Gestão de marketing na prática de organizações no Brasil

Este trabalho busca compreender a prática da gestão de marketing em organizações de grande porte que atuam no Brasil e, em termos mais específicos, entender as diferenças de tais práticas com relação à representação teórica dominante na literatura especializada. Reconhecendo o predomínio de uma perspectiva reducionista de gestão na literatura e a virtual ausência de pesquisas focadas na prática de gestão de marketing, a abordagem escolhida seguiu as seguintes etapas: a) consolidação e compreensão das descobertas de pesquisadores no Brasil sobre a prática de gestão de marketing em diferentes tipos de organizações de grande porte, tendo como base um conjunto de dissertações de mestrado de instituição acadêmica; b) análise adicional com base em reflexões de um praticante com vinte anos de experiência em gestão de marketing em organizações de grande porte no Brasil; e c) contraposição com o que é prescrito pela literatura dominante nessa área de estudo. Os resultados indicam a necessidade de pesquisas focadas na prática da gestão de marketing, sob uma perspectiva de pluralidade epistêmica, que reconheçam características culturais, organizacionais e políticas. Mais especificamente, é necessária a revisão crítica das teorias de mercado e de organização que formam a literatura dominante.

Transferências voluntárias na saúde: um estudo de caso do município de São Paulo

A análise do financiamento do Sistema Único de Saúde (SUS) é extremamente complexa. Enquanto grande parte dos estudos desta temática concentra-se na análise das transferências constitucionais e legais (automáticas) da União e Estados para os governos subnacionais, poucos são os trabalhos dedicados à análise das transferências voluntárias (TVs). De certa forma, pode-se dizer que tal tema ou é ignorado pela comunidade epistêmica ou é tratado de forma apenas marginal nos estudos acadêmicos. Com o intuito de complementar essa parte pouco explorada da literatura da saúde, o presente trabalho realiza uma análise exploratória sobre a realização de transferências discricionárias efetivadas entre as diferentes esferas de governo e busca compreender a relevância deste tipo de repasse para o financiamento da saúde. Embasado em conceitos advindos da teoria federalista, o trabalho procura entender se o caso das transferências voluntárias na saúde pode ser considerado como uma expressão do federalismo coercivo. Além da atualização sobre as regras de financiamento do SUS, realizou-se como uma das etapas de análise entrevistas com gestores de saúde, além da análise de dados secundários. Como conclusões, verificou-se que na etapa de análise documental, as TVs podem ser configuradas como instrumentos de centralização de poder decisório (Misoczky, 2003), uma vez que impõem aos municípios os objetivos desenhados por governos superiores e demonstram uma relação coerciva de federalismo (Watts, 2006; Arretche, 2004). No entanto, a análise de dados do município de São Paulo permitiu relativizar esta situação em termos econômicos, dada a baixa representatividade das transferências voluntárias frente aos gastos totais.

Paulo Freire e a pedagogia do oprimido: afinidades pós-coloniais

The main objective of the present research is to reflect on the affinities between post-colonial theories - analytical perspectives directed toward the discussion of colonialism and its effects on the contemporary social fabric - and Brazilian educator, Paulo Freire‟s (1921-1997) Pedagogy of the Oppressed, written at the end of the 1960‟s. The study aims to make the argument that the present reflections on the featured work is an example of a post-colonial theoretical framework, delineating a critical modus operandi of colonialism, particularly in its cultural and epistemic dimensions, delineating a problematization of the processes of cognitive domination set, above all, by the European colonization of the Latin American continent, with the formation of the modern-world-system (WALLERSTEIN, 2007), dated from the 16TH Century forward. From this stand point, and especially supported by the contributions of Boaventura de Sousa Santos on the sociology of absence, the present work accentuates Pedagogy of the Oppressed as a set of reflections that bring the possibility of a pedagogy of absence (SANTOS, 1996), having in mind that, this book deals with, the presuppositions of an educational action, which considers the plurality of knowledge and social practices by way of the establishment of a pedagogical practice of collective construction, emancipator and dialogic that arises from the encounter to the indolent reason (SANTOS, 2009) in which the silencing of the voices of the oppressed, construct their conditions of invisibility, promoting also the absence of the social questions inherent to the processes of teaching and learning. It is with this perspective, however, that post colonialism is considered a theoretical site for the affirmation and the reinvention of the Pedagogy of the Oppressed, an obligatory reference in the construction of a prudent knowledge for a decent life (SANTOS, 2006)

O discurso formativo do Biólogo sobre a morte: matizes e metáforas do saber que o sujeito não deseja saber

This study - Biologist s formative speech about death. Nuances and metaphors from knowing that the subject of do not want to know - shows a marginal cognitive construction in scientific education from biologist - death. It considered as obvious that death is a theme that covers both the scientific education from biologist and the division of the subject, and concerns the splitting of the double life-death and the principles of inclusion and exclusion of the subject. Part of sensitive question: What is the epistemological weave who supports biologist's speech about death? It is constituted an object of study of the biologist s speech on death. It is advocated the thesis that: Death is an epistemological obstacle announcing for something always aims to escape from the perspective of knowledge, especially of scientific knowledge because, since it is understood as cognitive learning about the disruption of biological phenomenon life which is involved on weave of imaginary and symbolic constructions about the finiteness of life; it has constituted a metaphorical knowing - encouraged by the noisy silence - which does not allow to know in full, mobilizing hence subject in searching for transitional truths that reduce the ontological being-mortal anguish centered in subjective dimension involved in the act of knowing. From this movement of search that the object mental life after death wins a symbolic value that requires a real-looking multi-referential for the study of biology - life - and its implications: the finiteness of life, especially by moving the omnipotence of scientific objectivity expressed by signs and symbols that seek say the completeness of scientific knowledge-, signaling thus the existence of the dynamics of incompleteness implicit in subjectivity that supports knowledge relating to the double, life and death, and to the temporality of the existence of Homo sapiens sapiens, with the axis guiding the desire of the subject, do not want to know about death, implicit in the mechanisms objective-subjective founded by non-said of death is the epistemology of the existence of objective-subjective subject, whose core is the negation of death. The theoretical methodological knowing web is anchored in the multi-reference which favors a transit by theoretical current, as the Psychoanalysis, bachelardian philosophy, the epistemology of complexity, the Thanatology, the Social Psychology, and Etnocenology, and Understanding Interview. The unveiling of the study object from the analysis of oral speech of eleven biologists who serve in high school, from three main guiding: Death in the history of life,Death in biologist s academic education and, Conceptions about concepts

Cinema e educação :interfaces, conceitos e práticas docentes

This project goes beyond the interfacial field of cinema, History and education. We take as our object the epistemological potential of the cinema at the educational scenario, specifically the use of films integrated to the practices of History teachers and educative processes in which we have taken part as a builder. Our objective is to map, initially, the knowledge around this use to search a synthesis and its empirical application. From the methodological point of view, we have made use of different perspectives: (a) interviews with the educator subjects; (b) observation of their practices and formative circumstances; (c) filmic analysis and the relation of the cinema s epistemology with the other areas ones (initially History and further Journalism). Our analysis allowed us to portrait the film such as an epistemological-troubling category, what makes the cinema rather a builder technology and not simply a complementary and illustrative technological resource. Therefore, we have realized that the restriction to the cinema s educational function is linked to the restrictions to the theoretical categories to an only interfacial aspect: historical film as a film which portraits the past (at the historical field) and film on journalism as a film which approaches a single object of Journalism (at the journalistic field). These discussions happen, consequently, at the arena of the nature of cinema s genres (fiction and documentary), which are understood in a naïve way, simpler than its epistemological possibilities, boosted at this research when we analyze the confluence between fiction and reality. The reflections on educative practices and in formation related to the cinema had occurred in three empirical realities: research with professors in performance, practices docent s and accompaniment of students of history. Have to do with our personal career as a teacher and researcher and, when analyzed other practices, have become, unavoidably, the subject and object of this project

O ensaio jornalístico na revista Veja: uma análise multidimensional

This work has as objective generality to make a multidimensional analysis in the genre journalistic assay, communicative genre that, beyond complex and multimodal, presents hybrid characteristics. Specifically, with the intention to propose defining criteria of the cited genre, this research looks for to establish differences and similarities between the assay and other genres of the same sphere, from the description and interpretation of used multimodal resources. The analysis of the formal, schematical and rhetorical resources identified in the formatting of the journalistic assay sample that the analyses are supported in the socio-semiotic and socio-rhetorical approaches. In the formal dimension, we contemplate elements that constitute design of the text, including the forms of representation from the typography, the colors, images, as well as the aspects communicative-linguistics: the modalization indices, the communicative operators and the category time; in the schematical dimension, we present the organizational structure, considering the rhetorical movements postulates for Swales (1990) and in the rhetorical dimension we observe the categories: who writes, for who it writes, on what it writes and where writes. The adopted methodologicals postulates are of qualitative nature and the procedure is documentary, data that in we are valid them written texts of this genre as analysis object. Corpus it is constituted by a composed sample for 14 extracted texts of a set of 173 propagated journalistic assays weekly for the magazine Veja, in the period between August of 2004 and January of 2008. The analysis of the data showed that the journalistic assay, object of this study, materializes through multiple symbolic representations and multiple subjects that turn since a small episode of the daily facts of great social relevance in the present time, of historical and cultural nature, nationwide or international. Used for the first time by Montaigne in 1580, to assign, in saying of the proper author, written fast on its life and historical events, which could nor be remembered later , the term `assay' was enriched with other specifications, of form to enclose the one that if they call scientific assay today, academic assay, journalistic assay and other types of specific assays. These denominations have to see with the enrollment of the members of diverse of practices communities, in virtue of the multiplicity of activities carried through in these spheres. The conclusions the one that we arrive had been the following ones: 1. the discursive genre is not a pure entity, in virtue of the multiplicity of situations where the sorts if insert in the social actions; 2. the institutions define the configuration of one definitive genre, also its proper assignment, since for backwards of all discursive genre a voice exists to discipline - institutional voice, and in the case of the assays for analyzed us, the institutional voice if it presents, really, as a defining trace; 3. the journalistic assay, for its multiple symbolic representations, multiple subjects and for passing explicit or implicit opinions of its author, resembles it other genres, being able, therefore, to be inserted in a colony of opinionatives genres

Crítica ao fundacionismo cartesiano com base no argumento contra a linguagem privada

This assignment ains to prove the pertinency of using the wittgenstein´s argument against private language as a criticism to cartesian fundacionism. Therefore, I want to demonstrate in the first chaper the conceptual viability of facing the cartesian argument of cogito not as a simple silogism but as an exemple of a private experience (process of thinking). At the second chaper, the subordination of the argument against private language give us the idea that rules can only be followed by means of corrections givem by a linguistic community that is external to the private subject, in a way to be unviable the assumption that is possible to name an internal experience without searching external rules of the use of terms. At the chaper 3 the pertinency of the hypothesis raised by A. Kenny, about the overtaking of the argument against private language can be extended to the idea of epistemic and ontologic privacy that would lend validity to the fundacion present at the argument at the cartesian cogito. In oder to become evident the pertinency of use of Wittgenstein´s argument agaist Descartes´ fundation, it´s necessary, at the chaper 3, to demonstrate the impertinency of the objection to the A. Kenny´s hypothesis, based on the experiency of the thought of the brain at the recipient, to make clear the incompatibility existing between the cartesian idea of cogito and Wittgenstein´s notion that language is an activitie followed by rules, wich correction criterion may be external and intersubjective

O uso variável do modo subjuntivo em estruturas complexas

Pós-graduação em Estudos Linguísticos - IBILCE

Pescadores de homens: a produção da subjetividade no contexto institucional de um seminário católico

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)

O leitor de blog: um estudo com base nos blogs mais acessados do Brasil

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Contribuições ao estudo da ambiguidade da linguagem: uma proposta linguístico-educacional

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Um poema sujo passado a limpo!

O objetivo deste estudo é analisar um fragmento do “Poema Sujo”, de Ferreira Gullar, a partir dos postulados de Parret e Fontanille sobre o Sujeito da Enunciação e alógica do encadeamento passional que, juntos, estabelecem uma modalização do tempo capaz de criar um Sujeito Observador distinto do Sujeito Sensível, inserido no fluxo dos fenômenos, e do Sujeito da Enunciação. Palavras-chave: Sujeito Observador; temporalização; alvo; seqüência; espaço tensivo; visão perceptiva.

Modalidade: uma caminho para leitura em língua inglesa

Este artigo sugere, a partir de análise da operação de modalização, comum às diversas línguas, trabalho prático com texto, visando ao aprimoramento do ensino de leitura em língua inglesa.

A distribuição dos advérbios modalizadores na senteça: uma análise de base gerativa

Apresenta-se uma análise das possibilidades de distribuição dos advérbios modalizadores na sentença, comparando-se as línguas portuguesa e inglesa. A base do estudo é a teoria dos Princípios e Parâmetros, tomando-se como referência principal a hierarquia universal de Cinque (1999).

Bias na Representação de Assunto: Uma Discussão de Oposições Binárias nos Functional Requirements for Subject Authority Data (FRSAD)

Fundação de Amparo à Pesquisa do Estado de São Paulo (FAPESP)