Políticas de recursos humanos do Banco do Brasil: o discurso e a prática, caminhos de compatibilização

This study has as objective to present a proposal to analyze the politics of the Human Resource of the Bank of Brazil utilizing the Theory of sign" (semiotic) as a theory tool, connecting to the organizational usages that had been historically stable and a new speech from the directory body that search for excellence and modernity. It¿s necessary to identify the adequate strategies to manage human resources in a businesses considered excellent and that the Bank search to utilize (benchmarking), doing a semiotic cut, in other words, isolating the communicative aspect, to find how she produces the understanding of what really need to be done at the company. If the purpose of the Bank of Brazil is to reunite an associated team, guided to results progressively better, that makes it even more competitive, and achieve its mission "to be the solution to services and the finance intermediation, to attend the expectation of clients and shareholders, to fortify the liability between the public functionary and the company and to be useful to society", should implement a model weaved in the daily one of organization to start from the creation of adequate institutional channels rewards (promotions, direct or indirect salaries, training) that privilege the aptitude an constant learning. Through the bibliographical research, will be looked to select illustrious representative texts of the specialized literature that corroborates the idea that the Bank of Brazil possess the necessary management tools to a good management of Human Resources, lacking adjust them, through the acquisition of abilities. For in such a way one will search in internal documents, data on the management of the company, interpreting them to the light of the bibliographical research. Finally it will be included participant comment as link between the theory and the practical one, the speech and the action."

Terceirização e satisfação com o trabalho

Este trabalho tem como objetivo principal analisar a relação existente entre Terceirização e Satisfação com o Trabalho. Considerando que a Terceirização é uma técnica presente na grande maioria das organizações, espera-se mostrar se a mesma influencia ou não a satisfação demonstrada pelos empregados em relação ao trabalho. Foi utilizada a Escala de Satisfação no Trabalho – EST, criada por Siqueira, no questionário aplicado a funcionários terceirizados e não terceirizados. Trata-se de uma escala multidimensional composta por cinco dimensões da satisfação com o trabalho: em relação aos colegas, ao salário, à chefia, à natureza do trabalho e em relação às promoções. Foi obtido um total de 77 respostas válidas de profissionais de empresas distintas. O resultado final mostrou que ambos os tipos de funcionários – próprios e terceirizados – são indiferentes em relação ao trabalho. Os resultados de cada dimensão mostraram pequenas diferenças entre os dois tipos de funcionários. Ao longo do trabalho, foram apresentados diversos aspectos relacionados ao processo de terceirização como as razões, vantagens, desvantagens e erros cometidos.

Effect of price and in-store promotion on sales: a study of distinct regions in an emerging market

Increasing competition caused by globalization, high growth of some emerging markets and stagnation of developed economies motivate Consumer Packaged Goods (CPGs) manufacturers to drive their attention to emerging markets. These companies are expected to adapt their marketing activities to the particularities of these markets in order to succeed. In a country classified as emerging market, regions are not alike and some contrasts can be identified. In addition, divergences of marketing variables effect can also be observed in the different retail formats. The retail formats in emerging markets can be segregated in chain self-service and traditional full-service. Thus, understanding the effectiveness of marketing mix not only in country aggregated level data can be an important contribution. Inasmuch as companies aim to generate profits from emerging markets, price is an important marketing variable in the process of creating competitive advantage. Along with price, promotional variables such as in-store displays and price cut are often viewed as temporary incentives to increase short-term sales. Managers defend the usage of promotions as being the most reliable and fastest manner to increase sales and then short-term profits. However, some authors alert about sales promotions disadvantages; mainly in the long-term. This study investigates the effect of price and in-store promotions on sales volume in different regions within an emerging market. The database used is at SKU level for juice, being segregated in the Brazilian northeast and southeast regions and corresponding to the period from January 2011 to January 2013. The methodological approach is descriptive quantitative involving validation tests, application of multivariate and temporal series analysis method. The Vector-Autoregressive (VAR) model was used to perform the analysis. Results suggest similar price sensitivity in the northeast and southeast region and greater in-store promotion sensitivity in the northeast. Price reductions show negative results in the long-term (persistent sales in six months) and in-store promotion, positive results. In-store promotion shows no significant influence on sales in chain self-service stores while price demonstrates no relevant impact on sales in traditional full-service stores. Hence, this study contributes to the business environment for companies wishing to manage price and sales promotions for consumer brands in regions with different features within an emerging market. As a theoretical contribution, this study fills an academic gap providing a dedicated price and sales promotion study to contrast regions in an emerging market.

O Planejamento estratégico sem plano: ícones urbanos e dinâmica imobiliária em Natal

The model of strategic city planning is applied to Latin American and Brazilian cities since the 1990s. Notwithstanding, in many cities, the production of space has not followed the international model stricto sensu, but a variation of the model, here called, strategic city planning without a plan or peripheral (or yet incomplete) urban entrepreneurialism . This seeks to build city attributes in order to qualify cities for the competitive international and/or regional markets. This includes the production of iconic buildings and structures, here called urban icons. They rapidly become symbols in the contemporary city landscape, facilitating the promotions of the city for tourism and business. This also helps produce charismatic leaderships. However, what it does best is to promote real estate development. This dissertation seeks to understand the role of iconic buildings in the promotion of real estate business in Natal, especially how it helps to fuel prices in the market. The research is done by use of interviews with civil servants and private entrepreneurs related to real estate business

Come-See-Me Festival Records - Accession 1408

The Come-See-Me Festival Records consist of papers, photographs, meeting minutes, scrapbooks, media kits, publicity kits, awards, applications, invitations, bylaws, guidelines, histories, correspondence, promotions and advertisements, posters, and memorabilia from the Come-See-Me Festivals from the 1980s to 2013.

Essays on Personnel Economics and Gender Issues

This thesis consists of four self-contained essays in economics. Tournaments and unfair treatment. This paper introduces the negative feelings associated with the perception of being unfairly treated into a tournament model and examines the impact of these perceptions on workers’ efforts and their willingness to work overtime. The effect of unfair treatment on workers’ behavior is ambiguous in the model in that two countervailing effects arise: a negative impulsive effect and a positive strategic effect. The impulsive effect implies that workers react to the perception of being unfairly treated by reducing their level of effort. The strategic effect implies that workers raise this level in order to improve their career opportunities and thereby avoid feeling even more unfairly treated in the future. An empirical test of the model using survey data from a Swedish municipal utility shows that the overall effect is negative. This suggests that employers should consider the negative impulsive effect of unfair treatment on effort and overtime in designing contracts and determining on promotions. Late careers in Sweden between 1970 and 2000. In this essay Swedish workers’ late careers between 1970 and 2000 are studied. The aim is to examine older workers’ career patterns and whether they have changed during this period. For example, is there a difference in career mobility or labor market exiting between cohorts? What affects the late career, and does this differ between cohorts? The analysis shows that between 1970 and 2000 the late careers of Swedish workers comprised of few job changes and consisted more of “trying to keep the job you had in your mid-fifties” than of climbing up the promotion ladder. There are no cohort differences in this pattern. Also a large fraction of the older workers exited the labor market before the normal retirement age of 65. During the 1970s and first part of the 1980s, 56 percent of the older workers made an early exit and the average drop-out age was 63. During the late 1980s and the 1990s the share of old workers who made an early exit had risen to 76 percent and the average drop-out age had dropped to 61.5. Different factors have affected the probabilities of an early exit between 1970 and 2000. For example, skills did affect the risk of exiting the labor market during the 1970s and up to the mid-1980s, but not in the late 1980s or the 1990s. During the first period old workers in the lowest occupations or with the lowest level of education were more likely to exit the labor market than more highly skilled workers. In the second period old workers at all levels of skill had the same probability of leaving the labor market. The growth and survival of establishments: does gender segregation matter? We empirically examine the employment dynamics that arise in Becker’s (1957) model of labor market discrimination. According to the model, firms that employ a large fraction of women will be relatively more profitable due to lower wage costs, and thus enjoy a greater probability of surviving and growing by underselling other firms in the competitive product market. In order to test these implications, we use a unique Swedish matched employer-employee data set. We find that female-dominated establishments do not enjoy any greater probability of surviving and do not grow faster than other establishments. Additionally, we find that integrated establishments, in terms of gender, age and education levels, are more successful than other establishments. Thus, attempts by legislators to integrate firms along all dimensions of diversity may have positive effects on the growth and survival of firms. Risk and overconfidence – Gender differences in financial decision-making as revealed in the TV game-show Jeopardy. We have used unique data from the Swedish version of the TV-show Jeopardy to uncover gender differences in financial decision-making by looking at the contestants’ final wagering strategies. After ruling out empirical best-responses, which do appear in Jeopardy in the US, a simple model is derived to show that risk preferences, the subjective and objective probabilities of answering correctly (individual and group competence), determine wagering strategies. The empirical model shows that, on average, women adopt more conservative and diversified strategies, while men’s strategies aim for the greatest gains. Further, women’s strategies are more responsive to the competence measures, which suggests that they are less overconfident. Together these traits make women more successful players. These results are in line with earlier findings on gender and financial trading.

"Talking about Marriage ..." : Polizeiarbeit in Upper West, Ghana /// Arbeitspapiere / Institut für Ethnologie und Afrikastudien ; 102

Polizei in Afrika ist korrupt und schlecht ausgebildet und eine „Marionette“ der Regierungen − so das nicht nur im populären, sondern auch sozialwissenschaftlichen Diskurs vermittelte Bild. Eine ethnographische Perspektive, die Polizeiarbeit im Alltag beobachtet und auf die Interaktionsstrategien der Polizisten mit Klienten und ihre Deutungen und Selbstbilder fokussiert, erlaubt neue Einsichten in das alltägliche Funktionieren der Organisation. Die vorliegende Arbeit basiert auf einem dreimonatigen Aufenthalt in der domestic violence unit der Police Headquarters in der Upper West Region Ghanas. Sie zeigt unter anderem, wie die Akteure die Ausbildung zum Polizisten, Gehaltsfragen, Versetzungen, Geschlechterverhältnis und Beförderungen konzeptionalisieren und wo sie sich in ihrer Arbeitswelt positionieren. Die besondere Aufmerksamkeit der Arbeit gilt der Interaktion der Polizisten mit Akteuren außerhalb ihrer Organisation, den „Klienten“. Eine zentrale Erkenntnis ist, dass die Klienten erst mit Hilfe typischer bürokratischer Praktiken und Redensarten als solche von den Polizisten konstruiert werden. Dabei sind die Klienten aber weder passiv polizeilicher Willkür ausgeliefert noch können einflussreiche Klienten die Polizei nach ihrem Gusto manipulieren. In zwei Fallstudien von Verhandlungssituationen wird deutlich, wie Polizisten Autorität in der Interaktion mit Klienten herstellen und legitimieren und welche Maßnahmen Klienten ihrerseits ergreifen, um die Situation zu ihren Gunsten zu gestalten.

Progettazione e sviluppo di un'applicazione iOS per il supporto di strategie di mobile marketing automation e di prossimità

In questa tesi vengono presentati la progettazione e lo sviluppo di un'applicazione iOS, denominata "Promotions", che ha lo scopo di essere il supporto alle strategie di mobile marketing automation e di prossimità di un ipotetico brand con una catena di negozi, che vuole proporre alla propria clientela promozioni, messaggi, sondaggi, sistemi di engagement e fidelity definiti in un determinato customer journey. L'elaborato parte da una descrizione e analisi del mobile marketing, del marketing automation e di prossimità, della piattaforma e delle tecnologie utilizzate. Prosegue con un'analisi sullo stato dell'arte di applicazioni e realtà simili a quella sviluppata già presenti sul mercato, per poi passare alla relazione sulla progettazione, sviluppo e realizzazione dell'app. Vengono poi evidenziate le scelte implementative attuate e descritte le simulazioni di utilizzo dell'app, terminando con gli obiettivi raggiunti e con le conclusioni finali.

Validierung einer deutschsprachigen Version des Career Futures Inventory (CFI): Berufliche Anpassungsfähigkeit, beruflicher Optimismus, Arbeitsmarktwissen und Berufserfolg

Das Career Futures Inventory (CFI; Rottingaus, Day & Borgen, 2005) erfasst die drei laufbahnbezogenen Zukunftsfaktoren career adaptability (Berufliche Anpassungsfähigkeit), career optimism (Beruflicher Optimismus) und knowledge of job market (Arbeitsmarktwissen). Die Ziele dieser Studie waren (a) eine deutschsprachige Version des CFIs zu konstruieren und (b) an zwei Stichproben mit Erwerbstätigen mittels (c) unterschiedlicher Indikatoren des Berufserfolgs und anhand von Persönlichkeitseigenschaften zu validieren. Es konnte in beiden Stichproben (N1 = 153; N2 = 110) die 3-faktorielle Struktur des CFIs nachgewiesen werden. Zudem konnten Annahmen zur konvergenten und diskriminanten Validität in beiden Stichproben bestätigt werden, da die CFI-Faktoren in erwarteter Richtung mit Berufserfolg (z. B. Beförderungen, Karrierezufriedenheit) bzw. Persönlichkeitseigenschaften (d. h. Big Five) korrelierten bzw. nicht korrelierten. Eine Analyse der inkrementellen Validität zeigte, dass Arbeitsmarktwissen zusätzliche Varianz beim Gehalt über Kontrollvariablen und Persönlichkeit hinaus erklärte. Hinsichtlich Karrierezufriedenheit war dies für beruflichen Optimismus der Fall. Diese Validierungsstudie ermöglicht den Einsatz des CFIs im deutschsprachigen Raum.

Protean and boundaryless career attitudes: relationships with subjective and objective career success

The protean and boundaryless career attitudes have gained special attention during the past years. Aprotean career attitude implies that aperson strives towards adevelopmental progression and self-fulfillment; aboundaryless career attitude is characterized by ahigh physical and/or psychological mobility. The aim of the present paper is twofold: First, we want to empirically investigate the relationship between protean and boundaryless career attitudes and subjective (i.e., career satisfaction and success in comparison with colleagues) and objective (i.e., promotions and salary) career success. Second, we want to integrate research on protean and boundaryless career attitudes with research on predictors of career success. We analyze the career attitudes-career success relationship with asample of 116 professionals. Our findings suggest that components of the protean career attitude are rather more related with subjective career success and that components of the boundaryless career attitude are more related with objective career success. Conclusions regarding the relevance of career attitudes for career success are drawn.

Design of a systematic approach to workplace exposure medical surveillance protocols

Current toxic tort cases have increased national awareness of health concerns and present an important avenue in which public health scientists can perform a vital function: in litigation, and in public health initiatives and promotions which may result. This review presents a systematic approach, using the paradigm of interactive public health disciplines, for the design of a matrix framework for medical surveillance of workers exposed to toxic substances. The matrix framework design addresses the required scientific bases to support the legal remedy of medical monitoring for workers injured as a result of their exposure to toxic agents. A background of recent legal developments which have a direct impact on the use of scientific expertise in litigation is examined in the context of toxic exposure litigation and the attainment of public health goals. The matrix model is applied to five different workplace exposures: dental mercury, firefighting, vinyl chloride manufacture, radon in mining and silica. An exposure matrix designed by the Department of Energy for government nuclear workers is included as a reference comparison to the design matrix. ^

The Garment Industry in Cambodia: Its Role in Poverty Reduction through Export-Oriented Development

Cambodia's export-oriented garment industry has contributed greatly to poverty reduction in the country through employment of the poor. This paper provides a statistical verification of this contribution based on firm-level data from 164 sampled companies collected in 2003. Its main conclusions confirm the substantial impact that employment in the garment industry has had on poverty reduction in Cambodia. Firstly, entry-level workers receive wages far above the poverty line. Secondly, females make up the predominant share of the main category jobs in the industry. Thirdly, barriers to employment and to promotions up to certain job categories are not high in terms of education and experience. Another important finding is that a typical sample firm exhibited high profitability, although there was wide variation in profitability among firms. This average of high profitability could be a good predictor of Cambodia's viability in the intensified competition since the phase out of the Multi-Fiber Arrangement (MFA) at the beginning of 2005. A point of note is that Cambodia's pattern of industrial development led by a labor-intensive industry is similar to that of neighboring countries in East Asia which earlier went through the initial stage of industrial development, except that Cambodia has lacked a strong government industrial promotion policy which characterized the earlier group.

Implantación de un sistema de depósito, devolución y retorno en el mercado retail español

“Quien contamina, paga“, con esta premisa surgió la idea de este Trabajo Fin de Máster, en adelante TFM, cuyo objetivo era identificar medidas alternativas reales para una optimización del proceso actual de gestión de residuos sólidos urbanos ante una sociedad cada vez más superpoblada y con mayores ratios de consumo. Cada español genera anualmente un volumen de 485 Kg de residuos, de los cuales únicamente el 33 % son reciclados y pueden volver a un flujo normal de uso, especialmente preocupante durante los últimos años es el auge de los productos envasados, tanto de bebidas como de alimentos , cuya utilización se ha duplicado en la última década. La motivación de este trabajo Fin de Máster ha sido la de poner de manifiesto que la sostenibilidad con el medioambiente puede ir de la mano de la rentabilidad y del progreso. Durante este TFM se ha estudiado y analizado la viabilidad económica de implantación de un nuevo modelo de depósito, devolución y retorno en el mercado retail español y como con la adopción de este nuevo sistema se pueden lograr beneficios tanto para el propio minorista, como para el medio ambiente con ratios de reciclado superiores al 98%. La preocupación por el medio ambiente empieza a ser una constante entre los consumidores españoles y dicha preocupación comienza a ser influenciadora en las decisiones de compra (productos eco, sostenibilidad…). Nuestra propuesta consiste en dotar a los principales distribuidores del sector retail español de un sistema de depósito, devolución y retorno para envases de bebidas capaz de generar diferenciación, innovación y rentabilidad frente a la competencia. Dicho sistema consiste en pagar un depósito por cada envase de bebida que se adquiera y su correspondiente devolución en la siguiente compra, una vez que se devuelva vacío al establecimiento. Para ello se ha analizado el sector de la distribución en España, especialmente la distribución de bebidas. Se trata de un sector muy competitivo, que presenta varios formatos en función del tamaño del establecimiento (Hipermercados, Supermercados, tiendas tradicionales). Las principales empresas distribuidoras (Carrefour, Mercadona, Alcampo, Eroski, DIA) se encuentran en procesos de cambios estratégicos para lograr atraer a más consumidores hacia sus tiendas, por lo que nuestra propuesta podrá añadir valor a la hora de influenciar en la decisión del lugar de compra. En nuestro caso, nos dirigiremos principalmente a las grandes empresas distribuidoras, Hipermercados de más de 2.500 m2 ,que cuentan con más de 500 puntos de venta y distribución donde existe la posibilidad real de implantar un SDDR. Además se ha realizado un estudio de mercado sobre la influencia de dicho sistema en el consumidor final, donde se ha detectado dos segmentos principales cuya decisión de compra se vería muy influenciada por la implantación de un SDDR, un segmento Sénior, entre 45-54 años, preocupados por el medio ambiente y con poder adquisitivo suficiente como para que el pago del depósito no sea bloqueante, y un segmento Junior, entre 18-24 años, también muy concienciado el medio ambiente, de capacidad económica menor pero qué influye en la decisión de compra de sus progenitores. Para llevar a cabo este plan de negocio será necesario una inversión inicial de 57.000 €, con unas expectativas de recuperación de dicha inversión en el primer año y una TIR del 56%, presentando un VAN de 127.961 € para los 7 años de vida del proyecto. Para dar a conocer a los clientes del Hipermercado los beneficios de utilizar un sistema SDDR, se realizarán campañas de marketing a través de diferentes canales, promociones de apertura, acciones de marketing exteriores y planes de fidelización. La organización e implantación en el Hipermercado será muy sencilla con roles claramente diferenciados, únicamente involucraría a unos 9 recursos definidos y en aproximadamente 3 meses desde el inicio del proyecto ya se podría ofertar dicho servicio a los clientes del Hipermercado. Además se han analizado los principales riesgos a los que se enfrentaría el negocio, ponderándose en una matriz impacto-probabilidad. Se han establecido medidas correctoras en el caso que dicho riesgo aflore. Habrá que tener especialmente precaución con la pérdida de ventas durante el arranque del negocio en el caso que esto ocurra, por lo que se deberá controlar el gasto, fomentar la captación de clientes y mantener un fondo de maniobra lo suficientemente elevado como para absorber dicho riesgo.---ABSTRACT---“Polluters pay”, with this premise this TFM aimed at identifying real alternative measures for optimization of the current process of solid waste management in a crowded society and with greater consumption ratios. Spaniards generates an annual volume of 485 kg of waste; only 33 % are recycled and can return to a normal flow. Specially concern is the increased of packaged product in recent years, mainly drink and food, their use has been duplicated in the last decade. The motivation for this Thesis was to highlight that sustainability, profitability and progress can go together. During this TFM has been studied and analyzed the economic feasibility of implementing a new model of deposit , refund and return in the Spanish retail market and as with the adoption of this new system can achieve benefits for the retailer itself therefore to the environment with ratios above 98% recycled. Concern for the environment is becoming a constant among Spanish consumers , and this concern is becoming influencer in purchasing decisions ( eco, sustainability ... ) . Our proposal is to provide the main distributors of the Spanish retail sector a system of deposit, refund and return for beverage containers capable of generating differentiation, innovation and profitability over the competition. This system is to pay a deposit for each beverage container they purchase and their corresponding return in the next purchase, once they return empty to the establishment. For this we have analyzed the distribution sector in Spain, especially the distribution of beverages. This is a highly competitive industry, which features various formats depending on the size of establishments (hypermarkets, supermarkets, traditional shops). The main distribution companies (Carrefour, Mercadona, Alcampo, Eroski, DIA) are in the process of strategic changes in order to attract more consumers to their stores, so that our approach can add value in influencing the decision of place shopping. In our case, we will go mainly to large distributors, Hypermarkets of over 2,500 m2, which have more than 500 outlets and distribution where there is a real possibility of implementing a SDDR. It has also conducted a market study on the influence of that system on the final consumer, which has detected two main segments whose purchasing decisions would be greatly influenced by the introduction of a SDDR, a Senior segment, 45-54 years concerned about the environment and purchasing power enough that the deposit is not blocking, and a Junior Segment, aged 18-24, also concern with environment, lower economic capacity but what influences the decision purchase of their parents). To carry out this business plan will require an initial investment of 57,000 €, with expectations of recovery of such investment in the first year and an IRR of 56%, with an NPV of € 127,961 for the 7 years of the project . To publicize hypermarket customers the benefits of using a SDDR system, marketing campaigns conducted through different channels, opening promotions, marketing activities and external loyalty schemes. The organization and implementation in the Hypermarket is easy with distinct roles, involve only about 9 resourced and in about 3 months from the start of the project and could offer this service to customers in the hypermarket. We have also analyzed the main risks and established corrective measures to surface that risk . We should take caution with lost sales during startup of the business, such as control spending, customer retention and maintaining enough working capital.

Trajetórias ocupacionais de engenheiros jovens no Brasil.

Esta tese analisa 9.041 trajetórias ocupacionais de jovens engenheiros como empregados formais no Brasil entre 2003-2012, a partir da técnica de Optimal Matching Analysis (OMA). Estas trajetórias foram comparadas às de uma geração anterior de jovens engenheiros, tanto em seu período-base (1995-2002) como entre 2003-2012, a fim de identificar efeitos de idade e período. Os principais resultados são: (i) conforme esperado, trajetórias ocupacionais ligadas à gestão (em áreas correlatas à engenharia ou não) são as que oferecem remuneração mais alta em todos os períodos analisados; (ii) nos anos 2000, o terceiro padrão mais atrativo para os jovens daquela geração foi permanecer como engenheiro típico, caminho perseguido por praticamente metade deles, enquanto tal atratividade não foi verificada nos anos 1990; (iii) o salário de entrada dos jovens engenheiros subiu 24% em termos reais entre 1995 e 2003; (iv) há pouca mobilidade de trajetória ocupacional por parte da geração dos engenheiros de 1995 após 2003; (v) os jovens engenheiros de 1995 que permaneceram como engenheiros típicos durante os anos 2000 chegaram a 2012 ganhando apenas 14% a mais do que os jovens engenheiros de 2003 (com 8 anos a menos de experiência); para comparação, os gestores da geração 90 ganhavam em torno de 50% a mais do que os da geração 2000; (vi) há dois momentos de definição de trajetória ocupacional: um primeiro ocorre até 3 anos após o primeiro emprego, mas promoções a cargos de gestão podem ocorrer entre 8 e 10 anos. Estes resultados indicam que, se por um lado houve uma revalorização dos profissionais de engenharia na última década, por outro lado esta revalorização não trouxe engenheiros anteriormente formados a carreiras típicas em engenharia. Isto, aliado à baixa demanda pelos cursos de engenharia durante os anos 80 e 90, corrobora a hipótese de um hiato geracional entre os engenheiros, documentado em artigos anteriores.

El medio en el mensaje: la autorreferencia en la televisión generalista

Los medios de comunicación, cuyas funciones clásicas eran «informar, formar y entretener», están dando protagonismo creciente a la autorreferencia, que es una forma abierta o encubierta de autopublicidad. El medio compromete espacios (en la prensa) o tiempos (formatos audiovisuales) para anunciarse a sí mismo, disminuyendo espacios y tiempos dedicados a mostrar realidades (o ficciones) que nada tienen que ver con el propio medio, y que son el mandato derivado de su dimensión social y cívica. El artículo analiza este fenómeno en televisión, con estudios empíricos sobre el registro de 24 horas continuadas de programación en las tres cadenas generalistas con más cuota d e pantalla. La novedad del estudio es 1) el análisis de la autorreferencia también dentro de los programas (y no sólo en los segmentos de continuidad declaradamente autopublicitarios: promociones, cortinillas, caretas, etc.) y 2) la atención a la autorreferencia como estrategia de cross-promotion entre medios del mismo grupo multimedia.