Estratégias de marketing para a base da pirâmide: uma abordagem de prática social

Orientações estratégicas com uma perspectiva social são cada vez mais comuns em grandes corporações multinacionais, sobretudo em um contexto de exclusão e desigualdade social em uma era de globalização. As estratégias de base da pirâmide surgem nesse contexto, fundamentadas no argumento de que é possível erradicar a pobreza em escala global através das estratégias das grandes corporações junto às camadas sociais da base. Se por um lado este discurso é apoiado e repetido por empresas e agências de desenvolvimento internacional, há por outro lado, uma visão mais crítica que questiona os verdadeiros resultados e interesses existentes por trás destas estratégias. Apesar disso, falta diálogo entre os autores que defendem cada uma das vertentes. Esta dissertação origina-se a partir da necessidade de abordagens alternativas ao binômio crítica-mainstream, particularmente no âmbito da estratégia de marketing. Foi adotada então uma perspectiva de estratégia como prática social, a fim de se investigar os principais aspectos da formação destas orientações estratégicas em marketing e contribuir para a melhor compreensão do fenômeno. A fim de investigar estratégias de marketing internacional focadas na base da pirâmide no Brasil sob uma perspectiva de estratégia como prática social, foi realizado um estudo de caso em uma empresa multinacional norte-americana com ampla atuação no país, mais especificamente no setor de bebidas e alimentos. Os resultados da pesquisa destacam a relevância de desenvolvimentos acadêmicos e gerenciais focados em questões de política e de poder, especialmente para pesquisadores e praticantes sediados em países emergentes e vinculados tanto ao âmbito privado quanto ao âmbito público.

Os empoderados da agricultura familiar: capital social nos territórios do seridó e do sertão do Apodi/RN

The study of social practices aims to overcome the theoretical dichotomies that insist on separating the individual from the social structures and vice versa. In this sense, the debate between objectivism and subjectivism in the construction of social reality still has occupied much time and reflection of various scholars of the humanities. Pierre Bourdieu has extensive work that seeks to advance in relation to the theoretical framework of traditional sociological explanations. Bourdieu`s approach regarding social practices is considered by some researchers as a synthesis of classical theories and by others as an attempt of complexify contemporary studies on the significance of social life. This thesis sharesthis effort to understand the social practices of agents, aiming to analyze the strategies of social and political leaders of family farming in the territories of Seridó and Apodi in Rio Grande do Norte, and it has as reference the theoretical and methodological concepts of habitus, field and capital, in Bourdieu. Therefore, we studied the trajectories of social leaders, here called agents as family farming in the two locations in Rio Grande do Norte. As techniques and procedures of the study, we resortedto semi-structured interviews, observations, participation in events and other researches. In conclusion, this thesis gives an account of the construction of two different relational fields for the activities of agents of family farming in the territories of Seridó and Apodi. Although the relational fields in the territories have been structured under the same prevailing institutions, which are: church, union and political party, the social practice of agents shows itself from social position and political variety. Even with the similarities and differences identified and analyzed in different fields of construction, the social relations of the agents in the territories result in the construction of gated communities, the social capital that is the substrate which the agents called empowered .

Resistência e performance na arte de João Cota

Researching about the art of tell and the tales told by João Cota is somehow revisiting the oral tradition and social practice in the story-telling art. It takes into consideration the resistance this art still exerts, mainly by using the performance of oral transmission and receptiveness to tales. The study of this practice contributes to the vivacious and dynamcis permanence of this authentic and traditional storyteller of his repertory and of his form to tellin our culture. Story-telling is part of the humankind living heritage communicated by means of popular wisdom. Despite the risk of vanishing into thin air, along with their narrators, the tales still manage to resist the contemporary mass culture model. How long further will stories like the ones narrated by João Cota be able to resist to strong and stronger structures dictated by writing and other communication means? João Cota s practice in story-telling will be studied not only as a proposal to identify the presence of this practice and the oral cultural resistance but also, through the performance prospective, to identify the oral transmission and receptiveness to the tales that are part of this storyteller s repertoire. In other words: what he tells, how he tells it, and why he tells it. The advent of new technologies such as internet, through which people can easily communicate with others in different parts of the world, and the greater and greater expansion in the writing skill concept interfere the maintenance of the oral tradition elements present in João Cota s narratives and inserted in the Brazilian culture. This has become more visible in the latest decades although we still notice the living tradition and permanence of the story-telling practice in several parts of the country through their wise storytellers. Our research target will require - in each of its study stages reference to works by several theoreticians namely Paul Zumthor, Mikhail Bakhtin, Câmara Cascudo, theoreticians from the receptiveness aesthetic, from the written culture history, from oral cultures and reading practices, from tradition and the Brazilian Culture of oral story-telling. In order to get to know and draw a profile of this storyteller, we ve chosen to use the comprehensive interview method by French Sociologist Jean Claude Kaufmann. The originality in the method consists of the qualitative data put together in situ , concentrated on the storyteller s narratives/speeches recorded on tape, which will be the focal point of this study. Our analysis method is based on tireless sessions of listening to interviews out of which we gathered information related to the storyteller, his practice in telling the tales, and his repertoire

As práticas exitosas de leitura no ensino fundamental: vozes sociais de professores e de estudantes

The school is the social place which should provide the formation of critical readers. In this context, the role of the teacher is crucial when it comes to teaching reading. Thus, this doctoral research aims to explicit the reading practices evidenced from social voices of teachers and Fundamental School students from state public schools at RN that have successful results, according to IDEB 2009. Moreover, we seek to explicit, through the positions of teachers, the conceptions of reading underlying their reading activities, as well as elucidate the social voices related to teaching of reading that are present in the National Curriculum Guide for 9 years Fundamental School and in the Political-Pedagogical Projects of the educational institutions investigated. In order to accomplish this goal, we carried out observations in the classroom, applied questionnaires with teachers and students in the 9th grade of Fundamental School, in classes of Portuguese Language, and also performed dialogical meetings with the management and pedagogics schools teams. The theoretical foundation that guides the research comes from bakhtinian thinking (2009, 2010), which addresses the dialogical perspective of language and active responsive comprehension. Furthermore, this work is anchored in theoretical reflections of Antunes (2005, 2009) and Geraldi (2003, 2006, 2010) about the reading and writing in the country, which contribute to the resizing of the teaching and learning process of Portuguese Language. This study belongs to the field of Applied Linguistics, which investigates language as social practice in the context of learning mother language or in contexts where relevant questions about the use of language are evidenced. The parameters of qualitative research in a social-historic perspective are adopted seeking to understand the school context by the subjects involved in research. The research corpus is composed of: (i) information constructed through the use of questionnaires with teachers and students; (ii) information constructed from the observed lesson and dialogue with management and pedagogical teams; (iii) a set of selected information, i.e., empiricism built through documentary analysis of the National Curriculum Guide for 9 years Fundamental School (CONSELHO NACIONAL DE EDUCAÇÃO, 2010) and the Political- Pedagogical Projects of the investigated schools. The analysis of the sayings of teachers and students suggest reading practices from various texts, in particular, from the literary sphere, in activities involving discussions, reading and reading comprehension exercises, interviews, songs, seminars organizations, concerts, dramatizations, literary weeks, among other practices. Furthermore, these analyses reveal that teach Portuguese Language requires commitment, responsibility and satisfaction, as well as more grounded theoretical principles, which make teaching practice more efficient. The research also reveals that the success of the teaching-learning process occurs by virtue of the involvement of school s segments in the educational process, creating therefore a network of responsibilities. In this sense, this research may contribute to the production of knowledge that can guide and enrich the teaching and learning of reading, envisioning a pedagogical practice constructed from the relationship with the other, i.e., from the dialogism which provides formation of young people that exercise their citizenship

Uma proposta metodológica para a formação continuada de professores na perspectiva histórico-social

O texto apresenta uma proposta para a formação de professores, baseada na pedagogia histórico-crítica. São apresentados três eixos básicos para orientar esse trabalho: domínio dos conteúdos escolares e formas de ensinar; estudo da concepção dialética; formação de uma nova atitude ético-política. A metodologia sugerida é similar àquela que os professores poderão usar com seus alunos. Procura seguir os cinco passos propostos por Saviani: a prática social, a problematização, a instrumentalização, a catarse e a prática social.

O oral/falado e o letrado/escrito: um olhar para as grafias das vogais pretônicas

Pós-graduação em Estudos Linguísticos - IBILCE

Práticas letradas/escritas na internet: marcas do outro no processo de textualização via MSN

Pós-graduação em Estudos Linguísticos - IBILCE

O processo de apropriação social das novas tecnologias: as contribuições da televisão digital na formação e atuação dos professores da educação básica

Pós-graduação em Televisão Digital: Informação e Conhecimento - FAAC

Leitura: algumas reflexões sobre teoria e prática no contexto escolar

Pós-graduação em Letras - FCLAS

Construção de leitores e escritores: um processo que se desenvolve na educação infantil

Pós-graduação em Serviço Social - FCHS

A dimensão educativa na prática profissional do assistente social no trabalho com comunidades em Campinas-SP 2001-2004

Pós-graduação em Serviço Social - FCHS

A prática social na pedagogia histórico-crítica e as relações entre arte e vida em Lukács e Vigotski

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Educandas do PEJA em conversas sobre a língua inglesa e sua influência no cotidiano

This paper was developed through literacy events (Barton, 2000) about English language, understood as a social practice of writing and reading. The subjects involved in this research were women, between forty and seventy years old, students of a Young and Adult Education Project (PEJA) that occurs at UNESP/Rio Claro, whose are looking forward to conclude basic school. We intended to see in their speeches reflections about the English language presence in our society and how they deal with this foreign language. Thus, we optimize this contact exposing those women to daily situations where English language was present. To foment dialog and ideas discussions, we brought to the classes common elements, materials such as street advertisements photos with words in English. We noticed that most students recognize the constant English presence and, even they never had formal English education, they were able to establish relations between the uses of English words in everyday Portuguese at most different spheres of life. And, at many times, foreign word comprehension is related to English words use instead of a native one leading to an English naturalization process in the Brazilians speeches world.

O uso social da leitura e as práticas pedagógicas em sala de aula: construção de conhecimentos e formação de leitores

This research aimed at studying the social role of reading, its importance in building knowledge and training of readers, as well as reflect on the teaching of reading in schools, with children in the literacy process. For their achievement, were used as theoretical support authors who are dedicated to the study of language, thematic reading, and phenomena that occur through it in the school environment, especially those of Bakhtin, Kleiman, Chartier, Foucambert, among others . The research was carried out using the approach of qualitative research, using participatory action research, through which the researcher could have direct contact with the observed phenomena, to participate and collect the participants' actions in its natural context, the from their perspective and their views. As for collecting and analyzing data, we used the tools of questionnaire, interview and participant observation. Its subjects a literacy class and their respective teacher, in 2009. By analyzing this information, one can draw a picture of reading in the school environment and teaching practices that surround this object. The results of the literature survey and data analysis suggest that reading is a social practice, and as such has indispensable social function in society today. And the school, one of the greatest instruments of contact with the world of letters, therefore, of reading for children means not literate, have key role in developing and training of readers who are aware of the importance of reading and perpetuate this practice in their daily lives. Similarly, subjects of research, have achieved an advanced level of literacy and understand the social role of reading and its importance to live in society, in which they belong

Práticas dialógicas em sala de aula: condição fundante do sujeito letrado

This research intend to situate the process of literacy as a practice interlocutive acquisition of written language, through which students interact with each other and the teacher, and through these interactions are constituted as a subject of dialogue and history. So he had as an aim to investigate through the key concepts of dialogism Bakhtin and discourse analysis, the possibilities of teaching and learning of reading and writing, using language in use, showing the dialogical practices in order to demonstrate that the verbal interactions that result from the actual discursive situations, actually originated in the classroom, from working with the genre can guide the teaching of reading and writing and its social use. Therefore, I base this research on the methodological framework of literature and field. This takes place in view of observed teaching practice related to the early years of literacy and, therefore, to investigate such activities are carried out that reading and writing during the teaching of mother tongue, as are utilized practices of orality and literacy in room classroom and, even if the teacher makes use of this type of language for the acquisition of written language. The results of analysis of data collected by the instruments used, namely, questionnaires, systematic observation and textual production of the students, point to the fact that the literacy teaching practices, classroom researched are far from forming a student literate because the fact of the teachers surveyed knew not the key content for teaching the language, means that they will lead to literacy, from the point of view of language as a monologic process.