A interpretação da comunicação publicitária na perspetiva do segmento sénior: contributo para a sua compreensão

O aumento da esperança média de vida e a redução do número de nascimentos, tem conduzido a um aumento significativo da população sénior, e apesar de ser conotado como um fenómeno característico dos países desenvolvidos, esta é uma realidade quase universal, que tem assumido particular incidência na Europa. No entanto, apesar de frequentemente estigmatizada com base em estereótipos negativos, no que diz respeito às suas capacidades físicas e mentais, na atualidade, o perfil dos seniores, sofreu alterações significativas dada a sua disponibilidade de tempo e dinheiro, transformando-o num segmento com um peso significativo no incremento da economia e um target desejável para os media e seus agentes. Deste modo, por via da alteração do paradigma social; envelhecimento da população e a crescente importância deste segmento para o mercado, é pertinente compreender a relação entre o sénior e a comunicação publicitária. Nesse sentido, o objetivo deste paper é proceder a uma revisão narrativa que permita compreender as principais tendências de pesquisa neste campo. Serão assim examinadas as duas abordagens empíricas relativas a esta temática, a primeira centrada na comunicação publicitária dirigida ao sénior e suas caraterísticas e a segunda a comunicação publicitária do ponto de vista do sénior.

Legal and political regulation of higher education in Portugal: an evolutionary perspective on the current policy issues and the problem of order

The higher education system in Europe is currently under stress and the debates over its reform and future are gaining momentum. Now that, for most countries, we are in a time for change, in the overall society and the whole education system, the legal and political dimensions have gained prominence, which has not been followed by a more integrative approach of the problem of order, its reform and the issue of regulation, beyond the typical static and classical cost-benefit analyses. The two classical approaches for studying (and for designing the policy measures of) the problem of the reform of the higher education system - the cost-benefit analysis and the legal scholarship description - have to be integrated. This is the argument of our paper that the very integration of economic and legal approaches, what Warren Samuels called the legal-economic nexus, is meaningful and necessary, especially if we want to address the problem of order (as formulated by Joseph Spengler) and the overall regulation of the system. On the one hand, and without neglecting the interest and insights gained from the cost-benefit analysis, or other approaches of value for money assessment, we will focus our study on the legal, social and political aspects of the regulation of the higher education system and its reform in Portugal. On the other hand, the economic and financial problems have to be taken into account, but in a more inclusive way with regard to the indirect and other socio-economic costs not contemplated in traditional or standard assessments of policies for the tertiary education sector. In the first section of the paper, we will discuss the theoretical and conceptual underpinning of our analysis, focusing on the evolutionary approach, the role of critical institutions, the legal-economic nexus and the problem of order. All these elements are related to the institutional tradition, from Veblen and Commons to Spengler and Samuels. The second section states the problem of regulation in the higher education system and the issue of policy formulation for tackling the problem. The current situation is clearly one of crisis with the expansion of the cohorts of young students coming to an end and the recurrent scandals in private institutions. In the last decade, after a protracted period of extension or expansion of the system, i. e., the continuous growth of students, universities and other institutions are competing harder to gain students and have seen their financial situation at risk. It seems that we are entering a period of radical uncertainty, higher competition and a new configuration that is slowly building up is the growth in intensity, which means upgrading the quality of the higher learning and getting more involvement in vocational training and life-long learning. With this change, and along with other deep ones in the Portuguese society and economy, the current regulation has shown signs of maladjustment. The third section consists of our conclusions on the current issue of regulation and policy challenge. First, we underline the importance of an evolutionary approach to a process of change that is essentially dynamic. A special attention will be given to the issues related to an evolutionary construe of policy analysis and formulation. Second, the integration of law and economics, through the notion of legal economic nexus, allows us to better define the issues of regulation and the concrete problems that the universities are facing. One aspect is the instability of the political measures regarding the public administration and on which the higher education system depends financially, legally and institutionally, to say the least. A corollary is the lack of clear strategy in the policy reforms. Third, our research criticizes several studies, such as the one made by the OECD in late 2006 for the Ministry of Science, Technology and Higher Education, for being too static and neglecting fundamental aspects of regulation such as the logic of actors, groups and organizations who are major players in the system. Finally, simply changing the legal rules will not necessary per se change the behaviors that the authorities want to change. By this, we mean that it is not only remiss of the policy maker to ignore some of the critical issues of regulation, namely the continuous non-respect by academic management and administrative bodies of universities of the legal rules that were once promulgated. Changing the rules does not change the problem, especially without the necessary debates form the different relevant quarters that make up the higher education system. The issues of social interaction remain as intact. Our treatment of the matter will be organized in the following way. In the first section, the theoretical principles are developed in order to be able to study more adequately the higher education transformation with a modest evolutionary theory and a legal and economic nexus of the interactions of the system and the policy challenges. After describing, in the second section, the recent evolution and current working of the higher education in Portugal, we will analyze the legal framework and the current regulatory practices and problems in light of the theoretical framework adopted. We will end with some conclusions on the current problems of regulation and the policy measures that are discusses in recent years.

Disability in instrumental activities of daily living among older adults: gender differences

OBJECTIVE To analyze gender differences in the incidence and determinants of disability regarding instrumental activities of daily living among older adults. METHODS The data were extracted from the Saúde, Bem-Estar e Envelhecimento (SABE – Health, Wellbeing and Ageing) study. In 2000, 1,034 older adults without difficulty in regarding instrumental activities of daily living were selected. The following characteristics were evaluated at the baseline: sociodemographic and behavioral variables, health status, falls, fractures, hospitalizations, depressive symptoms, cognition, strength, mobility, balance and perception of vision and hearing. Instrumental activities of daily living such as shopping and managing own money and medication, using transportation and using the telephone were reassessed in 2006, with incident cases of disability considered as the outcome. RESULTS The incidence density of disability in instrumental activities of daily living was 44.7/1,000 person/years for women and 25.2/1,000 person/years for men. The incidence rate ratio between women and men was 1.77 (95%CI 1.75;1.80). After controlling for socioeconomic status and clinical conditions, the incidence rate ratio was 1.81 (95%CI 1.77;1.84), demonstrating that women with chronic disease and greater social vulnerability have a greater incidence density of disability in instrumental activities of daily living. The following were determinants of the incidence of disability: age ≥ 80 and worse perception of hearing in both genders; stroke in men; and being aged 70 to 79 in women. Better cognitive performance was a protective factor in both genders and better balance was a protective factor in women. CONCLUSIONS The higher incidence density of disability in older women remained even after controlling for adverse social and clinical conditions. In addition to age, poorer cognitive performance and conditions that adversely affect communication disable both genders. Acute events, such as a stroke, disables elderly men more, whereas early deficits regarding balance disable women more.

Association between social capital and self-perception of health in Brazilian adults

OBJECTIVE To investigate the association between social capital and social capital and self-perception of health based on examining the influence of health-related behaviors as possible mediators of this relationship.METHODS A cross-sectional study was used with 1,081 subjects, which is representative of the population of individuals aged 40 years or more in a medium-sized city in Southern Brazil. The subjects who perceived their health as fine, bad or very bad were considered to have a negative self-perception of their health. The social capital indicators were: number of friends, people from whom they could borrow money from when needed; the extent of trust in community members; whether or not members of the community helped each other; community safety; and extent of participation in community activities. The behaviors were: physical activity during leisure time, fruits and vegetable consumption, tobacco use and alcohol abuse. The odds ratios (OR) and confidence intervals (CI) 95% were calculated by binary logistic regression. The significance of mediation was verified using the Sobel test.RESULTS Following adjustment for demographic and clinical variables, subjects with fewer friends (OR = 1.39, 95%CI 1.08;1.80), those who perceived less frequently help from people in the neighborhood (OR = 1.30, 95%CI 1.01;1.68), who saw the violent neighborhood (OR = 1.33, 95%CI 1.01;1.74) and who had not participated in any community activity (OR = 1.39, 95%CI 1.07;1.80) had more negative self-perception of their health. Physical activity during leisure time was a significant mediator in the relationship between all social capital indicators (except for the borrowed money variable) and self-perceived health. Fruit and vegetable consumption was a significant mediator of the relationship between the extent of participation in community activities and self-perceived health. Tobacco use and alcohol abuse did not seem to have a mediating role in any relationship.CONCLUSIONS Lifestyle seems to only partially explain the relationship between social capital and self-perceived health. Among the investigated behaviors, physical activity during leisure time is what seems to have the most important role as a mediator of this relationship.

Virtual globes as a platform for developing spatial literacy

Dissertation submitted in partial fulfilment of the requirements for the Degree of Master of Science in Geospatial Technologies

Transnational Migrants and Transnational Spirits: An African Religion in Lisbon

Journal of Ethnic and Migration Studies, Vol.34, n.2,pp. 253 — 269

Risco de crédito na banca face ao novo enquadramento normativo em contexto de crise : o caso do crédito a particulares

Mestrado em Auditoria

Evolução do crédito concedido e vencido em Portugal, por setores de atividade, no período de 2008 a 2012

Mestrado em Contabilidade e Gestão das Instituições Financeiras

Rede de mobilidade sustentável de Beja: viabilidade de implementação de um sistema de bicicletas elétricas

Trabalho Final de Mestrado para obtenção do grau de Mestre em Engenharia Civil

Aplicação de ferramentas de simulação estocástica na área de planeamento de uma empresa de abastecimento de água

No presente trabalho procura-se evidenciar algumas soluções para aplicação de simulação estocástica num contexto de gestão dos ativos, aplicado a um sistema de abastecimento de água, tirando partido da informação disponível sobre a manutenção que vem realizando, ao longo dos anos. Procura-se também descrever como estas metodologias podem ser aplicadas noutros casos, futuramente, beneficiando ainda da recolha de informação de colaboradores da empresa, com experiência no cargo e com elevado conhecimento do funcionamento das infraestruturas. A simulação estocástica é uma área cujas ferramentas podem dar uma preciosa ajuda no processo de tomada de decisão. Por outro lado, as organizações preocupam-se, cada vez mais, com o tema da gestão de ativos e com os custos a si associados, começando a investir mais tempo e dinheiro nessa matéria com o objetivo de delinearem estratégias para aumentar o período de vida útil dos seus ativos e otimizarem os seus investimentos de renovação. Nesse contexto, evidencia-se que um adequado plano de intervenções de manutenção e operação é uma boa metodologia, para garantir a redução de falhas no sistema de abastecimento de uma empresa desse setor, bem como garantir que as infraestruturas se encontram em condições de funcionamento. Contudo, esta abordagem tradicional não será suficiente para garantir as melhores práticas e os objetivos que se pretendem alcançar com uma gestão de ativos atual. O trabalho inclui, ainda, um estudo de caso com que se aplicaram as ferramentas estudadas a um caso real de um grupo de bombagem, de uma das Estações Elevatórias da empresa.

A Lei de ZIPF ou Regra 80/20 da Internet

As Leis de Potência, LP, (Power Laws, em inglês), Leis de Pareto ou Leis de Zipf são distribuições estatísticas, com inúmeras aplicações práticas, em sistemas naturais e artificiais. Alguns exemplos são a variação dos rendimentos pessoais ou de empresas, a ocorrência de palavras em textos, as repetições de sons ou conjuntos de sons em composições musicais, o número de vítimas em guerras ou outros cataclismos, a magnitude de tremores de terra, o número de vendas de livros ou CD’s na internet, o número de sítios mais acedidos na Internet, entre muitos outros. Vilfredo Pareto (1897-1906) afirma, no manual de economia política “Cours d’Economie Politique”, que grande parte da economia mundial segue uma determinada distribuição, em que 20% da população reúne 80% da riqueza total do país, estando, assim uma pequena fração da sociedade a controlar a maior fatia do dinheiro. Isto resume o comportamento de uma variável que segue uma distribuição de Pareto (ou Lei de Potência). Neste trabalho pretende-se estudar em pormenor a aplicação das leis de potência a fenómenos da internet, como sendo o número de sítios mais visitados, o número de links existentes em determinado sítio, a distribuição de nós numa rede da internet, o número livros vendidos e as vendas em leilões online. Os resultados obtidos permitem-nos concluir que todos os dados estudados são bem aproximados, numa escala logarítmica, por uma reta com declive negativo, seguindo, assim, uma distribuição de Pareto. O desenvolvimento e crescimento da Web, tem proporcionado um aumento do número dos utilizadores, conteúdos e dos sítios. Grande parte dos exemplos presentes neste trabalho serão alvo de novos estudos e de novas conclusões. O fato da internet ter um papel preponderante nas sociedades modernas, faz com que esteja em constante evolução e cada vez mais seja possível apresentar fenómenos na internet associados Lei de Potência.

Low-cost vibration sensors: tendencies and applications in condition monitoring of machines and structures

Trabalho Final de Mestrado para obtenção do grau de Mestre em Engenharia Mecânica

Participate (or not) in international trade fairs? Decision factors of Portuguese managers

Portugal is a small economy, with an open domestic market that needs competitive exporters to prosper. Trade fairs are an international promotion tool that can be used by firms when considering export development and expansion. This study identifies and evaluates the critical factors that influenced the decision making process of Portuguese SME’s (Small and Medium-Sized Enterprises) managers to participate (or not) in international trade fairs. The results indicate that the firm’s critical decisions factors to select an international trade fair were value for money and the stand (location, typology and size)

From cheating to teaching: a path for conversion of illegal gambling machines

Video poker machines, a former symbol of fraud and gambling in Brazil, are now being converted into computer-based educational tools for Brazilian public primary schools and also for governmental and non-governmental institutions dealing with communities of poverty and social exclusion, in an attempt to reduce poverty risks (decrease money spent on gambling) and promote social inclusion (increase access and motivation to education). Thousands of illegal gambling machines are seized by federal authorities, in Brazil, every year, and usually destroyed at the end of the criminal apprehension process. This paper describes a project developed by the University of Southern Santa Catarina, Brazil, responsible for the conversion process of gambling machines, and the social inclusion opportunities derived from it. All project members worked on a volunteer basis, seeking to promote social inclusion of Brazilian young boys and girls, namely through digital inclusion. So far, the project has been able to convert over 200 gambling machines and install them in over 40 public primary schools, thus directly benefiting more than 12,000 schoolchildren. The initial motivation behind this project was technology based, however the different options arising from the conversion process of the gambling machines have also motivated a rather innovative and unique experience in allowing schoolchildren and young people with special (educational) needs to access to computer-based pedagogical applications. The availability of these converted machines also helps to place Information and Communication Technologies (ICT) in the very daily educational environment of these children and youngsters, thus serving social and cultural inclusion aspects, by establishing a dialogue with the community and their technological expectations, and also directly contributing to their digital literacy.

Paraísos fiscais: prejuízos e benefícios

Dissertação de Mestrado apresentada ao Instituto de Contabilidade e Administração do Porto para a obtenção do grau de Mestre em Contabilidade e Finanças, sob orientação do Doutor José Campos Amorim