O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

A COMUNICAÇÃO CORPORATIVA E O DISCURSO DO CONSUMIDOR CONTEMPORÂNEO NOS SITES SOCIAIS DE RECLAMAÇÃO: DECEPÇÃO E COABITAÇÃO NA REDE – DESAFIOS E OPORTUNIDADES

A expansão das redes sociais virtuais, o aperfeiçoamento das técnicas de informação, a penetrabilidade do capitalismo de concorrência e o fragmentado sujeito pós-moderno constituem, ao lado da sociedade de consumo, os pilares desta tese. Nossa hipótese central é que as redes sociais da Internet ampliam os espaços de participação, compartilhamento, colaboração e manifestação das decepções do consumidor, mas não diminuem as descontinuidades, a incompreensão e o desrespeito oriundos das relações e práticas de consumo, podendo, muitas vezes, aceleraremasconflitualidades. A abertura para o diálogo, o incitamento à tomada de poder do sujeito e a multiplicação das trocas entre empresas e consumidores representam a oportunidade e o desafio de valorizarmos a concepção normativa da comunicação, admitindo as dificuldades da intercompreensão, a urgência da coabitação e a realidade da incomunicação. Recorremos à Análise de Discurso de tradição francesa (AD) como campo teórico-metodológico para analisar o discurso do consumidor inscrito na plataforma Reclame AQUI e construir uma crítica à comunicação corporativa contemporânea; a partir dos conceitos de cenografia, ethos e esquematização enunciativa, verificamos como a ideologia opera no interior das cenas daenunciação do consumo, constituindo uma ordem própria ao discurso do reclamante decepcionado. Esta análise ratificou as discussões teóricas que levamos a cabo, servindo de suporte para a problematização e o debate das sete cenografias que se evidenciaram no/pelo discurso do sujeito/consumidor: respeito/desrespeito, ameaça, promessa e frustração, mau atendimento e problema não resolvido, negociação, clientes novos x antigos e consumidor enganado; a imbricação do nosso corpuse o arcabouço teórico coloca na ribalta a necessidade de políticas de comunicação organizacional norteadas pelo senso prático de outridade, transcendendo as relações puramente mercadológicas; ao mesmo tempo, lança luz sobre apremência de mais solidariedade, compaixão, capacidade de escuta, compreensão e coabitação para as corporações que funcionam em uma sociedade guiada pelo frenesi da ética da concorrência e da consumolatria. Esta tese evidencia que a atuação dos consumidores e das empresas no mundo on-line representa mais que um elemento circunstancial de (in) tolerância mútua; desenha um destino comum que pode ter como rumo a outridade solidária do próximo, aceitando a experiência da alteridade, o risco do fracasso e a esperança da confiança e do respeito que a comunicação pode conceber.

AS NARRATIVAS VISUAIS E RELIGIOSAS DO VALE DO AMANHECER

O Vale do Amanhecer é um movimento religioso genuinamente brasileiro que surgiu a partir da década de 1960 no Distrito Federal. A pesquisa tem como objetivo investigar a cultura visual religiosa do Vale do Amanhecer como elemento-chave da sua interpretação e construção da sua narrativa religiosa pós-moderna. Parte-se da hipótese de que a sua iconografia enquanto se utiliza elementos da ficção científica representa uma forma nova e rara de se situar na contemporaneidade considerando aspectos da cosmologia do século XX, para construir uma narrativa religiosa adaptada. Como referencial teórico utilizamos a abordagem de Edgar Morin sobre a intersecção de cinema e imaginário, a reflexão de Joseph Campbell como modelo da jornada do herói ou monomito. Como metodologia propõem-se partir da proposta por Gillian Rose para a interpretação da cultura visual. Espera-se evidenciar a importância das narrativas literárias espíritas e cinematográficas de ficção científica na constituição da narrativa pictórica do Vale do Amanhecer e como isso transformou este movimento em um dos principais fenômenos religiosos que assuiram a nova cosmologia

A busca por uma política nacional dos biocombustíveis como tutela do direito fundamental ao meio ambiente : acautelamento e avaliação de riscos

The work is to demonstrate the scope of modern-day major regulatory provisions and the policies implemented to adoption of biofuels in the national energy matrix. The adoption of biofuels as an alternative to fossil fuels, is based on the realization of the fundamental right to an ecologically balanced environment mitigating hazards and environmental hazards arising from a postmodern society. However, the change in the Brazilian energy matrix observe the precepts of certain environmental principles to essentially environmental preservation The proposed Environmental rule of law is founded on the realization of the right (duty) key to an ecologically balanced environment for sustainable development. Thus, it is up to the State, in addition to considering the dangers and risks fruits of government decisions, present the possible instruments to mitigate the irreversible environmental damage to the environment. The management of environmental risks present in the ideals of an Environmental rule of law, plays an important role in the preservation and economic development, using, therefore, of acautelatórios legal instruments, such as environmental licensing and the ecological-economic zoning, measures adopted in the light of the principles of precaution and preservation. The adoption of research in the environmental field, improvement and development of environmental technology, building a system to observe ecological changes, imposition of environmental policy objectives to be achieved in the medium and long term and systematization of organizations plan a protection policy environmental, are essential measures to control possible environmental risks and damage guided by the aforementioned environmental principles. Thus, it will be used the inductive method of approach, starting from the analysis of the new perspective of Environmental rule of law and the implementation of biofuels in the context of a post-modern society, marked by uncertainty and the risk of damage, from the study of the principles of caution, maintaining and cautionary measures in mitigating the hazards and potential risks.

O ensino de arte pós-moderno na arte de Daniel Francisco de Souza

This thesis presents a research that links cultural history and visual culture in a sociobiographical approach. It gives a “political treatment” to the educational experience in the transition of art teaching from the modern to the postmodern. By taking into account my experiences as an educator and the poetic practice in Daniel Francisco de Souza’s visual art, I propose a dialogue with his art and a series of visual narratives this artist/student produced at the time of his education and recently. Such visual narratives were taken as research source and research subject. They were created in a rural setting in dialogue with formal art teaching in two phases: 1992–6, when Daniel Fran cisco attended elementary school in the rural area of Uberlândia, MG; and 2008–10, when he attended Visual Arts graduation at Federal University of Uberlândia city. I analyze historical processes related to art and teaching, from the early sixteenth century to the present times, to realize residues in students’ poetic experiences. I relate Brazilian educational public policies with experi- ences in that rural school. I try to show the extent to which our educational practices triggered experiences — from ones common to intense ones — and promoted forms of “emancipation-knowledge” or “regulation-knowledge” and how the “selective tradition” was and how art predetermined history images gave way to everyday visual references, pointing to the “broad field” of visual culture. I make an effort to show Daniel Francisco’s work as an adult by tak- ing it according to different approaches. In a poetic reading, first, I emphasixe the material and the symbolic in his art. In a second look, I approach his work through the intertwining experiences of three characters from different times and places that participated in the making of his art: the artist farmer, the artist teacher and the teacher researcher. I assume the existence of a mutual cultural incompleteness in these three characters; which means that parts of their “structures of feeling” built on the interrelationship among them are part of the artist’ work as a historical content decanted. Thirdly, I demonstrate how the artist sees his place as a key re ference to his poetic creation. His work does not reflect the rural bucolic as something untouched. In showing the difficulty in distinguishing the archaic residual, I identify emerging issues in his work. I conclude that the artist — Daniel Francisco — and the researcher — myself — present maverick features: both are scavengers; their productions approach the working with scraps in art and in the academy; even momentarily, they live in exile in the warmth of the borders or the edges, from where one sees the center clearly. In these spaces, when certain structures and normative codes enter into coalition, they fragment pre-established strategies and stimulate the creation of survival tactics.

Mockumentary as postnationalism: national identity in 'A Day Without a Mexican' by Sergio Arau

The turn to neoliberalism in the 1990s proved decisive for Mexico, as the NAFTA project embraced by the Salinas administration entailed a re-definition of national identity, defined since the revolution as mestizo, Catholic and especially as the Other to the United States. And just as cinema was in those days a crucial discourse for this particular construction of the identity, it was in the 1990s equally instrumental to its redefinition, which largely focused on the role of migrants to the US, presented even as supplementary in the Derridean sense. In 1992, as part of these efforts, Sergio Arau directed a mockumentary which in 2004 became a feature film, ‘A Day Without a Mexican’. As would befit more the seriousness of a documentary than the excess and parody of mockumentary, the stated aim in both was to advance a social agenda, arguing the case for immigrant labour and for Mexican presence in the US more generally. The film charts what would happen in California were all Latino immigrants to suddenly disappear, arguing chaos would ensue. Given the link between cinema and modernity and the relevance of cinema for the nation as an alternative public sphere, this chapter looks at the implications of choosing mockumentary, taken by many to be a paradigmatic postmodern and hybrid form, to discuss the hybridisation of national identity in a transnational film, in the present age of globalisation.

Ocularcentrism and its others: A framework for metatheoretical analysis

There is a contemporary scepticism towards vision-based metaphors in management and organization studies that reflects a more general pattern across the social sciences. In short, there has been a shift away from ocularcentrism. This shift provides a useful basis for metatheoretical analysis of the philosophical discourse that informs organizational analysis. The article begins by briefly discussing the vision-generated, vision-centred interpretation of knowledge, truth, and reality that has characterized the western philosophical tradition. Taking late 18th-century rationalism as the high-point of ocularcentrism, the article then presents a metatheoretical framework based on three trajectories that critiques of ocularcentrism have subsequently taken. The first exposes the limits of the metaphor by, paradoxically, taking it to its limits. The second trajectory seeks to displace the primordial position of the ocular metaphor and replace it with an alternative lexicon based on other human senses. Last, the third trajectory describes how the Enlightenment ocular characterization of the visual and mental worlds has effectively been inverted in the postmodern moment.

Reframing Chinese animation: from classicism to postmodernism in post-1949 non-commercial Chinese animated films

This thesis focuses on Chinese non-commercial animated films produced from 1949 to date, with the aim of remapping and reframing Chinese animation in the light of existing theories, critiques, and frameworks drawn from studies in animation, film, and screen media. I suggest that Chinese animation has experienced three aesthetic transformations since 1949, primarily influenced by traditional Chinese culture, by Western modernist art and literature and, most recently, by postmodernism, respectively. Thus, the research traces and thoroughly investigates these three distinctive phases of Chinese animation in chronological order, from the classical period (1950s– 1980s) to modernism (1980s–2000s) and postmodernism (after 2000s). More in detail, I first rethink and re-evaluate the success of classical Chinese animation and the Chinese school of animation and, at the same time, I explore the influence of the political situation of the time on Chinese animation. Through careful analysis of A Da (1934–87) and other Chinese animators’ practices and theory, then, I argue that a remarkable modernist transformation took place in Chinese animation between the 1980s and 2000s, mainly driven by Western modernism and the Chinese “cultural fever” movement. Finally, through a discussion of the latest non-commercial animations produced after 2005, and especially those of Bu Hua (1973– ), for the first time I classify and theorize contemporary Chinese animations within a postmodern framework. By reframing existing views and broadening the scope of the analysis to encompass new areas and frameworks, this thesis aims to provide the reader with a comprehensive and systematic understanding of post-1949 Chinese animation and to offer an original contribute to scholarship, also working as a starting point for further research in this area.

Pensar las ciencias sociales desde América Latina ante el cambio de época

Herederas de propuestas disciplinarias originales, como la teoría de la dependencia -y sus posteriores críticas desde el marxismo-, o del pensamiento socioeconómico de la CEPAL, las ciencias sociales latinoamericanas toman distancia de enfoques anglo-euro-céntricos, para avanzar en una línea crítica del pensamiento y de las prácticas neocolonialistas. El desafío para el pensamiento es ser cosmopolita y simultáneamente latinoamericano. En este proceso, el pensamiento social latinoamericano está logrando recuperar su originalidad y vigor, gracias a un rico diálogo Sur-Sur que no pierde de vista el carácter global de sus reflexiones y de sus referentes universales. Aunque ni el marxismo clásico ni el occidental son hegemónicos dentro de la teoría crítica, el (neo)marxismo enriquecido con la crítica a la colonialidad del poder, la teoría del Sistema-mundo, la geopolítica crítica y la ecología política recuperan el campo de la teoría crítica en clave fundadora de un pensamiento de época. Sus debates epistemológicos con el post-estructuralismo y diversos enfoques posmodernos configuran los desarrollos recientes de la teoría crítica.

The Transformative Potential of Feminist Critique in Consumer Research

Given the importance of gender in consumer research, one might expect feminist perspectives to be at the forefront of critical engagement with consumer behaviour theory. However, in recent years, feminist voices have been barely audible. This paper explores the value of, and insights offered by, feminist theories and feminist activism, and how feminist theory and practice has altered our understanding of gendered consumption. It then argues that postmodern and postfeminist perspectives have diluted feminism's transformative potential, leading to a critical impasse in marketing and consumer research. In conclusion, we suggest that feminist perspectives, notably materialist feminism, might open up fresh new possibilities for critique, and interesting and worthwhile areas for transformative research in consumer behaviour.

The Punk-Rock King: Musical Anachronism in Period Film

Music has a powerful indexical ability to evoke particular times and places. Such an ability has been exploited at length by the often-elaborate soundscapes of period films, which regularly utilise incidental scores and featured period songs to help root their narrative action in past times, and to immerse their audiences in the sensibilities of a different age. However, this article will begin to examine the ways in which period film soundtracks can also be used to complicate a narrative sense of time and place through the use of ‘musical anachronism’: music conspicuously ‘out of time’ with the temporality depicted on screen. Through the analysis of a sequence from the film W.E. (Madonna, 2011) and the consideration of existing critical and conceptual contexts, this article will explore how anachronistic soundtracks can function beyond ‘postmodern novelty’ or ‘nuisance’ to historical verisimilitude, instead offering alternative modes of engagement with story and history.

Clear hero and dark hero in the cinematographic narration

The role of the hero is changing, slightly irregular, but it’s purpose is constant. The line that separates good from evil is frequently so thin that sometimes the main hero can act in a negative way, casting doubts about his own nature in the pursuit of good. This paper aims to inquire into the character’s heroic condition showing two variations of this archetype in the context of postmodern cinema: the “clear hero”, and the “dark hero”. The former keeps the most traditional values of the hero, while the latter provides a dimension which distinguishes it from the previous one: his experience executing evil as a part of his process to heroici­ty. Postmodernity implies an ambivalence in the character’s identity which can be comparable to the hero’s role, and to his way of making good. The “clear hero” does not imply negative features in the active nature of the hero, whilst the “dark hero” does include them. Through the protagonists of Gladiator (Scott, 2000) and Batman Begins (Nolan, 2005) are offered both heroic perspectives based on a selection of their principal ac­tions which have been subjected to analysis according to some parameters: behavior, implication, and cause. The decisive action will also be signalized, according to the narration’s teleonomy in reason of the favorable or unfavorable sense for the hero. Finally, each character will be observed from its archetype. By analyzing their actions from these perspectives, we observe the clear hero and the dark hero as affordable categories for the heroic role.

Investigative journalism in Mexico: between ideals and realities. The case of Morelia

The aim of this paper is to analyse the state of the investigative journalism in Mexico, especially the one that is practiced at the local level in the provinces. That is, this research is based upon a case study conducted in Morelia, the capital city of the state of Michoacán. The empirical evidence will show that there is an evident divergence regarding the practice of the investigative journalism: on the one hand, journalists are aware of what this concept involves and they consider that they practice it on a regular basis; but, on the other, the content analysis prove otherwise. In other words, the account of what is actually printed significantly differs from the news workers’ perceptions, because the former shows a poorly developed journalistic investigation practice.

The European Union Foreign Policy in the Caucasus and Central Asia: The Limitations of the Opening towards the East

This article intends to study the evolution of the European Union foreign policy in the Southern Caucasus and Central Area throughout the Post-Cold War era. The aim is to analyze Brussels’ fundamental interests and limitations in the area, the strategies it has implemented in the last few years, and the extent to which the EU has been able to undermine the regional hegemons’ traditional supremacy. As will be highlighted, the Community’s chronic weaknesses, the local determination to preserve sovereignty and an increasing international geopolitical competition undermine any European aspiration to become a pre-eminent actor at the heart of the Eurasian continent in the near future.

Los más pequeños toman la palabra: La Escuela Infantil que a ellos les gustaría

El derecho a ser escuchado y participar en aquellos asuntos que afectan a los niños es un derecho fundamental de la infancia escasamente respetado por el adulto, quien tiende a silenciar su voz, infravalorando su visión y posible aportación. Ante esta realidad, la Escuela Infantil se erige como un marco privilegiado para la escucha y la participación de la infancia en aquellos temas que les afectan, contribuyendo a la formación de ciudadanos democráticos. A partir de un marco de escucha donde se concibe al pequeño como un sujeto activo, competente y experto en su propia vida, se ha llevado a cabo una investigación que ha adoptado el formato de estudio de caso, en la que se ha recogido a través de las técnicas del dibujo y de las conversaciones con niños, la visión que poseen los más pequeños sobre la Escuela Infantil, analizando el bienestar del niño en el contexto escolar, el sentido y finalidad que los niños otorgan a la escuela; el grado de satisfacción con la misma; sus gustos y preferencias en el contexto escolar; la autonomía y libertad que dicen poseer en la escuela; su visión sobre los aspectos organizativos que rigen el funcionamiento del centro y su perspectiva sobre cómo es y cómo les gustaría que fuera la participación de las familias en la escuela. Finalmente, se recogen sus propuestas de mejora para hacer de la Escuela Infantil a la que asisten su escuela ideal. Los resultados del estudio ponen de manifiesto la demanda de los niños de una Escuela Infantil diferente a la que conocen y la existencia de un pensamiento divergente del pensamiento adulto que es necesario escuchar y tener en consideración, siendo sus aportaciones de gran valía para poder iniciar procesos de innovación y mejora educativa.