DISCURSO DA MARCA: uma abordagem da semiose comunicacional da marca

A tese aborda a constituição do significado da marca sob a perspectiva de seu discurso na sociedade de consumo. Por meio dos objetivos propostos, (a) a descrição do processo comunicacional da marca como um discurso social; (b) a demonstração da constituição do significado da marca pela circulação de efeitos de sentido; e (c) a articulação da teoria social que fundamenta o processo, intenta-se explorá-la como possibilidade teórica explicativa por meio do discursivo na semiose social. A tese justifica-se pelo desenvolvimento de uma abordagem comunicacional para a constituição do significado da marca (relevância teoria) e pela possibilidade de interferência na realidade social a partir do conhecimento de como a marca institui-se como um discurso social (relevância social). Trata-se de um trabalho teórico, de natureza qualitativa, a partir de uma pesquisa exploratória, com vistas a propor a construção de uma semiose da marca. Concluiu-se que é teoricamente pertinente a constituição do significado da marca contemporânea fundamentalmente por um processo de produção de sentido social na sociedade de consumo.

PROTAGONISTAS DO COTIDIANO NA REVISTA PIAUÍ

Este estudo investiga a presença e a importância do anônimo e do cotidiano para a história e para o jornalismo brasileiro, no sentido de democratização de vozes que propicia um melhor entendimento da realidade social do momento abordado. Para isso, recorro a conceitos importantes que melhor explicam a realidade em que vivemos como o de complexidade e transdisciplinaridade, enfocando três áreas: História, Literatura e Antropologia. Desde o século XX, o anônimo tem sido visto com olhar diferenciado pelos historiadores no sentido de realização de uma história social. No jornalismo, a importância dada ao protagonista do cotidiano , como me refiro neste trabalho, tem sido pequena, segundo entendo. Apesar disso, algumas iniciativas jornalísticas mais avançadas procuram resgatar o espaço dessas vozes anônimas na vida social. Meu estudo versa sobre uma delas, a revista piauí.(AU)

The authority of complexity

The assertion about the unique 'complexity' or the peculiarly intricate character of social phenomena has, at least within sociology, a long, venerable and virtually uncontested tradition. At the turn of the last century, classical social theorists, for example, Georg Simmel and Emile Durkheim, made prominent and repeated reference to this attribute of the subject matter of sociology and the degree to which it complicates, even inhibits the development and application of social scientific knowledge. Our paper explores the origins, the basis and the consequences of this assertion and asks in particular whether the classic complexity assertion still deserves to be invoked in analyses that ask about the production and the utilization of social scientific knowledge in modern society. We present John Maynard Keynes' economic theory and its practical applications as an illustration. We conclude that the practical value of social scientific knowledge is not dependent on a faithful, in the sense of complete, representation of social reality. Instead, social scientific knowledge that wants to optimize its practicality has to attend and attach itself to elements of social situations that can be altered or are actionable.

Education and racism:a study of the teachers' and the pupils' relations in the schooling of black boys

This thesis examines the teachers' and the pupils' relations in the schooling of black boys. The study using the methodology of participant observation focusses on one school (Kilby) in an area of black population in an English city. The thesis’s intentions are two fold: firstly, in order to examine these relations, two major aspects of their interaction are addressed, that of the absence of teachers from conventional 'race-relations' research, and, the identification and examination of the anti-school pupils' sub-cultures. Two substantive questions are asked: what is the response of the teachers to the schooling of black pupils? and, what is the meaning of the pupils' resistance to schooling? Secondly, in attempting to answer these questions and offer a critique of the dominant 'race-relations' culturalist explanation of black youth's response to schooling, a theoretical framework has been developed which takes account of both the 'economic' and the 'sociological' perspectives. Methodology allowed and pointed to the importance of examining the teachers' ideologies and practices as well as those of the black boys. It is argued that a class analysis of the racially structured British society is more adequate than the conventional ethnic approach in explaining the black boys' location within Kilby School. Hence, it is posited that the major problem in the schooling of black youth is not that of their culture but of racism, which pervasively structures the social reality at Kilby school. Racism is mediated both through the existing institutional framework that discriminates against working-class youth and through the operation of race specific mechanisms, such as the process of racist stereotyping. It is thus further argued that the Kilby school teachers are of central causal significance to the - problems that the boys encounter. Furthermore, it is in response to these racist ideologies and practices that both West Indian and Asian pupils develop specific forms of collective resistance, which are seen to be linked to the wider black community, as legitimate strategies of survival.

Burden or benefit? Regulation as a dynamic influence on small business performance

This article contributes to contemporary debates concerning the impact of regulation on small business performance. Reassessing previous studies, we build our insights on their useful, but partial, approaches. Prior studies treat regulation principally as a static and negative influence, thereby neglecting the full range of regulatory effects on business performance. This study adopts a more nuanced approach, one informed by critical realism, that conceptualises social reality as stratified, and social causality in terms of the actions of human agents situated within particular social-structural contexts. We theorise regulation as a dynamic force, enabling as well as constraining performance, generating contradictory performance effects. Such regulatory effects flow directly from adaptations to regulation, and indirectly via relationships with the wide range of close and distant stakeholders with whom small businesses interact. Future research should examine these contradictory regulatory influences on small business performance.

Os discursos sobre a educomunicação na rádio escolar: um estudo etnográfico e m uma escola pública

This research analyzes the discursive construction of Educommunication, from a training course of educommunicators, with teachers and students of school Profº Francisco Ivo Cavalcanti, state public school, geographically located in the city of Natal / RN, studying the constitution of the meanings that educommunication practice in School Radio acquires for trainers and course participants (teachers and students). The socio-historical context in which this research is based corresponds to the new social reality, mediated by information and communication Technologies. These technologies drive the educational institution to train students in the use of different languages that permeate society. But to do so, you must have also enabled teachers to work Communication technology to meet the aspirations of young people and adults who are part of the educational community. The objectives are to identify the conditions of discursive production around the educommunication practice in Radio School, examine the discursive construction of instructors and course participants in Educommunication and its dialogical brands, and see how the course participants relate to their educommunicative practice in the educational contexts, attributing meaning to the place of teachers and students. Therefore, this research uses ethnography applied to the school context as a methodological option, Pecheuxtian Discourse Analysis, the principles of Educommunication, the reflections of Paulo Freire and the concepts of Dialogism in Bakhtin as theoretical contributions. We adopted three areas of knowledge: Language, Communication and Education, in order to produce an analysis committed to the aspects that involve the use of radio in the school environment to promote an educommunicative practice. With this research we have built a web of meanings about the school that we are forming or we want to form in the XXI century, because we used the discourses of teachers and students immersed in new knowledge and practices in order to propel them to be subjects of communication in educational environment for a qualitative transformation of being and doing in school.

Papel do município e relações federativas: atuação de municípios cearenses nas políticas de formação continuada de alfabetizadores

The investigation analyze s the role of the municipalities in the ongoing development of literacy teachers, having as a field of study the municipalities of Jaguaruana and Palhano, both in the State of Ceará. The political - educational space adopted as a sample of the study is the p eriod between the years 2003 and 2006, when the emphasis on cooperative action among the federated entities is observed in the Government’s guidelines and Brazilian educational policies, showing the municipal presence in the implementation and execution of these policies. T he historical - dialectical materialistic perspective, understood as an analysis of the social reality as historical elaboration and product of the human praxis, is expressed as the required theoretical - methodological path. The investigatio n is operationalized through interconnected stages: one that involves bibliographical and documental analysis, in which the theoretical input of the research is added, as well as the Federal, State and M unicipal documents accessed ; and another, regarding t he field work, studying the specific character of the object and its mutual rela tionships in the municipalities . The research brings the notion of intergovernmental relationships and cooperative mechanisms as central theoretical tools and, dialoguing with them, ideas such as decentralization, municipalization and municipal autonomy are inserted into a theoretical/practical body, through which the historical and logical aspects of the object are detailed. The study describes and interprets the policies of on going development of literacy teachers with focus on the national guidelines formulated since the 1990’s and on the govern mental incorporation in the national and subnational spaces. In this sense, the analysis is based on the comprehension of the interrel ationship between the municipal policies and the p olicies created by the S tate or Federal G overnments in order to offer ongoing development of literacy teachers. Considering the investigated sample, it shows how the municipal role and the relationships bet ween the State and municipalities of Ceará have emerged, as well as their characteristics regarding the education management policies, taking into account the practices of municipalization and cooperation between the State and municipalities in their histo rical composition. It shows the practices which aim at the ongoing development of literacy teachers observed in the researched municipalities, pointing out the realities and specific marks left by municipal presence in the area, demonstrating the assigned role and the role played. Based on the points of view of the managers interviewed in the municipalities of Jaguaruana e Palhano, it is possible to note the meaning and effectiveness of the policies carried out. With such elements, it discusses the municipa l asymmetries in their homogeneities and heterogeneities rega rding the execution of their federative role. The analysis shows that th e role of the municipalities vary according to the historical, political and social interventions in each municipality. In the fields of formulation and execution of educational policies, the actions of the municipal governments, situated and with expressive interferences, reveal asymmetries in the sense that some municipalities have bigger autonomy and participate more effect ively in the production and distribution of policies than others. In terms of the researched realities, the study shows that taking care of the policies of ongoing development of literacy teachers is not a task that should be assigned exclusively to the mu nicipalities, nonetheless it is a role that they play with varying degrees of success. This role is in fact a joint competence of the federated entities, in the scope the Brazilian cooperative federalism.

A concepção de humanização no contexto da formação médica: o caso da UFRN

This thesis aims at understanding the aspects related to the concept of humanization that contribute to a humanized education in the pedagogical project of the medicine graduation course of the Federal University of Rio Grande do Norte (UFRN). It has been used a qualitative research through non - structured interviews to six professors and through the focus group technique with participant observation of 30 students of the 2 nd , 4 th and 6 th terms of the med program. The data has been analyzed through the cate gorical thematic subject analysis technique from which two categories have emerged: tendency changes and initial changes. In the former we ’ ve identified aspects related to the social reality based in the experiences of professors and students in their work field; the competencies such as stimulation to the students ’ critical and reflexive knowledge through professors ’ encouragements and learning to learn as a way of developing professors ’ education towards the process of learning and evaluation of students. In the latter, we ’ ve noticed positive and negative aspects. While in the positive aspects we ’ ve testified actions and attitudes that were crucial for the development of the curricular proposals, in the negative ones we ’ ve verified controversial arguments between the students and teachers ’ speeches regarding the process of medical education in a humanized approach. For last, we ’ ve got large different results within the period investigated. However, we understand that the data found in the study has contribu ted to reach the proposed objectives regarding what has been perceived between the professors and students ’ point of views in relation to a humanized based education. Even if it ́s an initial perception, it is moving towards a medical education more humaniz ed and centered in the human being.

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.

Ensino colaborativo e educação física: contribuições à inclusão escolar

In Brazil, special education public is a challenge to all teachers, especially to Physical Education ones. Among others, it encompasses students with disabilities, students with intellectual giftedness, and students with pervasive developmental disorder. Besides posing challenges, the inclusion process causes worry and generates debates on problems that impede the full partaking of such pupils in schooling practices related to physical education. This thesis presents a research that focused on these matters by means of co-working involving the researcher and the Physical Education teacher in regular classrooms following co-teaching perspective. The starting point of the research is the following question: what contributions co-working involving Physical Education teacher and researcher may provide to people with disabilities and to Physical Education teacher in regular schools attended by students who are the special education’s target? The research aimed at discussing and analyzing the development of such co-working activity involving the researcher and Physical Education teacher. It followed co-teaching perspective and was put into practice in a public school in Uberlândia, state of Minas Gerais. Participant qualitative approach, which recognizes relations between social sciences and intervention in social reality, was the methodological choice to develop the research in three phases: 1) making the research; 2) intervening in social reality; 3) assessing/diagnosing it. Strategies to gather data included semi structured interview, questionnaire, participant observation, and group interview. Data come, above all, from oral accounts as well as from the work by the group of participants of the research, which means, researcher, Physical Education teacher who works at regular schools and three teachers who deal with AEE (Atendimento Educacional Especial), a special educational teaching program. The concept of inclusion is discussed accordingly to authors such as Miranda (2001), Mantoan (2001), Duarte and Santos (2003), Mittler (2003), Rodrigues (2006), and Bueno (2008). The conception of co-working is developed in the light of studies by Capellini (2004) and Mendes (2009), among others. Results point out not only initial conditions of anguish, doubts and hardships, but also a will to debate difficulties Physical Education teachers face in their daily pedagogical activities at school. Likewise, results showed that teachers who took part in the research are interested in continuing their training in connection with co-teaching as strategy to teach physical education at inclusive schools.

DISCURSO DA MARCA: uma abordagem da semiose comunicacional da marca

A tese aborda a constituição do significado da marca sob a perspectiva de seu discurso na sociedade de consumo. Por meio dos objetivos propostos, (a) a descrição do processo comunicacional da marca como um discurso social; (b) a demonstração da constituição do significado da marca pela circulação de efeitos de sentido; e (c) a articulação da teoria social que fundamenta o processo, intenta-se explorá-la como possibilidade teórica explicativa por meio do discursivo na semiose social. A tese justifica-se pelo desenvolvimento de uma abordagem comunicacional para a constituição do significado da marca (relevância teoria) e pela possibilidade de interferência na realidade social a partir do conhecimento de como a marca institui-se como um discurso social (relevância social). Trata-se de um trabalho teórico, de natureza qualitativa, a partir de uma pesquisa exploratória, com vistas a propor a construção de uma semiose da marca. Concluiu-se que é teoricamente pertinente a constituição do significado da marca contemporânea fundamentalmente por um processo de produção de sentido social na sociedade de consumo.

Bridging Perspectives

People’s ability to change their social and economic circumstances may be constrained by various forms of social, cultural and political domination. Thus to consider a social actor’s particular lifeworld in which the research is embedded assists in the understanding of how and why different trajectories of change occur or are hindered and how those changes fundamentally affect livelihood opportunities and constraints. In seeking to fulfill this condition this thesis adopted an actor-oriented approach to the study of rural livelihoods. A comprehensive livelihoods study requires grasping how social reality is being historically constituted. That means to understand how the interaction of modes of production and symbolical reproduction produces the socio-space. Research is here integrated to action through the facilitation of farmer groups. The overall aim of the groups was to prompt agency, as essential conditions to build more resilient livelihoods. The smallholder farmers in the Mabalane District of Mozambique are located in a remote semi-arid area. Their livelihoods customarily depend at least as much on livestock as on (mostly) rain-fed food crops. Increased climate variability exerts pressure on the already vulnerable production system. An extensive 10-month duration of participant observation divided into 3 periods of fieldwork structured the situated multi-method approach that drew on a set of interview categories. The actor-oriented appraisal of livelihoods worked in building a mutually shared definition of the situation. This reflection process was taken up by the facilitation of the farmer groups, one in Mabomo and one in Mungazi, which used an inquiry iteratively combining individual interviews and facilitated group meetings. Integration of action and reflection was fundamental for group constitution as spaces for communicative action. They needed to be self-organized and to achieve understanding intersubjectively, as well as to base action on cooperation and coordination. Results from this approach focus on how learning as collaboratively generated was enabled, or at times hindered, in (a) selecting meaningful options to test; (b) in developing mechanisms for group functioning; and (c) in learning from steering the testing of options. The study of livelihoods looked at how the different assets composing livelihoods are intertwined and how the increased severity of dry spells is contributing to escalated food insecurity. The reorganization of the social space, as households moved from scattered homesteads to form settlements, further exerts pressure on the already scarce natural resource-based livelihoods. Moreover, this process disrupted a normative base substantiating the way that the use of resources is governed. Hence, actual livelihood strategies and response mechanisms turn to diversification through income-generating activities that further increase pressure on the resource-base in a rather unsustainable way. These response mechanisms are, for example, the increase in small-livestock keeping, which has easier conversion to cash, and charcoal production. The latter results in ever more precarious living and working conditions. In the majority of the cases such responses are short-term and reduce future opportunities in a downward spiral of continuously decreasing assets. Thus, by indicating the failure of institutions in the mediation of smallholders’ adaptive capabilities, the livelihood assessment in Mabomo and Mungazi sheds light on the complex underlying structure of present day social vulnerability, linking the macro-context to the actual situation. To assist in breaking this state of “subordination”, shaped by historical processes, weak institutions and food insecurity, the chosen approach to facilitation of farmer groups puts farmer knowledge at the center of an evolving process of intersubjective co-construction of knowledge towards emancipation.

Lebensrealitäten im Zentrum der Wissensvermittlung. Afrikaspezifische Veranstaltungen der entwicklungspolitischen Bildungsarbeit

Der vorliegende Beitrag beschäftigt sich mit afrikaspezifischen Veranstaltungen der entwicklungspolitischen Bildungsarbeit und den durch Referent/inn/en vermittelten Inhalten über den Lebensalltag in afrikanischen Ländern. Es wird aufgezeigt, dass der Prozess der Herausbildung des vermittelten Wissens in den Veranstaltungen durch das Zusammenspiel verschiedener Aspekte charakterisiert ist. Dazu gehören die institutionelle und diskursive Einordnung entwicklungspolitischer Bildungsarbeit in die Gesellschaft, die biographischen Hintergründe der Referent/inn/en und ihre Wahrnehmung gesellschaftlicher Wirklichkeit. (DIPF/Orig.)

Lo que sé de los hombrecillos de Juan José Millás: la ficción psicótica de la sociedad perfecta.

This short essay deals with literary representations of identity and of social reality, especially in relation to the novelistic works published by the Spanish writer Juan José Millás. The article is divided into three parts. The first section is dedicated to a general overview of the new perspectives brought by the contemporary ‘linguistic turn’ in culture, which is currently considered as the product of different discourses and not as an ontological datum. The postmodern condition, on the other hand, is described as the age in which it has become radically difficult to rely on such ideas as “nation” and “people” for the construction of personal identity. The second part of the article identifies Millás’ poetics as an excellent example of describing the neurotic symptoms produced by the urban way of life in Western communities. Millás recognizes the separateness between language and material reality as the origin of the subject's isolation, especially in contemporary life. Finally, the third part handles with Lo que sé de los hombrecillos, the last novel by Millás, in which we witness a significant switch from neurosis to psychosis in the mind of the protagonist who offers us a distorted realisation of his idea of community and plenitude.

O contributo da diversidade linguística e cultural na promoção da escrita

Este estudo, desenvolvido no âmbito da Prática Pedagógica Supervisionada B2 e Seminário de Investigação Educacional B2, do Mestrado em Ensino do 1.º e 2.º Ciclo do Ensino Básico, tem como finalidade desenvolver propostas de rentabilização da diversidade linguística e cultural como forma de promover a escrita, em contexto sala de aula com alunos do 1.º CEB. Tratando-se de um estudo assente numa investigação qualitativa do tipo investigação-ação, este baseou-se no desenvolvimento de um projeto didático em contexto 1.º CEB que decorreu entre os dias 13 e 17 de abril de 2015, com 26 alunos, numa escola da periferia de Aveiro e procurou articular a diversidade linguística e cultural com a escrita. Assim, é imprescindível que se inicie a sensibilização à diversidade linguística e cultural desde cedo, para que as crianças desenvolvam competências pessoais, culturais e linguísticas, que lhes permitam integrar na realidade social atual. Para isso, a diversidade linguística e cultural deverá ser desenvolvida através de atividades que estimulem as crianças aos mais diversos níveis, despertando o seu interesse e canalizando a sua energia para promover a escrita. Enquadrado nesta perspetiva surge o presente trabalho, cujos objetivos se prendem com a caracterização da diversidade linguística e cultural presente em sala de aula e desenvolver atividades relacionadas com a diversidade linguística e cultual, promovendo a escrita em sala de aula. Após a análise de conteúdo dos dados, recolhidos através da observação direta, dos trabalhos dos alunos, inquérito por questionário e grelhas de observação, podemos concluir que as atividades implementadas proporcionaram aos alunos estabelecer comparações entre as diferentes culturas e línguas abordadas ao longo do projeto de intervenção e o desenvolvimento de atitudes positivas, como a compreensão, a amizade e o respeito pelo Outro, despertando a curiosidade, a vontade e a predisposição para trabalhar atividades de escrita, tal como, recados, recontos e elaboração de frases.