ESTRUTURA E DINÂMICA DO FUNCIONAMENTO PSÍQUICO DE MULHERES ENVOLVIDAS EM VIOLÊNCIA CONJUGAL REITERADA

Apesar das campanhas de combate à violência de gênero e a legislação elaborada para promover o aumento da segurança de mulheres envolvidas pelo fenômeno, trabalhos realizados demonstram que muitas mulheres agredidas por seus companheiros, mesmo após tentativa de separação, retornam a conviver com os agressores. Com base nessas informações, o objetivo desta pesquisa foi estudar a estrutura e a dinâmica do funcionamento psíquico de cinco mulheres envolvidas em violência conjugal reiterada. Trata-se de um estudo clínico-qualitativo, cujas participantes foram selecionadas por conveniência e fazem parte de um grupo de mulheres vítimas de violência conjugal, atendidas por uma organização não governamental, com processos em trâmite numa Vara Criminal da Grande São Paulo. Utilizou-se como instrumentos de investigação um Roteiro de Entrevista semiestruturado; a Escala da Associação Brasileira de Institutos de Pesquisa de Mercado (ABIPEME); e o Teste de Relações Objetais de Phillipson (TRO). Os resultados apontam que as participantes apresentam ego fragilizado, pouco integrado e superego rígido, pouco indistinguível de seus impulsos destrutivos e de seus perseguidores internos, resultado de introjeções e deflexões para o exterior carentes. Essa dinâmica mental se desenvolveu a partir de processos primários de cisão muito violentos, com predominância de impulsos destrutivos e da pulsão de morte sobre a pulsão de vida. Ademais, percebeu-se que as participantes se mantém predominantemente na fase esquizo-paranóide do desenvolvimento, sem conseguir alcançar de forma adequada a posição depressiva de reparação, assim, elas utilizam de mecanismos primitivos de defesa para manterem o equilíbrio psíquico como: a identificação projetiva, a negação, a idealização e a paralização. Espera-se que os resultados desta pesquisa possam auxiliam na elaboração de propostas de atendimento a mulheres em situação de violência conjugal reiterada.

HIV/AIDS: um perfil epidemiológico do vírus e uma análise das práticas seguras, conhecimento e percepção de mulheres

In recent decades, the debate surrounding the consequences of the HIV has passed by great changes. Earlier, prevention campaigns focused risk groups then risk behaviors and ultimately vulnerability. Furthermore, over the years, the dimensions of HIV that emerged in the social environment are these: internalization, heterosexualization, impoverishment and feminization. Based on these contexts, the composition of this study comprises two papers: the former has the overall objective to analyze the epidemiology and incidence of HIV in Brazilian regions in the period from 1980 to 2012; the latter, it aims to find out whether there is the relationship among safe practices, knowledge and perception of women residents in Manaus and Boa Vista cities on the infection by HIV. In paper 1, it was used information from the Health Ministry, as a data source. Besides, it was developed an exploratory and spatial analysis of incidence rates and relative proportion of notified cases. In paper 2, was used as a source of data, the research "Evaluating the process of spatial and epidemic diffusion of HIV in the federal units of Brazil-Northern Region" in 2008. Furthermore, Statistical Techniques of Cluster Analysis, Analysis of Variance, Chi-Square and Logistic Regression were applied. In this paper, it was found that, in Brazilian Regions, the prevalence of reported cases occurred among heterosexuals in men 20-40 year age group and residing in metropolitan areas. It was observed a significant spatial correlation of the incidence rate of reported cases of HIV. It was also noted by the results that have good knowledge and awareness about HIV does not imply, essentially, in a safe sexual intercourse. These results have shown the need public policies geared to the guiding of society, based in educational strategies aiming both information about the virus and its prevention, as well as public awareness for safe sex practices or in stable or not intercourses

Travestis na atenção primária: o cuidado em saúde na cidade de Natal

Among the deviant a heteronormative ideal, transvestites are the ones that suffer abuse and discrimination. Have been found that health services often present themselves as places that maintains and reproduce such discrimination, which makes transvestites only sought medical care in the latter case. Based on the guidelines of the SUS and the National Humanization Policy as well as the inclusion and leadership of the users, we conducted a qualitative study seeking to understand the experience of transvestites in seeking health care within primary care in Natal-RN. We use as techno-methodological instruments in depth interview and workshop with use of "scenes". For interpretative analysis of the narratives we use to Hermeneutics-Dialectic. From the dialogue with the narrative we come to the following themes: 1) Understanding the meaning of being a transvestite; 2) The experience transvestite in search of health; 3) Transvestites and humanized health care. In the first point they reveal the daily struggle of transvestites between prejudice and the search for respect, as well as the meanings of being a transvestite, who appeared as: Being gay, being feminine, not transsexual and accept themselves as they are. In the second axis, expressed difficulties in access to and use of health services: the embarrassment by not using the social name; fear of going out during the day; the association of transvestites to HIV; and pain caused by discrimination from health professionals. It was also possible to identify simple demands such as illnesses from day to day, the demand for hormone therapy, which involves treatment needs as well as the vital need to have their rights XVII respected. The third axis, for the range of a humanized care identified that the respectful gaze guarantee their dignity and their right to health in a humane way, but it identified some necessary changes: Training of professionals, dialogue with the social movement, publicity campaigns and rapprochement with the transvestite. Finally, it is expected that the research will contribute to the field of knowledge know-how in health care transvestites, inside and outside of the university

Desenvolvimento e calibração de fotômetro solar para medições da profundidade óptica por aerossóis e coluna de água precipitável

Instrumentation is a tool of fundamental importance for research in several areas of human knowledge. Research projects are often unfeasible when data cannot be obtained due to lack of instruments, especially due to impor ting difficulties and the high costs there associated. Thus, in order to collaborate with the enhancement of a national technology, a multiband hand - held sun p hotometer (FSM - 4) was developed to operate in the 500 nm, 670 nm, 870 nm and 940 nm bands. In the 500 nm, 670 nm and 870 nm bands aerosols are monitored for evaluation of the AOD (Aerosol Optical Depth), and the PWC (Precipitable Water Column) is evaluated in the 940 nm band. For the development of the mech anical and electronic parts for the FSM - 4, th e materials and componen ts should combine low cost and quality of the data collected. The calibration process utilized the Langley method (ML) and Modified Langley Method (MLM). These methods are usually applied at high altitudes in order to provide atmosp heric optical stability. This condition however can be found in low height sites as shown in the research by Liu et al. (2010). Thus, for calibration of the FSM - 4, we investigated the atmospher ic optical stability utilizing the ML and MLM at a site in the cit y of Caicó / RN, located in the s emiarid region in northeastern Brazil. This site lies in a region far aw ay from large urban centers and activities generating anthropogenic atmospheric pollution. Data for calibration of the prototype were collected usin g the FSM - 4 in two separate operations during the dry season, one in December 2012 and another in September 2013. The methodologies showed optical atmospheric instability in the studied region through the dispersion of the values obtained for the calibrati on constant. This dispersion is affected by the variability of AOD and PWC during the appl ication of the above mentioned methods . As an alternative to the descr ibed sun photometer calibration , a short study was performed using the sun photometer worldwide network AERONET/NASA (AERsol RObotic NETwork – US Space Agency), installed in Petrolina / PE in Brazil. Data were collected for three days utilizing the AERONET instruments and the FSM - 4, operating simultaneously on the same site. By way of the ML and MLM techniques, convergent test values were obtained for the calibration constants, despite the low amount of data collected. This calibration transfer methodology proved to be a viable alternative to the FSM - 4 calibration .

Classes sociais e eleições presidenciais no Brasil contemporâneo (2002-2010)

This work aims to analyze, in terms of class, the social composition of the constituency of the presidential candidates of the Workers Party in 2002, 2006 and 2010 elections. Such research object is constructed from a preliminary critical debate with recent Brazilian electoral studies, especially the literature on the infl uence of social programs on voting and Singer’s formulations about the lulismo phenomenon. Incorporating advances and pointing out gaps in such research efforts, is formulated a roadmap for empirical research constituted of three key elements - the measure ment of the dimensions of class structure in Brazilian capitalism; the observation of material interests related to the constituents locations of such structure; the development of measures of association between the insertion in class groupings and indivi dual voting behavior. Based on the neo - Marxist approach of class analysis, especially as formulated by Wright, it is made an adaptation of the typology formulated by such approach (mainly developed by Santos to the Brazilian case) to the data available fro m databases of censuses of 2000 and 2010. This theoretical construct reveals that during the period considered for the analysis, the structure of class - relations in Brazil became more proletarized and consequently had a decrease of the dimensions of the de stitute class locations. In addition, it was found, in relation to the objective class interests, widespread increments of economic welfare that allowed advances in relation to the material conditions of the proletariat, without, however, incurring losses to the privileged class positions. Such changes in the structural sphere focused in various ways on the political arena. Based on an adaptation to electoral analysis of the concept of "class formation", also formulated by Wright, associated with the use of techniques of ecological inference (especially those proposed by King and associates), it was possible to draw up an overview of class voting in period studied. As main results, three general patterns of individual voting behavior, related to each of the three analyzed class groupings were identified - a contraposition against PT candidates, by voters in privileged class locations; the adhesion, recurring throughout the study period, of workers to Lula and Dilma Rousseff; a favorable electoral shift unde rtaken by economically deprived voters in favor of those candidatures in the 2006 election.

Avaliação da variação sedimentológica em uma área da plataforma continental sob a atuação da indústria petrolífera

Petroleum exploration activity occurs on the offshore Potiguar Basin, from very shallow (2-3 m) until about 50 m water depth, extending from Alto de Touros (RN) to Alto de Fortaleza (CE). Take in account the biological importance and the heterogeneity of sediments on this area, it is necessary the understanding of the sedimentological dynamics, and mainly the changes generated by petroleum exploration to prevent possible damages to environment. Despite the intense activity of oil exploration in this area, research projects like these are still rare. In view to minimize this gap, this study was developed to evaluate sedimentological, mineralogical and geochemical changes in the vicinity of a exploration well, here designated as well A, located on the Middle continental shelf, near the transition to Outer shelf. The well selected for this study was the first one drilled with Riserless Mud Recovery technology (RMR) in Brazil. The main difference from this to the conventional method is the possibility of drilling phase I of the well with return of drilling material to the rig tank, minimizing fluid and gravel discharging around the vicinity, during this phase. Monitoring consisted of three surveys, first of them done before start drilling, the second one done 19 days after the end of drilling and the third one done one year after then. Comparison of the studied variables (calcium carbonate and organic matter content, sediment size, mineralogy and geochemistry) was done with their average, median and coefficient of variation values to understand the changes after drilling activity. Because operating company technical reasons, the well location was changed after the first survey (C1), resulting in a shift of the sampled area on the two last surveys (C2 e C3). Nevertheless, the acquired data presented a good correlation, with no loss to the mean goal of the study. The sedimentological, mineralogical and geochemical analyzes were done at Federal University of Rio Grande do Norte (UFRN). The results indicated a predominantly sandy environment along the three surveys. It was noticed that the first survey (C1), presented different values for all the studied variables than to the second (C2) and third (C3) surveys, which had similar values. Siliciclastic sediments are prevalent at all surveys, and quartz is the main component (more than 80%). Heavy minerals (garnet, turmaline, zircon and lmenite), rock fragments and mud aggregates also was described. Bioclastic sediments are dominated by coralline algae (more than 45%) and mollusks (more than 30%), followed by benthic foraminifera, bryozoans and worm tubes. More rarely was observed ostracoda and spike of calcareous sponge. Because the low changes of the sediments at the studied area and by the using of RMR method in the drilling, it was possible to conclude that drilling activity did not promote significant alteration on the local sediment cover. Changes in the studied variables before and after drilling activity could be influenced by the changing in the sampling area after survey 1 (C1).

Análise de sedimentos associados à atividade de perfuração na plataforma continental externa, Bacia Potiguar - Brasil

This study was developed in an area located on the outer shelf in the Potiguar Basin, Brazilian equatorial margin; this tropical shelf represents a modern, highly dynamic mixed carbonate-siliciclastic system. Field sampling was carried out during 3 cruises surrounding a shallow-water exploratory well to compare sediment properties of the seafloor, including grainsize, texture, mineral composition, carbonate content, and organic matter. Cruise 1 (C1) was carried prior to drilling, while Cruise 2(C2) and 3 (C3) respectivelly 3 and 12 months after drilling. The sample grid used had 16 stations located along 4 radials from 50 m the well up to a distance of 500 m. Sediments were analyzed in the first 0-2 cm, and 0-10 cm layers. The results show that sedimentary cover around the well is poor to very poorly sorted, with the particle size predominantly in the medium to coarse sand fraction, followed by gravel and mud. The content of calcium carbonate is greater than 96%, associated to bioclastic sediments, and the content of organic matter is less than 12%. Only minor sedimentological variations occured in the area affected by drilling operations. Mainly observed during the second cruise, in terms of a change in grain size distribution associated to an increase in siliciclastic content, This impact occurred in the most surficial sediment (0-2 cm), in the radial closest to the well (50 m), and could suggest the effects of drilling. However, in the third cruise, one year after drilling, the sediments return to show the same characteristics as in the first cruise. These results show no significant sedimentological variations due to drilling activity, and indicate that ocean dynamics in this area was high enough to recover the environment original characteristics.

Análise de sedimentos associados à atividade de perfuração na plataforma continental externa, Bacia Potiguar - Brasil

This study was developed in an area located on the outer shelf in the Potiguar Basin, Brazilian equatorial margin; this tropical shelf represents a modern, highly dynamic mixed carbonate-siliciclastic system. Field sampling was carried out during 3 cruises surrounding a shallow-water exploratory well to compare sediment properties of the seafloor, including grainsize, texture, mineral composition, carbonate content, and organic matter. Cruise 1 (C1) was carried prior to drilling, while Cruise 2(C2) and 3 (C3) respectivelly 3 and 12 months after drilling. The sample grid used had 16 stations located along 4 radials from 50 m the well up to a distance of 500 m. Sediments were analyzed in the first 0-2 cm, and 0-10 cm layers. The results show that sedimentary cover around the well is poor to very poorly sorted, with the particle size predominantly in the medium to coarse sand fraction, followed by gravel and mud. The content of calcium carbonate is greater than 96%, associated to bioclastic sediments, and the content of organic matter is less than 12%. Only minor sedimentological variations occured in the area affected by drilling operations. Mainly observed during the second cruise, in terms of a change in grain size distribution associated to an increase in siliciclastic content, This impact occurred in the most surficial sediment (0-2 cm), in the radial closest to the well (50 m), and could suggest the effects of drilling. However, in the third cruise, one year after drilling, the sediments return to show the same characteristics as in the first cruise. These results show no significant sedimentological variations due to drilling activity, and indicate that ocean dynamics in this area was high enough to recover the environment original characteristics.

Caracterização do material particulado e avaliação do risco ocupacional e mecanismos moleculares associados à queima artesanal da castanha de caju

Brazil is among the largest cashew nut producers of the world. However, the roasting process is still carried out artisanally, especially in the Brazilian semiarid region. In face of this occupational problem, the aim of this study was to perform a physical-chemical characterization of the particulate matter (PM) emitted by the roasting of cashew nuts, as well as to determine the occupational risk and molecular mechanisms associated. The most evident PM characteristics were the prevalence of fine particles, typical biomass burning morphologies such as tar ball and the presence of the elements K, Cl, S, Ca and Fe. In addition, atmospheric modeling analyses suggest that these particles can reach neighboring regions of the emission source. Polycyclic aromatic hydrocarbons (PAHs) with carcinogenic potential, such as benzo[a]pyrene, dibenz[a,h]anthracene, benzo[a]anthracene, benzo[b]fluoranthene, chrysene, benzo[k]fluoranthene, indeno[1,2,3-c,d]pyrene and benzo[j]fluoranthene were the most abundant PAHs found in the two air monitoring campaigns. Among the identified oxy-PAH the benzanthrone (7H-benz[d,e]anthracen-7-one) had the highest concentration and the evaluation of lifetime cancer risk showed an increase of 12 to 37 cases of cancer for every 10,000 exposed people. Chemical analysis of roasted cashew nuts identified the PAHs: phenanthrene, benzo[g,h,i]perylene, pyrene and benzo[a]pyrene, besides the 3-pentadecilfenol allergen (urushiol analogue) as prevalent. Occupational exposure to PAHs was confirmed by the increase of urinary 1-hydroxypyrene levels and genotoxic effects were evidenced by the increase on micronuclei and nuclear bud frequency in exfoliated buccal mucosa cells among the exposed workers. Other biomarkers of effects such as karyorrhexis, pyknotic, karyolytic, condensed chromatin and binucleated cells also have their frequencies increased when compared to an unexposed control group. The investigation of the molecular mechanisms associated with the PM organic extract showed cytotoxicity in human lung cell lines (A549) at concentrations ≥ 4 nM BaPeq. Using non-cytotoxic doses the extract was able to activate proteins involved in the DNA damage response pathway (Chk1 and p53). Moreover, the specific contribution of the four most representative PAHs in the cashew nut roasting sample showed that benzo[a]pyrene was the most efficient to activate Chk1 and p53. Finally, the organic extract was able to increase persistently the mRNA expression involved in the PAHs metabolism (CYP1A1 and CYP1B1), inflammatory response (IL-8 and TNF-α) and cell cycle arrest (CDKN1A) for DNA repair (DDB2). The high PM concentrations and its biological effects associated warn of the serious harmful effects of artisanal cashew nut roasting and urgent actions should be taken to the sustainable development of this activity.

Caracterização do material particulado e avaliação do risco ocupacional e mecanismos moleculares associados à queima artesanal da castanha de caju

Brazil is among the largest cashew nut producers of the world. However, the roasting process is still carried out artisanally, especially in the Brazilian semiarid region. In face of this occupational problem, the aim of this study was to perform a physical-chemical characterization of the particulate matter (PM) emitted by the roasting of cashew nuts, as well as to determine the occupational risk and molecular mechanisms associated. The most evident PM characteristics were the prevalence of fine particles, typical biomass burning morphologies such as tar ball and the presence of the elements K, Cl, S, Ca and Fe. In addition, atmospheric modeling analyses suggest that these particles can reach neighboring regions of the emission source. Polycyclic aromatic hydrocarbons (PAHs) with carcinogenic potential, such as benzo[a]pyrene, dibenz[a,h]anthracene, benzo[a]anthracene, benzo[b]fluoranthene, chrysene, benzo[k]fluoranthene, indeno[1,2,3-c,d]pyrene and benzo[j]fluoranthene were the most abundant PAHs found in the two air monitoring campaigns. Among the identified oxy-PAH the benzanthrone (7H-benz[d,e]anthracen-7-one) had the highest concentration and the evaluation of lifetime cancer risk showed an increase of 12 to 37 cases of cancer for every 10,000 exposed people. Chemical analysis of roasted cashew nuts identified the PAHs: phenanthrene, benzo[g,h,i]perylene, pyrene and benzo[a]pyrene, besides the 3-pentadecilfenol allergen (urushiol analogue) as prevalent. Occupational exposure to PAHs was confirmed by the increase of urinary 1-hydroxypyrene levels and genotoxic effects were evidenced by the increase on micronuclei and nuclear bud frequency in exfoliated buccal mucosa cells among the exposed workers. Other biomarkers of effects such as karyorrhexis, pyknotic, karyolytic, condensed chromatin and binucleated cells also have their frequencies increased when compared to an unexposed control group. The investigation of the molecular mechanisms associated with the PM organic extract showed cytotoxicity in human lung cell lines (A549) at concentrations ≥ 4 nM BaPeq. Using non-cytotoxic doses the extract was able to activate proteins involved in the DNA damage response pathway (Chk1 and p53). Moreover, the specific contribution of the four most representative PAHs in the cashew nut roasting sample showed that benzo[a]pyrene was the most efficient to activate Chk1 and p53. Finally, the organic extract was able to increase persistently the mRNA expression involved in the PAHs metabolism (CYP1A1 and CYP1B1), inflammatory response (IL-8 and TNF-α) and cell cycle arrest (CDKN1A) for DNA repair (DDB2). The high PM concentrations and its biological effects associated warn of the serious harmful effects of artisanal cashew nut roasting and urgent actions should be taken to the sustainable development of this activity.

O comportamento eleitoral da nova classe trabalhadora no Rio Grande do Norte 2014: ideologia, avaliação de governo e voto

This thesis investigates the voting behavior of the fractions of the new working class in Rio Grande do Norte, more specifically in the cities of Natal, Mossoró and Caicó, from the presidential election of 2014. This research examined the ideology, the evaluation of government and guidance the vote of a portion of the working classes of RN voters. In Brazil, from 2003, socio-economic change has occurred perceptibly, especially in a part of the working classes who ascended socially and switched to the "C economic class." Thus, there was this period, a significant expansion of this social stratum. The expansion of the "class C" in the past decade in Brazil raised the academic debate and in the media about the emergence of a "new middle class". Neri (2008) termed the "class C" of the "new middle class" and that will be the central part of their studies. But the debate on the "new middle class" can not be simplistic to the point of considering that social mobility, the main variable income, entered this segment of the population in the middle class, because it has different specificities of the popular classes. To understand this phenomenon, the income variable was outdated, adding the importance of ownership of the means of production, control of labor power and the symbolic values in the division of social classes resulting in three fractions of the new working class: the management positions, non-heads and small fighters. In this study, using as a complement to the sociological approach (ideologies and social classes) and the performance evaluation was identified that the new working class (heads) mainly reproduced the ideological and political positioning of the middle class, resulting in the rejection of PT governments (2003-2014) and it’s social, compensatory and redistributive policies. From what has been seen, the new working class (chiefs) approaches the ideological and political behavior of the middle class that will reflect in their electoral choices and class interests. The new working class (not heads and small fighters who voted in the situation) because of its classist and ideological interests approached the Workers' Party positively evaluating the Lula-Dilma governments (2003-2014) due to the implementation of compensatory policies, and redistributive programs government turned to the popular classes. In a counterpoint, the voters of the new working class (not heads and small fighters) who voted null, reproduced the discourse of mainstream media and the middle class about the rejection of compensatory policies, redistribution and government programs of Lula-Dilma governments, and consequently they disapproved of the government Dilma and her candidacy.

COMUNICAÇÃO E CULTURA LOCAL NA RÁDIO COMUNITÁRIA BOA NOVA FM EM SENHORA DE OLIVEIRA, MG

Estudo sobre a Rádio Comunitária Boa Nova FM do município de Senhora de Oliveira-MG, no que se refere às suas configurações e as relações com a comunidade local. Os objetivos são identificar o sistema de funcionamento da rádio comunitária como forma de compreender até que ponto ela se insere no cotidiano oliveirense e articula a movimentação local, sobretudo em períodos eleitorais; averiguar o tipo de informação veiculada; observar o sentimento dos ouvintes em relação à mesma. O estudo se baseia em pesquisa bibliográfica para tecer as teorias e nortear todo o processo de pesquisa e no estudo de caso por meio de procedimentos metodológicos como a pesquisa documental, a pesquisa participante e entrevistas semi-estruturadas, além de uma pesquisa de recepção junto aos ouvintes. Conclui-se que a rádio Boa Nova, que convive harmoniosamente com a comunicação comunitária estabelecida também pelo alto falante, articula de forma simplória a informação e a cultura local em suas práticas, pois há reprodução de conteúdo da mídia convencional, além de não haver uma participação ampla da associação comunitária que é sua mantenedora. Apesar da falta de conhecimento técnico da maioria dos locutores e da relação político partidária presente na emissora, há compatibilidade entre o que a rádio veicula e o interesse dos ouvintes

O DISCURSO AMBIENTAL JORNALÍSTICO, POLÍTICO E EMPRESARIAL EM ÂMBITO LOCAL: uma proposta de análise

Esta tese tem como tema principal o discurso ambiental local. Trata-se de uma proposta de análise, que pode ser aplicada a este tipo de discurso em qualquer localidade, e um estudo de caso, que aplicou a análise proposta na tese. O objetivo geral desta pesquisa foi analisar a informação local sobre meio ambiente veiculada por meio dos discursos jornalístico, político e empresarial, estabelecendo relações históricas, sociais e ideológicas do discurso ambiental que permeiam as três áreas em questão. A metodologia incluiu três fases: pesquisa bibliográfica e revisão de literatura sobre os principais conceitos levantados no trabalho; levantamento de discursos locais disponíveis na mídia para análise no estudo de caso; análise dos discursos a partir de protocolo elaborado com base na Análise do Discurso de linha francesa. O estudo de caso traz a análise do discurso ambiental no município de Frutal-MG, onde hoje estão em andamento várias pesquisas e projetos na área ambiental. A principal conclusão do trabalho confirma a hipótese da pesquisa de que a informação ambiental fruto dos discursos político, jornalístico e empresarial em âmbito local tem caráter predominantemente situacional, mercadológico e propagandístico, pouco focada em conscientizar e educar e com ênfase em interesses comerciais e eleitorais e na resolução de problemas emergenciais

AS MARCAS E O CONSUMIDOR: Um estudo dos discursos da publicidade na perspectiva da modificação dos estereótipos na representação da família.The

Os papeis de homens e mulheres na sociedade contemporânea têm sido reestruturados, assim como a própria noção das estruturas familiares se renova. Algumas marcas estão atentas a essas mudanças e, no contexto mercadológico, fica evidente que os consumidores são diversos, com novas demandas e expectativas pelo reconhecimento dessa diversidade. Esta dissertação discute a mudança de abordagem na representação da família, demonstrando suas mutações de papeis na publicidade, esta vista como um produto sociocultural. Para tanto foi desenvolvida uma pesquisa qualitativa subsidiada pela análise de discurso de linha francesa. Primeiramente, o estudo qualitativo se desenvolve a partir de uma abordagem bibliográfica e documental e uma parte empírica de análise de discurso de campanhas publicitárias dos últimos anos, selecionadas a partir de seu foco nas representações familiares contemporâneas, de marcas que as tratem com naturalidade e demonstrem aceitar essas transições, buscando-as através da análise de casos múltiplos de amostras intencionais os avanços quando se trata dos modelos familiares, elementos que se desviam de representação conservadora da família. Demonstrou-se que há uma tendência de algumas marcas reforçarem qual é o público que desejam atingir através de suas construções discursivas que apontam para o reconhecimento das famílias reconstituídas, para a adoção e para a homo e monoparentalidade, ou seja, para a confirmação da existência dos variados tipos de família.

A Operacionalidade de um Departamento de Marketing do Sheraton Porto Hotel & SPA

O relatório apresentado reflete a experiência de nove meses de estágio no departamento de marketing do Sheraton Porto Hotel & SPA. Inicia-se com uma introdução ao conceito de marketing e ao de turismo, de seguida, à sua junção, ou seja, o marketing turístico, como surgiu, a sua importância e a sua evolução ao longo dos tempos, para melhor enquadramento das atividades desenvolvidas no estágio. Também neste ponto, irei focar a importância da internet no turismo, ou seja, o seu impacto nesta atividade que todos os anos atraí milhares de pessoas ao nosso país. Por fim, irei caracterizar o fenómeno do turismo na cidade do Porto, que tem vindo a aumentar ao longo dos anos, refletindo assim, as altas taxas de ocupação hoteleira, sendo o marketing o principal impulsionador para o crescimento desta cidade. No segundo ponto do relatório será caracterizada a cadeia que me acolheu durante o estágio, Starwood Hotels & Resorts, Inc, assim como, uma das sete marcas, neste caso, Sheraton Hotels & Resorts. Farei também referência a um dos maiores programas de fidelização, SPG (Starwood Preferred Guest), e das diversas campanhas que este programa desenvolve durante o ano, onde o papel do marketeer torna-se crucial para divulgação do mesmo. Realizarei uma breve caracterização do Sheraton Porto Hotel & SPA, assim como, o seu público-alvo, ocupação e darei a minha opinião crítica sobre o local de estágio. Ainda neste capítulo, irá ser retratado todas as tarefas diárias que executei durante os nove meses de estágio, assim como os novos programas, os novos conceitos que aprendi e todos os pontos-chave que ocorrem no dia-a-dia no departamento de marketing. Para finalizar este capítulo, irei realizar uma análise crítica e refletiva de meu estágio. No último capítulo deste relatório, estarão descritas duas das principais atividades desenvolvidas durante o estágio, com o objetivo da resolução de determinados problemas nomeadamente a criação de um site durante a época de natal e passagem de ano e a criação de um novo layout e imagem para promoção do New Yorker Bar, durante o mundial de futebol 2014. Irei também dar a minha opinião crítica, assim como, algumas sugestões que poderão ser implementadas no futuro. Este trabalho pretende mostrar as atividades de um marketeer numa das maiores cadeias internacionais, assim como, a sua contextualização literária e a realização de tarefas de gestão de marketing.