Destination Positioning Slogans - Analysis of Themes used by New Zealand Regional Tourism Organisations

A significant gap in the tourism and travel literature exists in the area of tourism destination branding. Although brands have been used as sources of differentiation in consumer goods markets for over a century, academic research attention towards destination branding has only been reported since the late 1990s. Three important components of the brand construct are brand identity, brand position and brand image. While interest in applications of brand theory to practise in tourism is increasing, there is a paucity of published research in the literature to guide destination marketing organisations (DMOs). In particular there have been few reported analyses of destination brand positioning slogans. The focus of this paper is on destination brand position slogans, which represent the interface between brand identity and brand image. Part of a wider investigation of DMO slogans worldwide, and in keeping with the conference location, the paper focuses on analysis of slogans used by New Zealand RTOs. The slogans are examined in terms of the extent to which they have been limited to ephemeral indifference. In other words, have they stood the test of time and do they effectively differentiate through a meaningful proposition? Analysis of the slogans indicates very few could be characterised as memorably distinctive. This reflects the complexity involved in capturing the essence of a multi-attributed destination in a succinct and focused positioning slogan, in a way that is both meaningful to the target audience and effectively differentiates the destination from competitors offering the same benefits.

Daggy shirts, daggy slogans? marketing unions to young people

In light of declining trade union density, specifically among young workers, this article explores how trade unions recruit, service and organize young people. Our focus is the way in which trade unions market their services to the young. We use, as a lens of analysis, the services and social marketing literature and the concept of an ‘unsought, experience good’ to explore trade union strategy. Based on interviews with a number of union officials in the state of Queensland, it is clear that unions see the issue of recruitment of young people as significant, and that innovative strategies are being used in at least some unions. However, the research also indicates that despite union awareness, strategies are uneven and resource allocation is patchy. While the research was carried out in one state, the results and conclusion are broadly applicable to the Australian labour movement as a whole, and have implications for union movements in other Anglophone countries.

Slogans of Change : Three Outlooks on Finnish Television

The study Slogans of Change. Three Outlooks on Finnish Television Contents is concerned with alleged changes of television contents during the 1990s and 2000s, such as dumbing down, tabloidisation, entertainisation , and the like. Specifically, the focus is on the ways these changes might manifest in Finnish television. The aim of the study has been threefold: 1. To operationalise public and academic discussions about changes via specific slogans emerging from the debates; 2. Consequently, to study the slogans empirically and reflect on the findings with earlier research, including studies on institutional and audience-related aspects; 3. Finally, to suggest what the findings might mean regarding discussions about television s role, and what kinds of slogans or concepts might best serve future discussions and research. The empirical outlooks presented in this study offer analyses with three different sets of opposing slogans of change. The outlooks also follow three different traditions of the study of television. The first outlook focuses on quantity, as it gives a longitudinal (1993-2004), macro-level view on programme structures. The methodological approach is derived from media economic and policy studies. The claims that frame the analysis are convergence versus diversification of programme structures. The second outlook provides quantitative and qualitative views on the characteristics and quality  the term signifying essence as well as worth  of Finnish television journalism during sample weeks from the years 2002 and 2003. This outlook follows the traditions of quantitative content analysis found in journalism studies coupled with descriptive qualitative content analyses. The slogans reflected in this section are the lightening or widening of journalism. The third outlook narrows down the material and focuses at a micro-level on form; that is, communicative conventions in a small array of selected programmes in 1993, 2000 and during 2002-2004. The analyses have been inspired by the method of conversation analysis of verbal interaction, and coupled with qualitative close readings, with the focus of different communicative situations in the programmes. The catchphrases employed in this part are emotainment versus democratainment, coupled with more specific claims of discursive hybridisation and conversationalisation. The findings depict that, empirically, changes in Finnish television contents are not clear linear trends and cannot easily be moulded into neat slogans. The quantitative outlook on programme output during 1993-2004 depicts a tendency towards differentiation of channels, paving the way for the multi-channel digital system. The change in programme structures, however, is not dramatic on the level of total output. The second outlook suggests that the dualistic concepts, such as the pair information-entertainment, are not sufficient in understanding the array and changes of programmes that could be called journalism. The outlook on communicative conventions highlights hybridisation in the manner of television talk and its relation to broader debates on contents. Despite the three dissimilar empirical approaches, unifying aspects emerge. The outlooks suggest, albeit in different ways, tendencies toward distinction and polarisation. This study proposes that in order to facilitate a more nuanced understanding of the changes in television contents, dualistic slogans should be replaced with a multi-dimensional understanding of the concept of diversity.

O que signifixa isso? Dos slogans às ressignificações do discurso pedagógico contemporâneo

O presente trabalho busca compreender as ressignificações do discurso pedagógico contemporâneo a partir da análise dos slogans que circularam na recente Conferência Nacional de Educação (CONAE), como modo de problematizar os projetos ideológicos em disputa por hegemonia no campo da educação nacional. Situado no entrecruzamento entre os campos da linguagem, da ideologia e do poder como hegemonia, toma a teoria enunciativa de Mikhail Bakhtin e a Análise Crítica do Discurso (ACD), nos termos em que formulada por Norman Fairclough, como propostas teórico-metodológicas. No escopo de um diálogo tecido entre os autores, assume a linguagem como parte irredutível da vida social, em duas abordagens que propõem as noções de discurso e de poder em perspectiva crítica. Pautado na imersão da pesquisadora na CONAE, esfera de produção-circulação do discurso pedagógico contemporâneo, este trabalho assume o texto como material privilegiado de análise, focalizando documentos oficiais e pronunciamentos político-governamentais. Dois discursos nodais foram identificados: o da democratização e o da qualidade. Em relação ao primeiro, são analisados os pressupostos assumidos e a constituição histórica de um campo de sentidos que inclui artifícios retóricos. Em relação ao segundo, é dado tratamento crítico ao léxico associado à qualidade em suas sucessivas adjetivações. A partir de ambos os discursos foram analisados dois slogans. O primeiro deles denominado Educação para todos!, Todos pela Educação! aponta para dois deslocamentos semânticos: 1) do direito à educação para o direito à qualidade; e 2) da perspectiva da igualdade para a de uma inclusão baseada no conceito da diferença. O segundo slogan denominado O protagonista, professor! aponta para um lugar contraditório ocupado pelo professor, em que a exortação não se coaduna com suas condições materiais de existência. Para abordar a constituição ideológica deste lugar, nos seus sentidos hegemônicos, são analisados: os discursos da OCDE e imagens de professores na mídia como expressões das relações entre os contextos micro e macro. Para a compreensão dos slogans é situado o binômio informação-conhecimento como cronotopo-chave da contemporaneidade. É nesse cenário que as expectativas relativas à produção do conhecimento são articuladas a exigências do sistema produtivo, sendo a educação concebida como instrumento de racionalidade econômica. Desse modo, o movimento analítico questiona, para além da positividade aparente, a forma como os slogans ganham centralidade no discurso pedagógico contemporâneo, na tentativa de perceber sentidos que interpelam sujeitos e sistemas de ensino e vão sendo naturalizados, até que, tomados como necessários, afastam possibilidades de crítica

Slogans políticos em campanhas eleitorais no Rio Grande do Norte: a mídia na disputa ideológica.

To the observe the periods of electoral campaigns, we can realize sharply the abundance of political propaganda that announces the candidates, their campaign record, their proposed and everything that can carry them to the victory in the urns. The propaganda is today an essential tool in the votes dispute, in consequence of this, there is, in Brazil, the increasing participation of the Politics Parties in seminars of electoral marketing. They are varied strategies of the media used in the divulging of the candidacies, among them the slogan. Instigated by the explicit relation media/political, this work intends to investigate the ideologies (values) announced by the slogans of political propaganda that circulated in electoral periods. Thus, we base on the theory of the Circle of Bakhtin, who considers the statement as unit of the verbal communication, and that conceives the language as phenomenon dialogical, and, too, in the conceptions of alien words, social voices and dialogical relations formulated by the referred theory. We use, for better to comprehend, the slogan as strategy mediatic, of the classical study done by Olivier Reboul concerning the slogan; and, like starting point of a conception about ideology, studied John Thompson to comprehends the ideological phenomenon. Our corpus it constitutes of 14 political slogans announced in the campaigns for mayor of the cities in Natal and Mossoró, both located in Rio Grande do Norte s state, Brazil, in 1996, 2000 and 2004. For the analysis of these slogans, we consider the social-historical context in which were announced, being contemplated the linguistic and discursive aspect, according to the following methodological order: the identification of alien words (interdiscours); the social voices and the kinds dialogical relations established; and, finally, the ideology announced by the statement. This way, we can arrive to the conclusion that in the electoral context occurs a true ideologies war , in other words, in the political game of an electoral campaign, the slogans announces different values, which vary in several factors function, for example, the historicity, the subject that enunciates, the discursive positionings.

Propaganda e discurso ideológico: um estudo dos slogans das campanhas de incentivo à leitura

Considérant que le Brésil est un pays considéré comme «non- lecteurs», nous avons essayé de trouver des solutions pour inverser cette situation d'exclusion sociale à travers des campagnes et des projets. Le slogan était le moyen de la propagande a proposé à cet effet. En étant un peu éclairante, il a été considéré qu'ils étaient peut-être inséré dans un contexte idéologique, en passant, qui faisait alors partie de l'objet d'études en question et, en conséquence, l'objectif était d'étudier comment, dans niveau discursif, les relations sociales de l'idéologie et du pouvoir dans ces dessins slogans verbaux et des campagnes publicitaires pour encourager la lecture. Nous avons utilisé comme instrument de collecte de données en 2007 slogans projets (sept) et l'intensification des campagnes de publicité dans les années 1995 à 2006, peu après la création de la descendance en 1992, où son fonctionnement a été analysé et discours idéologique, en cherchant à identifier les états effets de sens proposé. Nous avons utilisé pour soutenir la perspective de recherche d'analyse du discours de l'école française, affiliée à Pêcheux. Afin de sens les effets sens des tests a été fait une semi-ouverte aux enseignants qui traitent directement avec l'enseignement de la lecture de l'Institut de l'Enseignement Supérieur du Président-Kennedy, situé à Natal / RN. On été appliqués 100 questionnaires, parmi lesquels 60 d‟entre eux utilisés pour l‟analyse. La recherche a démontré par l'analyse, que la façon d'encourager les gens à lire se déplace à travers le modèle principal de la compréhension de la lecture à laquelle les slogans ont été utilisés, en les intégrant dans un discours dominant, qui ne contribue pas de manière significative à l'augmentation le nombre de lecteurs dans le pays. Grâce à l'analyse des slogans et la réception des sujets de recherche, nous nous rendons compte de la diversité et l'idéologie sont présents en elles, révélant tout le temps, la compréhension de la lecture comme une surface pratique, ne mettre en lumière certaines de ses fonctions Importantes au sein d‟um contexte éducatif plus large

'A slap on the wrist'? The conservative agenda in Queensland, Australia

Recent amendments to youth justice legislation in Queensland include opening Children’s Court proceedings, removing the Principle of Detention as a Last Resort, facilitating transfers of 17 year-old offenders to adult prisons, instigating new bail offences, and introducing mandatory boot camp orders. This article examines the context of these changes including the inadequacies of the public policy process, and the impassioned political rhetoric imbued with simplistic slogans. This is a case study of regressive youth justice policy and the article reflects on the many causes underlying the reactive winding back of reform.

Perceptions of destinations don’t change much over time

One of the most popular topics in tourism research is destination image. That is, measuring consumers’ perceptions of a destination. The importance of the topic is a no brainer given travellers are spoilt by choice of destinations, and that the images they hold of a place are as important as the tangible tourism features. This is underpinned by the old adage perception is reality, a theory promoted by two academics back in 1928 who proposed “what people believe to be true will be real in its consequences”. So, every place marketer knows consumer perceptions play a major role in the competitiveness of their destination.

La atracción de la falsa palabra y del código prohibido en Margaret Atwood: "Nolite te bastardes carborundorum"

Este trabajo ha sido realizado dentro del Grupo de Investigación GIU 10–19 “LITTERARVM. Grupo de Investigación en Literatura, Retórica y Tradición Clásica” de la UPV/EHU.

Fazendo filmes na Ilha: produção de audiovisual como linha de fuga em Cotijuba, periferia de Belém

Fazendo filmes na ilha investiga as formas com que um grupo de jovens do sexo feminino e participantes assíduas do Cineclube Belém Insular na ilha de Cotijuba (Belém do Pará) se apropriam das imagens produzidas pelos diferentes dispositivos tecnológicos para exprimir as marcas territoriais do ambiente em que vivem. Analisa as produções realizadas por elas e verifica se expressam linhas de fuga às formas e formatos audiovisuais vigentes ou se apenas refletem os clichês visuais e sonoros, além das palavras de ordem, difundidos pelos meios de comunicação de massa. Esta pesquisa surge em decorrência do barateamento, facilidade de manuseio e de transmissão oferecidos pelo desenvolvimento das tecnologias de informação e comunicação, que permitiram novas formas de relação com as imagens. Se antes a produção e difusão das produções audiovisuais eram controladas pelos meios de comunicação de massa no formato um/todos, hoje, qualquer um com telefone celular, câmera fotográfica ou câmera de vídeo amadora é capaz de produzir um filme/vídeo e compartilhá-lo através das redes sociais e, principalmente, através de canais como o youtube. Dessa forma, territórios outrora isolados como a ilha de Cotijuba passam a ter acesso a informações locais e globais que se refletem em novos processos de subjetivação, transformando formas de pensar/agir e sentir na região. O campo conceitual circula entre Foucault, Deleuze e Guattari e outros autores pós-estruturalistas, além da bibliografia específica da área do audiovisual e das artes.

O Processo de esvaziamento da função docente: Bases Políticas e Teóricas

O objetivo precípuo da pesquisa que ora se apresenta consiste em analisar as políticas e reformas da educação no que concerne à Formação de Professores da década de 1990, considerando o intenso barateamento e a precarização, que vem ocorrendo nas últimas décadas, nessa formação. Buscamos entender em que medida as políticas são contingentes e elaboradas para atender aos problemas emergenciais e porque não trazem em seu bojo a construção de ações que visam à transformação da formação e da própria sociedade. Busca, ainda, compreender se a Teoria Reflexiva, cujos expoentes são John Dewey e Donald Schön, que fundamenta o trabalho de alguns professores formadores, é uma extensão das políticas e reformas empreendidas no Brasil nas últimas décadas. De igual modo, visa a analisar se palavras de ordem como flexibilização, polivalência, habilidades e competência, que compõem a agenda neoliberal, foram aderidas ao pacote para a Formação de Professores da Teoria Reflexiva. Pretende contrapor os fundamentos da Teoria Reflexiva àqueles da Pedagogia Histórico-Crítica. Utiliza, nesta etapa da investigação, a pesquisa bibliográfica e documental pertinente e levanta informações sobre o Curso de Pedagogia no Brasil por meio da pesquisa empírica, que ocorreu em três Universidades: Universidade Estadual de Ponta Grossa (UEPG), Universidade Federal do Paraná (UFPR) e Universidade Estadual do Oeste do Paraná (UNIOESTE-Câmpus Cascavel). Analisa o Projeto Político-Pedagógico de cada uma para detectar qual Referencial Teórico pautou sua construção e realiza entrevistas semiestruturadas com professores do Curso de Pedagogia, buscando meios que possibilitou realizar o levantamento do possível Referencial Teórico que pauta o trabalho desses professores

Religia w polityce Filipa II Macedońskiego

Wydział Historyczny