COMUNICA����O E INOVA����O EM PORTAIS CORPORATIVOS Os casos da Embraer, Natura, Faber-Castell e Rigesa

O trabalho analisa a rela����o entre Comunica����o e Inova����o nos Portais Corporativos das empresas Embraer, Natura, Faber-Castell e Rigesa. Ou seja, como essas institui����es inovam em suas comunica����es no meio on-line e como divulgam o conte��do sobre Inova����o. Estas empresas foram selecionadas como corpus central da pesquisa por estarem entre as mais inovadoras do Brasil, de acordo com a primeira vers��o do ��ndice Brasil de Inova����o de 2007. A metodologia central para o desenvolvimento do projeto �� a de Estudos de Caso M��ltiplos, a partir da qual foi feita a compara����o da comunica����o digital por meio dos portais corporativos. Tamb��m s��o utilizados os recursos da An��lise de Conte��do e da An��lise do Discurso. A proposta inclui tamb��m o exame da utiliza����o das Tecnologias da Informa����o e Comunica����o para a veicula����o de informa����es institucionais e sobre Inova����o por meio das Salas de Imprensa. E ainda, s��o destacadas as caracter��sticas dos profissionais respons��veis pela gest��o dos portais corporativos. Os resultados da pesquisa evidenciam que h�� uma contradi����o entre as empresas serem inovadoras em produtos e processos, mas n��o no planejamento, gest��o, arquitetura e divulga����o da imagem institucional e de informa����es sobre inova����o por meio dos portais corporativos. Revela ainda um nicho de mercado que precisa de profissionais especializados.(AU)

Divulga����o Cient��fica na Revista Ci��ncia Hoje das Crian��as

Esta pesquisa trata da revista Ci��ncia Hoje das Crian��as, editada pela Sociedade Brasileira para o Progresso da Ci��ncia (SBPC), e coloca em quest��o as especificidades da linguagem utilizada pela revista para a divulga����o cient��fica. A amostra utilizada �� composta pelas edi����es publicadas no ano de 2008. O objetivo da pesquisa �� identificar os recursos utilizados pela revista para adequa����o da linguagem cient��fica para a linguagem coloquial, acess��vel ao p��blico leigo. A metodologia utilizada para desenvolvimento da pesquisa tem vi��s qualitativo e adota os recursos da pesquisa bibliogr��fica, documental, entrevistas e an��lise de discurso da Escola Francesa. Constata-se que a revista busca contemplar com seus artigos todas as ��reas do conhecimento, o que garante ao leitor a possibilidade de ampliar a vis��o sobre o mundo cient��fico. Para constru����o da mensagem em linguagem acess��vel, identifica-se que a revista recorre �� utiliza����o de desenhos, fotos, cores, tipografia, met��foras, analogias e estrutura textual organizada, principalmente, em forma de narra����o.(AU)

A COMUNICA����O ORGANIZACIONAL INTERNA E O AMBIENTE VIRTUAL: NOVAS TEND��NCIAS

Esta tese trata do impacto nas Comunica����es Internas das Organiza����es em rela����o �� virtualidade e teve como objetivo descrever e analisar as mudan��as ocorridas na comunica����o interna das organiza����es privadas com o advento das tecnologias. Para atingir nosso objetivo fizemos uso da pesquisa bibliogr��fica, partindo do exame das teorias comunicacionais dispon��veis e dos recursos t��cnicos inerentes �� comunica����o e ��s tecnologias da informa����o aplicadas �� organiza����o. Estabelecemos a converg��ncia em rela����o ��s tend��ncias e efeitos que poder��o ser observados, por meio de um di��logo com especialistas da ��rea Comunicacional atrav��s de um estudo qualitativo, onde fizemos uso da metodologia do Painel Delphi com o intuito de descrevermos e analisarmos as mudan��as ocorridas nos meios, analisarmos seus impactos e tra��armos um cen��rio futuro em rela����o �� utiliza����o das tecnologias da informa����o e comunica����o no ambiente organizacional interno. Os resultados de nossa pesquisa demonstraram que a comunica����o interna organizacional dever�� ser intensamente mediada por computador, mas n��o se limitar�� a ele, justamente pela realidade e condi����o cultural de cada organiza����o, um mix comunicacional (com ve��culos tradicionais e virtuais) dever�� ser a condi����o mais l��gica para uma comunica����o eficiente, uma vez que abrange todo o tipo de p��blico e formato de mensagens.

Comunica����o Corporativa, Marketing & Pol��tica Cultural - Brasil & Espanha-

A tese apresenta um estudo comparativo entre a atua����o das organiza����es p��blicas e privadas do Brasil e, as caixas de poupan��a e as empresas privadas da Espanha, no que concerne �� pol��tica de marketing cultural e suas estrat��gias de comunica����o corporativa, tendo como pano de fundo os recursos incentivados pelos governos atrav��s das leis de isen����o fiscal. Com dois objetivos principais, procurou-se identificar, primeiramente, a parceria entre o Estado e as companhias na promo����o da cultura. O segundo e principal intuito foi descobrir as m��ltiplas estrat��gias de visibilidade cultural no mundo corporativo atrav��s da comunica����o e do marketing. Al��m disso, se verificou os reflexos dessa rela����o na responsabilidade social corporativa e na reputa����o, como tamb��m, no mercado cultural. O trabalho foi pautado, principalmente, na an��lise de conte��do qualitativa por emparelhamento e ainda na AIM- Auditoria de Imagem na M��dia. Ao final, conclui-se que embora as leis de isen����o sejam divergentes nos dois pa��ses, o comportamento das companhias �� similar tanto no que concerne aos investimentos em cultura, como no que se refere ��s estrat��gias de comunica����o. Contudo, no Brasil o dinheiro �� quase, majoritariamente, vindo da ren��ncia fiscal do Estado, enquanto que na Espanha vem das pr��prias organiza����es.

COMUNICA����O EMPRESARIAL, INTERATIVIDADE E REDES SOCIAIS: ESTUDO DE CASO DA EMBRAPA SOLOS

Esta pesquisa tem o objetivo de analisar como a interatividade e a transpar��ncia passaram a ser os novos paradigmas da comunica����o empresarial e a forma como as empresas est��o lidando com esta nova realidade, manifestada com o surgimento e prolifera����o das redes sociais. N��o apenas a comunica����o corporativa, mas o marketing e o atendimento ao cliente foram profundamente afetados pela Web 2.0 e este trabalho procura fazer uma reflex��o deste novo momento, ao optar por um estudo qualitativo, onde foram aplicados question��rios estruturados e semi-estruturados, al��m da observa����o participante. Trata-se de um estudo de caso na Embrapa Solos, o primeiro centro de pesquisa da Empresa Brasileira de Pesquisa Agropecu��ria a implantar blogs corporativos quando pouco se falava no assunto. Nos ��ltimos cinco anos, desde que os primeiros posts foram publicados, muita coisa mudou na delicada balan��a de poder x informa����o/ empresa x consumidor. Este estudo conclui que apesar dos avan��os que os blogs proporcionaram n��o s�� �� Embrapa Solos, mas em outras empresas que adotaram esta e outras redes sociais, ainda h�� um longo caminho a ser percorrido, de horizontaliza����o de estruturas e real democratiza����o da informa����o.

JORNALISMO LITER��RIO A SERVI��O DA IMPRENSA ALTERNATIVA: Contribui����es

Com car��ter propositivo, este estudo interliga duas ��reas aparentemente sem conex��es do campo jornal��stico: jornalismo liter��rio e imprensa alternativa. Visa verificar poss��veis contribui����es das t��cnicas liter��rias para o aprofundamento qualitativo das reportagens nos ve��culos alternativos, no sentido de uma maior colabora����o para o di��logo social e o protagonismo humano. Utilizando-se de pesquisa bibliogr��fica e documental, ancora-se na hip��tese de que o JL pode auxiliar a imprensa alternativa a humanizar os personagens de suas narrativas, recorrendo a exemplos inspiradores de jornalismo liter��rio na pr��tica, em diferentes suportes, antes de efetuar a conflu��ncia entre recursos liter��rios e reportagens de duas publica����es alternativas reconhecidas nacionalmente na atualidade o jornal Brasil de Fato e a revista Caros Amigos -, por meio de an��lise de conte��do. Conclui que a contribui����o do jornalismo liter��rio para a imprensa alternativa �� poss��vel tendo como sustenta����o os pilares da imers��o do rep��rter na realidade e da humaniza����o.

Proposta arquitet��nica para o Centro de Treinamento dos Servidores do IFRN com base nos fatores de desempenho energ��tico.

In recent years, as part of the expansion process of its activities, the Instituto Federal de Educa����o, Ci��ncia e Tecnologia do Rio Grande do Norte ��� IFRN (Federal Institute for Education, Science and Technology of the State of Rio Grande do Norte ��� IFRN) detected the need to hire more employees for the institution. This expansion process, a policy of the Federal Government, together with the increase of human resources, required the construction of an adequate facility in the municipality of S��o Gon��alo do Amarante-RN, for training and qualification and as a means of better enabling its personnel. Along with this policy, the Federal Government is also deeply concerned that its buildings be environmentally friendly. This study deals with this subject matter, as it develops an architectural design of a public building with an emphasis upon the reduction of energy consumption, through the study of energy performance factors such as defined by Carneiro (1988) and adapted by the author of the present study. It is known that residential, commercial and public buildings represent about 45 % of energy consumption in Brazil. That is why it is necessary to consider the reduction of such consumption in buildings, as well as the role that professionals, especially architects, play in this issue. The most effective participation in this regard in the field of architecture occurs in the design phase. However, the architectural solution proposed here goes beyond the energy performance factors, since it also involves other aspects, such as the definition of the concept, the parti and the spatial solution itself. In this sense, the architectural project of the Centro de Treinamento dos Servidores do IFRN - CTSIFRN (Training Center for IFRN Personnel ��� CTSFIRN) is particularly fitting as a subject for research at the Professional Master Program at PPGAU/UFRN, which is devoted to research on architecture, design and the environment.

Programa Nacional de Incentivo �� Leitura - PROLER: avalia����o da implementa����o pelo Comit�� Potiguar

The National Reading Incentive Program (PROLER) is a national initiative to promote and encourage reading throughout the country, linked to the National Library Foundation (FBN) of the Ministry of Culture (MinC). This research aims to assess the PROLER���s implementation process in the state of Rio Grande do Norte, from the actions of their local committee. The framework is based on contextualize the policies that seek to encourage the book and reading, as well as the processes of implementation and evaluation of public policies. The research is understood as a qualitative descriptive-exploratory study, comprising a single case study. Makes use of semi-structured interview as a tool for data collection, which was attended by 8 members of Potiguar Committee as respondents. The techniques of bibliographical and documentary analysis were used for the analysis and discussion of data obtained from surveys and documents on PROLER; as to the content of the interviews, the technique used was the analysis of conversations. As for the results, the existence of four barriers to program implementation in the state that are worth mentioning is observed: a) the political-administrative discontinuity; b) the limited resources and few partnerships; c) the management of school libraries and absence from the post of librarian in the state and; d) the absence of a process or assessment tool able to evaluate the results or the impacts of actions taken by the Potiguar Committee. It was noticed that these limiting four come PROLER making the implementation of the Rio Grande do Norte a process that, although complying with the national regulations of teacher training and follow school libraries and their needs, not flawed to develop assessments that can measure program impacts, making the feedback process of ineffective policy. Another observation of this study is seen in the fact that the Committee did not get enough to supply their shares resources, as well as not being able to articulate new partnerships, thus contributing negatively to the scope of the program form and, consequently, for the effectiveness of their actions. Has even mentioning the fact that the Committee do nothing regarding the mismanagement of the libraries that are in their care, ie, do not use the power of coercion as guaranteed by the National Policy on Reading and federal laws that treat the school library, and is therefore ineffective in relation to compliance with the program guidelines

Arquitetura bioclim��tica para institui����o de ensino fundamental em S��o Gon��alo do Amarante/RN

In the design of a building process must consider climatic variations in the region, the external conditions and the use of available resources in nature, like the sun, vegetation, rain and winds, to provide a built environment with comfort and environment reduced energy expenditure. However, increasing urbanization, often with an occupancy of disordered ground comes disregarding this knowledge and disregarding local characteristics, drastically reducing the green areas. This disordered occupation associated with the reduction of green spaces, is modifying aspects of climate and thus, damaging the thermal comfort of users. Given this situation was born the question: What projetuais strategies can bring better thermal conditions to an educational building located in a region of hot and humid weather? Thus, faced with two important issues , education and environmental comfort , the research is justified by the fact that there is a large national demand for expansions and renovations in its public schools , but not in most areas provides students with quality for good learning development. This paper aims to draw up a project for establishment of Primary Education with the application of the concepts of bioclimatic, highlighting the use of vegetation as a regulatory element of the climate. Initially we carried out a literature search; we analyzed architectural solutions and set up the site. The next phases, called understanding, were raised with the laws, rules and environmental restrictions. Subsequently, the program needs and the development of architectural design was defined. The conclusion of this paper presents the definition of criteria and solutions for the use of vegetation to design of bioclimatic architecture in hot and humid climates and contributes a catalog of plant species for schools in the metropolitan region of Natal, RN.

Amplia����o do Setor de Aulas Te��ricas IV - UFRN: proposta arquitet��nica baseada no conceito da flexibilidade e adaptabilidade, utilizando os par��metros de conforto ambiental

In recent years, the Universidade Federal do Rio Grande do Norte (UFRN) has come through an intense process of expansion, common for the Institui����es Federais de Ensino Superior (IFES) - Higher Education Institutions ��� since the implantation of the Programa de Reestrutura����o e Expans��o das Universidades Federais (REUNI), a program of restructuring and expansion of the federal universities. The incentives made at UFRN can be seen into the expansion of the fields of teaching, research and extension, besides hiring human resources and adaptation / expansion of physical spaces. The focus of the UFRN at the technological area through the project (REUNI) has reflected in a significant expansion of the physical structure of the Center of Technology, area where the section of classes IV remains being the main set of rooms that supports the demand of the courses in the technological area, in which highlights the lack of classrooms. In this sense, the work presented here, proposes an architectural blueprint for expanding the physical space of this sector, based in this main parameters: (i) the spatial flexibility that attends the varying numbers of students per class; (ii) the environmental comfort, using the parameters and guidelines constructive for the Bioclimatic Zone 8; (iii) the requirements contained in the rules of ABNT NBR 9050:2004, 9077:2001 and NBR NBR 15220-3:2003. The architectural proposal used the maximum template allowed by the UFRN Central Campus Master Plan, four floors, considering the existing building (area equal to 7413.95 m��) as the ground floor and the extension proposed distributed on three floors, with an area of around 2,535, 00 m�� each, making up a total of 7602.65 m�� of total area built

��cones urbanos na cidade de Natal: arquitetura e desenvolvimento urbano na cidade do sol e mar

Natal has come through major changes in the last 150 years, since the actions of city beautification, in the 19th century, until the present day, when such transformations start to have the objective of including the city in the competition for the attraction of the capital flows and consumption, domestically and in a foreign sense. It is thought that the first initiatives aimed at increasing tourism in Natal occurred in the 1960s, however, it became apparent that only from the 1980s was there a significant increase in tourist activities in Natal and the Metropolitan Region, especially on the east coast of the state of Rio Grande do Norte, leading to an expansion of the labour market, the significant increase of foreign investment, territorial changes of great impact and the production of buildings primarily intended for the hotel industry and second residence for European tourists. Since then, the incentives for tourist activity in the state have been maintained and even increased, based on tourism aimed at natural beauties, local cuisine and events, which transformed the tourist activity in one of the main sources of foreign exchange for the city of Natal. In the early 21st century, the construction of high-rise condominiums, monuments (including the designer ones), such as the Parque da Cidade, designed by Oscar Niemeyer, were already established. Also, shopping centers and, in order to host the World Cup, the new football stadium, the Arena das Dunas, among others, which were aimed at local and foreign consumers, especially European, stood out in the city. It is understood that these new buildings, monuments and also renovations and restorations that were deployed in the city of Natal aimed at constructing a new identity for the city, within the process of capitalist development and urban spectacle. It is considered that the monuments and the iconic buildings are attributes of the cities aimed at selling locations as goods, establishing a new urban environment, a new role as cities, which aimed at seeking greater autonomy from the nation-state. In this research, it was sought to analyze the architectural object, that is, buildings and monuments built or restored in Natal and its relevance to the city marketing promoted by the city itself. It was found that, indeed, such buildings and monuments are inserted in contemporary architectural production as a basis for increasing the competitive nature of Natal. In addition, they reveal a capitalist mode of production, supported by public resources, operating in the production of urban space with a view to repeating the hegemonic model of a competitive city

Alinhamento estrat��gico da TI: o caso da UFRN

It is considered that the Strategic Alignment IT is the first step within the IT Governance process for any institution. Taking as initial point the recognition that the governance corporate has an overall view of the organizations, the IT Governance takes place as a sub-set responsible for the implementation of the organization strategies in what concerns the provision of the necessary tools for the achievement of the goals set in the Institutional Development Plan. In order to do so, COBIT specifies that such Governance shall be built on the following principles: Strategic Alignment, Value Delivery, Risk Management, Performance Measurement. This paper aims at the Strategic Alignment, considered by the authors as the foundation for the development of the entire IT Governance core. By deepening the technical knowledge of the management system development, UFRN has made a decisive step towards the technical empowerment needed to the ���Value Delivery���, yet, by perusing the primarily set processes to the ���Strategic Alignment���, gaps that limited the IT strategic view in the implementation of the organizational goals were found. In the qualitative study that used documentary research with content analysis and interviews with the strategic and tactical managers, the view on the role of SINFO ��� Superintend��ncia de Inform��tica was mapped. The documentary research was done on public documents present on the institutional site and on TCU ��� Tribunal de Contas da Uni��o ��� documents that map the IT Governance profiles on the federal public service as a whole. As a means to obtain the documentary research results equalization, questionnaires/interviews and iGovTI indexes, quantitative tools to the standardization of the results were used, always bearing in mind the usage of the same scale elements present in the TCU analysis. This being said, similarly to what the TCU study through the IGovTI index provides, this paper advocates a particular index to the study area ��� SA (Strategic Alignment), calculated from the representative variables of the COBIT 4.1 domains and having the representative variables of the Strategic Alignment primary process as components. As a result, an intermediate index among the values in two adjacent surveys done by TCU in the years of 2010 and 2012 was found, which reflects the attitude and view of managers towards the IT governance: still linked to Data Processing in which a department performs its tasks according to the demand of the various departments or sectors, although there is a commission that discusses the issues related to infrastructure acquisition and systems development. With an Operational view rather than Strategic/Managerial and low attachment to the tools consecrated by the market, several processes are not contemplated in the framework COBIT defined set; this is mainly due to the inexistence of a formal strategic plan for IT; hence, the partial congruency between the organization goals and the IT goals.

Fatores que influenciam a predisposi����o dos usu��rios em aderir a uma pol��tica de seguran��a da informa����o

The information constitutes one of the most valuable strategic assets for the organization. However, the organizational environment in which it is inserted is very complex and heterogeneous, making emerging issues relevant to the Governance of information technology (IT) and Information Security. Academic Studies and market surveys indicate that the origin of most accidents with the information assets is the behavior of people organization itself rather than external attacks. Taking as a basis the promotion of a culture of safety among users and ensuring the protection of information in their properties of confidentiality, integrity and availability, organizations must establish its Information Security Policy (PSI). This policy is to formalise the guidelines in relation to the security of corporate information resources, in order to avoid that the asset vulnerabilities are exploited by threats and can bring negative consequences to the business. But, for the PSI being effective, it is required that the user have readiness to accept and follow the procedures and safety standards. In the light of this context, the present study aims to investigate what are the motivators extrinsic and intrinsic that affect the willingness of the user to be in accordance with the organization's security policies. The theoretical framework addresses issues related to IT Governance, Information Security, Theory of deterrence, Motivation and Behavior Pro-social. It was created a theoretical model based on the studies of Herath and Rao (2009) and D'Arcy, Hovav and Galletta (2009) that are based on General Deterrence Theory and propose the following influencing factors in compliance with the Policy: Severity of Punishment, Certainty of Detection, Peer Behaviour, Normative Beliefs, Perceived Effectiveness and Moral Commitment. The research used a quantitative approach, descriptive. The data were collected through a questionnaire with 18 variables with a Likert scale of five points representing the influencing factors proposed by the theory. The sample was composed of 391 students entering the courses from the Center for Applied Social Sciences of the Universidade Federal do Rio Grande do Norte. For the data analysis, were adopted the techniques of Exploratory Factor Analysis, Analysis of Cluster hierarchical and nonhierarchical, Logistic Regression and Multiple Linear Regression. As main results, it is noteworthy that the factor severity of punishment is what contributes the most to the theoretical model and also influences the division of the sample between users more predisposed and less prone. As practical implication, the research model applied allows organizations to provide users less prone and, with them, to carry out actions of awareness and training directed and write Security Policies more effective.

Representa����es arquitet��nicas na concep����o projetual: um estudo com arquitetos e urbanistas do Rio Grande do Norte

The architect materializes his ideas using architectural representations that acts differently during the design process, as instrument that expresses his creatives ideas, as communication between the designer and the client, or as project documentation for its execution (DURAND, 2003). In this paper, it���s been discussed the connexion between the architectural representations and the design process, in a professional context, focusing on representation as an aid to conception. The general aim is to understand the role of architectural representations in the design process by identifying ways of appropriation of their types and resources. The investigation was developed through the theoretical and conceptual studies about the mentioned themes, and the empirical and qualitative research, with architects from the state of Rio Grande do Norte, Brazil, which was developed in two stages: the first one, by filling an electronic form, and the second one, by case studies through execution of design exercises. The results of indirect research showed that the majority of architects and urbanists believes that the way it use the types and representation resources may interfere in design concept. And, after the completion of the case studies, was showed that, motivated by different design conditions, most designers has used the representations differently, which is reflected in different design conceptions.

Repercuss��o da integra����o de conte��dos das disciplinas nos trabalhos finais de gradua����o de CAU-UFRN (2003 a 2010)

The changes in the teaching of Architecture in Brazilian Universities, from the 1990s onwards, with the upgrading of the Architecture project as an object of research and scientific knowledge and more specifically, the adoption by the Architecture and Urbanism Course (CAU) from the Federal University of Rio Grande do Norte (UFRN) of the principle of content integration of the disciplines, aroused the interest in research on issues related to the Design process and the teaching of design in this context. After 20 years of its implementation and recognized as being a major step forward in teaching the teaching/learning process, the integration is the central focus of this research, which will seek to identify changes in the teaching design and its refutation in projects developed by students at the end of their course. In general, it is understood that the need to integrate knowledge from diverse areas of Architect���s professional activity, who seeks through an exercise of summary, identify solutions to the issues involved in a project. On the assumption that the integration of content of disciplines fosters the teaching/learning of Architecture project, which can be evident in the Final Course Assignment (FCA), it becomes necessary to understand, in the light of theories of education, such as the principles of curriculum organization, such as interdisciplinarity and multidisciplinarity, transdisciplinarity and transversality are related to the term integration, is more understood and disseminated among the professors of the Architecture courses. The object of this study is consequently the relationship between the integration of subject content and Architecture projects developed by students from CAU-UFRN, in the context of Final Graduation projects (FCAs) completed in the period of duration of the Teaching Project A5-from 2003. The study has the main objective of investigating to what extent the integration of disciplinary content affects the development of the Final Assignment of UFRN, from the analysis of drawings and texts of the projects of the learners and the testimonies of teachers and undergraduate students. From a methodological point of view, the research ���Architecture, Project and Knowledge Production: Academic Production ��� FCAs, Thesis and dissertations in PA/Brazil��� carried out by the PROJETAR/UFRN team has been adopted as the basis for the construction of the analytical instruments. In order to identify aspects of their experience by various actors which were not recorded in FCA, electronic forms were applied between teachers and students, through the internet. The integration of subject content based Teaching Project of CAU-UFRN institutionalises the interdisciplinarity, organizing the curriculum by thematic semesters, in which the disciplines work the same focus and at the same site. The integrated work which derives from there tries to articulate the content of each discipline of the period and represents a general practice and has been evaluated by teachers and students, and considered as a facilitator of the teaching/learning process. The analysis of the data collected from the textual content and graphic of the sample of FCAs of CAU-UFRN suggests that the content of the various areas of knowledge are assimilated by the student and used as a resource for the design and development of Architecture projects. In other words, there is in the end product of the students record of the integration of content, whether in speech or in drawing, reaffirming the importance of the convergence of various knowledge in the Architectonic project. However, the integration of content from the point of view of their articulation and operationalization, which involves teachers and students in the same period, has as a condition sine qua non for the success of this educational principle, the provision of these to work as part of a team, for the dialogic practice, which creates areas of intersection not only between disciplines, but between the knowledge of each of the participants.