Percep����o da equipe de sa��de, discentes e usu��rios sobre a comunica����o com indiv��duos surdos na aten����o prim��ria

The study aimed to identify in the professionals and students of health courses that work in a health Basic Unit in the city of Natal/RN their perceptions of the care of deaf patients, and with the population's needs with hearing loss in relation to health care. This is a cross-sectional, exploratory, descriptive study, conducted between April to July 2014, with a population composed of 21 health professionals, 17 students and 8 deaf users. For data collection, we used a structured questionnaire with open and closed questions applied to groups composed of health professionals (doctors, dentists, nurses and health workers) and students of medical schools, nursing, physical education, nutrition and social service. The professionals/students answered a semi-structured questionnaire with open and closed questions concerning the possible difficulties the care of the deaf and hearing impaired. Data collection with deaf users was conducted through filmed interview for the Brazilian Sign Language (Libras) could be interpreted as to the Portuguese by the researcher. With the latter it was conducted a survey of their reactions when looking for a care in the health service. Regarding the profile of identification of the subjects, it was analyzed by simple descriptive statistics (absolute and relative frequencies). The open questions were analyzed through the content analysis technique which allowed the categorization process preserving all the points raised in the discussion so that the lines were representative of the whole. When asked about the professionals and students attitude used to communicate with deaf patients possible the following categories emerged: the "writing", the "gestures" and the "third party assistance". With regard of the deaf, when asked about their experiences in seeking care in health, the elucidated categories were: "quality of care to the hearing impaired", "communication with the hearing impaired adequacy" and "dependence on third parties." The closed questions were measured and adapted to the 5 degrees of variation Likert Scale, which comprised three of these issues: degree of difficulty in communication to meet a patient with hearing loss (minimum to great difficulty); feeling of comfort while using sign language (minimum to severe discomfort); and knowledge of the Law 10.436, which provides for the Brazilian Sign Language (Libras) (low knowledge to entirely clear). The data collected with professionals and students revealed some misunderstanding and discomfort in health care for deaf patients, reality also evidenced in the opinion of the deaf participants. This study revealed problems in communication, resulting in negative consequences in serving this population. This diagnosis may be relevant to public policy development and curriculum guidelines essential to the training of health professionals, inclusion and improving assistance to deaf.

Os rumos do fundo p��blico no capitalismo contempor��neo: uma an��lise sobre o financiamento da Pol��tica de sa��de no estado do Rio Grande do Norte

This work analizes the financing of Health Policies on the state of Rio Grande Do Norte, starting at the presumption that SUS is ���Bombarded��� by fiscal ajustments, as a neoliberal strategy to face capital crises.The trafectory of the financing of SUS demands the comprehension of two principles which are, in essence, contradictory: the ���principle of universatility���, which is caracterized by the uncompromising defence of the fundaments of the Sanitary Reform, and the ���principle of containment of social costs���, articulating the macroeconomic policy that has being developed in Brazil since the 1990s and which substantiantes itself on the 2000s.This last defends the reduction of the social costs, the maintanance of primary surplus and the privatization of public social services. Considering these determinations, the objective of this research constitues in bringing a critical reflection sorrounding the financing of the Health Policies on the state of Rio Grande do Norte, on the period from 2004 to 2012.Starting from a bibliografic and documentary research, it sought out to analyze the budget planning forseen on the Budget Guideline Law (LDO) and on the Multiannual Plans (PPA), investigating the reports of the Court of Auditors of the State of RN and gathering information about expenses with health, available on the System of Information About Public Budgeting in Health (SIOPS).The Analises of the data obtained, in light of the theoretic referece chosen, reveals trends in the public budget setting for health on the State of Rio Grande do Norte, which are: a tiny share of investment expenditure on health, when compared to other expenses, the amount used in daily fees and advertising; the high expense in personnel expenses, especially for hiring medical cooperatives;the strong dependence of the state on revenue transferences from the Union; the aplication of resources in actions of other nature considered as health, in exemple of the expenditures undertaken by the budgeting unit Supplying Center S/A (CEASA) on the function of health and subfunction of prophylactic and therapeutic and on the Popular Pharmacy program. Since 2006, expenses refering to Regime Security Servers (RPPA) on the area of health also have being considered as public actions and services in health for constitutional limit ends, beyond the inconsistencies on the PPAs with the actions performed efectively.

Viol��ncia contra mulher: express��es da opress��o ��s mulheres sob a ��gide do capitalismo e do patriarcado

This dissertation is the result of a research process that sought , from the speech of women in situations of violence , examine the difficulties these women to access the "network " of assistance to women victims of violence in the city of Natal/RN . Therefore , we made a critical analysis from the perspective of totality on the processual ontological " being a woman " and " be a man " , articulating the determinations of the subjective and objective dimensions in the lives of women at this juncture . Thus , also reflecting on the system of oppression of women through Capitalism / Patriarchate , articulated with other determinations of reality , as race / ethnicity , sexual orientation , generation and territoriality . Because of the oppression of women in all aspects of social life , the feminist movement led to the public domain claims against the oppressions of women and fight for Public Social Policies that aim to the particularities of women , among them, the social policies of coping violence against women . The speeches of the women interviewed show the contradictory aspect of work in women's lives . On the one hand , can become a means to financial independence ( with the possibility of exit from violent means). On the other , it can become "cause " of justification for the exercise of violence against women by their partners or former partners . Also show that despite legal advances , there is no effective implementation of policies aimed at women . This occurs as a result of capitalism / patriarchy and the context of neoliberal management of big capital . Thus , the feminist movement , as well as the social movement of the working class , must seek the empowerment of women through the struggle to end all forms of oppression , exploitation and domination among humans.

As m��ltiplas dimens��es da garantia dos direitos do paciente idoso internado: o caso de uma institui����o hospitalar p��blica no munic��pio de Natal/RN

In the context of current capitalist society, marked by the logic that restricts the human person their status as workforce, in order to generate profits, old age is often treated as an underprivileged life stage. This reality becomes more intense considering the sharp aging process that affects brazilian society is accompanied by the country's entry into a globalized world and tensioned by the dictates of capital. Thus, despite the increasing development of policies to strengthen the guarantee of elderly rights, it is necessary to establish effective strategies of these measures to ensure a higher quality of life to these subjects. Therefore, it is necessary to develop studies that problematize the issue of the elderly, which represent a growing portion of the population, and hence have more visible demands, including in health. With the increase in the elderly population in Brazil it is possible to realize the country is going through a demographic transition and epidemiological changes that contribute to change the landscape of health care of the elderly, especially the hospitalization. Thus, this study aimed to analyze the multiple aspects of ensuring the rights of elderly patients admitted to the State Hospital Dr. Ruy Pereira dos Santos (HRPS), located in Natal / RN, whose most patients are elderly. Specifically sought to understand the aging process, its social consequences and the vulnerability to which it is exposed, especially during the disease situation; understand the process of construction of the Brazilian public health and their actions for older people; learn the expressions of citizenship formation in Brazil with regard to policies for older people; and investigate the design of health professionals about the guarantee of the right of hospitalized elderly. Starting from an integrated coordinated theoretical and practical possibilities, a qualitative research and literature character, documentary and field was held. For this, there were four semi-structured interviews with health research locus Hospital professionals - namely, two social workers, a doctor and a nurse - as well as life stories with the hospitalized elderly patients, one in each deck the said Hospital, totaling three. The results pointed to the difficulty of health policy become effective as law and stressed one historical scenario violation of the rights of elderly hospitalized patients, which persists due to the precarious situation and the difficulty of effective implementation of the Unified Health System (SUS ) and other public policies to that end.

No fio da meada: um estudo acerca da precariza����o do trabalho na ind��stria t��xtil

In line with the process of financialization and globalization of capital, which has intensified in all latitudes of the globe, the world of work is permeated by his determinations arising and also has been (re) setting from numerous changes expressed by example, in the unbridled expansion of temporary forms of work activities, and flexible outsourced by the growth of informality, forming a new morphology of work. However, regardless of how these forms are expressed in concrete materiality, there is something that unifies: all of them are marked by exponentiation of insecurity and hence the numerous negative effects on the lives of individuals who need to sell their labor power to survive. Given this premise, the present work is devoted to study, within the framework of the Brazilian particularities of transition between Fordism and Toyotism, what we call composite settings of the conditions and labor relations processed within the North river- textile industry Grande. To this end, guided by historical and dialectical materialism, we made use of social research in its qualitative aspect, using semi-structured interviews, in addition to literature review, information retrieval and use of field notes. From our raids, we note that between the time span stretching from the 1990s to the current year, the Natal textile industry has been undergoing a process of successive and intense changes in their modus operandi, geared specifically to the organization and labor management causing, concomitantly, several repercussions for the entire working class.

No fio da meada: um estudo acerca da precariza����o do trabalho na ind��stria t��xtil

In line with the process of financialization and globalization of capital, which has intensified in all latitudes of the globe, the world of work is permeated by his determinations arising and also has been (re) setting from numerous changes expressed by example, in the unbridled expansion of temporary forms of work activities, and flexible outsourced by the growth of informality, forming a new morphology of work. However, regardless of how these forms are expressed in concrete materiality, there is something that unifies: all of them are marked by exponentiation of insecurity and hence the numerous negative effects on the lives of individuals who need to sell their labor power to survive. Given this premise, the present work is devoted to study, within the framework of the Brazilian particularities of transition between Fordism and Toyotism, what we call composite settings of the conditions and labor relations processed within the North river- textile industry Grande. To this end, guided by historical and dialectical materialism, we made use of social research in its qualitative aspect, using semi-structured interviews, in addition to literature review, information retrieval and use of field notes. From our raids, we note that between the time span stretching from the 1990s to the current year, the Natal textile industry has been undergoing a process of successive and intense changes in their modus operandi, geared specifically to the organization and labor management causing, concomitantly, several repercussions for the entire working class.

���Escritores da liberdade���: hist��rias reais de jovens que cumpriram medidas socioeducativas em meio aberto no munic��pio do Natal/RN

Such work aims to analyze aspects of the lives of adolescents, authors of Infraction, after completion of the Socio-Educational Measures in Half Open (Probation - LA and Services to the Community - PSC) in the city of Natal / RN in 2010. Thus, it become necessary to point out and consider the socio-historical determinations that permeate the lives of these young men, estimating the economic, social, political and historical aspects. We understand that these individuals experience numerous expressions of Social Issues, such as lack of opportunities, violence, unemployment, among others. In the reduction context of the State actions for the social, and investments negligible in public policies. Thus, the research aimed to identify such determinations in the lives of adolescents, young people today, and aimed to know these adolescents and analyze the family situation, socio-economic and political these, after completion of educational measures; and to evaluate the inclusion in school life and in the labor market. Therefore, we used as a methodological way the qualiquantitative research, using the procedure of 4 (four) semi-structured interviews, 9 (nine) analysis processes by configuring so documentary research, through the analysis of reports, processes and monitoring documents. The universe of analysis went adolescents who fulfilled socio-educational measures in liberty in the city of Natal / RN. The sample consisted of nine (9) young, that we follow during the mandatory curricular training, in the period of graduation in Social Work at the Federal University of Rio Grande do Norte, in 2010. The time frame of the research took place between 2010 - 2014. The results of this study indicate that the solution to problems of violence is not the reduction of criminal majority. It is necessary to take actions in ensuring rights and allow other living conditions to the children and adolescents, because, in fact, in the society there is a tendency to regression of rights. We learn that, despite all the difficulties, as: low education, access to the labor market, low income, among others, young people interviewed understand the Socio-Educational Measures such as a watershed in their lives, because, they do not practice more illicit acts, they seek a better life, they have dreams and plans for the future, and they continue writing their histories.

���Escritores da liberdade���: hist��rias reais de jovens que cumpriram medidas socioeducativas em meio aberto no munic��pio do Natal/RN

Such work aims to analyze aspects of the lives of adolescents, authors of Infraction, after completion of the Socio-Educational Measures in Half Open (Probation - LA and Services to the Community - PSC) in the city of Natal / RN in 2010. Thus, it become necessary to point out and consider the socio-historical determinations that permeate the lives of these young men, estimating the economic, social, political and historical aspects. We understand that these individuals experience numerous expressions of Social Issues, such as lack of opportunities, violence, unemployment, among others. In the reduction context of the State actions for the social, and investments negligible in public policies. Thus, the research aimed to identify such determinations in the lives of adolescents, young people today, and aimed to know these adolescents and analyze the family situation, socio-economic and political these, after completion of educational measures; and to evaluate the inclusion in school life and in the labor market. Therefore, we used as a methodological way the qualiquantitative research, using the procedure of 4 (four) semi-structured interviews, 9 (nine) analysis processes by configuring so documentary research, through the analysis of reports, processes and monitoring documents. The universe of analysis went adolescents who fulfilled socio-educational measures in liberty in the city of Natal / RN. The sample consisted of nine (9) young, that we follow during the mandatory curricular training, in the period of graduation in Social Work at the Federal University of Rio Grande do Norte, in 2010. The time frame of the research took place between 2010 - 2014. The results of this study indicate that the solution to problems of violence is not the reduction of criminal majority. It is necessary to take actions in ensuring rights and allow other living conditions to the children and adolescents, because, in fact, in the society there is a tendency to regression of rights. We learn that, despite all the difficulties, as: low education, access to the labor market, low income, among others, young people interviewed understand the Socio-Educational Measures such as a watershed in their lives, because, they do not practice more illicit acts, they seek a better life, they have dreams and plans for the future, and they continue writing their histories.

NA PALMA DA M��O: A difus��o de celulares e smartphones e possibilidades para o ensino-aprendizagem no Brasil

A pesquisa considera a difus��o de celulares e smartphones e as consequ��ncias deste fato em possibilidades para o ensino-aprendizagem. Aparatos de comunica����o sempre estiveram ligados ao processo de ensino-aprendizagem. Entretanto, com o desenvolvimento mais intenso, nas ��ltimas d��cadas, das Tecnologias de Informa����o e Comunica����o (TIC), essa rela����o vem ganhando novos contornos. Surge a Internet, a evolu����o das m��quinas computacionais e, recentemente, a explos��o dos dispositivos m��veis, fornecendo novos produtos e serviços convergentes. Nesse contexto, celulares e smartphones tem sido utilizados e recomendados para apoio e complemento do processo de ensino-aprendizagem: a chamada Aprendizagem M��vel. Esse ramo cresce devido �� r��pida expans��o e barateamento dessas tecnologias na sociedade. Para verificar cientificamente essa rela����o foi realizada uma pesquisa de natureza qualitativa, do tipo explorat��ria, com dois projetos de Aprendizagem M��vel em andamento no Brasil, o Palma ��� Programa de Alfabetiza����o na L��ngua Materna e o Escola Com Celular ��� ECC. Assim, a partir dos dados provenientes da pesquisa, identificamos alguns aspectos relacionados ao uso de celulares e smartphones para o processo de ensino-aprendizagem que contribuem na compreens��o desse campo ainda em constru����o no Brasil. O uso desses dispositivos como suporte para processos de ensino-aprendizagem nos projetos estudados �� delineado pelos aspectos tecnologia, dispositivo, p��blico e contexto e novas tecnologias e Aprendizagem M��vel. O aspecto dispositivo desdobra-se em dimens��es como dissemina����o, multifuncionalidade e acessibilidade que embasam os projetos, ainda favorece caracter��sticas apontadas como importantes para o processo de ensino-aprendizagem na atualidade, como mobilidade e portabilidade. Os projetos pesquisados demonstram potencial e metodologia adequada aos contextos para os quais foram criados e aplicados. Entretanto, a pesquisa indicou que ao mesmo tempo em que celulares e smartphones representam o ��pice da converg��ncia tecnol��gica e s��o considerados extremamente populares e acess��veis na sociedade contempor��nea, com possibilidades concretas como nos projetos estudados, n��o conseguiram conquistar uma posi����o s��lida como suporte para o ensino-aprendizagem. Tal indica����o se deve, de acordo com o corpus, �� car��ncia de alguns fatores, como: fomento, as pr��ticas se mostram extremamente dependentes da iniciativa p��blica ou privada para sua extens��o e continuidade; sensibiliza����o para o uso de tecnologias dispon��veis, n��o consideram o aparelho dos pr��prios alunos e um planejamento que inclua, capacite e incentive o uso desses dispositivos. Al��m disso, a pesquisa tamb��m destaca a necessidade de uma vis��o cr��tica do uso e papel da tecnologia nesses processos.

A PESQUISA ACAD��MICA SOBRE COMUNICA����O POPULAR, ALTERNATIVA E COMUNIT��RIA NO BRASIL: an��lise de disserta����es e teses produzidas em Programas de P��s-Gradua����o em Comunica����o entre 1972 - 2012

Mapeamento das disserta����es e teses referentes �� sub��rea da comunica����o popular, alternativa e comunit��ria (CPAC) desenvolvidas nos Programas de P��s-Gradua����o em Comunica����o stricto sensu no Brasil, de 1972 a 2012. Dentre os objetivos est��o localizar as pesquisas; os autores; sua distribui����o no tempo e espa��o; identificar as institui����es e orientadores que impulsionam a sub��rea; definir as abordagens te��rico-metodol��gicas; e apontar autores/conceitos refer��ncia. Por meio de pesquisa explorat��ria e aplica����o de quatro filtros, chegou-se a uma amostra final de 102 pesquisas, 87 disserta����es e 15 teses, submetidas �� an��lise quantitativa, por meio de An��lise de Conte��do a partir de partes pr��-definidas (Resumo, Palavras chave, Introdu����o, Sum��rio, Considera����es Finais e cap��tulo metodol��gico, quando presente), e a uma an��lise qualitativa do conte��do completo das 15 teses. O m��todo que orienta esta pesquisa �� o hist��rico dial��tico, na perspectiva da busca de uma an��lise de conjunto e atenta ��s contradi����es e mudan��as que o objeto est�� implicado; e a pesquisa bibliogr��fica que a fundamenta se ancora em autores como Jorge Gonz��lez, Cicilia Peruzzo, Regina Festa, Pedro Gilberto Gomes, Gilberto Gim��nez e Augusto Trivi��os e foi realizada com o apoio do software NVivo. Resultados quantitativos indicam: a) predomin��ncia de pesquisas sobre comunica����o comunit��ria (68%) b) predomin��ncia de estudos emp��ricos (79%); c) a variedade de denomina����es atribu��das ��s experi��ncias pelos pesquisadores; d) a constante luta das classes populares por democratiza����o da comunica����o e por direitos sociais ao longo dos anos; e) a influ��ncia e import��ncia dos intelectuais org��nicos nas experi��ncias estudadas, f) problemas metodol��gicos; g) UMESP, USP e UFRJ como institui����es protagonistas, e, h) Cicilia Peruzzo e Raquel Paiva como as que mais orientam teses e disserta����es sobre a tem��tica. Quanto �� an��lise qualitativa verificaram-se alguns crit��rios que permeiam a CPAC: 1) a defini����o de classes subalternas; 2) a import��ncia da participa����o ativa das comunidades nos processos de comunica����o; e 3) formas, conte��dos e objetivos que se complementam e d��o identidade ��s experi��ncias

A COMUNICA����O MERCADOL��GICA E A APROPRIA����O DE UM ESTILO DE VIDA ��� ESTUDO DE CASO DA MARCA HARLEY DAVIDSON NO BRASIL

Este estudo busca entender como um processo de comunica����o mercadol��gica pode vincular na mente de seus consumidores elementos simb��licos sobre estilo de vida e pertencimento a uma comunidade da marca alimentando o imagin��rio de seus consumidores por meio de uma filosofia de vida e forma de viver muito particular. A argumenta����o da marca �� regida em rela����o 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 �� uma marca que integra todos esses elementos. Os procedimentos metodol��gicos escolhidos para esta disserta����o foram pesquisa bibliogr��fica e documental, que contribu��ram para a forma����o do conhecimento te��rico e informacional. Al��m disso, uma pesquisa de campo subdividida em: observa����o participante com os consumidores da cidade de Sorocaba; participantes do HOG, que �� o moto clube exclusivo da marca, coleta de entrevistas semiestruturadas com os membros do HOG de Sorocaba, concession��rio Sorocaba e funcion��rios da empresa no Brasil. Por meio desse trabalho percebeu-se que a comunica����o mercadol��gica e suas a����es v��m ao encontro das aspira����es, sensa����es 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 s��o grandes entusiastas da marca e da sua filosofia de vida.

PUBLICIDADE E O POLITICAMENTE CORRETO: INTERDISCURSIVIDADES NA CONSTRU����O SOCIAL DO SENTIDO

Ao que se percebe, paradigmas at�� ent��o vigentes passam a ser considerados singulares e ditatoriais. Em contrapartida, estabelece-se uma nova acep����o, cujo norte �� o pensar ���politicamente correto���. Entendendo a publicidade como um produto sociocultural, essa pesquisa inicialmente �� bibliogr��fica visando �� conceitua����o e an��lise de quest��es inerentes ao seu tema. Com este contexto devidamente apreendido, uma an��lise pragm��tica do discurso foi realizada em um corpus de an��ncios publicit��rios veiculados entre 2009 e 2014, no meio televisivo brasileiro de formato aberto. Nossa investiga����o se concentrou nos modos com que os elementos postulados pelo pensamento politicamente correto v��m sendo incorporados ao g��nero publicit��rio em constru����es de sentido. Pudemos observar uma tend��ncia de repreens��o de determinados grupos a conte��dos publicit��rios que tocam em tem��ticas muito espec��ficas, com interpreta����es marcadas por um alto grau de subjetividade; e o que se busca muitas vezes, atrav��s de um empoderamento permitido por nosso contexto atual, �� mesmo a supress��o de determinadas tem��ticas dentro da comunica����o publicit��ria.

O EST��TICO E O SOCIAL, IMAGEM E CONTEXTO NA CAPA DA ILUSTR��SSIMA

Esta pesquisa investiga a presen��a da imagem na capa do suplemento cultural dominical da Folha de S. Paulo, a Ilustr��ssima, a partir de um estudo de caso. O foco foi a an��lise das condi����es sociais e est��ticas de produ����o dessa imagem de origem art��stica, levando em conta a mistura entre arte e jornalismo que o suplemento comporta e os conceitos de hibrida����o e de converg��ncia. T��cnicas da An��lise de Discurso auxiliaram na an��lise da articula����o entre as quest��es est��ticas (condi����es textuais) e extratextuais (condi����es sociais), onde os sentidos s��o renovados a partir das tens��es e contradi����es entre texto e contexto. A metodologia baseia-se nos Estudos Visuais, campo que tem o pensamento de Edgar Morin como principal influ��ncia, possibilitando-nos um olhar complexo sobre a produ����o da imagem presente na Ilustr��ssima.

A COMUNICA����O POPULAR NA CONSTRU����O E PRESERVA����O DA MEM��RIA DAS LUTAS POPULARES NO BRASIL (d��cadas de 1970 e 1980)

Nas d��cadas de 1970 e 1980 houve a eclos��o de experi��ncias comunicacionais populares, em todo Brasil, com vasta produ����o de materiais, especialmente arquivados pelos centros de documenta����o. Em sua maioria, criados e financiados por setores progressistas da Igreja Cat��lica e Protestante. Entre eles, o Centro de Pastoral Vergueiro (CPV) e o Centro de Comunica����o e Educa����o Popular de S��o Miguel Paulista (CEMI) que tamb��m tiveram importante papel na constru����o e preserva����o da mem��ria das lutas populares no per��odo de reorganiza����o social, no contexto de distens��o da ditadura militar. No entanto, tais acervos est��o em iminente risco, por falta de investimento e vontade pol��tica. O que seria um preju��zo hist��rico e cient��fico para movimentos sociais atuais e �� pesquisa acad��mica. O objetivo do estudo �� identificar a que se deve este desinteresse. A abordagem se d�� pelo m��todo da hist��ria oral e como t��cnicas de investiga����o adotamos a pesquisa bibliogr��fica, documental e a pesquisa de campo, por meio da entrevista em profundidade. A falta de uma pol��tica p��blica que garanta a preserva����o dos documentos �� sinal de que no Brasil predomina uma cultura que n��o privilegia a mem��ria, sobretudo das camadas empobrecidas da popula����o. Al��m do que, a mem��ria pode ser subversiva. Afinal tais documentos expressam a for��a da participa����o popular no processo de transforma����o social e podem despertar novas a����es, o que n��o interessa aos grupos que est��o no poder.

COMUNICA����O E MARKETING NA EDUCA����O SUPERIOR: uma an��lise dos conte��dos comunicacionais online de institui����es de ensino privadas

O presente contexto mercadol��gico da educa����o superior, onde a concorr��ncia �� cada vez mais acirrada, tem levado as institui����es de ensino a estabelecer um processo de gest��o de comunica����o e marketing mais estrat��gico e competitivo, buscando alcan��ar uma posi����o diferenciada em rela����o �� concorr��ncia, a fim de conquistar seus p��blicos de interesse. Este trabalho contemplou a aplica����o dos objetivos de comunica����o no mercado de ensino superior, analisando as formas pelas quais as institui����es v��m estabelecendo os processos comunicacionais com seus p��blicos-alvo, estando direcionado para as Universidades privadas brasileiras. A pesquisa se ap��ia em: revis��o bibliogr��fica, entrevistas em profundidade com gestores de comunica����o e marketing do setor pesquisado e an��lise de conte��do de pe��as de comunica����o em m��dia online. Inicialmente foi elaborado um relato acerca do contexto atual do mercado de ensino superior no Brasil: sua evolu����o e caracteriza����o. Em seguida, definiu-se marketing aplicado ao segmento de educa����o superior: conceitos e o papel designado a ele. Posteriormente relacionou-se comunica����o mercadol��gica com o serviço de educa����o superior e sua aplicabilidade neste setor. Depois, foram realizadas entrevistas em profundidade - semiestruturadas, com gestores de comunica����o e marketing de duas institui����es, localizadas na cidade de S��o Paulo (Insper e Universidade S��o Judas Tadeu) com posicionamentos antag��nicos e classifica����es distintas quanto �� sua imagem para o mercado -, com a finalidade de conhecer suas vis��es e opini��es sobre o mercado e as a����es de comunica����o de marketing que v��m adotando. Finalmente, foi elaborada an��lise de cont��udo, comparando an��ncios (pe��as publicit��rias) em m��dia online das duas IES estudadas. Todos os procedimentos da an��lise de cont��udo foram estabelecidos e categorizados com base nos objetivos de comunica����o definidos por Yanaze (2011).