O BOCA A BOCA ON-LINE: AS IMPLICAÇÕES DA VOZ DO CONSUMIDOR NA COMUNICAÇÃO DE MERCADO

O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

AR-based Technoself Enhanced Learning Approach to Improving Student Engagement

The emerging technologies have expanded a new dimension of self – ‘technoself’ driven by socio-technical innovations and taken an important step forward in pervasive learning. Technology Enhanced Learning (TEL) research has increasingly focused on emergent technologies such as Augmented Reality (AR) for augmented learning, mobile learning, and game-based learning in order to improve self-motivation and self-engagement of the learners in enriched multimodal learning environments. These researches take advantage of technological innovations in hardware and software across different platforms and devices including tablets, phoneblets and even game consoles and their increasing popularity for pervasive learning with the significant development of personalization processes which place the student at the center of the learning process. In particular, augmented reality (AR) research has matured to a level to facilitate augmented learning, which is defined as an on-demand learning technique where the learning environment adapts to the needs and inputs from learners. In this paper we firstly study the role of Technology Acceptance Model (TAM) which is one of the most influential theories applied in TEL on how learners come to accept and use a new technology. Then we present the design methodology of the technoself approach for pervasive learning and introduce technoself enhanced learning as a novel pedagogical model to improve student engagement by shaping personal learning focus and setting. Furthermore we describe the design and development of an AR-based interactive digital interpretation system for augmented learning and discuss key features. By incorporating mobiles, game simulation, voice recognition, and multimodal interaction through Augmented Reality, the learning contents can be geared toward learner's needs and learners can stimulate discovery and gain greater understanding. The system demonstrates that Augmented Reality can provide rich contextual learning environment and contents tailored for individuals. Augment learning via AR can bridge this gap between the theoretical learning and practical learning, and focus on how the real and virtual can be combined together to fulfill different learning objectives, requirements, and even environments. Finally, we validate and evaluate the AR-based technoself enhanced learning approach to enhancing the student motivation and engagement in the learning process through experimental learning practices. It shows that Augmented Reality is well aligned with constructive learning strategies, as learners can control their own learning and manipulate objects that are not real in augmented environment to derive and acquire understanding and knowledge in a broad diversity of learning practices including constructive activities and analytical activities.

La generazione di modelli tridimensionali densi in ambito architettonico mediante la fotogrammetria digitale

The Italian territory offers a wide range of treasures in the field of Cultural Assets. This is a highly relevant property, which needs an accurate management and preservation performed by appropriate tools, also giving attention to the maintenance and safeguard from risk factors. Nowadays the increasing development of new digital technologies, added by remarkable steps forward got by the subject of Geomatic makes possible an efficient integration among different techniques, helped also by spread of solutions to improve the data import-export and transmission between different devices. The main objective of this thesis is to experience the photogrammetric restitution implemented in a commercial software of digital photogrammetry, in order to generate a dense 3D model of the facade of the Basilica Sant'Apollinare Nuovo in Ravenna. The 1st Chapter, after a general introduction regarding the 3D survey of Cultural Heritage and some considerations linked to the use of digital photogrammetry in this field, is focused to analyze the case of stereoscopic and the monoscopic approach. In particular, it develops the theme of close-range photogrammetry. The 2nd Chapter, exposes the theme of digital images, from color theory until their appearing on the monitor. The 3rd Chapter, develops the case study of the Basilica di Sant'Apollinare Nuovo, the historical, architectural and religious of the same. Also, it is examined the issue of photogrammetry and laser scanning of the case study. The final part of the same chapter, treats the processing of data processing the software Agisoft PhotoScan, in order to generate, by means of Structure from Motion technique, a digital geometric 3D model of the Basilica Facade. The digital model has been scaled on the basis of measurements made on the field. With the software it was possible to accomplish the three phases of the photogrammetric data processing: internal orientation, exterior orientation and restitution.

Role and modulation of maternal transcripts during the first cleavage divisions in bovine embryos

Ce travail porte sur l’identification, la fonction et la régulation des molécules maternelles d’ARNm qui dirigent la compétence développementale juste après la fécondation chez les bovins. Tout d’abord, en utilisant le modèle du temps écoulé jusqu’au premier clivage zygotique et à travers l’évaluation du transcriptome des embryons à 2-cellules, il fut possible de déterminer la signature moléculaire des niveaux extrêmes de compétence au développement et sélectionner des molécules candidates pour des études postérieures. Les résultats ont montré que les embryons de capacité développementale variable diffèrent dans certaines fonctions comme la réparation de l’ADN, le traitement de l’ARN, la synthèse de protéines et l’expression génique définies par des ARNm synthétisés par l’ovocyte. Pour obtenir une confirmation fonctionnelle, une paire de transcrits maternels (l’un détecté dans notre sondage précédent et l’autre étant une molécule reliée) ont été inhibés par « knock-down » dans des ovocytes. Les effets du knock-down de ces facteurs de transcription sont apparus avant la formation des blastocystes dû à une diminution de la capacité au clivage et celle à progresser après le stage de 8-cellules. L’analyse moléculaire des embryons knock-down survivants suggère qu’un de ces facteurs de transcription est un contrôleur crucial de l’activation du génome embryonnaire, qui représente une fenêtre développementale dans l’embryogenèse précoce. Dans la dernièr étude, nous avons testé si les facteurs de transcription d’intérêt sont modulés au niveau traductionnel. Des ARNm rapporteurs couplés à la GFP (Protéine fluorescente) contenant soit la version courte ou la version longue de la séquence 3’-UTR des deux molécules furent injectées dans des zygotes pour évaluer leur dynamique traductionnelle. Les résultats ont montré que les éléments cis-régulateurs localisés dans les 3’-UTRs contrôlent leur synchronisation traductionnelle et suggèrent une association entre la compétence développementale et la capacité de synthèse de ces protéines. Ceci conduit à l’idée que ces facteurs de transcription cruciaux sont aussi contrôlés au niveau traductionnel chez les embryons précoces. Les connaissances acquises ont joué un rôle essentiel pour définir le contrôle potentiel des molécules maternelles sur les embryons au début de leur développement. Cette étude nous montre aussi une utilisation potentielle de cette information ainsi que les nouveaux défis présents dans le secteur des technologies reproductives.

O uso do móbile marketing como estratégia de fidelização de clientes :um estudo e empresas do setor de comércio e serviços em natal-RN

This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process

Flexible Sensor for Wearable Vital Sign Monitoring System

In modern society, the body health is a very important issue to everyone. With the development of the science and technology, the new and developed body health monitoring device and technology will play the key role in the daily medical activities. This paper focus on making progress in the design of the wearable vital sign system. A vital sign monitoring system has been proposed and designed. The whole detection system is composed of signal collecting subsystem, signal processing subsystem, short-range wireless communication subsystem and user interface subsystem. The signal collecting subsystem is composed of light source and photo diode, after emiting light of two different wavelength, the photo diode collects the light signal reflected by human body tissue. The signal processing subsystem is based on the analog front end AFE4490 and peripheral circuits, the collected analog signal would be filtered and converted into digital signal in this stage. After a series of processing, the signal would be transmitted to the short-range wireless communication subsystem through SPI, this subsystem is mainly based on Bluetooth 4.0 protocol and ultra-low power System on Chip(SoC) nRF51822. Finally, the signal would be transmitted to the user end. After proposing and building the system, this paper focus on the research of the key component in the system, that is, the photo detector. Based on the study of the perovskite materials, a low temperature processed photo detector has been proposed, designed and researched. The device is made up of light absorbing layer, electron transporting and hole blocking layer, hole transporting and electron blocking layer, conductive substrate layer and metal electrode layer. The light absorbing layer is the important part of whole device, and it is fabricated by perovskite materials. After accepting the light, the electron-hole pair would be produced in this layer, and due to the energy level difference, the electron and hole produced would be transmitted to metal electrode and conductive substrate electrode through electron transporting layer and hole transporting layer respectively. In this way the response current would be produced. Based on this structure, the specific fabrication procedure including substrate cleaning; PEDOT:PSS layer preparation; pervoskite layer preparation; PCBM layer preparation; C60, BCP, and Ag electrode layer preparation. After the device fabrication, a series of morphological characterization and performance testing has been done. The testing procedure including film-forming quality inspection, response current and light wavelength analysis, linearity and response time and other optical and electrical properties testing. The testing result shows that the membrane has been fabricated uniformly; the device can produce obvious response current to the incident light with the wavelength from 350nm to 800nm, and the response current could be changed along with the light wavelength. When the light wavelength keeps constant, there exists a good linear relationship between the intensity of the response current and the power of the incident light, based on which the device could be used as the photo detector to collect the light information. During the changing period of the light signal, the response time of the device is several microseconds, which is acceptable working as a photo detector in our system. The testing results show that the device has good electronic and optical properties, and the fabrication procedure is also repeatable, the properties of the devices has good uniformity, which illustrates the fabrication method and procedure could be used to build the photo detector in our wearable system. Based on a series of testing results, the paper has drawn the conclusion that the photo detector fabricated could be integrated on the flexible substrate and is also suitable for the monitoring system proposed, thus made some progress on the research of the wearable monitoring system and device. Finally, some future prospect in system design aspect and device design and fabrication aspect are proposed.

Avaliação de sensores de baixo custo e de métodos de referência para a monitorização da qualidade do ar

A crescente urbanização global tem como consequência o aumento dos níveis de poluentes na atmosfera e a respetiva deterioração da qualidade do ar. O controlo da poluição atmosférica e monitorização da qualidade do ar são passos fundamentais para implementar estratégias de redução e estimular a consciência ambiental dos cidadãos. Com este intuito, existem várias técnicas e tecnologias que podem ser usadas para monitorizar a qualidade do ar. A utilização de microsensores surge como uma ferramenta inovadora para a monitorização da qualidade do ar. E, apesar dos desempenhos dos microsensores permitirem uma nova estratégia, resultando em respostas rápidas, baixos custos operacionais e eficiências elevadas, que não podem ser alcançados apenas com abordagens convencionais, ainda é necessário aprofundar o conhecimento a fim de integrar estas novas tecnologias, particularmente quanto à verificação do desempenho dos sensores comparativamente aos métodos de referência em campanhas experimentais. Esta dissertação, desenvolvida no Instituto do Ambidente e Desenvolvimento em forma de estágio, teve como objetivo a avaliação do desempenho de sensores de baixo custo comparativamente com os métodos de referência, tendo como base uma campanha de monitorização da qualidade do ar realizada no centro de Aveiro durante 2 semanas de outubro de 2014. De forma mais específica pretende-se perceber até que ponto se podem utilizar sensores de baixo custo que cumpram os requisitos especificados na legislação e as especificidades das normas, estabelecendo assim um protocolo de avaliação de microsensores. O trabalho realizado passou ainda pela caracterização da qualidade do ar no centro de Aveiro para o período da campanha de monitorização. A aplicação de microsensores eletroquímicos, MOS e OPC em paralelo com equipamento de referência neste estudo de campo permitiu avaliar a fiabilidade e a incerteza destas novas tecnologias de monitorização. Com este trabalho verificou-se que os microsensores eletroquímicos são mais precisos comparativamente aos microsensores baseados em óxidos metálicos, apresentando correlações fortes com os métodos de referência para diversos poluentes. Por sua vez, os resultados obtidos pelos contadores óticos de partículas foram satisfatórios, contudo poderiam ser melhorados quer pelo modo de amostragem, quer pelo método de tratamento de dados aplicado. Idealmente, os microsensores deveriam apresentar fortes correlações com o método de referência e elevada eficiência de recolha de dados. No entanto, foram identificados alguns problemas na eficiência de recolha de dados dos sensores que podem estar relacionados com a humidade relativa e temperaturas elevadas durante a campanha, falhas de comunicação intermitentes e, também, a instabilidade e reatividade causada por gases interferentes. Quando as limitações das tecnologias de sensores forem superadas e os procedimentos adequados de garantia e controlo de qualidade possam ser cumpridos, os sensores de baixo custo têm um grande potencial para permitir a monitorização da qualidade do ar com uma elevada cobertura espacial, sendo principalmente benéfico em áreas urbanas.

Avaliação de sensores de baixo custo e de métodos de referência para a monitorização da qualidade do ar

A crescente urbanização global tem como consequência o aumento dos níveis de poluentes na atmosfera e a respetiva deterioração da qualidade do ar. O controlo da poluição atmosférica e monitorização da qualidade do ar são passos fundamentais para implementar estratégias de redução e estimular a consciência ambiental dos cidadãos. Com este intuito, existem várias técnicas e tecnologias que podem ser usadas para monitorizar a qualidade do ar. A utilização de microsensores surge como uma ferramenta inovadora para a monitorização da qualidade do ar. E, apesar dos desempenhos dos microsensores permitirem uma nova estratégia, resultando em respostas rápidas, baixos custos operacionais e eficiências elevadas, que não podem ser alcançados apenas com abordagens convencionais, ainda é necessário aprofundar o conhecimento a fim de integrar estas novas tecnologias, particularmente quanto à verificação do desempenho dos sensores comparativamente aos métodos de referência em campanhas experimentais. Esta dissertação, desenvolvida no Instituto do Ambidente e Desenvolvimento em forma de estágio, teve como objetivo a avaliação do desempenho de sensores de baixo custo comparativamente com os métodos de referência, tendo como base uma campanha de monitorização da qualidade do ar realizada no centro de Aveiro durante 2 semanas de outubro de 2014. De forma mais específica pretende-se perceber até que ponto se podem utilizar sensores de baixo custo que cumpram os requisitos especificados na legislação e as especificidades das normas, estabelecendo assim um protocolo de avaliação de microsensores. O trabalho realizado passou ainda pela caracterização da qualidade do ar no centro de Aveiro para o período da campanha de monitorização. A aplicação de microsensores eletroquímicos, MOS e OPC em paralelo com equipamento de referência neste estudo de campo permitiu avaliar a fiabilidade e a incerteza destas novas tecnologias de monitorização. Com este trabalho verificou-se que os microsensores eletroquímicos são mais precisos comparativamente aos microsensores baseados em óxidos metálicos, apresentando correlações fortes com os métodos de referência para diversos poluentes. Por sua vez, os resultados obtidos pelos contadores óticos de partículas foram satisfatórios, contudo poderiam ser melhorados quer pelo modo de amostragem, quer pelo método de tratamento de dados aplicado. Idealmente, os microsensores deveriam apresentar fortes correlações com o método de referência e elevada eficiência de recolha de dados. No entanto, foram identificados alguns problemas na eficiência de recolha de dados dos sensores que podem estar relacionados com a humidade relativa e temperaturas elevadas durante a campanha, falhas de comunicação intermitentes e, também, a instabilidade e reatividade causada por gases interferentes. Quando as limitações das tecnologias de sensores forem superadas e os procedimentos adequados de garantia e controlo de qualidade possam ser cumpridos, os sensores de baixo custo têm um grande potencial para permitir a monitorização da qualidade do ar com uma elevada cobertura espacial, sendo principalmente benéfico em áreas urbanas.

Assessment of faculty training program for the use of e-learning platforms: analysis of current use

5th International Conference on Education and New Learning Technologies (Barcelona, Spain. 1-3 July, 2013)

Los nuevos movimientos sociales, el uso de las TIC y su impacto social

El siguiente trabajo es el resultado una revisión sobre los Nuevos movimientos sociales y el uso de las nuevas tecnologías, vistos a la luz de la filosofía política. Esta reflexión parte de los resultados obtenidos en la tesis doctoral sobre “Nuevos movimientos sociales y uso de las TIC. Estudio de casos” presentada en la Universidad Complutense de Madrid en el doctorado de Comunicación, Cambio Social y Desarrollo. Si bien estos movimientos han existido desde hace mucho tiempo, las nuevas tecnologías digitales permiten la visualización, expansión y divulgación mayor de sus agendas y propuestas. El “saber hacer” de estos nuevos movimientos y su capacidad de transformación social, son expresión de un marco de estrategias diferentes a las propuestas por los grupos tradicionales enmarcados en los partidos políticos. Las metodologías de acción civil requieren de un flujo natural de la información, que los partidos políticos no pueden reproducir. Los recursos simbólicos y las expresiones de sentimientos y emociones, saltan a la palestra del juego social configurando un nuevo lenguaje, una manera distinta de ser. Más allá de la implicaciones mediáticas y políticas, hay un trasfondo en términos de cambio social profundo.

Character, Audience Agency and Trans-Media Drama

Changes in the television industry with regards to the development of new media technologies are having a significant impact on audience engagement with television drama. This article explores how the internet is being used to extend audience engagement onto platforms other than the television set to the point where television drama should increasingly be reconsidered as trans-media drama. However audience engagement with the various elements of a trans-media drama text is complex. By exploring audience attitudes towards character in the British television series Spooks and its associated online games, this article argues that in an increasingly converged media landscape audiences transfer values between platforms. Consequently the audience's perception of control in relation to their engagement with a trans-media drama text such as Spooks becomes complicated with values associated with television proving key to their engagement with the same fictional world in the form of games.

Geography, History and Natural Sciences: an interdisciplinary teaching approach with GIS

Geographic Information System (GIS) is a technology that deals with location to support better representations and decision making. It has a long tradition in several planning areas, such as urbanism, environment, riskiness, transportation, archeology or tourism. In academics context higher education has followed that evolution. Despite of their potentialities in education, GIS technologies at the elementary and secondary have been underused. Empowering graduates to learn with GIS and to manipulate spatial data can effectively facilitate the teaching of critical thinking. Likewise it has been recognized that GIS tools can be incorporated as an interdisciplinary pedagogical tool. Nevertheless more practical examples on how GIS tools can enhance teaching and learning process, namely to promote interdisciplinary approaches. The proposed paper presents some results obtained from the project “Each thing in its place: the science in time and space”. This project results from the effort of three professors of Geography, History and Natural Sciences in the context of Didactics of World Knowledge curricular unit to enhance interdisciplinarity through Geographic Information Technologies (GIT). Implemented during the last three years this action-research project developed the research practice using GIS to create an interdisciplinary attitude in the future primary education teachers. More than teaching GIS the authors were focused on teaching with GIS to create an integrated vision where spatial data representation linked the space, the time and natural sciences. Accumulated experience reveals that those technologies can motivate students to learn and facilitating teacher’s interdisciplinary work.

Assessment and Life-Cycle Analysis of Recycled Materials for Sustainable Highway

Recycled materials replacing part of virgin materials in highway applications has shown great benefits to the society and environment. Beneficial use of recycled materials can save landfill places, sparse natural resources, and energy consumed in milling and hauling virgin materials. Low price of recycled materials is favorable to cost-saving in pavement projects. Considering the availability of recycled materials in the State of Maryland (MD), four abundant recycled materials, recycled concrete aggregate (RCA), recycled asphalt pavement (RAP), foundry sand (FS), and dredged materials (DM), were studied. A survey was conducted to collect the information of current usage of the four recycled materials in States’ Department of Transportation (DOTs). Based on literature review, mechanical and environmental properties, recommendations, and suggested test standards were investigated separately for the four recycled materials in different applications. Constrains in using these materials were further studied in order to provide recommendations for the development of related MD specifications. To measure social and environmental benefits from using recycled materials, life-cycle assessment was carried out with life-cycle analysis (LCA) program, PaLATE, and green highway rating system, BEST-in-Highway. The survey results indicated the wide use of RAP and RCA in hot mix asphalt (HMA) and graded aggregate base (GAB) respectively, while FS and DM are less used in field. Environmental concerns are less, but the possibly low quality and some adverse mechanical characteristics may hinder the widely use of these recycled materials. Technical documents and current specifications provided by State DOTs are good references to the usage of these materials in MD. Literature review showed consistent results with the survey. Studies from experimental research or site tests showed satisfactory performance of these materials in highway applications, when the substitution rate, gradation, temperature, moisture, or usage of additives, etc. meet some requirements. The results from LCA revealed significant cost savings in using recycled materials. Energy and water consumption, gas emission, and hazardous waste generation generally showed reductions to some degree. Use of new recycled technologies will contribute to more sustainable highways.

A tecnologia no ensino da interpretação

Tese de Mestrado em Tradução e Interpretação Especializadas Área Científica de Línguas e Culturas