A integração de conteúdo jornalístico à publicidade: trocas simbólicas entre as marcas Petrobras e Superinteressante

A trabalho examina o discurso contido nos anúncios institucionais da empresa estatal brasileira Petrobras. O material analisado compreende anúncios veiculados entre os anos de 2006 e 2007 na revista Superinteressante, publicada pela editora Abril. Objetivou-se identificar as novas formas de manipulação da informação e como ocorrem as trocas simbólicas na apropriação do conteúdo jornalístico pela publicidade. Para tanto, empregou-se a metodologia de Análise de Discurso.(AU)

O MOVIMENTO DIRETAS JÁ PELA ÓTICA DE JANIO DE FREITAS NA FOLHA DE S.PAULO

O presente trabalho verificou como o jornalismo pode ser parceiro e fonte para a história por meio da reprodução e análise dos fatos político-econômicos brasileiros nas páginas dos jornais impressos diários. Nessa perspectiva, as colunas escritas nos últimos 25 anos (1983-2009) por Janio de Freitas, no jornal Folha de S.Paulo, significam interpretação e análise dessa história. Trata-se, portanto, de uma pesquisa qualitativa e está ancorada nos Estudos Culturais. O corpus desta pesquisa é composto de um recorte de 47 comentários sobre as Diretas Já , de janeiro até abril de 1984, período em que ocorreram as principais mobilizações da sociedade civil pela eleição direta para a Presidência da República e culminou com a votação e a rejeição da emenda Dante de Oliveira pelo Congresso Nacional. No desenvolvimento do trabalho foram utilizadas as ferramentas da Análise de Conteúdo a partir das categorias analíticas criadas Personagens, Votação da Emenda Dante de Oliveira e Movimento Diretas Já nas ruas , para descrever o conteúdo textual das colunas. Para que se pudesse efetuar uma análise aprofundada do corpus da pesquisa foi utilizado o referencial teórico da ACD Análise Crítica do Discurso em nove das 47 colunas selecionadas. O critério de escolha para essas colunas foi a identificação daquelas que no título já traziam uma referência explícita à Campanha pelas Diretas Já , Às mobilizações nas ruas , A votação da emenda Dante de Oliveira , Ao processo de sucessão presidencial ou as que tinham o seu conteúdo integral sobre um dos temas. Este estudo constata a hipótese de que o jornalista é um historiador do cotidiano e que é possível fazer uma leitura da história da Campanha das Diretas Já por meio das colunas de Janio de Freitas. Ao tecer em suas colunas o cenário da época, desnuda para a história e para os historiadores o xadrez político personagens, acordos políticos, votação da emenda e a campanha nas ruas que envolveu o processo. Dessa forma, a partir de suas lentes, oferece elementos para a construção da memória coletiva sobre esse período da história brasileira.(AU)

AS VARIEDADES NO JORNALISMO BRASILEIRO

O que caracteriza o jornalismo de variedades na imprensa brasileira? O que confere identidade aos cadernos e seções culturais que focalizam o lazer e cobrem o entretenimento? São os gêneros e formatos jornalísticos? Ou são os conteúdos temáticos? Quais os parâmetros para compreender de que maneira as pautas de cultura e entretenimento têm sido apropriados por jornais editados no país? Para dar respostas a essas questões, foram observados, sistematicamente, a forma e o conteúdo de cinco publicações regionais Diário do Nordeste, Correio do Povo, Valeparaibano, Agora São Paulo e Gazeta do Tatuapé , além de um periódico de prestígio nacional Folha de S.Paulo. Optando pelo método misto de pesquisa quantitativa e qualitativa , a investigação mapeia, além dos gêneros, a geografia política, a cartografia cultural e as temáticas das matérias vigentes nos espaços já mencionados, a fim de estabelecer comparações. Os resultados sinalizam uma diversidade de produções, as quais respeitam as singularidades das regiões em que se inserem. Em geral, pode-se dizer que, na editoria de variedades, figuram tanto assuntos comuns ao jornalismo cultural música, artes visuais, artes cênicas, cinema, etc. quanto matérias a respeito de atrações televisivas, celebridades, tendências comportamentais e outros assuntos ligados à diversão, ocupando espaço significativo nas páginas dos impressos. Como reflexo da preferência dos veículos por uma produção jornalística voltada à indústria cultural e aos shows midiáticos, a cultura massiva se mostrou predominante em todas as publicações analisadas. Todavia, mesmo que a tônica do jornalismo de variedades esteja na diversão, essa especialidade não se caracteriza como um produto de entretenimento; o que ela faz é orientar como e onde se divertir. Não por acaso, constatou-se que os gêneros jornalísticos do espaço em questão, salvo raras exceções, estão circunscritos ao informativo e ao utilitário. Muito mais do que gerar cultura e entretenimento, as variedades cumprem o papel de guia do lazer.(AU)

Cartões de saudações em língua inglesa: uma prática de letramento em análise

This research aims at studying the use of greeting cards, here understood as a literacy practice widely used in American society of the United States. In American culture, these cards become sources of information and memory about people‟s cycles of life, their experiences and their bonds of sociability enabled by means of the senses that the image and the word comprise. The main purpose of this work is to describe how this literacy practice occurs in American society. Theoretically, this research is based on studies of literacy (BARTON, HAMILTON, 1998; BAYHAM, 1995; HAMILTON, 2000; STREET, 1981, 1984, 1985, 1993, 2003), the contributions of social semiotics, associated with systemic-functional grammar (HALLIDAY; HASAN 1978, 1985, HALLIDAY, 1994, HALLIDAY; MATTHIESSEN, 2004), and the grammar of visual design (KRESS; LEITE-GARCIA, VAN LEEUWEN, 1997, 2004, 2006; KRESS; MATTHIESSEN, 2004). Methodologically, it is a study that falls within the qualitative paradigm of interpretative character, which adopts ethnographic tools in data generation. From this perspective, it makes use of “looking and asking” techniques (ERICKSON, 1986, p. 119), complemented by the technique of "registering", proposed by Paz (2008). The corpus comprises 104 printed cards, provided by users of this cultural artifact, from which we selected 24, and 11 e-cards, extracted from the internet, as well as verbalizations obtained by applying a questionnaire prepared with open questions asked in order to gather information about the perceptions and actions of these cards users with respect to this literacy practice. Data analysis reveals cultural, economic and social aspects of this practice and the belief that literacy practice of using printed greeting cards, despite the existence of virtual alternatives, is still very fruitful in American society. The study also allows users to comprehend that the cardholders position themselves and construct identities that are expressed in verbal and visual interaction in order to achieve the desired effect. As a result, it is understood that greeting cards are not unintentional, but loaded with ideology and power relations, among other aspects that are constitutive of them.

Pau e lata para uma educação musical: uma partitura de vidas

The field of experience and reflection in this dissertation is the Pau and Lata: Artisticpedagogical project and its activities in the field of music education It was created in 1996, by the Community School Sementes da Luz, located on Tabuleiro do Martins district, Maceió / AL. The work extended to the Rio Grande do Norte and later returned to Alagoas, keeping their activities in both states, involving approximately 280 people. The issues that moved us front the experience of Pau e Lata were: What are the main references and theoretical-methodological elements that constitute the formation of the musician in Pau e Lata? How members perceive this project and include themselves in the educational process of music formation? How it works and what is the meaning of the use of instruments and the learning of musical writing and reading? These questions lead us to undertake this dissertation, in order to deepen reflection on the processes of musical training on Pau e Lata, relating the experiences of its members in the process and the theoretical references governing their educational practice. In this sense, we outline the research objectives, which are: describe the Pau e Lata project, focusing on their context of action and their methodological processes; investigate the relationship between the effective participation of its members in the process of composition of the artistic and pedagogical repertoire and its performance in the field of cultural militancy in the environment where it operates. The writing process of this research is based on the phenomenological perspective. Therefore constitute our methodological research path two roads that communicate: 1) the organization and description of historical record of Pau e Lata (supporting documents, certificates, posters, etc.) and memories of the researcher and from other members of the group. 2) the formation of focal groups and writing and sending, via online, testimonials the participants of Pau and Lata relating to issues scrap and onomatopoeia, respectively. Participated in this process 11 components, adding the presence of the researcher, with the age between 21-45 years, all members of Pau e Lata, Core UFRN. The results of this research are focused on the discussion of three axes that describe and guide the work of the Pau e Lata: collective work, the use of the scrap as instrument and the onomatopoeia as base of a methodological process of musical training. This score was composed of three parts. The first part is presented from a collection of references from Pau e Lata, composed of printed and videographic records. The second part refers to the instrument used by Pau e Lata, and the perception of group members on these instruments, which occurs so that they are integrated in the training of the musician.The third axis tells how and what it means learning of music writing and reading, that occurs in two related aspects: the teaching-learning process and the body as a musical element in this process, associated with other actions characterized as studies and theoretical deepening

Caracterização de superfícies seletivas de frequência de periódicas e não-periódicas

The past years have seen a great interest in the use of frequency selective surfaces (FSS), as spatial filters, in many microwave applications. Among these, we highlight applications in telecommunication systems (such as satellite communications and radar), high gain antennas (combined with planar antennas) and (home and industrial) microwave ovens. The FSS is usually composed of two-dimensional periodic arrays, with equally spaced elements, which may be metallic patches (printed on dielectric substrates) or aperture (holes in thin metal surfaces). Using periodic arrays, the FSS have been able to meet the demands of the telecommunications industry. However, new demands are finding technological limitations. In this context, adverse filtering requirements have forced designers to use FSS optimization methods to find specific formats of FSS elements. Another alternative that has been used to increase the selectivity of the FSS is the cascaded FSS, a simple technique that has as main drawback the increased dimensions of the structure, as well as its weight. This work proposes the development of a new class of selective surfaces frequency (FSS) composed of quasi-periodic (or non-periodic) arrangements. The proposed FSS have no array periodicity, in relation with the spatial position of their elements. The frequency responses of these structures were simulated using commercial softwares that implement full-wave methods. For the purpose of validation of this study, FSS prototypes were built and measured, being possible to observe a good agreement between simulated and measured results. The main conclusions of this work are presented, as well as suggestions for future works.

Classificação de técnicas e auxílio à navegação de busca com base em sua carga cognitiva, precisão e eficiência

Navigation, in both virtual and real environments, is the process of a deliberated movement to a specific place that is usually away from the origin point, and that cannot be perceived from it. Navigation aid techniques (TANs) have as their main objective help finding a path through a virtual environment to a desired location and, are widely used because they ease the navigation on these unknown environments. Tools like maps, GPS (Global Positioning System) or even oral instructions are real world examples of TAN usage. Most of the works which propose new TANs for virtual environments aim to analyze their impact in efficiency gain on navigation tasks from a known place to an unknown place. However, such papers tend to ignore the effect caused by a TAN usage over the route knowledge acquisition process, which is important on virtual to real training transfer, for example. Based on a user study, it was possible to confirm that TANs with different strategies affects the performance of search tasks differently and that the efficiency of the help provided by a TAN is not inversely related to the cognitive load of the technique’s aids. A technique classification formula was created. This formula utilizes three factors instead of only efficiency. The experiment’s data were applied to the formula and we obtained a better refinement of help level provided by TANs.

Análise experimental de danos em pistões de motor à gasolina operando com adição de gás hidróxi

The addition of hydrogen gas as an alternative fuel source has been widely used, as well reported in scientific literature. Today, several experiments are underway for the use of hydrogen generators (electrolysers) demand for motor vehicles. In all these products their ads manufacturers claim that this provides a reduction of fuel consumption, reduces the emission levels of toxic gas by the discharge and improves engine life. This research analyzes the physical structure of engine components using electrolysis on demand. To this end, a stationary system was fitted with a power generator of electricity, drum roller and adapted two electrolyzers: a dry cell and wet cell other. In steps observation were consumption analyzes in four work load ranges and observing the piston engine, which has been cut and analyzed by Optical Microscopy (OM), Scanning Electron Microscopy and Dispersive Energy (SEM-EDS), X – Ray Diffraction (XRD) and Confocal Microscopy, the stationary system in each step. The results showed a considerable reduction in fuel consumption and a high corrosion in the original factory piston constituted of aluminum-silicon alloy. As corrosion barrier was made a plasma nitriding in the piston head, which proved resistant to attack by hydrogen, although it has presented evidence also, of having been attacked. It is concluded that the automotive electrolysers can be a good choice in terms of consumption and reducing toxic gas emissions, but the material of the combustion chambers of vehicles must be prepared for this purpose.

O jornal Tribuna do Norte e a publicidade do crime na esfera pública (1950-1970)

The study aims to analyze the crime of the advertising process in the post-World War II period in Brazil, considering the Tribuna do Norte newspaper as one of the main vectors of this production in the public sphere of Rio Grande do Norte. The theoretical discussion is based on sociologists Jürgen Habermas and John Thompson, among others, that bring ideas about the relationship between the press and the public space. Our research in the journal is during the period from 1950, the year of the creation of this press, to 1970, in the context of AI-5 law. This period is considered the consolidation of this periodic in the populist context of Aluízio Alves, as well as the articulation with political changes after and before military coup in 1964. The publicity of crime is showed as a historical building, involving journalistic procedures, subjects and spaces. The publicity is related to commercial and political questions when some facts turned into a public event. In this sense, this research focuses on the publicity in its political dimensions. Related to the methodology, it is an empirical and qualitative study, based on literature, with a descriptive and interpretative approach, according to historian Tânia de Luca. The corpus of analyze is composed by notes, titles, news, reports, advertisements, image texts, among another textual genres. The chapters present a study about the building and changes of the populist journalism; the publicity of crime in democratic times; besides the military coup in 1964 and the changes of publicity of crime. The results of analyzes show that Tribuna do Norte, although has adopted more liberal pattern from North American presses, during the analyzed period has yet conservative and authoritative patterns from old potiguar presses. In this period, the political practice, in spite of diverse commercial interests, was an important element in the trajectory of this ambiguous journalism that has influencing, in a significant way, the production of news of crime.

A colocação de pronomes clíticos em sentenças infinitivas preposicionadas na escrita brasileira dos séculos XIX e XX

In this work we present the description and analysis of the clitics collocation patterns in prepositional infinitive sentences within the Brazilian writing in the centuries XIX and XX. The corpus in analysis is comprised of letters of newspaper readers and newspaper writers, as well as of advertisements (ads) taken from Brazilian newspapers from different regions / states – Rio de Janeiro, Bahia, Ceará and Pernambuco – and written in the Centuries XIX and XX. They belong to the common minimum corpus of the project named Projeto para a História do Português Brasileiro (PHPB or Project to the History of the Brazilian Portuguese, in English). Its analysis is based on theoreticalmethodological postulates of the Theory of Variation and Change (WEINREICH; LABOV; HERZOG, 1968[2006]; LABOV, 1972[2008]); on the Theory of Principles and Parameters (CHOMSKY, 1981, 1986) and on the model of Grammar Competition (KROCH, 1989; 2001). By trying to articulate those presuppositions from both the theories we present a proposition of theoretical interface between the Variation Theory and the Grammar one. Concerning the empirical results achieved by means of this research, we could figure that, in the context in which there were prepositional infinitive sentences, the most significant independent variable to the occurrence of the proclisis is the type of preposition that comes before the verb in the infinitive. Before that, we found out that there are prepositions which strongly direct the proclisis, as it is the case of the prepositions in Portuguese sem, por, de and para, with all of them presenting Relative Weights over 0,52. Another important result is the one attested in the data referring the state of Rio de Janeiro (RJ). This state is the only one of the sample which is located in the Southeastern region and also presents itself as the main proclisis conditioner amongst the localities pertaining to the sample. In order to explain those results, we raised the hypothesis that the proclisis implementation may be more advanced in the Southeastern than in the Northeastern Brazil, however that hypothesis must be confirmed or refuted in future works. We also present, in this work, a theoretical explanation about the clitics colocation in prepositional infinitive sentences within the Brazilian writing in the XIX and XX centuries. The theoretical explanation we found to interpret the achieved results associates Magro’s proposition (2005), regarding the existence of prepositions occupying the nucleus PP and the existence of prepositions which can play the role of a completer and occupy the nucleus CP, according to Galves (2000; 2001), regarding the existent relation between the clitic colocation and the association of traits-phi to the functional categories COMP, Tense and Person. Our proposition is that the occurrence of prepositions which occupy the nucleus CP causes changes in the values attributed to the traits-phi and to the strong Vtraits in the functional categories COMP, Tense and Person. Thus, we defend that proclisis in Brazilian Portuguese (BP) is derived from the movement of the verb to the functional category tense in which there is the association of traits +V and traits +AGR, what legitimates the proclisis according to Galves´s proposition (2000; 2001).

Um olhar sobre a música gospel: a lógica simbólica e de mercado do Ministério de Louvor Diante do Trono

This study aims to understand how the gospel music genre - based on the gospel band Ministério de Louvor Diante do Trono - articulates itself to the logic of the market by its insertion in the music industry and use of symbolic logic in the available songs of their Cds and DVDs. Our research is a case study, methodologically being the descriptive analysis of the production process, distribution and broadcasting of the band's CDs and functional analysis of the music that permeates the entire thesis. The following songs are presented as an analytical corpus: Preciso de Ti,Quero me Apaixonar, Tua Visão, Creio, Tu Reinas e Tetelestai. Our hypothesis is that religious institutions - as a field responsible for the structure which maintains gospel artists - experiences a new dynamic that consists of a superficial modernity, ratified in the ways the symbolic goods produced communicate, that is, simulate a religious modernity maintaining traditional values regarding the dogmas of religion , but incorporate business and advertising procedures in the dissemination of its products The results point to gospel music as mediation, part of the religious ritual sometimes as prayer and other as preaching, stimulating consumption and entertainment, and performing as a device in the making of symbolic goods.

Que coisa é essa, Yôyô?: cor e raça na imprensa ilustrada da Bahia (1897-1904)

From techniques such as lithography and woodcut, it was possible to create and reproduce daily images in the newspapers of the Empire and the Republic of Brazil. The purpose of this study is to make a historiographic report, derived from a multidisciplinary theoretical analysis to which several printed visual documents were selected from the newspaper A Coisa from Salvador, in Bahia. The weekly news, edited in the capital and distributed also in the countryside of Bahia by the end of 1897 and the beginning of 1904 is rich for its illustrations and the satirical, humorous and critical content, signed by its editors. The images in A Coisa are appealing for their content filled with tensions inherent to the time of the First Republic in Brazil, such as issues regarding ones skin color, phenotypes, race, gender, the value and the social ranking of the black population. The paper, in its gathering of texts and images, is the main basis of this research corpus, in which a dialogue with other papers from other places and times is proposed so that it becomes evident the historical process that marks the ideal of nation and the construction of a body and an identity for the people of African Descent in Brazil. The observation and analysis of the selected images from the newspaper allow the identification of its way of production, the orientation of a reality in function of its target consumers, their authorship and the objectives to which it was created. Therefore, this work aims to critically analyze the representations given to the black body and skin, in order to problematize the memories of these bodies and their sociocultural meanings and, thus, question, through a methodology aimed to the description and analysis of images united to texts, these bodies visual representations possible contribution to the formation of an idea of black people unified identity, and their social alterity in deference to the memories given to the white society in the historical and social context of that time.

COMUNICAÇÃO E MARKETING NA EDUCAÇÃO SUPERIOR: uma análise dos conteúdos comunicacionais online de instituições de ensino privadas

O presente contexto mercadológico da educação superior, onde a concorrência é cada vez mais acirrada, tem levado as instituições de ensino a estabelecer um processo de gestão de comunicação e marketing mais estratégico e competitivo, buscando alcançar uma posição diferenciada em relação à concorrência, a fim de conquistar seus públicos de interesse. Este trabalho contemplou a aplicação dos objetivos de comunicação no mercado de ensino superior, analisando as formas pelas quais as instituições vêm estabelecendo os processos comunicacionais com seus públicos-alvo, estando direcionado para as Universidades privadas brasileiras. A pesquisa se apóia em: revisão bibliográfica, entrevistas em profundidade com gestores de comunicação e marketing do setor pesquisado e análise de conteúdo de peças de comunicação em mídia online. Inicialmente foi elaborado um relato acerca do contexto atual do mercado de ensino superior no Brasil: sua evolução e caracterização. Em seguida, definiu-se marketing aplicado ao segmento de educação superior: conceitos e o papel designado a ele. Posteriormente relacionou-se comunicação mercadológica com o serviço de educação superior e sua aplicabilidade neste setor. Depois, foram realizadas entrevistas em profundidade - semiestruturadas, com gestores de comunicação e marketing de duas instituições, localizadas na cidade de São Paulo (Insper e Universidade São Judas Tadeu) com posicionamentos antagônicos e classificações distintas quanto à sua imagem para o mercado -, com a finalidade de conhecer suas visões e opiniões sobre o mercado e as ações de comunicação de marketing que vêm adotando. Finalmente, foi elaborada análise de contéudo, comparando anúncios (peças publicitárias) em mídia online das duas IES estudadas. Todos os procedimentos da análise de contéudo foram estabelecidos e categorizados com base nos objetivos de comunicação definidos por Yanaze (2011).

CRIATIVIDADE EM PUBLICIDADE E A QUESTÃO ÉTICA: um estudo da publicidade brasileira premiada

A questão ética deve pautar a atividade profissional do publicitário, por ser uma atividade de grande influência sobre a opinião pública, pois associa a imagem de empresas e suas marcas a uma postura de comprometimento com a sociedade na qual está inserida, transformando-as em empresas-modelo. Em nome da criatividade publicitária, muitas vezes, anúncios de produtos e serviços diversos contradizem uma propaganda socialmente responsável. A presente dissertação analisou a linguagem e o discurso da propaganda no que se refere à questão ética, observando-se até que ponto elas consideram ou não estas questões. Desta forma, apresentam-se como os elementos que compõem a mensagem podem deixar, explícita ou implicitamente, informações que poderiam comprometer a empresa caso a observação do público fosse mais crítica ou mais apurada. Para esta análise foram selecionados anúncios premiados no prêmio Profissionais do Ano , hoje um dos principais prêmios da propaganda brasileira instituído pela Rede Globo de Televisão, e o instrumento metodológico utilizado foi uma leitura subsidiada na análise do discurso. A grande maioria dos comerciais premiados neste Festival não fere princípios éticos. Foi selecionado apenas um corpus, em que se confrontou a temática criativa de cada comercial com o Código Brasileiro de Auto-regulamentação Publicitária (CONAR), verificando assim como estes comerciais,sob este olhar, podem ser considerados como incorretos no tocante à ética e à responsabilidade social.(AU)

O profissional da informaçao e as habilidades exigidas no mercado de trabalho emergente

Diante de um novo perfil do emprego e do mercado de trabalho - que se transforma marcadamente em face das tecnologias de informação e comunicação (TIC) há uma demanda por profissionais munidos de novas habilidades e competências. Assim, objetiva-se, de modo geral, analisar as novas habilidades demandadas pelo mercado de trabalho atual para o profissional da informação. Para tanto, busca-se especificamente, caracterizar os fatores determinantes do contexto atual; verificar o impacto das TIC no mercado de trabalho do profissional da informação; e conhecer as transformações ocorridas no perfil deste profissional frente a estas mudanças. Para alcançar os objetivos propostos recorreu-se à pesquisa bibliográfica, bem como à análise de anúncios de empregos divulgados no website Catho On-line. A análise dos dados se deu de forma comparativa entre os anos de 2003 e 2005 e, permitiu concluir que as habilidades exigidas para o profissional da informação na atualidade dizem respeito, além dos conhecimentos técnicos, a fluência em idioma estrangeiro, ao domínio da informática, aos conhecimentos gerencias e, principalmente, às habilidades interpessoais_____________________________________________________________________________Facing a new profile of the job and the labor market - that changes remarkably regarding to the new technologies of information and communication (TIC), there is a demand for professionals who posses new abilities and competences. It was aimed at, then, in general, to analyze the new abilities disputed by the labor market for the professional of information, because of the new available resources. In order to do that, it was specifically searched, to characterize the decisive factors of the current context; to verify the impact of the TIC in the labor market of the professional of information; and to know the transformations happened in the profile of these professionals before these changes. To reach the proposed objectives it was realized bibliographical research, as well as to the analysis of advertisements of jobs published in the website Catho On-line, of comparative form between the years of 2003 and 2005. The analysis of the data allowed us to conclude that the abilities demanded for the professional of information at the present time concern, besides the technical knowledge, the fluency in a foreign language, to the domain of the computer science and the managing knowledge