Semiótica e administração: a comunicação e o relações-públicas como forma de gestão

This work has as objective understand the role of chief public relations professional in the design of strategies for an organization considering the theories of semiotics, particularly the concepts of Firstness, secondness and Thirdness defended and presented by Charles Sanders Peirce, and business administration. We will give attention to the process that the public relations of an organization sets the detection of a problem / opportunity until the moment that takes science for all individuals and is resolved / utilized in an organization. Then to better illustrate the concepts presented, it has been a case study of the performance of a public relations professional in an organization, and its importance in her career

Semiótica e poética na poesia pastoril de Virgílio: o recurso da figuratividade

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

A organização e seus relacionamentos: uma abordagem semiótica do conceito de público

The organizations now have felt some needs in regards to changes in attitudes in what refers to the relationship with their interest publics. In this way, this work has as objective approach different themes, like concepts of organizational culture and the interrelations with the profession of Public Relations, besides the contact with notions in the area of People Management and human capital. As all organizations are constituted by interest publics, it will also demonstrate theories that refer to the different kinds of publics which the organization maintains relationship with, although, giving special attention to the internal public, considered one of the main types of public. For better comprehension of the performance of the internal public it was used the greimassian narrative semiotics that allow an exploration and analysis os diverse procedures made by such public. Therefore, it was possible to observe a great contribution from the theory in what refers to the assertion of the importance in maintaining good relationships with the employees of an organization, specially to affirm the identity of the employee making use of factors such as culture, values, principals, norms etc. Thus, it is believed that the strategic communication must be used with the intention of proportioning personal and professional well being to the employees, in a way that they may feel more and more integrated and committed with the organization, granting, like so, the organizational development and recognition

Crítica em perspectiva semiótica: o caso de Barbara Heliodora

This research aims to analyze, based on the theories of French semiotics (or greimasian), the development of the critical text by Barbara Heliodora and drama criticism, a very popular genre in journalism and therefore of great relevance for scholars in the area. The corpus of this research will analyze nine texts by the author, giving priority to her early career (texts from 1957, 1958 and 1962) and her most recent texts (two from 2007 and one from 2010). The choice for greimasian Semiotics is justified because it is a methodology that provides all the necessary elements for interpretation of textual content and its relationship both in the business of the theater and journalism

O fantástico em Coraline: uma análise semiótica

The English writer Neil Gaiman has a varied background in various genres of literature and comics. His novel Coraline (2002) was considered a bestseller and received numerous adaptations, including versions for the comics (U.S., 2008, illustrated by P. Craig Russelle) and for a musical off Broadway (USA, 2009). The object of analysis chosen for this research was the adaptation of Coraline for film, Coraline (U.S., 2009), stop motion animation directed by Henry Selick. In the eyes of the general public the film stands out for being an engaging animation. Under a closer look, Coraline becomes a valuable object of study that incorporated the technique of stop motion at the same time that modernized the fantastic genre, usually directed to children and youth, but in that case, reaches many audiences. The objective of this research is to analyze the animation based on theory of origin greimasian, focusing on the narrative that constitutes the fantastic genre in order to infer the regularities of genrer and the specificities of audiovisual product

Imagem e comportamento do vampiro contemporâneo: uma análise semiótica

O presente trabalho propõe discutir as produções literárias contemporâneas sobre a temática do vampirismo. Este estudo se fundamenta em análises de textos por meio da observação das práticas discursivas que os constituem. Tomando como corpus os romances Crepúsculo e Lua Nova de Stephenie Meyer, as observações partem dos pressupostos teóricos da Semiótica Discursiva e da Análise do Discurso, aos quais são incorporados estudos sobre cultura, sociologia e identidade. Parte-se do princípio de que o discurso é produto da cultura e, desse modo, incorporam-se a ele fatores históricos e sociais. Por essa razão, torna-se importante examinar os elementos dialógicos e intertextuais dos textos anteriormente apontados em relação às outras produções que tratam do mesmo tema e de outros possíveis, encontrados no corpus. Assim, busca-se compreender primordialmente os mecanismos fundamentais que tornam o texto um objeto de comunicação e de significação

O processo de compreensão de texto de ficção científica na década de 30: Admirável Mundo Novo à luz da teoria semiótica

This paper is result of an analysis of the Brave New World by Aldous Huxley, made based on the perspective of discursive semiotics. For both, the elements of the generative course of meaning were applied, particularly those in works of Barros (2001) and Fiorin (2000). In view of that each of the three levels (elementary, narrative and discourse) of semiotics approach are considered capable of independent descriptions, we sought through the (re) construction of meaning of specific parts of the work and also the relationship of its thematic route with the time it was composed, found that, as a result of this work, the relationships between fiction and reality and thus the relevance of the work of Aldous Huxley

O estilo do rei: o diálogo entre O Rei Leão, da Disney, e Hamlet, de Shakespeare, sob uma perspectiva semiótica

This work consists of a semiotic analysis of the animation motion picture The Lion King (1994), by the Walt Disney Animation Studios, describing its intertextual relation with Hamlet, by Shakespeare, considering Disney’s individuality, its style. In order to study style in texts, we use discursive semiotics theory, highlighting Discini’s work (2013) and the concept of discursive settings. Hence, a deep discussion about The Lion King’s style, compared to the Shakespeare’s play, is established. The movie, once a syncretic text, requires advanced studies on Expression Plane, its plastic, musical and verbal/phonic aspects. We find these studies in the work of José Luiz Fiorin (2009), Lúcia Teixeira (2009), Ana Claúdia de Oliveira (2009), Jean-Marie Floch (2009) and Antônio Vicente Pietroforte (2008). We note how a syncretic text makes the discursive settings more complex by assembling plastic and sonorous materials in semissimbolic relation. Once defined The Lion King’s style, we analyze the way it justifies the intense popularity of this kind of animation features. Finally, it is important to understand how Disney uses in its style not only discursive settings, but also passional settings, revealing its own way to stir emotions on the spectator

A norma jurídica à luz da Semiótica de Peirce: um estudo de caso

Pós-graduação em Filosofia - FFC

Análise semiótica do conto Passeio Noturno, de Rubem Fonseca

This paper presents an analysis of the short story Passeio Noturno I, by Rubens Fonseca, from the gerative way of sense, oriented by Greimas´ postulations of generative semiotics. For the semiotics, discourse is conceived as a superposition of levels of diferent depth which are articulated according to a way which goes from the abstract to the concrete (BARROS, 2001). Following the notion of gerative way, the analysis of the short story is three folded: the level of fundamental structures, the level of the narrative structures and the level of the discursive structures. The subject matter that underlies the structure of the short story refers to a critique of the violence present in capitalist society in which "voices of culture" coexist with "voices of barbarie".

Metalinguagem semiótica: empréstimos e redefinições

This paper deals with the issue of terminology and conceptualization in the construction of the semiotic metalanguage. The starting point of this discussion is the scientific thought of C. S. Pierce, R. Bastide and É. Benveniste, who understand that the creation of a new science requires a new and precise terminology. This position is relativized and magnified by the point of view of A. J. Greimas, who defends the centrality of the conceptualization rather than the formalization and the terminological production. Thus, this study proposes and analyses two types of metalinguistic elaboration based on the dialogue with previous theories and disciplines: the borrowing and the redefining.

O processo de aprendizagem em práticas de ensino por investigação: interpretações a partir da abordagem fenomenológica e semiótica social

Pós-graduação em Educação para a Ciência - FC

Cinema hollywoodiano no século XXI: o ritmo em abordagem semiótica e os filmes mais vistos de 2001 a 2010

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A crença religiosa sob a perspectiva semiótica de Peirce

Current paper presents the relationships between beliefs, specifically religious ones, and the Peirce’s theory of interpretants. It is assumed that religious belief emphasizes the emotional aspect of faithful, preventing criticism and change of habit. According to the author, the nature of cognition is contrary to the determination of this kind of belief since it is based on the method and fallibility of hypotheses. It is not enough for the method to deduce its consequences but seeks the inductive verification of their results in the long run and through the community of beings who thinks through signs. The problem of religious belief is the acceptance of a transcendent world and intuition which guides behavior. The vague idea of God is not submitted to scientific hypotheses but, engendered by religious systems, it creates signs whose emotional appeal is evident, redirecting it to its own target principles. Therefore, is repeats the success achieved in the past by dogmas, which were effective to appease the anguish of the believer and reproduce order. Knowledge should not have any boundaries because it is grounded on the method and cognition of reality.

A propaganda institucional como instrumento das relações públicas: análise semiótica da campanha comemorativa aos 60 anos da Petrobras

The developed research aims to analyze clippings of Petrobras' commemorative 60th anniversary campaign, entitled Gente, é o que inspira a gente., launched in 2013, using concepts of institutional advertising from the perspective of semiotics. The company was chose due to its traditionalism and strength within and outside the country, being one of the 20 largest in the world. During the study, it will be covered topics such as organizational communication and institutional advertising. From analyzing three parts of the Campaign, which aims to influence public opinion about the organization, associating her concepts or images that benefit the way Petrobras is seen. To analyze the effectiveness and efficiency of the campaign, it was chosen as methodological method, the semiotic studies of Charles Peirce, with his concepts of firstness, secondness and thirdness. This approaching intention of its audience is clear in this campaign not only with the participation of employees and signs that compose it, but also with the dissemination of information about the company, such as history, data, policies, methods and services provided, transmitting effectively its essence as a company, through its mission, vision and explicit and implicit values in messages