COMUNICAÇÃO PÚBLICA: UMA LEITURA CRÍTICA ENTRE O INSTITUCIONAL E O MERCADOLÓGICO

A pesquisa ora apresentada discute os processos comunicacionais e de gestão no desenvolvimento de atividades de Comunicação Pública. Sobretudo aqueles que sejam capazes de alcançar um elevado nível de qualidade em prol da eficácia na prestação de serviços ao cidadão-consumidor. Transitando entre a comunicação institucional e a mercadológica, em referência à linha de pesquisa de mesmo nome constante do Programa de Pós-graduação de Comunicação Social da Universidade, o trabalho em questão aborda tópicos como o estudo de boas práticas e aspectos interessantes sobre processos, políticas, estratégias e ações na gestão de competências da comunicação nas organizações. Para isso, em termos de metodologia, são utilizados elementos bibliográficos e documentais, além de entrevistas abertas com os gestores do setor que conformam exemplos de comunicação organizacional em duas instituições. Esses procedimentos verificados durante a pesquisa no processo comunicacional das organizações estudadas se correlacionam a uma contextualização histórica de conceitos, teorias e métodos voltados à realidade da sociedade contemporânea. Análise justificada em que pese uma abordagem a respeito de princípios que possam ser visualizados na práxis comunicacional, como sustentabilidade, transparência, governança corporativa e gestão da comunicação em uma ambiência tecnossocial de produção simbólica de conteúdos (informações, produtos, serviços, marcas, imagem etc.). A análise dessa dinâmica como um todo objetiva abordar, ainda, as implicações sociais do processo de planejamento em Comunicação e do ato comunicativo em si, que nos faz perceber de que forma as organizações públicas observam a relação (discurso versus prática) com seus clientes no acesso a informações, produtos ou serviços.

Ilusão e realidade em Ivaporunduva: a televisão na cultura quilombola. Análise a partir da Folkmídia

Este estudo de caso visa, a partir de pesquisa de campo, pesquisa bibliográfica e entrevistas abertas observar como a televisão, enquanto meio de comunicação de massa, transforma ou influencia a cultura de uma comunidade quilombola. O objeto desta análise é a comunidade quilombola de Ivaporunduva, na área rural da cidade de Eldorado Paulista, região do Vale do Ribeira, interior do estado de São Paulo. Seus modos de vida têm sido constantemente ameaçados pela intenção da construção de barragens na cabeceira do rio Ribeira de Iguape, na margem do qual localizam-se diversas comunidades quilombolas, inclusive Ivaporunduva; pela falta de políticas públicas que resguardem verdadeiramente seus direitos, e pela falta de trabalho, o que acarreta na saída dos jovens da comunidade em busca de novos horizontes. A televisão faz parte de um novo universo na realidade quilombola e entra na vida desses homens e mulheres do campo como veículo de entretenimento e porta para um mundo de ilusões e realidades onde buscam encontrar-se e muitas vezes se frustram. A cultura quilombola e suas transformações depois da entrada da televisão em Ivaporunduva serão analisadas a partir da Folkmídia, espaço teórico que analisa a maneira pela qual os meios de comunicação abstraem elementos da cultura popular e vice-versa. É o vice-versa que aqui nos importa.

TV REGIONAL NO VALE DO PARAÍBA - SP: expansão, aspectos da audiência e modos de inserção local

Investigação sobre a regionalização das redes de comunicação, em especial a televisão, fenômeno que representa uma realidade de segmentação da comunicação massiva. Objetiva-se analisar e classificar as emissoras regionais de televisão com relação aos seus modos de inserção local, observando-se suas especificidades, programação, estratégias de comunicação e ações de conquista de identidade com a comunidade onde estão inseridas, além de tentar compreender como se deu a expansão da televisão nessa região, desde a implantação da primeira emissora, em 1988, na cidade de São José dos Campos SP. Tomando-se como recorte de estudo, as emissoras de televisão regional de sinal aberto no Vale do Paraíba, estado de São Paulo, foram realizadas entrevistas semi-abertas com profissionais das áreas comercial e de programação das mesmas e aplicados questionários junto a uma amostra da população do Vale do Paraíba que representa os telespectadores potenciais da área de cobertura dessas emissoras, a fim de se identificar a percepção que o público receptor tem a respeito da presença e atuação das televisões locais. Conclui-se que os diferentes modos de inserção local das emissoras influem diretamente na relação de identidade das mesmas com os telespectadores da região.(AU)

A EDUCAÇÃO AMBIENTAL NO CONTEXTO DA FORMAÇÃO DO AGENTE SOCIAL DA TERCEIRA IDADE COMO EDUCADOR

A idéia do envelhecimento como declínio da existência humana começa a perder sentido nas sociedades contemporâneas e dar espaço a uma outra concepção da terceira idade. Neste contexto, a Universidade Metodista de São Paulo, campus Vergueiro São Bernardo do Campo, oferece o curso Universidade Livre da Terceira Idade, que tem como finalidade a formação de agentes sociais. Um dos eixos desse curso é a educação ambiental. Meio ambiente é aqui entendido como entorno do indivíduo, sendo ele natural, construído e sócio-cultural, com suas instituições, saberes e valores. Assim, o educador ambiental apresenta conhecimentos sobre as questões ambientais e habilidade ao lidar com pessoas dos mais diferentes contextos. Nesta perspectiva, o agente social da terceira idade desenvolve os atributos necessários para atuação enquanto educador ambiental, uma vez que trabalha o saber ambiental necessário às ações de intervenção e consolida sua formação pessoal. Este trabalho objetiva analisar a percepção ambiental dos alunos da universidade da terceira idade ao iniciar o curso, dentro do módulo de educação ambiental. Verificar se os conteúdos e metodologias utilizadas na disciplina de educação ambiental contribuem para a formação do agente social da terceira idade e para sua atuação como educador ambiental. O corpo teórico desta pesquisa foi composto pelo conceito de complexidade de Edgar Morin, as idéias de meio ambiente de Enrique Leff, a concepção de educação de Paulo Freire e a compreensão de educação ambiental de Marcos Reigota. Como instrumentos metodológicos, foram utilizados técnicas de análise de documentos, questionários e grupo focal. A apresentação e interpretação dos dados coletados sugerem a viabilidade da atuação do indivíduo da terceira idade como educador ambiental nas ações de intervenção em sua realidade local.

A EDUCAÇÃO A DISTÂNCIA NO BRASIL LIMITES E POSSIBILIDADES NA IMPLANTAÇÃO DA EAD NO ENSINO SUPERIOR

O presente trabalho apresenta um panorama da Educação a Distância no Brasil, fazendo uma contextualização histórica da modalidade, desde as primeiras experiências registradas em nosso país até os dados atuais, que confirmam o seu crescimento, em todos os níveis de ensino. Neste contexto, apresentamos uma análise sobre a evolução da legislação brasileira específica para a Educação a Distância, bem como os processos de credenciamento e implantação desta modalidade no ensino superior, procurando compreender o que a legislação pode representar em termos de qualidade, crescimento, avanço ou atraso para a Educação a Distância no Brasil. Apresentamos, ainda, uma experiência concreta sobre a implantação de disciplinas a distância em dois cursos de graduação presenciais, analisando a questão das resistências enfrentadas durante o processo e como se deu a superação dos desafios encontrados. Objetiva-se, com este trabalho, situar o leitor sobre a realidade da educação a distância em nosso país, trazendo elementos históricos e estatísticos, mostrando como este processo pode ocorrer na prática educacional, no contexto da universidade; e analisando os limites e possibilidades da implantação desta modalidade no ensino superior.(AU)

Animação em contexto de realidade aumentada: Imagem animada como mediador entre utilizador e espaço

A animação é uma área disciplinar com raízes tradicionalmente sustentadas nos media audiovisuais, mas que tem evoluído para outros contextos e suportes em novos media digitais. Uma das áreas na qual essa evolução é visível, é no contexto da realidade aumentada. Este documento descreve o desenvolvimento de um protótipo de animação interativa tridimensional para ser visionado através de realidade aumentada, e para ser implementado na Sala VIP da Casa da Música, no Porto. O protótipo permite, através de interação com personagens virtuais, obter informação específica sobre o espaço e os seus conteúdos. Simultaneamente o utilizador pode interagir de um modo lúdico com as personagens animadas na interface. Foram investigadas características da animação para uma plataforma móvel através de interfaces em realidade aumentada bem como as suas vantagens tecnológicas, e possíveis restrições do hardware e software na aplicação desenvolvida.

Metrópole digital: o jovem aprendiz na educação tecnológica

This thesis was elaborated in the scenario of Digital Metropolis Institute (IMD) – a supplementary unit at the Federal University of Rio Grande do Norte in the training of personnel with technical and higher level courses whose technical level training is associated with a process of digital inclusion, with the purpose of attracting young people to this area, with emphasis on Software and Hardware Development. It aims to investigate the cognitive change of young apprentice on technological education and his/her entrance into the labor market, through the formation and the social inclusion proposed by the Instituto Metrópole Digital; understanding the juvenile subjectivity production through the Instituto Metrópole Digital’s education by performance in the labor market; recognizing the Brazilian professional qualification public policies for youth and identifying the role of Tutoring in the learning process during the course of formation of the young apprentice of the technological education proposed by the Instituto Metrópole Digital.The clipping of the object of investigation was the process of cognitive change and constitution of subjectivity of the young apprentice in information technology (IT) in the IMD. It was searched support in theory Freireana as proposal that problematizes the policies and the process of formation and professional qualification, in the perspective of a citizen and liberating consciousness. By qualitative and ethnographic nature, descriptive-explanatory, it counts with the participation of young people, high school students from public and private schools, aged between 15 and 18 years. There are strong aspects: a cognitive change on the young apprentice of technological education onto overdrive high school as the student of the Instituto Metrópole Digital; it happened the social integration for those who remain in the course, both in the neighborhood where they reside and at school where he attended high school, the young man is recognized and becomes reference to other young, favoring him a life projection which when the activities of mentoring is learning motivator, it exerts a positive influence to the young on the continuity of studies, it provides intellectual and institutional affiliation and continuity in the investments to the academic life for a better insertion in the labor market, which refers to the modification of the life project-invest in academic training, in exchange for a technical job in the labor market. There are weak aspects: the absence of professor in the course, in his most important role, which involves awareness of his/her condition in action, in explicit position that the professional practice constitutes as this constitution requires reciprocity of its students and the context in which it operates; fragile formation of mentoring, absence of dialogues in the classroom that favors the formation of subject learning, mainly in guiding action, mediator of the young; There is a lack of methodological proposal to develop real projects on the labor market with problem solving and collaborative learning. It considers that without converting information into knowledge cannot discern clearly enough that there is no direct causal relationship between Professional and technological Education and the level of employability of the young worker certificate. It suggests to the evasion: a greater knowledge of the reality of the student of the Institute Metropolis Digital; better knowledge of youth and their expectations of life project; the Tutoring will be Teacher-tutor; investing in employability conditions effective the young into the labor market.

Gestão escolar democrática, participação e autonomia: realidade ou utopia?

This paper analyzed the relation between participation and school autonomy, observing Director actions and School Council actions and if school has pedagogic, administrative and financial autonomy. This is a descriptive search, with quantitative approach, realized in 47 state schools in Rio Grande do Norte, and composed by 292 participants, divided in 3 groups (Direction, Coordination and School Council). The instrument to catch data was a questionnaire and the data treatment realized by way descriptive statistic and inferences using X 2 test. The results show that school administration is composed in great part by women with specialization grade. All schools have School Council and Financial Council, but have not Parents and Masters Association and just one of them has Student Guild. The direction choose process is, in 83% of the schools, by elective way. The indicators show that the relation involving family, society and school stays weak, but Directors, Coordinators and School Council members develop their functions with coherence. About autonomy, it is limited and presents correlation with participation, but the educational system stays rigid and centralizer

(Santa) Rita de Cássia na boca do povo de Santa Cruz/RN: identidades culturais em construção

The purpose of this study is to investigate the cultural identities of Santa Rita de Cassia constructed from the representations contained in the speech of Santa Cruz urban area residents, which is located in a harsh part of the State of Rio Grande do Norte. These residents make the story of the Saint full of meaning for themselves, in their daily lives, as well as to the society. This is observed in the narration of Rita de Cassia’s story which has been told in the city over the past one hundred and eighty years, the number of women's names and commercial establishments named “Santa Rita”. In 2010, with the inauguration of the Alto de Santa Rita – a space for worshiping the saint –, the amount of visitors increased in the city, due to the construction and inauguration of a colossal monument representing the image of Rita de Cassia. Then, new social, cultural, religious and political aspects became part of the local reality of the city of Santa Cruz, what made residents have something in common to talk about. According to the interdisciplinary approach of Applied Linguistics, our theoretical background is based on the socio-historical language concept, which understands language as discursive practice. Still theoretically speaking, this study establishes an interface with cultural studies, taking into account the concept of cultural identity in post-modernity society. Discourse analysis proved plural, with a multiplicity of cultural identities ranging from very obedient daughter to wife who suffered because of the husband, from very religious woman to the widow who entered the convent, on to the Saint of the miracles and healings interceding in the lives of the ones who seek for help. It was also observed in the above mentioned investigative path that these identities can be constructed and reconstructed if immersed in a different set of social practices historically determined

A Experiência como ordenação da realidade: uma estratégia orgânica para a educação científica

Knowledge is understanding. According to the philosopher Gaston Bachelard our immediate contact with the reality is only worth as confusing and provisional data. This phenomenological contact requires inventory and classification. For this reason our first reading on any phenomenon is limited to a basic levels of reality. Elements such as dynamics, functioning or detailed characteristics of what is observed can only be accessed at higher levels of reality, explains the physicist Werner Heisenberg. The ideas woven by these two great intellectuals oxygenates the notion that a well-made thinking does not require only observation and description of the nature, but assigns value and meaning to the knowledge. Based on these ideas and on the cognitive horizon brought by the complexity sciences, this research aims to nurture a reflection on our understanding of the world built from a rational perspective of experience, as an organic sequence of research. This arguments, over the study, describes how the experience is able to oxygenate a well-made thinking, as the concept created by Edgar Morin and expanded by Conceição Almeida. I argue that the experience as a path of investigative research allows one to ventures in the shadows of the unknown to access upper layers of reality. The experience is, therefore, an organic strategy for a well-made thinking - A nutritious mud that oxygenates, regulates, repairs and configures the quality of understanding. As a thread to discuss this ideas I've used my professional journey over a year and a half as a Natural Sciences' teacher on the Federal University of Rio Grande do Norte, where I could see how experiences helped on breaking a simplified understanding of the world. I chose to work with the research problems developed by 398 students over these three semesters. The problems were essential to the questioning of the phenomena that once seemed obvious or uninteresting, bringing out operational reasons and dynamics of the observed structures. Experience, in this sense, is the founder of dynamic thinking, as the need to deconstruct the phenomena's first impressions, assigning value and meaning to gestated knowledge.

Violência contra mulher: expressões da opressão às mulheres sob a égide do capitalismo e do patriarcado

This dissertation is the result of a research process that sought , from the speech of women in situations of violence , examine the difficulties these women to access the "network " of assistance to women victims of violence in the city of Natal/RN . Therefore , we made a critical analysis from the perspective of totality on the processual ontological " being a woman " and " be a man " , articulating the determinations of the subjective and objective dimensions in the lives of women at this juncture . Thus , also reflecting on the system of oppression of women through Capitalism / Patriarchate , articulated with other determinations of reality , as race / ethnicity , sexual orientation , generation and territoriality . Because of the oppression of women in all aspects of social life , the feminist movement led to the public domain claims against the oppressions of women and fight for Public Social Policies that aim to the particularities of women , among them, the social policies of coping violence against women . The speeches of the women interviewed show the contradictory aspect of work in women's lives . On the one hand , can become a means to financial independence ( with the possibility of exit from violent means). On the other , it can become "cause " of justification for the exercise of violence against women by their partners or former partners . Also show that despite legal advances , there is no effective implementation of policies aimed at women . This occurs as a result of capitalism / patriarchy and the context of neoliberal management of big capital . Thus , the feminist movement , as well as the social movement of the working class , must seek the empowerment of women through the struggle to end all forms of oppression , exploitation and domination among humans.

O envelhecimento no espaço midiático: a produção de sentidos pelos meios jornalísticos

Aging as a social phenomenon is guided in the ways of production and reproduction, that is linked to the peculiarities and compliances of the social structure influence the values and erected senses. The search for the understanding of the reality will be given by the appropriation of knowledge/information that in contemporary times are increasingly tied to the media means, so that they go beyond the mere condition media, reaching the condition of instruments of direct, attitudes and opinions production. Among the media instruments, there are news medias, that are important means of information dissemination and consequently production of senses, including over aging. Thus, the objective is to: apprehend the social representations and meanings associated with aging in the media space about aging; browse the social representations about aging in media space and their influence on the relations that are established in the cultural socio-economic context. To do it The Theory of Social Representation will be used. To collect the data, 57 online news from the three main state newspapers were studied: Tribuna do Norte, Gazeta do Povo and Jornal de Hoje, which were captured through a search tol of these newspaper sites, using the words: “aging””elderly”. These materials were analyzed making use of Bardin’s Qualitative Analysis, which allowed the establishment of five categories, namely: Aging and violence; Aging in contemporary times; Aging and health; Aging and citizenship; and Aging, work and action. In the first category news reporting violent situations are framed the regardless of the victim’s condition or the one charged by the violence, the fragility of elderly persists. In Aging in contemporary times the attempts of the news media to explain the demographic changes of the quantitative increases in the elderly, the burden it may lead to the full development of the country are noticed. In Aging and health is noticed the imminent end of the condition brought on age, as a synonym for diseases and conditions. In the fourth category, Aging and citizenship situations are shown where peculiarities and needs or the elderly need to turn into obligation to be fulfilled, denouncing the condition of low expression and social power of the class. Finally, in Aging, work and action situations that indicate the non-expectation of elderly interaction with new technologies and participation in decision-making directions of society are brought. In a general and specific form this analysis allowed learning the ways of production of meanings about aging in the papers, as these ones tend to represent aging through intentioned situations as hegemonic needs, building the social representation of the elderly as fragile person, submissive, inactive, subject to violence and susceptible to becoming ill.

Atividade eletroencefalográfica de pacientes com acidente vascular cerebral na aprendizagem motora de um jogo baseado em realidade virtual

Stroke is the leading cause of long-term disability among adults and motor relearning is essential in motor sequelae recovery. Therefore, various techniques have been proposed to achieve this end, among them Virtual Reality. The aim of the study was to evaluate electroencephalographic activity of stroke patients in motor learning of a virtual reality-based game. The study included 10 patients with chronic stroke, right-hande; 5 with left brain injury (LP), mean age 48.8 years (± 4.76) and 5 with injury to the right (RP), mean age 52 years (± 10.93). Participants were evaluated for electroencephalographic (EEG) activity and performance while performing 15 repetitions of darts game in XBOX Kinect and also through the NIHSS, MMSE, Fugl-Meyer and the modified Ashworth scale. Patients underwent a trainning with 45 repetitions of virtual darts game, 12 sessions in four weeks. After training, patients underwent reassessment of EEG activity and performance in virtual game of darts (retention). Data were analyzed using ANOVA for repeated measures. According to the results, there were differences between the groups (PD and PE) in frequencies Low Alpha (p = 0.0001), High Alpha (p = 0.0001) and Beta (p = 0.0001). There was an increase in alpha activation powers and a decrease in beta in the phase retention of RP group. In LP group was observed increased alpha activation potency, but without decrease in beta activation. Considering the asymmetry score, RP group increased brain activation in the left hemisphere with the practice in the frontal areas, however, LP group had increased activation of the right hemisphere in fronto-central areas, temporal and parietal. As for performance, it was observed a decrease in absolute error in the game for RP group between assessment and retention (p = 0.015), but this difference was not observed for LP group (p = 0.135). It follows then that the right brain injury patients benefited more from darts game training in the virtual environment with respect to the motor learning process, reducing neural effort in ipsilesionais areas and errors with the practice of the task. In contrast, patients with lesions in left hemisphere decrease neural effort in contralesionais areas important for motor learning and showed no performance improvements with practice of 12 sessions of virtual dart game. Thus, the RV can be used in rehabilitation of stroke patients upper limb, but the laterality of the injury should be considered in programming the motor learning protocol.

Matriciamento em saúde mental: atuação de núcleos de apoio à saúde da família

In the context of break with psychiatric hospitals, the Brazilian Psychiatric Reform is a historical process of reformulation of knowledge and mental health practices. In this way, the Centers of Support for Family Health (NASF) have been acting in the supply of matrix support in mental health. So, the present research aims to analyze the actions which the NASF is taking for the matrix support in mental health in the city of Natal/RN. This is a kind of research descriptive, exploratory and qualitative. The data collection, was made by a direct observation of the professional pratices and semi-structured interviews with health professionals NASF's. The Data were analyzed according to thematic analysis technique, with the support of the content analysis method, which is a way to investigate clusters of meanings which make up the communication of the investigated object. Three analytical categories were organized by this method, whose titles were inspired in two theories in the health field called “Health to Paidéia” and “Expanded Clinic”. The name of the categories are: 1. “Mental illness in brackets: working dimensions of the Centers of Support for Family Health interfaces with the concrete subject”, which is about the work process of NASF; 2. “Freedom and engagement in the arrangement of matrix support in mental health”, which explore the matrix support limitations in mental health in Natal/RN from the professionals interviewed at the NASF’s; 3. “Between the desire and interest: influence of expert orientation in mental health in Psychosocial Care Network” (RAPS), which is related to matrix support in mental health, as an organizational arrangement responsible to ensure intersectoral and comprehensive care, strategies inside of context of the constitution of RAPS. We can extract and say that the actions of NASF teams in the brazilian city called Natal/RN, still not part of a structured link with health care networks, as happens with the absence of discussions and lack of professionals in the matrix support. In addition, there is a difficulty to do an specialized orientation in mental health because of the lack of human resources in this area and of the insufficient number of the replacement services for psychiatric hospital pratices, bringing up the discussion about the consolidation and expansion of RAPS in fact investigated.

Realidade ou ficção? A influência da autopercepção como parceiro romântico e da autoestima na escolha e preferência de parceiros românticos

In general, men and women look for characteristics that can indicate improvement of their reproductive success in their romantic partners. However, partner choice is not only based on what the individual want in a partner, but he/she also takes into consideration how they perceive themselves in a determined environment, in a way that self-perception can change according to the context where the individual is inserted in. Besides the environment, self-esteem can be a factor that modifies romantic partner preferences and the way that people choose these partners for being able to influence how people evaluate themselves. Most of the studies that originate today’s universal standards in the study of romantic partner were conducted with undergraduate students, which may limit the coverage of the conclusions for contemplating people of the same educational level and probably also socioeconomic status (SES). The present research, held in Brazil, where the social inequality rate is high, and part in Canada, country with low social inequality, had as goal verifying romantic partners preferences and choices and self-evaluation as romantic partners in different educational level and SES. Men, mainly of low SES, tend to prioritize social status when looking for a romantic partner while the universal pattern is the preference for physical attractiveness, and women of low SES seem to be aware of this preference when expressing that social status is important for their self-perception. In addition, the results corroborate the influence of the context, selfesteem, and SES in the self-perception as a romantic partner, though the latter two appear to modulate how the is the influence of the context on participants’ perception. Moreover, this research also indicated that the preferences appear to represent the choices for the most important characteristics for each sex, being the other characteristics probably modulated by the quantity of available participants in the environment.