De consumidora a empreendedora institucional: um estudo de caso sobre o uso de estratégias discursivas na indústria de moda

A indústria criativa de moda está sendo impactada pela ação de consumidores que utilizam novos meios de comunicação como forma de interação, tais como blogs, Instagram e Twitter. Os consumidores que, nesse contexto, assumiram o papel de empreendedores, não estavam insatisfeitos com o mercado, apenas queriam compartilhar suas ideias e aquisições com outros usuários da rede. Com o decorrer do tempo, no entanto, essa ação, inicialmente despretensiosa, alcançou popularidade e captou a atenção de leitores e de empresas do setor, ganhando escala (DIAMANDIS & KOTLER, 2015) e visibilidade. Sendo assim, a pesquisa terá como objetivo identificar e analisar as estratégias discursivas que conduziram consumidores, que apenas desejavam se comunicar e trocar suas ideias em torno de um tema que lhes interessava, à categoria de empreendedores institucionais (ANSARI & PHILLIPS, 2011; DOLBEC & FISCHER, 2015). A pergunta de pesquisa respondida foi: Quais são as estratégias discursivas utilizadas por consumidores que se tornaram empreendedores institucionais? Para tal foi realizado um estudo exploratório, na forma de estudo de caso, com a blogger Camila Coutinho, do blog Garotas Estúpidas. Foram analisadas as estratégias discursivas da empreendedora, compiladas principalmente por meio de postagens do blog, materiais divulgados na mídia e entrevistas. Os dados foram analisados pelo método de análise de discurso (VAN DIJK, 1997; PHILLIPS & HARDY, 2002). Esta pesquisa contribui para a teoria de empreendedorismo institucional ao identificar e analisar as estratégias discursivas usadas por um empreendedor institucional. Além disso, contribui para a prática gerencial ao identificar as mudanças geradas por empreendedores no campo de mídia virtual.

Património cultural regional: crenças e tradições

A tradição desempenha um papel importante na identidade de um povo, é através da cultura que nos diferenciamos. É a cultura tradicional que está intrínseca na nossa personalidade e que nos torna um povo com características únicas, é a cultura que nos individualiza enquanto comunidade. O analfabetismo do povo levou a que o património imaterial e a identidade cultural passagem de geração em geração pela transmissão oral, pelo aprender fazendo, pela imitação, assim grande parte da nossa tradição perdeu-se, e a que prevaleceu até hoje sofreu alterações frequentes da transmissão oral. Ainda assim encontramos alguns documentos escritos que corroboram as versões orais actuais. O isolamento, a falta de médicos devidamente credenciados, a crença em Deus e no seu poder, levaram a que fosse encontrado um outro tipo de tratamentos – as curas e as mezinhas caseiras – que, e uma vez que o resultado parece agradar aos doentes, prevalecem até aos dias de hoje. O poder curativo das plantas é indiscutível e está cientificamente comprovado. O poder curativo das rezas, não está comprovado, mas apresenta resultados positivos àqueles que a ele recorrem. O presente trabalho tenta recuperar parte dessas crenças, superstições e curas que estavam dispersas por vários tipos de publicações, tentando analisar o porquê da sua existência.

Vannevar Bush e as matrizes discursivas de As we may think: por uma possível história da Ciência da Informação

MEDEIROS, A. L.; VANTI, Nadia. Vannevar Bush e as matrizes discursivas de As we may think: por uma possível história da Ciência da Informação. Informação & sociedade:Estudos. João Pessoa, v. 21, p. 31-39, 2011

Em nome da república: escolas e tradições modernas

Our research aims to analyze some institutions of primary education in so-called First Republic in Natal/RN, when they were considered high standard institutions on training, dissemination and creation of national identity and republican traditions. Thus, we investigated to try to understand the creation of the new man and the invention of new traditions to confirm the status of republican modernity in two schools in Natal, the Colegio Americano, a private one, and a standard model of school, Augusto Severo, which is a public one. As a basis we have the history of institutions to analyze, paying close attention to consider the use of imitation in cultural patrimony as well as the use of strategies to distinguish. The concept of ownership follows, for present purposes, their focus of study on observation of diverse and contrasting use of these cultural objects, texts, readings and ideas from research institutions. For analysis of the link which occurs within the school environment, in every period of its history, we used the concept of school culture as a set of rules and practices which define knowledge to teach and conduct the introject. A culture that incorporates the school to keep a set with other religious cultures, political and popular of its time and space. In this sense, the educational institutions which we studied while showing what kind of in this work by preparing cultures, codes, different practices, and specific individuals they have, they were in important locations to provide modern cultural appropriation as a strategy for educational innovation and a factor of rationality and efficiency which could be observed and controlled, so gradually the modern school education was organized to produce its own society. As a challenge of affirmation and incorporating diverse social experiences to produce the modern, civilized man of the Republican time, the school, as part of the social life, which is singular in its practices, not only the set of reforms, decrees, laws and projects, but also as expressions of concept about life and society in terms of material, symbolic and cultural symbols in the social context in modernization. We focused on these two schools, because inside the wide cultural and material status of the city, they were the first republic schools which had the goal of having men and woman together culturally , with a view to adapting them to the modern movement to make them civilized / educated / rational . On this view, we would emphasize that this statement needs a reinvention as a new way through what is made at the schools which production of new spaces, practices, rites and what represents school, making and expressing a new identity, modern, different of the old symbols of the Empire. For this, nothing better than the organization of schooling, emphasizing on educating the individual and his/her responsibilities with the order and progress. We need to understand the past as a result of conflicts, including strengths and limitations within the historical and social context, and the invention of tradition as a process of formalization and ritualization of acts which want to perpetuate, as a reference to a group identity. These are practices and social educative representations which support the understanding of pedagogical and educational ideas at this historical moment, making a new way of being and doing in the Republican universe

Representações sociais e práticas discursivas de profissionais do programa saúde da família sobre o pré-natal

The present study had the objective to identify to the Social Representations of the professionals of medicine and nursing superior level of the Program Health of the Family concerning the assistance for the gestation. The research was qualitative under the optics of the Theory of the Social Representations of Serge Moscovici, of the Central Nucleus of Jean-Claude Abric and of the Analysis of Content of Laurence Bardin. We worked with the following instruments for the collection of data: Questionnaires, with social-demographic data; Free association of Words, with the inductive terms Pregnancy, Assistance for Gestation and Care; Production of mental image and half-structuralized Interview, with the following question: What does the assistance for the gestation represent for you? . We interviewed all the professionals of nursing and medicine of the Program Health of the Family in the city of Santa Cruz /RN (ten for each profession) in the period of February and March of 2007. From the analysis of the social-demographics data, we respectively identified the following percentages for nursing and medicine: the feminine sex for nursing predominated (90%); the age between 24 and 33 (70 and 60%); the religion catholic (80 and 50%) and 50% of the two groups has up to two years of formation and work in the score of the research. The analysis of the others instruments resulted in two categories: Institutionalized vision and Vision of the Common-sense. In the free association of words, the category institutionalized vision is configured as Central Nucleus and of the common sense one as nucleus Peripheral, demonstrating that the Social Representations of the assistance for the gestation attendance are in the universes consensual. In the mental images, we identified to this same construction. In the content of the interviews, the institutionalized vision is permeated by the responsibility of making and the availability of having - assistance for the gestation is recommended by the Health department and necessary genders - while the vision of the common-sense can be represented by the category sort, whose role of professionals of the assistance for the gestation is to strengthen the responsibility for the woman of a maternity socially constructed. In short, the analyzed speeches reflect that, to the knowledge acquired in the academy, are incorporated in the knowledge of the daily professional, and conducted by popular myths. Medicine and nursing recognize the importance of the attendance in such a way for the chance to educate the women for the maternity as for the possibility to prevent complications, but in its speeches they had excluded from this process the masculine figure. We conclude that the meaning of the inductive term take care, part of the common-sense and is incorporated the institutionalized speech to humanize the assistance. However, the pregnancy ceases from being seen in its natural biological direction and starts to be analyzed as a moment of fragility and predisposition the illnesses. Finally, the social nursing and the central nucleus representations for the assistance in gestation for medicine is anchored in the speeches institutionalized and of the common-sense, reflecting the concern in establishing a humanized assistance with quality

Processos de constituição de subjetividades em práticas discursivas institucionalizadas: entre a disciplina, a performatividade e a biopolítica

Esta es una pesquisa de naturaleza cualitativa de abordaje socio-histórico, con procedimientos etnográficos. Tiene como temática prácticas a constitución de subjetividades en relaciones interdiscursivas entre los discursos propalados por la Medicina Legal con prácticas discursivas de futuros(as) profesionales de la educación. En consecuencia de ese objeto de investigación, establecemos como cuestión central: ¿en qué medida prácticas discursivas producidas por la Medicina Legal producen sentidos en enunciados de alumnos y alumnas del curso de Pedagogía de UFRN, de modo a constituir subjetividades pautadas por el trastorno, por la anormalidad y por la enfermedad? En ese sentido, el objetivo de este trabajo es analizar prácticas discursivas institucionalizadas que constituyen subjetividades del género y sexualidad pautadas por efectos de sentidos que traducen las sexualidades disidentes como trastorno, perversión y anormalidad. Como herramientas teórico-analíticas actualizamos, principalmente, algunas reflexiones de Michel Foucault concernientes a la temática del biopoder y de la disciplina, algunas teorizaciones advenidas de los estudios Queer y nociones del Análisis del Discurso de línea francesa, como el discurso, memoria discursiva e interdiscurso. Los resultados de esta pesquisa demuestran que las subjetividades son constituidas en un proceso que alía el lenguaje de prácticas médicas, científicas, al habla de nuestros(as) colaboradores(as), en una relación interdiscursiva. Así, las subjetividades se constituyen pautadas por la anormalidad, por el trastorno, por la medicalización de las conductas y de los deseos. Todavía, percibimos el cruce de conductas biopolíticas y disciplinarizadoras en ese proceso de constitución de subjetividades, por medio de sanciones y posibles perjuicios que esos individuos anormales causan a la sociedad, justificadas tanto por los discursos de la Medicina Legal, como de los(as) colaboradores(as) de la pesquisa.

Práticas discursivas e relações afetivas na contemporaneidade: o caso dos verbos ficar e namorar no contexto do vestibular da UFRN

This work is inserted to Applied Linguistic studies, concerned to the understanding that language is a social practice, bringing a qualitative research, discussing essential aspects that involve the subject and his/her discursive practice: signification and valuation. Due to this, we have elected as subject study, the sense and values attributed to the verbs make out and date searched on the articles written in the Vestibular 2005 process promoted by the Universidade Federal do Rio Grande do Norte (UFRN), that had the following instruction: In a relationship, is it better make out , just date , or, both, make out and date ? This research is based on the Circle of Bakhtin s dialogic theory, as well as in the notions of instability in the affective relationships nowadays and in the individualization and multiplicity of contemporaneous subjectivity. Those papers are important to analyze the meaning and values that the verbs make out and date present, nowadays, as expressions of an affective relationship and how this situation can interfere in the positions of subjectivity in a formal instance as a vestibular. Those textual productions reflect those relationships, confronting temporary ones, whose discuss is marked, in general, by social voices that evaluate to make out negatively and to date positively