O marketing e a atuação social das empresas: uma relação possível

The present work is about a study of multiple cases with exploratory and descriptiveperspective and qualitative emphasis. Its field of study is constituted by three local companieswith description of social performance, with emphasis in the personal interview with thecontrollers. Its main objective consists of understanding as it has occurred the marketingrelation with the enterprise social performance in the context of these companies located inthe State of the Rio Grande do Norte who carry out social investments. For this, it hassearched to analyze the types and characteristics of the developed social actions, to evaluatethe motivations and objectives of the accomplishment of social actions, to verify theimportance and influence of the social performance in the dynamics of the companies, toverify the level of specific knowledge and information in the areas of marketing and socialperformance in the companies and to evaluate the process of communication (promotion andspreading) of the social performance carried out by the companies. It has been verified thatthe company A directly associates it its social and ambient activities with differentiationbenefits, competitiveness, creation of value, loyalty, relationships, image, prestige,positioning of the company, sale and financial return, beyond benefits in the internal level asbigger motivation of its employees and retention of talents, not existing rejection to theinterlacement of the concepts related to the marketing and the social one. Already in companyB rejection in relating its practical social to the marketing, being observed after posteriorquestionings, that the relation of direct and indirect form exists and those divulgations of theseactions are carried out, contradicting the arguments of the controllers of that the actions wouldnot be carried out to generate media. In company C, it been verified rejection andcontradiction with relation to the concepts related to the marketing, alleging itself that theimage of the harnessed company to its social performance is not used in proper benefit,evidencing itself that this company divulges its action and is marketable benefited, even so isnot this the main objective of its social programs. It has concluded that the association ofthese two concepts is positive and favorable to the development of the businesses and thesocial actions of the companies, legitimizing them and benefiting the involved company,groups in the actions and the society that profits socially from the private social involvement in the social matters

Juventude universitária nos anos 1980: as práticas culturais do movimento estudantil na UFRN

The 1980s, at UFRN represented a moment of resumption of student struggles. The major goals of the student movement in this period was the fight against the authoritarian regime and for the democracy within and outside the university. In this context, events, activities, artistic and cultural productions were organized in order to make a critical policy for the procedure, trying to establish a dialogue between the university community and the population. Our work has made a research on cultural practices of the student movement in the 1980s. We did an analysis on the process of democratic transition in Brazil, the political participation of youth, their cultural practices in the country, society and politics in the RN, the student movement at UFRN and its cultural practices. We also discussed the concept of culture and cultural practices, but also pointed each of the the main activities and cultural productions organized by students of UFRN in that period. As methodological resource, were used the oral sources, the academic literature on the subject and newspaper pieces, newsletters and advertisement material of the students

Tecendo os fios de rede: juventude e produção de si em projetos sociais.

The study is about youthful subjectivities in quarters, of the West Zone of Natal-RN, marked for lacks and contingencies that constitute the everyday life of the social existence of its young inhabitants. For this purpose the researchers selected two youth groups: the Association of Youths Constructing Dreams (in the quarter of Felipe Camarão) and Lelo Melodia Crew (Quarter of Guarapes). Both are articulated through the strategy of coalition in regional and national nets. The hypothesis is that inside the groups and nets new youthful citizens arises. That would be a change in the representation of poor youth: from 1980 s street children - young whose social stigma associated poverty and crime to late 1990 s kids of project (pointing their trajectory in social projects) or, in present days, called as young peripherals - for the enrollment in cultural movements, as the hip hop movement - These new young citizens are contributing to new social imagery significations on poor youths. The methodology encloses: a) focal group; b) participant research analyzing the making arts (ways to think, social daily practices, actions engaged in a diversity plans) of youth groups; c) life stories of some of the youngs produced in workshops; d) not structuralized interviews. d) several documents of the groups; e) local and national surveys. Results emphasize a feeling of opening to a project of autonomy in relation to a social system that leaves them in a situation of social precariousness. Conclusion remarks that such practices of the youthful groups through the art, leisure, sport and culture unfold politics effect so that can point innovative forms of politics participation on the part of this specific segment of poor youths of Brasilian country, although conflicts and paradoxes crosses individual citizens, youth groups and youth nets.

Quatro vezes Lula-lá A imagem pública de Lula no horário eleitoral nas quatro campanhas presidenciais

Descreve-se aqui a formação da Imagem Pública de Luis Inácio Lula da Silva através do Horário Gratuito de Propaganda Eleitoral, nas quatro eleições presidenciais que marcaram o período de democratização do País: 1989, 1994, 1998 e 2002. O fato de um candidato contrário às elites, três vezes derrotado em eleições anteriores, conseguir convencer através da mídia a elegê-lo eleitores que votavam antes em seus adversários, demonstra que a democracia representativa brasileira é institucionalmente compatível com regime de informação imposto pelos meios de comunicação de massa na sociedade atual? Além de comprovar a preponderância da Imagem Pública em processos eleitorais em que o Cenário de Representação da Política se caracteriza pela imprevisibilidade, a pesquisa constatou ainda que a atual luta política, mais que uma luta meramente pela visibilidade imposta pela TV e pelos meios de comunicação em geral ainda é uma disputa política. E que a mídia enquadra a política, mas também é por ela agendada, principalmente em momentos de grande incerteza política e/ou pouca previsibilidade eleitoral

Democracia Possível: espaços institucionais, participação social e cultura política

The present study aims at making a theoretically reflection about the reconstruction process of democracy that can be observed in the country since the opening political process, which took place with the Geisel´s government in 1974, passing through the first civil president, in 1985, the Constitution process, in 1986, and finally the Constitution promulgation in 1988. It interests to this study analyses the premise that the 1988 Constitution inaugurates the moment in which democracy starts to be reconstructed in the country, and that this reconstruction is made in such a brand new way, once it included the possibility of participation of the civil society in the deliberation of the public politics, what became possible with the creation of new spaces of a gestion shared by the three executive powers: federal; states; municipalities, and with the civil society, in the councils created in those spheres. In this way, this work wishes to focus the opening process to the civil society participation, wich became possible with the creation of the city councils of public politics. It´s about investigating the form in wich the relations set up in these hibrid spaces could be considered democratic, inclusive and promoters of effective participation, checking up tendencies, giving emphasis to regularities and some specifities encountered in the forms of participation, which have been observed in those councils. In order to comprehend the democratic process in construction in the country, the analysis of the relations established by the civil society and the local executive power in the obligatory municipal councils is taken as object of study, passing by the tensions wich evolves institutions and political practices, permeated by the local political culture. It starts from a briefly review of works already made on the subject

Os embates entre ciência e política na experiência parlamentar de Josué de Castro

This study want to know how Josué de Castro, the two terms of a congressman, participated in the Brazilian political-ideological debate of the 1950s. For this, search the 61 speeches in the plenary of the House of Representatives and its 14 projects, analyzing them as historical documents that describe an experience, which enables the central category amalgamated the subject and his time, which breaks up the possibilities of new social practices. Unity of action and reflection, the experience of Castro in the Brazilian parliament has got on the basis of a previous flow experiences in the political-institutional and scientific. Together with the personal history, the political intellectual scenario of his time was another variable considered in the first chapter of this work. In the second chapter did an analysis of 32 speeches and projects of the first term of Josué de Castro, grouping them by thematic affinities. The 43 for the second term were discussed in the third chapter, leaving the final considerations answer the research objectives: What are the main interlocutors? What are your political positions? What are the points of rupture and continuity in his political career? Josué de Castro spoke to the Brazilian state directly to the president, some ministers and to the SUDENE, the ONU appears indirectly through the reports of his participations. His political position was a national-developmentalist who embraced the cause of self-determination of the countries, anti-imperialism, agrarian reform and regional planning, strongly inspired by Celso Furtado and San Tiago Dantas. Castro often has blended a liberal and Marxist terminology, relying on different ideologies to do support his fight against hunger

Os empoderados da agricultura familiar: capital social nos territórios do seridó e do sertão do Apodi/RN

The study of social practices aims to overcome the theoretical dichotomies that insist on separating the individual from the social structures and vice versa. In this sense, the debate between objectivism and subjectivism in the construction of social reality still has occupied much time and reflection of various scholars of the humanities. Pierre Bourdieu has extensive work that seeks to advance in relation to the theoretical framework of traditional sociological explanations. Bourdieu`s approach regarding social practices is considered by some researchers as a synthesis of classical theories and by others as an attempt of complexify contemporary studies on the significance of social life. This thesis sharesthis effort to understand the social practices of agents, aiming to analyze the strategies of social and political leaders of family farming in the territories of Seridó and Apodi in Rio Grande do Norte, and it has as reference the theoretical and methodological concepts of habitus, field and capital, in Bourdieu. Therefore, we studied the trajectories of social leaders, here called agents as family farming in the two locations in Rio Grande do Norte. As techniques and procedures of the study, we resortedto semi-structured interviews, observations, participation in events and other researches. In conclusion, this thesis gives an account of the construction of two different relational fields for the activities of agents of family farming in the territories of Seridó and Apodi. Although the relational fields in the territories have been structured under the same prevailing institutions, which are: church, union and political party, the social practice of agents shows itself from social position and political variety. Even with the similarities and differences identified and analyzed in different fields of construction, the social relations of the agents in the territories result in the construction of gated communities, the social capital that is the substrate which the agents called empowered .

Histórias de leituras e de leitores: práticas e representações de leitura em narrativas de professores de diferentes disciplinas escolares

Nous avons pris comme point de départ le préssuposé que en exerçant ses practiques de lecture en salle de classe, les professeurs récuperent des signes de ses expériences socioculturelles par rapport à la lecture, construites au long de ses trajectoires. Indépendemment de sa discipline scolaire, la mémoire de ces expériences interviennent certainement, de manière positive ou négative, dans la médiation de la formation de l élève lecteur. C est donc, par l articulation entre les perspectives de ses études qui parlent sur l histoire de la lecture, narratives (auto)biographiques et formation du professeur que je prétends récupérer et reconstruire, par les narratives de lectures racontées par les professeurs de différentes disciplines scolaires, les processus d appropriation de la lecture en considérant ses tactiques d accès et d utilisation des matériels écrits en circulation dans les groupes sociaux auxquels ils appartennaient. Pour ça ce travail s inquérit : Quels models de lectures émergent dans les narratives de professeurs de différentes disciplines scolaires ? Comment se manifestent-elles les représentations sur sa performance pour la formation de l élève lecteur ? L objectif central est d inférer les rapports existants entre des expériences de lecture et la médiation dans la formation de lecteurs. Douze professeurs de l éducation de base des écoles de la ville de Belém y ont participé. Le corpus est constitué par les transcriptions de deux genres d instruments: douze interviews narratives et deux groupes de débats. Les analyses montrent deux grandes fases de la rencontre avec la lecture : une antérieure à l école et l autre à partir de l école. Ces fases montrent des pratiques et des représentations de lecture hétérogènes différenciés par rapport à ses aspects fonctionnaux. Elles revellent encore que la formation du lecteur professeur et élève se lie, d abord, à la constitution culturelle de l homme, marquée, fondamentalement, par son interlocution avec l autre. La famille, l école et le lieu de travail se présentent comme des espaces qui impriment des marques profondes dans le rapport avec la lecture. Malgré ça, le même matériel écrit, un fois mis en scène le lu dans ces espaces n ont pas de significat coincidents pour les différentes personnes qui s en approprient. Cette raison montre la possibilité de la construction d une histoire de la lecture, basée pas exclusivement à la description des matériels lus pendant le cours de leurs vies, mais surtout, sur les indicateurs de ses différentes manières de lire. Cette trajectoire exerce de cette façon une forte influence sur la prise de décision et les manifestations du travail du professeur en situation de salle de classe. Comme ça on peut conclure, premièrement, que les représentations et pratiques de lecture se sont constitués et se sont (re)configurés dans des différentes formes, concepts, temps et espaces, dans un entrecroisement de différents discours. Deuxièmement que la reflexion sur les mémoires de lecture a resulté un nouveau regard des participants sur son travail de professeur et a confirmé l hipothèse selon laquelle la production des narratives autoréférencées offre, à qui les narre, la possibilité de transformation des représentations du sujet avec lui-même, avec l autre et avec le monde, ce qui démontre l importance de la recherche (auto)biographique comme méthode d investigation en éducation et sa contribuition pour la formation des formateurs de lecteurs dans des différents domaines de la connaissance , comme territoires constitutifs du sujet et de ses pratiques sociales, à l école et ailleurs

Das tendas às telhas: a educação escolar das crianças ciganas da praça Calon-Florânia/RN

El presente trabajo es el resultado de una investigación llevada a cabo con un grupo de etnia romaní Calon, en el territorio de Seridó, específicamente la ciudad de Florânia, estado do Rio Grande do Norte / RN, como un lugar con la Escola Municipal de Domingas Francelina das Neves . El grupo se trasladó a las pruebas de un nuevo espacio en la ciudad en los principios de l980, la construcción de casas para vivir de esta manera y fundar una escuela para sus hijos, desde el consumo de una cultura diferente a la manera de vivir y estar en el mundo, si los usuarios que hacen de las políticas públicas establecidas grupos sociales. Hemos elegido como base para el análisis de la importancia teórica y metodológica de la Escuela de Cultura Cultura Historia, conceptos y prácticas, estrategias y tácticas (Michel de Certeau), la entrevista completa (Kaufmann) y la memoria (Le Goff). Como una estrategia en la investigación de campo, se utiliza la técnica de observación participante (Minayo). En este trabajo, encontramos el ejercicio de la educación para la vida familiar, la práctica social y cultural de los gitanos, el trabajo de la institución de educación y los elementos postulada por los teóricos que abordan los cambios en los estilos de vida de la inclusión en la escuela, las culturas silenciadas o negada. La investigación representa una labor de diálogo intercultural en una investigación como resultado de intensas búsquedas en fuentes documentales y de archivo, después de haber sido un cuerpo empírico, con material de lectura en los archivos públicos de la Cidade de Florânia, Escola Municipal de archivo Domingas Francelina das Neves entrevistas, fotografías, películas, cuadernos, documentos personales y diarios de circulación nacional. Nuestra investigación tuvo como resultado en los estudios de la cultura escolar y la escuela, el lugar de la escuela como un instrumento de inclusión social de grupos marginados y los grupos étnicos, sin poder, los estudios para la comprensión de la convivencia con los distintos temas de la diversidad, así como la comprensión y posibilidades de la formulación de declaraciones de política, teniendo como punto de partida las prácticas sociales y culturales de la rutina escolar

A interface entre educação e mercado : uma análise crítica das mudanças socioculturais no contexto educacional

In the context of late modernity, the socio-cultural transformations established new social practices which corroborate discursive changes in dialectic movements, contributing to the order of the educational discourses to be more and more affected by typical market discourses and values which are covered by ideologies, hegemonic struggles and power relations. In this sense, this research study, which is based on the theoretical tenets of the Critical Discourse Analysis in its interdisciplinary branch (FAIRCLOUGH, 2006; ORMUNDO, 2010; PEDROSA, 2010; RAMALHO E RESENDE, 2011), aims at discussing how the sociocultural changes in the context of private education interact with the market proposal of neoliberal and economical policies. The research was methodologically based on the qualitative approach (CHIZZOTTI, 1991; BOGDAN e BIKLEN, 1994; MINAYO, 1994), especially on the principles of contemporary Applied Linguistics (SIGNORINI, 1998; MOITA-LOPES, 2006; MENEZES, SILVA, GOMES, 2009). Data were gathered from advertisements used in campaigns by private educational institutions and agencies in Natal/RN; the advertisements were collected in primary and secondary levels and in language courses from October to December, 2010. The data analysis indicate that education, in the context of globalization and late modernity, has become a market agency and that the new face of the educational discourse of private institutions is interwoven with a social representation of education as a site of struggle and hegemonic dispute. Therefore, the research leads us to infer that, as the educational public policies based on hegemonic economy and on ideological assumptions of international agents (Global Bank, FMI, etc.) have become widespread, education has become an arena of dispute and a powerful economic product to the market of cultural and commercial industry, thus emphasizing a society in which everything is economically based

Práticas discursivas e relações afetivas na contemporaneidade: o caso dos verbos ficar e namorar no contexto do vestibular da UFRN

This work is inserted to Applied Linguistic studies, concerned to the understanding that language is a social practice, bringing a qualitative research, discussing essential aspects that involve the subject and his/her discursive practice: signification and valuation. Due to this, we have elected as subject study, the sense and values attributed to the verbs make out and date searched on the articles written in the Vestibular 2005 process promoted by the Universidade Federal do Rio Grande do Norte (UFRN), that had the following instruction: In a relationship, is it better make out , just date , or, both, make out and date ? This research is based on the Circle of Bakhtin s dialogic theory, as well as in the notions of instability in the affective relationships nowadays and in the individualization and multiplicity of contemporaneous subjectivity. Those papers are important to analyze the meaning and values that the verbs make out and date present, nowadays, as expressions of an affective relationship and how this situation can interfere in the positions of subjectivity in a formal instance as a vestibular. Those textual productions reflect those relationships, confronting temporary ones, whose discuss is marked, in general, by social voices that evaluate to make out negatively and to date positively

Letramento no trânsito: eventos e práticas na formação de condutores de veículos

In the contemporary society, the language is presented in all social spaces and assumes many different purposes in order to meet the needs that emerge from each of these sphere. In traffic, this reality is not different. To guide vehicles, it is necessary to know, by means of reading artifacts, what the legislation establishes in what concerns the way to act in this domain. Thus, this works aims at describing the practices of literacy held in events of driver trainings and know the expectations generated by drivers/learners from this training. In theoretical terms, it anchors in Literacy Studies, comprehended here as social practices (BARTON; HAMILTON, 1998; KLEIMAN, 1995, 2008; MORTATTI, 2004; STREET, 1984; OLIVEIRA, 2008, 2010; ROJO, 2009; PAZ, 2008). Genre Theory (BRONCKART, 2004, 1999; OLIVEIRA, 2010) and in your multimodal instance (KRESS; VAN LEEUWEN, 1996; DIONÍSIO, 2006). In terms of methodology, it follows the bias of qualitative research, because of its ethnographic nature (BOGDAN; BIKLEN, 1994; MINAYO, 2010; CANÇADO, 1994; CHIZZOTTI, 2005). The research corpus was generated by reading the Brazilian Traffic Code, by observing the literacy events held in Drivers Training Centers of Natal, analysis of course books used in these events, plus questionnaires with open and closed questions and semistructured interviews. The collaborators are constituted of drivers in training, and instructors who work in this field. The analyses show significant contributions regarding the placement more committed of future drivers with the welfare and safety of those who use the public roads, from the practice or reading done during the traffic training. The contribution of this work lies in the possibility to expand the discussion about the language practice uses regarding the training for the traffic, more specifically, the training of drivers of vehicles

Sujeitos e atores sociais nas representações discursivas de docentes da rede estadual de ensino em Sergipe: uma análise crítica em tempos de Ideb

According to the studies in Applied Linguistics, this thesis is based on an interdisciplinary perspective (Critical Discourse Analysis, Sociology towards Social Change, Cultural Studies and Systemic-Functional Linguistics). The overall objective of the research was to analyze the discourses of Elementary School teachers in the state of Sergipe, by means of the discursive representations of the social actors, the processes of subjectivity and their fragmented identities in the context of standardized evaluations before the requirements of globalized pedagogical practices, based on the result-based management. The critical analysis of such discourses was motivated by the rapid pace with which the demands of innovation become part of the classroom, aiming at reaching the target in what concerns the indexes of the rankings which characterize the globalized discourse of the national education management, like Ideb (Basic Education Development Index), which makes teachers change their discourses, become silent or keep resistant. The work was initially endorsed by the theoretical lines of the Critical Discourse Analysis (FAIRCLOUGH, 2001, 2006), and poses a proposal for such purpose: the ASCD Discourse Sociological and Communicative Approach (PEDROSA, 2012, 2013). This is an interpretative-qualitative study of the Critical Discourse Analysis (FAIRCLOUGH, 2001, 2003; RAMALHO ; RESENDE, 2011) and to carry it out, semi-structured interviews were used as instruments of data generation (BAUER; GASKELL, 2011; GILL, 2011). Its corpus is composed of thirteen accounts of teachers from the Elementary school who teach Portuguese and work in the fifteen schools which were chosen to be the universe of the research at the Regional Board of Education (02) in the state of Sergipe. Such narratives are related to their impressions, expectations and actions which favor the management of results to which they have to submit themselves. The analytical overview of sociological and discursive line comes from the pan-semiotic categories (Inclusion and Exclusion) which appear in the theory of Representation of Social Actors (VAN LEEUWEN, 1997, 2008). To present the processes of subjectivity of these teachers, this work is based on the socio-analytical proposal of the classification of the subjects, which stems from the individual s work in the Gestão Relacional de Si , which comes from the Applied Sociology (towards) Social Change (BAJOIT, 2006, 2009). The discursive analyses were guided word for word, in their majority, by having the Systemic Functional Grammar as their theoretical basis, specifically by the processes of the Transitivity System postulated by Halliday, (1985); Halliday and Mathiessen, (2004); Eggins (2004); Cunha and Souza (2011). The work makes the field of Cultural Studies emerge towards the dialogue and the presentation of the fragmented identities of the teachers in the context of late modernity (GIDDENS, 2002; HALL, 2011). The thesis promoted a reflection over the teacher s condition, who is immerse in this context of knowledge construction of the present Brazilian educational system, the standardized evaluations, the indexes of development, the targets and the rankings. The considerations and outcomes of such a research dealt with the teachers emerging social practices and the need of planned initial and continuing teacher education towards the new moment which is foreseeable

Entre a hegemonia e a polissemia: a Política de Educação e Desenvolvimento para o SUS no contexto do Brasil contemporâneo

The proposal of the Unified Health System Policy (SUS) has been considered one of the most democratic public policies in Brazil. In spite of this, its implementation in a context of social inequalities has demanded significant efforts. From a socio-constructionist perspective on social psychology, the study focused on the National Policy for Permanent Education in Health for the Unified Health System (SUS), launched by the Brazilian government in 2004, as an additional effort to improve practices and accomplish the effective implementation of the principles and guidelines of the Policy. Considering the process of permanent interdependencies between these propositions and the socio-political and cultural context, the study aimed to identify the discursive constructions articulated in the National Policy for Permanent Education in Health for the Unified Health System (SUS) and how they fit into the existing power relations of ongoing Brazilian socio-political context. Subject positionings and action orientation offered to different social actors by these discursive constructions and the kind of practices allowed were also explored, as well as the implementation of the proposal in Rio Grande do Norte state and how this process was perceived by the people involved. The information produced by documental analyses, participant observation and interviews was analyzed as proposed by Institutional Ethnography. It evidenced the inter-relations between the practices of different social actors, the conditions available for those practices and the interests and power relations involved. Discontinuities on public policies in Brazil and the tendency to prioritize institutional and personal interests, in detriment of collective processes of social transformation, were some of obstacles highlighted by participants. The hegemony of the medical model and the individualistic and curative intervention practices that the model elicits were also emphasized as one of the drawbacks of the ongoing system. Facing these challenges, reflexivity and dialogism appear as strategies for a transformative action, making possible the denaturalization of ongoing practices, as well as the values and tenets supporting them

Espaços educativos impulsionadores da educação ambiental

A educação ambiental (EA) vem-se expandindo no Brasil em diversos espaços educativos formais e não-formais. Este texto considera a EA provocadora de mudanças políticas, estimuladora de uma racionalidade ética e ecológica e promovedora de atitudes e valores pessoais e de práticas sociais compatíveis com a sustentabilidade da vida na Terra. Sob esta visão, o artigo tem como objetivo refletir sobre a expansão da educação ambiental nas universidades brasileiras, nos últimos vinte anos; discutir as possíveis mudanças educacionais das políticas públicas da área, a partir da Constituição de 1988; considerar a possível influência das forças dos movimentos sociais da sociedade organizada e das redes de EA locais, regionais e nacionais formadas com a generalização do uso da informática, como impulsionadora da sua expansão. A EA se constitui e se formaliza com o respaldo de uma política nacional que propicia sua permanência e aprofundamento nos espaços já conquistados e promove sua inserção nos demais contextos da sociedade organizada.