Los medios online y la ¿crisis? de la planificación de medios publicitarios

Los medios online representan actualmente una gran apuesta para la publicidad. Desde la planificación de medios publicitarios, los nuevos medios ofrecen otros caminos para llegar al público, pero añaden mayor complejidad. La capacidad comunicativa de los medios online y el mayor consumo de esos medios por parte de la población abre el debate de la necesidad de replantear el enfoque de la planificación de medios, digamos, tradicional, cuya estructura y procesos de trabajo se desarrollaron cuando los medios eran offline. Así, este artículo proporciona una panorámica general de la influencia de los nuevos medios en la planificación. Para ello, en primer lugar, describe el escenario actual, analizando la penetración y las inversiones publicitarias en Internet. Además, expone los principales soportes online según su proximidad a la concepción de la planificación de medios offline. En segundo lugar, aborda los retos actuales en la medición de los nuevos medios como síntoma del impulso del cambio de modelo. Finalmente, el artículo termina exponiendo algunas tendencias que se presentan como motores de cambio. Sin embargo, tras este análisis se advierte que tales aspectos no modificarían la esencia de la planificación de medios, por lo que cabe cuestionarse si se puede hablar de crisis, o si los nuevos medios están mostrando la necesidad de que la investigación y planificación se comprometa con este nuevo escenario.

Online Media and Crisis? of Advertising Media Planning

Nowadays, online media represent a great choice for advertising. From de advertising media planning, new media give new ways to reach the consumers, but they also add more complexity. The communication capacity of online media and the greater use of that media by part of the users open up the debate about the necessity of rethinking the approach of the ‘traditional’ advertising media planning, which structure and work processes were developed when media were offline. So, this article gives a panoramic view about the influence of new media in advertising media planning. To do this, in first place, describes the current scenario, analyzing the penetration and advertising expenditure in Internet. Also, it shows the main online media according to their proximity to the offline advertising media planning conception. In second place, this article addresses the current challenges at measuring new media as a symptom of the impulse at the change of model. Finally, the article ends up showing some trends that are presented as drivers of change. However, after this analysis, comes up the point that those aspects would not change the essence of advertising media planning, so it is questionable if we can speak of a crisis or, instead, if new media are showing the necessity that media planning have to be involved with this new scenario.

The graying of R&D workgroups: The effects of age diversity on developing publicly usable knowledge

Does the graying of scientific research teams matter? This study addresses how workgroup processes and external environmental factors contribute and inhibit the effect of age diversity in R&D project groups on the production of innovative publicly usable knowledge outcomes in the form of publication outputs. We examined the relationships between group age diversity (age cohort diversity, mean age, age dispersion), R&D workgroup member self-ratings of workgroup processes, their supervisor�s assessment of the external environmental factors the project groups faced, and their supervisor�s ratings of group performance, the number of scientific publicly available publications produced by the group and the use of multiple authorships on publications. Usable data was obtained from 32 R&D workgroups of a large Government Agricultural Research and Development Agency. Consistent with the literature, workgroup processes and external environmental factors were found to directly effect innovation outcomes. Contrary to expectation, but consistent with Social Identity theory, workgroup age diversity generally negatively impacted upon innovation outcomes. An exception was where multiple authorship on publications for project groups increased as the dispersion of age within groups increased. Importantly, workgroups that were both more age homogeneous and perceived to have optimally functioning work processes produced more R&D innovation outcomes than other groups. Generally, these differences appear to be related to the greater division of labor practices (and less multi-tasking) employed by the older and more homogeneous workgroups. Implications for R&D workgroup resource theory and practices are discussed.

Promoção da alimentação saudável na atenção primária à saúde: contribuição para construção coletiva do saber-fazer

The recognition of the food as determinant and health-disease process etching requires new explanations and interventions of the food and nutrition policy action and demand health care model based on the completeness of the actions and focused on health promotion. This study, characterized as research-action of interventionist character, sought to develop strategies to support the transverse insertion of healthy eating promotion in professionals practices a core of support for the health of the family and a family health strategy Unit in the city of Natal, capital of Rio Grande do Norte, from the analysis of perceptions and work processes of these teams. Several methodological strategies were adopted: Dialectical Hermeneutical Circle, direct observation, reflective and Thematic Meetings Workshop "Rethinking the educational practices for promoting healthy eating". For data logging, search diaries - SD were used and moments. The analysis of procedural form occurred in conjunction with research participants, in constant movement of reflection-action-reflection, based on hermeneutics-dialectic. About the results, in relation to the promotion of health, showed the following insights: health promotion and disease prevention-related harms; health promotion related to quality of life and well-being, in its various dimensions; health promotion as a responsibility of the State; health promotion related to the actions of health education; health promotion as an expression of efficaciousness and accessibility to health services. Regarding healthy nutrition, predominated the perceptions relating to nutritional aspects. With regard to food and nutritional education - FNE, it was observed a predominance of perception of FNE as information, guidance and knowledge transfer for changes of dietary practices. As regards the working process, it was observed that among the actions for health promotion, educational activities predominate, such as lectures, conversations, groups that mostly occur in fragmentary form, without joint planning teams, varying according to the professionals and the moment of work in which they are carried out. The results pointed to the need for reorganization of the work processes, in the context of intra-and intersectoral coordination and the construction of new technologies, such as: Health project of the territory – HPT, Unique Therapeutic Project- UPT, Expanded Clinic and educational practices, Shared with active teaching and learning methodologies. From the results we believe that it is necessary to "thought reform", from changes in vocational training and strengthening of the permanent education spaces, whereas the complexity that involves feeding, food and nutrition education and health promotion. The reformation of thought must be articulate and closely tied to the production of knowledge and practices that encourage intersectoral approach, the transversality, dialogue and democratic and supportive attitude, based on the collective construction of know-how. We hope that this study can contribute with reflections and initiatives that encourage building practices that promote healthy eating in primary health care, in terms of completeness of the care and the attainment of food security and nutrition.

Mestrado profissional em saúde da família: o curso sob a perspectiva dos mestrandos

Professional masters were created in Brazil in the 1990s in response to social changes in the world of work and aim to train high-level professionals with own profile for various activities of society and the productive sector. They are up in more innovative mode of graduate studies in Brazil, and therefore lack of legitimacy of their identity, which raises the need for discussions to get further information and outline the characteristics of this postgraduate modality. You want to build new understandings about their peculiarities starting from the perspective of students from the Professional Masters in Health Net Northeast Family Training in Family Health, and not only according to the similarities and differences with the academic master. This study aims to understand the meanings attributed by masters training in that course. This is a qualitative, exploratory study. The subjects are 100 students in training in 2013, distributed among the six institutions nucleation Network Northeast Training in Family Health. To collect information desk research was conducted in institutional records of all students, as well as interviews. We interviewed 15 students, distributed in the six nucleation institutions. Information obtained through recorded interviews were transcribed and resulted in two analytical corpus subsequently submitted to Alceste © 4.9 software for identification of semantic classes. It can be concluded that the course provided a redefinition of professional practices in the Family Health Strategy, considering the organizational context of primary care in the Northeast and the specifics of the health work. Even before the student body difficulties related to ownership of research methods, and the very active methodology of problem-based learning, the course effectively contributed to the improvement of work processes in primary care, valuing teamwork and allowing the acquisition of new scientific knowledge.

Avaliação do acesso aos serviços de reabilitação física para vítimas de acidentes de trânsito: caminhos para melhoria da qualidade do sistema de saúde

The Physical Rehabilitation services (PR) are of fundamental importance in combating the global epidemic of Traffic Accidents (TA). Considering the numerous physical and social consequences of the survivors, quality problems in access to PR are a hazard to recovery of victims. It is necessary to improve the management of quality of services, assessing priority dimensions and intervening in their causes, to ensure rehabilitation available in time and suitable conditions. This study aimed to identify barriers to access to rehabilitation considering the perception of TA victims and professionals. The aim is also to estimate the access to rehabilitation and their associated factors. This is a qualitative and quantitative study of exploratory nature developed in Natal / RN with semi-structured interviews with 19 health professionals and telephone survey to 155 victims of traffic accidents. To explore barriers to access the speeches were transcribed and analyzed using the Alceste software (version 4.9). During the interviews used the following guiding question: “What barriers hinder or prevent access to physical rehabilitation for victims of traffic accidents?”. The names of classes and axes resulting from Alceste was performed by ad hoc query to three external researchers with subsequent consensus of the most representative name of analysis. We conducted multivariate analysis of the influence of the variables of the accident, sociodemographic, clinical and assistance on access to rehabilitation. Associations with p <0.20 in the bivariate analysis were submitted to logistic regression, step by step, with p <0.05 and confidence interval (CI) of 95%. The main barriers identified were: “Bureaucratic regulation”, “Long time to start rehabilitation”, “No post-surgery referral” and “inefficiency of public services”. These barriers were divided into a theoretical model built from the cause-effect diagram, in which we observed that insufficient access to rehabilitation is the product of causes related to organizational structure, work processes, professional and patients. Was constructed two logistic regression models: “General access to rehabilitation” and “Access to rehabilitation to public service”. 51.6% of patients had access to rehabilitation, and 32.9% in public and 17.9% in the private sector. The regression model “General access to rehabilitation” included the variables Income (OR:3.7), Informal Employment (OR:0.11), Unemployment (OR:0.15), Perceived Need for PR (OR:10) and Referral (OR: 27.5). The model “Access to rehabilitation in the public service” was represented by the “Referral to Public Service” (OR: 23.0) and “Private Health Plan” (OR: 0.07). Despite the known influence of social determinants on access to health services, a situation difficult to control by the public administration, this study found that the organizational and bureaucratic procedures established in health care greatly determine access to rehabilitation. Access difficulties show the seriousness of the problem and the factors suggest the need for improvements in comprehensive care for TA survivors and avoid unnecessary prolongation of the suffering of the victims of this epidemic.

A produção do cuidado no período gravídico-puerperal: experiência de mulheres usuárias de serviços públicos de saúde

Despite numerous government projects aimed at reorganizing and qualifying obstetric and neonatal care in Brazil, it remains problematic, with repercussions for maternal and newborn mortality and humanized care of both the mother and child. The objective of this study was to analyze the care provided to women during the pregnancy-puerperium cycle, based on reports of public health service users regarding their pregnancy and delivery experiences, using comprehensiveness and humanization as reference. The study applied a qualitative approach and the methodological strategy consisted of listening to the women, in order to identify, based on the meanings of their discourse concerning their experiences with health services, continuities and discontinuities of care during the pregnancy-puerperium cycle. Study participants were women who gave birth at a municipal public maternity, residents of Natal, Brazil, who at the time of the interviews, were between 10 and 42 days postpartum. Seven women reported their pregnancy and delivery experiences at public services. As interviews and observation took place, the material produced was also analyzed, in order to achieve simultaneous production and data analysis. Using systematization, a dialogue was established between the women’s discourses and production in the field of Collective Health, with respect to concepts and discussion about obstetric and neonatal care as well as the Comprehensiveness and Humanization of such care. Participant discourses underscored aspects related to prenatal care starting at pregnancy and its repercussions as well as prenatal monitoring by health services; aspects associated with care during labor and delivery, as well as those involved in postpartum in the maternity, both with respect to newborn and maternal careç and lastly, puerperium care after discharge from the maternity. Analysis of results sought to identify lines of continuity and discontinuity in the comprehensiveness and humanization of care. Based on these lines and as final contributions of the study, the following paths were proposed to achieve comprehensive and humanized production of health care for women during the pregnancy-puerperium cycle: Path 1- Reassess care in the maternal and newborn health network, aimed at comprehensiveness in terms of guaranteeing access to the various services and technological resources available to enhance health and life. Path 2- Reorganize work processes in order to attain comprehensive and humanized care for women in the pregnancy-puerperium cycle. Path 3 – Qualify the professional-user relationship in care management during the pregnancy-puerperium cycle. Path 4 – Invest in the qualification of communication processes in the different dimensions of care during the pregnancy-puerperium cycle.

A produção do cuidado no período gravídico-puerperal: experiência de mulheres usuárias de serviços públicos de saúde

Despite numerous government projects aimed at reorganizing and qualifying obstetric and neonatal care in Brazil, it remains problematic, with repercussions for maternal and newborn mortality and humanized care of both the mother and child. The objective of this study was to analyze the care provided to women during the pregnancy-puerperium cycle, based on reports of public health service users regarding their pregnancy and delivery experiences, using comprehensiveness and humanization as reference. The study applied a qualitative approach and the methodological strategy consisted of listening to the women, in order to identify, based on the meanings of their discourse concerning their experiences with health services, continuities and discontinuities of care during the pregnancy-puerperium cycle. Study participants were women who gave birth at a municipal public maternity, residents of Natal, Brazil, who at the time of the interviews, were between 10 and 42 days postpartum. Seven women reported their pregnancy and delivery experiences at public services. As interviews and observation took place, the material produced was also analyzed, in order to achieve simultaneous production and data analysis. Using systematization, a dialogue was established between the women’s discourses and production in the field of Collective Health, with respect to concepts and discussion about obstetric and neonatal care as well as the Comprehensiveness and Humanization of such care. Participant discourses underscored aspects related to prenatal care starting at pregnancy and its repercussions as well as prenatal monitoring by health services; aspects associated with care during labor and delivery, as well as those involved in postpartum in the maternity, both with respect to newborn and maternal careç and lastly, puerperium care after discharge from the maternity. Analysis of results sought to identify lines of continuity and discontinuity in the comprehensiveness and humanization of care. Based on these lines and as final contributions of the study, the following paths were proposed to achieve comprehensive and humanized production of health care for women during the pregnancy-puerperium cycle: Path 1- Reassess care in the maternal and newborn health network, aimed at comprehensiveness in terms of guaranteeing access to the various services and technological resources available to enhance health and life. Path 2- Reorganize work processes in order to attain comprehensive and humanized care for women in the pregnancy-puerperium cycle. Path 3 – Qualify the professional-user relationship in care management during the pregnancy-puerperium cycle. Path 4 – Invest in the qualification of communication processes in the different dimensions of care during the pregnancy-puerperium cycle.

What kind of expertise is needed for low energy construction

The construction industry is responsible for 40% of European Union (EU) end-use emissions but addressing this is problematic, as evident from the performance gap between design intention and on-site energy performance. There is a lack of the expertise needed for low energy construction (LEC) in the UK as the complex work processes involved require ‘energy literacy’ of all construction occupations, high qualification levels, broad occupational profiles, integrated teamworking, and good communication . This research identifies the obstacles to meeting these requirements, the nature of the expertise needed to break down occupational divisions and bridge those interfaces where the main heat losses occur, and the transition pathway implied. Obstacles include a decline in the level, breadth and quality of construction vocational education and training (VET), the lack of a learning infrastructure on sites, and a fragmented employment structure. To overcome these and develop enhanced understanding of LEC requires a transformation of the existing structure of VET provision and construction employment and a new curriculum based on a broader concept of agency and backed by rigorous enforcement of standards. This can be achieved through a radical transition pathway rather than market-based solutions to a low carbon future for the construction sector.

Perceções de (In)Justiça na Avaliação de Desempenho das Forças de Venda: estudo em empresas do sector farmacêutico

Num mundo competitivo com alterações profundas nos processos de trabalho e desempenho, surgem necessidades de novas formas de avaliação e competências profissionais. Estas necessidades promovem um ambiente nem sempre justo e saudável, algo imprescindível para o bem-estar de uma organização. O presente estudo objetiva verificar perceções de justiça organizacional da avaliação de desempenho de duas empresas do sector farmacêutico (empresa A e empresa B). Do mesmo modo verifica-se de que forma as variáveis sociodemográficas afetam ou fragmentam a avaliação de desempenho. Este tema é pouco explorado em Portugal, contribuindo para o aprofundamento da compreensão da multidimensionalidade da perceção de justiça nas forças de vendas destas organizações. A pesquisa descritiva foi realizada por meio de levantamento, com assertivas extraídas da pesquisa de Sotomayor (2006), para investigar as perceções de justiça distributiva, processual, interpessoal e informacional. Os resultados obtidos neste estudo indicam perceção de justiça organizacional na avaliação de desempenho por parte da força de vendas em todas as quatro dimensões distintas, apresentando a justiça procedimental um score de destaque, seguida da justiça distributiva. A organização B apresenta níveis mais elevados de prevalência de justiça distributiva, procedimental, interpessoal e informacional face à organização A. No que respeita à relação entre as variáveis sociodemográficas e à perceção de justiça na avaliação de desempenho, a mesma não é suportada nesta amostra não comprometendo a perceção de justiça. Do presente estudo retira-se o quanto determinante nas organizações que envolvem forças de venda são as políticas e práticas de gestão de desempenho, acautelando o sucesso estratégico sustentado da organização, percecionando que com estas a organização as valoriza e cuida do seu bem-estar, com perceções positivas de justiça na avaliação de desempenho. / In a competitive world with profound changes in work processes and performance needs arise new forms of evaluation and professional skills. These needs foster an environment not always fair and healthy, something essential for the well-being of an organization. This study aims to verify perception of organizational justice evaluation of performance of two companies in the pharmaceutical sector (company A and company B). Likewise there is how sociodemographic varia-bles affect or fragmenting the performance appraisal. This theme is underexplored in Portugal, contributing to the deepening of understanding of the multidimensionality of perception of justice in these organizations sales forces. The descriptive research was conducted through survey, with the extracted assertions Sotomayor research (2006), to investigate the perceptions of distributive, procedural, interpersonal and informational justice. The results of this study indicate organizational justice perception on performance appraisal by the sales force in all four different dimensions, presenting procedural justice an outstanding score, followed by distributive justice. The organization B has higher levels of prevalence of distributive justice, procedural, interpersonal and informational face the organization A. As regards the relationship between sociodemographic variables and the perception of justice in performance appraisal, it is not supported in this sample does not compromising the perception of justice. The present study withdraws how decisive in organizations involving sales force policies and performance management practices, cautioning sustained strategic success of the organization, perceived that the organization values and cares for your well-being, with positive perceptions justice in performance appraisal.

Qualidade de vida no trabalho da Emater-RN: validação de um instrumento síntese de pesquisa e diagnóstico

The theoretical recital of the present study it is initiated of the evidence that the work occupies an important space in the man s life in way that the majority of the people works and passes great part of its time inside organizati ons. However, it is verified that the relation between man and work is becoming increasingly disagreement a time that the employees had started to complain work s routines, stress, not use all their potential and inadequate work s conditions. It can be observed by the way of Dejours (1994) studies. Thus, as contribution for the quality of work life s (QWL) studies the research developed here objectified to characterize the public employees quality of work life at EMATER -RN taking as reference an instrumen t of research synthesized from the typical academic literature of the subject. The synthesis of an ampler instrument is a necessity not taken care to the literature that treats on the subject but already perceived by some studies like Moraes et al (1990); Rodrigues (1989); Siqueira & Coleta (1989); Moraes et al (1992); Carvalho & Souza (2003); El -Aouar & Souza (2003) and Mourão, Kilimnick & Fernandes (2005); Adorno, Marques & Borges (2005) amongst others. These studies point out weak points of the existing models in the QWL s literature, as well as they recommend the elaboration of a model more flexible, that contemplates Brazilian cultural characteristics, and that contemplates the entire variable studied in the main existing models. For reach this objectiv e the adopted methodology was characterized as a case study with collected data in qualitative and quantitative way. Questionnaires and comments had been used as sources of evidences. These evidences had been tabulated through of statistical package SPSS ( Statistical Package for Social Science), in which the main technique of multivariate analysis used were the factorial analysis. As for the gotten results, it was verified the grouping of the quality of work life s indicators in 11 factors which are: Work s execution, Individual accomplishment, Work s equity, Relation individual and organization, Work s organization, Adequacy of the remuneration, Relation between head and subordinate, Effectiveness of the communication and the learning, Relation between work and personal life, Participation and Effectiveness of the work processes. Whatever to the characterization of the EMATER -RN s quality of work life it was clearly that to the measure that the satisfaction s evaluation with the QWL in the organization walks to intrinsic factors for extrinsic factors this level of satisfaction goes diminishing what points to the importance to improve these extrinsic factors in the institution. In summary it is possible to conclude that the organization studied has offered a significant set of referring variable to the quality of work life of the individual

Automatiserade regressionstester avseende arbetsflöden och behörigheter i ProjectWise. : En fallstudie om ProjectWise på Trafikverket

Test av mjukvara görs i syfte att se ifall systemet uppfyller specificerade krav samt för att hitta fel. Det är en viktig del i systemutveckling och involverar bland annat regressionstestning. Regressionstester utförs för att säkerställa att en ändring i systemet inte medför att andra delar i systemet påverkas negativt. Dokumenthanteringssystem hanterar ofta känslig data hos organisationer vilket ställer höga krav på säkerheten. Behörigheter i system måste därför testas noggrant för att säkerställa att data inte hamnar i fel händer. Dokumenthanteringssystem gör det möjligt för flera organisationer att samla sina resurser och kunskaper för att nå gemensamma mål. Gemensamma arbetsprocesser stöds med hjälp av arbetsflöden som innehåller ett antal olika tillstånd. Vid dessa olika tillstånd gäller olika behörigheter. När en behörighet ändras krävs regressionstester för att försäkra att ändringen inte har gjort inverkan på andra behörigheter. Denna studie har utförts som en kvalitativ fallstudie vars syfte var att beskriva utmaningar med regressionstestning av roller och behörigheter i arbetsflöden för dokument i dokumenthanteringssystem. Genom intervjuer och en observation så framkom det att stora utmaningar med dessa tester är att arbetsflödens tillstånd följer en förutbestämd sekvens. För att fullfölja denna sekvens så involveras en enorm mängd behörigheter som måste testas. Det ger ett mycket omfattande testarbete avseende bland annat tid och kostnad. Studien har riktat sig mot dokumenthanteringssystemet ProjectWise som förvaltas av Trafikverket. Beslutsunderlag togs fram för en teknisk lösning för automatiserad regressionstestning av roller och behörigheter i arbetsflöden åt ProjectWise. Utifrån en kravinsamling tillhandahölls beslutsunderlag som involverade Team Foundation Server (TFS), Coded UI och en nyckelordsdriven testmetod som en teknisk lösning. Slutligen jämfördes vilka skillnader den tekniska lösningen kan utgöra mot manuell testning. Utifrån litteratur, dokumentstudie och förstahandserfarenheter visade sig testautomatisering kunna utgöra skillnader inom ett antal identifierade problemområden, bland annat tid och kostnad.

Condições de trabalho e saúde na perspectiva de bem-estar : um estudo realizado com os profissionais de saúde da Policlínica Zona Oeste de Natal/RN

This study had like general objective analyzed the relation observed between working conditions and healthy, in the welfare perspective, by the Policilínica Zona Oeste´s healthy professionals. Were used like theoretical bases the categories of working conditions of Borges et al. (2013): working conditions and contractual legal; physical working conditions and materials; working conditions and characteristics of the work processes and working conditions and social management. For the analise of personal wellness in the job, were used the categories of Dessen and Paz (2010): friendship relations, relationship with the organization, growth opportunity, relations with customers , valuation and realization. For this, this research use the descriptive statistic and Bardin (1977) ´s content analysis besides the help of Manyeyes software, using the word clouds and trees words. Was possible identify that the working conditions have strong relations with the health of the health professionals of Policlínica, mainly about the physical and materials conditions that are precarious and influences the other dimensions of working conditions and conditions health. The welfare professionals is spoiled in the dimensions of realization and growth opportunity and influences the professional´s health

Análise da gestão da cadeia de suprimentos de um supermercado varejista através da utilização do modelo SCOR

In the last decade the complexity of the environment in which organizations are embedded increased dramatically, having on one side the increasingly demanding consumers in regard to the quality and value of the product and the other companies with the need to reduce operating costs in order to achieve greater profitability, without this there is a downturn in growth or market share powers. In this context the necessity of effectively structuring actions relating to the line with the operational work processes so that business objectives are achieved organizational strategic planning, ensuring the competitiveness of the organization. This study aims to analyze how you have made the management of the supply chain in a grocery retailer in the light of guidelines of Supply Chain Management by using the SCOR model. For realization of this study a survey was needed, classified according to their goals, exploratory and descriptive as to its procedure, document, field and case study. Thus, the processing of data will be qualitative merit, using the thematic categorical analysis of Bardin (1977). Thus, to obtain data interviews together the operational and strategic management of a company that was named Supermarket Omega were performed. After analyzing the information obtained is perceived that there is an effort of the organization enhance its management of the supply chain. However, there is a lack of alignment between the various areas that compose it. About their work processes, we stress that the focus of the company is still very directed on sailing than profitability, although it is undergoing a transformation in its organizational culture However, records the existence of many improvement projects in developing. Thus, it can be noticed that there is some consistency between the assumptions of the SCOR model and applied within the supply chain Omega Supermarket, although a greater effort to better align with the model still needs to be studied

A ambiência como ferramenta de humanização da unidade de pediatria: contribuições da enfermagem

A assistência em pediatria suscita a promoção de um ambiente que atenda as necessidades da criança, por meio de um olhar diferenciado que pondere a especificidade desta fase da vida em que se tem maior dificuldade em lidar com o adoecimento e enfrentar o desconhecido e o medo causado por ele. Considerando que qualquer desestruturação poderá interferir no pleno desenvolvimento da criança, o cuidar em Enfermagem Pediátrica deve contribuir para a diminuição dos efeitos estressores do ambiente hospitalar de forma a tornar a assistência humanizada. Assim, faz-se necessário investir em questões fundamentais de adequação do ambiente de pediatria, com equipamentos e tecnologias que considerem e respeitem a singularidade das necessidades tanto dos usuários quanto dos profissionais. Trabalhar a ambiência em pediatria mostra-se relevante no contexto atual, tendo em vista que devemos preconizar a assistência calcada nos princípios da humanização, que demandam a revisão das práticas cotidianas, com ênfase na criação de espaços de trabalho menos alienantes que valorizem a dignidade do profissional de saúde, da criança e da família. Por esta razão, este estudo teve como objetivo analisar a ambiência de unidades pediátricas como ferramenta para a humanização da assistência a partir da percepção dos diferentes atores implicados no processo de produção de saúde. Para atingi-lo, adotou-se o delineamento da pesquisa qualitativa com caráter exploratório. Os ambientes de investigação foram as Unidades de Pediatria do Hospital Universitário Dr. Miguel Riet Corrêa Jr. (HU/FURG) e do Hospital Escola da Universidade Federal de Pelotas (HE/UFPel), tendo como sujeitos 20 usuários, 20 trabalhadores das referidas unidades, bem como 04 gestores de enfermagem e saúde. A coleta de dados ocorreu no período compreendido de agosto a outubro de 2014, por meio da triangulação metodológica, utilizando-se imagens e dados verbais obtidos por meio de fotos e entrevistas semiestruturadas com emprego de foto-elicitação, respectivamente. Para análise dos dados empregou-se o software Nvivo 10, emergindo as seguintes categorias: Confortabilidade das crianças e de suas famílias; Produção de subjetividades nas crianças e familiares; Produção de subjetividade e autonomia dos trabalhadores de enfermagem; Ambiência como ferramenta facilitadora do processo de trabalho e da produção de saúde. Cada categoria exibe subcategorias que expõem a perspectiva dos sujeitos envolvidos no processo de produção de saúde: usuários, profissionais de enfermagem e gestores. A partir dos resultados do estudo são apontadas as potencialidades e os desafios para a consolidação da ambiência como ferramenta de humanização da unidade de pediatria. Pode-se inferir que para que a unidade de pediatria seja percebida como humanizada deve ser projetada de forma que a sua ambiência comporte aspectos que visem a confortabilidade das crianças e suas famílias; possibilite a produção de subjetividades nas crianças, familiares e a autonomia dos trabalhadores de enfermagem por meio da reflexão acerca dos processos de trabalho e possibilite a utilização do próprio espaço como ferramenta facilitadora da produção de saúde.