COMUNICAÇÃO EMPRESARIAL, INTERATIVIDADE E REDES SOCIAIS: ESTUDO DE CASO DA EMBRAPA SOLOS

Esta pesquisa tem o objetivo de analisar como a interatividade e a transparência passaram a ser os novos paradigmas da comunicação empresarial e a forma como as empresas estão lidando com esta nova realidade, manifestada com o surgimento e proliferação das redes sociais. Não apenas a comunicação corporativa, mas o marketing e o atendimento ao cliente foram profundamente afetados pela Web 2.0 e este trabalho procura fazer uma reflexão deste novo momento, ao optar por um estudo qualitativo, onde foram aplicados questionários estruturados e semi-estruturados, além da observação participante. Trata-se de um estudo de caso na Embrapa Solos, o primeiro centro de pesquisa da Empresa Brasileira de Pesquisa Agropecuária a implantar blogs corporativos quando pouco se falava no assunto. Nos últimos cinco anos, desde que os primeiros posts foram publicados, muita coisa mudou na delicada balança de poder x informação/ empresa x consumidor. Este estudo conclui que apesar dos avanços que os blogs proporcionaram não só à Embrapa Solos, mas em outras empresas que adotaram esta e outras redes sociais, ainda há um longo caminho a ser percorrido, de horizontalização de estruturas e real democratização da informação.

Gender and feminine Identities - women as managers in a UK academic institution

The paper considers gender identities in higher education. It examines how people involved in university life engage in (re)creating gender identities and in (re)producing gender-related expectations (and stereotypes) of managerial behaviour. The process of construction of feminine identities is explored through the discourses of academics from a UK university (mainly women who hold managerial positions). The paper reports findings from a series of in-depth interviews with women managers (dean, associate deans and heads of departments) and with university academics (men and women) from a Business School, part of a large British new university. The school was of special interest because women held the majority of senior managerial posts. It appears that the process of construction of femininities is mainly developed around four (stereo-)typical aspects generally associated with feminine management practices (multi-tasking, supporting and nurturing, people and communication skills, and team-work).

Teachers' conceptions of their role

An analysis is made of the conceptions which serving teachers have of their role, though no attempt is made to relate this to their practice of teaching. A series of role items was collected to afford a description of the teacher's role in terms of school and society expectations as well as classroom behaviours. These were taken from the literature and from interviews with teachers, and confirmed in a preliminary survey. Presented as a questionnaire, replies to the main investigation were made by 881 teachers, working in a variety of schools from nurseries to comprehensives. Two attempts have been made to construct a role model. The first, depending on the judgement of items fitting theoretically derived roles, failed, due to diffuseness in the role of teacher. The second used factor analysis; six factors were extracted which represent meaningful and distinct areas of role. The analysis has depended largely on examination of scores taken from these factors. Teachers in all types of school have similar conceptions of discipline. Nursery-infant and junior staff generally agree on the other areas investigated, but the concepts of secondary teachers are distinct. They are more conservative and less child-centered. When the class being taught is held constant, few differences in role conception are found to be related to sex, being a parent, graduate status, or personality, as measured in terms of the extrovert and neurotic dimensions. The first few years of teaching bring considerable changes in role conception, and further changes occur with prolonged experience. Deputy heads in junior schools and nursery nurses have quite distinct role conceptions; those of all other teachers, including those holding senior posts in secondary schools, are similar. The perception of school climate influences the role conception of primary teachers directly, but it does not influence that of secondary teachers. The greatest variation in role conception is related to scores on the radical scale of Oliver and Butcher. Primary school teachers experience little constraint, but that reported by secondary school teachers is considerable, especially that coming from the head. Despite difficulties caused by the wide division between primary and secondary education, teachers have an accurate perception of the roles their colleagues adopt. A few misunderstandings may be due to a feeling of idealism amongst nursery and infant teachers. There is evidence in their conception of role that would enhance the professional standing of teachers, but this is not in a form which is likely to be recognised by the public.

Ageing factor:a potential altmetric for observing events and attention spans in microblogs

We present an initial examination of the (alt)metric ageing factor to study posts in Twitter. Ageing factor was used to characterize a sample of tweets, which contained a variety of astronomical terms. It was found that ageing factor can detect topics that both cause people to retweet faster than baseline values, and topics that hold people’s attention for longer than baseline values.

Originator or propagator? Incorporating social role theory into topic models for twitter content analysis

A large number of studies have been devoted to modeling the contents and interactions between users on Twitter. In this paper, we propose a method inspired from Social Role Theory (SRT), which assumes that a user behaves differently in different roles in the generation process of Twitter content. We consider the two most distinctive social roles on Twitter: originator and propagator, who respectively posts original messages and retweets or forwards the messages from others. In addition, we also consider role-specific social interactions, especially implicit interactions between users who share some common interests. All the above elements are integrated into a novel regularized topic model. We evaluate the proposed method on real Twitter data. The results show that our method is more effective than the existing ones which do not distinguish social roles. Copyright 2013 ACM.

Online trendy topics detection in microblogs with selective user monitoring under cost constraints

As microblog services such as Twitter become a fast and convenient communication approach, identification of trendy topics in microblog services has great academic and business value. However detecting trendy topics is very challenging due to huge number of users and short-text posts in microblog diffusion networks. In this paper we introduce a trendy topics detection system under computation and communication resource constraints. In stark contrast to retrieving and processing the whole microblog contents, we develop an idea of selecting a small set of microblog users and processing their posts to achieve an overall acceptable trendy topic coverage, without exceeding resource budget for detection. We formulate the selection operation of these subset users as mixed-integer optimization problems, and develop heuristic algorithms to compute their approximate solutions. The proposed system is evaluated with real-time test data retrieved from Sina Weibo, the dominant microblog service provider in China. It's shown that by monitoring 500 out of 1.6 million microblog users and tracking their microposts (about 15,000 daily) with our system, nearly 65% trendy topics can be detected, while on average 5 hours earlier before they appear in Sina Weibo official trends.

Tracing social influence in responses to strategy change in an online community

Interest into the effects of social influence on members of online communities is growing but there is a lack of knowledge about the impact of influential members in online communities on responses to strategy change within the wider community. We explore social influence in responses to strategy change through content analysis of forum posts before and after a change in strategy. Acceptance or non-acceptance of strategy change and subsequent positive and negative behavioural responses online are dependent on individual factors. The details of these behavioural responses to a change in strategy are tabulated and included in a conceptual model to inform decision-makers. Strategy change precipitates a reduction in social influence effects. Non-acceptance of strategy change is associated with competitor advertisement, inflammatory behaviour, offensive behaviour and complaints. This negative behaviour has important ramifications for acceptance of strategy change within the wider community and impacts on the viability of setting up online forums. © 2014 © 2014 Taylor & Francis.

It's the way you check-in:identifying users in location-based social networks

In recent years, the rapid spread of smartphones has led to the increasing popularity of Location-Based Social Networks (LBSNs). Although a number of research studies and articles in the press have shown the dangers of exposing personal location data, the inherent nature of LBSNs encourages users to publish information about their current location (i.e., their check-ins). The same is true for the majority of the most popular social networking websites, which offer the possibility of associating the current location of users to their posts and photos. Moreover, some LBSNs, such as Foursquare, let users tag their friends in their check-ins, thus potentially releasing location information of individuals that have no control over the published data. This raises additional privacy concerns for the management of location information in LBSNs. In this paper we propose and evaluate a series of techniques for the identification of users from their check-in data. More specifically, we first present two strategies according to which users are characterized by the spatio-temporal trajectory emerging from their check-ins over time and the frequency of visit to specific locations, respectively. In addition to these approaches, we also propose a hybrid strategy that is able to exploit both types of information. It is worth noting that these techniques can be applied to a more general class of problems where locations and social links of individuals are available in a given dataset. We evaluate our techniques by means of three real-world LBSNs datasets, demonstrating that a very limited amount of data points is sufficient to identify a user with a high degree of accuracy. For instance, we show that in some datasets we are able to classify more than 80% of the users correctly.

Keyboard warriors in cyberfights:conflict in online communities of consumption

Nowadays, with the use of social media generalizing, increasingly more people gather online to share their passion for specific consumption activities. Despite this shared passion, conflicts frequently erupt in online communities of consumption (OCC). A systematic review of the literature revealed that a lot of knowledge has developed on OCC conflict. Different types of conflicts unfolding in an OCC context have been distinguished, various drivers of conflict identified and various consequences outlined at the individual level (experiential value) and the community level (collective engagement and community culture). However the specificity of conflicts unfolding in an OCC context has not been conceptualized. Past research is also inconclusive as to where and when does OCC conflict create or destroy value in communities. This research provides a theory of OCC conflict and its impact on value formation by conceptualizing OCC conflict as performances. The theory was developed by conducting a netnography of a clubbing forum. Close to 20,000 forum posts and 250 pages of interview transcript and field notes were collected over 27 months and analysed following the principles of grounded theory. Four different types of conflict performances are distinguished (personal, played, reality show and trolling conflict) based on the clarity of the performance. Each type of conflict performance is positioned with regard to its roots and consequences for value formation. This research develops knowledge on disharmonious interactions in OCCs contributing to the development of a less utopian perspective of OCCs. It indicates how conflict is not only a byproduct of consumption but it is also a phenomenon consumed. It also introduces the concept of performance clarity to the literature on performance consumption. This research provides guidelines to community managers on how to manage conflict and raises ethical issues regarding the management of conflict on social media.

The New (Marketing) Role of Firms as Media Content Providers – The case of SME’s Strategic Social Media Presence

In the new social media context, it is gradually more common to say that each party can itself be considered a media content provider, firms included (through their brand pages). This tendency is reflected in a rising professional field called “content marketing”. This study incorporates the perspective of small and medium-sized enterprises (SMEs) into the scope of social media (SM) as a marketing communications and media content distribution system. In an exploratory content analysis of 20 official SM brand pages with 1281 analyzed posts the authors study how SMEs respond to the advent of a new paradigm of marketing communications with special attention to their usage of media-specific contents. SM impels companies to eventually rethink the traditional one-way communication flow of their marketing messages and to incorporate a new, two-way communication into their marketing strategy, where (their engaged and involved) users can create, modify, share and discuss content related to the firm’s activity. This study’s preliminary results show that diffusing content generally acts for SMEs as a facilitator to involve fans by offering a thematized space for them to manifest themselves in company-related topics. Therefore, content adds to the firms’ possibilities of brand positioning by offering a reflection of fans’ company- and contentrelated behavior, which is a supplementary source of information.

A educação como instrumento na construção do imaginário republicano: Grupo Escolar Barão de Mipibu (1909-1920)

The purpose of this study is to search the school group Barão de Mipibú/RN, which is located in a city called São José de Mipibú. The aim of this work is to discuss about the use of education as a tool for the formation of the republican imaginary society norte-riograndense. We defined a period from 1909 through 1920. The choice of this work is about how this could be important to the Brazilian History of Education and local, as well as for Cultural History and extends to studies of everyday school life and history of school disciplines. Their achievement was through bibliography search and document analysis. The first was through a review of bibliography on the national and local historiography about the School Groups and productions of the Brazilian Republic. The last one, through the following sources, namely, just the same building of the school group Barão de Mipibú, furniture inventories, class daily, terms of visits of Education Directors and reports of the Directors, book Our History by Rocha Pombo, Educational Legislation, Legislative Congress posts, the decree of creation of School Groups, in particular Barão de Mipibú and the Group Model Augusto Severo, as well as the internal statute and finally, interviews with Alumni of the 50s. The study is inserted in the history of education and as the theoretical to assist in the analysis of sources on the imagination of the study, we looked for support in Jacques Le Goff (1994), Bronislaw Bazcko (1985), Cornelius Castoriadis (1982). At the end of this work it was possible to get the understanding that the Republican government found in the educational Field, one way to spread their ideals and collaboration in building the social Imaginary of the republic, which was constituted in the early twentieth century.

O canto dos vestibulandos em 140 caracteres: linguagem e construção de identidades no Twitter

The revolution caused by the internet and its various social networks eventually bring forth fruitful reflections on cyberculture and the power of identity construction. What seemed purely fashion has become way of being, representation of self, reality creation (Lévy, 1996). Considering language as a social phenomenon, which occurs through interaction, as explicit in Bakhtin (1929), the speech aired on social networks shapes the profile of their users, constructing identities which, according to Hall (2006), are multiple and non-permanent . This research seeks to examine the use of Twitter by school students, developing a reflection on the construction of their own identities in cyberspace. The subjects are students of Educandário Nossa Senhora das Vitórias, private school in Assú/RN, all graduates from high school. Understanding the Vestibular year as a decisive and a reflection engine ever present about their condition of students, subjects eventually express their anxieties, fears and perspectives in the virtual environment, providing us with enough material to analyze how they are high school students, expectations for appropriate selection processes, plus several representations belonging to the school environment. From the discourse conveyed on Twitter expressed in Featured posts, this study reveals the identities of high school students that emerge from it, which led the cast of some evidence. From them, despite the multiplicity of identities observed, presented some common aspects that corroborate the requirements provided for specific objectives, such as: feeling of belonging to a group - class and school; change of routine and behavior towards education; desecration of traditional teaching practices; changing the identity of students'writings. The analysis of postings enables us to know the perceptions of students regarding the school, the disciplines , the pace of studies, interest in school practices, and from such evidence, the perception of how vestibular modify your daily life and a fondness their identities as school students.

Implementação da infra-estrutura e protocolo de comunicação para tratamento e disponibilização de dados do projeto ePoste

The study consists in the structure elaboration and the ePoste project communicationprotocol, which is a system of monitoring by wireless communication with the aim tosensor and act with one or many public lighting points, and also the treatment of data todetect the activity in the sensors located on the posts. Previously the communication withsensors were made in locus and when data collect was necessary or the performance inthe devices, the operator had to move until the net place. Accordingly, the purpose has theconcern to increase the system dynamic, achieving the possible integrations with the systemsalready available to the lighting management. The same technology of communicationbetween the sensors are considerate, using the ZigBee protocol running on the meshnet, the communication with this net is made be internet through a gateway by GPRS,device with two basics functionalities, which bypass for data and the firmware update inthe sensor. This functionality test of data management is being tested; integrate way withlocal net of sensors and the internet data server operates. The protocol developed, besidesincorporating the ZigBee, that it is formation of framework in lower level, where definesbeginning, size and errors check, as well as the communication of sensor with the concentrator,which it is encapsulated in ZigBee; also the protocol of upper level, where thatit is the names, it was developed a platform of service to meet GET and POST requestsbeneath HTTP protocol, this service is implemented in the data server, which availablethe communication with the clients systems, in case, lighting management systems.

Ser-imagem – Além do selfie. A autorrepresentação fotográfica no Facebook

In a crescent connected and image-made society in various online social networks, each user taking pictures of him/herself and posting them on social online network, makes a self-registration that emerges in self-representation by aggregated daily practices of various themes. This research aims to study the dynamics of the relations of this photographic self-representation relations with agency, technology, affectivity, and consumption that goes beyond narcissism, composing a being integrated with the visual power and its reverberations, which I hereby call as Being -Image. The goal of this paper is an anthropological look over these practices. In this sense, I carry out the research developed in the field of image and cyber antropology with various interlocutors established in dialogues, analysis and virtual meetings. I tried, besides conversations and interviews, to analyze the profiles on the social network as well as daily posts, photo albums available on online network , sharings and mainly selfies.

Explorando a execução de técnicas estendidas no oboé encontradas em quatro peças contemporâneas

This dissertation presents an investigation of the evolutionary process of extended oboe techniques, through literary analysis and practical research. The objective of this work is to provide assistance to oboists interested in learning these techniques. Additionally, this work encourages the student, through the process of experimentation, to explore the questions that may arise around the aesthetics of sound, the concept of gesture as an additional visual and aural element in music, and the collaboration and “real-time” creation processes. Discussed within the work, are the relationship between the instrument (the oboe) and extended techniques, and two possible definitions of extended techniques, provided by Luk Vaes (2009) and Gardner Read (1993). Also explored are the how and why some composers have utilized extended techniques in their compositions, including brief discussions relating to extended techniques in real-time composition (improvisation), extended techniques and technological resources, theatrical gesture as an extended technique, and suggestions of how musicians might approach theatrical gestures in performance. Four works were visited: “I Know This Room So Well” – Lisa Bielawa (2007-9); “Four Pieces for Oboe and Piano” – Ernst Krenek (1966); “In Freundschaft” – Karlheinz Stockhausen (1978); “Atem” – Mauricio Kagel (1969-70); and an exploration of the difficulties and solutions associated with each extended technique found within these pieces, was carried out. The following founding works on extended oboe techniques were used, as a basis for research: books - Heinz Holliger’s Pro Musica Nova (1972); Gardner Read’s Compendium of Modern Instrumental Techniques (1993); Peter Veale & Claus-Steffen Mahnkopf’s The Techniques of Oboe Playing (1994); and Libby Van Cleve’s Oboe Unbound: Contemporary Techniques (2004); and articles - Nora Post’s “Monophonic sound resources for the oboe: Part I – Timbre” (1984), “Part II- Pitch and other techniques” (1984), and “Multiphonics for the oboe” (1982).