Made available in DSpace on 2015-04-14T14:41:33Z (GMT). No. of bitstreams: 1 437825.pdf: 6593996 bytes, checksum: 8f7a20fc566605b0da3fe397a86513e1 (MD5) Previous issue date: 2012-03-15 / This paper is dedicated to the analysis of the communication strategies organized by the Landless Rural Workers Movement (MST) in its official website (www.mst.org.br). The insertion of this social movement in what is known as the virtual public sphere and the actions of this collective in the context of Cyber Democracy were observed. The objective was to understand how the virtual public sphere can be seen as an interesting space, capable of venting a multiplicity of voices that, often, do not find suitable conditions to express themselves in the off-line public sphere, but that, many times, through acting in the cyberspace, reach what is called overflowing : an intersection between two spaces (on and off) that point to practical results for the agent. Thus this paper was conjugated from the observation of three elements that organize it: the constituting of a virtual public sphere, Cyber Democracy as the new terrain that enables citizenship actions and the strategies organized by MST in order to act in this scenario. The principles of the Comprehensive Sociology guided the theoretical construction of this research; and the principles of Ethnography and Netnography, the empirical construction. Through these methodological options we have tried to identify the gains obtained by this collective from its actions in the virtual sphere and answer the following question: what does it represents for MST the organization of a website in which it can say about itself, directly to the receptor, without any intermediates? / O presente trabalho ? dedicado ? an?lise das estrat?gias de Comunica??o organizadas pelo Movimento dos Trabalhadores Rurais Sem Terra (MST) em sua p?gina oficial (www.mst.org.br). A partir desta an?lise observamos a inser??o do movimento social no que entendemos por esfera p?blica virtual, al?m de examinar as a??es desse coletivo no contexto da Ciberdemocracia. Nossa inten??o foi a de compreender como a esfera p?blica de car?ter virtual pode ser vislumbrada como um espa?o interessante, capaz de dar vaz?o a uma multiplicidade de vozes que, habitualmente, n?o encontra condi??es de express?o na esfera p?blica off-line, mas que muitas vezes alcan?a, atrav?s da atua??o no ciberespa?o, o que chamamos de transbordamento : uma intersec??o entre os dois espa?os (on e off) que aponta resultados pr?ticos para o agente em quest?o. Nesse sentido, conjugamos este trabalho a partir da observa??o de tr?s elementos que o organizam: a constitui??o de uma esfera p?blica virtual, a Ciberdemocracia enquanto novo terreno propiciador da a??o cidad? e as estrat?gias organizadas pelo MST para atuar nesse cen?rio. Os princ?pios da Sociologia Compreensiva foram as indica??es que nortearam a constru??o desta pesquisa no campo te?rico. No que tange ? pesquisa emp?rica, nos valemos da etnografia e da netnografia. Atrav?s dessas op??es metodol?gicas buscamos identificar os ganhos obtidos por este coletivo a partir de suas a??es no meio virtual procurando responder a seguinte indaga??o: o que representa para o MST, a organiza??o de um site em que pode dizer de si diretamente ao receptor, livre de intermedi?rios?.

Made available in DSpace on 2015-04-14T14:41:33Z (GMT). No. of bitstreams: 1 438014.pdf: 1395463 bytes, checksum: 01956b6e301db4bd07412f487cf1b7c2 (MD5) Previous issue date: 2012-03-13 / This dissertation has the objective of to investigate the distribution of brazilian feature films in home movier theatres by independent distributers in 2010. Identify the behavior of these films in relation to economic and institutional factors that brazilian market. Also, look on the set of weights that separate elements of brazilian cinema audience, even if the production is maintained and continuously increasing since the beginning the of century. The study analyzes three films, with the intention of improving the explanation of the topic. They are: Tropa de Elite 2 (Elite Squad 2, Jos? Padilha, 2010), 400 contra 1: uma hist?ria do crime organizado (400 against 1: a history of organized crime, Caco Souza, 2010) and Seguran?a Nacional (National Security, Roberto Carminatti, 2010). / Esta disserta??o tem como objetivo pesquisar a distribui??o cinematogr?fica de filmes brasileiros de longa-metragem lan?ados por distribuidoras independentes nas salas de exibi??o do pa?s, no ano de 2010. Identificar qual o comportamento desses filmes em rela??o aos fatores econ?micos e institucionais que contemplam o mercado brasileiro. Al?m disso, buscar pondera??es sobre o conjunto de elementos que separam o cinema brasileiro de seu p?blico, mesmo que a produ??o se mantenha crescente e cont?nua desde o in?cio do s?culo XXI. O estudo analisa tr?s filmes, com a inten??o de melhorar a explana??o do tema. S?o eles: Tropa de Elite 2, de Jos? Padilha; 400 contra 1 - A hist?ria do Comando Vermelho, de Caco Souza e Seguran?a Nacional, de Roberto Carminatti.

Made available in DSpace on 2015-04-14T14:41:35Z (GMT). No. of bitstreams: 1 438422.pdf: 806918 bytes, checksum: 6be4ab8df1d302b41f88c37d006de333 (MD5) Previous issue date: 2012-03-21 / In this paper, we are going to study the production of meaning and the verbal and nonverbal features of the Chaves TV Show. We aim to observe the communication of this show, to explain the meaning of discourse production of verbal and nonverbal of the character Chaves and to understand the message produced by the show. To this end, we are going to analyze five episodes of the years 1973, 1974, 1975, 1976 and 1977. No program that resists more than two decades on Brazilian television, based basically on reruns, must be seen as an attraction whatsoever. The Chaves TV Show is much more than a comedy. It became successful due to rescuing on TV a touch of inocence and simplicity that seemed lost in a time of new technologies and express malice. During this study, we are going to cover the categories of Stereotype, Myth, Power, Culture and Socio-dialect, based on Barthes. We are going to proceed to the analysis using the Edgar Morin s paradigm of complexity as a method and as a technique the Semiology and the Research Semiology by Roland Barthes. Through the theoretical foundation of this paper is that we are going to observe that the Chaves TV Show has unique characteristics with regard to the construction of his speech, and always attempts to transmit a message to the viewer. / No presente trabalho, estudaremos a produ??o de sentido e os aspectos verbais e n?o verbais do Programa do Chaves. Temos por objetivos observar a comunica??o desse programa, explicar a produ??o de sentido do discurso verbal e n?o verbal do personagem Chaves e compreender a mensagem produzida pelo programa. Para tal, analisaremos cinco epis?dios dos anos de 1973, 1974, 1975, 1976 e 1977. Um programa que resiste h? mais de duas d?cadas na TV brasileira, ? base praticamente de reprises, n?o deve ser visto como uma atra??o qualquer. O Programa do Chaves ? muito mais que um programa de humor. Tornou-se um sucesso justamente por resgatar, na TV, um toque de ingenuidade e de fazer artesanal, o que parecia perdido em tempos de novas tecnologias e mal?cia expl?cita. Durante este estudo, ser?o contempladas as categorias Estere?tipo, Mito, Poder, Cultura e Socioleto, fundamentadas em Roland Barthes. Procederemos ? an?lise utilizando, como m?todo, o Paradigma da Complexidade, de Edgar Morin, e, como t?cnicas, a Semiologia e a Pesquisa Semiol?gica de Barthes. Por meio da fundamenta??o te?rica deste trabalho, observamos que o Programa do Chaves tem caracter?sticas peculiares no que se refere ? constru??o do seu discurso e sempre tenta transmitir uma mensagem para o telespectador.

Made available in DSpace on 2015-04-14T14:41:38Z (GMT). No. of bitstreams: 1 441487.pdf: 8151518 bytes, checksum: 71ac1245c2ad8d1a889600bf3cc137d3 (MD5) Previous issue date: 2012-08-17 / Sem ag?ncia de fomento / Popular retail communication in the perspective of reception by common people, taking in consideration the influence of the aesthetic seduction of such communication in the Point of Sale. The methodology used is the Comprehensive Sociology (Michel Maffesoli). The techniques used to analyze the object of study are mainly Bibliographical Research, Participant Observation. The epistemological connection constructs the researcher s point of view, with the Comprehensive Sociology preceding the notions Hedonism, regarding consumption, popular consumption, and habits referring to common people. Such notions will be used to analyze the object of study: Lojas Marisa. / A comunica??o do varejo popular sob a inst?ncia da recep??o dos populares observando a influ?ncia da sedu??o est?tica dessa comunica??o no Ponto de Venda. A metodologia aplicada ? Sociologia Compreensiva (Michel Maffesoli). As t?cnicas que abordam o objeto de estudo s?o, principalmente, a Pesquisa Bibliogr?fica, a Observa??o Participante. A costura epistemol?gica constr?i o olhar da pesquisadora com a Sociologia Compreensiva, precedendo a no??es sobre o Hedonismo, o consumo, o consumo popular, h?bitos referentes aos populares, fazendo dessas as no??es do escrut?nio do objeto de estudo: as Lojas Marisa.

Made available in DSpace on 2015-04-14T14:41:39Z (GMT). No. of bitstreams: 1 443413.pdf: 5851044 bytes, checksum: d12872e66bd23c3aae949be32dfe6cb1 (MD5) Previous issue date: 2012-10-10 / Being one of the best television Brazilian in the world, maintaining a constant improvement in its over 60 years, this study presents a deeper historical perspective, examining it with a macro view. Recovered sequentially facts, establishing a chronology that facilitates the understanding of the history of television in the Rio Grande do Sul. Thus, this paper shows the main events and also a rescue from the memory of what was done and by whom it was made, highlighting the changing practices of its leaders who have gone through different phases during the 50 years of the television in the state Rio Grande. The approach took place within a qualitative view where we attempted to check how was the relationship between the evolution of television technology ante development and behavioral changes in society affected by it. With the exploratory and qualitative, as we approach the literature, interviews and personal testimonies, besides the exercise of memory. Based on the research problem shows that the specific technical advances of television in Rio Grande do Sul were compatible with the networks of broadcasters heads, kept the proportions of quantitative amount of equipment, for attending to the need of local programming. It shows also the impossibility of a local station financially survive in competition with commercial broadcasters affiliated / Por ser a televis?o brasileira uma das melhores do mundo, mantendo um constante aprimoramento em seus mais de 60 anos de vida, este estudo apresenta um aprofundamento da sua perspectiva hist?rica. Recuperaram-se sequencialmente os fatos, estabelecendo uma cronologia que facilita o entendimento da hist?ria da televis?o no Rio Grande do Sul. Assim, este trabalho mostra os principais acontecimentos e, tamb?m, um resgate da mem?ria do que foi feito e por quem foi feito, destacando as mudan?as de pr?ticas dos seus respons?veis que passaram por diferentes fases, durante os 50 anos de exist?ncia da televis?o no estado rio-grandense. A abordagem realizou-se dentro de uma vis?o qualitativa onde buscou-se verificar como se deu a rela??o entre a evolu??o da tecnologia televisiva ante o desenvolvimento e as mudan?as comportamentais na sociedade por ela atingida. Com o car?ter explorat?rio e qualitativo, temos como metodologia a pesquisa bibliogr?fica, entrevistas e depoimentos pessoais, al?m do pr?prio exerc?cio da mem?ria. Baseado no problema da pesquisa mostra-se que os avan?os t?cnicos espec?ficos da televis?o sul-rio-grandense foram compat?veis com os das emissoras cabe?as de redes, guardadas as propor??es quantitativas de n?mero de equipamentos, pois atendia-se a necessidade da programa??o local. Mostra-se, tamb?m, a impossibilidade de uma emissora local sobreviver financeiramente na competi??o comercial com as emissoras filiadas

Made available in DSpace on 2015-04-14T14:41:42Z (GMT). No. of bitstreams: 1 446024.pdf: 4759420 bytes, checksum: ccf53611c7164cf334eda045705d70ad (MD5) Previous issue date: 2013-01-10 / This research investigates the street style blog phenomenon, in the narcissistic digital society, in order to comprehend it s logic and it s interlocutors, and in particular, to understand the collective imaginary of street fashion and blogger dynamics, as they are fl?neurs of contemporaneity and emblematic fashion icons. Amongst the objectives aimed, the digital street style movement is explored and described from a historical and editorial structure perspective. A systematization through typology is also proposed for the street style blogs genre in this research.We have started the investigation with a study of technical aspects of blogs and the formation of styles from traits traced in modern and postmodern urbanity to better recognize these blogs not only as a strategic communication vehicles but as environments of interaction and projection spaces for individuals and social groups that target acknowledgment and fame. From a Comprehensive Sociology approach to map the street style blogging phenomenon, a quanti-qualitative research was realized, in which included a wide collection of blogs, gathering of data and netnographic observation of the corpus (The Sartorialist, The Face Hunter, Garance Dore, Easy Fashion Paris, RIOetc, My Little Fashion Diary, Art Of The Trench), during the months of May and October 2011, participant observation and a field log updated daily about the dynamics of data gathering on the bloggers and the interviews. In this process, we distinguished five types of blogs: locative street style; street style cool hunters; street style diary (or ego blogs); corporate and mixed, which are blogs that translate a cultural text about fashion, consumption and daily urban life. Street style blogs are a virtual roadway where the street represents the symbolic universe of the runways and it s surroundings. It is noteworthy that any version of a street style blog is edited, therefore, it could represent a personal, structural professional or marketer point of view. In this discussion, the street exceeds the dimensions of physical places. It s all about a relational space, the exuberance of crossing to one sidewalk to another, a laboratory of style construction, a dialogue between persons, the stage of an spectacle and the gateway to stardom for these bloggers and cultural intermediators. / A pesquisa investiga, na sociedade narcisista digital, o fen?meno dos blogs street-style, a fim de compreender suas l?gicas e interlocutores, em particular, o imagin?rio coletivo da moda de rua e as din?micas do blogueiro como um fl?neur da contemporaneidade e uma figura de moda emblem?tica. Entre os objetivos, explora-se e descreve-se o movimento do street-style digital do ponto de vista hist?rico e do vi?s estrutural-editorial e prop?e-se uma sistematiza??o para o g?nero blogs street-style por meio de uma tipologia. Partimos do estudo dos aspectos t?cnicos dos blogs e da conforma??o dos estilos a partir dos tra?os da urbanidade moderna e p?smoderna para compreender esses blogs n?o somente como ve?culos de comunica??o estrat?gicos, mas como ambientes de intera??o e espa?os de proje??o para sujeitos e grupos sociais que buscam reconhecimento e fama. Tomando o eixo da Sociologia Compreensiva, para dar conta do mapeamento do fen?meno da blogagem street-style, realizou-se uma pesquisa quanti-qualitativa que inclui um conjunto de procedimentos, como amplo levantamento dos blogs, processos de coleta e observa??o netnogr?fica do corpus (The Sartorialist, The Face Hunter, Garance Dore, Easy Fashion Paris, RIOetc, My Little Fashion Diary, Art Of The Trench), em maio e outubro de 2011, observa??o participante e registro em di?rio de campo acerca das din?micas da capta??o dos blogueiros e entrevistas. Nesse processo, diferenciamos cinco tipos de blogs: street-style locativos; street-style cool-hunters; os street-style diary (ou ego-blogs); os corporativos; e os mistos, os quais traduzem um texto cultural da moda, do consumo e do cotidiano urbano. Os blogs street-style s?o a cal?ada virtual onde a rua representa o universo simb?lico das passarelas e seu entorno. Destaca-se que qualquer vers?o de blog street-style ? editado e, portanto, sempre ? um ponto de vista, seja em n?vel pessoal, profissional-estrutural ou mercadol?gico. Nessa discuss?o, a rua ultrapassa a dimens?o do ambiente f?sico. Trata-se de um espa?o relacional, da travessia e da exuber?ncia entre uma cal?ada e outra, ? um laborat?rio de constru??o de estilos, ? o di?logo e a ponte entre as pessoas, ? o palco para o espet?culo, e ? porta para o estrelato desses bloggers, intermediadores culturais.

Made available in DSpace on 2015-04-14T14:41:42Z (GMT). No. of bitstreams: 1 446023.pdf: 3640239 bytes, checksum: 09ff0303eebdac5c307774229930e5b8 (MD5) Previous issue date: 2013-01-15 / It is a rich supply of possibilities for study on noir film, even considering the lack of research in the country about it. Thus, this study aims to understand the context of noir film, considering to update the genre and based on its constitution, on the one hand supported by death, violence and crime, and secondly, hedonism and the femme fatale. It is intended as a further check up to contextualizes the film called neonoir point, as of theoretical orientations (using authors like James Ellroy; Heredero Carlos and Antonio Santamarina; Alain Silver and James Ursini; Luiz Nazario; and Marcia Ortegosa) and analysis of proposals, the possibilities of considering the continuity of noir film, as a classic noir film. From the methodological support of film analysis, based mainly on Aumont and Marie (2004), and Vanoye and Goliot-L?t? (1994) proposed that the analysis of the movies The maltese falcon (John Huston, 1941), Gilda (Charles Vidor, 1946), Chinatown (Roman Polanski, 1974) and Lost highway (David Lynch, 1997). Among the key findings, indicates that noir can be considered both contemporaneously through what is usually called neonoir - when taking into account a wealth of information on rearranged noir movies upgraded according to technology, culture, politics, and that still may belong to other genres - such as through a spread less classifiable, in which some elements are realized in several movies, which are not identified as neonoir. / Encontra-se uma rica oferta de possibilidades de estudo a respeito do cinema noir, considerando-se inclusive a escassez de pesquisas no pa?s a seu respeito. Dessa forma, este estudo prop?e compreender a contextualiza??o do cinema noir, considerando a possibilidade de atualiza??o do g?nero e tendo por base sua constitui??o, por um lado amparada pela morte, a viol?ncia e o crime e, por outro, pelo hedonismo e a figura da femme fatale. Pretende-se verificar ainda como se contextualiza o cinema chamado neonoir e apontar, a partir das orienta??es te?ricas (utilizando-se autores como James Ellroy; Carlos Heredero e Ant?nio Santamarina; Alain Silver e James Ursini; Luiz Naz?rio; e Marcia Ortegosa) e de an?lise propostas, as possibilidades de se considerar o cinema neonoir como continuidade do cinema noir cl?ssico. A partir do suporte metodol?gico da an?lise f?lmica, com base principalmente em Aumont e Marie (2004), e Vanoye e Goliot-L?t? (1994), prop?e-se a an?lise dos filmes Rel?quia macabra (The maltese falcon John Huston, 1941), Gilda (Charles Vidor, 1946), Chinatown (Roman Polanski, 1974) e Estrada perdida (Lost highway David Lynch, 1997). Dentre as principais conclus?es, indica-se que o noir pode tanto ser considerado contemporaneamente atrav?s do que se convenciona chamar neonoir ao se levar em conta uma riqueza de elementos noir rearranjados em filmes atualizados de acordo com a tecnologia, a cultura, a pol?tica, e que mesmo assim podem pertencer a outros g?neros, como atrav?s de uma dissemina??o menos classific?vel, em que alguns elementos s?o percebidos em filmes diversos, que eventualmente n?o s?o identificados como neonoir.

Made available in DSpace on 2015-04-14T14:41:43Z (GMT). No. of bitstreams: 1 446705.pdf: 2119151 bytes, checksum: 358bd743651ab0e99510393b64814fb1 (MD5) Previous issue date: 2013-03-06 / In this study we address the Communication and Football, through the analysis and interpretation of symbolic forms and speeches contained in the Advertising Campaign "Me, Porto Alegre, a City of the Future". Face to the importance that the Brazilian people give to football, added to the World Cup 2014 in Brazil, we focus our attention on this global event and media which we consider relevant for studies in Social Communication. The study is organized based in the consolidated approach of Depth Hermeneutics (DH), Thompson (2002), through its proposal for a Triple Analysis: Socio-historical, Formal or Discursive and Interpretation/Reinterpretation. Being that in the stage of Formal or Discursive Analysis we rely on the support of Semiologic, in Barthes (1987, 1996), mediated by Qualitative Research directed by Bauer and Gaskell (2002). On The Theoretical Foundation we work with a priori categories: Stereotype, Myth, Power, and Culture, in Roland Barthes; Globalization, in John B. Thompson; and Sociolect, also in Barthes. In the analysis categories that emerged a posteriori were pointed, which indicated that the videos and their contexts contained something more than what was seen at first glance. The categories were selected: Repetition, in Calabrese; Sustainability in Almeida; Social Responsibility in Melo Neto and Froes, and Citizenship, based on Rousseau. The study revealed that the Advertising Campaign articulated their discursive strategy through conviction, playing with the ideas of past and future, and true and false, through the symbolic forms. The Communication has demonstrated the particularities of the advertising videos, of profound meanings along with their contexts, where discourses, permeated by symbolic values, intended to promote the recognition of the public, through the characteristics of the people called ga?cho . As well as symbolic forms, which represent, by means of aesthetics the idealization of a city ahead of its time - a City of the Future . We can also affirm that the Football is used as a strategy in this Communication Advertising Campaign, for the purpose of: gain support for the idea, win investors for the projects, customer loyalty electors and receive the world look to their actions. / Neste estudo abordamos a Comunica??o e o Futebol, atrav?s da an?lise e interpreta??o das formas simb?licas, assim como dos discursos e seus contextos, contidos na Campanha Publicit?ria Eu, Porto Alegre, a Cidade do Futuro. Frente ? import?ncia que o brasileiro det?m no Futebol, somado ? realiza??o da Copa do Mundo de 2014, no Brasil, focamos o nosso olhar neste evento global e midi?tico, considerado relevante para os estudos em Comunica??o Social. O trabalho est? organizado a partir de uma abordagem consolidada na Hermen?utica de Profundidade (HP), de Thompson (2002), por meio da proposta de Tr?plice An?lise: S?cio-hist?rica, Formal ou Discursiva e Interpreta??o/Reinterpreta??o. Na etapa da An?lise Formal ou Discursiva, contamos com o apoio da An?lise Semiol?gica, em Barthes (1987, 1996), mediados pela Pesquisa Qualitativa, direcionados por Bauer e Gaskell (2002). Na Fundamenta??o Te?rica, trabalhamos com as categorias a priori: Estere?tipo, Mito, Poder e Cultura, em Barthes; Globaliza??o, em Thompson; e Socioleto, tamb?m em Barthes. Na an?lise surgiram categorias a posteriori, as quais assinalaram que os v?deos e seus contextos continham mais do que o observado num primeiro olhar. As categorias elencadas foram: Repeti??o, em Calabrese; Sustentabilidade, em Almeida; Responsabilidade Social, em Melo Neto e Froes; e Cidadania, em Rousseau. O estudo revelou que a Campanha Publicit?ria articulou sua estrat?gia discursiva por meio do convencimento, jogando com ideias de passado e futuro e verdadeiro e falso, por via das formas simb?licas. A Comunica??o demonstrou as particularidades dos v?deos publicit?rios, de forma profunda de significados junto aos seus contextos, com discursos permeados de valores simb?licos, buscando ensejar o reconhecimento do p?blico, por meio das caracter?sticas pr?prias do povo ga?cho, assim como as formas simb?licas, que representaram, por meio da est?tica, a idealiza??o de uma cidade ? frente do seu tempo uma cidade do futuro. Podemos ainda, afirmar que o Futebol ? usado como estrat?gia na Comunica??o Publicit?ria desta Campanha, com a finalidade de: conquistar apoio para a ideia, ganhar investidores para os projetos, fidelizar eleitores e receber o olhar do mundo sobre as suas a??es.

Made available in DSpace on 2015-04-14T14:41:45Z (GMT). No. of bitstreams: 1 447435.pdf: 1555700 bytes, checksum: 74def17ba9d0c3d3cf9fd04e62b317c3 (MD5) Previous issue date: 2013-03-22 / The publicity and propaganda (PP), to create incentives that are redeemed from social contexts, present a socializing speech, becoming regulators instances in a society. Therewith, they can rearrange contextual and existential insights. These pass through by the polemics interactions, that project as arenas for controversies. The persuasive rationality permeates these interactions, the same rationality embedded in advertising and propaganda speeches. Starting from an examination of a typology of polemics a trichotomy consisting of the discussion, dispute and controversy, proposed by Marcelo Dascal this study characterizes the nature polemicist, tracing a relationship with publicity and propaganda. The proposal is to study the use of polemics interactions in this universe of communication, and to interpret how the use of a typology of polemics can be persuasive through symbolic forms that generate the shock, spectacle and sensationalism. A kind of symbiotic relationship that apparently fits and defies the strict logic often applied to PP. A successful improvement capable of glowing to a new consciousness. Given the innovation and personalization have become valued concepts for the contemporary consumer, organizations are changing their communication strategies, adopting new means of expression in order to enchant this "new" consumers increasingly critical, unpredictable, disruptive and information processor, characterized by a lascivious egocentrism. In the current context, organizations must know their consumers, adapt to and surprise them. The ultimate goal is to add value and meaning to the brand. From this perspective, the methodological strategy adopted in this research is the Comprehensive Sociology by Michel Maffesoli, creating opportunity for a critical reading of the daily demarcated in the theories of the imaginary.Through notions and assumptions, the method chosen conveys the idea of transcendence, complication and explanation, opposition and unity. Still, for this study, were chosen three examples of cases: Benetton, Duloren and Atheists and Agnostics Association (ATEA). The corpus examined consists by the advertising of these organizations. So, to answer our concerns, the technique chosen for the analysis of the ads is Semiology, in the theorizing proposed by Roland Barthes. The PP, involved into controversial contents, it contains language and symbols, ambiguity, word games, irony, humor, joy, at long last, denoted and connoted characteristics that may lead to different ways of meaning. The approach chosen corresponds to a requirement of researching the interface of communication with other areas of knowledge, through a transdisciplinary vision that seeks to narrow notions involving, beyond communication, also the administration, marketing, philosophy, psychology, anthropology and sociology / A publicidade e propaganda (PP), ao criar est?mulos que s?o resgatados dos contextos sociais, apresentam um discurso socializador, tornando-se inst?ncias reguladoras numa sociedade. Com isso, podem reorganizar percep??es contextuais e existenciais. Estas passam pelas intera??es pol?micas, que se projetam como arenas para as controv?rsias. A racionalidade persuasiva permeia estas intera??es, a mesma racionalidade incrustada nos discursos publicit?rio e propagandista. Partindo do exame de uma tipologia das pol?micas uma tricotomia constitu?da pela discuss?o, disputa e controv?rsia, proposta por Marcelo Dascal este estudo caracteriza a natureza polemista, tra?ando uma rela??o com a publicidade e propaganda. A proposta ? estudar o uso das intera??es pol?micas neste universo da comunica??o; e, interpretar como a utiliza??o de uma tipologia das pol?micas pode ser persuasiva atrav?s de formas simb?licas que geram o choque, o espet?culo e o sensacionalismo. Uma esp?cie de rela??o simbi?tica que, aparentemente, se harmoniza e desafia uma l?gica estrita, frequentemente aplicada ? PP. Um aperfei?oamento bem sucedido capaz de incandescer uma nova consci?ncia. Diante da inova??o e da personaliza??o terem se tornado conceitos valorizados para o consumidor contempor?neo, as organiza??es est?o mudando suas estrat?gias de comunica??o, adotando novos meios de express?o, a fim de encantar este novo consumidor, cada vez mais cr?tico, imprevis?vel, contestador e processador da informa??o, caracterizado por um egocentrismo lascivo. No contexto atual, as organiza??es devem conhecer o seu consumidor, adaptar-se a ele e surpreend?-lo.O objetivo final ? agregar valor e significado ? marca. Sob tal perspectiva, a estrat?gia metodol?gica adotada nesta pesquisa ? a Sociologia Compreensiva, de Michel Maffesoli, por oportunizar uma leitura cr?tica do cotidiano balizada nas teorias do imagin?rio. Atrav?s de no??es e pressupostos, o m?todo escolhido transmite a ideia de transcend?ncia, de complica??o e explica??o, de oposi??o e unidade. Ainda, para este estudo, foram escolhidos tr?s exemplos de casos: Benetton, Duloren e Associa??o de Ateus e Agn?sticos (ATEA). O corpus examinado ? composto por pe?as publicit?rias destas organiza??es. Assim, para responder nossas inquieta??es, a t?cnica escolhida para a an?lise das pe?as e an?ncios ? a Semiologia, na teoriza??o proposta por Roland Barthes. A PP, envolvida pelo conte?do pol?mico, se reveste de linguagem e s?mbolos, ambiguidade, jogos de palavra, ironia, humor, gozo, enfim, caracter?sticas conotadas e denotadas que podem levar a diferentes vias de sentido. O enfoque eleito corresponde a uma exig?ncia de pesquisar a interface da comunica??o com outras ?reas do Conhecimento, atrav?s de uma vis?o transdisciplinar que busca estreitar no??es que envolvam, al?m da comunica??o, tamb?m a administra??o, o marketing, a filosofia, a psicologia, a antropologia e a sociologia.

Made available in DSpace on 2015-04-14T14:41:45Z (GMT). No. of bitstreams: 1 447547.pdf: 5951342 bytes, checksum: 75b12ea4ef01214c0b9b3b82133720c5 (MD5) Previous issue date: 2013-03-13 / The Daily was the first publication of its kind exclusive for tablets. By its experience, we address convergence on journalism, through two main discussions: media convergence in the same journalistic publication, and editorial convergence, treated here as a mixture of popular and quality press. For that, we combine theoretical perspectives from culturalism and from Cultural Studies to problematize questions from the convergence culture (JENKINS, 2009), using the perspective of technology as effect (WILLIAMS, 2005) and the media language in the sphere of mediations (MART?N-BARBERO). The complexity of the comprised questions was addressed through an analysis of the product itself, qualitative interviews and the investigation of spontaneous comments about The Daily on the App Store. According to what was researched, it is proposed the configuration of a hybrid journalism in a convergent medium, perhaps in a context where the dichotomous classification between popular and quality press doesn t make sense anymore in a landscape of hybrid cultures (CANCLINI, 2003). Furthermore, we perceive that the media convergence of The Daily is still in an experimental, transitional sphere, without completeness. With the appearance of mobile technologies, digital journalism also started to aggregate mobility, bringing peculiarities and issues that may form even a new phase of digital journalism. The Daily has ceased its activities on December 15th and brought contributions to the study of convergence in journalism. / O The Daily foi a primeira publica??o de seu tipo exclusiva para tablets, e se parte dele para tratar da converg?ncia no jornalismo, atrav?s de duas problematiza??es principais: a converg?ncia de linguagens em uma mesma publica??o jornal?stica e a converg?ncia editorial, tratada aqui como uma mistura de elementos do jornalismo popular e de refer?ncia. Para tanto, colocam-se em di?logo perspectivas te?ricas do culturalismo e dos Estudos Culturais a fim de problematizar as quest?es da cultura da converg?ncia (JENKINS, 2009), atrav?s de uma perspectiva das tecnologias como efeito (WILLIAMS, 2005) e dos suportes no ?mbito das media??es (MART?N-BARBERO, 2009b). A complexidade das quest?es abarcadas foi trabalhada atrav?s da an?lise de produto, de entrevistas qualitativas e de coment?rios espont?neos sobre o The Daily na loja de aplicativos. Frente ?s an?lises, prop?e-se a configura??o de um jornalismo h?brido em um meio convergente midiaticamente; talvez um contexto em que a classifica??o dicot?mica entre jornalismo popular e de refer?ncia n?o fa?a mais sentido em um cen?rio de culturas h?bridas (CANCLINI, 2003). Al?m disso, percebe-se que a converg?ncia midi?tica no The Daily ainda figura em ?mbito experimental, de transi??o, sem completude. Com o surgimento das tecnologias m?veis, o jornalismo digital passou a ter a mobilidade agregada a ele, trazendo peculiaridades e quest?es que talvez se configurem em uma nova fase do jornalismo digital. O The Daily encerrou as atividades em 15 de dezembro de 2012 e trouxe contribui??es para a an?lise da converg?ncia no jornalismo.