O cenário e o valor percebido do restaurante : um estudo da experiência Ráscal

Através da comparação entre dois diferentes modelos de cenário, criados por dois diferentes arquitetos, para uma mesma rede de restaurantes, este estudo pôde identificar como os mesmos contribuíram para a formação do valor percebido da experiência de cada cliente. Embora haja quase um consenso entre os pesquisadores de que o cliente percebe o cenário de forma holística, a autora não encontrou nenhuma pesquisa focada em que sensações são passadas pelos diferentes conjuntos de elementos (em geral, organizados conforme um tema). Este gap precisava ser suprido, uma vez que estas sensações constituem benefícios emocionais que contribuem para o posicionamento e para o valor percebido do estabelecimento. Os benefícios emocionais são particularmente importantes para o setor de restaurantes, afinal, num restaurante o cliente não paga apenas para receber uma boa comida; paga também para viver bons momentos, ou experiências. A pesquisa usou uma metodologia qualitativa (grupos de discussão), apoiada na perspectiva fenomenológica, para abordar um tema complexo, que mexe com percepções e sensações. Dois complementos foram usados para auxiliar a construção do caso: entrevistas junto a profissionais do Ráscal e análise dos materiais impressos. O principal resultado apresentado foi a identificação das sensações provocadas nos clientes por duas diferentes combinações de elementos (ou temas). Como resultados secundários, foram identificados: o principal fator moderador na percepção do cliente da experiência no restaurante, as reações dos clientes antigos às novidades feitas em modelos de cenário já existentes e o papel da logomarca e dos materiais de comunicação em sua composição.

Fatores críticos relativos à abertura do setor de transporte de petróleo e derivados

Em decorrência do atual processo de transformação da indústria do petróleo no Brasil, iniciado com base na Nova Lei do Petróleo - Lei n° 9.478, de 6 de agosto de 1997, assim como da respectiva abertura do mercado nacional, que poderá se consolidar a partir do ano 2001, são esperadas mudanças na estrutura da cadeia petrolífera brasileira. Tais modificações deverão ser causadas pelo aumento da concorrência, como conseqüência da entrada de novos agentes no setor, bem como entre o produto nacional e o importado, caracterizando um novo cenário de cunho competitivo no mercado de derivados de petróleo. Desta forma, a importação e exportação de petróleo e seus derivados por novos agentes, associado com a movimentação destes produtos e a utilização da infra-estrutura existente para transporte e armazenagem, são questões que merecem análises e considerações, sob a ótica da regulação. Dentro deste processo em curso, é fundamental a avaliação do grau da regulação, uma vez que os mercados legais, estruturados para a competição, atuam dentro de um contexto de regras preestabelecidas e que economias de mercado totalmente desregulamentadas podem acarretar sérias desigualdades para a sociedade. Esta dissertação tem por objetivo analisar quais são os principais fatores críticos, de cunho administrativo e econômico, que devem ser considerados na abertura do setor de transporte de petróleo e seus derivados a outros agentes, de modo a se obter uma efetiva transição para uma economia orientada pelo mercado, dentro do novo modelo de Estado Regulador. Trata-se de uma pesquisa explicativa, por explicitar tais fatores críticos, assim como exploratória, pois é realizada em área onde existe pouco conhecimento e experiência disponível no País, bem como bibliográfica e documental, uma vez que se apoia na consulta a leis, decretos, portarias, documentos de órgãos públicos, livros, artigos etc. O processo de investigação consiste no levantamento da evolução histórica do setor, até o momento atual, na pesquisa da legislação e regulamentação em vigor, dos princípios da teoria da regulação e da experiência internacional, na análise descritiva do setor de transportes nacional, limitando-se ao transporte marítimo e dutoviário de petróleo e derivados, efetuando uma análise crítica do setor frente à Lei 9.478/97 e a abertura do mercado. O estudo identifica os fatores críticos que permitem criar as condições para o estabelecimento de um mercado orientado pela competição, ou seja, a existência de elementos básicos como oferta, demanda, acessibilidade aos serviços pela sociedade, qualidade e segurança, informação sobre preço e utilização dos produtos ou serviços e adequada fiscalização pelo Estado. Tais fatores estão associados ao acesso a informações, ao controle de tarifas, ao estabelecimento de condições de entrada e saída do mercado, ao controle da qualidade dos serviços prestados e à criação de um ambiente de transição de um regime controlado para um regime de mercado competitivo.

Mapeando fundamentos do Constructo Neuromarketing com profissionais de empresa de publicidade

This study aims to acknowledge the domain level and influence of the neuromarketing construct. This is done considering professionals at advertising agencies in Brazil. The presence of concepts related to this new approach is very little divulged, and there are little analysis performed on this area. Thus, the research is of qualitative and exploratory nature and used as primary fonts books, articles related to marketing, neuroscience, and psychology as well as secondary fonts. A profound interview was realized aiming the main advertising agencies in Brazil. The public was composed by managers responsible for planning. A content analysis was performed afterwards. The advances related to the brain science have permitted the development of technological innovation. These go primarily towards knowledge and unconscious experiences of consumers, which are responsible for the impulse of decision making and consumer behavior. These issues are related to Neuromarketing, that in turn, uses techniques such as FMRI, PET and FDOT. These scan the consumer s brain and produces imagines on the neuron s structures and functioning. This is seen while activities such as mental tasks for the visualization of brands, images or products, watching videos and commercials are performed. It is observed that the agencies are constantly in search of new technologies and are aware of the limitations of the current research instruments. On the other hand, they are not totally familiar with concepts related to neuromarketing. In relation to the neuroimage techniques it is pointed out by the research that there is full unawareness, but some agencies seem to visualize positive impacts with the use of these techniques for the evaluation of films and in ways that permit to know the consumer better. It is also seen that neuroimage is perceived as a technique amongst others, but its application is not real, there are some barriers in the market and in the agencies itself. These barriers as well as some questioning allied to the scarce knowledge of neuromarketing, make it not possible to be put into practice in the advertising market. It is also observed that even though there is greater use of neuromarketing; there would not be any meaningful changes in functioning and structuring of these agencies. The use of the neuro-image machines should be done in research institutes and centers of big companies. Results show that the level of domain of the neuromarketing construct in the Brazilian advertising agencies is only a theoretical one. Little is known of this subject and the neurological studies and absolutely nothing of neuroimage techniques

No palco, os quadrinhos: a influência do teatro judaico no desenvolvimento das histórias em quadrinhos modernas

This dissertation has its main goal on signing the modern Comic Books` narrative development aspects. It goes from its relationship with performing arts, specifically with the Yiddish (Jewish theatre). The research was done from the Will Eisner´s work analysis. He is a cartoonist and has a wide and influent in his area. Moreover he clearly reflects the similarities between Comic Books and Theatre. In this study was adopted the qualitative methodology on historic-comparative procedure through bibliography. The study indicates that, although their media and distinct principles, the Comic Books and Yiddish Theatre have close influence relationship considering their narrative solutions

No palco, os quadrinhos: a influência do teatro judaico no desenvolvimento das histórias em quadrinhos modernas

This dissertation has its main goal on signing the modern Comic Books` narrative development aspects. It goes from its relationship with performing arts, specifically with the Yiddish (Jewish theatre). The research was done from the Will Eisner´s work analysis. He is a cartoonist and has a wide and influent in his area. Moreover he clearly reflects the similarities between Comic Books and Theatre. In this study was adopted the qualitative methodology on historic-comparative procedure through bibliography. The study indicates that, although their media and distinct principles, the Comic Books and Yiddish Theatre have close influence relationship considering their narrative solutions

Medo e violência na cidade: imagens, discursos e sociabilidade nas praças de João Pessoa - PB

The present work analyses and discusses the sociability in the culture of contemporary cities focusing on the theme of fear and violence in the daily life of squares in the city of João Pessoa-PB. We analyse the relations between places in town and make correlations of history and setting of neighborhoods with the process of urban growth, including recent interventions of public authorities in their public spaces. We observed in this dynamics social attitudes and actions that range from a desired peaceful coexistence to social exclusion. Thus, we discuss, based upon the imaginary vision, that the squares exist as a locus of equality, citizenship and political, and, also, as a space for everyone, despite the existence of symbolic forces working towards segregation and privatization, ruled in fear and violence. We aimed to investigate the different symbolic logics from the issue of fear and violence that allows the exclusion and the inclusion of groups and individuals in the quotidian use of public spaces of contemporary cities. We believe that the social action is demarcated by violence ant its corollary, the social fear, and operates based on the logic of a relational game always confrontational but experienced in different forms according to the social segment or group under study. We used a qualitative and quantitative methodology relating data and statistical analysis with categories created for the understanding of subjective factors. Our analyses combined ethnographic elements, periodics research and images of the city and its spaces, with the contribution of a survey that allowed comparisions of five squares of neighborhood based on the daily life under investigation. Our proposal was to deepen the investigations related to the public space of contemporary cities, expanding the look on João Pessoa and its cultural dynamics with an analysis of discourses, images, the collective imaginary and the social appropriation of the spaces based on fear and violence. The research accomplished in different areas and the analysis of images and speeches published in newspapers reports, books, advertising etc. allowed the approach of differentiated patterns of sociability in the same urban process. The neighborhoods in study are indeed spatially and economically distanced and the process of creation and construction of squares occurred in very different ways in the respective location. We defend the thesis that neighborhood community squares provide reinvigorated spaces and public spheres in the urban process and in the dynamics of sociability in the cities. These squares are also social spaces par excellence for the perception of the logic of individualism and segregation so marked by fear and violence in contemporary cities

Quadrinhos nas aulas de ciências: narrando uma história de formação continuada

Located at the intersection of Science Education, Teacher Training and use of didactic Comics (HQ), the text aims to discuss the problem which thus sets: - What is the contribution of the incorporation of comics in the continuing education of teachers Natural Sciences of the early years of elementary school? - May be the comics for enabling science teaching? - How to contribute to a reflexive training of teachers of the early years? - In order to answer these questions, there was a collaborative action research in a school located in the city of Natal / RN, with three teachers who teach natural science in the early years of elementary school. The study involved the conduct of 13 meetings of in-service, under the focus on reflective practice, with the purpose of discussing topics underlying the teaching of science and the use of comics as a methodological strategy. All meetings were recorded on audio and transcripts. The teachers finally recorded the meetings by writing a portfolio. The teachers made use of 10 sessions with reading comics in science classes, which were video recorded and later watched by the educators in autoscopy sessions followed by individual interviews. From the collected data, several aspects that have emerged can be grouped into three categories: The difficult concept of science, teachers' work and the obstacles and possibilities of comics as a teaching strategy. In this sense, are woven assessments taking as its founding, look for the reflective and dialogic practices exercised in the classroom. In the analysis of the data, we can see the conceptual difficulties, methodological and pistemological questions of teachers for teaching science, but also the limitations of comic books for teaching. Learning more relevant appointed by the teachers is related to the importance of collective work to mitigate the training needs of teaching. Finally, signals that the HQ has a great potential for use in science classes, provided that the teacher conduct a careful planning for this, but that the meetings of continuing education promote moments of reflection on teaching practices that are capable of giving rise to new attitudes before the difficulties they depict

Histórias em quadrinhos e o ensino de ciências nas séries iniciais: estabelecendo relações para o ensino de conteúdos curriculares procedimentais

Pós-graduação em Educação para a Ciência - FC

Sonhos e mitos: leitura semiótica de Sandman

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Quadrinhos na educação: uma proposta didática na educação básica

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Projeto D.A.N.T.E: desenvolvimento artístico de uma narrativa tecnológica

This monograph discuss the postmodernity social reality issues, emphasizing cultural, communicational, technological and informational extents. Via data collection through specific literature, and sources of different medias( internet, books, comic books, movies, novels, sociological, informational, technological, communicational and humanistic theories) behavioral patterns could be analyzed and the postmodern technological,informational and communicational reality as well, and how they mutually influence the “digital culture” construction (also called cyberculture). The results of this research were used to build a narrative which suits the new culture in development both in shape and in content: the scrip “Hotel Seol”. Therefore, “Hotel Seol” is consisted of an interactive and hypermedia narrative, in which the main reference sources are the study mentioned above, cyberpunk science fiction genre and “Hell”-first part of the book “Divine Comedy”, by DanteAlighieri

A constituição e dinâmica recente do mercado de histórias em quadrinho no Brasil

The present work has shown the development of the comic book market in the United States and Brazil, according to Schumpeter's theory of technological innovation. Firstly was made an analysis of the Brazilian market during the years of rising inflation, after the end of dictatorship, in our country, following the trajectory of two publishers, D-arte e Circo that closed their doors due to the economic crisis. The analysis has followed until the current days, showing that the market has changed like the strategies used by publishers to keep launching comic books

Histórias em quadrinhos como recurso didático para o ensino do corpo humano em anos iniciais do Ensino Fundamental

Teaching resources involve different elements used to support the organization of teaching and learning. Among these are the comic books, involving visual aspects, both cognitive and creative, that provide an alternative way to complement the lectures. The aim of this study was to develop and evaluate a comic book entitled “Human Body”, focusing on the circulatory, digestive, nervous and respiratory systems, to provide an alternative resource for the teaching of the content in the initial years. The material was evaluated with students of the 5th year of elementary education at a public school in the state of São Paulo, through the use of questionnaires. The comic book proved to be valid as a complementary teaching resource for learning in students, enabling reflection on the relevance of the development and use of comics to science education in the initial years.

Ensino de física com histórias em quadrinhos: o astronauta em magnetar

This monograph has the inspiring theme using Comic Books in physics education. The Comic Books are objects, which are part of our current daily life, in newspaper, magazines, comics and electronic media, and providing entertainment to the readers. Beyond this property, the ludic nature and linguistics become an interesting material when applied on Education. Our goal was to research an analyze a Comic Book that could be used in a Physics class. The chosen material was Astronauta Magnetar from Danilo Beyruth. With this Comic Book, we perform a short course with students from three High School grade, where the themes of labor were Astrophysics and Electromagnetism. From the results of this short course, we prepared a lot of comments and discussions about the role of Comic Books in a classroom, as an significant instrument for Physics Education

Biblioteca escolar: espaço de formação inicial do leitor na educação infantil

The books are part of the school routine in the course of our lives, currently, we are the gateway to the processes of social literacy that begins with the presentation of these objects for babies and children in early childhood education (EI). This research has the main question: to know how are the libraries or reading rooms in Early Childhood Education Centres (CEI) of Botucatu. Thus, the overall goal is to understand, characterize and analyze the CEIs libraries Botucatu. What implies: investigate and analyze the existing legislation on school libraries, their approach to the reality of the CEIs and the official documents of early childhood education; To investigate the relationship between the child and the playful objects (books, toys etc.) and finally discover and describe the reality of School Libraries in CEIs studied. The research is qualitative orientation, more precisely a Case Study. The space, proper equipment and support provide a rich learning that will serve as the basis for school achievements. However, the offering of School Libraries and Reading Rooms in many cases it is not a reality. The survey took into account which of the schools have assets, how is the organization of space, the playful activities with learners users and which functions, training and professional responsibilities designated as responsible for School Library/Reading Room. It is noteworthy to say the official documents as a basis and motive of this research as well as the fulfillment of established targets and carried out by the municipal, state and national governments on the implementation of School Libraries in schools, with the help of programs like National Fund Development of Education (ENDF), National School Library program (PNBE) and the National Book and Reading Plan (PNLL)