Product placement in movies: a cross cultural study between Brazil and the USA

The broader objective of this study undertaking can briefly be articulated in particulate aims as follows: to measure the attitudes of consumers regarding the brand displayed by this strategy as well as to highlight recall, recognition and purchase intentions generated by product placement on consumers. In addition, check the differences and similarities between the behavior of Brazilian and American consumers caused by the influence of product placements. The study was undertaken targeting consumer audience in Brazil and the U.S. A rang3 modeling set ups were performed in order to realign study instruments and hypothesis towards the research objectives. This study gave focus on the following hypothesized models. H1: Consumers / Participants who viewed the brands / products in the movie have a higher brand / product recall compared to the consumers / participants who did not view the brands / products in the movie. H2: US Consumers / Participants are able to recognize and recall brands / products which appear in the background of the movie than Brazil. H3: Consumers / participants from USA are more accepting of product placements compared to their counterparts in Brazil. H4: There are discernible similarities in consumer / participant brand attitudes and purchase intentions in consumers / participants from USA and Brazil in spite of the fact that their country of origin is different. Cronbach’s Alpha Coefficient ensured the reliability of survey instruments. The study involved the use of the Structural Equation Modeling (SEM) for the hypothesis testing. This study used the Confirmatory Factor Analysis (CFA) to assess both the convergent and discriminant validities instead of using the Exploratory Factor Analysis (EFA) or the Principal Component Analysis (PCA). This reinforced for the use of the regression Chi Square and T statistical tests in further. Only hypothesis H3 was rejected, the rest were not. T test provided insight findings on specific subgroup significant differences. In the SEM testing, the error variance for product placement attitudes was negative for both the groups. On this The Heywood Case came in handy to fix negative values. The researcher used both quantitative and qualitative approach where closed ended questionnaires and interviews respectively were used to collect primary data. The results were additionally provided with tabulations. It can be concluded that, product placement varies markedly in the U.S. from Brazil based on the influence a range of factors provided in the study. However, there are elements of convergence probably driven by the convergence in technology. In order, product placement to become more competitive in the promotional marketing, there will be the need for researchers to extend focus from the traditional variables and add knowledge on the conventional marketplace factors that is the sell-ability of the product placement technologies and strategies.

On paternalistic leadership fit: exploring cross-cultural endorsement, leader-follower fit, and the boundary role of organizational culture

Although cross-cultural leadership research has thrived in international business literature, little attention has been devoted to understanding the effectiveness of non-western theories beyond their original contexts. The purpose of this study is to examine the cross-cultural endorsement of paternalistic leadership, an emerging non-western leadership theory, using data from GLOBE project. Using multigroup confirmatory factor analyses we found measurement equivalence of a scale derived from GLOBE’s data, which enabled us to compare the endorsement of paternalistic leadership dimensions across 10 cultural clusters and 55 societies. Our study revealed that there are significant differences in the importance societies give to each dimension, suggesting that paternalism as leadership style is not universally nor homogeneously endorsed. Furthermore, results suggest that different patterns of endorsement of each of these dimensions give rise to idiosyncratic shades of paternalistic leadership across societies. Implications for theory and future research on international business are discussed.

Percepção ambiental do patrimônio cultural: estudo de caso na Cidade Alta e Ribeira em Natal-RN

Contemporary studies have shown that the evolution of the heritage concepts is accompanied by an affirmation of the importance of social participation in recognizing heritage values and in managing cultural assets. We used the Brazilian context to emphasize the challenges for democratizing this process. This problematic is discussed based on the cases of Cidade Altaand Ribeira, neighborhoods that date from the formation of Natal-RNand have cultural assets recognized by levels of government. The study builds elements to answer the research question: what meanings and representations does the culturalheritage in the case study have for its users? The research method analyzes the representations and the meanings of the neighborhoods, firstly is based on historiographical studies, memories records of the city and on the process of heritage management. Secondly, it isbased on the field research, it is structured in environmental perception studies (areas of Environmental Psychology, Architecture and Urbanism) and has been applied with users with different bonds with the studied environment (residents, workers and visitors). The data were obtained with the multi-method which included direct observation, questionnaire survey and mentalmaps (that replicate Kevin Lynch). The analysis of result verified the research hypothesis, emphasizing aspects of the relationship between users and cultural heritage relevant to strengthening collective memory, local identity, contributing to heritage management. Among the results, the socio-environmental image obtained which emphasized a "cultural axis" linkingboth studied neighborhoods and confirms the influences of elements rein the memories records of the city and in the area s management. Identified aspects to strengthen the relationship between the users and cultural assets, such as the presence of placeswith affective ties to certain groups, as well as the need to fight off negative images (of degradation and insecurity) associated to the site and also expand the participation of the population, including residents, in policies and cultural activities. After all, recognition of value and the involvement of societycultural assets have the potential of contribute to integrate city development with heritage conservation

Indústria cultural e forró eletrônico no Rio Grande do Norte

The present study aimed to understand how and to what extent the electronic forró, currently hegemonic in the music market in the state of Rio Grande do Norte, establishes and maintains relations of domination in the social contexts in which it is produced, transmitted and received. Based, in significant form-content, on the writings of the first generation of theorists of the so-called Frankfurt School (Critical Theory), particularly with Theodor W. Adorno, and systematically using the contributions of the Cultural Studies (from the Centre for Contemporary Cultural Studies of Birmingham) and of the sociology of Pierre Bourdieu, this study aimed to perform, in the fertile intersection of these references, a critical possibility of interpretation of the electronic forró predominantly spread in the state of Rio Grande do Norte. To this end, aiming at a better apprehension of the so-called capital circuits/culture circuits , this study resulted from a qualitative investment of research, based on structured interviews with musicians, entrepreneurs of the sector and music consumers, as well as on the analysis of the themes contained in the official discography of the electronic forró band called Garota Safada (Shameless Girl). As a general empirical conclusion, it was possible to infer that far from the significant presence of domination or mere prevalence of oppositions, there is a relational pluralism of forms of domination and ways of resistances present in the production and consumption of electronic forró, regardless of gender, age, income, education or place of residence. However, the artifices of the cultural industry has been shown to be efficient: from large-scale businessmen to small producers enabled by the so-called open markets . The currentness of the concept of cultural industry is based on the idea that its products are offered systematically (the systematic insistence of everything to everyone) and on the notion that its production primarily meets the administrative criteria of control over the effects on the receiver (capacity of prescription of desires). Thus, the Adornian reflection on the pseudo-individualization leads to the inference that even in some of the most apparent ways of negotiation and/or refusal regarding the consumption of forró, certain behaviors of the cultural industry still prevail both in the very (re)interpretation of the forró and in the choice of other music genres also standardized, rationalized and massified. Therefore, despite the absence of cause-effect relation and the recognition of the popular capacity of re-elaboration and contestation of the media consumption, some world views prevailing in relation to the electronic forró establish or, at least, support some hegemonic ideologies, especially those concerning the life style, consumption and genre relations (fun by all means). Therefore, due the massification of certain songs, some ways of dissemination of values, beliefs and feelings are potentially experienced from the electronic forró. So, it is presumable that in the current advance of the process of semiformation (Halbbildung), the habitus of a part of the youth from the state of Rio Grande do Norte reinforces and is reinforced by the centrality of the trinomial fun, love and sex present in the songs, emphasized in some constructive practices of sense and in certain flows of social significance

Tradução, adaptação cultural e propriedades psicométricas da versão brasileira do Short-Form of the Mobility Assessment Tool (MAT-sf)

Objectives: to translate and assess the psychometric properties of the Brazilian short-form of the Mobility Assessment Tool (MAT-sf) in Brazilians community elderly. Methds: the 12 items MAT-sf went through the process of translation and back translation into Portuguese of the Brazil, considering the semantic and cultural adaptation. In a sample of 150 aged 65-74 years living in the community, the instrument's psychometric properties were evaluated by analysis of convergent and construct validity and test-retest reliability. The main outcomes measures used for validation included in the battery of tests of physical ability, self-repor measures of functional limitations, health, depression, cognitive and sex. The test-retest reliability of the instrument was assessed using the intra-class correlation coefficient (ICC), 40 subjects were reassessed after an interval of 14 days of assessment. Results: the concurrent validity for the MAT-sf was evidenced by significant correlations with SPPB (r = 0,53), number of functional limitations (r = -0,62) and depressive symptoms (r = -0,45). The construct validity of the instrument was measured by gradual and significant increase of the MAT-sf scores with high levels of physical performance and with positive self-reported health, also found that MAT-sf scores were statistically differents according to sex. The variation in MAT-sf scores (R2 = 0,41) was explained by SPPB, number of limitations for activities of daily life and depressive symptoms. High values for test-retest reliability was evidencend by ICC = 0,94, 95% CI = 0,90 0,97. Conclusions: the Brazilian version of the short-form of the Mobility Assessment Tool has values of validity and reliability to ensure its use in elderly populations living in communities

Imagens em narrativa: contraposição cultural e interdisciplinaridade no ensino fundamental

Com as transformações pelas quais passa o conhecimento científico na atualidade, a narrativa transformou-se em tema de relevância, quando se pesquisam questões relativas à construção de significado na experiência humana. Investigada como técnica de ensino junto a alunos de 6ª série de Botucatu, São Paulo, os quais foram confrontados com o ambiente urbano de Salvaterra, Ilha de Marajó, revelou que a força das oposições binárias, previstas teoricamente, estimula a reelaboração de conceitos prévios, revisão e resignificação de valores e de condicionamentos sociais. A narrativa como técnica de ensino propicia aprendizagem efetiva, com o espectador organizando a sequência de imagens apresentada e fazendo emergir significado de acordo com as suas experiências e estrutura cognitiva.

Patrimônio histórico-cultural: critérios para tombamento de bibliotecas pelo IPHAN

Em razão do conteúdo informacional que preservam, as bibliotecas são consideradas grandes centros de memória. Tal fato motivou uma análise das bibliotecas tombadas pelo Iphan, com os seguintes objetivos: iniciar uma reflexão sobre suas peculiaridades enquanto patrimônio histórico-cultural, conhecer as justificativas oficiais que levaram ao tombamento, e discriminar o tombamento do prédio e/ou da coleção. Detectou-se que apenas o monumento arquitetônico das bibliotecas foi o critério priorizado, e que o tombamento delas foi apenas conseqüência do tombamento do edifício que as abrigava.

Valuing damage and losses in cultural assets after a disaster: concept paper and research options

Includes bibliography

Jornalismo cultural: os valores-notícia do caderno Prosa & Verso

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Fundamentos da teoria histórico-cultural para a competência em informação no contexto escolar

Pós-graduação em Ciência da Informação - FFC

Relato e realidade nas cartas brasileiras do Padre Antônio Vieira: uma visão cognitivista e cultural

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

Patrimônio histórico-cultural: transformações e usos no Centro histórico de Itu-SP

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A construção social da personalidade de adolescentes expostos ao bullying escolar e os processos de “resiliência em-si”: uma análise histórico-cultural

Pós-graduação em Educação - FCT

Harvest managements and cultural practices in sugarcane

The presence of trash from the mechanical harvest of green cane on sugarcane plantations promotes changes in the agricultural management, for example, in the mechanical cultural practices of ratoon cane in-between the rows and nitrogen (N) fertilization. The goal of this study was to evaluate the performance of sugarcane in different harvest systems, associated to the mechanical cultural practices in interrows and N rates. The study was carried out on a sugarcane plantation in Sales Oliveira, São Paulo, Brazil, with the sugarcane variety SP81-3250, on soil classified as Acrudox, in a randomized block design with split-split plots and four replications. The main treatments consisted of harvest systems (harvesting green cane or burnt cane), the secondary treatment consisted of the mechanical cultural practices in the interrows and the tertiary treatments were N rates (0, 30, 60, 90, 120 and 160 kg ha-1), using ammonium nitrate (33 % N) as N source. The harvest systems did not differ in sugarcane yield (tons of cane per hectare - TCH), but in burnt cane, the pol percent and total sugar recovery (TSR) were higher. This could be explained by the higher quantity of plant impurities in the harvested raw material in the system without burning, which reduces the processing quality. Mechanical cultural practices in the interrows after harvest had no effect on cane yield and sugar quality, indicating that this operation can be omitted in areas with mechanical harvesting. The application of N fertilizer at rates of 88 and 144 kg ha-1 N, respectively, increased stalk height and TCH quadratically to the highest values for these variables. For the sugar yield per hectare (in pol %), N fertilization induced a linear increase.

O gênero entrevista pingue-pongue na esfera do jornalismo cultural

Pós-graduação em Linguística e Língua Portuguesa - FCLAR