Anúncio publicitário direcionado ao público masculino: uma abordagem dialógica

In this study, we intend to focus on the printed advertisement genre which reveals its discursive genre condition circulating in printed media sphere, specifically in four magazines: Playboy, Score, GQ and Men's Health. The overall objective of this study is to analyze the identity in advertisement gender directed at male audience in printing, by considering how commercials work in the consumer society by seeking to satisfy a particular group, the reader/male consumer with modern customs and behaviors. For this, advertisements from four magazines of January, April, July and October were gathered, totaling sixteen magazines and twenty-seven types of genre pieces over a period of one year: from January to December 2012. We have selected about 27 pieces that advertisers tried to expose the body on the space of advertisements, resulting in a heightened appreciation of physical appearance. So we divide our corpus in a category, adiáforo body, and three sub-categories: the body building; the tattooed body and the consumption body. This work is part of a qualitative-interpretative approach, in order to investigate the social reality, paradigm advocated by applied linguists. Thus, our study is turned to a related activity with language issues present in the printed media sphere. Advertisement is understood as real unity of discursive and inter-subjective communication, maintaining relationships with others statements already said and prefigured and calling others to settle. Based on these assumptions, we have presented an analysis of the printed advertisement gender in men's magazines basing ourselves in contemporary research on Discourse Dialogic Analysis in Circle studies by Mikhail Bakhtin, revisiting his theoretical and methodological aspects and the identity concepts and culture as well as authors of the advertising sphere. This research has been presented relevant as it has contributed to an analysis of the verbal-visual dimension of advertising directed at male audience, considered as a discursive genre that circulates in the printed media and advertising, steeped in dialogical relations and have also contributed to the construction and development of theoretical and methodological frameworks, and applied to teachers and professionals interested in the theme. Results have shown data demonstrating that the search for a completeness never come, the man have built himself the search of the perfect body, the pursuit of exquisite stereotype, the search for products that contribute to this his self-assertion always transient and in construction. It is concluded that the body is a recurring theme in the four magazines. The body tailored is always presented as the ideal to which every man must achieve.

Querido diário: a construção identitária de alunos da EJA em diários pessoais

This study aims to present analyses of our research, documentary type, which investigates the construction of cultural identities of the Youth and Adults Education (Educação de Jovens e Adultos – EJA), level III, in a public school in the city of Natal/RN, through personal diaries produced in the school environment. In a qualitative-interpretive approach, we anchor our identity studies (BAUMAN, 2001, 2005, 2006; HALL, 1987, 1997, 2011, 2012) that bring us the idea that identities are built and rebuilt by social relations that we do. To this end, we start from a conception of language that does not require pre-conceptions because they are based on the utterance itself. Therefore, we have analyzed the utterances produced by these students from the perspective of Bakhtin Circle (BAKHTIN, 1988, 1993, 1998, 2002, 2010, 2012), which deals with the discursive construction emerging from intersubjective processes of verbal interaction, in a dialogical relationship of the self to the other, by the otherness and the heteroglossia. Moreover, our study is also guided by the guidance on speech genres (BAKHTIN, 2010) and personal journal (LEJEUNE, 2008; MACHADO, 1998, 2009). We join to Applied Linguistics (MOITA LOPES, 2006, 2009) because we believe that this research focuses on a social practice in which language plays a central role and seeks to demonstrate how the speeches of the subject students of EJA, in personal journals, are building tools not only of their identities, but also knowledge and social life of the position that this subject student takes. We conclude this work in a perception of cultural identities that are built by the subject students of EJA, because the results suggest that the identities of these students are fluidly constructed by the representation that the student makes of his or her school, of being student of EJA and how he or she is a student of this educational modality. Thus, through our work, we plan to present another look about the identity or identities of a student of EJA, pointing an insight of this subject.

O conceito de motivação em dizeres de professores de língua inglesa

This work aimed at analyzing the speeches constructed about motivation by English teachers who teach at public state schools in the interior of Minas Gerais. We aimed at delineating the concept of subject underlying the subjects’ notion of motivation and identifying the role that the English teacher attributes to himself and to the student when he/she enunciates on motivational issues, problematizing the possible consequences of these issues for some English teachers while working in public schools. In order to do so, our investigation made use of theoretical assumptions from Applied Linguistics and Discourse Analysis. The theoretical fundamentation deriving from Bakhtin Circle as well as from Michel Pecheux’s theoretical basis were also very relevant for this research. The intersection of these studying fields entails a theoretical construction that considers the voices of those who live the social practice (MOITA LOPES, 2006), which allows one to see the subjects through their heterogeneity, fluidity and fragmentation. Moreover, it generates knowledge about language in its political, ideological, social and historical aspects. AREDA (SERRANI, 1998) was used as a theoretical and methodological framework for data collection. In our analysis, we considered the voices and the conditions of production that constitute 5 English teachers and, from some selected speeches extracted from their discursive production, some notions as intra and interdiscourse, discursive resonance, discursive memory, among others, can be seen interwoven. We hypothesize that the production of meaning deriving from these English teachers comes from a cleavage between the interdiscursivity about motivation and their position in relation to the English language. Some of these teachers’ discursive inscriptions were delineated as they follow: i) the silenced motivation, in which the teachers come up with several voices, repeating what that has already been said about motivation through silence by excess; also, through an inscription in a process of anomy, the English teachers silence motivation, as they come up with other sayings, in an anomic order, denying their identification with their mother tongue and culture because of a desire to learn the foreign language and culture; ii) the motivation in/from/ by others that resounds, in the way the teachers speak, a relation of alterity on what, in/from desire of other relations (colleagues, students, teaching materials, media, etc.), other forms and alternatives are established as a guarantee of students’ motivation; the teachers are also inscripted in in-service practice training as a space of educational development, because they imagine that the experience of the in-service practice alone, which excludes the educational instruction from the Languages course in which they graduated/were graduating at, taught them how to motivate the students; iii) the motivation as a will of power/knowledge, which means there seems to be teachers’ inscription in the relationship between power and knowledge (Foucault, 1996), disconsidering the conflicts that constitute the English classroom to say that there is a control of the English teaching and learning process and, as a result, they also sustain that they hold control over how to motivate; furthermore, the presence of a resonant voice, whose effect is given by an inscription on the (illusion of) completeness can be seen, because the English teachers believe that while motivating their students, this motivation will provide them with all the missing elements, which would mean that when they motivate students, they would be able to fulfill all the gaps in their learning process.

I Can't Believe It's Not Bakhtin!: Literary Theory, Postmodern Advertising and the Gender Agenda

Taking the literary theories of Mikhail Bakhtin as a starting point, the authors offer three gendered readings of a postmodern advertisement for Moët & Chandon champagne. They commence with a discussion of the influence of gender on textual interpretation; continue with an outline of Bakhtin's key concepts, with particular reference to gender; present three contrasting readings of Moët's postmodern advertisement; and conclude with a discussion of their interpretations together with some reflexive reflections on the gender agenda. Though not claiming to offer a comprehensive introduction to Bakhtin, they do try to exemplify, in a quasi-carnivalesque mode of exposition, something of the character of that supremely gifted thinker and to demonstrate the insights his concepts provide in relation to gendered readings of advertising texts.

Americanismo e fordismo nos boletins da comissão brasileiro-americana de educação industrial

This text thematizes the performance of the Brazilian-American Commission of Industrial Education (CBAI) since its installation at Rio de Janeiro, on 1947, and extinction in Curitiba, on 1963. The general goal consists in identifying if are there any relation between Gramsci’s Americanism and Fordism elements and the CBAI’s performance, by means of a speech analysis from de Newsletter of CBAI and other documental sources related to the organizations performance. The specifics objectives intend to contextualize the political and economic situation that Brazil was going through before and concomitant to CBAI’s performance, emphasizing some aspects of the Cold War feature that contributed to narrow the relations between United States and other countries of Latin America, especially Brazil. On the following, it intends to present the main aspects of Gramsci’s thought and the Americanism and fordism and Passive Revolution as key categories for a better understanding of the presence of an Americanization project on Brazilian’s professional education. As so, the object of this study are the Newsletters of CBAI. Finally, the speech’s analisys of the Newsletter was the methodology used to demonstrate CBAI as an Americanism diffuser. The documental research and sources served as groundwork, especially the Newsletters, were found at Departamento de Documentação Histórica of Universidade Tecnológica Federal do Paraná (DEDHIS) and at Biblioteca de Educação of Universidade de São Paulo (FEUSP). The theoretical foundation has as a workline for the conception of the categories the studies of Gramsci about the of work (and the Newsletters itself), and the speech’s analysis of main concepts from Bakhtin, Voloshinov’s and the Circle of studies about language philosophy. At last, this paperwork concludes that the attempt to disseminate an amerizanization project in Brazil obtneined significant results on the industrialization of the country according to the fordism’s racionalization standarts, nevertheless, this research considers that such a project corroborates the comprehension about the consolidation of a Passive Revolution’s project.

Economía y sociedad en Burgos (1890-1936): la Caja de Ahorros del Círculo Católico

El objetivo que pretende alcanzar esta investigación y la metodología que se va a utilizar conducen a un propósito: realizar un análisis de la Caja de Ahorros y Monte de Piedad del Círculo Católico de Obreros de Burgos –a lo largo de sesenta años– que ponga de relieve su impacto real sobre la sociedad en la que se instala y ayude a explicar su contribución en el devenir de la historia burgalesa de la segunda mitad del siglo XX. Aspira a presentar a la Institución como un síntoma, como la respuesta imprescindible de unas clases dirigentes necesitadas de instrumentos con los que construir un edificio económico–político y social acorde con el nuevo tiempo. La Caja de Ahorros nació, se instaló y se consolidó sustentada en tres anclajes: el marco legislativo e ideológico que fomentaba la creación de estas entidades benéfico-sociales, el soporte organizativo y doctrinal que le proporcionó el Círculo Católico y la institución eclesiástica, y el espacio socioeconómico y de poder del Burgos que transita entre la Restauración y el comienzo de la Dictadura. Se pretende establecer un diseño teórico que explique el verdadero alcance de la Institución: definir su contribución como agente del cambio o de la permanencia; la dimensión que adquiere como centro de poder; el peso y proyección política de sus dirigentes; la medida de su influencia ideológica, que cristaliza en el dibujo urbano o conformando mentalidades; y objetivar en cifras la verdadera eficacia de su compromiso económico y como agente de vertebración social. También evaluar las repercusiones que sus actuaciones tuvieron en la capital y el resto de la provincia, en todos los órdenes: conformación de las mentalidades, política local, ordenamiento urbano, tejido asociativo, educativo, institucional y, desde luego, en la construcción de un determinado modelo económico. De ahí el interés en tender relaciones y conexiones entre el Burgos decimonónico, el de la crisis finisecular y el de la posguerra. Y, en fin, entender cómo desde instituciones como el Círculo Católico y con instrumentos como su Caja de Ahorros se reconducen las mentalidades: para que las actitudes encajen en los moldes preparados al efecto, respecto a la familia, la propiedad, el orden, el trabajo, el dinero y el tiempo...

Constitución y democracia: la cuadratura del círculo

Sin lugar a dudas, uno de los debates teóricos y empíricos determinantes de la filosofía política del siglo XXI es el de la democracia. Se encuentran diferentes concepciones de la democracia dependiendo de la filosofía pública subyacente en la teoría que respalda el sistema político. Una es la conservadora, de tinte elitista, que desconfía de la intervención ciudadana en los asuntos públicos, debido a los rasgos de irracionalidad y las tendencias plebiscitarias que caracterizan el accionar de las mayorías; otra visión opuesta es la populista, que tiene como punto de partida una actitud de confianza en las capacidades cívicas de las mayorías que actúan colectivamente y de su tendencia a actuar siempre de manera racional y, encontramos, además, la concepción deliberativa de la democracia que parte también de una actitud de confianza en torno a las capacidades de la ciudadanía, pero sin la necesidad de presuponer una conexión ontológica, necesaria, entre la voluntad mayoritaria y la razón. A su vez, la teoría nos ofrece dos grandes corrientes de pensamientos en lo que al control judicial de las leyes se refiere. De un lado, están los teóricos que aceptan la revisión judicial de las leyes y, con ello, que frente a los aspectos fundamentales que regulan la vida colectiva los jueces tengan la “última palabra”, pese a su carácter contramayoritario; de otro lado, están los teóricos críticos del control judicial de las leyes y del hecho de que los jueces tengan la última palabra en los aspectos fundamentales de la organización de la vida social. Esta última corriente de pensamiento, apela al carácter contramayoritorio del poder judicial para cuestionar el hecho de que en una democracia los jueces tengan la posibilidad de declarar la inconstitucionalidad de una norma jurídica derivada de los órganos políticos que eligen las mayorías y, por tanto, anular sus efectos. Estas temáticas, cuya actualidad es indiscutible, reclaman de la academia un análisis desde el punto de vista jurídico y político del papel del poder judicial en los sistemas democráticos contemporáneos. En este quehacer se abre paso el VI Seminario Internacional de Teoría General del Derecho y el libro que el lector hoy tiene en sus manos, que parte de las experiencias investigativas de sus autores, convirtiéndose en una obra que aporta al debate contemporáneo en torno a la cuadratura del círculo: Constitución y democracia. Son, pues, doce trabajos de autores nacionales e internacionales que se dejan en manos del lector y de su juicio.

Uma formação em círculo: um sentido no presente...um sentido no futuro...: relatório final

O presente relatório final enquadra-se na unidade curricular de Prática Educativa, do plano de estudos do Mestrado em Educação Pré-Escolar, leccionado na Escola superior de Educação de Coimbra. Este relatório sintetiza a experiência de formação em contexto de trabalho, de um estágio curricular desenvolvido na área da educação pré-escolar. Como tal, este trabalho tem por base o relato, análise e reflexão das experiências chave mais enriquecedoras durante um estágio desenvolvido numa instituição, enquanto futura profissional de educação de infância.

O PAPEL DA COMUNICAÇÃO FACE A FACE NAS ORGANIZAÇÕES NO CONTEXTO DA SOCIEDADE MIDIATIZADA

Este estudo trata da comunicação face a face nas organizações sob diferentes abordagens teóricas. Considera a perspectiva da simultaneidade dos meios, já que as empresas utilizam diversos canais para dialogar com seus públicos de interesse. Leva em conta o fenômeno da midiatização, que reestrutura o modo como as pessoas se relacionam na sociedade contemporânea. O objetivo geral da pesquisa é sistematizar papeis potencialmente exercidos pela interação face a face e conhecer algumas circunstâncias que envolvem sua prática nas organizações. Por se tratar de uma tese teórica, a pesquisa bibliográfica se apresenta como um dos principais procedimentos metodológicos; análises de casos empíricos e um estudo de caso desenvolvido na Embrapa Pantanal constituem situações ilustrativas. Conclui-se que a comunicação face a face nas empresas ocorre de forma simultânea e combinada a outros canais de comunicação, porém, ela proporciona resultados práticos e filosóficos ainda pouco explorados. É rara a utilização estratégica de contatos presenciais como mecanismo para estabelecer relacionamentos, conhecer as reações alheias e ajustar a comunicação, aliar o discurso corporativo às práticas empresariais e avaliar o contexto onde se desenvolvem as interações, o que pode ser decisivo para a comunicação organizacional.

Projeto de intervenção educativa sobre os benefícios das atividades físicas do círculo de avós na estratégia da saúde dos idosos da área do ESF pertencentes à UBS Bairro Operário, município Cariacica

Os efeitos associados à inatividade física levam o idoso a uma condição degenerativa crescente de suas capacidades físicas e diminui o desempenho físico, a habilidade motora, a capacidade de concentração, de reação e coordenação, gerando processos de desvalorização, apatia, insegurança, perda de motivação, isolamento social ,solidão, e depressão constituindo uma enfermidade mental frequente no idoso, comprometendo sua qualidade de vida. O comprometimento da equipe com a população idosa de nossa área de abrangência é muito importante, então, foi feito um circulo de avós (30 idosos), e decidimos fazer um projeto de intervenção focado nos benefícios dos exercícios físicos (perfil da saúde de Nottinghan), o conhecimento e valorização dos avós, familiares, e da população geral e da importância e das melhoras que os exercícios físicos forem pra sue bem-estar físico mental, com meta de orientar a população idosa geral sobre a realização de atividades físicas para diminuir a incidência e prevalência de doenças como, por exemplo, as doenças crônicas não transmissíveis, para ter melhor qualidade de vida em esta faixa etária em nosso meio. Para o desenvolvimento do plano de intervenção foi utilizado o Método do Planejamento Estratégico e uma revisão narrativa da literatura sobre o tema.

Mentors, students, and the undergraduate medical course: a virtuous circle

BACKGROUND: Mentoring Programs have been developed in several medical schools, but few studies have investigated the mentors'perspective. PURPOSES: To explore mentors'perceptions regarding their experience. METHODS: Mentors at a medical school were invited to participate in an in-depth interview including questions on satisfaction, difficulties, and perception of changes resulting from the program. RESULTS: Mentors' satisfaction and difficulties are strongly associated with students'involvement in the activity. Mentors believe changes observed in students were more related to life issues; for some mentors, there is no recognition or awareness of the program. However, most of the mentors acknowledged important changes in relation to themselves: as teachers, faculty members, and individuals. CONCLUSION: Attendance is crucial for both the mentoring relationship and strengthening of the program. Students involved in the activity motivate mentors in teaching and curriculum development, thereby creating a virtuous circle and benefiting undergraduate medical education as a whole.

Humor, desidealização e sublimação na psicanálise

A motivação principal deste artigo é demonstrar que a metapsicologia do humor se oferece, na obra freudiana, como o paradigma a partir do qual se podem compreender as operações em jogo no processo da sublimação. Percebe-se, assim, que a associação entre duas problemáticas sombreadas pela tradição psicanalítica - o humor e a sublimação - contribui para o esclarecimento de ambas. Ao longo do texto são enfatizados o trabalho de desidealização promovido pelo humor, a modalidade identificatória envolvida na sua produção, a referência do humor negro à condição de orfandade que caracteriza o sujeito moderno, bem como a política que acompanha a anunciação do dito humorístico e, mesmo, do Witz (espirituosidade) de modo geral. Finalmente, demonstra-se a filiação do humor ao realismo grotesco, amplamente analisado por Mikhail Bakhtin, indicando como, na enunciação humorística, é preciso considerar a participação da alegria, sua força motriz.

Narrating the guillotine: Punishment technology as myth and symbol

The work of Michel Foucault sees modern penal technology its ann expression of power that operates through and is motivated by a dry instrumental reason. This article draws upon Durkheim and Bakhtin to advance a radically alternative approach. It is suggested that such technology is invested with sacred and profane symbolism and is understood via emotionally charged, dramatically compelling narrative frames. Tensions between official and unauthorized discourses can be understood through a center/periphery model of culture. In an extended case study of the guillotine, it is shown dial the apparatus was initially legitimated as an expression of a sacred revolutionary code. Such a discourse was subsequently destabilized by popular medical debates that raised the specter of pain after decapitation. While inconclusive, these new motifs mobilized Gothic and grotesque themes that confronted the rationalist aesthetics of the guillotine. A situation of Bakhtinian hetoroglossia eventuated. Uncertainty, the uncanny and fable entered a discursive field of increasing complexity.