entre agosto de 2012 a maio de 2013, analisando a prática pedagógica desenvolvida no curso de fotografias no sentido da aproximação com as premissas da educação inovadora. Dessa vivência, foram coletados os dados que subsidiaram as conjeturas aqui apresentadas no tocante à compreensão da realidade, a identidade dos sujeitos, o sentimento de sujeito pertencido e a criticidade implicadas nas formas autônomas de aprender com o mínimo de ensino. Desse modo, foi possível compreender como se dá a autoridade do sujeito em produzir o conhecimento intercrítico acerca do mundo a que pertence. Assim, a fotografia se afirma aqui como um lugar de comunicação entre os sujeitos com o mundo criado e reproduzido pelos alunos e por eles compartilhado num claro desafio aos modelos ortodoxos do ensino.

Publicidade em celulares utilizando o sistema de busca de perfil

ARAÚJO, B. G. ; VALENTIM, R. A. M. . Publicidade em celulares utilizando o sistema de busca de perfil. Holos, Natal,v. 1, p. 109-118, 2010. Disponível em:

Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade

This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques

Avaliação da publicidade de medicamentos veiculada nas principais emissoras de rádio de Natal-RN

Drugs advertising is one of the most important marketing resources used by the pharmaceutical industry to induce people to buy these products although they do not have the real necessity to use them. The purpose of this article is to evaluate drugs advertisings transmitted on radio stations in Natal/RN, from October 2007 to September 2008. Were collected 228 advertising pieces, where, 21 were different among themselves and corresponded to 15 drugs. The results showed that 73,3% of the drugs ads were announced on AM station and 26,7% on FM station. The majority of the drugs were constituted of analgesics (26%), following by antiacids, vitamins, phitotherapics (13% each). The legal analysis showed that each advertising had some kind of infraction. The omission of the registration number happened in each advertising, following by the totally lack of contraindications (95,2%) and contraindications DCB/DCI (76,2%). In 42,9% advertisements were observed the relation between drugs use and physique/intellectual/emotional/sexual performance and/or beauty and 33% of them had abusive exploration of illnesses. The obligatory warning was omitted in 28,6% and the offer of financial bonus happened in 9,5% cases. The content analysis demonstrated that the most persuasion and convincing elements observed were indicatives of consumption appeal (34,2%). The study indicates the necessity of the topic drugs advertisements to be treated in a wide context, that is, to be discussed as a public health concern. Although the advertising regulation and inspection is the State responsibility , this should be shared with the advertising agency, pharmaceutical industry and media. Furthermore, it is indispensable to inform and to conscience the population of their rights in such mistaken situation