Infanticide and anti-imperialism in Pasolini's Medea

Euripides’ Medea has been reinvented several times in the twentieth century. While some modern Medeas reiterate conservative tropes of the monstrous feminine or the evil of the cultural Other, the infanticidal figure of Medea is also open to more politically progressive usages. Indeed, several modern versions of Medea are overt in their politicisation of the problems of colonialism and/or institutionalised gender dissymmetry: the Medeas of Pier Paolo Pasolini, Heiner Müller, Christa Wolf, and more recently the indigenous Australian version by Wesley Enoch, for example, enact resistance to the interpretative closures that construct Medea as a caricature of the evil Other. But what lends the Euripidean narrative to such politicisations? And what role does the infanticide have in modern politicisations of the narrative?

To answer these questions, the paper examines Pier Paolo Pasolini’s 1969 film Medea from his Trilogy of Life series. Focussing on Pasolini’s representation of Medea’s signature act, maternal infanticide, the paper outlines the complex ways in which this motif is integral to the film’s contestation of imperialist ideologies, values and practices, and its affiliations with Marxist and feminist criticism. Drawing upon theories of subjectivity and postcolonial discourse, the paper argues that the infanticide motif is politically enabling precisely because it exalts the politics of the ways in which subjectivity is defined. That is, the apparent blessing of the sun god over Medea’s murderous act speaks to the ways in which subjectivity is formed by the symbolic order: a point recalling Medea’s earlier articulation that society systematically demonises and oppresses foreigners and women. The films representation of infanticide, then, can be read in the light of the narratives politicisation of the discourses that define subjectivity and the hegemonic practices that subjugate and dominate the subaltern. So, while Medea’s infanticide is sometimes dismissed as a demonising representation of the cultural and sexual Other, it can also be read as the key to understanding Medea’s political radicality, drawing attention to the discourses of rights-bearing subjectivity in both its ancient and modern incarnations.

Pasolini’s project of anti-colonialism, however, is fraught with certain paradoxes. To politicise the predicament of imperial subjugation, Pasolini’s Medea places the burden of authenticity on the cultural and sexual Other, on Medea - and on Medea’s culture of origin, Colchis. In this way, Pasolini’s Medea mobilises the problematic discourses of ‘First World’ modernity that define the ‘Third World’ as the carrier of the symbolic burden of authenticity as well as of ‘the sacred.’ Pasolini’s Medea thus offers an overly schematic and abstract representation of the relationship between coloniser and colonised. However, Pasolini’s Medea is not simply or finally a reification of these discourses; rather it strategically mobilises them – just as it strategically mobilises the monstrous act of infanticide – to make its political point.

Testemunhos de um tempo vivido : fragmentos e contextos de uma narrativa de Janduís-RN

Shows up the memory of the elderly, as a consistent experience in the in the construction of the social memory of Janduís, Rio Grande do Norte, where the research takes place. Through an autobiographic narrative, in a qualitative approaching, the intent is to stand up aspects about the individual history and collective memories, starting in a simple question: what did they remember? A question that turns into many others, as how the remember and under which circumstances. So, the lived and remembered moments are the subject of this paper, as these testimonials shows and reveals the citizens typical aspects, intending to telling (again) the city s history by the memories of this people. By oral statements and the analysis that followed, subjective aspects that made a social memory, highlight in violent episodes, that, now remembered, occurred in the historical sediment, which connects several social times, establishing a narrative standard. In Janduís, this standard is about the memory that sticks out their individual ways, and the collective life, in the past, standing out the fair and the events that occurred on it, as the most remembered place, where the memories go stronger. When they narrate are incorporated others facts, the story is reinvented, connecting the past to the future. The paper also revels builders subjects aspects of a social memory, as historical sediment that joins the social times. At the present moment, the fair, to them, is a place that doesn t exist anymore; for the city, is a place of enlargement of women s presence at the trending spaces, which means a place of social transformation. That being said, the fair, in both times, present and past, turns into a analysis object, with important elements to reference narrative s time and place. And how the narrative update the past recorded in the old citizen s memory. What was intended to do was articulate the memory and the history form temporal and special etching that define the place and the narrative context: the lived and the remembered at the group s day by day. In that way, were identify the collective memory s common elements, enunciating the memory and the narratives that update that history, influencing and being influenced, forming in memories in a collective phenomenon fueling the local imaginary

Brincadeira do reisado na comunidade Cipó, Pedro II PI: mediação cultural, tradição e modernidade

This research studies the tradition of epiphany in the community of Cipó de Baixo, which belongs to the city of Pedro II, in the state of Piauí. Readings were made seeeking to emphasize the processivity of the play that navigates between permanence and change. The study starts with a social context of the community, in dialogue with the life history of the owner of the epiphany, Raimundo Milú: strong figure who, along with his family networks, as well as networks of patronage and friendship, struggles for the resistence of the play. The description of the ceremony of Kings, with its constituent parts, punctuates the remarkable character of Cipó community epiphany. This detailed understanding of the play favors the understanding of some of the social vines that serve as the basis for the warp of this cultural practice: modernization vine, where we explore the general motivation of Cipó community epiphany transformations - modernity; family and community exchange vine, which describes the scheme that holds the permanence of the play; masculinity vine, explains the strong gender system that crosses Cipó community epiphany; reinvented tradition vine, where we locate the uniqueness of Cipó community epiphany tradition and its dialogues with modern dynamism; conflict between generation vine, depicts the differences between generations and how they contribute to the dialogue between the traditional and the new; theatrical spectacle vine, describes the play as a performative activity. Thus, we build a social scheme that analyzes the play of Kings of Cipó community as a whole, where change and continuity plan a cultural plot on their own

São Vicente (RN) nos primeiros anos da TV: Memória, sociabilidade e cotidiano

The present work aims to reflect on the everyday and its Vincentian practices of sociability in the early years of the presence of television in the city of São Vicente (RN), from the memories of the protagonists who witnessed the first insertion of TV set sin the beginning sof 1970s.Thus, the research was guided by some questions deemed relevant to the study in order to understand the most significant changes in the daily Vincentian boosted by the arrival of television in some private houses, which soon became a meeting place, recreation and sociability. At that time, filled the role of TV unites and brings people together. These houses, reinvented in spaces of sociability, were sanctioned by the various actors who gathered daily to include television programming. This popularity of television was measured by the joint efforts of people who moved their homes to homes that had this technical device. Each home with their uniqueness sand peculiarity, which attracted the population frequency f these spaces were frequent. Of course people still sit on the sidewalks, to be held the night rides in the streets and square, but soon came to the program schedule Preferred came into leaving their homes or to homes that had TV, watch them in the design of audiovisual programs. We use the oral memory as the principal methodology in order to interpret the memories recounted by people who lived in that time period studied. For this purpose we constructed a narrative that highlights the categories memory, media, social practices, everyday life and thus has the theoretical and methodological contributions of authors of humanities and social sciences its main foundation. In field research in the use of in-depth interviews, since the narratives of our research is interviewed. The importance of a study of such order, is not only in understanding the TV as an essential mediator for the interaction of individuals in society, from 1970 in São Vicente (RN), but also for the unveiling of his relationship with the daily routines of the Vincentians, founded in environments and symbols that regulated the conduct and reordered the social practices and sociability of these subjects. In this sense, the making of a work on the presence of TV in the city of São Vicente (RN) is also of paramount importance for the history of this media at the national level, since this is nothing more than a set of multiple stories

O ser e o estar índio: produção de identidades entre kaingang e krenak, em Vanuíre

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Festa do tropeiro de silveiras: uma abordagem folkcomunicacional

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Interrogando práticas do UNICEF para os adolescentes no Brasil

Este trabalho investigou e interrogou as práticas discursivas do UNICEF direcionadas aos “adolescentes” brasileiros. Utilizou-se o método histórico-genealógico foucaultiano para interrogar o relatório “Situação da Adolescência Brasileira” (2002), que se constituiu como fonte privilegiada desta pesquisa. Desse modo, os questionamentos que moveram o estudo foram: que práticas do UNICEF incidem sobre os corpos de adolescentes brasileiros, no século XX e início do século XXI? Que subjetividades essas práticas produzem? Como objetivam a adolescência? Que relações de poder acionam frente a esses corpos? Que efeitos elas produzem? Tais problematizações não tiveram por finalidade, fazer a história do falso ou do verdadeiro, pois isso não tem importância política, mas problematizar a produção dos regimes de verdades a respeito destes sujeitos e os efeitos destes na atualidade. Dessa forma, marcar a singularidade dos acontecimentos que forjaram este objeto como um problema para as ciências humanas, e como uma questão para o UNICEF e para o Sistema de Garantia de Direitos. O objetivo do estudo foi analisar as práticas discursivas de poder e subjetivação que objetivam e subjetivam a adolescência brasileira. De posse da ferramenta foucaultiana, desmontamos o documento, cortamos as séries que o compõem, desarticulamos as pretensas continuidades, reescrevemos e reinventamos o objeto adolescência, deixando em suspenso as certezas e verdades que o atravessam e que pretendem constituí-lo como objeto natural, imersos em essencialismos e homogeneizações. Como resultados, identificamos dicotomias no documento, como: potencialidade/risco, fase positiva/negativa, por exemplo, que tentam naturalizar o sujeito como algo dado a priori, portador de uma essência objetivado e subjetivado por uma perspectiva linear do desenvolvimento humano, como: adaptação/desadaptação, normal/anormal, maturidade/imaturidade e uma sequência linear de fases, que atende também a concepções econômicas desenvolvimentistas e neoliberais preocupadas com a equação custo-benefício.Foi com um olhar atento às ninharias do poder, que buscamos destruir certezas e evidências, atentando não para as intencionalidades dos jogos de forças, mas, ao acaso das lutas.

O trabalho como estratégia de atenção em saúde mental: cartografias do conceito Trabalho nas políticas públicas de saúde

Pós-graduação em Psicologia - FCLAS

Os caminhos movediços de Bandeira

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Wright’s Version of Critical Realism

N. T. Wright’s research project “Christian Origins and the Question of God” is characterized by its use of the method of critical realism. Now, “critical realism” is a term that has been used in connection with different epistemo-logical positions because the term has been “constantly reinvented.” It is very easy to make up a term when one wants to distinguish oneself from an assumed naïve approach to reality. As has been observed earlier, the use of a distinct term does not necessarily mean the same if used by another author; the context is important. One has to track literal dependencies to evaluate whether continuity with former uses of a term is intended. That is to say, the term “critical realism” has proven to be equivocal, although this has rarely been noticed . This does not mean that taking such a critical realist stance cannot present a decisive advantage over rather unreflective approaches to whatever sort of reality. Nevertheless, philosophically it can probably only be a start. The purpose of this contribution to this compendium will be to analyze the content claims and the status of N. T. Wright’s critical realism in these regards, with a special emphasis on Paul and the Faithfulness of God, of course.

El imaginario en la génesis del proyecto arquitectónico: La construcción de la realidad a través del mito, la utopía y la cibercultura

El término imaginario, nombra el principio y el tema central de una investigación del mundo arquitectónico, necesaria para entender las condiciones alrededor de un proceso proyectual íntimo, cargado de significaciones ideológicas y simbólicas. En diferentes interpretaciones, el inconsciente colectivo y personal, científico o social, aparece en el origen de cada pensamiento y comportamiento humano, constituyendo un universo cerrado y caótico, donde todas las ideas están en constante tensión y contradicción. Por esta razón existen nociones y construcciones lógicas y coherentes que estructuran el marco de la verisimilitud y por tanto el régimen de la realidad, mediante la verdad y la verificación. Para el proyecto arquitectónico estas configuraciones se expresan en la situación del espacio, el tiempo y el cuerpo, como elementos básicos de jerarquización de la habitabilidad y de la cohabitabilidad humana. Esta tesis pretende acotar y definir un ámbito de procesos verosímiles instalados dentro del imaginario mediante el patrimonio intangible del pensamiento mítico o utópico, donde no solamente se crean envolventes del pensamiento, de iconografía o de sociedades, sino de donde también se derivan modelos rígidos y excluyentes, desde teorías basadas en la heteronormatividad y la segregación según el sexo, el género, la clase y la capacidad dentro de la diversidad funcional. La experiencia del espacio arquitectónico ha sido tradicionalmente descrita mediante palabras e imágenes: el lógos y el símbolo han sido los grandes intermediadores entre los sujetos y el habitar. Los ámbitos cotidiano y urbano se han regido por modelos y normas absolutas aplicadas universalmente y el mundo arquitectónico se ha visto estancado en la polaridad dual, entre lo público y lo privado, el dentro y el fuera, el movimiento y el reposo, el hombre y la mujer. Si el espacio-tiempo, el cuerpo y sus interpretaciones son la base para los modelos absolutistas, universalistas y perfeccionistas que han dominado el pensamiento occidental y elaborado la noción de lo “normal” en su totalidad, restando complejidad y diversidad, en la era hipermoderna ya no tiene sentido hablar en términos que no contemplen la superposición y la contradicción de la multiplicidad caótica en igualdad y en equilibrio instable. La realidad se ha visto reinventada a través de situaciones intermedias, los lugares inbetween en los espacios, tiempos, identidades y nociones presupuestas, donde se ha tergiversado el orden establecido, afectando al imaginario. La cotidianidad ha superado la arquitectura y el tiempo ha aniquilado el espacio. La conectividad, las redes y el libre acceso a la información – allá donde los haya – componen el marco que ha permitido a los sujetos subalternos emerger y empezar a consolidarse en el discurso teórico y práctico. Nuevos referentes están apareciendo en el hiper-espacio/tiempo aumentado, infringiendo todas aquellas leyes e interpretaciones impuestas para controlar los hábitos, las conductas y las personas. La casa, la ciudad y la metrópolis al vaciarse de contenidos, han dejado de cumplir funciones morales y simbólicas. Los no-lugares, los no-space, los no-time (Amann, 2011) son las condiciones radicalmente fenoménicas que reemplazan la realidad de lo vivido y activan de forma directa a los sentidos; son lugares que excitan el cuerpo como termótopos (Sloterdijk, 2002), que impulsan el crecimiento de la economía y en gran medida la multinormatividad. Sin duda alguna, aquí y ahora se requiere un nuevo modo de emplear la palabra, la imagen y la tecnología, dentro de una temporalidad efímera y eterna simultáneamente. ABSTRACT The term imaginary marks the beginning and the main topic of this research into the architectural world, presented as the necessary condition to understand the design process in its intimate layers, loaded with ideological and symbolic meanings. Through different interpretations, the unconscious, personal and collective, scientific or social, is found in the origin of every human thought and behaviour, constituting a closed chaotic universe, where all ideas are in constant tension and contradiction. This is why there are logical and coherent notions or discursive constructions which organise the context of verisimilitude and therefore the regime of reality through truth and its verification. For the architectural project, these specific configurations are associated with space, time and body as basic elements of management and hierarchization of human habitability and co-habitability. This thesis aims to demarcate and define a field of verisimilar processes installed in the imaginary, through the intangible heritage of mythical or utopian thinking, where not only enclosures of thought, iconography or utopian ideals are created, but from where rigid and exclusive models are derived as well, from theories based on heteronormativity and segregation by sex, gender, class and functional diversity. The experience of the architectural space has been described traditionally through words and images: the language and the symbol have been intermediating between the user and his habitat. Everyday life and urban interactions have been governed by absolute, universally applied, models or standards, therefore the architectural world has been stalled in a constant dual polarity between the public and the private, the inside and the outside, the movement and the repose, the man and the woman. Certainly, if the space-time notion, along with the theorization of the body, are the basis for absolutist, universalist and perfectionist models that have dominated western thought and developed the concept of “normal” in its totality, deducting all complexity and diversity, in the hypermodern era it makes no longer sense to speak in terms that ignore the overlap and contradiction of the chaotic multiplicity that characterises equality and unstable balance. Reality has been reinvented through intermediate situations, the in-between spaces, time, identities, or other presupposed notions. The order of truth has been distorted, affecting and transforming the contemporary imaginary. Everyday practices have surpassed the architectural design and time has annihilated space. Connectivity, networks, free access to information -wherever it exists-, compose the framework that has allowed subaltern subjectivity to emerge and begin to consolidate into main theoretical and practical discourses. New models are appearing in the augmented hyper-space/ time, transgressing any rule and interpretation imposed to control habits, behaviours and people. The house, the city and the metropolis are empty of content; they no longer fulfil moral and symbolic functions. The non-places, non-space, non-time (Amann, 2011) are radically phenomenal conditions that replace the reality of the lived experience and activate the senses as places that excite the body, thermotopos (Sloterdijk, 2002), which boost economic growth and to a considerable extent the multinormativity. Undoubtedly, what is required here and now is a new way of employing the word, the image and the technology within an ephemeral yet eternal temporality.

La transformación de la fachada en la arquitectura del siglo XX : evolución de los elementos arquitectónicos hacia el espacio

Esta tesis doctoral, bajo el título “La transformación de la fachada en la arquitectura del siglo XX. Evolución de los elementos arquitectónicos hacia el espacio único”, examina –siguiendo el método deductivo mediante investigación documental y de campo– los principales mecanismos proyectuales que han originado una transformación arquitectónica en la fachada. El término fachada, leído normalmente como sinónimo de arquitectura, ha sido analizado bajo taxonomías historiográficas, sociopolíticas, formales, compositivas o materiales. Más allá de estas clasificaciones, esta investigación determina cómo han evolucionado los elementos arquitectónicos hacia el espacio único, transformando con ello tanto la realidad física como el concepto de fachada. Proyectar, como diría Robert Venturi1. 1966, tanto desde el exterior al interior como desde el interior al exterior, produce las tensiones necesarias que ayudan a generar la arquitectura. De ahí la importancia del estudio de la transformación de la fachada como faccia, máscara, disfraz o sistema de representación, a la fachada como un diafragma activo, como un espacio de relación o como un límite donde se produce una experiencia arquitectónica con nuevos significados. El término fachada, del latín facies y del italiano facciata, fue creado como tal durante el siglo XVI, aunque como elemento arquitectónico es una realidad clásica y un concepto humanista reinventado en el Renacimiento. A principios del siglo XX la fachada se transforma radicalmente, con la aparición del vidrio plano de grandes dimensiones, y se despoja de su carga historicista. La transparencia literal hace desaparecer (negar) la fachada. La fachada se construye con nuevos materiales, nuevas tecnologías, y responde a un espacio global que espera a ser colonizado por una sociedad en constante mutación; un espacio que irá siendo cada vez más complejo a lo largo del siglo pasado y que tendrá como una de sus principales consecuencias un mayor grado de abstracción en la fachada. Para desarrollar con mayor precisión las intenciones de este trabajo se analiza la acepción de fachada en la que se encuadra la línea de investigación de la tesis doctoral. Siguiendo las indicaciones del Profesor Kenneth Frampton, se ha optado por dedicar precisamente a este análisis el primer capítulo, de precedentes, con el fin de hacer una relectura de la fachada barroca en clave contemporánea. La fachada barroca se estudia como un punto de inflexión, y origen de la transformación, frente al clasicismo de siglos precedentes. Se plantea por tanto como el primero de los mecanismos proyectuales motivo de estudio. Estos mecanismos han sido sometidos a una clasificación que responde a diversos tipos de espacio arquitectónico que han provocado la transformación de la fachada, analizando cada uno de ellos con un filtro bajo el cual se ha desarrollado un estudio pormenorizado. De esta manera se examinan la transformación compositiva de la fachada por medio del espacio dinámico (capítulo 00_precedentes) en San Carlo alle Quattro Fontane de Francesco Borromini, la transformación constructiva de la fachada por medio del espacio membrana (capítulo 01) en la Villa Tugendhat de Mies van der Rohe, la transformación diagramática de la fachada por medio del espacio pliegue (capítulo 02) en la terminal portuaria de Yokohama de FOA, la transformación tecnológica de la fachada por medio del espacio estructura (capítulo 03) en la mediateca de Sendai de Toyo Ito y, finalmente, la transformación fenomenológica de la fachada por medio del espacio múltiple (capítulo 04) en el pabellón de vidrio del Museo Toledo de SANAA. La investigación se completa con el análisis de una serie de textos que acompañan a cada uno de los capítulos, generando así un cuerpo de conocimiento global junto al análisis documental y las visitas de campo de cada uno de los casos de estudio considerados. ABSTRACT This doctoral thesis entitled “The Transformation of the Façade in Twentieth Century Architecture. The Evolution of Architectural Elements Towards a Single Space“ employs a deductive methodology incorporating both archival and field research, to examine the main design strategies that have given rise to the architectural transformation of the façade. The term façade, usually read as a synonym for architecture, has been analyzed under historiographic, sociopolitical, formal, compositive and material taxonomies. Far beyond these classifications, this study determines how architectural elements have evolved towards a single space, consequently transforming both the physical reality and the concept of façade. As Robert Venturi would say,1 to design from the inside-out and from the outside-in can create valid tensions that help generate architecture, hence the importance of this study of the transformation of the façade as a faccia, a mask, disguise or representation system, to the façade as an active diaphragm, a connective space or a limit within which architectural events with new meaning take place. The term fachada (Spanish for façade), from the Latin facies and the Italian facciata, appeared as such during the sixteenth century, although as an architectural element it is a classical ingredient and a humanist concept reinvented during the Renaissance. At the beginning of the 20th century, the façade is radically transformed with the introduction of large format plate glass, stripping it of its historicist content. Literal transparency causes the façade to disappear. The façade is built with new materials, new technologies, responding to a global space to be occupied by an everchanging society. It is a space that becomes increasingly more complex throughout the last century and which will have, as a consequence, a larger degree of abstraction in the façade. In order to more precisely focus this investigation, the meaning of the façade has been scrutinized. Following Professor Kenneth Frampton’s advice, the first chapter -Precedents- is precisely dedicated to this analysis, in order to understand the baroque façade read in a contemporary manner. The baroque façade has been studied as a turning point, the origin of the transformation of the façade, as compared to the classicism of previous centuries. For this reason it is considered the first design strategy to be studied. These strategeies have been sorted into a classification of architectural spaces that have caused the transformation of the façade, all of which having been analyzed using a methodology allowing for detailed study. Thus, this investigation examines the compositional transformation of the façade by means of a dynamic space (chapter 00: Precedents) in San Carlo alle Quattro Fontane by Francesco Borromini, the constructive transformation of the façade by means of a membrane space (chapter 01) in the Tugendhat Villa by Mies van der Rohe, the diagrammatic transformation of the façade by means of a folded space (chapter 02) in the Yokohama International Port Terminal by FOA, the technological transformation of the façade by means of a structure space (chapter 03) in the Sendai Mediathèque by Toyo Ito, and finally, the technological transformation of the façade by means of multiple space (chapter 04) in the Glass Pavilion of the Toledo Museum of Art by SANAA. The research is supplemented by the analysis of a series of texts presented alongside each chapter; creating a global body of knowledge together alongside the documentary analysis and on site analysis of each of the case studies considered.

"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)

"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)

La evolución de los periódicos digitales frente a los convencionales como soporte publicitario

Research performed in this thesis studies the growth and evolution of advertising investment in digital media compared to traditional printed media, in particular daily newspapers. By means of advertising inserts in printed newspaper and online newspapers, the study’s objective was to confirm that digital media consolidate as an advertising platform. Throughout this study we used different quantitative and qualitative tools to demonstrate the starting hypothesis of this thesis. We used a combined methodology that included: a) joint analysis of printed newspaper “El Mundo” and online newspaper “elmundo.es” advertising content; b) analysis of advertising investment state-of-the-art; c) deep interviews to different media professionals, including advertisers, publicists, media planning, and researchers. A comparative study between the printed newspaper “El Mundo” and the online newspaper “elmundo.es” supported the analysis of contents in a realistic situation. Therefore a deep study of advertising inserts in both the printed and online version of “El Mundo” was performed. The main goal of this work was to show how advertising invesment is moving from traditional printed media to digital media The results of this study reveal that investment in digital media increases, meanwhile investment reduces in traditional media. At the same time, new reading habits along with technological innovation attracts readers to digital platforms. As a consequence, traditional printed newspapers have the immediate need to somehow engage online-newspaper readers into printed platforms. Hence, many advertisers already invest large sums of money in digital media, with marketing strategies and plans focused to online advertising campaigns in Internet. It is also true that in recent years printed and online media stopped “fighting”, which lead to the possibility of joint marketing and communication strategies between the aforementioned digital and online media. This research has different implications, one of them is that printed media seems to be a bussiness model which needs to be reinvented to adapt itself to the media’s current situation in order to be profitable and not to disappear. On the other hand, digital media must have a well-defined strategy with concrete and viable goals in online investment. Finally, it is important that new readers are taken into account by newspapers, this is: new readers mostly use digital platforms, thus interaction between readers and newspapers is much different than what it used to be when only printed newspapers existed. Media must go and be where the new reader is.