The fog of flexibility : the riskiness of flexible post-secondary education in Australia

This chapter considers the political, social and technological features contributing to the rise of distance education in 20th Century Australia and to its dissolution in the early 21st Century. The discussion considers both international trends and influences, and particularly the Australian experiences that created the foggy mélange: external studies, extension studies, off-campus studies, open campus, open learning, flexible learning, flexible delivery, distance learning, distance education, correspondence learning, online learning, e-learning etc. The fogginess of the terminology reflects the ‘buzz-word’ politics of the turn-of-the-century governments, their bureaucracies and bureaucratese, and of the commercial world, its marketers and advertising slogans.

Experiência com a marca: adaptação de uma escala a um contexto brasileiro e avaliação do seu impacto na personalidade da marca

As métricas de valor da marca baseadas no cliente levam em conta sua conscientização, conhecimento e o relacionamento dele com a marca. O valor da marca baseado no cliente, ou Brand Equity, consiste no efeito diferencial que o conhecimento da marca tem sobre as respostas do cliente a ela. O cliente cria uma imagem baseado no modo que avalia e retém as suas experiências, sempre que procura, compra, e consome um produto (bem e/ou serviço). Nestas situações está exposto a vários estímulos associados à marca (por exemplo, cores, formas, elementos de design, slogans, mascotes e caracteres), que aparecem como parte de sua identidade visual (por exemplo, nome, logo), embalagens, comunicações (por exemplo, anúncios, websites) e nos ambientes onde a marca é divulgada e vendida (eventos, lojas, sites, etc.). As respostas a estes estímulos formam a Experiência com a Marca (BRAKUS;SCHIMITT;ZARATONELLO, 2009). A abordagem mais comum das métricas de valor da marca baseado no cliente é mensurar as percepções, o conhecimento e o entendimento da marca, e rastrear suas mudanças no decorrer do tempo. Estas mudanças estão associadas às atividades de marketing conduzidas em nome da marca. Além disto, as abordagens que seguem este caminho têm três pilares: 1) o valor é resultado de observações, exposições e outras experiências desenvolvidas e comunicadas pela empresa, podendo a organização impactar diretamente (com atividades de marketing), o nível, o tipo e a forca desta criação de valor; (2) o valor gerado resulta em comportamentos e reações positivas (como compra, recompra e satisfação); (3) as atividades de marketing podem ser relacionadas à variação do valor da marca e ter seu impacto avaliado. Nesta dissertação, a Experiência com a Marca é tratada como métrica de valor da marca baseada no cliente. As atividades de marketing que antecedem o valor da marca foram analisadas à luz da literatura de marketing experiencial. Primeiramente foram exploradas as evidências de que, na Experiência com a Marca, o valor é resultado de observações, exposições e outras experiências desenvolvidas e comunicadas pela empresa, e como o conhecimento gerado pelas pesquisas em marketing pode ser aplicado para impactar diretamente o nível, o tipo e a forca desta criação de valor. Brakus, Schimitt e Zaratonello (2009) desenvolveram uma escala de Experiência com a Marca que foi replicada no contexto brasileiro, confirmando as principais dimensões desta experiência no Brasil e procurando comparar os resultados com a escala proposta e validada pelos autores nos Estados Unidos. No que diz respeito às conseqüências da Experiência com a Marca, foram avaliadas as bases teóricas que evidenciam que o valor gerado resulta em comportamentos positivos, e mostrado o impacto da Experiência com a Marca na Personalidade da Marca. Como parte da conclusão deste projeto, foram apontadas oportunidades de pesquisa da Experiência com a Marca com foco nos seus antecedentes, e nas suas conseqüências a longo prazo.

Da escala médica de saúde à experiência social do saudável :diálogo entre os espaços dos bares e das academias fisiculturistas na cidade do Natal-RN

Currently, we attend a reverence of concepts ahead as health, life, youth and body. In we widen amount the ideals concerned to the healthful life, to the quality of life, the longevity and joviality and the extremities of the body represented by the illness, for the virus infection, the physical deficiency and the aging. Of the historical shades of the plague, of the hunger and the war that gagged the defenseless individual and its body, in the current days we increase the search for a full and powerful life, independent of a religious imaginary to predict the epidemic curse, the threat represented for the sick people and the incarnate divine anger in the death; or of medical science presented in the spaces of the technology and the physiology, being left fragile the social and psychological dimensions of the human confined to the patient issue and, finally, the commanded urban health politics in quantitative goals of hygienic cleaning, of the medical techniques and the education citizen. For beyond these instances, emerges in our days a plural, close and biographical agreement well of the body and welfare. On the other hand, an understanding of the healthful life and well-being that more certifies the presence of something the one that clear landmarks amongst normality and the irregularity, the esteem and the destructive vice: it has a projection of healthful life measures without conceptual models of body and health under the doctor-scientific standard occidental. This thematic one will confide in way to the enclosure for spaces to the muscles and fitness exercises and the bars from the city of Natal, in the state of Rio Grande do Norte, Brazil, while comprehensive interchange concerning as the individual comes dealing with the notion the body and health and, mainly, if perceiving inside of its body and its health. Amongst these two spaces of typical leisure of the modern urban phenomenon, the hedonism bodily with its muscles and salience and one another form of hedonism in the fruition of allowed drugs will be across itself in a dialogue about which social s relationships are really in game in an imaginary construction amongst an doctor-aesthetic ideal of health and the social and subjective experience in the option for a healthful life

Tele-education environment and didactic iconography in sexual transmitted diseases

The field of advertising has developed techniques of mass communication and rapid transmission of information. Among these techniques are slogans and iconographies. This work used such tools for educational purposes and was divided into three modules. Module 1 evaluated the use of simplified textual communication (slogans) about the subject Sexually Transmitted Diseases. It was applied to third-year medical students, which had not taken the course on this theme. To evaluate the impact of the textual communication form (slogans), long phrases were elaborated in scientific language containing 15 topics. From these long phrases, compact phrases were developed using techniques of the advertising area for elaboration of slogans. Three forms of didactic material about that theme were developed. The first form consisted of long phrases in descriptive topics, using scientific language. The second was constituted exclusively of compact phrases in the form of slogans, and the third was composed of the combination of the two previous forms. Then, 10 multiple-choice questions were elaborated and applied in two phases. In the first phase, application occurred immediately after the reading of didactic texts; in the second phase, it happened 60 days after the reading. For statistical analysis, Snedcor's F test was used for analysis of variance, at 5% significance level. There was an increase in memorization by students who read the material containing the association between long phrases and slogans, which indicates that the latter, when used as an auxiliary model of learning, can bring significant benefits for education. Module 2 consisted of analyzing the elaboration of educational videos produced in graphic computing (called iconographies) for development of dynamic communication means. The theme Hair Cycle was utilized. Viability of high quantities of information in few minutes of animation could be demonstrated together with the advantage of presenting the process in a dynamic form without wasting scientific details. Module 3 presented the inclusion of slogans in educational videos produced in graphic computing about the Hair Cycle, showing a new tool for rapid and efficient transference of data. Slogans and iconographies, when utilized in educational material, can bring significant benefits for the student's learning.

Discurso das competências: solidão, tecnicismo e semiformação do profissional docente

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

A concepção das crianças e os valores associados à doação de sangue: doadores do futuro

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Brasil 2014: análise de peças publicitárias relacionadas à Copa do Mundo

Nesta pesquisa estudamos o espor te com o foco sobre os slogans lançados no processo de preparação da Copa do Mundo a se real izar no Brasi l em 2014. O corpus da pesquisa se const i tui com algumas peças publicitár ias veiculadas na mídia. Anal isamos a mobilização popular e os aspectos que envolvem a adesão em um movimento do país, de modo geral, e a preparação realizada em cada cidade sede, de modo específ ico, com as transformações operadas tanto no âmbito social quanto est rutural. Cartografamos as marcas do empenho do governo para invest i r na transformação dos valores sociais durante a Copa do Mundo, bem como a apropriação do esporte com o objet ivo de fabricar um legado. Ident if icamos como as marcas da integração ent re os povos e do sent imento de pertença dos cidadãos cooperam para os processos de subjet ivação na sociedade contemporânea. Observamos os efeitos de sent ido ocorr idos na divulgação do slogan da campanha publicitária como uma forma de compreender o signif icado da Copa do Mundo em suas relações com a cultura. Part imos da hipótese de que a p ro d u ç ã o d a “p a i x ã o pelo futebol ” t em s e u s e n t id o amp lia d o p a ra a sugestão massiva de est i los de vida. Assim, estabele cemos uma f ro n t e ira e n t re o s “e f e it o s d e s e n t id o s ” e o s “e f e it o s d e ima ge n s ” n o s múlt iplos usos do slogan. Na const ituição do corpus de nossa pesquisa ident if icamos as marcas dos vínculos estabelecidos pela publ icidade com a Copa do Mundo. Nosso estudo se situa no campo dos estudos sobre as relações entre o esporte e os processos de subjet ivação na sociedade atual. Interessa-nos observar as implicações entre o corpo e os processos de subjet ivação nas peças publicitárias selecionadas para este estudo.

Teoria crítica, neoliberalismo e educação: análise reflexiva da realidade educacional brasileira a partir da reforma educacional de 1990

Pós-graduação em Educação - FFC

The IDEOLOGY SPACE BRAZILIAN NATIONAL STATE OF CONSTITUTIVE

In the debate over the construction of the Brazilian national state, we assume that this process has established itself at the heart of a fragmentary appreciation of their aesthetic variants, forming a controversial ideology spatial sense of identity to the nation. progress, modernization and territorial integration emerge as slogans on the link between the imagined nation, Brazil Imperial, and the nation as concretized throughout the twentieth century, despite the discourse and actions in the rescue culture synthesis Brazilianness. It is evident, that scope, a tendency to think the nation more as a product of a cultural elite (fragments of baroque and colonial cities consecrated) than through symbols forming territories hybrids representatives of all of their constructors: the antagonistic protagonists.

Stadt und soziale Bewegungen

Großstädte sind derzeit wieder zu Orten sozialer Bewegungen geworden. Mit Slogans wie „oben bleiben“ (Stuttgart) oder „Recht auf Stadt“ (Hamburg) artikuliert sich heute auf unterschiedliche Weise ein Protest, der auf sich verändernde urbane Realitäten Bezug nimmt und dabei eine breite mediale Resonanz findet. Gleichwohl werden oft nur bestimmte Formen der Organisation und des Protests als legitime soziale Bewegungen anerkannt. Andere werden als NIMBY, Not-in-my-backyard-Intitiativen, definiert und diskreditiert oder als Riots entpolitisiert. Es ist keineswegs ausgemacht, welche Initiativen und Bewegungen sich für ein „Recht auf Stadt“ im Sinne Lefebvres und damit für Aneignung und Umverteilung einsetzen, indem sie gegen die verbreitete stadtpolitische Konzentration auf Wettbewerb und Wachstum agieren, und welche möglicherweise gerade über ihr bürgerschaftliches Engagement ein (partizipativer) Teil einer neoliberalen Governance werden.

A study of the impact of cigarette advertising on adolescent susceptibility to smoking among 5th-, 8th-, and 12th-grade students in Hempstead and Hitchcock Independent School Districts

This study assessed the impact of cigarette advertising on adolescent susceptibility to smoking in the Hempstead and Hitchcock Independent School Districts. A convenience sample of 217 youths, 10-19 years of age was recruited in the study. Students completed both a paper-and-pencil and a computer-aided questionnaire in April 1996. Adolescents were defined as susceptible to smoking if they could not definitely rule out the possibility of future smoking. For the analysis, an index was devised: a 5-point index of an individual's receptivity to cigarette advertising. The index is determined by the number of positive responses to five survey items (recognizing cigarette brand logos, recognizing cigarette advertisement's pictures, recognizing cigarette brand slogans, evaluating adolescent attitudes toward cigarette advertising, and the degree to which adolescents were exposed to cigarette advertisements). Using logistic regression, we assessed the independent importance of the index in predicting susceptibility to smoking and ever smoking after adjusting for sociodemographic variables, perceived school performance and family composition. Of students surveyed, 54.4% of students appeared to have started the smoking uptake process as measured by susceptibility to smoking. Camel was recognized by the majority of students (88%), followed by Marlboro (41.5%) and Newport (40.1%). The pattern for recognition of the cigarette advertisements was the same as the pattern of market for cigarette. Advertisement featuring the cartoon character Joe Camel was significantly more appealing to adolescents than were advertisements with human models, with animal models, and with text only (p $<$ 0.001). Text only advertisement was significantly less appealing than other types of advertisements. The cigarette advertisement with White models (Marlboro) had significantly higher appeal to White students than to African-American students (p $<$ 0.001). The cigarette advertisement featuring African-American models (Virginia Slims) was significantly more appealing to African-American students than other ethnic groups (p $<$ 0.001). Receptivity to cigarette advertising was to be an important concurrent predictor of past smoking experience and intention to smoke in the future. Adolescents who scored in the fourth quartile of the Index of Receptivity to Cigarette Advertising were 7.54 (95% confidence interval (CI) = 1.92-29.56) times as likely to be susceptible to smoking, and were 4.56 (95% CI = 1.55-13.38) times as likely to have tried smoking, as those who scored in the first quartile of the Index. The findings confirmed the hypothesis that cigarette advertising may be a strong current influence in encouraging adolescents to initiate the smoking uptake process than sociodemographic variables, perceived school performance and family composition. ^

La sociología frente a los nuevos ataques cientificistas

En 2011 Marradi llamó la atención sobre la expansión semántica que han sufrido algunos de los términos más utilizados en las ciencias sociales debido a un complejo de inferioridad respecto a las ciencias físicas. La cascada de los componentes conceptuales de las llamadas ciencias "duras" a la "blandas" es, sin duda, impresionante. Obviamente, el problema no es el mestizaje de las ciencias humanas, sino la substitución del pensamiento mismo con eslóganes, sin reflexionar sobre sus presupuestos epistemológicos y ontológicos. En mi presentación quiero extender el análisis de las consecuencias del complejo de inferioridad en tres direcciones: i. ampliando los referentes (los términos importados), incluyendo a otro término clave de parte de las ciencias sociales: el término indicador; ii. analizando la importancia que tuvo la cuantificación en el desarrollo de la disciplina sociológica, en competición con la disciplina económica para obtener un reconocimiento público; iii. marcando la importancia del éxito de una imagen de ciencia entre el mundo de los que toman decisiones políticas y económicas, que limita las posibilidades de la investigación social

De Las Vegas a Marina D'or. O como llegar desde el New Jornalism norteamericano de Hunter S. Thompson hasta la nueva narrativa española de Robert Juan-Cantavella

La corriente norteamericana llamada 'Nuevo periodismo', nacida en los años sesenta, supuso para la Periodística tradicional de Estados Unidos toda una revolución por la combinación de elementos literarios con otros propios de la investigación periodística. Hunter S. Thompson, autor de Miedo y asco en las Vegas (1971), con su periodismo gonzo, le iba a dar una vuelta más a la propuesta del New Journalism, llevando al extremo el proceso de inmersión, hasta implicarse personalmente en sus reportajes y acogiendo sobre todo influencias narrativas del movimiento Beat de los cincuenta. Casi 35 años después, en El Dorado, Juan-Cantavella hace un paralelismo entre Las Vegas y la ciudad de vacaciones en la costa mediterránea española, Marina D'Or y desarrolla en este ámbito una novela, protagonizada por su alter ego el periodista punk, Escargot. Novela, periodismo, gonzo, ficción, cuento, punk, ensayo, reportaje, 'aportaje', fragmentación discursiva, diálogos, monólogos interiores, descripciones, comunicados, telegramas, emails, notas de prensa, noticias radiofónicas, canciones, eslóganes, todo cabe para recrear géneros, para releer tradiciones periodísticas y literarias, y llegar a construir algo nuevo. Este trabajo analiza este proceso que va desde el periodismo gonzo, de Miedo y asco en Las Vegas a la narrativa española actual de El Dorado. Se ocupa de discernir los recursos literarios de que se sirve el periodista gonzo para construir sus reportajes y las herramientas periodísticas que nutren la 'narrativa punk' de Juan-Cantavella. Un ejemplo singular de simbiosis periodístico-literaria

La sociología frente a los nuevos ataques cientificistas

En 2011 Marradi llamó la atención sobre la expansión semántica que han sufrido algunos de los términos más utilizados en las ciencias sociales debido a un complejo de inferioridad respecto a las ciencias físicas. La cascada de los componentes conceptuales de las llamadas ciencias "duras" a la "blandas" es, sin duda, impresionante. Obviamente, el problema no es el mestizaje de las ciencias humanas, sino la substitución del pensamiento mismo con eslóganes, sin reflexionar sobre sus presupuestos epistemológicos y ontológicos. En mi presentación quiero extender el análisis de las consecuencias del complejo de inferioridad en tres direcciones: i. ampliando los referentes (los términos importados), incluyendo a otro término clave de parte de las ciencias sociales: el término indicador; ii. analizando la importancia que tuvo la cuantificación en el desarrollo de la disciplina sociológica, en competición con la disciplina económica para obtener un reconocimiento público; iii. marcando la importancia del éxito de una imagen de ciencia entre el mundo de los que toman decisiones políticas y económicas, que limita las posibilidades de la investigación social

De Las Vegas a Marina D'or. O como llegar desde el New Jornalism norteamericano de Hunter S. Thompson hasta la nueva narrativa española de Robert Juan-Cantavella

La corriente norteamericana llamada 'Nuevo periodismo', nacida en los años sesenta, supuso para la Periodística tradicional de Estados Unidos toda una revolución por la combinación de elementos literarios con otros propios de la investigación periodística. Hunter S. Thompson, autor de Miedo y asco en las Vegas (1971), con su periodismo gonzo, le iba a dar una vuelta más a la propuesta del New Journalism, llevando al extremo el proceso de inmersión, hasta implicarse personalmente en sus reportajes y acogiendo sobre todo influencias narrativas del movimiento Beat de los cincuenta. Casi 35 años después, en El Dorado, Juan-Cantavella hace un paralelismo entre Las Vegas y la ciudad de vacaciones en la costa mediterránea española, Marina D'Or y desarrolla en este ámbito una novela, protagonizada por su alter ego el periodista punk, Escargot. Novela, periodismo, gonzo, ficción, cuento, punk, ensayo, reportaje, 'aportaje', fragmentación discursiva, diálogos, monólogos interiores, descripciones, comunicados, telegramas, emails, notas de prensa, noticias radiofónicas, canciones, eslóganes, todo cabe para recrear géneros, para releer tradiciones periodísticas y literarias, y llegar a construir algo nuevo. Este trabajo analiza este proceso que va desde el periodismo gonzo, de Miedo y asco en Las Vegas a la narrativa española actual de El Dorado. Se ocupa de discernir los recursos literarios de que se sirve el periodista gonzo para construir sus reportajes y las herramientas periodísticas que nutren la 'narrativa punk' de Juan-Cantavella. Un ejemplo singular de simbiosis periodístico-literaria