Percursos de vida profissional: da formação inicial à entrada na carreira

Dissertação apresentada à Escola Superior de Educação de Lisboa para a obtenção do Grau de Mestre em Ciências da Educação - especialidade Supervisão em Educação

O contributo da publicidade na construção de marcas de luxo

Esta dissertação estuda de que forma a publicidade impressa contribui para a construção de marcas de luxo. Inicialmente é trabalhado o conceito de luxo de forma aprofundada, elencando os seus principais autores e respetivas teorias identificando ainda os principais atributos deste tipo de produtos e serviços. Posteriormente é desenvolvido o conceito de marca, em conjunto com os modelos de construção de marca, focando a análise do modelo proposto por David Aaker com o intuito de compreender melhor quais os principais ativos aos quais uma marca deve estar atenta se quer estar presente neste sector. Numa segunda parte deste estudo desenvolveu-se um método de investigação que engloba a análise de um corpus de 232 anúncios retirados da revista Wallpaper durante o ano de 2012. Trabalhou-se este conjunto de anúncios por um lado através de uma análise extensiva, quantitativa, e por outro lado através de uma análise semiótica, qualitativa. Procurou-se deste modo compreender o que torna único este tipo de marcas no que diz respeito ao contributo do seu discurso publicitário para a sua afirmação e posicionamento no sector do luxo. Através deste estudo foi possível identificar o importante contributo da publicidade para o sucesso, crescimento e manutenção de uma marca de luxo. Foi possível concluir que é determinante para este tipo de marcas manter de forma coerente e contínua a sua identidade ao longo do tempo. A narrativa publicitária em imagem impressa, assume-se como um importante agente comunicacional, possibilitando e potenciando ligações emocionais duradouras a longo prazo com os seus consumidores, consolidando a marca, e reforçando a sua identidade.

Literature, translation and national identity: Christina Rossetti and Rosalía de Castro in the work of Plácido Castro

Plácido Castro‘s work has aroused our interest, because it evolves around the question of Galician personality and identity. While working as a journalist and a translator or while writing essays on different literary issues, Plácido Castro has never forgotten his roots or his nation. One could even say that his whole life turns around Galicia. Our purpose is to make a critical analysis of his work, especially as a translator, and try to show how he used translation in order to develop national conscience and identity and to see how far his ideology interfered in the interpretation and translation of Rossetti‘s poetry, in which he found a great similarity with Rosalìa de Castro‘s work.

Memória e ficção narrativa: a história alemã revisitada através da literatura e do cinema

O presente trabalho procura, de forma sucinta, descrever o processo de confronto da nação alemã com o seu passado nacional-socialista, um processo que se tem vindo a desenrolar num âmbito político, jurídico e social desde há mais de seis décadas. Pretende-se ainda argumentar que o período em que a Alemanha viveu sob o domínio nazi, elemento incontornável da própria narrativa nacional, tem sido amplamente representado quer na literatura, quer no cinema, tanto por sujeitos da chamada primeira geração, como também pelas gerações que nasceram após 1945, indivíduos cuja influência do passado familiar e/ou interesse pela memória histórica do país constituem a matriz das suas obras.

Uma só palavra: experiência de narrativa dramática: trabalho de projecto

Trabalho de Projecto submetido à Escola Superior de Teatro e Cinema para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Teatro - especialização em Artes Performativas (Escritas de Cena).

Fazer uma história da própria vida. Narrativa pessoal e memória comunicativa em Paul Schatz im uhrenkasten

This essay offers a reflection on the concepts of identity and personal narrative, a line of argument that is closely interlaced with a subject‘s capacity to self-representation. As self-representation is necessarily composed upon remembrance processes, the question of memory as an element that directly influences the formation of an individual‘s identity becomes an emergent topic. Bearing this objective in mind, I shall highlight the notion of biographic continuity, the ability to elaborate a personal narrative, as an essential prerogative to attain a sense of identitary cohesion and coherence. On the other hand, I will argue that not only experienced memories play a key role in this process; intermediated, received narratives from the past, memories transmitted either symbolically or by elder members of the group or, what has been meanwhile termed ―postmemory‖, also influence the development of an individual‘s identitary map. This theoretical framework will be illustrated with the novel Paul Schatz im Uhrenkasten, written by German post-Holocaust author Jan Koneffke.

THE MAKING OF THE IMMIGRANT IDENTITY IN THE PRESS: Constructing the Immigrant Imagined Community

A dissertation submitted in partial fulfilment of the requirements for the degree of Master in Arts

Ambivalent Islam: the identity construction of Muslims under Portuguese colonial rule

This article wishes to contribute to the study of the historical processes that have been spotting Muslim populations as favourite targets for political analysis and governance. Focusing on the Portuguese archives, civil as well as military, the article tries to uncover the most conspicuous identity representations (mainly negative or ambivalent) that members of Portuguese colonial apparatus built around Muslim communities living in African colonies, particularly in Guinea-Bissau and Mozambique. The paper shows how these culturally and politically constructed images were related to the more general strategies by which Portuguese imagined their own national identity, both as ‘European’ and as ‘coloniser’ or ‘imperial people’. The basic assumption of this article is that policies enforced in a context of inter-ethnic and religious competition are better understood when linked to the identity strategies inherent to them. These are conceived as strategic constructions aimed at the preservation, the protection and the imaginary expansion of the subject, who looks for groups to be included in and out-groups to reject, exclude, aggress or eliminate. We think that most of the inter-ethnic relationships and conflicts, as well as the very experience of ethnicity, are born from this identity matrix.

Narrative Bifurcation, Cloud Computing Interfaces and Hitchcok

From a narratological perspective, this paper aims to address the theoretical issues concerning the functioning of the so called «narrative bifurcation» in data presentation and information retrieval. Its use in cyberspace calls for a reassessment as a storytelling device. Films have shown its fundamental role for the creation of suspense. Interactive fiction and games have unveiled the possibility of plots with multiple choices, giving continuity to cinema split-screen experiences. Using practical examples, this paper will show how this storytelling tool returns to its primitive form and ends up by conditioning cloud computing interface design.

Narrative Memory in Hyperfiction and Games

The aim of this paper is to address some theoretical issues concerning the narrative practice in cyberspace. From a narratological perspective it intends to clarify the functioning of time and space in storytelling. For that purpose it traces the concept(s) of memory inherited from rhetoric; the use of memory as a narrative device in traditional accounts; the adaptations imposed by hyperfiction. Using practical examples (including two Portuguese case studies - InStory 2006, and Noon 2007) it will show how narrative memory strategies can be helpful in game literacy. The main purpose is to contribute to serious game research and (trans)literary studies.

InStory – The Making of na Interactive Digital Narrative

Em cooperação com Glorianna Davenport do M.I.T. Media Lab

Perspectives of Identity in Julio Cortázar’s Rayuela

My aim was to produce a dissertation, based on Rayuela, which focuses on Cortázar’s questioning of identity. With this objective in mind, I have studied some of the salient elements in the novel that relate to this topic and the subsequent, interrelated, areas of study that arose in doing so. The cities of Paris and Buenos Aires are placed in contrast within the novel and reflect a dichotomy that reflects Oliveira’s condition as a “foreigner,” (more specifically as a South American in Europe). This duality is further reflected in Cortázar’s use of gender, and the development of the notions of active and passive, and an investigation into the traditional modes of thought, symbols, and stereotypes, and an open-ended questioning of their validity. These topics are framed by a notion of Judeo-Christian History that is in many ways flawed and, as such, contrasts with a more intuitive (or “oriental”) perception of reality, which is centred in figures such as la Maga. I found many explicit references to Zen philosophy, and related oriental references, that led me to believe that this area was worthy of further investigation. Rayuela is considered a classic novel within the canon of Spanish language literature. It’s famous “tabla,” like the rules for a game between the writer and the receptor that produce alternative readings, has led to many discussions regarding the novel’s structure and form, and also created a certain amount of polemic with the use of concepts such as the “lector hembra.” Many consider Cortázar a greater short story writer than a novelist, but nevertheless this novel had a profound effect on young readers upon its publication, much to Cortázar’s surprise, and continues to attract readers, dealing as it does with issues that continue to be relevant to many people.

On and off air: an ethnographic exploration of minority radio in Portugal

Taking a Media Anthropology’s approach to dynamics of mediated selfrepresentation in migratory contexts, this thesis starts by mapping radio initiatives produced by, for and/or with migrants in Portugal. To further explore dynamics of support of initial settlement in the country, community-making, cultural reproduction, and transnational connectivity - found both in the mapping stage and the minority media literature (e.g. Kosnick, 2007; Rigoni & Saitta, 2012; Silverstone & Georgiou, 2005) - a case study was selected: the station awarded with the first bilingual license in Portugal. The station in question caters largely to the British population presenting themselves as “expats” and residing in the Algarve. The ethnographic strategy to research it consisted of “following the radio” (Marcus, 1995) beyond the station and into the events and establishments it announces on air, so as to relate production and consumption realms. The leading research question asks how does locally produced radio play into “expats” processes of management of cultural identity – and what are the specificities of its role? Drawing on conceptualizations of lifestyle migration (Benson & O’Reilly, 2009), production of locality (Appadurai 1996) and the public sphere (Butsch, 2007; Calhoun & et al, 1992; Dahlgren, 2006), this thesis contributes to valuing radio as a productive gateway to research migrants’ construction of belonging, to inscribe a counterpoint in the field of minority media, and to debate conceptualizations of migratory categories and flows. Specifically, this thesis argues that the station fulfills similar roles to other minority radio initiatives but in ways that are specific to the population being catered to. Namely, unlike other minority stations, radio facilitates the process of transitioning between categories along on a continuum linking tourists and migrants. It also reflects and participates in strategies of reterritorialization that rest on functional and partial modes of incorporation. While contributing to sustain a translocality (Appadurai, 1996) it indexes and fosters a stance of connection that is symbolically and materially connected to the UK and other “neighborhoods” but is, simultaneously, oriented to engaging with the Algarve as “home”. Yet, besides reifying a British cultural identity, radio’s oral, repetitive and ephemeral discourse particularly trivializes the reproduction of an ambivalent stance of connection with place that is shared by other “expats”. This dynamic is related to migratory projects driven by social imaginaries fostered by international media that stimulate the search for idealized ways of living, which the radio associates with the Algarve. While recurrently localizing and validating the narrative projecting an idealized “good life”, radio amplifies dynamics among migrants that seem to reaffirm the migratory move as a good choice.