O uso da Lei Rouanet como ferramenta produtiva em um plano de comunicação

The Rouanet law is a tax incentive law that allows companies to invest up to 4% of their taxes - based on actual profit - in sponsoring cultural projects previously approved by the Ministry of Culture. By sponsoring these projects, companies can have their name attached to them and, consequently, strengthening their brand and increase its visibility in the market. Whereas this project is aligned to the company vision, its image will be strengthened and the sales will increase. Large companies use the Rouanet Law to sponsor cultural events and have very strong names in the Brazilian market, perhaps worldwide. Examples: Petrobras, Banco do Brasil, Banco Bradesco, BNDES, Usiminas, Vale, among others. The Public Relations professional, who’s responsible for internal and external communication of a company, can use it as a differential of his work, expanding the company's profits with minimum investments, aligning the company's vision to actual practices and using the sponsorship as an agent capable of strengthen its social responsibility and, due to that, to increase the trust of its target audience. This study will address the theoretical and practical aspects of the Rouanet Law and of the public relations professionals, beyond mentioning examples on the subject, with special attention to Petrobras, the largest sponsor of cultural projects in Brazil. The greatest problem of the Rouanet Law is the fact that its sponsored projects are mostly concentrated in the Southeast, specifically in the Rio - São Paulo region. The more popular the Act become, for most places it will spread and Brazil may, after some time, become a world reference in the Cultural point

Sustentabilidade e comunicação: o profissional de Relações Públicas e a sustentabilidade nas organizações

This paper aims to present the importance of public relations professional in the sustainability context at the organizations. For this, we discussed the sustainability issue, and the concepts that comprise the function of the professional of public relations and the importance of communication to make the sustainable practices a management tool of the company's image and improve the relationship with stakeholders. Were presented and discussed four cases of companies to discuss the pathway of sustainability practices in Brazil

A descentralização político-administrativa no Brasil: um estudo sobre a disputa entre os municípios de Caiuá e Marabá Paulista pela Decasa Açúcar e Álcool a partir das escalas geográficas de análise

This work has as main objetive to analyze fiscal/tax collection of municipalities after the political-administrative decentralization in Brazil and its new role in this scenario, bringing up the competition for Decasa Sugar and Alcohol between the municipalities of Caiuá and Maraba Paulista in the context of expansion sugarcane cultivation in the Presidente Prudente Geographic Micro Region. The analysis has considered the geographic scales, in order to highlight the power relations on local/regional territory, determined by the Agroenergy Policy Guidelines in Brazil (2006-2011). The two municipalities have from the point of view economic dynamics, irrelevence, proven through the São Paulo Index of Social Responsibility (IPRS), maximizing the importance of the constitutional transfers, such as Participation Fund of Municipalities (FPM). Given this situation, we analyze the four taxes raised by the experts as the most impactful for municipal tax collection before the presence of sugarcane activity: the Territorial Urban Property Tax (IPTU), the Tax on Services of any Nature (ISSQN), the Tax Vehicles owned Motor (IPVA) and the Operations tax on the Circulation of Goods and on Transport Services Rendered Interstate and Intermunicipal (ICMS). It was verified, that only the ISSQN can be seen as an indicator increase in fiscal/tax collection before the presence sugarcane activity...

Variáveis de impacto na queda da mortalidade infantil no Estado de São Paulo, Brasil, no período de 1998 a 2008

This is an ecological, analytical and retrospective study comprising the 645 municipalities in the State of Sao Paulo, the scope of which was to determine the relationship between socioeconomic, demographic variables and the model of care in relation to infant mortality rates in the period from 1998 to 2008. The ratio of average annual change for each indicator per stratum coverage was calculated. Infant mortality was analyzed according to the model for repeated measures over time, adjusted for the following correction variables: the city's population, proportion of Family Health Programs (PSFs) deployed, proportion of Growth Acceleration Programs (PACs) deployed, per capita GDP and SPSRI (Sao Paulo social responsibility index). The analysis was performed by generalized linear models, considering the gamma distribution. Multiple comparisons were performed with the likelihood ratio with chi-square approximate distribution, considering a significance level of 5%. There was a decrease in infant mortality over the years (p < 0.05), with no significant difference from 2004 to 2008 (p > 0.05). The proportion of PSFs deployed (p < 0.0001) and per capita GDP (p < 0.0001) were significant in the model. The decline of infant mortality in this period was influenced by the growth of per capita GDP and PSFs.

Significados do trabalho para servidores técnicos e administrativos de uma instituição pública de ensino superior no interior paulista

Pós-graduação em Saúde Coletiva - FMB

Estratégias de sustentabilidade na prática odontológica

Dentists have widely discussed environmental issues with a view to the implementation of sustainability strategies in dental practice. It is unacceptable the practice of dentistry today as merely the solution of dental problems. The Dentist has a social responsibility to incorporate into your daily work concrete actions to reduce the impact of its production process. The purpose of this study is to characterize the development and application of performanceoriented model of social responsibility in dental practice, built to preserve the environmental cause in dentistry in order to trace change scenario that allows the environmental management without compromising the quality of services offered.

Educação para o desenvolvimento sustentável: o papel da Universidade

The University is responsible for the stablishment of citizens with critical thinking, based on current concepts, capable of a dynamic and participative attitude in the community in which these professinals will be inserted. Education at environmental sustainability, permeated by the articulation among knowledge, social, and cultural phenomena, brings the challenge of incorporating skills, providing essential values not only for understanding the historical relations between human beings and the environment, but also to improving the quality of life. The “World Conference on Higher Education in the Twenty-first Century: Vision and Action" guides the educational process by its mission to train citizens professionals, highly informed, motivated, integrated and able to create a society based on love of humanity and wisdom. The balancing among the basic functions of teaching, research and extension within the University contributes to the student to take ownership of the construction of his own knowledge in a perspective of integral formation of the human being, aware of his social responsibility and policy for a society environmentally sound. This paper aims to, guided by literature review, present some considerations on the role of the University in education for environmental sustainability.

Association between bruxism, alcohol and tobaco use among brazilian students

The etiology of bruxism is not well defined. Different factors affecting the central nervous system are considered as risk factors for bruxism. Dental students are not immune to the bruxism, alcohol consumption and tobacco use, despite their training, knowledge of its effects and social responsibility. The purpose of this study was to evaluate the association between bruxism, alcohol consumption and tobacco use among Brazilian dental students. Participants were chosen among 180, 17-29 year-old students at the UNESP’s Dentistry School – Araçatuba Campus. They were divided into those with and without bruxism on the basis at validated clinical criteria. The clinical examinations were carried out by four standardized examiners (Intraexaminer and Interexaminer Unweighted kappa= 0.82, Weighted kappa= 0.89, respectively), in the clinic, with daylight and a tongue depressor. Bruxism was registered with the following categories: no wear facets, wear facets in enamel, dentine wear facets, facets wear half of the crown and wear facets more than 2/3 of the tooth crown. A self report validated questionnaire for alcohol consumption and tobacco use with 29 questions was completed by both groups. Fischer exact test and T-test were used and Odds Ratio and Confidence Interval was estimated. Bruxism was more frequent among cigarette smokers both in men (68.4%) and in women (56.8%). Among all respondents in this group, 82.6% reported that they would like to quit smoking and those who have tried previously to quit (76.4%) found it made them more stressed. Drinker was more frequent in the group with bruxism also (66.5% of the female and 73.5% of the male). 88.4% reported drinking alcohol because it “allows dealing with stress in an adequate way”. Results suggest a positive association between bruxism and alcohol consumption and tobacco use.

Jornalismo ambiental, envelhecimento demográfico e universidade aberta à terceira idade: a tese do empoderamento

This paper proposes a reflection of media’s role and its relationship with global phenomena of demographic aging. From a critical point of view of empowerment’s concepts and social capital, it suggests that journalists can give more visibility to the perspective of senior citizens’ inclusion in social life through a better use of ICTs and the insertion of more diverse subjects such as universities opened to Third Age. It suggests also that this theme should be developed in training future professionals, so the media can enhance others representations of excluded groups with more social responsibility.

Rádio e TV Escola: um projeto de capacitação para leitura e produção midiática na comunidade escolar

The extension project "Rádio e TV Escola: capacitação para o uso de canais de comunicação na comunidade escolar" was created in 2006 to enable the introduction of radio and TV stations into two public schools. Supported by Social Communication’s courses of Universidade Sagrado Coração, the project’s goals were: a) collaborate with teachers in developing student’s literacy in writing and interpreting media texts; b) promote a greater awareness among graduate students of the social responsibility of media.

A importância da gestão da comunicação e da informação nas empresas socialmente responsáveis

This paper studies the communication and information management in the perspective of corporate social responsibility. We assume that a company becomes socially responsible when it’s necessary implementing a communication and information policy able to align their business management processes to social responsibility policies, thus creating the necessary, fundamental synergy to their audiences. We raised the hypothesis that corporate social responsibility, in order to be incorporated on a business process management, necessarily involves a transformation in the form of information management and communication - understood as strategic skills which enable the generation of knowledge creation value and the acquisition of awareness of ethical conduct and company's corporate organizational culture as a mirror, reflected to its internal and external audiences. Therefore, this study was supported by a case study in a retail company in Bauru city, regarded as a socially responsible company. Thus, we proceeded to develop a descriptive-exploratory field research, by using the technique of structured interviews which were conducted with the most representative considered leaders of the company - management, store managers, responsible CSR department and advertising agency

Organizations and the united nations millennium development goals: evidence from some of the largest companies in brazil

The objective of this study is to verify whether some of the largest companies in Brazil adopt management practices aligned with the UN Millennium Development Goals (MDGs). Design/methodology/approach – Overview information obtained from the web sites of six Brazilian multinational companies listed in the Forbes Global 2000 ranking was analyzed. Findings – The major findings of this study indicate that the companies studied did not demonstrate clear knowledge of the MDGs, nor did they adopt practices aiming at meeting those goals. The evidences show that the companies adopt corporate social responsibility (CSR) practices, which are indirectly related to four MDGs. It was observed that the CSR practices tend to be developed based on a contingency perspective according to the characteristics and impacts of products offered by those companies. Therefore, there is a window of opportunity for those companies to begin developing programs in order to meet the MDGs aiming at new business opportunities, innovative CSR practices, and new ways to make CSR information evident and more organized.

Contribuições à análise de qualidade do jornalismo na comunicação pública digital

Scientific research has shown remarkable advances in the formulation of criteria for assessing the quality of journalism practiced in the commercial media and public broadcasting, comprising aspects such as management models, business principles, parameters to the assessment of results and exercise of social responsibility. However, there are fewer investigations on the practice of journalism in digital public communication formats explored by government web portals. The contribution of this paper lies in a proposal of elements for the construction of parameters for evaluating the quality of journalism in the digital public communication. The proposal is inspired by criteria for evaluating the quality of commercial media and public broadcasting and suggests means for its application in the journalism practiced in the context of government web portals.

Práticas inclusivas para deficientes visuais, baseadas na informação e conhecimento: reflexões e ações

We live in a society governed by information, knowledge and social inclusion. This leads us to reflect on the importance of access and use of information for people with visual disabilities to build knowledge, exercising citizenship and contribute to lifelong learning. We are faced with a society more open to diversity, questioning their mechanisms of segregation and envisions new ways of social inclusion of people with disabilities. Hence the importance of understanding the inclusive practices, especially for the visually impaired person. Thus, we sought to perform a literature search to understand the theoretical corresponding to the selective approach of the existing literature on the subject. It was considered as a concept of this type of research, which provides that a systematic search for information on existing sources, ie, in all the literature that has become public in relation to the subject studied in order to offer reflections and contributions on issues of access and use of information, emphasizing the role of social responsibility of mobilizing information professionals are considered mediators and actors of vital importance in this scenario.

Princípios da cultura de paz e estratégias de sensibilização em relações públicas no Programa Cidades Sustentáveis

The proposal of this article is discuss about the concept of social responsibility in the context of the activity of Public Relations in order to verify how this concept is related to the notion of Peace Culture. It is a complex concept supported by the United Nations Educational, Scientific and Cultural Organization (UNESCO) which, among other objectives, seeks to interpret and also paid up organizational objectives to local and global demands by articulating social actions that lead to a sustainable development and management of cities. For this, we will defend the use of audiovisual resource for awareness of stakeholders as a strategic tool in Public Relations for the efficacy of topics related to "Sustainable Cities Program”, about which we will briefly discuss. The Program is a nonpartisan initiative that focuses on the sustainable management of cities so it functions as a tool that assists municipal managers in making strategic decisions.