O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Tecnologia social para autogestão: um estudo em empreendimento econômico solidário do Rio Grande do Norte

The theme of this dissertation is social technology for self-management: a study in economic enterprise supportive of Rio Grande do Norte. The research aimed to obtain evidence that the reapplication of technology management, basic economic-financial and pricing, as production costs, has the potential to contribute to the self-management of APABV. The social technology and self-management are theoretical frameworks used and where workers are central figures in both the generation and replication of technologies that are compatible with their realities, as in the conduct and management approach adopted by them in their venture, they are makers decisions. To achieve the proposed objective was accomplished participatory research, which was used in addition to document analysis, participatory methodologies such as the construction of the DRP, group interview, experience in the production environment and family of entrepreneurs APABV. This research allowed the management technologies such as spreadsheets controls basic economic and financial costs, when socialized and understood by workers has the potential informational and become part of their daily decision-making process of the project, making up social technology

Prwncwyj: drama social e resolução de conflito entre os Apãniekra Jê-Timbira.

This work considers a ethnography boarding on the Apãniekra Jê-Timbira group of Central Brazil - leaving of a proposal of agreement of the group in perspectives of historical situations, analyzing its social organization from situational approaches. Taking the ethnography as main tool of production of data, the focus of the research takes dimension, when in the course of the ethnography situation, they come out, from certain events, social dramas that if ramify in crises, conflicts, faccionalismo. I analyze the mechanisms elaborated for the group to neutralize these dramas , such as the constitution of a tribal court , composites for native mediators and external mediators, dynamics ritual processes and politicians.

Tecendo vivências e sentidos do câncer infantil : família, doença e redes de apoio social em Natal-RN

This paper discusses the experiences related to the treatment of children´s cancer which had children, their mothers and families as their main characters. They were mainly originated from areas in the countryside and urban poor areas in the State of Rio Grande do Norte. The non-governmental organization Grupo de Apoio à Criança com Câncer (GACC) was the privileged ethnographic location. In this setting, the mother, which was called acompanhante (companion), and the children, defined as pacientes (patients), were often sheltered in reason of therapeutic practices and the treatment undertaken by children in a nearby hospital. This study aims to focus on the therapeutic itinerary, beyond the children´s suffering, dealing with the family as a whole, since the moral values from these popular families imply the complete involvement of the family in relation to the illness and its treatment. Therefore, it is experienced as a family problem. We also intend to understand the construction of meanings to the illness, dealing with the ideological continuity in the relationships between the families and the GACC. These meanings were built in the intersection of these two spheres, which refer particularly to medical, religious and emotional explanations. Ethnographic methods were applied in this research at the entity and another social contexts, such as the family households. I also tried to retrieve the process of treatment outside the GACC, visiting the family context, when doing dense interviews or just having conversations with informants. It was found that the GACC, as a non-governmental organization, generates a negotiation of identities, which develops, then, through the family as a whole, but also through the child and especially the mother, affecting, in some way, their internal organization. Furthermore, the meanings of the experience of illness appeared to be shaped by the family sphere as well as by the logic of public health structures

Exclusão social e projetos habitacionais. Um estudo sobre conjuntos habitacionais, segregação e exclusão social em Natal/RN

In Natal s urban growth process it is given that the performance period of the National Housing Bank (BNH, 1964-1986) was marked by the intense expansion of the urban grid and configuration of outskirts, through the construction of social housing developments. Implanted in segregated areas of the existing formal city, the population installed in these complexes was also excluded from their rights, considering that the housing defines itself not only by the physical dwelling, but also by its access to urban infrastructure, facilities, services, and others. From this reality and the verification of the city s exclusion and sociospatial segregation processes, we aimed to quantitatively demonstrate levels of social exclusion in Natal, based on the methodology developed by Sposati (2000) and adapted by Genovez (2002), which relates IBGE s (Brazilian Institute of Geography and Statistics) database underlying variables such as income, schooling and dwelling s quality. The research unveiled some spatial patterns promoted by the social housings: in these areas islands were developed with higher indicators than surrounding areas, revealing internal hierarchies in the city s outskirts

A representação social do cuidado no Programa Saúde da Família na cidade do Natal

The aim of this study was to learn about the social representations of the care provided by the Family Health Program (FHP) in the city of Natal, Brazil and determine how these representations guide the daily actions of doctors, dentists, nurses, nurse s assistants and oral health assistants during the work process. In this sense, we used the theoreticalmethodological approach to the Theory of Social Representations. For data collection, we used the following instruments: a two-part questionnaire, where the first part recorded sociodemographic data and the second part was adapted to the free word association technique (FWAT), which was applied to 90 professionals belonging to 18 FHP units. Interviews were also used as collection instruments. These were based on inductive stimuli and on direct observations of 30 of these professionals. After a superficial reading of the material, we constructed a corpus from which ten categories emerged. To analyze FWAT we used lexicographic analysis, combining frequency and the mean order of responses. The interviews and sociodemographic variables were analyzed using content analysis and descriptive statistical analysis, respectively. The study showed that the central nucleus of the social representation in question is composed of the elements attention, receptivity and love, revealing that the subjects have different understandings of the FHP care process and that the knowledge accumulated in this respect is supported by an approximate vision of the meaning of care. However, traditional elements with trivializing connotations about care predominate, which compromises the development of strategies to overcome traditional practices. In the set of analyses, we were able to capture the invariance of a contradiction: on one hand, professionals know and affirm the importance of providing care for FHP patients; on the other, the experience of daily practice translates into the negation of this concept. In this contradictory context, professionals build gradual and successive syntheses that allow them to act and affirm themselves by associating information from their academic formation, structured knowledge acquired in other experiences, values and symbols of their daily routine. Thus, they shape and reshape themselves, according to what is concretely and specifically required, at the same time both plural and multiple. The composition of the central nucleus indicates that any measure that intends to modify attitudes that is, the daily actions of FHP professionals with respect to care must take into account and give priority to the debate about the redefining of the semantic fields of the central nucleus (love/attention/receptivity and humanization), especially those of love and attention

Transplantes: re-inserção social e qualidade de vida dos transplantados cardíacos do Estado do RN

The experience of transplantation is a very serious situation from the clinical standpoint. Therefore, there must be some subjective and social breakdown in people who have been undergone such a procedure. Recent product of modernity, the transplanted is someone who owns his recover to the scientific advances of contemporary society and a deceased donor. This paper aims at examine the implications, from the changes in patterns of behavior and thought that occur after the experience of an extreme and critical situation, as the process of illness and its consequent transplant surgery. The symbolism of the heart suggests that some social impressions about the organ itself are also reflected in how the transplanted interprets the experience of this type of procedure. So investigating how the changes occurred throughout the process interfere in the re-insertion of these people to social life, after his recovery, is the purpose of this work. The concept of habitus coined by Pierre Bourdieu will be used to measure conceptually how this experience (clinical, modern and symbolic) fits in the contemporary discussion of sociology

Juventude rural e projetos de vida: a experiência do consórcio social da juventude rural em São João do Sabugi

The presented research however has as object to apprehend the contribution of the Social Trust of Agricultural Youth in Is João of the Sabugi, in the individual and collective projects of life of the agricultural young. In it interests to know them which are the dreams and desires of these young, its relation with familiar agriculture, its desires of permanence in the field, as well as the relation of the trust with the fortalecimento of its projects of life. Thus, the general objective is to argue the contribution and influence of the Social Trust of Agricultural Youth in Is João of the Sabugi, in the individual and collective projects of life of the young of the city. The construction of the subject on agricultural youth to the contact with the land and the work in familiar agriculture were one strong expression identified in this research, exactly leading in consideration that nor all possess the desire to remain young agricultural , or at least young agriculturists. For the young, agricultural being is express through not only the contact with the agricultural work, but also the process of sociability, formation of affective bows, possibilities of new learnings, valuation of the agricultural way and its potentialities, of that the corporeal property and cultural is possible to be young in the agricultural way with access, historicamente denied

Sociedade civil no espaço de atuação com juventude: uma cartografia social

This report has as its objective the setting up of a social cartography, mapping and characterizing non-governmental organizations working with adolescents and young people (OSC) in the western districts of the city of Natal. Characteristics such as the profile, themes and principal activities, how the organizations fit into the public sector and their participation in social networks are observed. Thus common differences and similarities which serve as a means of indentification, take as reference the symbolic cartography of Boaventura of Sousa Santos. Since there are relatively few studies relating to civil society of Rio Grande do Norte and in particular, Natal, the starting point was the setting up of a database allowing for a general overview. Hence a panorama of the organizations could be observed: where they are located, when they were formed how they operate and their relationships with other sectors (the state, the market and civil society) in addition to basic facts and location. The principal lines of enquiry were a) the OSC which operate with the public comprising adolescents and young people and b) the OSC operating or having branches in four suburbs on the periphery of the western administrative region of the city (Felipe Camarão, Bom Pastor, Cidade Nova and Guararapes).The present report has identified the impacts of ongoing social transformation caused by the process of globalization ,by the various currently contested political projects which are as follows: the project of neoliberal globalized capitalism(hegemonic)and the project of social emancipation (contra-hegemonic),how these are seen from the local viewpoint and how they influence the profiles and operation of the cartographic organizations. The area of the OSC is a heterogenous one with political, cultural and ideological strains, characterized by its infiltration, its local/global and multicultural dimensions. As civil organizations are fundamental in the processes of transformation within society, and following the idea of social emancipation referred to by Boaventura Santos, the enquiry classified the organizations according to the afore-mentioned characteristics, establishing eight types of associations. These different types and their respective characteristics were analysed from a related perspective using the mechanisms of symbolic cartography: scale, projection and symbolisation. The theoretical references underpinning this research arise from the debate on civil society which becomes redefined as a result of the dispute involving the two afore-mentioned political projects. These demand the theoretical application of the comprehension of heterogeneity in its diversity and complexity together with the idea of social emancipation.The main authors consulted were Boaventura de Sousa Santos, Antonio Gramsci, through the texts translated by Marco Aurelio Nogueira; Carlos Nelson Coutinho and Alberto Rivera ,who supported the construction of the types of associations identified by the local reality.Finally this research enabled an understanding of the current form of social action happening in the Space of the Four Neighbourhoods (Espaço dos 4 Bairros) and how the distinct profiles analysed together with the ares of operation of the organizations define their emancipatory potencials within the following two poles: regulation/adaptation and emancipation/transformation

Democracia Possível: espaços institucionais, participação social e cultura política

The present study aims at making a theoretically reflection about the reconstruction process of democracy that can be observed in the country since the opening political process, which took place with the Geisel´s government in 1974, passing through the first civil president, in 1985, the Constitution process, in 1986, and finally the Constitution promulgation in 1988. It interests to this study analyses the premise that the 1988 Constitution inaugurates the moment in which democracy starts to be reconstructed in the country, and that this reconstruction is made in such a brand new way, once it included the possibility of participation of the civil society in the deliberation of the public politics, what became possible with the creation of new spaces of a gestion shared by the three executive powers: federal; states; municipalities, and with the civil society, in the councils created in those spheres. In this way, this work wishes to focus the opening process to the civil society participation, wich became possible with the creation of the city councils of public politics. It´s about investigating the form in wich the relations set up in these hibrid spaces could be considered democratic, inclusive and promoters of effective participation, checking up tendencies, giving emphasis to regularities and some specifities encountered in the forms of participation, which have been observed in those councils. In order to comprehend the democratic process in construction in the country, the analysis of the relations established by the civil society and the local executive power in the obligatory municipal councils is taken as object of study, passing by the tensions wich evolves institutions and political practices, permeated by the local political culture. It starts from a briefly review of works already made on the subject

O som do silêncio :a angústia social que encobre o luto : um estudo sobre isolamento e sociabilidade entre enlutados do cemitério Morada da Paz (Natal/RN)

Nowadays, the act of mourning configures as a circumstance of isolation and social anguish due to the impossibility to express the pain by those who suffer the loss of a dear one. At the same time, the symbolic relations established between society and the cemetery contains interpretations about death, pain and fear which confer to the visits a special and individual feature. In this context, this dissertation tries to analyse the formation of a sociability observed among visitors of the Morada da Paz a private cemetery located in Natal/RN as well as the frequency of the visitors to the necropolis. Therefore, the research was accomplished from the observation of the existent relations among these actors whose meetings have procured links based on the experiences´ exchange about pain and bereavement. In this sense, this study tries to analyse, as its principal point, in which way the Morada da Paz space and the relations established there are being appropriate by the visitors in their mourning process, trying to understand what are the role of these bond in the elaboration of the loss for these people

Quem tem direito à moradia? :uma análise da política nacional de habitação e dos programas de habitação de interesse social (2003-2005)

This dissertation analyses the Brazilian housing policy of today s, focusing on the programmes in the socalled Social Interest Housing Subsystem in order to discuss to what extent the government has been able to grant housing constitutional rights in the country. The discussion is about housing policy and the principles in the country s Constitution regarding the role of housing as a social right, a right that must be granted by the state. This refers to land rent theory to understand the relationship between capital and property and the reasons why, under capitalism, housing becomes a commodity in the market. Then, it discusses the national housing policy, which emphasizes land ownership through financing, that is, via market, a process that excludes all low income population. In the conclusion, it is clear that, although government programmes cover extensively at least potentially the national territory as well as social group, subsidized housing programmes cannot be implemented in the city due to land prices because subsidy is too low. In this way, the law that grants housing rights to all Brazilian citizens is violated

Desenvolvimento e assistência social : uma avaliação da efetividade da política de assistência social nos municípios de Assú e Mossoró (2004 -2008)

This thesis, whose title is DEVELOPMENT AND SOCIAL ASSISTANCE: AN EFFECTIVENESS EVALUATION IN SOCIAL ASSISTENCE POLICY IN THE CITIES OF ASSÚ AND MOSSORÓ/RN (2004/2008), has as main aim to evaluate effectiveness in Social Assistance Policy in the cities of Assu and Mossoró/RN, from 2004 to 2008, identifying its impacts and effects in life of its users. The methodological process for the research was composed by: a) Literature review on this theme, development of public policies; social public policies, public policy evaluation and Social Assistance Policy in Brazil; b) Documental research from Municipal Management of Social Development and Municipal Counsels of Social Assistance in the cities of Assu and Mossoró/RN about the object of this study and empirical field; c) Field Research constituted by the realization of Focal Groups with Social Assistance users and semistructured interviews with municipal managers from Assú and Mossoró. It was also taken into account participant observations in events and activities related to Social Assistance previously mentioned, considering field management and also the response to users demands. Articulating the themes of Development and Public Social Policy in Social Assistance was the theoretical purpose for this thesis. To achieve this purpose, it was performed two theoretical displacements related, at the same time, to the notion of development and to the concept of Social Assistance, which means to comprehend development as social change and improvement in users life quality, expressed in the expansion of their capacities and liberties (SEN, 1993, 2000), and the Social Assistance as an element for development. Such displacements provide a view of Public policy and Social Policies and evaluate National Policy of Social Assistance achieved in those cities. As product, this thesis presents a methodological purpose for effectiveness evaluation in Public Policy, taking into account expansion of capacities and liberties, concluding that Social Assistance Policy in Assú and Mossoró/RN, even in lesser extent had its impact and caused effective results in the life of their users and provided an expansion of their capacities and liberties, improving life quality and empowered agent condition for those subjects. The results show that this Policy has been proved to be effective, and consequently, it was considered, in this thesis, to be also an element and an allied for development

Política de assistência social no Brasil: uma análise a partir das tipologias de políticas públicas

The study of public policy typologies is still a knowledge field which lacks more embracing and applicable studies to different sectors. On that perspective, this work, Social Assistance Policy in Brazil: an analysis from the typologies on public policy, pursues to add the relevant literature to social assistance what focus on the public policy ratings. Moreover, it concerns about a study on the the national policy of social assistance implemented by the Brazilian government from the theoretical referrence of the public policy typologies. For that reason, the referential framework of the public policies as well as the analisys of its fundamentals/principles that are indispensable for achieving a bigger goal, that is to tipify the social assistance policy based on the different public policy typologies and characterize it through the main elements which are intrinsec to the social political and economic reality of Brazil. Thus, the issue suggested for the work is: what is the profile and the political trajectory of the social assistance implemented by the Brazilian Government? How it presents, above all, the features of a distributive, focused and lawful policy, the work has been done througho the following hypothesis: the social assistance policy in Brazil has been of universal, assistance, and focusing aspects. For each of those features granted to the social assistance policy, there is a gathering of changes according to the social, political and economic moment of the country and that stands out due to the different institutions within every cyclical period. The work showed that besides the social policy has gone through meaningful changes during the last decades, even though the adoption of the Organic Law of Social Assistance and its rules, some of the mentioned characteristics still remain, as long as the State s primacy goes on being the economic policies over the dubbed social policies. Notwithstanding, the social assistance will build up itself from the materialization of the growing of the social rights related to the State, but also assuming an important role on the amplified reproducing process regarding the capitalist social relations

Desenvolvimento Urbano e Cidades Inclusivas: Estudo Analítico do Princípio Constitucional da Função Social das Cidades

The reality of Latin America points out that the industrialization and urbanization are complementary processes associated each other. Thus, by consequence of the demographic growth, observes the aggravation of an urbanization completely disordered and without infrastructure capable of guaranteeing rights and basic services to the population. In parallel, the dissemination of information, the valorization of human dignity, promoted by social welfare, and expectations of consumption aggravates the tensions among social actors, leading to the Theory of the Right to Development to worry about the (re)construction of cities. Before this reality, the Federal Constitution of 1988 proposed a participatory urban policy, grounded in the ideal of confrontation of social exclusion of a more comprehensive, represented by the principle of the social function of cities, which must be stratified into four inclusion´s central axes, namely: the social in the strict sense, the economic, the cultural and the policy. The Analysis of each of these dimensions, keeping the focus on reality and the Brazilian legal system, composes specific objectives of this work. Thus, through deductive research, with use of technique bibliographical and interdisciplinary, this dissertation aims to make connections between social function and development, proposing an analytical concept for the proposing an analytical concept for the principle of social function of cities, through the study of its basic elements. With this, purports to demonstrate how results, firstly, that the juridical study, to fully understand the process of marginalization, must maintain multidisciplinary perspective, own social sciences. Also aims to demonstrate that the dimensions of inclusion are formed by fundamental rights, individual and collective, of liberties and of social guarantees and that without respect to all of them there is no way to talk about implementation of urban development and nor, consequently, about inclusive cities. At the end, after checking the main legal instruments of urban policy that emphasize the community participation, provided for in the Statute of the Cities, and that potentiate the breakup of the circles of exclusion, the work want contribute to the clarification and the awaken to the importance of a new perspective democratic of development in the country, grounded in the appreciation of the individual for realization of modern management, decentralized and that, therefore, inserts the effective participation of urban communities in the acting of the State