Tilan subjektiivisuus sekä orientalismin ja toiseuden kohtaamiset Harriet Martineaun kirjassa Eastern Life: Present and Past

Tutkielmassa tarkastellaan tilan subjektiivista kokemista Harriet Martineaun matkakirjassa Eastern Life: Present and Past (1848). Martineau matkasi vuonna 1847 Egyptistä Nubiaan ja jatkoi täältä vielä Siinaille sekä Palestiinaan, päätyen lopulta Syyriaan. Matkareitti oli hyvin suosittu 1800-luvulla, jolloin höyrylaivat mahdollistivat uudenlaisen liikkumiskeinon pitkin Niiliä. Harriet Martineau kohtasi matkallaan paikallisia ihmisiä, jolloin hän joutui kosketuksiin toiseuden kanssa. Orientti ympäristö oli Martineaulle aivan uudenlainen ja mielenkiintoinen kokemus, josta hän pääsääntöisesti nautti hyvin paljon. Tutkimuksessani käsittelen sitä, millaisena tämä orientti ympäristö näyttäytyi Harrietille ja millaisia merkityksiä tila sai subjektiivisten kokemusten kautta. Harriet Martineaun kirja Eastern Life: Present and Past perustuu matkapäiväkirjaan, jota Harriet matkansa aikana piti. Martineaun kirjassa esittämät mielipiteet uskontojen evolutiivisesta kehityksestä herättivät paljon kohua ja kirja saikin osakseen paljon huomiota. Tutkimuksessani käytän diskurssianalyysia hahmottaakseni millä tavalla orientti Itä Harrietille näyttäytyi. Analysoin Harrietin subjektiivisia kokemuksia orientista maisemasta ja nähtävyyksistä myös humanistisen maantieteen kautta. Sosiaalisen konstruktivismin kautta keskityn nimenomaan Harrietin subjektiivisiin kokemuksiin ja representaatioihin. Käsittelen Martineaun tilalle luomia merkityksiä ja tilan rakentumista kokemuksellisuuden kautta. Tutkimukseni kautta osoitan, kuinka orientti tila vaikutti merkittävästi Harrietin käsityksiin uskonnosta ja koko elämästä. Juuri Idän ympäristön tarjoamassa rauhassa Harriet saattoi rauhassa pohtia asioita, jotka myöhemmin vaikuttivat osaltaan hänen käsitykseensä uskonnosta. Harrietin kokemukset, muistot ja aistikokemukset vaikuttivat suuresti siihen, millaisena Itä näyttäytyi juuri hänelle. Juuri näiden kautta Harriet muodosti oman, subjektiivisen näkemyksensä orientista tilasta, luoden sille merkityksiä ja rakentaen näin tilallisuutta ympärilleen. Vaikka Martineauta on pidetty edistyksellisenä naisena, jopa feministinä, on hän matkansa aikana paikoin jopa suvaitsematon. Toiseuden kohtaamiset eivät aina olleet miellyttäviä, jolloin Itä näyttäytyi jopa epämukavana paikkana.

Sports sponsorship as a channel for brand engagement on social media

The purpose of this Mater’s Thesis was to examine how sports sponsorship can be used as a channel for brand engagement on social media. All these three concepts have been researched previously, however, up until now they have been studied separately. Therefore, the aim was also to investigate the interrelations between these three concepts, as there is a lack of academic base on the matter. The theory of the research was based on existing academic researches of social media, brand engagement and sports sponsorship. The empirical part of the research was conducted by utilizing quantitative research method. An online questionnaire was published on Facebook pages of two Liiga ice hockey teams. In the end the total sample consisted of 322 viable respondents. The collected data was analyzed by using statistical analysis software, SPSS. The findings of the empirical research reveal that information, enjoyment, personal identity, social interaction and compensation motivate consumers to engage with brands on social media. However, the behavior of consumers is more passive than active brand engagement. Personal identity and compensation serve as motivational reasons for brand engagement on both active and passive level, while the rest are only passive brand engagement. Besides motivation there are other variables that affect consumers. Support for the team reflects to brand engagement, which is passive brand engagement. The visibility of the brand during the event is linked to both active and passive brand engagement. Prior information of sports team and event and frequency of attendance can be linked only to active brand engagement. On the other hand, congruence between the team and brand reflects only to passive brand engagement.

Weathering crises on social media – Theory and practices from social media active organizations operating in Finland

Thesis compiles findings from previous research to produce guidelines on addressing crises on social media. These guidelines extracted from previous research are compared qualitatively with empirical evidence from 12 organizations by examining whether organizations apply practices recommended in previous research. Much of guidelines gain support from practitioners with few exceptions. Findings stemming from theory and practice combine to shed light on how controversies are born on social media, how crises can be prevented on social media and how organizations may manage crisis situations on social media. The majority of the resulting guidelines focus on how to address negative information and communicate during a crisis but other means of crisis management are also presented. Previous research had voiced that the field of public relations was very fractured, crisis management was lacking qualitative research and provided very little information on what organizations should do before a crisis. Thesis collects a comprehensive amount of previous research from various fields of PR in an effort to unite findings and guidelines, gathers and analyzes empirical data in a qualitative manner and includes a pre-crisis paradigm. One of the challenges in the field of crisis management still remains the absence of universally agreed definition of a crisis and the lack of means to quantify and compare the magnitude of crises.

Metodologia para elaboração de glossários bilíngues para a Agência Nacional de Vigilância Sanitária – ANVISA

Dissertação (mestrado)—Universidade de Brasília, Instituto de Letras, Departamento de Línguas Estrangeiras e Tradução, Programa de Pós-Graduação em Estudos da Tradução, 2016.

Grupo operativo como forma de intervenção na saúde de pessoas portadoras de hipertensão arterial e diabetes mellitus na Equipe de Estratégia Saúde da Família Prata de Lajinha

O município de Lajinha encontra-se na região geomorfológica da Serra do Caparaó. Está a 349 km de Belo Horizonte. Sua população estimada em 2010 era de 19.616 habitantes. Conta atualmente com seis equipes de saúde da família e três pontos de apoio às zonas rurais. Uma Policlínica e um Pronto Atendimento também compõem o cenário de saúde da cidade. A Unidade Básica de Saúde Prata de Lajinha possui aproximadamente 3350 pessoas cadastradas, divididas em oito microáreas e a Hipertensão arterial e o Diabetes mellitus são as doenças mais prevalentes entre os usuários; o que justifica o atendimento e acompanhamento de forma diferenciada. O objetivo deste trabalho é elaborar um projeto de intervenção que auxilie na educação, acompanhamento e adesão ao tratamento dos usuários portadores de Hipertensão arterial e o Diabetes mellitus da equipe de saúde da família Prata de Lajinha. Como metodologia foi utilizado o Planejamento Estratégico Situacional, documentos do Ministério da Saúde, além da busca bibliográfica de periódicos indexados na Biblioteca Virtual em Saúde com os descritores Hipertensão Arterial, Diabetes mellitus, promoção, tratamento.