A COMUNICAÇÃO NO MERCADO DO IMATERIAL: Tensões e distensões da produção simbólica em uma era pós-material

A tese é constituída por duas etapas complementares, a teórica e a empírica, essenciais para que os seguintes objetivos propostos sejam devidamente cumpridos. 1) confirmar uma mudança da práxis publicitária na qual elementos materiais e funcionais passam a ser minimizados e elementos imateriais e intangíveis evidenciados. 2) investigar de forma objetiva e comparativa o conteúdo do corpus e demonstrar quais temáticas prevalecem em diferentes períodos sociais, pontuando sua natureza tangível e intangível. 3) Apresentar e delinear o Mercado do Imaterial , o esboço de um novo modelo de segmentação de mercado que tem a imaterialidade como base. O aprofundamento teórico-conceitual alicerçado nos Estudos Culturais e em autores que discorrem sobre a pós-modernidade e suas relações de consumo é ponto de partida desta pesquisa e só por meio dele chegamos às premissas que dão origem às duas hipóteses, extremamente interligadas, que sustentam esta tese. A pesquisa empírica utiliza como procedimento metodológico a análise de conteúdo quantitativa do corpus, composto por vídeos publicitários criteriosamente definidos. Por meio do trajeto analítico e teórico, é possível concluir que estamos em um período pós-material regido pelo intangível, o que modifica a comunicação de mercado.

"Mídia, Cultura e Desenvolvimento: Estudo Comparado de Revistas Regionais"

Historicamente tido como nacional, o meio revista está sendo regionalmente reinventado. Seus moldes tradicionais passam por uma readaptação e os esquematismos dominantes na produção jornalística já não são homogêneos. Há um movimento setorial à procura de um novo mercado, incrustado nas especificidades regionais e no desenvolvimento socioeconômico que está vicejando num cotidiano desconhecido pela chamada grande imprensa. O mercado de revistas no Brasil cresce consecutivamente e de forma organizada há anos. Embora não haja registros nas fontes de autoridade, as revistas regionais e as tiragens têm se multiplicado velozmente, contrariando os revezes econômico-financeiros sentidos por outros setores da indústria cultural. Este fenômeno é o objetivo desta pesquisa: mapear a nova geografia do meio revista nas cinco macrorregiões brasileiras para entender como as identidades regionais são processadas em favor da comunicação com públicos específicos, característica que está na essência da revista. Métodos mistos de pesquisa qualitativa e quantitativa traçam o caminho da justaposição necessária para descrever este surto de publicações regionais. Estudo de casos múltiplos e análise de conteúdo envolvendo cinco revistas de cada uma das regiões políticoadministrativas, descrevem e discutem as tendências da segmentação no mercado editorial além do eixo Rio-São Paulo. Como resultado desta investigação, chega-se às seguintes conclusões: a consolidação de um novo campo jornalístico regional, profissionalizado, competente e criativo, distante do amadorismo, do bairrismo e da mimetização simplista; os mais expressivos veículos de cada uma das cinco macro-regiões infra-nacionais, segundo o construto metodológico criado para esta pesquisa, trabalham as relações, modos e demandas de produção simbólica sem artificialismos; as identidades regionais instituídas estão intimamente ligadas às regiões de influência e as redes urbanas; o retrato do estilo de vida urbano estampado nas revistas do corpus reforça tanto o poder desta como veículo de comunicação, como retroalimenta os sotaques regionais nos níveis sociais onde são produzidas e digeridas.(AU)

TV REGIONAL NO VALE DO PARAÍBA - SP: expansão, aspectos da audiência e modos de inserção local

Investigação sobre a regionalização das redes de comunicação, em especial a televisão, fenômeno que representa uma realidade de segmentação da comunicação massiva. Objetiva-se analisar e classificar as emissoras regionais de televisão com relação aos seus modos de inserção local, observando-se suas especificidades, programação, estratégias de comunicação e ações de conquista de identidade com a comunidade onde estão inseridas, além de tentar compreender como se deu a expansão da televisão nessa região, desde a implantação da primeira emissora, em 1988, na cidade de São José dos Campos SP. Tomando-se como recorte de estudo, as emissoras de televisão regional de sinal aberto no Vale do Paraíba, estado de São Paulo, foram realizadas entrevistas semi-abertas com profissionais das áreas comercial e de programação das mesmas e aplicados questionários junto a uma amostra da população do Vale do Paraíba que representa os telespectadores potenciais da área de cobertura dessas emissoras, a fim de se identificar a percepção que o público receptor tem a respeito da presença e atuação das televisões locais. Conclui-se que os diferentes modos de inserção local das emissoras influem diretamente na relação de identidade das mesmas com os telespectadores da região.(AU)

Formulações e algoritmos para o problema das p-medianas heterogêneo livre de penalidade

This work presents a new model for the Heterogeneous p-median Problem (HPM), proposed to recover the hidden category structures present in the data provided by a sorting task procedure, a popular approach to understand heterogeneous individual’s perception of products and brands. This new model is named as the Penalty-free Heterogeneous p-median Problem (PFHPM), a single-objective version of the original problem, the HPM. The main parameter in the HPM is also eliminated, the penalty factor. It is responsible for the weighting of the objective function terms. The adjusting of this parameter controls the way that the model recovers the hidden category structures present in data, and depends on a broad knowledge of the problem. Additionally, two complementary formulations for the PFHPM are shown, both mixed integer linear programming problems. From these additional formulations lower-bounds were obtained for the PFHPM. These values were used to validate a specialized Variable Neighborhood Search (VNS) algorithm, proposed to solve the PFHPM. This algorithm provided good quality solutions for the PFHPM, solving artificial generated instances from a Monte Carlo Simulation and real data instances, even with limited computational resources. Statistical analyses presented in this work suggest that the new algorithm and model, the PFHPM, can recover more accurately the original category structures related to heterogeneous individual’s perceptions than the original model and algorithm, the HPM. Finally, an illustrative application of the PFHPM is presented, as well as some insights about some new possibilities for it, extending the new model to fuzzy environments

Contribuições de modelagem de equações estruturais na análise de dados em modelos comportamentais de destino turístico

A fragilidade brasileira quanto à competitividade turística é um fato observável nos dados da Organização Mundial do Turismo. O Brasil caiu em 2011, da 45ª para a 52ª posição, apesar de liderar no atributo recursos naturais e estar colocado na 23° em recursos culturais. Assim, grandes interesses e esforços têm sido direcionados para o estudo da competitividade dos produtos e destinos turísticos. O destino turístico é caracterizado por um conjunto complexo e articulado de fatores tangíveis e intangíveis, apresentando alta complexidade, dados de elevada dimensionalidade, não linearidade e comportamento dinâmico, tornando-se difícil a modelagem desses processos por meio de abordagens baseadas em técnicas estatísticas clássicas. Esta tese investigou modelos de equações estruturais e seus algoritmos, aplicados nesta área, analisando o ciclo completo de análise de dados, em um processo confirmatório no desenvolvimento e avaliação de um modelo holístico da satisfação do turista; na validação da estrutura do modelo de medida e do modelo estrutural, por meio de testes de invariância de múltiplos grupos; na análise comparativa dos métodos de estimação MLE, GLS e ULS para a modelagem da satisfação e na realização de segmentação de mercado no setor de destino turístico utilizando mapas auto-organizáveis de Kohonen e sua validação com modelagem de equações estruturais. Aplicações foram feitas em análises de dados no setor de turismo, principal indústria de serviços do Estado do Rio Grande do Norte, tendo sido, teoricamente desenvolvidos e testados empiricamente, modelos de equações estruturais em padrões comportamentais de destino turístico. Os resultados do estudo empírico se basearam em pesquisas com a técnica de amostragem aleatória sistemática, efetuadas em Natal-RN, entre Janeiro e Março de 2013 e forneceram evidências sustentáveis de que o modelo teórico proposto é satisfatório, com elevada capacidade explicativa e preditiva, sendo a satisfação o antecedente mais importante da lealdade no destino. Além disso, a satisfação é mediadora entre a geração da motivação da viagem e a lealdade do destino e que os turistas buscam primeiro à satisfação com a qualidade dos serviços de turismo e, posteriormente, com os aspectos que influenciam a lealdade. Contribuições acadêmicas e gerenciais são mostradas e sugestões de estudo são dadas para trabalhos futuros.

Sistema de contagem com morfologia matemática fuzzy

Mathematical Morphology presents a systematic approach to extract geometric features of binary images, using morphological operators that transform the original image into another by means of a third image called structuring element and came out in 1960 by researchers Jean Serra and George Matheron. Fuzzy mathematical morphology extends the operators towards grayscale and color images and was initially proposed by Goetherian using fuzzy logic. Using this approach it is possible to make a study of fuzzy connectives, which allows some scope for analysis for the construction of morphological operators and their applicability in image processing. In this paper, we propose the development of morphological operators fuzzy using the R-implications for aid and improve image processing, and then to build a system with these operators to count the spores mycorrhizal fungi and red blood cells. It was used as the hypothetical-deductive methodologies for the part formal and incremental-iterative for the experimental part. These operators were applied in digital and microscopic images. The conjunctions and implications of fuzzy morphology mathematical reasoning will be used in order to choose the best adjunction to be applied depending on the problem being approached, i.e., we will use automorphisms on the implications and observe their influence on segmenting images and then on their processing. In order to validate the developed system, it was applied to counting problems in microscopic images, extending to pathological images. It was noted that for the computation of spores the best operator was the erosion of Gödel. It developed three groups of morphological operators fuzzy, Lukasiewicz, And Godel Goguen that can have a variety applications

Contribuições ao estudo de modelagem de equações estruturais na avaliação da satisfação do cliente de serviços de comunicações móveis

No mercado de telecomunicações as transformações tecnológicas das últimas décadas aliaram-se a um cenário formado por empresas de alta tecnologia que caracterizam o setor de comunicações móveis pessoais em todo mundo. Neste contexto, as empresas deste setor preocupam-se cada vez mais com a competitividade, oferta de serviços, área de atendimento, demanda reprimida e a lealdade do cliente. Estudos de comportamento do consumidor pesquisam a satisfação e lealdade de clientes como fatores básicos para relações bem sucedidas e duradouras com as empresas. A complexidade das relações entre variáveis na avaliação da satisfação do cliente em comunicações móveis pode ser adequadamente pesquisada com a utilização de métodos estatísticos multivariados. Essa tese analisou as relações causais envolvendo os antecedentes e consequentes associados à satisfação do cliente, no segmento de comunicações móveis, bem como desenvolveu e validou um modelo comportamental do cliente no uso deste serviço, buscando explicar as relações entre os construtos envolvidos: satisfação, qualidade dos serviços, valor percebido, imagem da marca, lealdade e reclamação. Foi estabelecida uma ampla base teórica para avaliar a importância estratégica do modelo que relaciona a influência na satisfação do serviço com as percepções dos clientes e avaliada a precisão deste modelo, por meio de uma análise comparativa a utilização de três métodos de estimação dos seus parâmetros, MLE, GLS, e ULS, com o emprego de modelagem de equações estruturais. Foram feitas aplicações em análises de dados, sendo testada e avaliada empiricamente, a influência do gênero na satisfação do cliente deste setor, além de uma segmentação de mercado utilizando mapas auto-organizáveis e a correspondente validação deste processo, com modelagem de equações estruturais.Os resultados do estudo empírico produziram uma boa qualidade de ajustamento para o modelo teórico proposto, com evidências do estabelecimento de uma adequada capacidade explicativa e preditiva, destacando-se a relevância da relação causal entre a satisfação e lealdade, em consonância com diversos estudos realizados para os mercados de comunicações móveis.

Análise computacional de imagens de lâminas delgadas na predição dos parâmetros hidráulicos porosidade e condutividade hidráulica do aquífero Barreiras-RN

The understanding of the occurrence and flow of groundwater in the subsurface is of fundamental importance in the exploitation of water, just like knowledge of all associated hydrogeological context. These factors are primarily controlled by geometry of a certain pore system, given the nature of sedimentary aquifers. Thus, the microstructural characterization, as the interconnectivity of the system, it is essential to know the macro properties porosity and permeability of reservoir rock, in which can be done on a statistical characterization by twodimensional analysis. The latter is being held on a computing platform, using image thin sections of reservoir rock, allowing the prediction of the properties effective porosity and hydraulic conductivity. For Barreiras Aquifer to obtain such parameters derived primarily from the interpretation of tests of aquifers, a practice that usually involves a fairly complex logistics in terms of equipment and personnel required in addition to high cost of operation. Thus, the analysis and digital image processing is presented as an alternative tool for the characterization of hydraulic parameters, showing up as a practical and inexpensive method. This methodology is based on a flowchart work involving sampling, preparation of thin sections and their respective images, segmentation and geometric characterization, three-dimensional reconstruction and flow simulation. In this research, computational image analysis of thin sections of rocks has shown that aquifer storage coefficients ranging from 0,035 to 0,12 with an average of 0,076, while its hydrogeological substrate (associated with the top of the carbonate sequence outcropping not region) presents effective porosities of the order of 2%. For the transport regime, it is evidenced that the methodology presents results below of those found in the bibliographic data relating to hydraulic conductivity, mean values of 1,04 x10-6 m/s, with fluctuations between 2,94 x10-6 m/s and 3,61x10-8 m/s, probably due to the larger scale study and the heterogeneity of the medium studied.

Autonomic hardware manager: uma arquitetura de hardware autonômico usando a solução de repositório ativo de componentes

This Thesis main objective is to implement a supporting architecture to Autonomic Hardware systems, capable of manage the hardware running in reconfigurable devices. The proposed architecture implements manipulation, generation and communication functionalities, using the Context Oriented Active Repository approach. The solution consists in a Hardware-Software based architecture called "Autonomic Hardware Manager (AHM)" that contains an Active Repository of Hardware Components. Using the repository the architecture will be able to manage the connected systems at run time allowing the implementation of autonomic features such as self-management, self-optimization, self-description and self-configuration. The proposed architecture also contains a meta-model that allows the representation of the Operating Context for hardware systems. This meta-model will be used as basis to the context sensing modules, that are needed in the Active Repository architecture. In order to demonstrate the proposed architecture functionalities, experiments were proposed and implemented in order to proof the Thesis hypothesis and achieved objectives. Three experiments were planned and implemented: the Hardware Reconfigurable Filter, that consists of an application that implements Digital Filters using reconfigurable hardware; the Autonomic Image Segmentation Filter, that shows the project and implementation of an image processing autonomic application; finally, the Autonomic Autopilot application that consist of an auto pilot to unmanned aerial vehicles. In this work, the applications architectures were organized in modules, according their functionalities. Some modules were implemented using HDL and synthesized in hardware. Other modules were implemented kept in software. After that, applications were integrated to the AHM to allow their adaptation to different Operating Context, making them autonomic.

Qualidade dos serviços hoteleiros: percepções dos turistas de negócios de Teresina-PI

Business tourism is one of tourist segments with different market characteristics in relation to others segmentations, such as low seasonality, there is no requirement of natural attractions, it serves as destination projection and it generates profitable larger numbers. Due to the context around business travels, the hotel so many times has a fundamental whole among the elements of the production chain in this segmentation. Business tourism in Teresina is the primary segmentation of the capital, since it represents almost 70% of hotel demand; hence this research has as objective to evaluate through the perceptions of business travelers, the level of quality services of hotels of Teresina. The research is exploratory and descriptive, of functionalist character. This study is characterized by qualitative and quantitative research, supported by a basis of methodological pluralism. For primary data collection was performed applying a suitable research instrument of SERVPERF model (Service Performance). The universe of this study were Teresina's accommodations, restricted to only those that fit in hotel category and it was inside metropolitan area of Teresina. The study subjects were business travelers who were hosted in these hotels. For the analysis, it was considered certain factors: descriptive analysis, factor analysis, correlation matrix analysis of the variables; It was still compiling a graphic of lexicons obtained in the survey about respondent's the notion of quality of vision in the hotel service; Finally, qualitative analysis was based on the theories of marketing, targeting and quality of tourism services applied. The results show that the Teresina hotel service is on a regular average, especially for Reliability and Safety dimensions were highlighted. Whereas, the factor analysis showed the emergence of two factors to explain "Empathy" dimension, one of this is about the organization and the other one is about consumer. And by Lexicometria was possible to observe the importance to the customer of other variables such as: personal aspects, price and location for this tour segmentation.

LCD-OpenPACS: sistema integrado de telerradiologia com auxílio ao diagnóstico de nódulos pulmonares em exames de tomografia computadorizada

Lung cancer is one of the most common types of cancer and has the highest mortality rate. Patient survival is highly correlated with early detection. Computed Tomography technology services the early detection of lung cancer tremendously by offering aminimally invasive medical diagnostic tool. However, the large amount of data per examination makes the interpretation difficult. This leads to omission of nodules by human radiologist. This thesis presents a development of a computer-aided diagnosis system (CADe) tool for the detection of lung nodules in Computed Tomography study. The system, called LCD-OpenPACS (Lung Cancer Detection - OpenPACS) should be integrated into the OpenPACS system and have all the requirements for use in the workflow of health facilities belonging to the SUS (Brazilian health system). The LCD-OpenPACS made use of image processing techniques (Region Growing and Watershed), feature extraction (Histogram of Gradient Oriented), dimensionality reduction (Principal Component Analysis) and classifier (Support Vector Machine). System was tested on 220 cases, totaling 296 pulmonary nodules, with sensitivity of 94.4% and 7.04 false positives per case. The total time for processing was approximately 10 minutes per case. The system has detected pulmonary nodules (solitary, juxtavascular, ground-glass opacity and juxtapleural) between 3 mm and 30 mm.

Diagnóstico e tratamento do TDA/H: investigação dos critérios utilizados por diferentes categorias profissionais da cidade de Natal-RN

TDA/H is usually considered among the most frequent psychological malfunctions in both childhood and adolescence. It covers a complex combination of neurocognitive deficits leading to developmental troubles linked to attention failure, hyperactivity and impulsivity. On the other hand, diagnosis of TDA/H is frequently a hard task, since sociocultural aspects concerning the evaluation of symptoms lead to some etiologic vagueness. Additionally, the large extent of evaluation tools, together with the diversity of therapeutic approaches referred by specialized literature justify the interest of investigating the diverse ways of diagnosing and treating TDA/H by medical doctors, psychologists and psycho-pedagogues developing professional activities in Natal-RN (Brazil) in the assistance of children and teenagers with TDA/H diagnosis hypothesis. A sample of thirty-four professionals participated in this study in a convenience-basis, and submitted to a semi-directed interview. Information from this procedure was analyzed, categorized and submitted to a multidimensional descriptive analysis (cluster analysis procedure), allowing to verify the partition of the sample in two groups: Group 1, basically composed by medical professionals, and Group 2, composed by psychologists and psycho-pedagogues. The categorized variable “Number of sessions” – average time used for arriving to a diagnosis – was the partition-variable showing the larger amount of statistical contribution for the partition, followed by the variables “Professional formation” and “Use of diagnostic tools”. Variables such “Comorbidity”, “TDA/H Definition” and Modalities of Intervention” also showed contribution to the partition obtained, even though their lesser amount of statistical contribution. Despite some similarity between these two groups, data allowed to demonstrate specific association between academic source-formation of the professional concerned and diagnosis and intervention modalities shown by these professionals when dealing with TDA/H. These data confirm relevant heterogeneity in dealing with TDA/H due to professional formation of professionals involved in diagnosis and treatment tasks.

Diagnóstico e tratamento do TDA/H: investigação dos critérios utilizados por diferentes categorias profissionais da cidade de Natal-RN

TDA/H is usually considered among the most frequent psychological malfunctions in both childhood and adolescence. It covers a complex combination of neurocognitive deficits leading to developmental troubles linked to attention failure, hyperactivity and impulsivity. On the other hand, diagnosis of TDA/H is frequently a hard task, since sociocultural aspects concerning the evaluation of symptoms lead to some etiologic vagueness. Additionally, the large extent of evaluation tools, together with the diversity of therapeutic approaches referred by specialized literature justify the interest of investigating the diverse ways of diagnosing and treating TDA/H by medical doctors, psychologists and psycho-pedagogues developing professional activities in Natal-RN (Brazil) in the assistance of children and teenagers with TDA/H diagnosis hypothesis. A sample of thirty-four professionals participated in this study in a convenience-basis, and submitted to a semi-directed interview. Information from this procedure was analyzed, categorized and submitted to a multidimensional descriptive analysis (cluster analysis procedure), allowing to verify the partition of the sample in two groups: Group 1, basically composed by medical professionals, and Group 2, composed by psychologists and psycho-pedagogues. The categorized variable “Number of sessions” – average time used for arriving to a diagnosis – was the partition-variable showing the larger amount of statistical contribution for the partition, followed by the variables “Professional formation” and “Use of diagnostic tools”. Variables such “Comorbidity”, “TDA/H Definition” and Modalities of Intervention” also showed contribution to the partition obtained, even though their lesser amount of statistical contribution. Despite some similarity between these two groups, data allowed to demonstrate specific association between academic source-formation of the professional concerned and diagnosis and intervention modalities shown by these professionals when dealing with TDA/H. These data confirm relevant heterogeneity in dealing with TDA/H due to professional formation of professionals involved in diagnosis and treatment tasks.

Sistema inteligente para o processamento de imagens digitais intrabucais oclusais

Several are the areas in which digital images are used in solving day-to-day problems. In medicine the use of computer systems have improved the diagnosis and medical interpretations. In dentistry it’s not different, increasingly procedures assisted by computers have support dentists in their tasks. Set in this context, an area of dentistry known as public oral health is responsible for diagnosis and oral health treatment of a population. To this end, oral visual inspections are held in order to obtain oral health status information of a given population. From this collection of information, also known as epidemiological survey, the dentist can plan and evaluate taken actions for the different problems identified. This procedure has limiting factors, such as a limited number of qualified professionals to perform these tasks, different diagnoses interpretations among other factors. Given this context came the ideia of using intelligent systems techniques in supporting carrying out these tasks. Thus, it was proposed in this paper the development of an intelligent system able to segment, count and classify teeth from occlusal intraoral digital photographic images. The proposed system makes combined use of machine learning techniques and digital image processing. We first carried out a color-based segmentation on regions of interest, teeth and non teeth, in the images through the use of Support Vector Machine. After identifying these regions were used techniques based on morphological operators such as erosion and transformed watershed for counting and detecting the boundaries of the teeth, respectively. With the border detection of teeth was possible to calculate the Fourier descriptors for their shape and the position descriptors. Then the teeth were classified according to their types through the use of the SVM from the method one-against-all used in multiclass problem. The multiclass classification problem has been approached in two different ways. In the first approach we have considered three class types: molar, premolar and non teeth, while the second approach were considered five class types: molar, premolar, canine, incisor and non teeth. The system presented a satisfactory performance in the segmenting, counting and classification of teeth present in the images.

Sistema inteligente para o processamento de imagens digitais intrabucais oclusais

Several are the areas in which digital images are used in solving day-to-day problems. In medicine the use of computer systems have improved the diagnosis and medical interpretations. In dentistry it’s not different, increasingly procedures assisted by computers have support dentists in their tasks. Set in this context, an area of dentistry known as public oral health is responsible for diagnosis and oral health treatment of a population. To this end, oral visual inspections are held in order to obtain oral health status information of a given population. From this collection of information, also known as epidemiological survey, the dentist can plan and evaluate taken actions for the different problems identified. This procedure has limiting factors, such as a limited number of qualified professionals to perform these tasks, different diagnoses interpretations among other factors. Given this context came the ideia of using intelligent systems techniques in supporting carrying out these tasks. Thus, it was proposed in this paper the development of an intelligent system able to segment, count and classify teeth from occlusal intraoral digital photographic images. The proposed system makes combined use of machine learning techniques and digital image processing. We first carried out a color-based segmentation on regions of interest, teeth and non teeth, in the images through the use of Support Vector Machine. After identifying these regions were used techniques based on morphological operators such as erosion and transformed watershed for counting and detecting the boundaries of the teeth, respectively. With the border detection of teeth was possible to calculate the Fourier descriptors for their shape and the position descriptors. Then the teeth were classified according to their types through the use of the SVM from the method one-against-all used in multiclass problem. The multiclass classification problem has been approached in two different ways. In the first approach we have considered three class types: molar, premolar and non teeth, while the second approach were considered five class types: molar, premolar, canine, incisor and non teeth. The system presented a satisfactory performance in the segmenting, counting and classification of teeth present in the images.