Fatores que influenciam o uso do marketing de guerrilha nas empresas em Portugal

Atualmente vivemos numa era em que a publicidade nos rodeia através de várias formas e onde as empresas esforçam-se cada vez mais para tornar eficaz a mensagem que pretendem passar. O uso de métodos convencionais, como a televisão, rádio, ou até outdoors, está a tornar-se pouco eficaz. Em muito pouco tempo, nos últimos vinte anos, a Internet mudou a nossa forma de viver, sendo até comparado ao Renascimento e à Revolução Industrial. As gerações mais recentes nasceram rodeadas deste “boom” publicitário, o que as tornou imunes. De forma a contornar este problema, surge Levinson em 1989 onde apresenta uma forma de minimizar este efeito e ao mesmo tempo proporcionar a que pequenas empresas tenham capacidade de competir com as maiores (Levinson, 2007). Assim, o marketing de guerrilha caracteriza-se por estar normalmente associado a implementações de baixo custo, que por vezes são irrepetíveis, pois conseguem alcançar um impacto “wow” significativo junto do grande público (Oliveira & Ferreira, 2013). O presente estudo contribui para a literatura do marketing de guerrilha existente, realizando assim uma compilação acerca do desenvolvimento desta temática até aos dias de hoje. De forma a perceber quais são os fatores que influenciam o uso do marketing de guerrilha pelas empresas portuguesas, foram inquiridas 140 empresas de todo o país, através de um questionário com base no estudo desenvolvido por Overbeek (2012). Através desta investigação exploratória, numa área ainda pouco explorada em Portugal, até à data, em especial a nível académico, “verificou-se que existe uma grande procura por este tipo de ferramentas não convencionais, tanto que, verificou-se que 86,4% da amostra já presenciou uma ação de guerrilha, no entanto apenas 36,4% admite já ter implementado na sua empresa, o que levanta a questão do porquê de uma taxa tão reduzida de utilização deste tipo de abordagem não convencional (Almeida & Au-Yong-Oliveira, 2015, p.1). A explicação poderá estar ligada à grande aversão à incerteza que existe em Portugal (Hofstede, 2001), e ao receio da mudança e da experimentação de novos produtos em Portugal (Steenkamp et al., 1999). Fatores que não irão mudar durante décadas, dado o tempo que demora a mudar culturas nacionais (Hofstede, 2001). Verifica-se também que na amostra das 140 empresas se destacam pessoas formadas (ao grau de licenciatura e mestrado) em Marketing (18,7% da amostra), Design (15,7%), Gestão (10,4%) e Tecnologias da Informação e Comunicação (7,9%). Pode-se concluir que são as quatro áreas fundamentais, ou pelo menos a necessidade existe em ter conhecimento nestas quatro áreas atualmente. Devido à [pequena] dimensão das empresas, um colaborador que tenha estas quatro competências tem uma vantagem competitiva face aos restantes, no que toca a hard skills.

A poesia na revista alegretense "Ibirapuitã" (1938/1939)

A revista Ibirapuitã foi criada pelo poeta e jornalista Felisberto Soares Coelho, em Alegrete, interior do Rio Grande do Sul, ao final dos anos trinta. O periódico promoveu a divulgação de autores locais e considerável efervescência cultural no município. No presente trabalho, busca-se o resgate da poesia veiculada pela revista em sua fase inicial, compreendida entre os anos de 1938 e 1939, por se tratar de gênero que se destaca ao longo de seu percurso editorial. Ademais, pretende-se analisar tal produção abarcada em uma organização temática, estabelecendo relações com a história da literatura. Por meio da localização, catalogação e leitura do mensário foram selecionados trinta e nove poemas, obedecendo ao critério de freqüência/ocorrência de publicação de cada colaborador. Como resultado, além da análise da produção poética, pretende-se organizar uma antologia acompanhada de notas biobibliográficas e material iconográfico. Desta forma, pretende-se facilitar o acesso pela comunidade a uma das publicações que possivelmente contribuiu para a formação do sistema literário sul-rio-grandense, proporcionando abertura a novos estudos referentes à história da literatura alegretense.

Analysis of Automotive Cybersecurity - Attack surfaces and users’ privacy concerns

Modern automobiles are no longer just mechanical tools. The electronics and computing services they are shipping with are making them not less than a computer. They are massive kinetic devices with sophisticated computing power. Most of the modern vehicles are made with the added connectivity in mind which may be vulnerable to outside attack. Researchers have shown that it is possible to infiltrate into a vehicle’s internal system remotely and control the physical entities such as steering and brakes. It is quite possible to experience such attacks on a moving vehicle and unable to use the controls. These massive connected computers can be life threatening as they are related to everyday lifestyle. First part of this research studied the attack surfaces in the automotive cybersecurity domain. It also illustrated the attack methods and capabilities of the damages. Online survey has been deployed as data collection tool to learn about the consumers’ usage of such vulnerable automotive services. The second part of the research portrayed the consumers’ privacy in automotive world. It has been found that almost hundred percent of modern vehicles has the capabilities to send vehicle diagnostic data as well as user generated data to their manufacturers, and almost thirty five percent automotive companies are collecting them already. Internet privacy has been studies before in many related domain but no privacy scale were matched for automotive consumers. It created the research gap and motivation for this thesis. A study has been performed to use well established consumers privacy scale – IUIPC to match with the automotive consumers’ privacy situation. Hypotheses were developed based on the IUIPC model for internet consumers’ privacy and they were studied by the finding from the data collection methods. Based on the key findings of the research, all the hypotheses were accepted and hence it is found that automotive consumers’ privacy did follow the IUIPC model under certain conditions. It is also found that a majority of automotive consumers use the services and devices that are vulnerable and prone to cyber-attacks. It is also established that there is a market for automotive cybersecurity services and consumers are willing to pay certain fees to avail that.

Educar, pesquisar e entusiasmar: em busca de soluções personalizadas

Relatório de Estágio apresentado à Escola Superior de Educação de Paula Frassinetti para obtenção do grau de Mestre em Educação Pré-Escolar e Ensino do 1º Ciclo do Ensino Básico

Del sacrificio al ocio en Jalisco, México

El turismo religioso, turismo en espacios religiosos o las peregrinaciones, han crecido considerablemente, más de 30 millones de personas se desplazan anualmente en México sólo por motivación religiosa y se estima una derrama económica de 680 millones de dólares. Este trabajo pretende establecer la motivación de la visita de santuarios en seis localidades del estado de Jalisco y analizar si se relaciona con la idea de sacrificio y fe del peregrino o con el ocio y placer del turista dedicado a la experiencia y vivencia del fenómeno religiosos, así como el grado de transición entre recinto religioso y atractivo turístico., desde una perspectiva del turismo cultural, lo que enfrenta la idea de un turismo alternativo. Se puede afirmar que en Jalisco, con relación al turismo religioso, predomina la condición de peregrino (sacrificio) en los visitantes y los espacios sacros y sus contenidos culturales aún cumplen la función de generar entornos propicios para la veneración, la contemplación y la adoración.

Financing social ventures by crowdfunding: The inflluence of entrepreneurs’ personality traits

Purpose – This research aims to understand the role played by social entrepreneurs’ personality traits on the choice between the traditional donation model and social crowdfunding (CF) to finance social projects. Design/methodology/approach – Social CF is examined as an instrument to capture funds for social projects, and the particular case of the Portuguese Social Stock Exchange (PSSE) is presented. The approach is quantitative in nature and the data were collected through a questionnaire that was emailed to non-governmental organizations in Portugal and founders of the projects listed on PSSE. Logistic regression was employed to predict the probability that a social entrepreneur would use PSSE rather than traditional financing. The predictor variables were based on the big five personality traits. Findings – Our investigation reveals that the agreeableness and neuroticism factors were not even considered in the results of the factorial analysis, which indicates the minor importance of these personality traits in the funding decisions of the Portuguese social entrepreneurs. The same applies to the factors of openness to new experiences and extraversion, which, although considered in the logistic analysis, showed no statistical significance. Finally, the conscientiousness personality trait seems to be the only factor that might explain the use of the PSSE platform.Originality/value – Studies on the profile of the social entrepreneurs that use CF for financing social projects are relatively rare, specifically in the context of Social Stock Exchange platforms. Additionally, there is a need to carry out more empirical evidence about the effect of social entrepreneurs’ personality traits on the decision to finance social projects through social CF platforms vis-a-vis the traditional donation model.

Współczesna debata telewizyjna a konflikt destruktywny

W artykule dowodzi się tezy, że współczesne debaty publiczne, emitowane w telewizji (takie jak emitowany od 2004 roku w TVP2 program Jana Pospieszalskiego „Warto rozmawiać”), są zdarzeniami komunikacyjnymi zasadzonymi na konflikcie destruktywnym, a więc takim, który wg L. Kriesberga, nastawiony jest nie na problem wywołujący frustrację, ale jest manifestacją agresji, a celem sporu staje się nie pokonanie różnic dzielących strony, ale pokonanie oponenta. Wynika to z sytuacji komunikacyjnej debaty telewizyjnej i nastawienia w pierwszej kolejności na zdobycie uwagi, a potem zaspokajanie potrzeb odbiorcy sekundarnego – widza. Podporządkowane są temu takie elementy, jak wybór tematu debaty, jej scenariusz, dobór uczestników, a w dalszej kolejności ich zachowania werbalne i niewerbalne. W rezultacie, w debacie telewizyjnej złamane zostają typowe dla debaty konstruktywnej reguły i strategie, i zastąpione zostają zachowaniami typowymi dla konfliktu destruktywnego, takimi jak: brak otwartości na argumenty drugiej strony, nastawienie na pokonanie antagonisty, niechęć do szukania innych rozwiązań, jak tylko moja wygrana - twoja przegrana, działania nastawione na prowokację i podważanie wiarygodności partnera, przenoszenie ciężaru debaty ze sprawy na osobę, posługiwanie się argumentacją niemerytoryczną, niezgoda na konstruowanie wspólnego stanowiska. Taki wzorzec debaty telewizyjnej, która stała się pośpieszną, bezproduktywną prezentacją rozbieżnych stanowisk, nie prowadzącą do żadnych konkluzji, nastawioną najwyżej na obrażenie rozmówcy i dostarczenie widzowi krótkotrwałych emocji, buduje powszechne przekonania o niemożności dialogu i porozumienia w dyskursie publicznym i dominującym w nim antagonizmie.

Ventricular Fibrillation in Patient with Multi-vessel Coronary Spasm Four Days after the Initiation of Oral Beta-blocker

We describe a case of ventricular fibrillation occurring in a patient with multi-vessel coronary spasm after the initiation of an oral beta-blocker. A 56-year-old man began to experience chest discomfort and his computed tomography revealed intermediate coronary stenoses. He was administered medications including an oral beta-blocker but suddenly collapsed while walking 4 days later. An automated external defibrillator detected ventricular fibrillation and delivered successful electrical cardioversion. An acetylcholine provocation test after stabilization of the status revealed triple-vessel coronary spasm. Beta-blockers may provoke exacerbation of coronary spasm and result in lethal arrhythmia.

THE ASSOCIATION OF SOCIAL ANHEDONIA WITH ROMANTIC RELATIONSHIP PROCESSES

Social anhedonia is a deficiency in the capacity to experience pleasure from social interactions. This study examined the implications of social anhedonia for romantic relationship functioning, including the association of social anhedonia with sentiments towards romantic partners that are central to relationship functioning (satisfaction, commitment, regard, and care), analogous perceptions of the partner’s sentiments, hostile behavior during relationship conflict, and perception of the partner’s hostile behavior. Data were collected from 281 participants who were involved in romantic relationships. Support was found for social anhedonia’s hypothesized negative association with satisfaction, regard, and care, as well as all four perceived partner sentiments. These associations were independent of attachment anxiety and avoidance. Additionally, attachment avoidance mediated social anhedonia’s relationship with commitment. However, no support was found for social anhedonia’s hypothesized positive association with actual and perceived partner hostile behavior. Results suggest that social anhedonia may undermine the functioning of interpersonal relationships.

Modeling the impact of social discrimination on the physical and mental health of portuguese gay, lesbian and bisexual people

Background: Despite growing acceptance of same-sex sexuality in Portugal, identity development of lesbian, gay and bisexual (LGB) individuals is still restricted by negative societal attitudes, which maintain the experience of stigmatization and discrimination. The purpose of this study is to document the frequency of discriminatory events experienced by sexual minorities and their association with indicators of physical and mental health in Portugal. Methods: A total of 610 LGB participants completed an online survey (mean age = 34.48, SD = 11.54). Most participants were single and self-identified as gay (73.8%). The survey included five categories of survey items: demographic information, social support, physical health, mental health, and discrimination experiences. Results: Physical and mental health results revealed that bisexual people were more likely to report higher levels of psychological distress than gay men. Overall, between one-fifth and one-fourth of the participants in this sample frequently felt the need to hide their sexual orientation to prevent discrimination experiences across the different settings. Regarding actual discrimination experiences, close to 20% reported having suffered from verbal abuse, followed by close to 10% who suffered from written threats, harassment, and physical threats. A hierarchical multiple regression analysis was performed to assess the effects of anticipated and actual discrimination on mental health. Possible confounding variables were added in the first block – age, sexual orientation, being in a relationship, body mass index, and HIV status. Anticipated and actual discrimination experiences were added in the second block. The first block of the analysis explained 6% of the overall variance, while the second block – discrimination experiences – explained an additional 17%. Conclusion: Portuguese culture and stigma/discrimination create discriminatory experiences which impact LGB people’s health. Unless policies are changed to allow for the acceptance of LGB people, they will continue to experience violence and discrimination as a result of homophobia.

La spiritualité dans le cinéma transnational. Une théologie pour le 21e siècle autour des philosophies du cinéma de Gilles Deleuze et de Stanley Cavell

Cette recherche part d’un double intérêt. Pour la spiritualité, dont on entend beaucoup parler dans un 21e siècle inquiet et en quête de nouveaux repères. Et pour le cinéma, ou 7e art, phénomène culturel phare des temps modernes, qui reflète abondamment les problématiques et questionnements du monde. À une époque où on observe une tendance à l’homogénéisation culturelle, résultat de la mondialisation économique, cette thèse traite du « cinéma transnational ». Elles aussi, les œuvres de ce cinéma traversent l’espace planétaire, mais tout en conservant un solide ancrage local et une singularité artistique. Ce sont en bonne partie les films que l’on retrouve dans les festivals internationaux, tels Cannes, Venise et Berlin. Le cinéma traduisant toutes les interrogations possibles du présent, plusieurs films apparaissent donc porteurs d’un questionnement à portée spirituelle. Et ce, avec des moyens non discursifs, propres à l’art cinématographique. Ils invitent aussi à la rencontre de l’autre. L’objectif de la thèse consiste à décrire comment, par l’analyse d’une douzaine de films transnationaux, on peut dégager de nouveaux concepts sur la façon avec laquelle se vit la spiritualité à notre époque, en relation avec l’autre, et pourquoi cette spiritualité s’accompagne nécessairement de considérations éthiques. Pour accomplir cette tâche, la thèse s’appuie sur les travaux de deux philosophes, Gilles Deleuze (France) et Stanley Cavell (États-Unis), qui ont marqué les études cinématographiques au cours des dernières décennies, par des approches jugées complémentaires pour cette recherche. Le premier a développé sa pensée à partir de ce qui distingue le cinéma des autres arts, et le second, à partir de l’importance du cinéma pour les spectateurs et les spectatrices. Enfin, la thèse se veut une théologie, ou pensée théologico-philosophique, indépendante d’une tradition religieuse et au diapason des réalités du 21e siècle.

Relatório de Estágio

O Relatório de Estágio, elaborado no âmbito do Mestrado em Ensino do 1.º e 2.º Ciclo do Ensino Básico, pretende ser um reflexo da prática educativa realizada e um contributo para a formação pessoal e profissional da mestranda, caracterizando-se por uma atitude crítica, reflexiva e investigativa. A revisitação e a análise refletida da ação, e das opções didático-pedagógicas que a orientaram, permitiram traçar um percurso para a melhoria das práticas educativas, determinante para o desenvolvimento da identidade docente. Desta experiência, salienta-se, por um lado, o trabalho realizado em par pedagógico, em todos os momentos do ciclo da supervisão, que potenciou momentos de debate e de reflexão – e, consequentemente, uma prática informada, criativa e rigorosa, fundamentada em princípios e valores partilhados. Por outro lado, destaca-se também a influência da filosofia do Movimento da Escola Moderna na conceção e implementação da Prática Educativa Supervisionada (PES), o que contribuiu ainda para a valorização da colaboração entre todos os atores envolvidos neste palco que é a ação educativa. Ao longo da PES, o par pedagógico privilegiou situações de ensino e de aprendizagem que favorecessem a cooperação e a comunicação bem como atividades que adequadas às necessidades do contexto educativo e aos interesses das crianças, baseada numa relação horizontal entre professores e alunos. Deste modo, a PES, sustentada num exercício de constante articulação entre teoria e prática, constituiu uma oportunidade de experienciar os desafios da docência e de compreender como é que esta pode concorrer para uma sociedade mais justa, livre e democrática.

Spousal violence and pregnancy termination among married women in Nigeria

Background: In Nigeria, the relationship between spousal violence and pregnancy termination had not been adequately explored. Objectives: To assess the prevalence of spousal violence, and examine the relationship between spousal violence and pregnancy termination. Methods: Data on spousal violence among ever married women was extracted from the 2013 Nigeria Demographic and Health Survey. The outcome variable is pregnancy termination. The explanatory variables were the type of spousal violence experienced by the women in the last 12 months preceding the survey. Descriptive statistical analysis and binary logistic regression were applied using stata version 12. Results: Results show that 13.8% of women had ever terminated pregnancy; 19.9% had ever experienced at least one type of spousal violence; and women who had ever terminated pregnancy had higher prevalence of all types of spousal violence. Women who had ever experienced spousal physical violence were 9% more likely to experience pregnancy termination (OR=1.09; CI: 1.03-2.86); and women who had ever experienced spousal emotional violence were 33% more likely to experience pregnancy termination (OR=1.33; CI: 0.97-1.95). Conclusions: Spousal violence is significantly related to pregnancy termination. Improving women’s sexual and reproductive health in the country requires fresh initiatives that address spousal violence to further reduce women’s exposure to pregnancy termination.

Postawy pracowników wobec zmiany organizacyjnej. Analiza socjologiczna na przykładzie przedsiębiorstw przechodzących procesy transformacyjne

Wydział Nauk Społecznych: Instytut Socjologii

O Laboratório Transdisciplinar de Cenografia (LTC) : locus do espaço e desenho da cena no Brasil

Tese (doutorado)—Universidade de Brasília, Instituto de Artes, Programa de Pós-Graduação em Artes, 2016.