Transmediatarina brändin rakentamisen keinona – Saunalahden Rikkaat & Järjettömät -kampanja

Tutkielman tarkoituksena oli selvittää, miten tarinat toimivat brändäämisen apuvälineenä. Tutkimuksessa tarkasteltiin tarinoita brändimielikuvan luomisen näkökulmasta ja selvitettiin, mitä ominaisuuksia mainonnan kannalta toimivalla transmediatarinalla on. Tutkimuksen osakysymykset olivat: (1) Mihin brändäämisen ja tarinankerronnan yhteys perustuu, (2) Mitä transmediatarinalta vaaditaan, että se olisi käyttökelpoinen brändin rakentamisen väline, (3) Millaisia rajoituksia transmediaalisuus asettaa tarinalle. Transmediatarinalla tarkoitetaan tarinaa, joka kehittyy ja laajenee eri media-alustojen välityksellä. Tällöin mainostaja ei kykene määräämään järjestystä, jolla vastaanottaja kokee tarinan eri osat. Tästä syystä jokaisen mainoksen osan on oltava ymmärrettävissä omana itsenään. Tutkimus oli luonteeltaan laadullinen ja intensiivinen tapaustutkimus, jossa analysoitiin Saunalahden Rikkaat ja Järjettömät -kampanjan kampanjamateriaaleja ja kuluttajien sosiaalisessa mediassa kampanjaa kohtaan antamaa palautetta. Tutkimus toteutettiin 1.8.2012 – 10.7.2013 välisenä aikana, jolloin kampanja oli kiihkeimmillään. Tarinankerronta ja brändäys pohjaavat samoihin asioihin, eli tunteisiin ja arvoihin. Hyvällä brändillä on selkeästi määritellyt arvot ja hyvä tarina viestii näitä arvoja eteenpäin ymmärrettävällä tavalla. Tarinaa voidaan käyttää brändäämisen työkaluna eri tavoin. Käyttötarkoituksia voivat olla esimerkiksi yritystarina ja yrityshistoria tai johtajan elämäntarina. Tarina on kommunikointivälineenä tehokas, sillä se sisältää useita kosketuspintoja kuulijan elämään. Nämä kosketuspinnat voivat luoda automaattista tietoisuutta, ymmärrystä ja empatiaa kuulijassa. Hyvällä tarinalla on seuraavat ominaisuudet: yksi tarkasti määritelty viesti, viesti sisältää yrityksen uniikin kilpailuedun, viesti on tiivistettävissä, taustatarina, relevantti kuulijalle, ymmärrettävyys, sisältää jotain vierasta tai tuntematonta, lisää ymmärrystä tai vaikuttaa toimintaan, sisältää jotain selitettyä, puhuttelee kohderyhmää suoruudella ja rehellisyydellä, on uskottava, sisältää yllätyselementin, sisältää konfliktin, sisältää tietyt hahmot (sankari, vastustaja, tukija, hyväntekijä ja edunasaaja), on itseleviävä. Transmediatarinassa kunkin tarinan osan tulee lisäksi rikastuttaa aiempaa tarinaa, mutta yhdenkään osan ei tule olla välttämätön kuluttajan kokemukselle. Kirjallisuudessa transmediaalisuuden rajoitteena on ajateltu olevan sen, ettei juonta ole mahdollista suunnitella lineaarisesti, vaan vastaanottaja näkee tarinan sattumanvaraisessa järjestyksessä. Tutkimuksessa kuitenkin osoitetaan, että jonkin tyyppistä ajallista järjestystä on tarinalle mahdollista saada. Esimerkiksi Saunalahti oli kykenyt luomaan lineaarisuutta jakamalla kampanjan kolmeen osaan eli ”huijaus-kampanjaan”, ”paljastus-kampanjaan” ja ”pää-kampanjaan”.

Think, Construct and Communicate : ICT as a Virtual Learning Environment.'Piensa, construye y comunica : las TIC como Espacio Virtual de Aprendizaje'

Se presenta una manera nueva de trabajar basada en la idea constructivista de la construcci??n del conocimiento; es un modelo de b??squeda en Internet que introduce elementos propios del aprendizaje cooperativo, se llama WebQuest. Todos estos contenidos se colocar??n en un entorno digital que permitir?? utilizar chats, pizarra electr??nica, foros de discusi??n y correo electr??nico interno que facilite a los participantes no s??lo el seguimiento del curso con facilidad, sino que les dar?? la oportunidad de trabajar codo con codo con colegas europeos que tienen sus mismos intereses, favoreciendo la comunicaci??n y la colaboraci??n mediante esta experiencia interactiva. A trav??s de este proyecto se potenciar?? la creaci??n de una red de trabajo efectiva que proporcione experiencias y facilidades de uso a los formadores y al profesorado en el uso de todos estos medios inform??ticos, haciendo un especial hincapi?? en el potencial de las tecnolog??as on line para el desarrollo y el trabajo CD-Rom se recogen los proyectos seleccionados y en seis idiomas realizados por los profesores y futuros profesores durante la fase de comprobaci??n y la gu??a de buenas pr??cticas.

Modernizaci??n de la educaci??n superior en Europa : acceso, permanencia y empleabilidad : resumen ejecutivo Eurydice

Precede al t??tulo: Comisi??n Europea

Toeplitz operators with distributional symbols on Bergman spaces

We study the boundedness and compactness of Toeplitz operators Ta on Bergman spaces , 1 < p < ∞. The novelty is that we allow distributional symbols. It turns out that the belonging of the symbol to a weighted Sobolev space of negative order is sufficient for the boundedness of Ta. We show the natural relation of the hyperbolic geometry of the disc and the order of the distribution. A corresponding sufficient condition for the compactness is also derived.

Toeplitz operators on Bergman spaces with locally integrable symbols

We study the boundedness of Toeplitz operators $T_a$ with locally integrable symbols on Bergman spaces $A^p(\mathbb{D})$, $1 < p < \infty$. Our main result gives a sufficient condition for the boundedness of $T_a$ in terms of some ``averages'' (related to hyperbolic rectangles) of its symbol. If the averages satisfy an ${o}$-type condition on the boundary of $\mathbb{D}$, we show that the corresponding Toeplitz operator is compact on $A^p$. Both conditions coincide with the known necessary conditions in the case of nonnegative symbols and $p=2$. We also show that Toeplitz operators with symbols of vanishing mean oscillation are Fredholm on $A^p$ provided that the averages are bounded away from zero, and derive an index formula for these operators.

Enabling sharing and reuse of scientific data

The purpose of this study was to develop an understanding of the current state of scientific data sharing that stakeholders could use to develop and implement effective data sharing strategies and policies. The study developed a conceptual model to describe the process of data sharing, and the drivers, barriers, and enablers that determine stakeholder engagement. The conceptual model was used as a framework to structure discussions and interviews with key members of all stakeholder groups. Analysis of data obtained from interviewees identified a number of themes that highlight key requirements for the development of a mature data sharing culture.

Association of vitamin D status with arterial blood pressure and hypertension risk: a mendelian randomisation study

BACKGROUND: Low plasma 25-hydroxyvitamin D (25[OH]D) concentration is associated with high arterial blood pressure and hypertension risk, but whether this association is causal is unknown. We used a mendelian randomisation approach to test whether 25(OH)D concentration is causally associated with blood pressure and hypertension risk. METHODS: In this mendelian randomisation study, we generated an allele score (25[OH]D synthesis score) based on variants of genes that affect 25(OH)D synthesis or substrate availability (CYP2R1 and DHCR7), which we used as a proxy for 25(OH)D concentration. We meta-analysed data for up to 108 173 individuals from 35 studies in the D-CarDia collaboration to investigate associations between the allele score and blood pressure measurements. We complemented these analyses with previously published summary statistics from the International Consortium on Blood Pressure (ICBP), the Cohorts for Heart and Aging Research in Genomic Epidemiology (CHARGE) consortium, and the Global Blood Pressure Genetics (Global BPGen) consortium. FINDINGS: In phenotypic analyses (up to n=49 363), increased 25(OH)D concentration was associated with decreased systolic blood pressure (β per 10% increase, -0·12 mm Hg, 95% CI -0·20 to -0·04; p=0·003) and reduced odds of hypertension (odds ratio [OR] 0·98, 95% CI 0·97-0·99; p=0·0003), but not with decreased diastolic blood pressure (β per 10% increase, -0·02 mm Hg, -0·08 to 0·03; p=0·37). In meta-analyses in which we combined data from D-CarDia and the ICBP (n=146 581, after exclusion of overlapping studies), each 25(OH)D-increasing allele of the synthesis score was associated with a change of -0·10 mm Hg in systolic blood pressure (-0·21 to -0·0001; p=0·0498) and a change of -0·08 mm Hg in diastolic blood pressure (-0·15 to -0·02; p=0·01). When D-CarDia and consortia data for hypertension were meta-analysed together (n=142 255), the synthesis score was associated with a reduced odds of hypertension (OR per allele, 0·98, 0·96-0·99; p=0·001). In instrumental variable analysis, each 10% increase in genetically instrumented 25(OH)D concentration was associated with a change of -0·29 mm Hg in diastolic blood pressure (-0·52 to -0·07; p=0·01), a change of -0·37 mm Hg in systolic blood pressure (-0·73 to 0·003; p=0·052), and an 8·1% decreased odds of hypertension (OR 0·92, 0·87-0·97; p=0·002). INTERPRETATION: Increased plasma concentrations of 25(OH)D might reduce the risk of hypertension. This finding warrants further investigation in an independent, similarly powered study.

Toeplitz operators on Dirichlet-Besov spaces

We study Toeplitz operators on the Besov spaces in the case of the open unit disk. We prove that a symbol satisfying a weak Lipschitz type condition induces a bounded Toeplitz operator. Such symbols do not need to be bounded functions or have continuous extensions to the boundary of the open unit disk. We discuss the problem of the existence of nontrivial compact Toeplitz operators, and also consider Fredholm properties and prove an index formula.

Moenkhausia celibela: a new species from the Amazon basin, Brazil (Characiformes: Characidae)

A new species of Characidae, Moenkhausia celibela, is described from the Rio Amazonas at Santarem, Rio Marau, several localities in the Rio Tapajos, Rio Curua-Una, Rio Xingu and Rio Jari, all from the Amazon basin, Brazil. The new species is distinguished from its congeners, except species included in Gery`s 1992 Moenkhausia lepidura group, by presenting a dark blotch on the upper caudal-fin lobe, and the lower lobe is hyaline or light grey. Moenkhausia celibela is distinguished from the species of the M. lepidura group by the absence of a humeral spot and the presence of a roughly triangular and dark spot at the caudal-fin base, extending posteriorly along the middle caudal-fin rays, and distinctly separate from the spot on the upper caudal-fin lobe.

Utilização de rejeitos de Caulins na Síntese de Zeólita A

Three studies were performed using tailings kaolin for the synthesis of zeolite A. The first synthesis of zeolite A was performed using a kaolin waste generated from the beneficiation of kaolin for paper production process was studied. The kaolin waste was thermally activated at a temperature range of 550-800°C. For comparison was performed a synthesis pattern of Zeolite A(procedure IZA). The prepared materials were characterized by 27Al MAS NMR, X-ray diffraction and scanning electron microscopy with microprobe rays. The pre-tramento proved to be the most appropriate and suitable temperatures are between 600 and 700°C. Observed the formation of zeolite A in all materials, reaching 52% crystallinity, and the presence of phase sodalite and amorphous material. The second study was the use of a highly reactive metakaolin originating from the Jari region in the synthesis of zeolite A by a new method of hydrothermal synthesis. The zeolite is obtained pure and highly crystalline employing the Jari kaolin calcined at 600 ° C for 2h when the transformation to metakaolin occurs. Get to zeolite phase A at 4pm. The best crystallization time was of 24 h afforded a crystallinity of 67.9%. The third study was the evaluation of the NaOH / metakaolin and crystallization time on the synthesis of zeolite NaA from a sample of kaolin waste, named Kaolin Coverage. The experiments were performed using statistical design (axial points) and rejoinder the center point. The samples were characterized by X-ray diffraction (XRD), scanning microscopic analysis and chemical analysis using an EPMA microprobe. The results showed that a relationship exists between the amount of NaOH added and the crystallization time. The experiment performed using the lowest ratio NaOH / metakaolin (0.5) and shorter (4 h) produced an amorphous material. The increase ratio of NaOH / metakaolin and crystallization time leads to formation of a more crystalline NaA phase, but the presence of phase with sodalite as impurities

Moenkhausia celibela: a new species from the Amazon basin, Brazil (Characiformes: Characidae)

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Cytogenetic studies in fishes of the genera Hassar, Platydoras and Opsodoras (Doradidae, Siluriformes) from Jarí and Xingú Rivers, Brazil

We studied the karyotypes of Hassar cf. orestis and an undescribed Hassar species from the Jarí River and Opsodoras ternetzi, H. orestis and Platydoras cf. costatus from the Xingú River, all with 2n = 58. Constitutive heterochromatin is located in the centromere in most metacentric pairs; in some chromosomes this banding is not present, or it is located on the whole chromosome arm or in the distal regions. The NOR is located on a single biarmed pair at a distal region of the short arm in H. cf. orestis, H. orestis and P. cf. costatus at a distal region of the long arm in O. ternetzi and at a proximal region of the long arm in the Hassar species. In all species (except for Hassar sp.) the CMA3 analysis revealed a rich G-C region coincident with the NOR. Probably inversions occurred in the NOR chromosome during the chromosomal differentiation of the Doradidae species here described.

Estudo epidemiológico da Leishmaniose Tegumentar Americana (LTA) no Estado do Amapá estratificado em regiões de risco no período de 2002 a 2006

A Leishmaniose Tegumentar Americana no estado do Amapá ainda está restrita às áreas rurais. Para estratificar o Amapá em áreas de risco para LTA, e conhecer seu perfil epidemiológico, foram coletados casos registrados no Sistema de Informação Nacional de Agravos de Notificação e classificados os municípios quanto ao risco, de acordo com as médias dos coeficientes de prevalência de 2002 a 2006 de cada município. Foram registrados 2.664 casos autóctones de LTA: 2002 (353 casos); 2003 (481); 2004 (968), 2005 (422) e 2006 (440). Desses, 653 (24,5%) com origem da infecção no município de Porto Grande. A média do coeficiente de prevalência do estado nos 5 anos estudados foi de 95,51/100.000hab. Os municípios foram agrupados em áreas quanto ao grau de risco: de baixo risco para LTA (Macapá, Cutias, Santana e Amapá); médio risco (Itaubal, Pracuúba, V. do Jari e Ferreira Gomes); alto risco (L. do Jari, Mazagão, Tartarugalzinho e Oiapoque) e muito alto risco (Calçoene, P. Grande, P. B. do Amapari e S. do Navio). O Amapá apresentou 72% dos casos no 1ºsemestre, com 16,6% dos casos no mês de abril; 38,8% em pacientes com idade entre 20 a 34 anos; 79,7% de ocorrência no sexo masculino, variando na área de médio risco 83% e baixo risco 72%; 29% em pacientes com escolaridade de 4 a 7 anos de estudo. Com 96,2% com confirmação laboratorial na área de muito alto risco; 98,9% casos de leishmaniose cutânea e apenas 42,9% com cura confirmada, na área de alto risco ocorreram 65,3% de cura. A LTA apresenta 100% de autoctonia no estado do Amapá, com um importante surto em 2004 e o município de P. Grande é o que mais contribui para a manutenção desta endemia.