Mineralogy and isotope chemistry of GISP2 and potential source areas

Samples of dust from the Greenland Ice Sheet Project 2 (GISP2) ice core, Summit, Greenland, dated within marine isotope stage 2 (between 23,340 and 26,180 calendar years B.P.) around the time of the coldest, local, last glacial temperatures, have been analyzed to determine their provenance. To accomplish this, we have compared them with approximately Coeval aeolian sediments (mostly loesses) sampled in possible source areas (PSAs) from around the northern hemisphere. The <5-µm grain-size fraction of these samples was analyzed on the basis that it corresponds to the atmospheric dust component of that time and locale, which was sufficiently fine grained to be transported over long distances. On the basis of comparison of the clay mineralogy and Sr, Nd and Pb isotope composition with ice dust and PSAs and assuming that we have sampled the most important PSAs, we have determined that the probable source area of these GISP2 dusts was in eastern Asia. The dust was not derived from either the midcontinental United States or the Sahara, two more proximal areas that have been suggested as potential sources based on atmospheric circulation modeling. Except for a brief period during an interstadial, when dust transport was exceptionally low (for glacial times) and had a mineralogical composition indicative of a slightly more southern provenance, the source area of the dust did not change significantly during times of variably higher fluxes of dust with larger mean grain size or lower fluxes of dust with smaller mean grain size. This includes the high-dust period that correlates with the Heinrich 2 period of major iceberg discharge into the North Atlantic. Variable wind strengths must therefore be invoked to account for these abrupt and significant changes in dust flux and grain size.

Kiel fjord pCO2 datasets between 2012 (July) and 2015 (January) measured using a HydroC® pCO2 sensor

The HydroC® CO2 sensor was deployed from a pontoon at the waterfront of the GEOMAR west shore building into Kiel Fjord, Western Baltic Sea (Kiel, Germany; 54°19'48.78"N, 010° 8'59.44"E). Since the pontoon is floating the deployment depth of the sensor was constant at 1m. Data of three deployment intervals are published here: 1) July 2012 - December 2012 2) April 2013 - June 2013 3) November 2013 - January 2015 Data are processed and corrected, for documentation and graphical overview see further details.

Assessment of CTF boiling transition and critical heat flux modeling capabilities using the OECD/NRC BFBT and PSBT benchmark databases

The need to refine models for best-estimate calculations, based on good-quality experimental data, has been expressed in many recent meetings in the field of nuclear applications. The modeling needs arising in this respect should not be limited to the currently available macroscopic methods but should be extended to next-generation analysis techniques that focus on more microscopic processes. One of the most valuable databases identified for the thermalhydraulics modeling was developed by the Nuclear Power Engineering Corporation (NUPEC), Japan. From 1987 to 1995, NUPEC performed steady-state and transient critical power and departure from nucleate boiling (DNB) test series based on the equivalent full-size mock-ups. Considering the reliability not only of the measured data, but also other relevant parameters such as the system pressure, inlet sub-cooling and rod surface temperature, these test series supplied the first substantial database for the development of truly mechanistic and consistent models for boiling transition and critical heat flux. Over the last few years the Pennsylvania State University (PSU) under the sponsorship of the U.S. Nuclear Regulatory Commission (NRC) has prepared, organized, conducted and summarized the OECD/NRC Full-size Fine-mesh Bundle Tests (BFBT) Benchmark. The international benchmark activities have been conducted in cooperation with the Nuclear Energy Agency/Organization for Economic Co-operation and Development (NEA/OECD) and Japan Nuclear Energy Safety (JNES) organization, Japan. Consequently, the JNES has made available the Boiling Water Reactor (BWR) NUPEC database for the purposes of the benchmark. Based on the success of the OECD/NRC BFBT benchmark the JNES has decided to release also the data based on the NUPEC Pressurized Water Reactor (PWR) subchannel and bundle tests for another follow-up international benchmark entitled OECD/NRC PWR Subchannel and Bundle Tests (PSBT) benchmark. This paper presents an application of the joint Penn State University/Technical University of Madrid (UPM) version of the well-known subchannel code COBRA-TF, namely CTF, to the critical power and departure from nucleate boiling (DNB) exercises of the OECD/NRC BFBT and PSBT benchmarks

Evidence of charge carrier number fluctuations in InN thin films?

Due to its small band-gap and its high mobility, InN is a promising material for a large number of key applications like band-gap engineering for high efficiency solar cells, light emitting diodes, and high speed devices. Unfortunately, it has been reported that this material exhibits strong surface charge accumulation which may depend on the type of surface. Current investigations are conducted in order to explain the mechanisms which govern such a behavior and to look for ways of avoiding it and/or finding applications that may use such an effect. In this framework, low frequency noise measurements have been performed at different temperatures on patterned MBE grown InN layers. The evolution of the 1/f noise level with temperature in the 77 K-300 K range is consistent with carrier number fluctuations thus indicating surface mechanisms: the surface charge accumulation is confirmed by the noise measurements.

Metodología para medir beneficios de la ciudad Puerto de Valparaíso Chile, con relación a la actividad marítima portuaria

La presente tesis propone una metodología para medir variables de impacto socio económico en la ciudad Puerto de Valparaíso, como una alternativa que permite evaluar la asignación del uso y explotación del borde costero. La ciudad de Valparaíso se formó al alero de la actividad marítima portuaria, en sus comienzos esta actividad fue el motor de desarrollo económico de la ciudad, sus habitantes mantenían una alta dependencia de ésta actividad, formando una identidad y cultura portuaria. Con la decadencia de la actividad portuaria, producto principalmente a la construcción del canal de Panamá y a la modernización de los buques de transporte aumentando su distancia franqueable1, la ciudad fue dejando su dependencia de esta actividad. Hoy en día casi la totalidad del borde costero de la ciudad está asignado a las actividades portuarias con escasa participación laboral de los habitantes de la ciudad y una alta demanda urbana por el uso del borde costero. Por otra parte, la ciudad ha presentado en la última década altos niveles de cesantía, cuestionándose la verdadera utilidad de mantener un puerto en la ciudad. La investigación de la tesis permitió dimensionar la cantidad de firmas y actividades económicas que se desarrollaban en torno a la actividad marítima portuaria en la ciudad, cuantificando los empleos que éstas otorgaban a la ciudad, los niveles de remuneraciones, los tributos a la municipalidad de la ciudad, el aporte al comercio local, entre otros. Descubriéndose hallazgos que permiten reflexionar sobre la importancia del la actividad en el desarrollo económico actual y futuro de la ciudad. También los antecedentes obtenidos permiten contribuir a la evaluación de proyectos alternativos para el uso y explotación del borde costero. La metodología utilizada también puede ser adaptada para medir los beneficios de otras ciudades puertos en el mundo. Los resultados obtenidos fueron expuestos a las autoridades gubernamentales locales, presentados en seminarios y congresos nacionales e internacionales, como en la prensa local; los más destacados son: la actividad otorga 12.727 empleos directos e indirectos que corresponden al 12% de la fuerza laboral ocupada; la actividad representa el 19% del Producto Interno Bruto de la ciudad; la actividad aporta un 21% al presupuesto municipal por concepto de recaudación de tributos y representan un 11% del presupuesto total asignado al municipio por el Estado de Chile. El sector industrial marítimo-portuario de la ciudad sigue siendo la actividad industrial más relevante en la ciudad y demanda el desarrollo de una planificación estratégica que permita vincular la actividad turística de la ciudad vecina de Viña del Mar con la actividad portuaria de Valparaíso. Para lograr tal objetivo es necesario realizar cambios en los atributos de las operaciones portuarias que permitan ofrecer productos asociados al turismo. This thesis proposes a methodology to measure the socio economic variables in the port city of Valparaiso, as an alternative to evaluate the allocation of the usage and exploitation of the coastline. The city of Valparaiso was formed to advance the port maritime activity and in the beginning this activity was the engine of economic development of the city. Its inhabitants remained highly dependent on it and formed a port identity and culture. With the decline of port activity, mainly due to the construction of the Panama Canal and the modernization of the transport vessels increasing distances, the city lost its dependence on this activity. Today almost all of the coastline of the city is assigned to port activities with very little labor participation of the inhabitants of the city and a high demand for the use of urban waterfront. Moreover, the city has shown high levels of unemployment in the past decade, questioning the true value of maintaining a port in the city. The research of this thesis provides insights into the number of firms and economic activities that were developed around the port maritime activity in the city, quantifying the jobs they gave to the city, the levels of pay, taxes to the municipality of city and the contribution to local commerce, among others. The findings discovered allow reflexions on the importance of the activity in the current and future economic development of the city. The data obtained also allows a contribution of the evaluation of alternative projects for the use and exploitation of the coastline. The methodology can also be adapted to measure the benefits of other port cities in the world. The results were presented to local government authorities, at seminars and national and international conferences, and in the local press. The most important finding are: the activity maritime port activity provides 12,727 direct and indirect jobs that are 12% of the employed labor force; activity represents which is 19% of the GDP of the city, the activity contributes 21% to the municipal budget by way of the collection of taxes and represents 11% of the total budget allocated to the municipality by the Republic of Chile. The industrial maritime port sector of the city remains the most important industrial activity in the city and demands the development of strategic planning to link the tourism in the neighboring city of Viña del Mar and to the Valparaiso port activity. To achieve this goal it is necessary to make changes to the attributes of port operations that allow the offering of products associated with tourism.

Research challenges for cross-cloud application

Federated clouds can expose the Internet as a homogeneous compute fabric. There is an opportunity for developing cross-cloud applications that can be deployed pervasively over the Internet, dynamically adapting their internal topology to their needs. In this paper we explore the main challenges for fully realizing the potential of cross-cloud applications. First, we focus on the networking dimension of these applications. We evaluate what support is needed from the infrastructure, and what are the further implications of opening the networking side. On a second part, we examine the impact of a distributed deployment for applications, assessing the implications from a management perspective, and how it affects the delivery of quality of service and non-functional requirements.

Context modelling for natural Human Computer Interaction applications in e-health

The conception of IoT (Internet of Things) is accepted as the future tendency of Internet among academia and industry. It will enable people and things to be connected at anytime and anyplace, with anything and anyone. IoT has been proposed to be applied into many areas such as Healthcare, Transportation，Logistics, and Smart environment etc. However, this thesis emphasizes on the home healthcare area as it is the potential healthcare model to solve many problems such as the limited medical resources, the increasing demands for healthcare from elderly and chronic patients which the traditional model is not capable of. A remarkable change in IoT in semantic oriented vision is that vast sensors or devices are involved which could generate enormous data. Methods to manage the data including acquiring, interpreting, processing and storing data need to be implemented. Apart from this, other abilities that IoT is not capable of are concluded, namely, interoperation, context awareness and security & privacy. Context awareness is an emerging technology to manage and take advantage of context to enable any type of system to provide personalized services. The aim of this thesis is to explore ways to facilitate context awareness in IoT. In order to realize this objective, a preliminary research is carried out in this thesis. The most basic premise to realize context awareness is to collect, model, understand, reason and make use of context. A complete literature review for the existing context modelling and context reasoning techniques is conducted. The conclusion is that the ontology-based context modelling and ontology-based context reasoning are the most promising and efficient techniques to manage context. In order to fuse ontology into IoT, a specific ontology-based context awareness framework is proposed for IoT applications. In general, the framework is composed of eight components which are hardware, UI (User Interface), Context modelling, Context fusion, Context reasoning, Context repository, Security unit and Context dissemination. Moreover, on the basis of TOVE (Toronto Virtual Enterprise), a formal ontology developing methodology is proposed and illustrated which consists of four stages: Specification & Conceptualization, Competency Formulation, Implementation and Validation & Documentation. In addition, a home healthcare scenario is elaborated by listing its well-defined functionalities. Aiming at representing this specific scenario, the proposed ontology developing methodology is applied and the ontology-based model is developed in a free and open-source ontology editor called Protégé. Finally, the accuracy and completeness of the proposed ontology are validated to show that this proposed ontology is able to accurately represent the scenario of interest.

Del plan a la realidad: gobernanza y toma de decisiones en los procesos de regeneración urbana. El caso de Boston = From plan to reality: governance and decision-making in urban regeneration processes in Boston

En las últimas tres décadas, las dinámicas de restructuración económica a nivel global han redefinido radicalmente el papel de las ciudades. La transición del keynesianismo al neoliberalismo ha provocado un cambio en las políticas urbanas de los gobiernos municipales, que han abandonado progresivamente las tareas de regulación y redistribución para centrarse en la promoción del crecimiento económico y la competitividad. En este contexto, muchas voces críticas han señalado que la regeneración urbana se ha convertido en un vehículo de extracción de valor de la ciudad y está provocando la expulsión de los ciudadanos más vulnerables. Sin embargo, la regeneración de áreas consolidadas supone también una oportunidad de mejora de las condiciones de vida de la población residente, y es una política necesaria para controlar la expansión de la ciudad y reducir las necesidades de desplazamiento, promoviendo así ciudades más sostenibles. Partiendo de la hipótesis de que la gobernanza de los procesos de regeneración urbana es clave en el resultado final de las operaciones y determina el modelo de ciudad resultante, el objetivo de esta investigación es verificar si la regeneración urbana es necesariamente un mecanismo de extracción de valor o si puede mejorar la calidad de vida en las ciudades a través de la participación de los ciudadanos. Para ello, propone un marco de análisis del proceso de toma de decisiones en los planes de regeneración urbana y su impacto en los resultados de los planes, tomando como caso de estudio la ciudad de Boston, que desde los años 1990 trata de convertirse en una “ciudad de los barrios”, fomentando la participación ciudadana al tiempo que se posiciona en la escena económica global. El análisis se centra en dos operaciones de regeneración iniciadas a finales de los años 1990. Por un lado, el caso de Jackson Square nos permite comprender el papel de la sociedad civil y el tercer sector en la regeneración de los barrios más desfavorecidos, en un claro ejemplo de urbanismo “desde abajo” (bottom-up planning). Por otro, la reconversión del frente marítimo de South Boston para la construcción del Distrito de Innovación nos acerca a las grandes operaciones de regeneración urbana con fines de estímulo económico, tradicionalmente vinculadas a los centros financieros (downtown) y dirigidas por las élites gubernamentales y económicas (la growth machine) a través de procesos más tecnocráticos (top-down planning). La metodología utilizada consiste en el análisis cualitativo de los procesos de toma de decisiones y la relación entre los agentes implicados, así como de la evaluación de la implementación de dichas decisiones y su influencia en el modelo urbano resultante. El análisis de los casos permite afirmar que la gobernanza de los procesos de regeneración urbana influye decisivamente en el resultado final de las intervenciones; sin embargo, la participación de la comunidad local en la toma de decisiones no es suficiente para que el resultado de la regeneración urbana contrarreste los efectos de la neoliberalización, especialmente si se limita a la fase de planeamiento y no se extiende a la fase de ejecución, y si no está apoyada por una movilización política de mayor alcance que asegure una acción pública redistributiva. Asimismo, puede afirmarse que los procesos de regeneración urbana suponen una redefinición del modelo de ciudad, dado que la elección de los espacios de intervención tiene consecuencias sobre el equilibrio territorial de la ciudad. Los resultados de esta investigación tienen implicaciones para la disciplina del planeamiento urbano. Por una parte, se confirma la vigencia del paradigma del “urbanismo negociado”, si bien bajo discursos de liderazgo público y sin apelación al protagonismo del sector privado. Por otra parte, la planificación colaborativa en un contexto de “responsabilización” de las organizaciones comunitarias puede desactivar la potencia política de la participación ciudadana y servir como “amortiguador” hacia el gobierno local. Asimismo, la sustitución del planeamiento general como instrumento de definición de la ciudad futura por una planificación oportunista basada en la actuación en áreas estratégicas que tiren del resto de la ciudad, no permite definir un modelo coherente y consensuado de la ciudad que se desea colectivamente, ni permite utilizar el planeamiento como mecanismo de redistribución. ABSTRACT In the past three decades, the dynamics of global economic restructuring have radically redefined the role of cities. The transition from keynesianism to neoliberalism has caused a shift in local governments’ urban policies, which have progressively abandoned the tasks of regulation and redistribution to focus on promoting economic growth and competitiveness. In this context, many critics have pointed out that urban regeneration has become a vehicle for extracting value from the city and is causing the expulsion of the most vulnerable citizens. However, regeneration of consolidated areas is also an opportunity to improve the living conditions of the resident population, and is a necessary policy to control the expansion of the city and reduce the need for transportation, thus promoting more sustainable cities. Assuming that the governance of urban regeneration processes is key to the final outcome of the plans and determines the resulting city model, the goal of this research is to verify whether urban regeneration is necessarily a value extraction mechanism or if it can improve the quality of life in cities through citizens’ participation. It proposes a framework for analysis of decision-making in urban regeneration processes and their impact on the results of the plans, taking as a case study the city of Boston, which since the 1990s is trying to become a "city of neighborhoods", encouraging citizen participation, while seeking to position itself in the global economic scene. The analysis focuses on two redevelopment plans initiated in the late 1990s. The Jackson Square case allows us to understand the role of civil society and the third sector in the regeneration of disadvantaged neighborhoods, in a clear example of bottom-up planning. On the contrary, the conversion of the South Boston waterfront to build the Innovation District takes us to the big redevelopment efforts with economic stimulus’ goals, traditionally linked to downtowns and led by government and economic elites (the local “growth machine”) through more technocratic processes (top-down planning). The research is based on a qualitative analysis of the processes of decision making and the relationship between those involved, as well as the evaluation of the implementation of those decisions and their influence on the resulting urban model. The analysis suggests that the governance of urban regeneration processes decisively influences the outcome of interventions; however, community engagement in the decision-making process is not enough for the result of the urban regeneration to counteract the effects of neoliberalization, especially if it is limited to the planning phase and does not extend to the implementation of the projects, and if it is not supported by a broader political mobilization to ensure a redistributive public action. Moreover, urban regeneration processes redefine the urban model, since the choice of intervention areas has important consequences for the territorial balance of the city. The results of this study have implications for the discipline of urban planning. On the one hand, it confirms the validity of the "negotiated planning" paradigm, albeit under public leadership discourse and without a direct appeal to the leadership role of the private sector. On the other hand, collaborative planning in a context of "responsibilization" of community based organizations can deactivate the political power of citizen participation and serve as a "buffer" towards the local government. Furthermore, the replacement of comprehensive planning, as a tool for defining the city's future, by an opportunistic planning based on intervention in strategic areas that are supposed to induce change in the rest of the city, does not allow a coherent and consensual urban model that is collectively desired, nor it allows to use planning as a redistribution mechanism.

La construcción del espacio litoral : el caso de la costa de Cartagena

El litoral ha constituido a lo largo de la historia una importante fuente de recursos económicos además de un punto estratégico para la defensa del territorio. El comercio, la pesca o la industria de la sal han propiciado la formación de poblaciones y ciudades al borde del mar. La costa funcionó como un ámbito defensivo, peligroso e insalubre durante siglos donde el mar modulaba el frente costero sin grandes interacciones con un entorno prácticamente deshabitado. A mediados del siglo XIX, las innovaciones técnicas y la pacificación definitiva del Mediterráneo permiten poner en valor sus características naturales y de oportunidad. Sin perder del todo su valor defensivo, el litoral resurge como recurso productivo y como lugar de ocio y disfrute de la población. El valor estratégico de la costa quedará también reflejado en el marco normativo. El derecho civil moderno recuperará el concepto de Dominio público Marítimo Terrestre a través de la Ley de Aguas de 1866 que regulará también los usos y las limitaciones en la propiedad privada litoral. Desde ese momento, las transformaciones económicas, sociales, jurídicas y ambientales van a provocar un cambio significativo en la relación entre la sociedad y la costa que dará paso a la construcción del espacio litoral que hemos heredado. Desde la triple perspectiva del litoral como sistema físico ambiental, sistema económico, productivo y cultural, y sistema administrativo y legal, el principal objetivo de la tesis será reconstruir el proceso de transformación del litoral consecuencia de la evolución en la forma de producción del espacio, de área defensiva a recurso productivo, y desde mediados del siglo XIX hasta principios del siglo XXI. Sin embargo, la construcción del litoral no ha sido homogénea ni constante a lo largo del tiempo. Ha estado sujeta a los distintos vaivenes económicos y sociales pero también a los cambios en el modelo territorial definido por el marco legal vigente, así como a los reajustes del propio sistema físico. Como instrumento sociopolítico, el marco legal regula las presiones del sistema económico sobre el medio, apostando por una visión frente a otra, y posibilitando el grado de transformación final. Así, el conocimiento sobre el territorio en el que se interviene y la definición del modelo de litoral por parte de los poderes públicos irán configurando el espacio físico, económico y social desarrollado en la costa. Para la reconstrucción del proceso de construcción del litoral, la tesis define cuatro fases diferentes y aplica las hipótesis y la metodología a la costa de Cartagena. Se presenta gráficamente la evolución en los tres sistemas en cada una de las fases, y se recompone el relato histórico a través de los hitos más relevantes para el proceso. En cada una de las fases, el nuevo modelo intentará dar respuesta a todo aquello que no funcionó o se quedó a medias en el periodo anterior. Las crisis económicas provocan la ralentización de la actividad productiva y, consecuentemente, de las transformaciones en el territorio. Servirán para establecer, en principio, un cambio de paradigma en la lectura y gestión del litoral que acabará traduciéndose en un nuevo texto legislativo en materia de costas (1969, 1988 y 2013). La reforma de la normativa responde a una nueva forma de entender, ordenar, gestionar e intervenir en el territorio, donde se modulan las pautas pero también la intensidad en la intervención. Pero nace condicionada por el litoral heredado: los derechos generados durante la vigencia del marco legal anterior; el modelo económico y sus presiones y expectativas sobre el litoral; y el medio físico en el que se acumulan los procesos de degradación no resueltos y los nuevos riesgos. Así, las conclusiones de la tesis ponen de manifiesto la necesidad de una visión compleja e integral sobre el litoral, en la que el urbanismo y la ordenación del territorio serán fundamentales para afrontar los nuevos retos en su construcción a futuro. ABSTRACT The littoral has been throughout history an important source of economic resources and a strategic point for the defense of territory. Trade, fishing or salt industry have led to the formation of towns and cities on the edge of the sea. The coast served as a defensive, dangerous and unhealthy place where the sea modulated for centuries the waterfront without major interactions with a virtually uninhabited environment. In the mid-nineteenth century, technical innovations and the final pacification of the Mediterranean allowed to value its natural features and opportunities. Without entirely losing its defensive value, the coast emerges as a productive resource and as a place of leisure and enjoyment of people. The strategic value of the coast will also be reflected in the legal framework. The concept of maritime-terrestrial public domain will be recovered by the modern civil law and the law of waters of 1866 governs the uses and limitations of private ownership of the coast. Since then, the economic, social, legal and environmental changes will to cause a significant change in the relationship between society and the coast that will give way to the construction of littoral space inherited. From the triple perspective of the littoral as a physical environmental system, an economic, productive and cultural system, and an administrative and legal system, the main objective of the thesis is to rebuild its process of transformation, as a result of the evolution in the way that space is produced, from defensive zone to productive resource, and from the middle of the nineteenth century until the beginning of the twenty-first century. However, the construction of the coast has not been uniform nor constant over time. It has been subject to different economic and social fluctuations and also to changes in the territorial model defined by the legal framework in force, as well as to readjustments of the physical system itself. As socio-political instrument, the legal framework regulates the pressure of the economic system on the environment, it bets on a vision over another and facilitates the final degree of transformation. Thus, the knowledge on the territory that is being intervened and the definition of the model of shoreline by public authorities will configure the physical, economic and social space developed on the coast. For the reconstruction of the littoral building process, the thesis defines four different phases and applies the hypothesis and methodology to the coast of Cartagena. It introduces graphically the evolution of the three systems in each of the phases and it recomposes the historical account through of the most important milestones for the process. In each phase, the new model will attempt to answer everything that did not work or was half in the previous period. Economic crises cause a slowdown in productive activity and, consequently, in the changes of territory. They serve to establish, in principle, a paradigm shift for reading and managing the littoral, eventually resulting in new legal texts on coasts matter (1969, 1988 and 2013). The reform of legislation responds to a new way for understanding, arranging, managing and intervening on the territory, where the guidelines and also the intervention intensity are modulated. But it is born conditioned by the inherited coast: the rights generated under previous legal framework; the economic model and its pressures and expectations on the littoral; and the physical environment which accumulates degradation processes unresolved and new risks. Thus, the thesis conclusions highlight the need for a complex and comprehensive view on the littoral, where urban planning and land-use planning will be key to meet the future challenges in its construction.

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.