Inclusão social e atividades culturais: o Centro Cultural Banco do Brasil no Rio de Janeiro

The aim of this study is to look into the benefits provided to social inclusion by cultural activities carried out in a cultural place with great seriousness at Rio de Janeiro. To accomplish that, the author attempt to deepen into the social exclusion/inclusion in brazilian urban context, spotlighting the historic reality of the urban process of the city. Afterwards, by means of a quality research, document files from the cultural spot were consulted and looked into the view of customers, trustees and managers. For customers were applied questionnaires with open and close questions, with trustees and managers were made interviews, and also a documentary research with opinions available in mass media. This study fits into public politics, cultural and institutional marketing, for presenting examples of how cultural activities are essential tools for completely social inclusion of people in community, demonstrating that often marketing enterprises in culture area can result in benefits for society, even no being these their main purposes.

Um desafio para a regulação do mercado de assistência à saúde no Brasil: a escolha do consumidor de planos de saúde

The objective of this dissertation is to discover and to analyze the way how the consumer uses his/her perception to decide contracting a health plan, to supply elements that can serve to subsidize the State, the market and the consumers, in relation to the knowledge on the process of choice of the consumer and the decisions of purchase and contracting services of private health. The estimated one is to evidence that the brand of health plan is an important variable and decisive to the consumer contracting the service of a company that operates in these sector, because mean for the consumer security about the product, through the symbolism that the same one represents, despite the consumer not knowing to the certainty what is contracting in quality and amount. The theoretical construction is carried through using literature of anthropology of the consumption, theory of modernity, theory of the regulation, economic utilitarism, and marketing. Moreover, referential specific theoretician on the regulation of the market of health plans in Brazil. The health plan market in Brazil is anti-symmetrical and the consumer doesn¿t have knowledge technician who makes possible it to form judgment and to carry through rationality choices. Than the consumer uses to his/her decision symbolic elements that are available to his/her and supply to his/her the security that is look likes in the consumption of this kind of good. These symbolic elements related the confidence and security and are into the strong brands of the companies and are transmitted to the consumer through the mass media. In this dissertation are used as sources of data some information of the regulatory agency of the sector ¿ ANS -, a research of public opinion with health plans users and the results of the application of proper questionnaires for this research.

Os meios de comunicação de massa como aparelhos de hegemonia

Nas sociedades fundadas no modo de produção capitalista, os meios de comunicação de massa exercem funções políticas e econômicas fundamentais, atuando no sentido de inculcar a ideologia que dá sustentação a esse modelo econômico. A compreensão crítica de tais funções, pode ser obtida tomando-se como referência a teoria de Antonio Gramsci que situa, com precisão, através de seus conceitos de homem, ideologia, Estado, hegemonia, cultura e relações pedagógicas, a importância política dos meios de comunicação de massa, entendidos como aparelhos de hegemonia do Estado. No contexto específico da América Latina, os meios de comunicação de massa assumem dupla importância na medida em que suas práticas hegemônicas atendem, concomitantemente, aos interesses do capitalismo internacional - sobretudo aos dos Estados Unidos - e aos interesses das classes dominantes de cada um dos países deste continente, envolvidos em alianças político-econômicas, com as nações que detêm a hegemonia internacional. De acordo com essa perspectiva, podemos compreender o significado político do processo de implantação e desenvolvimento dos meios de comunicação, sobretudo da televisão, no Brasil e explicitar o sentido dessa prática hegemônica que assumiu papel de maior relevância após o golpe militar de 1964, quando a ideologia da Segurança Nacional encontrou, na comunicação de massa, difusora dos produtos da indústria cul tural, o canal mais adequado para desenvolver sua estratégia de atuação, denominada ação psicológica, objetivando consuiltar a anuência da totalidade social ao regime político que, então, se instalou no país. O caso específico da Rede Globo de Televisão, se constitui num dos mais tontundentes exemplos da concretização desta prática e pode, quando analisado, elucidar, através de fatos concretos, os mecanismos hegemônicos internacionais e nacionais que se encontram presentes desde o histôrico da implantação da referida emissora em nível de rede nacional, até os processos diários de produção de programas como o Jornal Nacional e o Fantástico - o Show da Vida. Esta análise, entretanto, não pode deixar de ressaltar que o processo de inculcação ideológica encontra diversos obstáculos a seu êxito integral junto às classes subalternas, que não podem ser compreendidas como meras receptoras passivas das mensagens produzidas pela classe dominante. Os mecanismos de resistência dessas classes existem e, embora não sejam, ainda, suficientemente conhecidos, não podem deixar de ser considerados quando o que se pretende é compreender o real significado das funções e do alcance dos meios de comunicação na sociedade.

Crianças, jovens e literatura: produto de pesquisa patrocinada pelo INEP-INL/FNLIJ

A impressão que se tem é de que o hábito de leitura está Desaparecendo. O próprio McLuhan, no entanto, afirma que "os valores associados à palavra escrita e impressa devem constituir uma parte permanente da herança humana". Mais importante do que discutir sobre o desaparecimento ou a transformação do livro é investigar o que está ocorrendo, nesta sociedade em mudança, com as novas gerações, em relação à leitura em geral e às obras literárias em especial. O problema pesquisado foi expresso na seguinte pergunta: "Quais os comportamentos apresentados pelos alunos do ensino de 1º. grau do Município do Rio de Janeiro no que se refere à leitura de obras literárias infantis e juvenis"? Para responder à questão, procedeu-se à caracterização: dos alunos quanto à leitura; dos ambientes doméstico e escolar no que se referia a incentivo à leitura; das oportunidades de acesso ao livro oferecidas pelas bibliotecas livrarias. A metodologia adotada foi elaborada especialmente para o estudo e pode ser sujeita a controvérsias. Os alunos demonstraram estar lendo obras literárias infanto-juvenis em quantidade insuficiente, apresentando os quadrinhos o maior índice de consumo. Pareciam encontrar-se em estágios de leitura defasados em relação às etapas de desenvolvimento em que provavelmente se encontravam. Presume-se que sofreram influência poderosa dos meios de comunicação de massa. Os ambientes doméstico e escolar, em maioria, não pareceram oferecer as condições desejáveis de estímulo à leitura. As bibliotecas eram em número demasiado insuficiente para atender à clientela real e potencial existente. Nas livrarias, geralmente, não se notou preocupação maior com o atendimento a crianças e jovens. Constatou-se relacionamento entre a formação de hábitos de leitura/interesse em ler dos alunos e: (a) características do lar e da escola; (b) oportunidades de acesso ao livro. Pareceu identificar-se uma situação de depreciação da literatura escrita a par de crescente penetração dos "mass-media”, supondo-se representar tendência universal, decorrente do atual estágio cultural da humanidade. Apresentam-se sugestões (devidamente operacionalizadas), que representam meios atenuantes das deficiências identificadas e subsídios à política do livro, visando ao desenvolvimento de uma programação integrada de incentivo à leitura infanto-juvenil, a níveis de consumo, produção e difusão de obras.

Micarande: festa do povo?

Contemporary politics have assumed new configurations both in the way they are carried out and in the content publicized. Nevertheless, some practices are unchanged since antiquity. But the advent of the media and its circumstantial molding of current society have forced politics to make some changes to adapt both to mass media and to the new social practices in liberal democracy. Given that fact, this study tried to demonstrate how power has become personalized in Campina Grande, Paraíba, Brazil, by a politician named Cássio Cunha Lima. Through the communications media and popular manifestations, he has been trying to create a symbiosis between Micarande a Carnival party (not held in the traditional Mardi Gras week) and his own public image, elaborating a process that identifies him with that event. In that way, he hopes to appropriate the festival and project his political image by using the party as na electoral currency in his publicity campaigns

De socialidades mediadas e do homer a propósito do espectador-reativo em Jesús Martín-Barbero

This study aims to examine the contemporary viewer and also propose a review of the literature surrounding the spanish researcher Jésus Martín-Barbero. The proposed review, based on Martín-Barbero observations and the Latin American Cultural Studies analysis, observes the individual as part of the processes of communication and research on the concept of cultural mediation, the viewer as component/agent/object of the production of meaning. The study will perceive it as an element of inaccuracy/inadequacy and understand it as a subject of these reactive processes that contain complex and involve communication and culture, in contrast the impressions that resulted from a discussion between a television professional and a communication researcher and of these findings on the same viewer. The work also aims to point the viewer as a component of the possible mapping desired by Martín-Barbero to massive contemporary interpretation of the processes and its concept of night map

Família e TV: mais que dominação e subordinação.

This work analises the social relationship between Television and the Family though the resignification of individuals about Television messages and the speeches that they make about Family. Firstly, the objective is to understand if the principles, values and beliefs constructed and communicated (repassed) inside the Family filter the messages from the Mass Media. Secondly, if there still exists a family culture able to forge identity against so many cultural exchanges. Thirdly, what the function of this identity in the production of senses is. In session 1 and 2, a general approach about the dissemination of Mass Media in Society and the pertinence of the work is presented. Session 3 is about the method used: a qualitative research, with thirteen families from Natal-RN, situated in the Middle Class. The theorical base is considered in the fourth session where the reference to the evolution of the Family is made, with enphasis on the Middle Class and some theories that analyze the pheomenom of the Mass Media , specially in the second half of twentieth century. In session 5 and 6, the research data is presented and analyzed. Finally, in the last session, as a conclusion it can be said that the value of the Family as emotional support is reforced by the speeches and practices that interfere in the signification procces, singular aspects, as well as the social repertoire constructed per si and by institutions (including the family) moreover, mediative message is assimilated by the receiver and becomes understood inside the learned speeches during the receiver‟s history of life, although these messsages are also components in the construction of these repertoire.

A dimensão simbólica e midiática da política e a história da dona de casa que virou guerreira : a construção da imagem pública de Wilma de Faria em 2002 e 2006

This paper examines two aspects. First, the symbolic dimension of politics and some of the elements that make up this universe, as the scenario, the representation, the myth, the spectacle, the media and the political and electoral marketing. We assume that the policy brings together a set of traits related to both reason and the human subjectivity, and can not be summed up in just a few calculations based on rationality. In the case of elections, in a process (ritual, according Irlys Barrier) of choice, there is a meeting of two systems of representations: to that transmitted by a political actor, in a scene from a particular context, based on a life trajectory unique, and the other from the public, crossed by social relations, situations own wishes, desires, expectations and unique perspectives. Between them there are the means of mass media (especially television), and with them the advent of language media and advertising applied to politics, changing the layout of public visibility and inaugurating what Rejane Accioly Carvalho will call the "aesthetics of mostrabilidade". This does not necessarily mean a preponderance of media on politics as a whole but only its adaptation to that with regard to contact with the public, the ad extra portion of the policy, according to Wilson Gomes. In a second aspect, try to apply these elements to a specific study to verify them in building an effective public image, in this case, the current governor of Rio Grande do Norte, Wilma de Faria. The concept of public image is from the book of Wilson Gomes The transformation was visible in the mass media, and relates to a conceptual image to fix "personality traits" through political history, personal conduct, action of image makers and the public reception. For this we will review some videos aired on Free Time for political propaganda in the years 2002 and 2006.

Greve do voto: a política da antipolítica nas eleições municipais de 2004 em Fortaleza

This study discusses the use of communication strategies in the dispute for political hegemony in the contemporary society. In order to do so, one starts from the concept of politics in its broad sense, involving, besides parties and parliaments, the groups and organized social movements. The comprehension that the political activity, nowadays, involves the media, made part of this study be focused on the investigation of problems in this relationship. We analyzed, especially, the communication actions promoted by the Grupo Crítica Radical, in which participate, among others, Maria Luiza Fontenelle, former mayor of Fortaleza, and Rosa da Fonseca, former concillor. They left their old parties after a process of self-criticism concerning their incumbencies, partly influenced by the books of Robert Kurz about the collapse of capitalism . After this historical contextualization, one starts the analysis of the campaign Greve do Voto promoted by the Group during the municipal elections of 2004. The production of campaign material, the street drama, the small shows and the fact that the press covered the campaign are discussed starting from the theoretical formulations presented on this research, understanding, this way, the challenge of these groups to build an action against the hegemony allied to the universe of the mass media

Instâncias da representação imagética hiper-real

The approach that undertakes this work revolves around the emergence of iconic structures on reflecting about the meaning of different methods of image representation through which the contemporaneity reveals itself. At baseline, three aspects are considered looking for an analytical ontology of the act of representation and imagery: the transition of representation in the oral culture of societies for writing, from these to typography, and finally the creation of a representation device. Resorted to, therefore, the argument by some genealogy reference points that technological instances such as writing, printing and photography, the evolution of this process, correspond, in itself, a consequent shift technique, for each representation precedent. In the area of the image, the most salient aspect of this change in foward process is the emergence of hyper-reality: the instances of hyper-realistic representation. In the Western context, the 'simulation of the world' - essential idea of mimesis is the work of an autonomous an conventional system. It should be noted, then the fact that under unreflective of the post-industrial societies, the mass-media image is coating with natural or fake code including - according to Baudrillard - tends to replace the real world in the "perpetuation of a large chain of simulacra." Hence in modern times, in the postindustrial society, during the crisis of the representation regimen and perception, centered in the referent. In this limit, new settings are established by aesthetic representations of imagery in contemporary culture: establishing spaces of simulation [Jean Baudrillard] the spectacle [Guy Debord] and hypermodernity [Gilles Lipovetsky] in which they operate. In these assemblages, saps the emergence of Hyper-reality Representation Instances - as seen in this study aesthetic events to configure itineraries of a new sensibility. It is the nature of this practice sign-iconic, ingrained in the creation of current artistic expression, which this research engaged in peering: the hyper-realistic setting, taking empirical support central to contemporary imagery production, diverse formats of analog representation.

A trajetória dos movimentos socioambientais em Sergipe : personagens, instituições e estratégias de comunicação

The research aimed to study the emergence, role, and the possibilities of environmental movements in Sergipe, running through an analysis of the period between 1983 and 2011. This goal has been guided by the core issue of research, which was to analyze the relationship between the mission, structure and action of environmental organizations in Sergipe. The research arose from the need to map and critically evaluate the environmental movement in Sergipe. The methodological procedures focused on the literature search, survey papers in Sergipe a time gap of 28 years, detailed analysis of nine "movements" and selected in-depth interviews, semi-structured interviews with dozens of social actors involved in the area. In conclusion, we observed that environmentalism in Sergipe, from its inception, was associated with recovery of consciousness regarding the environment, to combat local problems of degradation, and the search for legitimacy of public opinion. Although the environmental movement have been, at times, the attention of mass media, the movement failed to leave the niche and achieve a more representative portion of society. You can still see the deep relationship between the profile of environmental leaders, capital strength and the practical results of the environmental actions and finally, it was observed that the action of the movements has much stronger bond with the relationship of the organization and its main leaders with the other "environmentalist," than with the structure and mission of the institution

Família e TV: mais que dominação e subordinação

This work analises the social relationship between Television and the Family though the resignification of individuals about Television messages and the speeches that they make about Family. Firstly, the objective is to understand if the principles, values and beliefs constructed and communicated (repassed) inside the Family filter the messages from the Mass Media. Secondly, if there still exists a family culture able to forge identity against so many cultural exchanges. Thirdly, what the function of this identity in the production of senses is. In session 1 and 2, a general approach about the dissemination of Mass Media in Society and the pertinence of the work is presented. Session 3 is about the method used: a qualitative research, with thirteen families from Natal-RN, situated in the Middle Class. The theorical base is considered in the fourth session where the reference to the evolution of the Family is made, with enphasis on the Middle Class and some theories that analyze the pheomenom of the Mass Media , specially in the second half of twentieth century. In session 5 and 6, the research data is presented and analyzed. Finally, in the last session, as a conclusion it can be said that the value of the Family as emotional support is reforced by the speeches and practices that interfere in the signification procces, singular aspects, as well as the social repertoire constructed per si and by institutions (including the family) moreover, mediative message is assimilated by the receiver and becomes understood inside the learned speeches during the receiver s history of life, although these messsages are also components in the construction of these repertoire

Os crimes de mídia no paradigma democrático constitucional

The criminal responsibility of the media is analyzed when the criteria for production of news and events involving public safety are produced without considering the technical, legal and ethical practice of journalism in the media factors. Freedom of speech, expression of thought, necessary for professional qualifications and constitutional limits, reaching criminal constitutional principles and the possibilities of criminal liability for offenses practiced in the media are present as key factors legal dialogue in this work. The judgment of the Supreme Court on the unconstitutionality of Law nº. 5.250/67 called Media Law caused a gap in the national legal system, forcing the use of the criminal code to address issues that involve crimes produced in media professional performance. The presumption of innocence is ignored by the professional media during a police investigation where the information published does not respect, including constitutional guarantees: the right to privacy, honor and image. The right to information and the duty to inform media are worked in its constitutional aspect, considering that the same information should be produced is guided by the quality and guiding principles of truth. The constitutional concept of media is presented as information with the appropriate language of the news media, produced and disseminated through the vehicles of mass media, whether in print or digital platform. The presented model of the legal right to information is outlined from a constitutional hermeneutics, increasing the production of news as a result of the occupation of journalist in different news platforms, guaranteeing the quality of this prolific law. Under the Freedom of professional activity of the journalist, the constitutional limits are addressed in line with the reality of (non) regulation of their profession, considering the constitutional abuses committed in the exercise of that activity linked to communication fences. Jusphilosophic field reaches the limits of the duty of truth in journalism as a tool for spreading news, respect the audience and compatibility with the constitutional state. Using the conceptual and doctrinal aspects, this criminal offense is parsed from the journalistic practice and the publication of news involving public safety, with the hypothetical field consummation of that crime through the eventual intention. As a form of judgment against these crimes produced in honor media presents the court of the jury as a legitimate form of democratic decision