Educação em consumo, na linguagem dos quadrinhos : uma análise crítica da revista Turma da Mônica Jovem

Criada em agosto de 2008, a revista em quadrinhos “Turma da Mônica Jovem”, ou TMJ, como é conhecida por seus leitores, tem estilo mangá e traz os mesmos personagens moradores do bairro Limoeiro, agora, adolescentes e com características bem distintas da turma tradicional. A presente pesquisa procurou desenvolver uma análise crítica de TMJ, dentro dos pressupostos teóricos e metodológicos da semiótica discursiva, buscando responder as questões: como a problemática do consumo é apropriada pela revista? Que estratégias enunciativas são utilizadas para inscrever o público infantojuvenil em seu discurso? A revisão de literatura faz uma triangulação dos conceitos norteadores do estudo: Quadrinhos, Consumo Infantil e Semiótica, trazendo, no centro do triângulo, a Educação, área de conhecimento principal da pesquisa e conectora dos três outros campos. Realizamos uma análise semiótica de um corpus composto por sete edições de TMJ que trouxeram como tema principal problemática relacionada à sociedade de consumo contemporânea, a partir de um universo de revistas publicadas, no período de 2012 a 2014. Dentre as categorias de consumo pré-estabelecidas ou que emergiram do discurso de TMJ, contemplamos: o consumo consciente, o consumo conspícuo, o consumo moralista e o consumo de cultura midiática. Por meio da técnica do grupo focal, desenvolvemos uma conversa com os leitores de TMJ, buscando entender como se dá a apreensão da problemática do consumo por eles, bem como que impactos essa apreensão tem para uma maior atratividade da publicação, dentre outros objetivos específicos investigados, nesse encontro. Durante a realização de três grupos, intitulados Leitores Iniciantes, Leitores Assíduos e Leitores Esporádicos, os agrupamos em duas categorias relacionadas ao campo do consumo e, também, da semiótica. O grupo do Pertencimento conhece e interage com a revista, em profundidade, promovendo um ajuste de sensibilidade entre o enunciatário (leitor) e o enunciador (revista), com características do “parecer ser e ser”. O grupo da Emulação deseja pertencer ao grupo dos leitores assíduos, mas como não possui as características para tal, as busca por meio da imitação, dentro de um regime do “parecer ser, mas não ser”. Os resultados da pesquisa apontam que o consumo está muito presente em TMJ, tendo aparecido como temática principal, em mais da metade das revistas analisadas. Ainda, ele pode ser considerado como tema central das histórias da turma, principalmente, no momento em que a revista utiliza sua plasticidade, na figurativização dos personagens e ambientes das histórias, para difundir um mundo de consumo a essas crianças e adolescentes leitores. Embora as revistas que se enquadraram nas categorias de consumo consciente e consumo moralista busquem passar alguns conselhos e ensinamentos para seus leitores, são as categorias de consumo conspícuo e consumo de cultura midiática, tratadas de forma pouco crítica e, por vezes, irresponsável que possuem maior grau de apreensão por parte do leitor, conferindo atratividade à revista. Entre outras conclusões, podemos afirmar que o discurso de TMJ se utiliza de narrativas simples (lineares e pouco complexas), bem como de uma figuratividade e de temáticas repetitivas, oferecendo a seus leitores pouco debate e reflexão, sendo um discurso da reprodução, sem aprofundamento, do dia-a-dia dessas crianças e adolescentes que, apesar de falar delas e para elas, não inclui muitas temáticas relevantes ao seu universo.

Peppers, Don e Rogers, Martha, One to One B2B, Currency books, Double Day, Radon House Inc, Copyright, 2001

Há muito que se fala do fim do Marketing tal como o conhecemos. A segmentação cada vez maior de mercados e clientes e a importância da customização, tornaram obsoletas a maior parte das abordagens do marketing de massas. A evolução da economia e das TI (tecnologias da informação) e as consequentes alterações que esse processo implicou na cadeia de valor das empresas, nomeadamente das organizações de grande dimensão, fez com que o B2C –Business to Customer – tenha deixado de fazer sentido para estas empresas. O advento da World Wide Web e o impacto que as tecnologias «interactivas» têm actualmente sobre a economia, provocou grandes alterações nas relações entre as organizações e os seus clientes. Ao Marketing de massas sucedeu-se a relação individualizada cliente a cliente, emergente no B2B – Business to Business –one to one, onde mais importante do que as vendas é o relacionamento com o cliente que assume particular importância, nomeada mente em ordem à sua transição para outras zonas de negócio, como a Internet.

Nutritional status of children, inmates of a small institution for homeless children in the capital of the State of S. Paulo, Brazil

Nutritional surveys (food consumption, clinical and biochemichal) were conducted in a small institution for homeless children. Results showed that only 30% of the children presented adequate calorie intake. Most of the children presented adequate protein intake, but almost half consumed less than 2/3 of the calcium RDA considered necessary. Food handling, processing, and distribution also proved inadequate and wastage, high. Skinfold measurement showed up one case of obesity. Furthermore, most of the children presented clinical signs of vitamin A deficiency, mostly skin lesions; while about half presented clinical signs of riboflavin deficiency. Biochemical data showed that 63.6% had deficient plasma levels of vitamin A, none showed abnormal results for riboflavin excretion, four showed packed blood cell volume below normal, and all had normal hemoglobin levels. Stool examinations revealed a high rate of pathogenic protozoa (Hymenolepis nana), in fact, one of the highest in Brazilian literature.

Nutritional status of children of urban low-income communities, Brazil (1986)

During the second half of 1986 the health and nutritional status of 254 children aged up to six years was studied, as well as the socio-economic situation of their parents in two favelas (shantytowns) in Belo Horizonte, Brazil. The nutritional status of the children was characterized by stunting (Z-score: 20.1% < -2) but not by wasting (Z-score: 3.7% < -2). Consideration was also given to how far stunting was caused by high morbidity such as acute respiratory infections (point prevalence: 38.5%), diarrheal diseases (point prevalence: 11.5%) and parasitosis (point prevalence: 70.3%). Furthermore, anemia (point prevalence: 29.7%) appeared as another health problem. The most important determinant of anthropometric indices turned out to be the mother's schooling. From the present data it can be hypothesized that the nutritional status of the children was limited less by the lack of food than by their poor health status.

The impact of improvement of water supply and sanitation facilities on diarrhea and intestinal parasites: a Brazilian experience with children in two low-income urban communities

During the second half of 1986 the impact of the improvement of water supply and excreta disposal facilities on diarrheal diseases and intestinal parasitosis was studied in 254 children up to six years of age from two favelas (shanty towns) of Belo Horizonte, Brazil. The estimated incidence of diarrhea was 6.2 episodes/child year and the estimated period prevalence reached 31.0 episode days/ child/ year. The point prevalence of parasitosis was 70.7% (Ascaris lumbricoides: 55.4%, Trichuris trichiura: 19.6%, Giardia lamblia: 17.9%). The estimated prevalence of diarrhea decreased with improvement of water supply and sanitation facilities to 45% and 44% respectively, but no statistically significant impact was observed in the case of parasitosis. School education and weaning practice were found to be other important determinants of diarrhea.

Typhoid fever in children of low and high socieconomic strata: comparison of hygiene habits

The relationship between the hygienic habits of children who had typhoid fever (TF) who had recently begun attending school and their family group, is assessed. It is supposed that children, independently of their SES, acquired TF because of inadequate habits which facilitated the oral-fecal cycle. The sample was formed of 40 child-mother dyads: 20 of low SES (group A) and 20 of high SES (group B), the child of each of which had had TF. Results showed that the hygienic habits of children with respect to the oral-fecal cycle, their perception of school toilet cleanliness as well as the mothers' explanation of their children's hygienic habits is very similar in the two groups. The importance of these results is that the SES is seem to be irrelevant in the case of TF but that the hygienic habits of the children are of importance. Public health policy should be modified to include the teaching of proper hygienic habits (oral-fecal cycle).

Assessment of a strategy for the control of respiratory diseases in children

A programme for the control of respiratory diseases in children was conceived for the State of S. Paulo, Brazil, in 1986. Its progress thereafter and the epidemiology of the diseases concerned are examined. Apart from an inquiry into the 64 existing State local health authorities, a sample of 18,255 cases of children assisted by the programme at different levels, including both in-patient and outpatient care, is analysed. Each case record included information about identification (child, doctor and health facility), reasons for calling, diagnoses made and outcome of treatment. Further data were also sought from hospitals and from State mortality records. The programme was found to be poorly implemented in the State but, where implemented, it showed itself capable of resolving problems (only 0.5% of the cases could not be handled) as also of changing ongoing trends (more than 50% reduction in hospital admission rates). Individual assessment of each item of the programme indicated its bottlenecks. Regarding the epidemiology of respiratory diseases, it is observed that the major burden to health services comes from children aged less than five, and that the most important diseases are wheezing illnesses and pneumonia. Morevoer, they were found to be significantly associated (p = 0.000) so that a child in the community presenting wheezing diseases is 5 times more likely to develop pneumonia than a child with any other respiratory diagnosis. Similarly, among the under five deaths it was found that the risk for pneumonia is 3 times greater for children who died presenting wheezing diseases than it is for children with any other sort of diagnosis. In conclusion, the programme is deemed to be efficient and effective but its efficacy is marred by administrative flaws. The successful control of respiratory problems in childhood is related to a proper appreciation of the importance of wheezing diseases.

Poverty levels and children's health status: study of risk factors in an urban population of low socioeconomic level

To test the hypothesis that the low socioeconomic population living is shanty towns in Porto Alegre presents different levels of poverty which are reflected on its health status, a cross-sectional study was designed involving 477 families living in Vila Grande Cruzeiro, Porto Alegre, Brazil. The poverty level of the families was measured by using an instrument specifically designed for poor urban populations. Children from families living in extreme poverty (poorest quartile) were found to have higher infant mortality rate, lower birth weights, more hospitalizations, and higher malnutrition rates, in addition to belonging to more numerous families. Thus, the shanty town population of Porto Alegre is not homogeneous, and priority should be given to the more vulnerable subgroups.

Seasonal variation of total particulate matter and children respiratory diseases at Lisbon primary schools using passive methods

In this work, 14 primary schools of Lisbon city, Portugal, followed a questionnaire of the ISAAC - International Study of Asthma and Allergies in Childhood Program, in 2009/2010. The questionnaire contained questions to identify children with respiratory diseases (wheeze, asthma and rhinitis). Total particulate matter (TPM) was passively collected inside two classrooms of each of 14 primary schools. Two types of filter matrices were used to collect TPM: Millipore (IsoporeTM) polycarbonate and quartz. Three campaigns were selected for the measurement of TPM: Spring, Autumn and Winter. The highest difference between the two types of filters is that the mass of collected particles was higher in quartz filters than in polycarbonate filters, even if their correlation is excellent. The highest TPM depositions occurred between October 2009 and March 2010, when related with rhinitis proportion. Rhinitis was found to be related to TPM when the data were grouped seasonally and averaged for all the schools. For the data of 2006/2007, the seasonal variation was found to be related to outdoor particle deposition (below 10 μm).

Conceptual, methodological and ethical issues in children's research in Portugal

Methodological issues in research with children have sparked a growing interest by the Sociology of Childhood since the last decades. In Portugal, this interest is more recent, but it has had a significant increase. Considering several researches, namely master thesis, supervised by the authors on the framework of Sociology of Childhood, this proposal intends to characterize some methodological complexities in research with children in Portugal, when we consider their voice and agency in the knowledge producing about them. The goal of this paper is to contribute to the methodological discussion on research with children through the identification of a set of challenges related to: (i) the diversity of methodologies uses in children���s research, (ii) ethical concerns and (iii) the role of the researcher.

Susceptibility of asthmatic children to respiratory infection

OBJECTIVE: A case-control study of patients with pneumonia was conducted to investigate whether wheezing diseases could be a risk factor. METHODS: A random sample was taken from a general university hospital in S. Paulo City between March and August 1994 comprising 51 cases of pneumonia paired by age and sex to 51 non-respiratory controls and 51 healthy controls. Data collection was carried out by two senior paediatricians. Diagnoses of pneumonia and presence of wheezing disease were independently established by each paediatrician for both cases and controls. Pneumonia was radiologically confirmed and repeatability of information on wheezing diseases was measured. Logistic regression analysis was used to identify risk factors. RESULTS: Wheezing diseases, interpreted as proxies of asthma, were found to be an important risk factor for pneumonia with an odds ratio of 7.07 (95%CI= 2.34-21.36), when the effects of bedroom crowding (odds ratio = 1.49 per person, 95%CI= 0.95-2.32) and of low family income (odds ratio = 5.59 against high family income, 95%CI= 1.38-22.63) were controlled. The risk of pneumonia attributable to wheezing diseases is tentatively calculated at 51.42%. CONCLUSION: It is concluded that at practice level asthmatics should deserve proper surveillance for infection and that at public health level pneumonia incidence could be reduced if current World Health Organisation's guidelines were reviewed as to include comprehensive care for this illness.

Cross-cultural differences in children's concepts of health and illness

INTRODUCTION: In spite of general agreement that cross-cultural research is needed in the health area, most existing investigations of children's development of health and illness-related concepts have involved samples from developed countries. The study examined the development of the concepts of health and illness as a function of subject's age, socio-economic status (SES), gender and grade level in a Brazilian sample of 96 elementary and junior high school students. METHODS: Subjects were interviewed individually and their ideas of health and illness were assessed through open-ended questions. Participants' answers were transcribed verbatim and subjected to content analysis. RESULTS: Chi-square analyses revealed significant age, school grade and SES-related differences in participants' concepts of health and illness. DISCUSSION AND CONCLUSION: The themes employed by subjects to define both health and illness were broadly consistent with those found by previous research. The study showed a predictable relationship between subject's age and school grade level and increasingly more highly differentiated and multidimensional concepts of health and illness. This investigation suggests that, for the most part, cross-cultural similarities in children's concepts of health and illness may be more striking than the differences.

The impact of living on the streets on latency children's friendships

OBJECTIVE: This is a study to evaluate friendships in latency street boys of Porto Alegre, RGS, Brazil. METHODS: A sample of 30 latency street boys was compared with a sample of 51 latency boys living with their low income families, using the Cornell Interview of Peers and Friends (CIPF). RESULTS: The two groups had a significantly different CIPF global scores, and the boys of the street group had the highest mean score. Also, boys of the street had significantly lower developmental appropriateness, self-esteem and social skills scores than boys living with a family. CONCLUSIONS: The urgent need for intervention street children, especially on boys of the street, is emphasized.

Causal attributions in Brazilian children's reasoning about health and illness

INTRODUCTION: At a time when a great number of diseases can be prevented by changing one's habits and life style, investigations have focused on understanding what adults and children believe to be desirable health practices and uncovering the factors associated with successful adherence to such practices. For these, causal attributions for health and illness were investigated among 96 Brazilian elementary school students. METHODS: Ninety six subjects, aged 6 to 14, were interviewed individually and their causal attributions were assessed through 14 true-false items (e.g. people stay well [healthy] because they are lucky). The relationship between the children's causal attributions and demographic characteristics were also examined. RESULTS: Overall, the results were consistent with previous researches. "Taking care of oneself" was considered the most important cause of good health. "Viruses and germs" and "lack of self-care" were the most selected causes of illness. Analyses revealed significant relationship between subjects' causal attribution and their age, school grade level, socioeconomic status and gender. CONCLUSIONS: The study findings suggest that there may be more cross-cultural similarities than differences in children's causal attributions for health and illness. Finding ways to help individuals engage in appropriate preventive-maintenance health practices without developing an exaggerated notion that the individuals can control their own health and illness is a challenge which remains to be addressed by further research.