Esta investigación analizará el uso de los arquetipos que perciben las mujeres en los mensajes publicitarios que construyen la identidad de marca y empoderamiento de la mujer. La publicidad representaba una imagen sesgada de la mujer la cual fomentaba prejuicios y estereotipos. Sin embargo, este pensamiento cambió con los años llegando presentar a una mujer que puede ser ama de casa, profesional y hermosa sin maquillaje como se representa en las campañas de Dove. Este cambio es por el uso de los arquetipos que representan los pensamientos del inconsciente colectivo que construyen la identidad de marca para darles un valor único y fomenten el empoderamiento de la mujer. El objetivo general es analizar la relación de la percepción de los arquetipos en la publicidad de Dove con el empoderamiento de mujer y la identidad de marca. La metodología es cualitativa, la investigación es exploratoria y las técnicas usadas son focus group y entrevistas personales. Por último, el público objetivo son mujeres de 20 a 25 años de NSE A y B que viven en Lima Metropolitana. Palabras clave: Arquetipo, identidad de marca, empoderamiento de la mujer, imagen femenina en la publicidad, Dove. / This research will analyze the use of the archetypes that women perceive in the advertising messages that build the brand identity and empowerment of women. The publicity represented a biased image of women which fostered prejudices and stereotypes. However, this thought changed with the years coming to present a woman who can be housewife, professional and beautiful without makeup as represented in Dove campaigns. This change is due to the use of the archetypes that represent the thoughts of the collective unconscious that build the brand identity to give them a unique value and promote the empowerment of women. The general objective is to analyze the relationship of the perception of the archetypes in Dove advertising with the empowerment of women and brand identity. The methodology is qualitative, the research is exploratory and the techniques used are focus group and personal interviews. Finally, the target audience is women from 20 to 25 years of NSE A y B who live in Metropolitan Lima. / Trabajo de investigación

This thesis examines the multifaceted and interdisciplinary means through which the “rebel” trope is used as a groundwork for complex characterization in Laurence O’Keefe and Kevin Murphy’s Heathers the Musical (2018). Using Jamie Muscato’s performance as Jason Dean (“JD”) as an exemplar, I employ a three-stage analytic process through which nuanced, embodied subjectivity is realized, and the performer is highlighted as a vector for intersectional interpretation. The first stage examines the narrative impacts of the text and music written for JD and explores how they serve to individualize him. The second considers the musical mechanics and rock informed stylization of the character using an analytic model for embodied subjectivity, which I extend to account for theatrical elements of performance. The third considers the analytic findings of the first two chapters through an intersectional lens, highlighting the musical and theatrical interpretation of the text posited by the performer as being the main vehicle through which the “rebel” trope is expanded upon.

[pt] Este trabalho apresenta os primeiros passos em direção a uma abordagem arquetípica para análise e percepção de enredos. A ideia principal é usar o conceito de arquétipos como uma lente para observar essas histórias e avaliar tropos. Arquétipos são tipos de personagens recorrentes e relações seguidas em narrativas. Usamos a definição de arquétipos de Vogler que atribui funções dramáticas e psicológicas a cada arquétipo para apontar seus papéis e objetivos na história. Primeiramente, fazemos uma análise completa do que são os arquétipos e como cada um é definido. O segundo passo é a criação de um instrumento argumentativo que denominamos Lente, para analisar narrativas sob a ótica dos arquétipos e, com base nos resultados, criar um modelo. O terceiro passo é aplicar esse novo modelo a trabalhos existentes de narratologia computacional e geração de enredo. Essa estratégia permite a análise crítica do uso de arquétipos para auxiliar na definição e percepção de uma trama. Decidimos usar a geração de enredo baseada em blending, porque esse tipo de geração de narrativa lida com uma situação complexa de geração de enredo. Neste trabalho, propomos incorporar vetores de peso arquetípicos nos operadores de planejamento automatizado que representam a história. Esses vetores são então ponderados usando a função dramática de cada arquétipo para ter um vetor arquetípico final representando o personagem. A criação da Lente busca padronizar a percepção e análise de narrativas. É fundamental que a metodologia de análise seja instrumentada, para usarmos seus resultados como reguladores dos pesos arquetípicos. Empregar a Lente do arquétipo em obras pode nos fornecer uma nova visão sobre a geração do enredo e a construção da narrativa. O resultado final de nossa pesquisa, aplicado no contexto de narrative blending, gera uma categorização dos arquétipos que cada personagem interpreta ao longo da narrativa. Esse resultado é apresentado de forma geral e episódica, para cada variante gerada. Essa categorização serve de base para analisarmos a qualidade da narrativa observando a relação de intenção e resultado. / [en] This work presents the first steps towards an archetypal-oriented approach to plot analysis and perception. The main idea is to use the concept of archetypes as a lens to look at these stories and evaluate tropes. Archetypes are recurring character types and relationships observable in narratives. We use Vogler s definition of archetypes which assigns dramatic and psychological functions to each archetype to pinpoint their roles and goals in the story. First, we do a thorough analysis of what archetypes are and how each is defined. The second step is the creation of an argumentative instrument that we call Lens, to analyze narratives from the perspective of archetypes and, based on the results, create a model. The third step is to apply this new model to existing works on computational narratology and plot generation. This strategy allows a critical analysis of the use of archetypes to help define and perceive a plot. We decided to use blending-based plot generation because this type of storytelling deals with a complex plot generation situation. In this work, we propose to incorporate archetypal weight vectors into the automated planning operators that represent the story. These vectors are then weighted using the dramatic role of each archetype to have a final archetypal vector representing the character. The creation of the Lens seeks to standardize the perception and analysis of narratives. It is fundamental that the analysis methodology be instrumented, so that we can use its results as regulators of archetypal weights. Employing the Archetype Lens in works can provide us with new insight into plot generation and narrative construction. The final result of our research, applied in the context of narrative blending, generates a categorization of the archetypes that each character interprets throughout the narrative. This result is presented in a general and episodic way, for each generated variant. This categorization serves as the basis for analyzing the quality of the narrative, observing the relationship between intention and result.

How do we humans feel the light? Is there a correspondance between our inner feelings and emotions and the outer space that surrounds us? Are we aware/conscious of it? Which personal meanings-values and emotions arise in us and how we consequently link them to a certain light-environment Atmosphere (indoor and outdoor) lit by natural or artificial light? Driven by these questions, this thesis will investigate via a visual qualitative experiment driven among photography amateurs, how their emotional sensibility is deeply bonded with light and how this emotional atmosphere is felt and portrayed throughout the day. A collection of two pictures per day, for one week, in the morning and in the evening will be firstly analyzed under the lens of each singular participant’s emotional sensibility, and then collectively grouped into common lighting Atmospheres. The wide and colorful spectrum of the possible combinations between light and emotions investigated in this research shows the richness and the complexity of the human sensibility towards light, and raise awareness in consider these intangible human factors as essential in the lighting process.

No description available.

This dissertation is a three-pronged study examining American themes, celebrity, and collective identity associated with the television program American Idol. The study includes discourse analyses of the first seven seasons of the program, of the season seven official American Idol message boards, and of the 2002 and 2008 show press coverage. The American themes included a rags-to-riches narrative, archetypes, and celebrity. The discourse-formed archetypes indicate which archetypes people of varied races may inhabit, who may be sexual, and what kinds of sexuality are permitted. On the show emotional exhibitions, archetypal resonance, and talent create a seemingly authentic celebrity while discourse positioning confirms this celebrity. The show also fostered a complication-free national American collective identity through the show discourse, while the online message boards facilitated the formation of two types of collective identities: a large group of American Idol fans and smaller contestant-affiliated fan groups. Finally, the press coverage study found two overtones present in the 2002 coverage, derision and awe, which were absent in the 2008 coverage. The primary reasons for this absence may be reluctance to criticize an immensely popular show and that the American Idol success was no longer surprising by 2008. By 2008, American Idol was so ingrained within American culture that to deride it was to critique America itself. In sum, the findings were that American Idol presents an ideal version of American culture, where gender, race, and class issues are non-existent, power is shared democratically, the American national identity is fair, generous, familial, and celebrity and success are easily attainable. This idealization of contemporary American culture functions to sustain the current status quo of economic and cultural standards. / Mass Media and Communication

In interpretations of The Dance of Life (1899-1900) by Edvard Munch, the femme fragile and the femme fatale have been considered jointly (i.e. as allusions to the cyclicality of life) or as individuals. Their unique characteristics have been recognized as such: whereas the femme fragile dons white to signify her prepubescent state and thus her innocence, the femme fatale wears red to suggest her sexuality and even her availability. Yet, scholars have failed to probe their iconographical complexities. Doing so would not only lend greater conviction to Munch’s historical identity as a Symbolist (as his archetypes would be recognized for their multivalence), but it would also reveal the didactic possibilities of the work of art itself. Given this void in the literature, the purpose of this thesis will be to elaborate on the formal and narrative qualities of the femme fragile and femme fatale in this painting. These archetypes ultimately allude to misogynistic anxieties, with the femme fragile in particular representing the sickly female body. / Art History

No description available.

Governance is one aspect of university restructuring that in the last 20 years has become ubiquitous worldwide. The restructuring is in part a response to calls for improving governance in higher education. Keller (1983), for example, describes governance in higher education as limiting the capability of universities to make critical strategic decisions. Higher education researchers are seeking to understand governance restructuring. A few studies have been conducted in the United States of America, the United Kingdom, and Europe. However, developing countries in the Western World have also recognized the limitations of traditional higher education governance and have restructured their systems. This has prompted a need for research on higher education governance restructuring in developing nations. In the English speaking Caribbean, governance restructuring occurred in 1984 and 1996 at the University of the West Indies (UWI) and occurred again between 2004 and 2008. The purpose of this study was to examine the most recent governance restructuring at the UWI. The focus was on exploring three dimensions of organizational change: the antecedents or the factors that prompted the change in governance, the content of the change, and the change process. Three categories of antecedents were discovered: organizational, environmental, and relational antecedents. The organizational antecedent had two sub-themes: performance aspiration and institutional coherence. The environmental antecedents were global competition among nation states, competition from other tertiary education providers, and stakeholders' demands for greater access to higher education. The relational antecedent was a desire to strengthen the relationship with external stakeholders. Four themes related to the content of restructuring emerged from the data: (a) incremental change; (b) corporate/managerial decision-making approach; (c) university-wide strategic planning; and (d) responsiveness to stakeholder demands/needs. Using an archetype approach, the analysis revealed that although the UWI retained the collegiate archetype tradition, elements of another archetype were infused with the collegiate model creating a hybridized governance system. The process of the restructuring revealed three broad stages: initiation, negotiation, and the implementation stage. Collectively, the results suggest that UWI is moving, albeit slowly, away from collegiate governance towards a managerial model. More research is needed to explore the long-term impact of this shift. / Ph. D.

With declining federal revenues, state governments are facing budgetary constraints that restrict the finances of local governments. The states' answer to requests of local governments for aid has been to encourage neighboring communities to join in regional efforts so as to economize in providing services. Some states have gone as far as to develop programs of economic incentives and disincentives that induce regional cooperation. This dissertation is based on the premise that state efforts to foster sub-state regional cooperation have been largely ineffective because of an "analysis gap" that restricts the scope of the inquiry to rational, economic considerations only. The intent of the examination is to broaden the arena of analysis by showing that a holistic approach is needed that takes into consideration the many other diverse factors that influence regional cooperation. The study applies Carl Jung's theory of archetypes to a subject community for purposes of showing how the analysis arena can be broadened and how practical strategies for attaining regional cooperation can be developed. / Ph. D.