Comunicação Corporativa, Marketing & Política Cultural - Brasil & Espanha-

A tese apresenta um estudo comparativo entre a atuação das organizações públicas e privadas do Brasil e, as caixas de poupança e as empresas privadas da Espanha, no que concerne à política de marketing cultural e suas estratégias de comunicação corporativa, tendo como pano de fundo os recursos incentivados pelos governos através das leis de isenção fiscal. Com dois objetivos principais, procurou-se identificar, primeiramente, a parceria entre o Estado e as companhias na promoção da cultura. O segundo e principal intuito foi descobrir as múltiplas estratégias de visibilidade cultural no mundo corporativo através da comunicação e do marketing. Além disso, se verificou os reflexos dessa relação na responsabilidade social corporativa e na reputação, como também, no mercado cultural. O trabalho foi pautado, principalmente, na análise de conteúdo qualitativa por emparelhamento e ainda na AIM- Auditoria de Imagem na Mídia. Ao final, conclui-se que embora as leis de isenção sejam divergentes nos dois países, o comportamento das companhias é similar tanto no que concerne aos investimentos em cultura, como no que se refere às estratégias de comunicação. Contudo, no Brasil o dinheiro é quase, majoritariamente, vindo da renúncia fiscal do Estado, enquanto que na Espanha vem das próprias organizações.

What can interdisciplinarity offer to policy problems? Understanding the public policy of obesity

In the UK academics are being urged to embrace interdisciplinarity in their research and teaching activities. In the case of public policy, there is a tension between the epistemological formations from the parent discipline of politics and garnering the benefits of interdisciplinarity. Furthermore, interdisciplinarity in public policy cannot and should not ignore cleavages in existing policy pathways. These concerns are discussed in the article by assessing the public policy of obesity in England and Wales.

Political parties and public policy in the German Länder:when parties matter

When Parties Matter looks at the extent to which political parties can make a difference to public policy, focusing on the regional level in Germany. Politicians of the left and the right sometimes have radically different views, but inevitably the combined forces of legal and financial constraints, bureaucracy, public expectations and the 'weight of history' restrict their ability to translate political disagreement into policy change. Giving a detailed examination of education policy, childcare and family policy, and labour market policy in three German regions between 1999 and 2006, this book provides insights into what politicians can and cannot achieve, in particular at the level below the nation-state.

Territory and party:explaining public policy variation in the German Länder

This paper discusses in way in which partisan influence upon public policy, and wider historical, political and institutional pressures, can operate on a regional level and can lead to divergent policies existing within a nation-state. It offers an empirical discussion of two policy areas (education and childcare) at the regional Level (the level of the Länder) in Germany, confirming that both the partisan composition of regional government, and also wider institutional and historical pressures, exert a clear influence upon policy, lead to sharply variations in policy within the nation state. Two conclusions can be drawn: that the region cab be an important unit of analysis in Political Science and Public Policy, and that scholars of policy change may find the regional level fertile ground in analysing wider political phenomena.

Trade union policy and new technology: the Civil and Public Services Association

The introduction of a micro-electronic based technology to the workplace has had a far reaching and widespread effect on the numbers and content of jobs. The importance of the implications of new technology were recognised by the trade unions, leading to a plethora of advice and literature in the late 70s and early 80s, notably the TUC 'Technology and Employment ' report. However, studies into the union response have consistently found an overall lack of influence by unions in the introduction of technology. Whilst the advent of new technology has coincided with an industrial relations climate of unprecedented hostility to union activity in the post-war period, there are structural weaknesses in unions in coming to terms with the process of technological change. In particular was the identification of a lack of suitable technological expertise. Addressing itself to this perceived weakness of the union response, this thesis is the outcome of a collaborative project between a national union and an academic institution. The thesis is based on detailed case studies concerning technology bargaining in the Civil Service and the response of the Civil and Public Services Associations (CPSA), the union that represents lower grade white collar civil servants. It is demonstrated that the application of expertise to union negotiators is insufficient on its own to extend union influence and that for unions to effectively come to terms with technology and influence its development requires a re-assessment across all spheres of union activity. It is suggested that this has repercussions for not only the internal organisation and quality of union policy formation and the extent, form and nature of collective bargaining with employer representatives, but also in the relationship with consumer and interest groups outside the traditional collective bargaining forum. Three policy options are developed in the thesis with the 'adversarial' and 'co~operative' options representing the more traditional reactive and passive forms of involvement. These are contrasted with an 'independent participative' form of involvement which was a 'pro-active' policy option and utilised the expertise of the Author in the CPSA's response to technological change.

Public opinion and the making of foreign policy in the 'New Europe':a comparative study of Poland and Ukraine

Since 1989, by drawing a new boundary between the EU and its eastern neighbours, the European Union has created a frontier that has been popularly described in the frontier states as the new 'Berlin Wall'. This book is the first comparative study of the impact of public opinion on the making of foreign policy in two eastern European states that live on either side of the new European divide: Poland and Ukraine. Focusing on the vocal, informed segment of public opinion and drawing on results of both opinion polls and a series of innovative focus groups gathered since the Orange Revolution, Nathaniel Copsey unravels the mystery of how this crucial segment of the public impacts on foreign policy-makers in both states. In developing this argument, Copsey takes a closer look at the business community and how important economic factors are in forming public opinion. Filling a gap in the literature currently available on the topic, this book presents a fresh approach to our understanding of Polish-Ukrainian relations and how the public's view of the past influences contemporary politics. It is an ideal resource for those researching in the field of Russian and Eastern European Studies.

Contesting Europe's Eastern Rim:cultural identities in public discourse

Since 1989, Europe's eastern rim has been in constant flux. This collection focuses on how political and economic transformations have triggered redefinitions of cultural identity. Using discursive modes of identity construction (deconstruction, reconstruction, reformulation, and invention) the book focuses on the creation of opposition to old and new outsidersA" and insidersA" in Europe. The linguistic study of discourse elements in connection with an exploration of the significance of metaphors in anchoring individual and collective identity is innovative and allows for a unique analysis of public discourse in Europe.

The UK obesity epidemic:new steering instruments for a new public policy problematic?

Since the 1980s UK government enthusiasm for market reforms has reconfigured the nature and scope of public services. Initially the marketisation of public services changed how public services were provided, increasingly market reforms and pro business policies have also modified the formation and understanding of public policy problematics and how they ought to be resolved. This is particularly noticeable when markets work imperfectly or even fail. UK governments have shown their reluctance to employ regulatory instruments to change the behaviour of companies preferring instead to make use of softer interventions, by focusing on providing advice for consumers and urging individuals to act responsibly. The dilemmas of this approach are explored by discussing the UK's former Labour government's (1997–2010) response to the increase in the incidence of obesity and related health complications.

Applying a public policy evaluation methodology for local socio-economic impacts: an exploration in realistic modelling

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London's Olympic ambassadors:a legacy for public policy implementation

As a contribution to current discussions about securing a legacy from the 2012 Olympic and Paralympic Games, this article considers whether there are lessons for public policy implementation around volunteer involvement. Drawing on the case of the Team London Ambassadors Programme which encompassed 8,000 volunteers during the Games period, the article considers the scope for an expanded role for UK public sector organisations in the recruitment, training and management of volunteers in the future.