Os Media Participativos e o poder da Identidade na Oncologia: o Cidadão e a Instituição enquanto Marcas interactivas

Neste artigo procuramos averiguar a relevância que as marcas e identidades têm nas plataformas participativas no contexto da saúde, em particular na oncologia. Apesar de estas plataformas disponibilizarem aos cidadãos e instituições as mesmas ferramentas, a sua capacidade de mobilização não é a mesma. As instituições parecem ter maior facilidade, mas nem sempre tal acontece. Discutir o conceito de marca e de identidade contribuirá para responder a esta questão, bem como compreender porque é que as diferenças entre os cidadãos e as instituições se podem atenuar nos novos media. Baseamos a nossa análise na observação de páginas do Facebook, de instituições oncológicas e de grupos de apoio de cidadãos; num conjunto de entrevistas a doentes e familiares oncológicos; e em diferentes estudos na saúde. No fim, procura-se esclarecer a importância do estudo das marcas e da identidade, como possível directriz de novas soluções nos media participativos, que contribuam para atenuar o problema individual do cidadão que se relaciona com o cancro.

Integrating environmental and economic life cycle analysis in product development: a material selection case study

Purpose Achieving sustainability by rethinking products, services and strategies is an enormous challenge currently laid upon the economic sector, in which materials selection plays a critical role. In this context, the present work describes an environmental and economic life cycle analysis of a structural product, comparing two possible material alternatives. The product chosen is a storage tank, presently manufactured in stainless steel (SST) or in a glass fibre reinforced polymer composite (CST). The overall goal of the study is to identify environmental and economic strong and weak points related to the life cycle of the two material alternatives. The consequential win-win or trade-off situations will be identified via a Life Cycle Assessment/Life Cycle Costing (LCA/LCC) integrated model. Methods The LCA/LCC integrated model used consists in applying the LCA methodology to the product system, incorporating, in parallel, its results into the LCC study, namely those of the Life Cycle Inventory (LCI) and the Life Cycle Impact Assessment (LCIA). Results In both the SST and CST systems the most significant life cycle phase is the raw materials production, in which the most significant environmental burdens correspond to the Fossil fuels and Respiratory inorganics categories. The LCA/LCC integrated analysis shows that the CST has globally a preferable environmental and economic profile, as its impacts are lower than those of the SST in all life cycle stages. Both the internal and external costs are lower, the former resulting mainly from the composite material being significantly less expensive than stainless steel. This therefore represents a full win-win situation. As a consequence, the study clearly indicates that using a thermoset composite material to manufacture storage tanks is environmentally and economically desirable. However, it was also evident that the environmental performance of the CST could be improved by altering its End-of-Life stage. Conclusions The results of the present work provide enlightening insights into the synergies between the environmental and the economic performance of a structural product made with alternative materials. Further, they provide conclusive evidence to support the integration of environmental and economic life cycle analysis in the product development processes of a manufacturing company, or in some cases even in its procurement practices.

A practical framework for the generation and selection of strategic plans of action, The relevance of timeframe considerations and a systems thinking approach

The paper proposes a methodology especially focused on the generation of strategic plans of action, emphasizing the relevance of having a structured timeframe classification for the actions. The methodology explicitly recognizes the relevance of long-term goals as strategic drivers, which must insure that the complex system is capable to effectively respond to changes in the environment. In addition, the methodology employs engineering systems techniques in order to understand the inner working of the system and to build up alternative plans of action. Due to these different aspects, the proposed approach features higher flexibility compared to traditional methods. The validity and effectiveness of the methodology has been demonstrated by analyzing an airline company composed by 5 subsystems with the aim of defining a plan of action for the next 5 years, which can either: improve efficiency, redefine mission or increase revenues.

Criteria for ERP selection using an AHP approach

Information systems are a foundation key element of modern organizations. Quite often, chief executive officers and managers have to decide about the acquisition of new software solution based in an appropriated set of criteria. Analytic Hierarchy Process (AHP) is one technique used to support that kind of decisions. This paper proposes the application of AHP method to the selection of ERP (Enterprise Resource Planning) systems, identifying the set of criteria to be used. A set of criteria was retrieved from the scientific literature and validated through a survey-based approach.

OncologiaPediatrica.org e TalkingAboutCancer.org: A importância dos media participativos na mobilização para a cidadania na luta contra o cancro

O presente estudo tem como objectivo averiguar a validade do uso das plataformas participativas online em acções de cidadania que contribuam na luta contra o cancro. Estas plataformas são frequentemente associadas ao entretenimento; nesse sentido, pretende-se não só testar a supracitada aplicação a outros domínios como o da saúde, mas de igual forma contribuir para uma percepção expandida do potencial destas junto do seu universo de utilizadores. A investigação baseia-se na construção de uma rede solidária online que contribua para a aproximação de cidadãos que estão directa ou indirectamente envolvidos na problemática da oncologia, disponibilizando ao indivíduo meios que o ajudem a contrariar sentimentos de impotência e fatalidade e a ausência de capacidade de mobilização e de cidadania. No âmbito deste percurso de investigação, foi desenvolvida e implementada a plataforma OncologiaPediatrica.org, que teve como primeira missão confirmar a hipótese de o Design Multimédia poder contribuir para a informação, apoio e partilha de testemunhos entre familiares, amigos e doentes na luta contra o cancro pediátrico. Esta plataforma baseia-se num sistema centralizado, ou seja, a organização, política e gestão dos conteúdos informativos do site respeitam uma estrutura hierárquica piramidal. Os resultados do site OncologiaPediatrica.org e os desenvolvimentos tecnológicos conducentes ao florescimento das redes sociais e Web 2.0, entretanto ocorridos, exigiram um reequacionamento da abordagem anteriormente adoptada, por forma a tornar o projecto mais eficaz perante as realidades entretanto surgidas. Neste sentido, foi desenvolvido um protótipo, disponível em TalkingAboutCancer.org, mais descentralizado e aberto à participação da comunidade. O actual estudo conta com o apoio do Instituto Português de Oncologia do Porto. Presentemente averigua-se, junto dos doentes e profissionais de saúde deste hospital, de que forma os media participativos podem ajudar os cidadãos na luta contra o cancro. Os primeiros resultados da investigação são apresentados no presente artigo.

Os Media Participativos e a importância do Cidadão e da Instituição enquanto Marcas mobilizadoras na área da Oncologia

Present paper aims at surveying the relevance that brands and identities may have in participatory platforms in the context of oncology. Despite the fact that these platforms provide the same tools to citizens and institutions alike, their capacity for mobilization is distinct. In general, institutions seem to be more successful, although this is not always the case. Discussing the concept of brand and identity, as well as understanding how the differences between citizens and institutions may blur within the context of new media, may contribute to answering the above question. We anchor our analysis on the study of social network Facebook, oncological institutions and citizen support groups, and various health studies. The ultimate goal will be the clarification of the importance of brands and identity as a contributive factor towards new solutions in participatory media

Simultaneous selection in progenies of yellow passion fruit using selection indices

This study aimed to evaluate the efficiency of simultaneous selection (selection indices) using estimated genetic gains in yellow passion fruit and to make a comparison between the methodologies of Mulamba & Mock and Elston. The study was conducted with 26 sib progenies of yellow passion fruit for intrinsic production characteristics including fruit number, fruit mass, fruit length and diameter, and for the fruit characteristics skin thickness, soluble solids and acidity. Two methodologies were applied: first, in the joint analysis of fruit characteristics and of intrinsic production characteristics in a single phase of selection; and second, in the analysis in two phases, in which priority was given to the intrinsic production characteristics in the first phase, and later, in the second phase, the best fruit characteristics were chosen among the progenies of the first phase. The analysis of variance was applied to the data to detect genetic variability among progenies. The Elston's selection indice was unable to provide distribution of genetic gains consistent with the purposes of the study, as it selected a single progeny of passion fruit. However, the index based on the sum of ranks of Mulamba & Mock was more suitable, as it provided a balanced distribution of gains, selecting a larger number of progenies. The methodology of selection using indices is advantageous in passion fruit, since it contributes to higher genetic gains for all the traits evaluated, and the selection in a single phase was proved efficient for progeny selection.

Prediction of genetic gain from selection indices for disease resistance in papaya hybrids

In order to select superior hybrids for the concentration of favorable alleles for resistance to papaya black spot, powdery mildew and phoma spot, 67 hybrids were evaluated in two seasons, in 2007, in a randomized block design with two replications. Genetic gains were estimated from the selection indices of Smith & Hazel, Pesek & Baker, Williams, Mulamba & Mock, with selection intensity of 22.39%, corresponding to 15 hybrids. The index of Mulamba & Mock showed gains more suitable for the five traits assessed when it was used the criterion of economic weight tentatively assigned. Together, severity of black spot on leaves and on fruits, characteristics considered most relevant to the selection of resistant materials, expressed percentage gain of -44.15%. In addition, there were gains for other characteristics, with negative predicted selective percentage gain. The results showed that the index of Mulamba & Mock is the most efficient procedure for simultaneous selection of papaya hybrid resistant to black spot, powdery mildew and phoma spot.

Avaliação ex-ante, pelos media, de Guimarães 2012 capital europeia da Cultura

A nomeação de Guimarães como Capital Europeia da Cultura (CEC) em 2012 veio colocar na ordem do dia a necessidade de medir os efeitos que a concretização deste megaevento irá provocar na cidade e no município. A conveniente ponderação dos benefícios e dos custos e um alargado envolvimento da comunidade tendem a permitir encontrar formas de reduzir os impactos negativos e aumentar os impactos positivos. A presente comunicação analisa o envolvimento da população e das associações locais no planeamento e organização da Capital Europeia da Cultura 2012, aproximados pela via da cobertura feita pela imprensa local e nacional à preparação do megaevento. A análise de conteúdo das notícias publicadas abrangeu o período que medeia entre Janeiro e Dezembro de 2011 e respeitou a dois semanários locais e um diário nacional. Com base na análise efetuada, pode concluir-se que foi fraco o envolvimento da população e dos agentes culturais na organização da CEC 2012 e que existiu uma forte reação negativa ao modelo de planeamento do megaevento conduzido pela estrutura organizadora oficial, o que veio pôr em causa a desejável adesão dos vimaranenses ao mesmo e, por essa via, o respetivo sucesso, sobretudo numa perspetiva de efeitos a médio e longo prazo.

Agronomic performance of 27 cocoa progenies and plant selection based on productivity, self-compatibility and disease resistance

The objective of the present work was to evaluate 27 progenies of cocoa crosses considering the agronomic traits and select F1 plants within superior crosses. The experiment was installed in March 2005, in the Experimental Station Joaquim Bahiana (ESJOB), in Itajuipe, Bahia. The area of the experiment is of approximately 3 ha, with a total of 3240 plants. Thirteen evaluations of vegetative brooms, five of cushion brooms and 15 of number of pods per plant were accomplished. Thirty pollinations were made for each selected plant to test for self-compatibility. The production, based on the number of pods per plant, and resistance to witches´ broom indicated CEPEC 94 x CCN 10, RB 39 x CCN 51 and CCN 10 x VB 1151 as superior progenies. All selections tested were self-compatible. The analyses of progenies and individual tree data, associated to visual field observations, allowed the selection of 17 plants which were included in a network of regional tests to determine the phenotypic stability.

Selection of common bean lines with high grain yield and high grain calcium and iron concentrations

Genetic improvement of common bean nutritional quality has advantages in marketing and can contribute to society as a food source. The objective of this study was to evaluate the genetic variability for grain yield, calcium and iron concentrations in grains of inbred common bean lines obtained by different breeding methods. For this, 136 F7 inbred lines were obtained using the Pedigree method and 136 F7 inbred lines were obtained using the Single-Seed Descent (SSD) method. The lines showed genetic variability for grain yield, and concentrations of calcium and iron independently of the method of advancing segregating populations. The Pedigree method allows obtaining a greater number of lines with high grain yield. Selection using the SSD method allows the identification of a larger number of lines with high concentrations of calcium and iron in grains. Weak negative correlations were found between grain yield and calcium concentration (r = -0.0994) and grain yield and iron concentration (r = -0.3926). Several lines show genetic superiority for grain yield and concentrations of calcium and iron in grains and their selection can result in new common bean cultivars with high nutritional quality.

Selection of anthracnose resistant common beans using detached leaves in partially controlled environment

The objectives of this study were to evaluate the possibility of selecting anthracnose resistant common bean plants using detached primary leaves in partially controlled environment of a greenhouse and identify differences in the reaction of genotypes to anthracnose. The common bean cultivars Ouro Negro, OuroVermelho, ManteigãoFosco 11, Rudá, Rudá-R, VP8, BRSMG Madrepérola, Pérola, MeiaNoite and BRSMG Talismãwere characterizedfor resistance to the races 65, 81 and 453 of Colletotrichum lindemuthianum and the method of detached primary leaves was compared to the method with the traditional inoculation of plants at the phenological stage V2. The lines Rudá, Rudá-R and Pérola were inoculated with the races 65 and 453 of C. lindemuthianum, aiming to assess the rate of coincidence of anthracnose severity by both inoculation methods. In general, the two methods presented similar results for the reaction of the cultivars. The use of detached primary leaves of common bean plants in the partially controlled environment was feasible for selection of plants resistant to anthracnose and has the advantages of low-needed infrastructure and reduction of resources, space and time.

Ex-ante evaluation by the media of the Guimarães 2012 European Capital of Culture

The nomination of Guimarães to host the 2012 European Capital of Culture (ECC) has put on the agenda of the city the need of measuring the effects that the implementation of this mega event could have in it and in the municipality a whole. The balance of the benefits and costs and an extended community involvement tend to reduce negative impacts and enhance positive ones. This chapter analyzes the involvement of population and local associations in the planning and organization of the 2012 Guimarães European Capital of Culture, using the coverage made during 2011 by local and national press of the mega event. A content analysis of the news published covering the period between January and December 2011 and using three newspapers was conducted. From those, two were local and weekly newspapers and one was a national daily one. Looking to data results, it can be concluded that it was poor the community involvement and, also, the one of the cultural associations in the organizations of the 2012 ECC. A strong negative reaction to the model choose to plan the mega event conducted by official organizers was found, which has cast doubts on the desirable participation of the residents and, consequently, on the success of the mega event, especially in a perspective of a medium and long term effects.

Selection of full-sib families of Panicum maximum Jacq under low light conditions

The silvopastoral system is a viable technological alternative to extensive cattle grazing, however, for it to be successful, forage grass genotypes adapted to reduced light need to be identified. The objective of this study was to select progenies of Panicum maximum tolerant to low light conditions for use in breeding programs and to study the genetic control and performance of some traits associated with shade tolerance. Six full-sib progenies were evaluated in full sun, 50% and 70% of light reduction in pots and subjected to cuttings. Progeny genotypic values ​​(GV) increased with light reduction in relation to plant height (H) and specific leaf area (SLA). The traits total dry mass accumulation (DM) and leaf dry mass accumulation (LDM) had GV higher in 50% shade and intermediate in 70% shade. The GV of tiller number (TIL) and root dry mass accumulation (RDM) decreased with light reduction. The highest positive correlations were obtained for the traits H and RDM with SLA and DM; the highest negative correlations were between TIL and SLA and RDM, and H and LDM. The progenies showed higher tolerance to 50% light reduction and, among them, two stood out and will be used in breeding programs. It was also found that it is not necessary to evaluate some traits under all light conditions. All traits had high broad sense heritability and high genotypic correlation between progenies in all light intensities. There is genetic difference among the progenies regarding the response to different light intensities, which will allow selection for shade tolerance

Sponsoring, brand value and social media

The increasing involvement of individuals in social media over the past decade has enabled firms to pursue new avenues in communication and sponsoring activities. Besides general research on either social media or sponsoring, questions regarding the consequences of a joint activity (sponsoring activities in social media) remain unexplored. Hence, the present study analyses whether the perceived image of the brand and the celebrity endorser credibility of a top sports team influence the perceived brand value of the sponsoring firm in a social media setting. Moreover, these effects are compared between existing customers and non-customers of the sponsoring firm. Interestingly, perceived celebrity endorser credibility plays no role in forming brand value perceptions in the case of the existing customers. Implications for marketing theory and practice are derived.