Análise de ofícios sob uma perspectiva bakhtiniana

The objective of this work is to describe the particularities of the official letter genre, according to theoretical perspective of the Russian philosopher of language Bakhtin. The discourse genres, in this perspective, presented in relative stability, being affected by alterations occurred in the activity sphere where they circulate, for the ideological values that produce the speeches of this sphere and for the dialogic relations with other genres and spheres. It is intended to show as the official letter, in the public departments, although the stability acquired for its formal style, objective, reveals in an instability permeated for the thematic aspect, compositional and until stylistic. For realization of this analysis, were select sixty official letters of the public town administration sphere of the city of Araraquara, produced in the months of February, March and April of 2011. The official letters were separate in two groups for subject: repayment; diverse subjects. The methodology uses the dialogic boarding of the discourse used for the circle of Bakhtin

Comunicação digital, relações públicas e gestão de marcas: Interatividade e relacionamento como ferramentas de branding

This paper aims to present the contribution of Public Relations in the process of branding, using digital communication as a tool for interaction with the public, and through strategic management, building and maintaining strong and lasting relationships with consumers, resulting in building bonds of sympathy, identification, and networks engaged and loyal consumers to brands. Therefore, were performed bibliographical research covering topics such as information society, network society, the dynamics of social networks, digital media, brands, branding, marketing 3.0, Public Relations and Public Relations 2.0. Were also undertaken observations on communication actions that used digital social media, focusing on interactivity, collaboration and relationship, to better understand how organizations are realizing the importance of interaction and relationship management with the public and how they are performing this communication. At the end, some of these actions are presented as examples of the theories studied, and as a demonstration of the benefits brought to these organizations and their brands

As relações públicas e a gestão da comunicação integrada em tempos de crise: uma análise sobre o caso Ades no Facebook

This paper aims to understand so that organizations in times of crisis - exposed to social media, especially Facebook - they conceive strategies to minimize any factors that shake with your credibility, image and reputation. There for, the case study on the crisis experienced by Ades brand in March 2013 was chosen. The methodology of the work consists of bibliographic research and analytical as well as the presentation and case study, covering the concepts of Marketing, Public Relations, Social Media, Reputation Management and Image, Branding and Integrated Communication. This work was divided into four chapters that present the management of communication in the digital age, the presentation of the global Unilever brand and it brand Ades; exposure to the crisis and its repercussion and an analysis of the case under the stance of public relations, in this order

Gênero discursivo cinema, o filme musical: análise dialógica de Across the Universe

Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq)

A ironia de Geni e o Zepelim: sujeitos, poderes e mundos no tempo da suspensão

The purpose of this article is to analyze the song "Geni e o Zepelim", by Chico Buarque, from the point of view of the social voices present and orchestrated by the narrator. The hypothesis is that the image of the song uncovers the nation´s prejudice by criticizing the hypocrisy conducted by the narrator. In order to do so the song is used as the corpus of analysis, which is taken as a discursive arena where social voices discuss and combat. Therefore, it is possible to analyze the criticism regarding prostitution prejudice and Geni a transvestite inflicted ironically by the narrator’s voice – projected by the authorship in the song. Based on the dialogism present in the subjects voices in the lyrics, considering Bakhtin´s Circle perspectives. The center of analysis is the ironic relationships of power because the subjects position symbolize distinct social power spheres, which by irony are relativized. Therefore, thinking about these relations means reflecting about the construction of a certain speech in time and space, which collaborates with the reconstruction of subjects and social realities.

Vozes de professores: indícios de/para cursos de formação

In this article we analyze discourses of teachers on the linguistic practices of their students and discourses of future teachers. We consider studies of Bakhtin on dialogism and ideology in the production of meanings. Results indicate the following conclusions: the student in the analyzed discourses is a bad speaker, a bad writer, a bad reader, the great villain of language and reading in school is the advent of new technologies and languages which introduce new practices that have not been accepted by the interviewees. In this discourses, we can notice ways that can be taken into consideration in new teacher’s formation courses.

A seção o português é uma figura, de Marcílio Godói, em diálogo com gêneros discursivos nas esferas jornalística, científica e pedagógica

Pós-graduação em Linguística e Língua Portuguesa - FCLAR

Consumo c(l)iente: abordagem do gênero anúncio publicitário em livros didáticos de língua portuguesa do ensino médio

Portuguese language textbooks, according to what has been preconized on the official document to education, have been configured on discursive genres imported from diverse spheres of human activity. Adverts, genre of ample social circulation, spread from the Advertising sphere to the schools and started being approached by these collectaneas as an object and a tool for teaching. Therefore, this research deals with the approach of ads in Portugese textbooks. These discursive practices matter for the impact or appeal they exert over the (new) consumers, among which High School students; for their representation in the capitalist system, which guides us on our relationships and social practices; and for the mix of languages that end up at their composition, once they encapsulate the spirit of our time, par excellence, the one from the verbal-visual genres. To understand the treatment given to these advertising pieces, from questions/commentaries related to them, two collections were selected by the Programa Nacional do Livro Didático – Textbook National Program (PNLD 2012) among the ones more used by public High Schools in Natal/RN. From Applied Linguistics, from mestizo, nomadic and inter/transdisciplinary identity (MOITA LOPES, 2009), this study falls within the discursive chain of the interpretive tradition of historical-cultural approach (FREITAS, 2010) and names the Bakhtin Circle and its language‟s dialogical conception as inescapable partners. The data of the colletaneas show that the genre approach can happen as concrete utterance, as linguistic artifact and as hybrid, at work with questions and without questions, with the predominance of its occurrence in the portion of the volume devoted to the study of grammar. In the literature chapters and production/interpretation of compositions, it insert is incipient or it doesn‟t happen in the volume. Such a provision has implications for multiliteracies (ROJO, 2012) of the citizen student, once the lack or the abundance of critical reading proposals for this genre, that demand from the student the exercise of knowledge that is necessary to the construction of linguistic and social meanings, can be responsible for guide to a more conscious consumerism (material and cultural) by the chief customers of the work under review. The approaches of the genres seems to indicate a gradual transition that such material have undergone, which means, from the focus on clauses to the focus on utterances, or even the approach as linguistic artifact to hybrid and the concrete utterance, in search of overcoming the traditional tendency of taking advantage of formal aspects of the language, to the detriment of enunciative ones, and for coming into harmony with the guidelines and parameters of teaching in contemporary times, bringing the school duties close to the rights in life.

Leitura do mundo no rap: uma análise bakhtiniana de práticas leitoras no ensino fundamental

This study aims to propose two didactic sequences on the rap songs to the process of formation of critical reflective reader, in the elementary school – in 6th and 9th grade classes. The theoretical foundations that have supported the work are related to the Bakhtin Circle propositions, especially the notions of language as a social ideological discourse; responsive reading; discursive genre and social voices. As for the methodological guidance, it is characterized by adopting the interpretativist paradigm of socio-historical base, in addition to positioning in the large field of Applied Linguistics, whose primary focus is specifically located language. In the selected enunciations to corpus – some Rap songs of protesting – it was analyzed the students’ reflective critical reading in the workshops of Rap-song reading, applied in modules of our teaching sequences. Through the carried out analysis, it was noted that the subjects surveyed have come from an educational culture towards the fulfillment of a conteudista proposed curriculum, so that in this scenario we do not see, through reading, training of the individual citizen, able to through his readings, understanding the socio-ideological structure that surrounds them; and so, escaping of understandings the world, based only on common sense. We conclude also that our teaching proposal represented a novelty for students. Initially, some of them did not see this work as reading, however, the majority was heavily involved in the process; so that, in their comments, we realize voices of a critical and reflective look of which comprise environments, and social situation to which they belong.

Leitura do mundo no rap: uma análise bakhtiniana de práticas leitoras no ensino fundamental

This study aims to propose two didactic sequences on the rap songs to the process of formation of critical reflective reader, in the elementary school – in 6th and 9th grade classes. The theoretical foundations that have supported the work are related to the Bakhtin Circle propositions, especially the notions of language as a social ideological discourse; responsive reading; discursive genre and social voices. As for the methodological guidance, it is characterized by adopting the interpretativist paradigm of socio-historical base, in addition to positioning in the large field of Applied Linguistics, whose primary focus is specifically located language. In the selected enunciations to corpus – some Rap songs of protesting – it was analyzed the students’ reflective critical reading in the workshops of Rap-song reading, applied in modules of our teaching sequences. Through the carried out analysis, it was noted that the subjects surveyed have come from an educational culture towards the fulfillment of a conteudista proposed curriculum, so that in this scenario we do not see, through reading, training of the individual citizen, able to through his readings, understanding the socio-ideological structure that surrounds them; and so, escaping of understandings the world, based only on common sense. We conclude also that our teaching proposal represented a novelty for students. Initially, some of them did not see this work as reading, however, the majority was heavily involved in the process; so that, in their comments, we realize voices of a critical and reflective look of which comprise environments, and social situation to which they belong.

A COMUNICAÇÃO MERCADOLÓGICA E A APROPRIAÇÃO DE UM ESTILO DE VIDA – ESTUDO DE CASO DA MARCA HARLEY DAVIDSON NO BRASIL

Este estudo busca entender como um processo de comunicação mercadológica pode vincular na mente de seus consumidores elementos simbólicos sobre estilo de vida e pertencimento a uma comunidade da marca alimentando o imaginário de seus consumidores por meio de uma filosofia de vida e forma de viver muito particular. A argumentação da marca é regida em relação ao pertencimento de seus consumidores a uma "tribo", e o seu discurso aparenta ser semelhante em todos os cantos do mundo. O caso escolhido para estudo foi a Harley Davidson, pois é uma marca que integra todos esses elementos. Os procedimentos metodológicos escolhidos para esta dissertação foram pesquisa bibliográfica e documental, que contribuíram para a formação do conhecimento teórico e informacional. Além disso, uma pesquisa de campo subdividida em: observação participante com os consumidores da cidade de Sorocaba; participantes do HOG, que é o moto clube exclusivo da marca, coleta de entrevistas semiestruturadas com os membros do HOG de Sorocaba, concessionário Sorocaba e funcionários da empresa no Brasil. Por meio desse trabalho percebeu-se que a comunicação mercadológica e suas ações vêm ao encontro das aspirações, sensações e desejos dos consumidores e como eles se identificam com a marca e com o estilo de vida proporcionado por ela. Os consumidores Harley Davidson são grandes entusiastas da marca e da sua filosofia de vida.

Economia solidária e relações de gênero na agricultura familiar: o caso do grupo produtivo mulheres decididas a vencer

The Women s experiences in the private sphere under the work s field changes the family relationship allowing them more freedom, autonomy and independence. The inequalities, socially built, homemade women s obligations results in discrimination, difficult to insert and recovery on female s job in a job s market, including low salary if compared with men s and difficult to services access in addiction a difficult daily life and in domestic sphere. The women s organisation in productive groups or economically solidary enterprises (ESE) torn possible the social economically organisations and politicians to promote deep changes in a domestically e socially relationship, positioning, for example, women s in publics areas and in the rout of emancipation. The objective of this search are understand men and women relationship in the family agriculture s field starts insert women in economically solidary enterprises (ESE) on Mulunguzinho s settlement (Mossoró/RN). The theoretical framework is inspirited Economical Solidary concept kind division s job and women s empowerment. This search had a qualitative character and exploration through case s study on Mulheres decididas a vencer s group. The secondary information was create through theoretical framework and information collected through semi-structured interviews based in interviews applied for women and yours respective husbands by criterion for women participation on productive activities of beekeeping culture of goat and sheep. This study turns possible conclude that the women s participations in productive groups in solidary economical change significantly their life and their family life. The group s organisations process, the training was received, the collective production, the marketing and the mobilized participation to move it all was fundamental for women share with their families partners some homemade and take care with the children. This finding confirm a different aspect not economical in solidary economy overcoming the monetary value in associative relationship observing principally individuals well-being and the concern with the form of reproduction this way of life in the associated

Economia solidária e relações de gênero na agricultura familiar: o caso do grupo produtivo mulheres decididas a vencer

The Women s experiences in the private sphere under the work s field changes the family relationship allowing them more freedom, autonomy and independence. The inequalities, socially built, homemade women s obligations results in discrimination, difficult to insert and recovery on female s job in a job s market, including low salary if compared with men s and difficult to services access in addiction a difficult daily life and in domestic sphere. The women s organisation in productive groups or economically solidary enterprises (ESE) torn possible the social economically organisations and politicians to promote deep changes in a domestically e socially relationship, positioning, for example, women s in publics areas and in the rout of emancipation. The objective of this search are understand men and women relationship in the family agriculture s field starts insert women in economically solidary enterprises (ESE) on Mulunguzinho s settlement (Mossoró/RN). The theoretical framework is inspirited Economical Solidary concept kind division s job and women s empowerment. This search had a qualitative character and exploration through case s study on Mulheres decididas a vencer s group. The secondary information was create through theoretical framework and information collected through semi-structured interviews based in interviews applied for women and yours respective husbands by criterion for women participation on productive activities of beekeeping culture of goat and sheep. This study turns possible conclude that the women s participations in productive groups in solidary economical change significantly their life and their family life. The group s organisations process, the training was received, the collective production, the marketing and the mobilized participation to move it all was fundamental for women share with their families partners some homemade and take care with the children. This finding confirm a different aspect not economical in solidary economy overcoming the monetary value in associative relationship observing principally individuals well-being and the concern with the form of reproduction this way of life in the associated

Sistemas sociais comunitários e uso de recursos naturais : bases para políticas públicas e desenvolvimento territorial no estado do Pará

Tese (doutorado)—Universidade de Brasília, Centro de Desenvolvimento Sustentável, Programa de Pós-Graduação em Desenvolvimento Sustentável, 2016.

Um “universo” embaraçoso de relações: Homens livres, nobreza negra, escravas, mulatinhos, crioulos e cabrinhas: Salvador no século XIX

O presente estudo procura abordar trajetos de vidas tomando como exemplos sujeitos livres, escravas e forras, no século XIX, na Bahia. Propomos como fio condutor, estudos de caso, para discutirmos cenários de relações de poder, sociais, económicas e culturais, num espaço de grande circularidade cultural e de mestiçagem. O século XIX foi um século de sucessivas transformações, cujas balizas, se situam entre o final do Brasil colónia, a Independência do Brasil (1822) e a implantação formal do Império (Constituição do 1824), e a abolição da escravatura no Brasil (1888) e termina com a constituição da República (1889). Embora o enfoque das fontes usadas se centre no século XIX, procederemos a uma abordagem mais recuada no tempo para percebemos como, ao longo de séculos, se foram construindo relações entre os diferentes grupos sociais, independentemente da cor e da condição social. Focaremos essencialmente a determinação de ex-escravas na luta por direitos que durante séculos lhes foram negados e como estas se integraram na sociedade quer através das relações amorosas, quer através das relações de familiaridades que se construíram durante a sua condição escravas