COMUNICAÇÃO ESTRATÉGICA DE IES ATRAVÉS DO HANDEBOL DE ALTO RENDIMENTO

A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.

A Nitrilase-Like Protein Interacts with GCC Box DNA-Binding Proteins Involved in Ethylene and Defense Responses1

Ethylene-responsive element-binding proteins (EREBPs) of tobacco (Nicotiana tabacum L.) bind to the GCC box of many pathogenesis-related (PR) gene promoters, including osmotin (PR-5). The two GCC boxes on the osmotin promoter are known to be required, but not sufficient, for maximal ethylene responsiveness. EREBPs participate in the signal transduction pathway leading from exogenous ethylene application and pathogen infection to PR gene induction. In this study EREBP3 was used as bait in a yeast two-hybrid interaction trap with a tobacco cDNA library as prey to isolate signal transduction pathway intermediates that interact with EREBPs. One of the strongest interactors was found to encode a nitrilase-like protein (NLP). Nitrilase is an enzyme involved in auxin biosynthesis. NLP interacted with other EREBP family members, namely tobacco EREBP2 and tomato (Lycopersicon esculentum L.) Pti4/5/6. The EREBP2-EREBP3 interaction with NLP required part of the DNA-binding domain. The specificity of interaction was further confirmed by protein-binding studies in solution. We propose that the EREBP-NLP interaction serves to regulate PR gene expression by sequestration of EREBPs in the cytoplasm.

Quantificação da variação da cor de materiais restauradores utilizados em odontopediatria após pigmentação

Dissertação para obtenção do grau de Mestre no Instituto Superior de Ciências da Saúde Egas Moniz

Del ambiente y del ideal.

Mode of access: Internet.

Tratado de terapéutica general /

Mode of access: Internet.

Tratado de terapéutica general /

Mode of access: Internet.

[Consideraciones sobre la anatomía de los ganglios nerviosos] : discursos leídos ante el claustro de la Universidad de Granada en el acto solemne de la recepción del catedrático numerario doctor don Aureliano Maestre-de San Juan, el día 26 de octubre de 1860.

Contiene: Consideraciones sobre la anatomía de los ganglios nerviosos por Maestre de San Juan y contestación por Antonio Coca y Cirera.

Erosive effects of common beverages on extracted premolar teeth

Background: Dental erosion is highly prevalent today, and acidic drinks are thought to be an important cause. The aim of the present investigation was to determine the erosive potential of a range of common beverages on extracted human teeth. Methods: The beverages were tested for their individual pHs using a pH meter. The clinical effects of the most erosive beverages were determined by the degree of etching and Vickers microhardness of enamel. Results: The results showed that many common beverages have pHs sufficiently low to cause enamel erosion. Lime juice concentrate (pH 2.1) had the lowest pH, followed by Coca-cola and Pepsi (both with pH 2.3) and Lucozade (pH 2.5). The erosive potential of these beverages was demonstrated by the deep etching of the enamel after five minutes. The Vickers Hardness of enamel was reduced by about 50 per cent is the case of lime juice (p < 0.001) and 24 per cent in the case of Coca-cola (p < 0.004). Addition of saliva to 50 per cent (v/v) of Coca-cola completely reversed the erosive effects on the enamel. Conclusion: Although only a few of the beverages with the lowest pHs were tested, the present study showed that the most acidic drinks had the greatest erosive effects on enamel. While saliva was protective against erosion, relatively large volumes were required to neutralize the acidity.

Indigenous Movements, Democracy, and U.S. Interests in Latin America

Indigenous movements have become increasingly powerful in the last couple of decades and they are now important political actors in some South American countries, such as Bolivia, Ecuador, and, to a lesser extent, Peru and Chile. The rise of indigenous movements has provoked concern among U.S. policymakers and other observers who have feared that these movements will exacerbate ethnic polarization, undermine democracy, and jeopardize U.S. interests in the region. This paper argues that concern over the rise of indigenous movements is greatly exaggerated. It maintains that the rise of indigenous movements has not brought about a market increase in ethnic polarization in the region because most indigenous organizations have been ethnically inclusive and have eschewed violence. Although the indigenous movements have at times demonstrated a lack of regard for democratic institutions and procedures, they have also helped deepen democracy in the Andean region by promoting greater political inclusion and participation and by aggressively combating ethnic discrimination and inequality. Finally, this study suggests that the indigenous population has opposed some U.S. –sponsored initiatives, such as coca eradication and market reform, for legitimate reasons. Such policies have had some negative environmental, cultural, and economic consequences for indigenous people, which U.S. policymakers should try to address. The conclusion provides some specific policy recommendations on how to go about this.

Democratization, stabilization and social movements : the Bolivian case

In this thesis I assessed the state responses to social movements and in turn the impact of these movements on state policy within the context of the democratization occurring in Bolivia. The democratization process is affected by the conflict between political and economic goals. Politically the governments are faced with the demands from social groups. At the same time, the Bolivian government faces an economic crisis which requires stabilization, impairing the same individuals needed for legitimacy and political support. Two cases which depicted the key issues of this thesis are: the indigenous groups in the Bolivian Beni region and the coca growers, mainly of the Chapare area in the Cochabamba department of Bolivia. To achieve support and legitimacy, the new civilian administrations had no choice but to listen to the requests of the social mobilizations. Because of the economic crisis, conflicting domestic pressures and international influence, however, the government could not accede to all their demands.

Matizes de cultura de massa na obra de Caio Fernando Abreu

The Brazilian writer, Caio Fernando Abreu, was strongly influenced by a period of changes in social values and perspectives. When he enters the Brazilian literary scene using a writing style free from form and content, he applies in his works all the affliction of the contemporary values. His work embodies all the spirit of a generation that, despite its anxiety for freedom, was still suffocated by the military dictatorship period. Abreu’s narrative also reveals an author with an extreme ability to shift between the erudite and the popular. In his short stories, he develops a performative language mingled by references that turns his text into a sort of Pop Art iconography. Just like Pop Art paintings, full of Coke images, cigarettes, tooth paste and food cans, Abreu’s literary discourse is painted by many symbolical references to modern consumerism, as well as to movies, music and to pop stars. This trace in the writer’s works exerts a great deal of attractiveness on the contemporary reader. In this work, we attempt to analyze this resource in Abreu’s literature under the concepts of cultural studies; thus, we aim at analyzing the various forms of the mass culture expression inside Abreu’s literature, recognizing his allusions as a stylish resource in his writings and highlighting its relevance in the study of the author work. In order to do so, we are based essentially on the reflections of theoreticians: Lipovetsky (1996) and Adorno (2011) who debate the culture and social formation in contemporaneity.

A Market Study of Organic and Fair Trade Coffee in Bolivia

The purpose of this research is to study the commercialization of Fairtrade and Organic coffee in the Bolivia. Fairtrade and Organic coffee are alternative trade systems designed to promote the equitable and environmentally sustainable production of coffee. However, these alternative trading systems often fail to meet these goals. The producers and environment these systems are intended to protect remain marginalized. These failures are due to a number of local institutions. In order to better understand these institutions, this research conducted interviews of various stakeholders including producers, cooperative leaders, organic/Fair Trade certifiers, government agencies and private buyers. All these stakeholders influence the success of the alternative trade systems. By better understanding how these stakeholders impact the commercialization of coffee in Bolivia; new policies can be develop to improve the outcomes of alternative trade, to benefit both producers and the environment. This is especially critical in Bolivia because of the environmentally sensitive area in which coffee is grown, the potentially damaging impact of coca on the region and, the devastating economic impact to farmers.

Forest typology of broadleaf forests from Sierra Maestra, Eastern Cuba

A phytosociological study of the forests from Sierra Maestra is conducted, following the methodology of the Zurich- Montpelier School. They are transformed into a forest typology using the standards of the Institute of Agro-Forestry Research. In general, 35 types and/or subtypes are presented. From this group, the most abundant ones belong to semi-deciduous microphyll forest, followed by those from mangroves and mountain rainforest, respectively. Silvicultural treatments are needed; among them, the protection forests are those found above 800 m asl and mangroves. 

Antropología de la Conservación en España. Balance y perspectivas

En este artículo presentamos un balance de la Antropología de la Conservación en el Estado español. Durante las últimas décadas, la protección de los espacios naturales ha aumentado de una manera exponencial en todo el mundo. A la vez que se extendía esta patrimonialización de la naturaleza, los trabajos etnográficos sobre las áreas protegidas han ido ganando terreno dentro de la disciplina y, en particular, en el campo de la Antropología Ambiental. La mencionada bibliografía ha puesto de relieve los múltiples aspectos derivados de las nuevas políticas territoriales de regulación, apropiación y mercantilización de la ‘naturaleza’. En este trabajo realizamos una revisión exhaustiva de la producción generada a raíz de este interés por las áreas protegidas en nuestro país subrayando sus principales aportaciones, características y debilidades. De este modo pretendemos reflexionar acerca de su continuidad, con el fin de evitar la mera reiteración y favorecer el avance en sus resultados.