Revista o cruzeiro: a figura feminina em publicidades de sabonetes de 1949

This article aims at the application of semiotic theory of French line to soap advertisements publicized in the magazine O Cruzeiro in the year 1949. Our objective is to reconstruct the women’s figure present in these texts and to establish its relation to the persuasion of the reader who is led to acquire not only the products, but mainly the values hidden in the announced objects. From the theory we use the generative course of meaning, focusing on the discourse level and assimilating the consumption axiologies proposed by each advertisement. Finally, we intend to assimilate the standard behavior of that society post-Second World War.

Laboratório de estudos semióticos nas interações de cuidado

The aim of this experience report is to present the Semiotic Studies Lab for Patient Care Interactions (Laboratório de Estudos Semióticos nas Interações de Cuidado - LESIC). The lab was set up at the Nursing School of the Federal University of Rio Grande do Sul (UFRGS), Brazil, in 2010. It has the purpose of providing didactic and pedagogical updates, based on the Theory developed by the Paris School of Semiotics, that enable the increase of knowledge and interactive/observational skills regarding the nature and mastery of human care.

O processo de aprendizagem em práticas de ensino por investigação: interpretações a partir da abordagem fenomenológica e semiótica social

Pós-graduação em Educação para a Ciência - FC

Cinema hollywoodiano no século XXI: o ritmo em abordagem semiótica e os filmes mais vistos de 2001 a 2010

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Formas de vida da mulher brasileira no discurso jurídico

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Lendas para cantar: Uma análise dialógica do discurso das canções amazônicas de Waldemar Henrique

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

O duelo dos pastores: um estudo sobre a figuratividade nas Bucólicas de Virgílio

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A propaganda institucional como instrumento das relações públicas: análise semiótica da campanha comemorativa aos 60 anos da Petrobras

The developed research aims to analyze clippings of Petrobras' commemorative 60th anniversary campaign, entitled Gente, é o que inspira a gente., launched in 2013, using concepts of institutional advertising from the perspective of semiotics. The company was chose due to its traditionalism and strength within and outside the country, being one of the 20 largest in the world. During the study, it will be covered topics such as organizational communication and institutional advertising. From analyzing three parts of the Campaign, which aims to influence public opinion about the organization, associating her concepts or images that benefit the way Petrobras is seen. To analyze the effectiveness and efficiency of the campaign, it was chosen as methodological method, the semiotic studies of Charles Peirce, with his concepts of firstness, secondness and thirdness. This approaching intention of its audience is clear in this campaign not only with the participation of employees and signs that compose it, but also with the dissemination of information about the company, such as history, data, policies, methods and services provided, transmitting effectively its essence as a company, through its mission, vision and explicit and implicit values in messages

New readers, new reading skills and meaning: challenges for media and information literacy

Recognizing the importance of developing the information and media literacy in contemporary society, this article discusses the scenario of hybrid languages born on cyberspace, hypertext and the new types of readers who interact with information, now disseminated by digital media. As theoretical references authors such as Lucia Santaella, we develop arguments that present the headquarters of language and thought within a semiotic support. Matrices help to understand the phenomenon of hybrid language in hypertext. Therefore, we emphasize that the development of skills associated with the new reading environments propitiated by the virtual environment requires the understanding of language, which is one of the concepts used within the media and information literacy (MIL) proposal of Unesco, which combines the two concepts and skills of information and media literacy. It is hoped that this article motivate scholars and practitioners of education and information to take responsibility to educate for information environments that arise with new media and technologies, emphasizing the issue of reading and language.

Índices de erotismo no discurso machadiano

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Cultura, arte e sociedade: reflexões a partir da linguagem corporal da capoeira angola e suas linhas desenhadas no espaço

Dance-fight-game, art, religiosity, therapy, entertainment, ritual act, in short, "a way of being", are some of the various definitions/qualities attributed to the afro-brazilian cultural manifestation called "Capoeira Angola". Multivocal polysemic in its essence, Capoeira Angola is expressed in different languages which ranges from the types of touches of the musical instruments that make up the orchestra, through different types of songs, until we get the non-verbal communication established by the bodies of "capoeiristas" in the game and/or in the training body situation. The aim of this paper is to think of the line drawing in space, a significant problem in the execution of body movements of this practice. To address the relationship between line, efficiency and aesthetics of body movements, it is developed an ethnography in the Academy of João Pequeno de Pastinha-Sports Center of Capoeira Angola, based on anthropological interpretative approach, in which the concept of culture is semiotic.

Deficiência visual e educação científica: orientações didáticas com um aporte na neurociência cognitiva e teoria dos campos conceituais

The aim of this paper is to present an educational proposal with didactic and pedagogical orientations, to the Science Education for people with visual impairments. Then, we use as main reference, Gérard Vergnaud’s Theory of Conceptual Fields, joining with a translational focus, applying empirical results of Cognitive Neuroscience. Within this, we highlight the role of educational activities related with 'multisensory scientific literacy ', focusing on the linguistic triad: read, interpretation and textual representation. We hope this perspective, become in the future an important component on guidelines for composing a 'semiotic protocol' for Science Education. Realizing too, epistemological peculiarities, pedagogic and didactic specificities in this area, and, revealing such properties on the cognitive constructs, for science and technology education.

Aboutness em Análise Documental de textos literários infanto-juvenis: perspectivas para o aprimoramento da representação de conteúdo

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Amerindian anthropology and cultural psychology: Crossing boundaries and meeting otherness` worlds

Addressing integrative possibilities between psychology and anthropology, this paper aims to design conceptual linkages between semiotic-cultural constructivist psychology and the anthropological theory of Amerindian perspectivism. From the psychological view, it is the interdependence between the structural and processual dimensions of the personal culture that makes parallels with Amerindian perspectivism fruitful. This anthropological frame proposes an experiment with native conceptions, which I argue similar to what Baldwin (1906) called sembling. Hence, it can be considered an active imitation of otherness` viewpoint in order to approach indigenous worlds. It is supposed that this procedure leads to the emergence of new symbolic elements configuring the cultural action field of each agency in interaction. It is proposed that ""making-believe`` the Amerindian is convergent with the dialogic-hermeneutic approach of semiotic-cultural constructivism. As a result of the present integrative effort, is designed a meta-model that multiplies the genetic process of concrete symbolic objects.

The complex construction of psychological identities in Palestine: Integrating narratives and life experiences

Palestinian youth is challenged by multiple discourses in the process of constitution of its identity. This discursive multiplicity, characteristic of contemporary global societies, is confronted with personal life experiences, giving meaning to primarily nebulous affective impacts in the social environment. Starting from a semiotic-cultural perspective in cultural psychology one can establish a link between the notion of master narrative used by Hammack (2010) and the notion of myth-using the conception of ideology as a bridge that articulates both. Antinomies in the self-biographic narratives presented and discussed by Hammack (2010) support the master narrative of Palestinian identity and enter into interactions with other psychological identities of the interviewed youngsters, such as their religious tradition and secular education. Symbolic elements that are brought to the identity-making process by the diverse narratives are to be seen as resources for the comprehension of life experiences, demanding an integrative effort in the face of what is known and unknown in relation to alterity.