Entre a fé, a obra social e a publicidade: uma análise crítica do discurso da responsabilidade social da Igreja Universal do Reino de Deus

Situated on Applied Linguistics (PENNYCOOK, 1998; MOITA LOPES, 2003, 2006, 2008, 2009), this thesis, which is inscribed in a qualitative-interpretative approach of a critical analysis perspective , lies on the speech of social responsibility and the way like that is employed in seeking for legitimacy and prestige within the neopentecostal brazilian religious field, more specifically of the Universal Church of the Kingdom of God. The general goal of this research is t reflect upon the speech on social responsibility and the rethoric of selfpromotion of the Universal Church through the role of social actors in the making of his her identities, materialized in the newspaper Folha Universal. In order to achieve that, we have conjugated, in this research, social and discursive analysis. On the linguistic-discursive approach, the research is based on the Critical Analysis of Discourse (ACD), specially in Fairclough (2001, 2003, 2006), a proposal that provides theoretical-methodological tools to investigate the language beyond the linguistic structures , that is, the discourse, social practices in which it occurs and more ample structures. Theoretical assumptions were also used of Sistemico-Functional Linguistics(LSF), matching with categories of the Transitivity System of Halliday (1994, 2004), of the forms of representation of social actors in the socioeconomic perspective by Van Leeuwen (1997, 2008) and of the Appraisal system by Martin and White (2005). As we develop the argumentation on thesobre social role of religion in this thesis, we make use of the authors such as Freston (1994), Oro (1997, 2003), Campos (1996, 1999), Mariano (1999), Meneses (2008), among several ones. We have also used a series of concepts and categories coming from the field of communication and marketing on the business social responsability and social marketing . In this area, we take as references the contributions of Bueno (2003), Fossá and Sartoretto (2003) and Zenone (2006). The corpus of the work is framed by news taken at the newspaper Folha Universal, in which are given the social responsibility actions of the church . The timeframe used was on the editions of 2010 thru 2012. Results found at he analysis of the News lead to semantic features of Assessment of Affection, Judgment and Appreciation, many times followed by Gradation, and the Attribution, one of the subsystems of the Attachment, are evidence of positive assessments for the Universal Church and its agents and make up rethorical elements which provide structure for the discourse of the Universal Church at the newspaper Folha Universal consisted of its image (style) of social responsibility . Results show that the most frequente social actors of the discourse are, on one hand, the Universal Church itself and its volunteers, famous (actors, actresses, presenters), politicians and authorities, on the other hand, the population which was helped by the Church social projects . The first group seems to be Always activated, however the second one, most of the time rather passive. These are also represented by assimilation in most of the occurrences, however the other ones by individualization and nomination entitled by honorification, except for the volunteers that are represented either as an individual, or as a group

Publicidade e moda: um estudo sobre a materialidade da mídia e a produção de sentido na revista ffw>>mag!

The proposal of this research is to analyze the convergence between fashion and communication shown on the materiality of the print media, and how the language from the supporter influences on the production of sense by the target market. Made real in the research corpus comprised of six ffw>>mag! magazines from the year 2011. The applied conceptual mechanism tries to investigate the production of sense from the physical attributes before interpreting the message s content, to do so, the Materiality of Communication is used, which offers an investigative apparatus of the media in its material shape, and those as influences in the communicative acts and processes. Methodologically, we adopt the Peircean Semiotics Theory, for its study focus on the analysis of the possible processes of production of sense. Through Semiotics we achieve the interpretative levels that allow us to clarify the questionings that come from the research s objectives, identifying and tracing the cognitive and intelligibility schemes bound to the media speeches of materiality. The analysis coordinated to the concepts and theories employed in this study point to a confirmation that the materiality of the reviewed media communicates to the readers in the same intensity as its content, provides a preview of the content and notifies the intentions of the publication. In the commercial way, characterizing the target audience it craves, and also in the conceptual way, demonstrating the ideas it wants to communicate. Where the convergence between communication and fashion unfolds as the materiality of the media by the choice of the materials and finishing options, and mainly by the selection and manipulation of technical images and colors from the cycles of fashion

Infância na publicidade: um estudo sobre o trabalho de crianças na publicidade na cidade de Natal-RN

In Brazilian scene the child labor is a serious and relevant theme regarding issues that involve infancy, arousing the interest and concerning of public and private institutions, and organized civil society. Thus, the child labor is forbidden by the law, considered that the child worker have a distinguished life experience, especially because it is demanded them the early mature of some skill, generating implications on their physical, emotional, cognitive, social and psychological development. Observing those issues, we proposed think the child labor, over and above those considered the worst forms of one and more found in literature, what lead us to think the child labor in the advertising. In that way, this research aimed to investigate the insertion and development conditions of children who work in advertisements, and the possible effects on their lives in the face of that insertion. Participated of this study: three advertising agencies, six video producers companies, one child model s agent and five children with their respective families. Those children were four boys and two girls, with ages between seven and eleven years old, which one that have accomplished four or more advertisements, in Natal city, Rio Grande do Norte. Based on social-historical perspective, we used the semi-structured interview as methodological instrument, which underlays the comprehension of the data obtained in field research processes. This study revealed that when children are inserted in the advertising activities they are submitted to irregular and adverse work situations, what occurs in others productive activities mentioned in the literature. The data still exposed that the family is the main responsible to the children insertion in the advertisement work; moreover, there is an ambiguousness of wishes in relation of that activity. On the other hand, we realized that the legal content concerning to the child labor forbidding, carries contradictory aspects in face of the ECA s 149 article, that one, under some conditions, allows that a child take part in the activities of advertising context. This highlights the necessity of a rigorous evaluation of the children insertion in the advertising, in order to ensure the whole children and adolescents protection. This study put in evidence the complexity that involves the child labor in this context, mainly, due to the exposition and manipulation of the childish image on the media. Besides, we understand that the discussion on this subject should be stimulated and, therefore, enlarged this on over and above those considered the worst forms of child labor

Teoria e prática em catalogação de assunto: a sistematicidade do processo em contexto de bibliotecas universitárias pela perspectiva profissional

A natureza subjetiva da catalogação de assunto imprime certas peculiaridades nas ações dos profissionais que realizam a atividade em domínios específicos. Sendo assim, mostra-se necessária à realização de estudos que cerquem as ações dos catalogadores de assunto, ancoradas na realidade do contexto de bibliotecas universitárias, para a obtenção dos fatores influentes do saber e do fazer profissional. Portanto, analisa-se o conhecimento profissional acerca da sistematicidade do processo da catalogação de assunto em perspectiva sociocognitiva. Para tanto, aplica-se a técnica de Protocolo Verbal em Grupo com três catalogadores de assunto de distintas bibliotecas universitárias do estado de São Paulo, a fim de conhecer a realidade do processo da catalogação de assunto pela perspectiva profissional. Os resultados apontam a necessidade de instrumentos metodológicos que propiciem sustentabilidade prática à catalogação de assunto, em contexto de bibliotecas universitárias.

Avaliação comparada do uso de linguagens de indexação em catálogos de bibliotecas universitárias para recuperação por assunto

A comparative evaluation was made of the use of natural language versus two specialized indexing languages, aiming to demonstrate the influence of the availability of indexing languages on the functioning of information retrieval systems. The study was conducted within the ambit of the construction of search strategies by subject in online university library catalogs. The precision ratio was calculated to determine the accuracy of each indexing language in subjectbased information retrieval. From the comparative evaluation of the use of indexing languages, it was concluded that the term specificity required by the user during retrieval was more satisfactory when the query was made through controlled languages, whose availability and simplicity is also an indispensable requisite.

Imprensa, política e publicidade: Um estudo sobre a revista Caros Amigos (1997-2006)

The article discusses the relationship between media, politics and advertising in the magazine Caros Amigos between 1997 and 2006. It studies on the weight of the Partido dos Trabalhadores in the funding of the publication and the charges made against the magazine's publishers due to this fact. © 2011 by Unisinos.

Relações teóricas da organização do conhecimento com as abordagens de catalogação de assunto, indexação e análise documental: Uma análise de domínio da revista Scire (1995-2010)

Considering knowledge organization and representation as a theoretical line used by Information Science to face the subject approach to information, in a dialogical relation with subject cataloguing, indexing and analyse documentaire, this article carries out a domain-analysis of Scire journal (1995-2010) in order to identify the scientific production in the mentionned theoretical lines as well as their relationships. Scire constitutes an environment where members of the different paradigms have found an space to relate each other.

Artvertising: amores e dissabores entre a arte e a publicidade

Pós-graduação em Artes - IA

A propaganda e a publicidade na TV digital: um estudo exploratório de tendências

Pós-graduação em Televisão Digital: Informação e Conhecimento - FAAC

Diretrizes para análise e desenvolvimento de identidade visual: contribuições para o design ergonômico

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

Institucionalização da publicidade registral imobiliária no ordenamento jurídico brasileiro

Pós-graduação em Direito - FCHS

Análise da produção acadêmica constante no banco de teses da Capes segundo o assunto educação de surdos (2005-2009)

Pós-graduação em Educação Escolar - FCLAR

A revista Caros amigos (1997-2006) e os governos FHC e Lula: nova imprensa alternativa, política e publicidade

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

O processo de análise de assunto na catalogação de documentos: a perspectiva sociocognitiva do catalogador em contexto de biblioteca universitária

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)

A dimensão teórica e metodológica da catalogação de assunto

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)