COMUNICAÇÃO EMPRESARIAL, INTERATIVIDADE E REDES SOCIAIS: ESTUDO DE CASO DA EMBRAPA SOLOS

Esta pesquisa tem o objetivo de analisar como a interatividade e a transparência passaram a ser os novos paradigmas da comunicação empresarial e a forma como as empresas estão lidando com esta nova realidade, manifestada com o surgimento e proliferação das redes sociais. Não apenas a comunicação corporativa, mas o marketing e o atendimento ao cliente foram profundamente afetados pela Web 2.0 e este trabalho procura fazer uma reflexão deste novo momento, ao optar por um estudo qualitativo, onde foram aplicados questionários estruturados e semi-estruturados, além da observação participante. Trata-se de um estudo de caso na Embrapa Solos, o primeiro centro de pesquisa da Empresa Brasileira de Pesquisa Agropecuária a implantar blogs corporativos quando pouco se falava no assunto. Nos últimos cinco anos, desde que os primeiros posts foram publicados, muita coisa mudou na delicada balança de poder x informação/ empresa x consumidor. Este estudo conclui que apesar dos avanços que os blogs proporcionaram não só à Embrapa Solos, mas em outras empresas que adotaram esta e outras redes sociais, ainda há um longo caminho a ser percorrido, de horizontalização de estruturas e real democratização da informação.

Direitos fundamentais sociais no Brasil: desafios e mecanismos para sua concretização

The work referred to above, in order to contribute to the legal issues, economic, political and social of the violation of social rights, performs even firmer approach to various implementation mechanisms of social rights in Brazil. Therefore, it begins the study dealing with aspects and important characters of the rights under discussion, as its normative forecast, concept, classifications; respect of social rights with the existential minimum; the principle of reservation of the possible and the need to use this principle as optimization commandment of state resources and the deficit of the realization of social rights in the country. This, in later chapters, in an interdisciplinary approach, challenges and proposals for the realization of social rights by bringing in each chapter, mechanisms for such implementation. That way, as a general objective, it has been to contribute to the discussed problems, when present proposals for the realization of social rights in the Brazilian context. As specific objectives, as well as record the key aspects of the rights in allusion, the one has to promote the perspective of economic development and taxation as posts instruments that the State must be focused on the promotion of social rights by registering in this context that nonexistent economic development without reducing poverty, misery and social inequality and adding that there should be a directly proportional relationship between the tax burden in the country and the human and social development index; analyze the achievement of budget control as essential and healthy measure for the realization of social rights; highlight the importance of society to the achievement of unavailable social interests, affirming the need for the implementation of participatory democracy and, in this line, brings knowledge of the Constitution and the constitutional sense as elements that provide the constitutional progress. Finally, it presents a study on public policies, considering that these are equivalent to the primary means of the promotion of social rights. That way it analyzes the stages that integrate public policies, ranging from the perception of social problems for evaluation and control of the policies implemented; debate about the administrative discretion in when it comes to public policies; brings the classification of essential public policies, the relationship of these with the existential minimum, control parameters and, finally, the legalization of public policy, regarded as legitimate to remedy the unconstitutional state failure and give normative effectiveness and strength to the defining constitutional rules for fundamental social rights. It uses to achieve the objectives outlined, the bibliographic and normative approach method and performs an analysis of jurisprudence related understandings to matter. In the conclusions, it rescues the most important aspects elucidated at work, with the aim of giving emphasis to the proposals and mechanisms that contribute to the solution of the discussed problems.

A produção audiovisual do #foramicarla: características da apropriação do vídeo nos movimentos sociais em rede

Este trabalho se debruçou sobre a produção audiovisual das movimentações de protesto ocorridas em Natal, capital do Rio Grande do Norte, entre maio e junho de 2011, denominadas #ForaMicarla. Objetivou-se caracterizar esta produção numa tentativa de responder o porquê e como eles lançaram mão do vídeo em suas ações, sob as hipóteses de que a midiatização e o acesso facilitado a estas tecnologias tinham a ver com suas opções. Lançou-se mão de procedimentos histórico-dialético e teoria fundamentada (Fragoso, Recuero e Amaral), a partir das técnicas de observação não-participante, aplicação de questionário e entrevistas em profundidade. Posicionou-se estas movimentações sociais em redes, na conceituação de Castells, dentro de uma perspectiva da contra-hegemonia como uma Mídia Radical (Downing), sendo um Audiovisual de Combate (Bustos). Esta mídia possui as características do Novo Protesto (Assis), inserido no contexto da midiatização da sociedade de Verón e Sodré. Tentou-se também identificar historicamente as origens do poder hegemônico e a estrutura oligárquica, coronelística e familiar que fundou o poder no Brasil, apropriando-se do conceito de Coronelismo Eletrônico de Lima e Lopes e Assistencialismo Midiático de Guareschi, Dias e Hartmann. Através dos dados obtidos houve a emersão das categorias para análise deste tipo de audiovisual.

Marketing político e mídias sociais: as estratégias utilizadas no facebook e twitter de Cássio Cunha Lima PSDB/PB, nas eleições de 2014

This dissertation aims to analyze and understand the process and practices of political marketing strategies applied to social media facebook and twitter Cássio Cunha Lima - PSDB candidate for governor of Paraíba, in the 2014 elections The work is divided into three parts . The first two chapters, both of theoretical nature, underlie the discussion about the use of the Internet as a campaign space and political marketing campaign as well as the different communication strategies and electoral marketing already presented in the literature. Following, is dedicated to a topic for the presentation of the methodology and subsequently makes the discussion of empirical data analysis. Finally, we present the conclusions. The analysis takes as its starting point the models Figueiredo et al. (1998) and Albuquerque (1999) to observe the traditional strategies and suggests the inclusion of typically recorded on the Internet strategies. The methodology used for the analysis was the qualitative and quantitative content from variables that we list different campaign strategies. In order to achieve the purpose of this research, we conducted a case study as an analytical object online campaign Cássio Cunha Lima. The case study took place from the construction of a candidate's biographical and political profile, presented and discussed in the text. This research also made use of virtual ethnography. Therefore, were monitored social media facebook and twitter that political, with the help of image capture program - Greenshot by creating pre-defined categories of analysis, for example, calendar, prestige and support, negative campaign , engagement, among others. The period chosen for monitoring the candidate's official profiles was from 24 August to 28 October 2014, because it holds the pre, during and post-election where there was greater candidate drive level and his team marketing in social media selected for analysis. The results indicate that mobilization strategy (online and offline), merged with the promotion schedule, it is predominant in the social media Cassio. They also indicate that they do not show the failure of the campaign of the candidate in 2014.

MARCAS ORGANIZACIONAIS E A AGREGAÇÃO DE VALOR INSTITUCIONAL POR MEIO DO INVESTIMENTO EM AÇÕES SOCIAIS ALTERNATIVAS

Em um cenário de mercado com alta competitividade e saturação, marcas e seus valores podem ter um papel decisivo na diferenciação e decisão de compra por parte dos consumidores. As marcas devem entender a necessidade da responsabilidade social e se preocuparem com questões sociais e ambientais, caso contrário, podem ser vistas com negatividade, isto é, como corporações que só desejam lucrar. Para compreender o espaço das marcas organizacionais na sociedade contemporânea, esta pesquisa apresenta um resgate de evoluções históricas, sobretudo nas últimas décadas, para mostrar os consideráveis progressos no modo de pensar em relação aos valores das marcas, ao relacionamento com públicos interessados e à sociedade em geral. É a partir destas análises que se apresenta a importância do investimento em causas sociais não como obrigação ou autopromoção, mas como abordagem que deve se tornar premissa básica e parte da cultura das organizações. O recorte desta pesquisa volta-se ao estudo de causas sociais menos difundidas ou de menor reper- cussão midiática, procurando verificar se o investimento nessas causas podem se refletir em valores para marcas, assim como se espera do apoio a causas mais conhe- cidas, como por exemplo, o câncer, a pobreza ou a fome. O estudo se complementa a partir de entrevistas em profundidade com executivos do Grupo Abril e da Volkswagen do Brasil para avaliar como estas organizações se posicionam frente à possibilidade de investir em causas menos conhecidas, como o daltonismo

Teachers thinking together: novas tecnologias aplicadas à formação continuada de professores de língua inglesa

Acompanha: Teachers thinking together: novas tecnologias aplicadas à formação continuada de professores de língua inglesa

Trajetória do crescimento da cidade de Colatina

It approaches the growth of the city of Colatina-ES, the county seat that has urban economy and urban population, and territory with most of the rural area. Rural areas, however, contribute little to the city s economy and are largely environmentally degraded, idle and waiting for recovery. The objective is to understand the growth of the city of Colatina, and the factors and consequences of this growth. Land division projects, investments and interventions in urban and rural areas were collected for the analysis. As a median-sized city characterized by central and regional polarity, but outside of the main investments in the state, Colatina seeks to take advantage of its situation of commercial warehouse city and road junction to stay alive in the regional economy. The citys economy is based on trade and services, but seeks to attract investment to the industry and logistics. The expansion of the city since the early formation follows the road system, which creates a dispersed spatiality. The characteristics of the urban growth of Colatina are the result of economic development strategies, interests in the property market and a government that abstains from urban control. These factors lead a sprawl urbanization that presents itself costly and not sustainable for urban and rural areas because it creates segregation, higher infrastructure costs, low-density and monofunctional urban spaces, pollution, and worsening of environmental depletion. The challenges for sustainable growth of the city of Colatina depends on a municipal and regional planning, which qualifies and diversifies its urban areas, avoids unnecessary expansion of the urban perimeter, retrieves its environmental degraded areas and leverages the agricultural activities in a productive and less aggressive way to the environment

Ocupação urbana em áreas de preservação permanente : o caso do manguezal da área continental de Vitória/ES

This research aims to diagnose the environmental impacts caused by the growth of urban occupations over the mangrove in the continental area of Vitória. It is justified by the gradual degradation of mangroves in Vitória that has inestimable importance to the landscape, to the environment and to the economy. With the growth of urban population in Brazil and around the world, researches like this, about environmental management, are essential to allow cities to grow more sustainably and well planned. The thesis was initially based on the study of occupations of Permanent Preservation Areas in general, with the presentation of the basic concepts and reflections, and later on territorial analysis of some protected areas and their surroundings, and the study of the empirical object, a polygon that covers urban areas and mangroves on the continental part of Vitória. The study hopes to promote a reflection and a discussion about the importance of maintenance of protected natural areas inside the cities, generating knowledge about the importance of mangrove and diagnose how it has been urbanized, protected or degraded over the years

Fluxos globais e intra-urbanos : subsídios para seu planejamento em Vitória

One is about a study of the interactions and conflicts between the distinct scales of the flows of the global production and urban mobility on the territory of the city, particularly of Vitória, Espírito Santo. From this analysis of the consequences of the new technologies of the information, of the communication and the transports on the economic and humans relations, if it considers the study of the characteristics of the two layers that act on the territory. Of the scale of the global production, the impacts of the great corporations, its physical nets and its force had been considered as territorial agent in the creation and sponsorship of plans. In the analysis of the place, the intra-urban movements of human displacements e had been considered, mainly the reasons of the trips. From the overlapping of the above-mentioned layers if it looked for to observe the interactions, conflicts and synergies between the layers the intervention in the flows demand of a coherent planning of the atract regions of trips, so that areas with infrastructure lack and services of public transport are not overloaded. Finally, as objective generality, generate with the basis in the interactions found in the overlapping, a list of subsidies for the planning of the urban flows.

Cidade-paisagem : novas perspectivas sobre a preservação da paisagem urbana no Brasil

The edification of the landscape in the scientific and social field, in speech as in the method, is taken in this study as a complex process, from which were developed relationships of dominance on the perception of space, which persist strongly consolidated, since the genesis of the conceptual practice till its actual praxis. Historically, the landscape studies took place slowly, immersed in many questions, in face of the multiplicity of meanings that the concept offers. In the psyche, the notion of landscape is present since a long time ago, as an unconscious human being practice, even before any ideological hypothesis formulation. However its materialization in the social conscious will come only from painting, and specially with the perspective, through the technicity of the view, at first wandering the infinity, now ordained in a frame‟. Since then, the landscape is perceived according to the order of the view, as the equivalent of nature and beauty, assuming at the same time, an important symbolic value, since it is linked to mnemonic and subjective processes that the being build with the territory. The domain on this space-cognitive experience, characteristic of the contemporary, consolidates in the social imaginary, building consensus on the landscape, whose aesthetic references make a cultural appeal, very pertinent to the actual capitalist dynamics of production the space worldwide, mainly of the spectacle and commodification of cities promoted by the city marketing. In Brazil, this consensual ideology of the landscape surpass the social imaginary and also dominates the political imaginary, whereas the main instrument for preserving the landscape, Decree-law 25, from November 30, 1937, and its limit to those of exceptional value or remarkable feature. The analysis of the processes for putting under governmental trust for inscription of goods by the landscape value, reveals the dominant, if not exclusive, adoption of selection criteria related to aesthetic aspects. Abstain, therefore, from what the nation considers patrimony , other landscapes that, besides not having, at first, remarkable aesthetic value, play a crucial role as an inheritance from ancestor relations between man and space and pre- existing condition for the same present and future relations. From this historical background, the research seeks to transfer into contemporaneity, the ideological analysis of the concept and its relation with the building of the landscape in the collective imaginary, in order to recognize, in current practices to landscape preservation, as much this genesis, rooted in aesthetics, remains strongly consolidated, feeding the current dynamics of consumption and commodification of the city. Therefore, as preliminary conclusion, one can state that the identification of landscapes of different value, especially aesthetic, maintains and intensify the treatment of the city as an object, a standard‟ commodity to be sold / traded on the world market, in detriment of its recognition as a dynamic process that, even though inserted in the global context, develops specificifities and peculiarities, inherent to the production of space, as Lefebvre preconizes, that is, to the production of life, social product , as characteristic, dissent generator

O novo paradigma do saber e os dispositivos urbanos para uma cidade educadora

Discusses the formation of urban apparatus that have characterized promote interaction, connection, inclusion and learning within the new paradigm of knowledge, which corresponds to the process of involvement/ knowledge propagation between space and urban space, caused by various combinations. Rescues the importance of physical space in the contemporary city before the increasing spread of cyberspace as one that many theorists seem to be the future of humanity. It also discusses the importance of knowledge in various fields such as Philosophy, Sociology, Education, and especially the Architecture and Urbanism, highlighting the need to think about the city according to this status of knowledge. Shows how the apparatus are found in urban public policy agenda. In this context, used as a model the polygonal 1 of the city of Vitória, consisting of eight communities that call themselves Território do Bem, focusing on how ownership and endogenous production of spaces contribute to the formation of urban apparatus. Also shows the performance of the city of Vitória through the Multiyear Plan 2010/2013, pointing out the actions and the programs that contribute to the formation of urban apparatus. The results show that the apparatus are tools of participatory urban management and city planning, contributing to the process of autonomy and social emancipation

A dimensão urbana da arquitetura : ambientes de transição

The present work aims to discuss the urban dimension of architecture and to investigate the role of the architectural spaces in the quality of life in between buildings and their environments. It investigates the transitional spaces between building and thoroughfare; building, thoroughfare and built environments located on the ground level of the buildings, and the potential they have to modify (individually or in groups) the environment where they are. For that, the research studies aspects of the architecture that urban buildings (individually or in groups) have and the inference of the morphology, building type and urban environment quality within the extended context of the Brazilian contemporary city. The analysis of the relation between building, thoroughfare and adjacent surroundings will be performed by the lights of, the evolution they have suffered since European urban spatial interventions that took place in the 19th Century; the morphological rupture on the traditional modern city of the 20th Century; the Brazilian experience focused on edifices, by showing analysis of a group of buildings, in their majority, iconic examples of Brazilian architecture from the 1930s onwards; and finally by an extensive investigation on the micro areas that have been selected in the Camburi region, in the city of Vitória-ES, focused on the characteristics of their architectural complex. As a preliminary conclusion, it can be stated that architecture cannot determine the quality in urban life and in its environments by itself, but because of its architectural and urban configuration of space, it may contribute to quality of environment in its surroundings

Fatores que influenciam a intenção de compra online: aplicação de um modelo adaptado de aceitação da tecnologia para o comércio eletrônico

This research aims to understand the factors that influence intention to online purchase of consumers, and to identify between these factors those that influence the users and the nonusers of electronic commerce. Thus, it is an applied, exploratory and descriptive research, developed in a quantitative model. Data collection was done through a questionnaire administered to a sample of 194 graduate students from the Centre for Applied Social Sciences of UFRN and data analysis was performed using descriptive statistics, confirmatory factorial analysis and simple and multiple linear regression analysis. The results of descriptive statistics revealed that respondents in general and users of electronic commerce have positive perceptions of ease of use, usefulness and social influence about buying online, and intend to make purchases on Internet over the next six months. As for the non-users of electronic commerce, they do not trust the Internet to transact business, have negative perceptions of risk and social influence over purchasing online, and does not intend to make purchases on Internet over the next six months. Through confirmatory factorial analysis six factors were set up: behavioral intention, perceived ease of use, perceived usefulness, perceived risk, trust and social influence. Through multiple regression analysis, was observed that all these factors influence online purchase intentions of respondents in general, that only the social influence does not influence the intention to continue buying on the Internet from users of electronic commerce, and that only trust and social influence affect the intention to purchase online from non-users of electronic commerce. Through simple regression analysis, was found that trust influences perceptions of ease of use, usefulness and risk of respondents in general and users of electronic commerce, and that trust does not influence the perceptions of risk of non-users of electronic commerce. Finally, it was also found that the perceived ease of use influences perceived usefulness of the three groups. Given this scenario, it was concluded that it is extremely important that organizations that work with online sales know the factors that influence consumers purchasing intentions in order to gain space in their market

Femininos de montar - Uma etnografia sobre experiências de gênero entre drag queens

The paper presents a discussion about gender and body in the drag queens experience at Natal city (RN). From the different concepts that characterizes the identity processes on subjects who perform gender transformation (transvestites, transsexuals and female impersonators), the justification for studying the drag character is observed as a means to understand matters that are important when you take such a position. Therefore, there is a need for a linkage between the various concepts responsible for this definition, in addition to considering the historical and cultural process responsible for the creation of such categories, identities and stereotypes among these individuals. In this sense it will be possible to carry out a critical analysis on the different social loads present in each representation, and understand what is at stake in the attribution of classifications and terminologies that are applied to different expressions of metamorphosis. This ethnography considers the debate from a field research conducted at LGBT social establishments and other performance spaces of these people, verifying their dynamics in these places and investigating relationships between performers, personas and characters and also backstage scene in which they participate

O algodão sem veneno do assentamento queimadas, na Paraíba: agentes sociais, alinhamento em rede, produção e comercialização

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior