COMUNICAÇÃO PÚBLICA: UMA LEITURA CRÍTICA ENTRE O INSTITUCIONAL E O MERCADOLÓGICO

A pesquisa ora apresentada discute os processos comunicacionais e de gestão no desenvolvimento de atividades de Comunicação Pública. Sobretudo aqueles que sejam capazes de alcançar um elevado nível de qualidade em prol da eficácia na prestação de serviços ao cidadão-consumidor. Transitando entre a comunicação institucional e a mercadológica, em referência à linha de pesquisa de mesmo nome constante do Programa de Pós-graduação de Comunicação Social da Universidade, o trabalho em questão aborda tópicos como o estudo de boas práticas e aspectos interessantes sobre processos, políticas, estratégias e ações na gestão de competências da comunicação nas organizações. Para isso, em termos de metodologia, são utilizados elementos bibliográficos e documentais, além de entrevistas abertas com os gestores do setor que conformam exemplos de comunicação organizacional em duas instituições. Esses procedimentos verificados durante a pesquisa no processo comunicacional das organizações estudadas se correlacionam a uma contextualização histórica de conceitos, teorias e métodos voltados à realidade da sociedade contemporânea. Análise justificada em que pese uma abordagem a respeito de princípios que possam ser visualizados na práxis comunicacional, como sustentabilidade, transparência, governança corporativa e gestão da comunicação em uma ambiência tecnossocial de produção simbólica de conteúdos (informações, produtos, serviços, marcas, imagem etc.). A análise dessa dinâmica como um todo objetiva abordar, ainda, as implicações sociais do processo de planejamento em Comunicação e do ato comunicativo em si, que nos faz perceber de que forma as organizações públicas observam a relação (discurso versus prática) com seus clientes no acesso a informações, produtos ou serviços.

O PLANEJAMENTO EDUCACIONAL E A CONSTRUÇÃO TEÓRICO-PRÁTICA DA AUTONOMIA DO EDUCADOR

Trata-se de uma pesquisa de mestrado que tem por objetivo discutir os processos de planejamento educacional e de formação continuada do professor de Ensino Médio, envolvendo aspectos do trabalho coletivo dos educadores/professores, o momento do registro, os saberes docentes e do coordenador pedagógico e a construção da autonomia docente. O trabalho visa responder às seguintes questões: por que é tão difícil que o trabalho de planejamento, a troca de experiência, o estudo conjunto aconteçam na escola, mesmo quando são destinadas horas remuneradas para esses fins? Por que as horas destinadas ao planejamento, à troca de experiências, à avaliação do trabalho pedagógico e à formação continuada não são bem aproveitadas na escola? Muitos governos estaduais e municipais e mesmo muitos mantenedores de instituições privadas, geralmente "enfiam goela abaixo" dos educadores os seus projetos, não solicitando dos mesmos a contribuição, e o que é mais importante, o envolvimento no processo de elaboração. Os professores, ao resistirem aos processos de planejamento, estão reagindo a essa forma autoritária de desencadear políticas? Se não, que razões levam o professor a rejeitar mudanças em sua prática? Quais questionamentos fazem os professores em torno do planejamento/plano? A dissertação tem como objetivo geral analisar as respostas apresentadas da sondagem exploratória realizada no início da pesquisa, com quatro professores de uma mesma escola de Ensino Médio da rede particular, e relacioná-las aos estudos bibliográficos apresentados a partir de diversos autores estudiosos no assunto. Pretende, ainda, enfocar o "como" os professores poderiam utilizar melhor o processo do trabalho coletivo para um movimento reflexivo do ato de educar; o "quanto" as horas previstas e remuneradas poderiam contribuir para as discussões sobre o processo ensino-aprendizagem-avaliação. Como procedimento metodológico, além da entrevista inicial, foi realizado um estudo bibliográfico sobre a importância da palavra a partir dos estudos de Freud e, em seguida, da abordagem multirrefrencial por permitir um olhar plural e mais humano sobre os processos educacionais. Foram apresentados estudos sobre os conceitos atribuídos às políticas de planejamento curricular: o planejamento e o plano de ensino - práticas construídas no cotidiano. Como resultados, mesmo que provisórios, apontamos para: o trabalho coletivo no espaço organizado e garantido pelos gestores da escola; a valorização da memória e autoria docente, para a reflexão de práticas, a visibilidade do trabalho e o resultado pedagógico. O trabalho ainda considera a importância da formação contínua, planejada em momentos remunerados e garantidos pela instituição, a importância da construção dos saberes, docentes e do coordenador pedagógico e a historicidade das práticas de registro dos planos como aspectos inerentes a um projeto pedagógico e que devem ser reconhecidos, valorizados e estimulados pelas políticas institucionais.(AU)

Technology policy and technological innovation in the People's Republic of China

The objective of this research is to unveil the dynamics of technological innovation in planned economies in transition. It is proposed in the thesis that all innovation systems in the world, in fact, consist of certain configurations of market and hierarchy. These systems have always been shifting from one existing market-hierarchy mix to a new one, which is expected to be more conducive to technological innovation and economic development. Current reforms in many planned economies in transition reflect this theoretical proposition. A research framework is constructed to include three main dimensions for the study of a specific innovation system, i.e. Arrangements, Achievements and Actors. China, which has undergone reforms since 1978, is chosen as the empirical basis of the research. The research examined technology policy and technological innovation in China between 1978 to 1988. The thesis starts from Arrangements - R&D System in China and Its Reform. The thesis illustrates reforms in the R&D system in relation to government technology policy. There exist coherent government efforts to promote innovations through various plans, and the planning process incorporates both market and command elements. The institutional structure of Chinese R&D system remains still vertically departmentalised, but horizontal links are created through the market. Secondly, Achievements - Performance of Chinese R&D System is assessed through patterns of technological innovation. Data from National Awards for S&T Progress (1978-1988) are included in a substantial database, which is used to generate patterns of technological innovation and patterns of innovating organisations. These patterns were presented and interpreted in relation to geographical differences, sectoral differences, typological differences, forms of co-operation and the impacts of S&T policy and reform. The third dimension is study on Actors - Innovation in Applied R&D institutes. Through semi-structured interviews and questionnaire survey, internal structure and research management are analysed in the light of ongoing reforms. The reform of R&D funding system greatly affected the way applied R&D institutes operate. Both organisational and individual incentives for innovating are increasingly associated with economic or material benefits. The research suggests there is a need to put reforms in the R&D system into a wider societal and political context. Some general attributes of applied R&D institutes are also discussed in the thesis.

The management of diversification in a large industrial company

This work is the result of an action-research-type study of the diversification effort of part of a major U.K. industrial company. Work in contingency theory concerning the impact of environmental factors on organizational design, and the systemic model of viable systems put forward by Stafford Beer form the theoretical basis of the vvork. The two streams of thought are compared and found to offer similar conclusions about the design of effective organizations. These findings are taken as the framework for an analysis both of organization structures for promoting innovation described in the literature, and of those employed by the company for this purpose in recent years. Much attention is given to the use of venture groups, and conclusions are drawn on particular factors which may influence their success or failure. Both theoretical considerations, and the examination of the company' s recent experience suggested that the formation of the policy of diversification, as well as the method of implementation of the police, might affect its outcorre. Attention is therefore focused on the policy-making and planning process, and in particular on possible problems that this process could generate in a multi-division company. The view finally taken of diversification effort is that it should be regarded as a learning system. This view helps to expose some ambiguities in the concepts of success and failure in this area, and demonstrates considerable weaknesses in traditional project evaluation procedures.

Evolving forms of manufacturing strategy development:evidence and implications

This paper outlines, using evidence from several case studies, the use of alternative forms of manufacturing strategy processes. Our investigation shows that the manufacturing strategy development practices of manufacturers are evolving in many directions; we found several alternatives to the formal top-down planning process. Manufacturers use one or more of the following alternatives with or without the top-down manufacturing strategy process: a coherent pattern of actions; manufacturing/process improvement programs; or the pursuit of core manufacturing capabilities. It appears that the various manufacturing strategy development processes may be tied to the strategic role of manufacturing in a company. This paper offers a framework that captures the relationship between the strategic role of manufacturing and the process of manufacturing strategy development. An in-depth case from a UK company illustrates the evolving forms of manufacturing strategy development processes.

Collection of Documents Beginning w/ LCME Site Visit Schedule

Collection of documents on the College of Medicine's planning process in preparation for the LMCE's site visit.

Progress Report, February 1- March 10, 2007

Timeline/progress report outlining meetings concerning the College of Medicine planning process.

Developing performance measures of mangrove wetlands using simulation models of hydrology, nutrient biogeochemistry, and community dynamics

The goal of mangrove restoration projects should be to improve community structure and ecosystem function of degraded coastal landscapes. This requires the ability to forecast how mangrove structure and function will respond to prescribed changes in site conditions including hydrology, topography, and geophysical energies. There are global, regional, and local factors that can explain gradients of regulators (e.g., salinity, sulfides), resources (nutrients, light, water), and hydroperiod (frequency, duration of flooding) that collectively account for stressors that result in diverse patterns of mangrove properties across a variety of environmental settings. Simulation models of hydrology, nutrient biogeochemistry, and vegetation dynamics have been developed to forecast patterns in mangroves in the Florida Coastal Everglades. These models provide insight to mangrove response to specific restoration alternatives, testing causal mechanisms of system degradation. We propose that these models can also assist in selecting performance measures for monitoring programs that evaluate project effectiveness. This selection process in turn improves model development and calibration for forecasting mangrove response to restoration alternatives. Hydrologic performance measures include soil regulators, particularly soil salinity, surface topography of mangrove landscape, and hydroperiod, including both the frequency and duration of flooding. Estuarine performance measures should include salinity of the bay, tidal amplitude, and conditions of fresh water discharge (included in the salinity value). The most important performance measures from the mangrove biogeochemistry model should include soil resources (bulk density, total nitrogen, and phosphorus) and soil accretion. Mangrove ecology performance measures should include forest dimension analysis (transects and/or plots), sapling recruitment, leaf area index, and faunal relationships. Estuarine ecology performance measures should include the habitat function of mangroves, which can be evaluated with growth rate of key species, habitat suitability analysis, isotope abundance of indicator species, and bird census. The list of performance measures can be modified according to the model output that is used to define the scientific goals during the restoration planning process that reflect specific goals of the project.

Knowledge, attitudes, and practices affecting health behaviors in the U.S. Army Special Operations Command population of Rangers

Malaria is a threat to United States military personnel operating in endemic areas, from which there have been hundreds of cases reported over the past decade. Each of these cases might have been avoided with proper adherence to malaria chemoprophylaxis medications. Military operations may detract from the strict 100% adherence required of these preventive medications. However, the reasons for non-adherence in military populations are not well understood. This behavior was investigated using a cross sectional study design on a convenience sample of U.S. Army Ranger volunteers (n=150) located at three military instillations. Theoretical support was based on components of the Health Belief Model, the Theory of Reasoned Action/Theory of Planned Behavior, and the Social Cognitive Theory. ^ Data on knowledge, attitudes, and practices, as well as multiple environmental domains was collected using an original yet unvalidated questionnaire. The data was analyzed using bivariate Pearson correlations, binary logistic regression, and moderated logistic regressions employing a 0.05 criterion of statistical significance. Power analyses predicted 96-98% power for this analysis. ^ Multiple significant medium strength Pearson correlation coefficients were identified relative to the two dependent variables Take medications as directed and Intend to take the medications as directed the next time. Binary logistic regression analyses identified multiple variables that may predict behavioral intentions to adhere to these preventive medications, as a proxy for behavioral change. Moderated logistic regression analyses identified Command Support for adherence to these medications as a potential significant moderator that interacts with independent variables within three domains of the survey questionnaire. ^ The findings indicate that there may be potential significant beneficial effects, which may improve this behavior in this population of Rangers through 1) promoting affirmative interpersonal communications that emphasize adherence to these medications, 2) including malaria chemoprophylaxis medications in the mission planning process, and 3) military command support, in the form of including the importance of proper adherence to these medications in the unit safety briefings.^

Outdoor experiential team -building and the college adjustment and persistence of freshmen in learning communities

Student retention is a primary goal in all higher education institutions. Students who are more adjusted to college life are more likely to persist. The purpose of this research was to determine the effects of an outdoor experiential team-building program on the college adjustment of first-semester freshmen in learning communities at a diverse, urban university. The participants in this quasi-experimental study were first-semester freshmen enrolled in learning communities. A total of 123 students participated, with 61 students in the experimental group and 62 students in the comparison group. There were no significant differences between the two groups in relation to age, gender, or ethnicity. The students in the experimental group participated in the team-building program, which consisted of three events spaced three and four weeks apart. At the end of the semester, students in both the experimental and comparison groups completed the Student Adaptation to College Questionnaire (SACQ), a 67-item self-report survey. ^ Independent samples t-test of the SACQ scores (for attachment to the institution, social adjustment, and overall adaptation to college) between groups was done, and the analyses revealed no statistically significant differences. Chi-square analyses revealed no significant difference in the enrollment pattern between the two groups over a four-year period. Repeated measures ANOVAs revealed that from the first semester of enrollment to the second semester there was a significant drop in GPA for students from the comparison group and no such drop in GPA for students from the experimental group who had participated in at least two of the team building activities. A repeated measures ANOVA was conducted for the first year by semester and ethnicity. No ethnic differences were found, and no interaction was found by ethnicity and semester. ^ Should colleges and universities continue to utilize outdoor experiential team-building programs as a creative way to influence students' connection to the institution they should further investigate its value on students' adjustment to college. Future studies should also consider other variables influenced by team-building programs that affect students' college adjustment, such as collaborative learning. Faculty should be included in the planning process to increase their participation. ^

Socio-ecological vulnerability to climate change in South Florida

Awareness of extreme high tide flooding in coastal communities has been increasing in recent years, reflecting growing concern over accelerated sea level rise. As a low-lying, urban coastal community with high value real estate, Miami often tops the rankings of cities worldwide in terms of vulnerability to sea level rise. Understanding perceptions of these changes and how communities are dealing with the impacts reveals much about vulnerability to climate change and the challenges of adaptation. ^ This empirical study uses an innovative mixed-methods approach that combines ethnographic observations of high tide flooding, qualitative interviews and analysis of tidal data to reveal coping strategies used by residents and businesses as well as perceptions of sea level rise and climate change, and to assess the relationship between measurable sea levels and perceptions of flooding. I conduct a case study of Miami Beach's storm water master planning process which included sea level rise projections, one of the first in the nation to do so, that reveals the different and sometimes competing logics of planners, public officials, activists, residents and business interests with regards to climate change adaptation. By taking a deeply contextual account of hazards and adaptation efforts in a local area I demonstrate how this approach can be effective at shedding light on some of the challenges posed by anthropogenic climate change and accelerated rates of sea level rise. ^ The findings highlight challenges for infrastructure planning in low-lying, urban coastal areas, and for individual risk assessment in the context of rapidly evolving discourse about the threat of sea level rise. Recognition of the trade-offs and limits of incremental adaptation strategies point to transformative approaches, at the same time highlighting equity concerns in adaptation governance and planning. This new impact assessment method contributes to the integration of social and physical science approaches to climate change, resulting in improved understanding of socio-ecological vulnerability to environmental change.^

Princípios da construção enxuta no processo de planejamento de uma construtora de grande porte de Natal (RN)

Considered as one of the oldest activities done by men, the civil construction represents one of the most important sectors for the economic growth of a country, in spite of the low results of growth in the past few years and also in the current year. To make this industry grow, even with an unfavourable economic scenario, it is necessary to implement an effective planning in its activities. This is one of the most important concepts brought by the Lean Construction philosophy, which had its origin through the adaptation of the concepts established by the Toyota Production System (TPS) or Lean Production. By having as a scenario the city of Natal\RN, the main goal of this dissertation consists in investigating how the 11 principles of the lean construction influenced the schedule of a construction field that started to implement its lean concepts. As a methodology, it was used the case study of a big enterprise located in Natal (RN). During the execution of the method, documents related to the short-term, midterm and long-term planning were analysed , aiming to describe its planning process; it was also described the factors that caused the delays at the enterprises’ field ;in addition, a comparison was made between the results obtained at the case study and the ones presented at the literature; in the end, the actions were listed by the company, which had the purpose to solve the main causes of delays, verifying if they were linked to the lean construction principles. This research finds its reason of existence in the relevance of its theme at the nowadays reality of the construction industry, since the principles of the lean construction uphold the reduction of processes that are useless, diminishing wastes as well as costs in construction. The relevance is perceived for the academy, in terms of the possibility to discuss if the concepts established by the lean production are being adapted to the civil construction sector and how this adaptation is influencing at the buildings planning project. Economic importance, because with the reduction of the wastes and costs, the companies may reduce the building´s value into a more accessible value, even with the sector´s lower growth. And social significance, because lean construction gives a better participation of the labour at the planning activity. Among the main results, the high frequency of planning errors stands out, mainly the programming deviations and not the task programming, as well as the execution errors, low productivity and activities executed by the workers. Amongst the 11 principles of lean construction, only five were related with the 12 actions analysed by the author. From the 12 actions, four were completely cohesive to one or more from these five principles. Some improvement proposals were also highlighted and established by the research.

A evolução do turismo no Seridó: uma análise à luz do modelo de Butler

Tourism is configured as an activity that presents constant movement could boost local development in the economic, sociocultural and human in locations with potential for structuring and such. Because it is a dynamic activity, tourism allows changes in its flow, extending the periods of seasonality. To this end, in view of the aforementioned dynamics, it becomes relevant to the presence of tourism planning, initially starting from the government so that it create laws and standards and develop projects for the management of activities in an orderly way, seeking citizen participation, making essential the presence of actors and agents in local tourism, expanding democracy and knowledge of their place of origin. In this scenario, the Ministry of Tourism is emerging with the National Tourism Plan which incorporates among its actions, the Regionalization Program Guide, adopting a model of regional local management, a participatory manner, through the bodies of governance imposed at the poles, and the shares of public policy in their various departments most responsible for promoting tourism in pole Seridó. This scientific work aims to analyze the pole Seridó, under the theory of tourism area life cycle (TALC) proposed by BUTLER (1980), locating actions for tourism and chronology of the locality applied the proposed process activity. For both the methodology is descriptive and exploratory, qualitative approach, historical, descriptive and narrative level, non-probability sampling, using secondary sources, through documents and other records occurred during the planning processes in the region, in order to have access to information related to the planning process of tourism in Seridó, using as a way to research the data collected the technique of content analysis. As a conclusion of this study it is observed that from the survey in relation to the history of tourism in the region, economic activities of livestock, cotton industry, mining and ceramics industry were responsible for the initiation of tourism in the locality through the flow directed to the same, the insertion of the first hotels and performing traditional events, giving rise to the demand for public policies that aided in directing the activity being, therefore, inserted into the engagement phase, the second phase proposed by BUTLER (1980) model, and the study was terminated with suggestions for the continuation of tourism in the region.

Como planificar de acordo com as caraterísticas e necessidades dos diferentes contextos, nomeadamente no que concerne à heterogeneidade das crianças e dos respetivos grupos

Relatório de estágio para a obtenção do grau de mestre na especialidade profissional de Educação pré-escolar

O PLANEJAMENTO DA COMUNICAÇÃO ON-LINE: Como a velocidade no fluxo da informação altera a forma de planejar

O advento da internet causou uma revolução na forma como a sociedade se relaciona. A consolidação das mídias sociais na ambiência digital acentuou o poder das mudanças e forçou a comunicação a rever paradigmas. O imediatismo e a velocidade com que a informação se propaga num processo simétrico de mão dupla – emissor e receptor – mudou a forma de trabalhar, pensar e planejar. O presente trabalho traz uma pesquisa com profissionais de comunicação e analisa como o fator prazo tem impactado no processo do planejamento de longo prazo – tradicionalmente anual – das ações voltadas para o ambiente digital. A pesquisa baseou-se em amplo referencial teórico das áreas de comunicação, marketing, redes e mídias sociais, tecnologia, administração, além de institutos de pesquisas e empresas. A fim de descrever as experiências vividas pelos profissionais, empreendemos ainda uma pesquisa qualitativa com entrevistas em profundidade, com amostra não probabilística, com foco nas disciplinas de marketing e propaganda e relações públicas. Os resultados apontam para um aprendizado ainda sendo conquistado, dia após dia, a partir de tentativas e erros, onde a preocupação dos profissionais fica dividida entre o prazo de antecedência com que é feito um planejamento e a obrigatoriedade de sua revisão contínua.