Bola na rede: uma análise das estratégias comunicacionais de empresas esportivas no ambiente digital conectado

O uso das mídias sociais digitais como meio de divulgação de produtos, serviços e conteúdos organizacionais tem crescido nas últimas décadas e ganhou especial atenção nos planejamentos de comunicação organizacional e nos estudos acadêmicos sobre o tema. Nesse sentido, o segmento de empresas esportivas atua com destaque, despertando o interesse e a empatia do consumidor. Por meio de análise bibliográfica e estudo empírico, esta pesquisa teve como objetivo investigar as ações de comunicação mercadológica do segmento esportivo no ambiente digital conectado, através de um estudo de caso múltiplo das empresas Nike e Adidas. Para a obtenção dos dados, foram realizadas entrevistas em profundidade com profissionais do mercado e aplicado um protocolo de investigação de redes sociais digitais nos perfis das duas empresas. Após a coleta dos dados, estes foram analisados à luz das teorias estudadas nos capítulos iniciais (que abordaram temas como comunicação organizacional, comunicação digital, esporte e comunicação esportiva), e foi possível concluir, entre outros pontos, que, no universo do segmento esportivo, a comunicação digital conectada não prioriza o diálogo com seus públicos de interesse, sendo essencialmente baseada na divulgação unilateral de conteúdos, nem tampouco explora a potencialidade de cada uma das plataformas digitais disponíveis, replicando conteúdos em diferentes ambientes. Ficou evidente, também, o uso dos elementos constituintes do universo esportivo como argumentos estratégicos de comunicação das empresas, decorrente de sua capacidade de estreitar os laços relacionais com os públicos de interesse, por meio de seus apelos simbólicos de fácil identificação social

COMUNICAÇÃO ESTRATÉGICA DE IES ATRAVÉS DO HANDEBOL DE ALTO RENDIMENTO

A tese aborda como a Universidade Metodista de São Paulo (UMESP) e a Universidade de Taubaté (UNITAU) utilizam o esporte de alto rendimento como meio de divulgação estratégica. O estudo mostra qual é a relação existente entre a comunicação institucional e mercadológica das referidas IES e o handebol de alto rendimento. A tese objetiva também, apresentar as ferramentas de comunicação utilizadas por UMESP e UNITAU para divulgar suas ações de patrocínio e, por fim, avaliar o grau do fluxo de comunicação dos profissionais de comunicação e marketing das IES com gestores esportivos do handebol. A comparação entre as IES analisadas deu-se pelo uso do método de pesquisa de ‘estudos de casos múltiplos’, já a pesquisa documental e a bibliográfica foram utilizadas para a construção teórica do trabalho. Os dados dos objetos de estudo foram coletados através do uso da técnica de entrevista, estas que, adotaram a característica ‘semiestruturada’ com perguntas abertas e uso de roteiro. Concluiu-se que as universidades UMESP e UNITAU pouco exploram a imagem vitoriosa do handebol de alto rendimento que investem como meio estratégico de divulgação

Mechanisms of Mycoplasma-induced inflammation and cellular transformation

There is a growing interest in “medical gasses” for their antibacterial and anti-inflammatory properties. Hydrogen sulfide (H2S), a member of the family of gasotransmitters, is in fact increasingly being recognized as an important signaling molecule, but its precise role in the regulation of the inflammatory response is still not clear. For this reason, the aim of the first part of this thesis was to investigate the effects of H2S on the expression of pro-inflammatory cytokines, such as MCP-1, by using an in vitro model composed by both primary monocytes-derived macrophages cultures and the human monocytic cell line U937 infected with Mycoplasma fermentans, a well-known pro-inflammatory agent. In our experiments, we observed a marked increase in the production of pro-inflammatory cytokines in infected cells. In particular, MCP-1 was induced both at the RNA and at the protein level. To test the effects of H2S on infected cells, we treated the cells with two different H2S donors (NaHS and GYY4137), showing that both H2S treatments had anti-inflammatory effects in Mycoplasma-infected cells: the levels of MCP-1, both mRNA expression and protein production, were reduced. Our subsequent studies aimed at understanding the molecular mechanisms responsible for these effects, focused on two specific molecular pathways, both involved in inflammation: the NF-κB and the Nrf2 pathway. After treatment with pharmacological inhibitors, we demonstrated that Mycoplasma fermentans induces MCP-1 expression through the TLR-NF-κB pathway with the nuclear translocation of its subunits, while treatment with H2S completely blocked the nuclear translocation of NF-κB heterodimer p65/p50. Then, once infected cells were treated with H2S donors, we observed an increased protective effect of Nrf2 and also a decrease in ROS production. These results highlight the importance of H2S in reducing the inflammatory process caused by Mycoplasma fermentans. To this regard, it should be noted that several projects are currently ongoing to develop H2S-releasing compounds as candidate drugs capable of alleviating cell deterioration and to reduce the rate of decline in organ function. In the second part of this study, we investigated the role of Mycoplasma infection in cellular transformation. Infectious agents are involved in the etiology of many different cancers and a number of studies are still investigating the role of microbiota in tumor development. Mycoplasma has been associated with some human cancers, such as prostate cancer and non-Hodgkin’s lymphoma in HIV-seropositive people, and its potential causative role and molecular mechanisms involved are being actively investigated. To this regard, in vitro studies demonstrated that, upon infection, Mycoplasma suppresses the transcriptional activity of p53, key protein in the cancer suppression. As a consequence, infected cells were less susceptible to apoptosis and proliferated more than the uninfected cells. The mechanism(s) responsible for the Mycoplasma-induced inhibitory effect on p53 were not determined. Aim of the second part of this thesis was to better understand the tumorigenic role of the microorganism, by investigating more in details the effect(s) of Mycoplasma on p53 activity in an adenocarcinoma HCT116 cell line. Treatment of Mycoplasma-infected cells with 5FU or with Nutlin, two molecules that induce p53 activity, resulted in cellular proliferation comparable to untreated controls. These results suggested that Mycoplasma infection inhibited p53 activity. Immunoprecipitation of p53 with specific antibodies, and subsequent Gas Chromatography and Mass Spectroscopy (GC-MS) assays, allowed us to identify several Mycoplasma-specific proteins interacting with p53, such as DnaK, a prokaryotic heat shock protein and stress inducible chaperones. In cells transfected with DnaK we observed i) reduced p53 protein levels; ii) reduced activity and expression of p21, Bax and PUMA, iii) a marked increase in cells leaving G1 phase. Taken together, these data show an interaction between the human p53 and the Mycoplasma protein DnaK, with the consequent decreased p53 activity and decreased capability to respond to DNA damage and prevent cell proliferation. Our data indicate that Mycoplasma could be involved in cancer formation and the mechanism(s) has the potential to be a target for cancer diagnosis and treatment(s).

Uncertainty evaluation of an axi-symmetric measurement machine

This paper describes a method of uncertainty evaluation for axi-symmetric measurement machines which is compliant with GUM and PUMA methodologies. Specialized measuring machines for the inspection of axisymmetric components enable the measurement of properties such as roundness (radial runout), axial runout and coning. These machines typically consist of a rotary table and a number of contact measurement probes located on slideways. Sources of uncertainty include the probe calibration process, probe repeatability, probe alignment, geometric errors in the rotary table, the dimensional stability of the structure holding the probes and form errors in the reference hemisphere which is used to calibrate the system. The generic method is described and an evaluation of an industrial machine is described as a worked example. Type A uncertainties were obtained from a repeatability study of the probe calibration process, a repeatability study of the actual measurement process, a system stability test and an elastic deformation test. Type B uncertainties were obtained from calibration certificates and estimates. Expanded uncertainties, at 95% confidence, were then calculated for the measurement of; radial runout (1.2 µm with a plunger probe or 1.7 µm with a lever probe); axial runout (1.2 µm with a plunger probe or 1.5 µm with a lever probe); and coning/swash (0.44 arc seconds with a plunger probe or 0.60 arc seconds with a lever probe).

Endogenous choice of decision variables

In this paper we allow the firms to choose their prices and quantities simultaneously. Quantities are produced in advance and their common sales price is determined by the market. Firms offer their “residual capacities” at their announced prices and the corresponding demand will be served to order. If all firms have small capacities, we obtain the Bertrand solution; while if at least one firm has a sufficiently large capacity, the Cournot outcome and a model of price leadership could emerge.

Sweat Lodges in Iron Age Iberian Peninsula: New Data, Typologies and Interpretations

Three questions on the study of NO Iberian Peninsula sweat lodges are posed. First, the new sauna of Monte Ornedo (Cantabria), the review of the one of Armea (Ourense), and the Cantabrian pedra formosa type are discussed. Second, the known types of sweat lodges are reconsidered underlining the differences between the Cantabrian and the Douro - Minho groups as these differences contribute to a better assessment of the saunas located out of those territories, such as those of Monte Ornedo or Ulaca. Third, a richer record demands a more specific terminology, a larger use of archaeometric analysis and the application of landscape archaeology or art history methodologies. In this way the range of interpretation of the sweat lodges is opened, as an example an essay is proposed that digs on some already known proposals and suggests that the saunas are material metaphors of wombs whose rationale derives from ideologies and ritual practices of Indo-European tradition.

Sunray etched Visors for the Jamaican Olympic Team in three colours: yellow, green and black

Design for visors for the delegation from Jamaica to the London Olympic Games 2012. This design was commissioned by PUMA 2012 based on McLean's designs featured in the website House of Flora, which functions as a space of display, archive, folio, point of sale and dissemination. The McLean standard design for visors is a component of the avant garde, pret a porter millinery, accessory design collections, and stylistically customised for the Jamaican team. McLean's oeuvre is original in its integration of the experimental traditions of art school workshop culture with the professional demands of fashion manufacture and trade culture. Combining the innovation of the postmodern urban artisan with the exacting demands of industrial production, dissemination and distribution McLean's design work spans the disparate worlds of national art collections such as the Victoria and Albert Museum (A Hat Anthology Exhibition, and catalogue 2009), London Design Museum ( Fifty Hats that Changed the World 2009). Integrating design considerations of multiple and mass production with the stylistic considerations of the studio workshop McLean brings the wit of the avant garde urban artisan to the structures and systems of fashion industry. The designs reach to a global audience as product users, as well as to the international connoisseurship of crafts and design specialists. The rigour of McLean's research and innovation is evident in the specificity of the stylistic references made through her selection of materials, processes, form, colour and symbolism. A range of cultural references cite the rich fusion of early twentieth century modernist culture in which the disparate worlds of popular, proletarian, culture fertilised the stylistic austerity of high modern formalism. McLean here considers the relationship between millinery and coiffure, following from the millinery piece featured in (Marcel bobbed hairpiece hat), and now brings the considerations of ethnic difference to bear on her design. Afro hair brings user group specificity to the milliner, and the visor design is a resolution of function and style for both protection and display. Connoting the sartorial conventions of workwear headgear, rather than the nineteenth century colonial 'cricketer's' cap, or the twentieth century US 'baseball' peaked cap, McLean's 'Jamaican Olympic Visor' brings distinctively postcolonial meaning to the cultural profile of the heterotopic media space. Designing for the popular culture of Olympic sports, televised and broadcast to global audiences, brings new forms of agency to the fashion designer, and McLan's design deploys a style that is widely recognisable from other popular culture's film and TV depictions of workwear to mark the distinctive tradition of supremacy that black athletes bring to the European traditions of cultural heritage. Supplanting the Arcadian 'laurels' with which winners are, traditionally, crowned, McLean's visor design innovation, suggests that it is not impossible to challenge and transform apparently timeless hierarchies of power and supremacy, so that ex-slaves may also become victors. McLean's fashion designs all work within this reach of fashion towards the carnivalesque inversion of social orderliness through play, display and sartorial activism.

Estudios, crónicas y relatos de nuestra tierra

Contiene: Estudios y memorias. mujeres. Episodios de una guerra, levantamientos populares. Fiestas populares urbanas y campesinas. Crónicas y relatos

Sistematización de experiencias prácticas artísticas en la comparsa del año 2016

RESUMEN El seis de enero es una fecha en la que tradicionalmente en la ciudad de Cuenca se celebra el día de los santos inocentes, a pesar de corresponder según el calendario eclesiástico al día de reyes, dicha celebración ha venido desarrollándose hasta formar parte de sus tradiciones instituyéndose como Mascaradas de la ciudad de Cuenca, celebración que toma forma de un certamen, con un sistema de premiación otorgando reconocimientos en diferentes categorías. El presente trabajo documenta el proceso que se siguió en toda la elaboración de esculturas, escenografía-coreografías, vestuario y musicalización para las comparsas del seis de enero de 2016 en la que participó la Facultad de Artes de la Universidad de Cuenca. A lo largo de esta acción intervine en diferentes áreas desde la concreción de ideas para el tema planteado en diferentes reuniones de docentes y estudiantes hasta su ejecución y dirección dentro de un trabajo en equipo inter-facultad e inter-facultades, trabajo que se sustentó en conjunto con el departamento de vinculación y diferentes asociaciones de escuela. De estas reuniones se concertó lo siguiente: - El tema de la comparsa sería: “Pumataqui” - Se debía elaborar un conjunto escultórico conformado por seis unidades individuales que dieran razón de las características andinas relacionadas con el camino del puma, como símbolo de fortaleza y jerarquía del pueblo Cañari-Inca. Dentro de las obras se encuentra: el puma de proporciones monumentales con características mecánicas y con la capacidad de sostener a una persona sobre su espalda; un cóndor de 3.5 m de alto, una serpiente de 14 m. de largo, un maíz de 3.2 m de alto, la Pachamama con 3.5 m de alto, sumado a esto se encuentran los participantes con diferentes vestuarios acorde a las esculturas de gran formato. -El vestuario se trabajó en colaboración con una estudiante que posea experiencia en diseño y patronaje textil. -Para acrecentar el impacto de la comparsa se vincularía a estudiantes de las diferentes carreras que oferta la Universidad, por lo cual se optó por abrir el sistema de prácticas pre-profesionales y se realizaron las reuniones respectivas con representantes estudiantiles. Como resultado final la comparsa “Pumataqui” se desarrolló normalmente con todas las coreografías y propuestas escultóricas, obteniendo como reconocimiento el primer lugar en la categoría institucional y adicionalmente la “Máscara dorada” entregada a la mejor comparsa por parte jurado calificador.

Prevalencia y factores asociados a síndrome burnout en docentes vs personal administrativo pertenecientes a una universidad privada en Bogotá en el 2016

El Síndrome de Burnout, es una condición cuya detección ha venido en aumento en las últimas décadas. Sin embargo, son pocos los estudios realizados en docentes universitarios en Colombia. El objetivo del presente estudio es estimar la prevalencia y los factores asociados, en población administrativa y docente de una universidad privada.

Actitudes hacia la Enfermedad del Alzheimer según el género y la edad de adultos colombianos

La enfermedad de Alzheimer (EA) es la demencia más frecuente y su prevalencia continúa en aumento tanto en Colombia como en el mundo. Esta investigación tuvo como objetivo explorar si las actitudes hacia la EA varían según la edad y género de 450 personas adultas colombianas. Se realizó un estudio exploratorio de corte transversal en el que se aplicó un cuestionario autodiligenciado. Se encontró que efectivamente hay algunas diferencias según la edad y el género en el componente cognoscitivo (creencias y conocimiento) y conductual (intención conductual y conducta) de las actitudes; y diferencias según el género en el componente afectivo. Se concluye que los conocimientos sobre la EA son escasos, que la tristeza es la emoción predominante hacia la EA y que es un tema de interés en el que predomina la idea de que afecta especialmente la memoria. Se discutieron los resultados reconociendo que esta es una aproximación inicial a las actitudes hacia la EA.