My project aims to inform and enlighten people in our society about what Coca-Cola is doing wrong. Welive in a society that is fueled by consumerism which is not sustainable for us and our planet. If we keepup with today’s consumer pace, we will soon have nothing left. It is time that we as a society take chargeof what is right and wrong. We can’t let giant corporations do as they please anymore. It is not the peopleof the society's fault that we are buying Coca-Colas products, instead, we need to shift the responsibilityto the larger corporations in order for us to change our path. With my series of images, I hope to deliver amessage that will make the spectator realize how bad Coca-Cola is for us people and its consequences toour planet and our generations if we don't change now.

Denna studie syftar på att analysera Coca-Colas reklamfilm Taste the Transformation för att förstå dess visuella språk, design och visuell strategi. Genom en semiotisk retorisk analys undersöks vilken typ av visuell kommunikation och visuell strategi Coca-Cola använder i reklamfilmen samt varför den attraherar publiken. Resultaten visade att Coca-Cola fångar publikens uppmärksamhet genom sin visuella kommunikation, inklusive animation, visuella effekter och cyborg-karaktärer som riktade sig till en ung publik. Reklamfilmen använder retoriska grepp som ethos och pathos, förstärkt genom inkluderingen av en känd person och skapandet av en musikvideoliknande atmosfär, vilket bidrar till att göra reklamen engagerande. Studien identifierade också en betydande sexualisering av artisten Rosalía, vilket belyser komplexiteten i representationens betydelse inom den visuella tolkningen av reklamfilmer. Coca-Cola strävar efter att fånga målgruppens uppmärksamhet genom att använda riktade bilder och visuella element.

Submitted by Joaquina Mimoso Fachada (joaquina.mimosofachada@gmail.com) on 2011-07-27T19:38:13Z No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-07-28T12:49:51Z (GMT) No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) / Approved for entry into archive by Gisele Isaura Hannickel (gisele.hannickel@fgv.br) on 2011-07-28T12:51:15Z (GMT) No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) / Made available in DSpace on 2011-07-28T15:40:15Z (GMT). No. of bitstreams: 1 Thesis_MPGI_Mimoso Fachada.pdf: 2706743 bytes, checksum: ee088196879ad1e4cc5537cba0bb0b9d (MD5) Previous issue date: 2011-06-28 / As marcas globais mantiveram muita atenção no campo do marketing (Kotler, 1997; Holt, Quelch, e Taylor, 2004; Özsomer e Altaras, 2008), enquanto as marcas locais foram subestimadas (Ger, 1999; Schuiling e Kapferer, 2004). No entanto, o debate adaptação contra padronização foi amplamente discutido. Centra-se na definição de como uma empresa internacional deve construir a sua estratégia: ao padronizar sua estratégia de marketing ou, adaptando para melhor atender a cultura e às necessidades locais (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar e Vemmervik , 2004; Heerden e Barter, 2008). No entanto, este assunto não foi discutido no contexto específico do consumo alternativo oferecido por concorrentes locais específicos. Hoje em dia, um aumento na oferta de produtos alternativos é observado. O consumo socialmente responsável está crescendo (Sen e Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte e Valette-Florence, 2006). O mercado dos refrigerantes de cola é de interesse particular. Colas alternativas são refrigerantes de cola que surgiram durante a última década em algumas regiões ou zonas específicas do mundo. Estas colas claramente posicionam-se como uma alternativa ao refrigerante global Coca-Cola. A alternativa não é baseada no preço mas nas características especiais dos produtos que constituem uma proposição de valor específica, diferente da Coca-Cola. Na França, desde uma década, o número de colas regionais aumentou, sendo mais de quinze hoje. O refregirante Breizh Cola foi lançado em 2002 e atinge quase uma quota de mercado de 10% na região Bretanha hoje. Em 2009, a Coca-Cola Entreprise iniciou uma campanha de marketing específica, na Bretanha, baseada em recursos visuais e parcerias regionais. Este caso de adaptação em um contexto de concorrência local específico é explorado nesta dissertação que incide sobre as razões da preferência para Breizh Cola, de um lado, e sobre as acções empreendidas pela Coca-Cola na Bretanha, do outro lado. Este estudo mostra que a Coca-Cola anda nos passos de Breizh Cola, a fim de melhor atender às expectativas local. / Global brands have retained much attention in the marketing field (Kotler, 1997; Holt, Quelch, and Taylor, 2004; Özsomer and Altaras, 2008) while local brands have often been underestimated (Ger, 1999; Schuiling and Kapferer, 2004). Nevertheless, the adaptation-standardization debate has been widely discussed. It focuses on defining how a an international company should build its strategy: by standardizing its marketing strategy or by adapting to better fit with local needs and culture (Levitt, 1983; Subhash, 1989; Herbig, 1998; Holt, 2004; Melewar and Vemmervik, 2004; Heerden and Barter, 2008). However, this subject has not been discussed in the specific context of alternative consumption offered by specific local competitors. Nowadays, an increase in the offer of alternative products is observed. The socially responsible consumption is growing (Sen and Bhattacharya, 2001; Holt, 2002; Loureiro, 2002; François-Lecompte and Valette-Florence, 2006). The cola soft drink market is of particular interest. Alternative colas are cola soft-drinks that have been emerging during the last decade in some regions or specific zones of the world. These colas clearly position themselves as an alternative to the global Coca-Cola soft-drink. The alternative is not built on price but on special characteristics of the products that usually constitute a specific value proposition, different from Coca-Cola. In France, for one decade, regional colas have grown in number, being more than fifteen today. Breizh Cola has been launched in 2002 and achieves almost a 10% market share in the Brittany region today. In 2009, Coca-Cola Entreprise started a specific marketing campaign in Brittany based on regional visuals and partnerships. This case of adaptation in a context of specific local competition is explored in this thesis which focuses on the reasons of the preference for Breizh Cola on the one side, and on the actions undertaken by Coca-Cola in Brittany on the other side. This study shows that Coca-Cola walks in the footsteps of Breizh Cola in order to better meet local expectations.

Risk can be viewed as a state where there is a possibility of a loss but also a hope of gain. To realise the existence of a risk, one must be aware of both the gains and losses incurred.Increased number of natural disasters and companies having global supply chains to a higher extent, are both factors which have increased the number of risks that can affect anorganisation’s supply chain negatively. This fact has made it even more important to focus on risk prevention. In the beverage industry market, characterized by fast-moving products,manufacturing companies like Coca-Cola Enterprises Sweden (CCES) can be highly affected if disturbances occur in their supply chain. Risk management is, according to ISO 31000, “coordinated activities to direct and control an organization with regard to risk “. A risk management processes therefore aims at mitigatingnegative impact of external and internal disturbances in order to avoid interruptions in production, product quality issues and financial losses. CCES’s control over internal processes and its disturbances is mostly based on reactive approaches rather than a proactive strategy and there exist no guidelines of how to identify and handle occurring disturbances. The main purpose of the project has therefore been to identify the most critical risks the company is facing within their “Source” and “Make” processes, and find both proactive and reactive mitigation actions. Another significant part of the project delivery is to present a model for how the company should organize and maintain a sustainable risk picture. The model aims to present a dynamic risk management process that can be used by CCES as well as other companies in the future. The project consists of three major phases; Risk Identification, Risk Avoidance Mapping and Implementation of a Risk Management Process. In the first phase, the brainstorming tool Hazard and Operability (HAZOP) has been used during workshop events for risk identification and assessment. Some of the most critical risks identified are; Sabotage during  transport from supplier to CCES, Lack of spare parts for maintenance, Lost production time due to long beverage change overs and Filling bottles with too much beverage. In order to find feasible preventive and reactive mitigation actions for the critical risks, both employee interviews and the Supply Chain Operations Reference (SCOR) model has been applied. Some of the actions recommended to perform are concluded to be; Let suppliers own transports, Standardize the product change process and the shift hand overs and Implement routines of having locked transports from supplier to CCES. The structure of the project has acted as a basis for the recommended way of continuing the risk management work at CCES. The authors have identified the importance of keeping the risk management process dynamic, and therefore a Risk Register have been introduced for documentation and follow-up. Another way of following up the risk management work, is to perform Risk Audits after the event of a disturbance. This will help the organisation to realize the impact a certain disturbance brings, but it will also measure of the recovery work’s effectiveness. The authors highlight the importance of having a dedicated owner of the risk management process in order to keep it dynamic. A complete risk management process has finally been created, adaptable to different kind of organisations. By making this process a part of SCOR, the authors believes that the process can be used to identify individual risks within the management processes Plan, Source, Make, Deliver and Return for all SCOR member companies. Thereafter, a general risk mapping can be created from the individual risks that can be used to share information and experiences among the member companies. / En risk kan förklaras som ett tillstånd där det finns en chans att vinna, men också en sannolikhet för förlust. För att vara medveten om en risks existens måste man därför förstå både vad det finns att förlora och vinna. Under de senaste årtiondena har antalet naturkatastrofer och annan extern påverkan ökat. Detta i kombination med att företag idag har globala värdekedjor i allt större utsträckning, har gjort att organisationer utsätter sig för risker till en större grad idag. Därför har betydelsen av att fokusera på riskförmildrande åtgärder ökat. I dryckesindustrin, karaktäriserat av snabbrörliga produkter, kan företag såsom Coca-Cola Enterprises Sweden (CCES) påverkas hårt om störningar sker i deras värdekedja. Risk Management är, enligt ISO 31000, ”koordinerade aktiviteter för att styra och kontrollera riskhantering i en organisation”. En riskhanteringsprocess ämnar därför förmildra negativ påverkan av interna och externa störningar för att undvika till exempel avvikelser i produktion, försämrad produktkvalitet och finansiella förluster. CCES’s kontroll över interna processer och dess störningar baseras främst på reaktiva åtgärder, och företaget har inga riktlinjer för hur de ska identifiera och hantera uppkommande störningar. Syftet med detta projekt har därför varit att identifiera kritiska risker inom företagets leverantörs- och produktionsprocesser och att hitta proaktiva och reaktiva lösningar för att förmildra och undvika störningar. Ytterligare en stor del av projektets syfte har varit att presentera en dynamisk process för hur CCES, samt andra företag, ska organisera en hållbar riskbild. Projektet består av tre huvudsakliga delar; riskidentifiering, riskförmildrande åtgärder och implementering av en riskhanteringsprocess. I den första fasen har verktyget Hazard and Operability (HAZOP) används under workshops för att identifiera och värdera risker. Några av de mest kritiska riskerna som identifierats är; Sabotage under transport från leverantör till CCES, Brist på reservdelar för underhållsarbete, Förlorad produktionstid på grund av för långa dryckesbytartider och Fyller flaskor med för mycket dryck. För att hitta passande reaktiva och proaktiva lösningar för de kritiska riskerna har både intervjuer med anställda genomförts och referensmodellen Supply Chain Reference Model (SCOR) använts. Några av de åtgärder rekommenderade att göra har identifierats till att vara; Låta leverantörerna själva sköta transporter, Standardisera produktbytesprocessen samt skiftöverlämningar och Implementera rutiner för att ha låsta transporter från leverantör till CCES. Strukturen av projektet har använts som en bas för den rekommenderade strukturen på CCE’s fortskridande arbete inom riskhantering. Författarna vill bestryka vikten av att hålla den framtida riskhanteringsprocessen dynamisk och i detta syfte har därför ett riskregister tagits fram för dokumentation och uppföljning. Ett annat sätt att följa upp riskprocessarbetet är att genomföra så kallade audits efter en störning har inträffat. Detta hjälper organisationen både att förstår en störnings påverkan på verksamheten, men fungerar också som ett verktyg för att mäta hur effektivt återhämtningsarbetet efter en störning har varit. Författarna menar också att en dedikerad ägare till riskprocessen är av stor betydelse för ett dynamiskt, framgångsrikt och effektivt riskarbete. En fullständig riskhanteringsprocess har slutligen sammanställts, användbar för många olika typer av organisationer. Genom att göra processen till en del av SCOR-modellen, kan processen i framtiden användas till att identifiera individuella risker inom de fem managementprocesserna Planering, Inköp, Tillverkning, Leverans och Retur för alla SCOR’s medlemsföretag. Därefter menar författarna att en generell kartläggning över de mest kritiska riskerna inom varje managementprocess kan skapas för att dela information och utbyta erfarenheter mellan medlemsföretagen.

Made available in DSpace on 2015-04-14T13:46:50Z (GMT). No. of bitstreams: 1 411531.pdf: 3878038 bytes, checksum: 889c54ad91cf6b2d2190fc1f3e7791c8 (MD5) Previous issue date: 2009-03-27 / O presente estudo tem como objetivo, analisar o mercado de terras e as transforma??es na sociedade agr?ria na regi?o de Cruz Alta R/S, a partir do avan?o da produ??o de gr?os, entre os anos de 1994 a 2004. Visa elucidar a problem?tica das mudan?as na estrutura fundi?ria, com o estabelecimento de um mercado de terra que provoca transforma??es na sociedade agr?ria regional. A hip?tese b?sica afirma que as mudan?as no espa?o agr?rio regional s?o estudadas pelas din?micas e caracter?sticas de uso e apropria??o da terra, e de seu fluxo de compra, pelo fato do adquirente buscar estabelecer uma maior escala de produ??o, com amplia??o de ?rea sob seu dom?nio. Para a compreens?o da din?mica da hist?ria agr?ria regional, o recorte hist?rico foi entre os anos de1990 a 2004, per?odo de mudan?as das pol?ticas econ?micas e agr?cola do governo Collor. Metodologicamente quanto aos fins, a pesquisa foi descritiva e explicativa, j? em rela??o aos meios, utilizou-se referencial bibliogr?fico, documental e pesquisa de campo. A pesquisa de campo foi realizada no munic?pio de Peju?ara R/S, nos meses de fevereiro a julho de 2008, utilizou-se do m?todo de entrevista, com 28 perguntas semiestruturadas, com amostra de 30 produtores/propriet?rios que representou 10,9 % do universo. A tese apresenta uma nova abordagem, com objetivo de contribuir na reflex?o a respeito das quest?es fundi?rias. Sua interpreta??o busca resgatar o passado contido no presente, atrav?s da forma??o socioespacial. Mas o ineditismo reside na pesquisa local, sua interpreta??o a partir do estudo dos processos de coloniza??o, moderniza??o, transforma??es e perman?ncias da classe de propriet?rios rurais. O estudo permitiu identificar a renda fundi?ria e suas possibilidades de apropria??o, al?m de demonstrar que a renda ? um fator determinante no pre?o da terra. Revelou que, em 1983, um hectare de terra para o cultivo, valia o equivalente a 50 sacas de soja; 80 sacas no ano de 1988 e 250 sacas em 1991. No ano de 1996 atinge a cota??o de 480 sacas de soja o hectare, mesmo recuando para 250 no ano de 2000, volta a subir para 310 sacas no ano de 2002, chegando novamente ao patamar de 480 sacas por hectare no ano 2006. Dos produtores pesquisados, 40 % consideram a compra de terras um investimento excelente e 57 % consideram um bom investimento, e dotada de um valor simb?lico e de muita signific?ncia, pois segundo eles ? meio de sobreviv?ncia, patrim?nio para o futuro e alta valoriza??o. O n?vel do pre?o da terra ? o resultado das expectativas: rendas produtivas decorrentes da propriedade do ativo; custo de manuten??o; pr?mio de liquidez e ganho patrimonial. Essa realidade induz a jun??o do propriet?rio fundi?rio e o capitalista arrendat?rio numa s? figura social, como forma de minimizar as perdas de renda absoluta, diferencial e at? mesmo a renda agr?cola. Essa nova configura??o, mesmo sendo uma tend?ncia, aponta para o surgimento de novos atores sociais e um novo modelo agr?cola.

Made available in DSpace on 2015-12-03T18:35:20Z (GMT). No. of bitstreams: 1 Edson_Nogueira_Mendes.pdf: 923842 bytes, checksum: 0f9b8cea0faf98c27587d1820ff5b56e (MD5) Previous issue date: 2006-08-30 / In conformity with society, accountants are able to work in the three sectors of economy, no matter the field. They may work in industries, for service renders or with agribusiness, the subject of this research. Marion (2003) states that when Accounting is studied as a whole, it is known as General Accounting or Financial Accounting. Nevertheless, when applied to a specific activity sector, it is usually classified according to its activity. In that case, for this research, the focus is to be based on the Agribusiness Accounting. Nowadays, the agriculture is responsible for 1/3 of all goods produced in Brazil. Moreover, if compared with other countries, it has some advantages. As it has plenty of good soil, it can spread throughout the global market. Yet, the accountant??s perfomance may not be in accordance with the significance of such a field. Provided that, the aim of this piece of research was to investigate a group of accountants and agriculture professionals while in the Vale do Ribeira, so as to understand the real perception of the Small and Medium producers in relation to the services provided by the accountants. In the end, there has been extracted some perceptions on the interview, which were the basis for the development of the questions. Such questions may be used in future analysis. / Os Profissionais de Contabilidade s??o considerados pela sociedade aptos a atuarem nos tr??s setores da economia nacional, independente do ramo de atividade, seja em cen??rios industriais, prestadoras de servi??os ou at?? mesmo com atividades agropecu??rias, como ?? o cen??rio de investiga????o deste trabalho. Marion (2003) esclarece que, a Contabilidade quando estudada de forma gen??rica ?? considerada Contabilidade Geral ou Contabilidade Financeira, mas quando se ?? aplicada um ramo de atividade espec??fico, normalmente ?? denominada de acordo com a atividade deste ramo, sendo assim o enfoque que ser?? estudado na presente pesquisa ser?? segundo a Contabilidade Agr??cola. Atualmente a agricultura ?? respons??vel no cen??rio nacional, por um ter??o de tudo o que ?? produzido no Brasil e com espa??o privilegiado, dentre outros pa??ses, para crescer no mercado mundial, pois possui em abund??ncia o fator de produ????o mais escasso em escala mundial, que ?? a terra agricult??vel. No entanto a atua????o dos profissionais de Contabilidade pode n??o estar condizente com a relev??ncia deste setor. Desta forma a presente pesquisa investigou no Vale do Ribeira, um grupo de profissionais Agr??colas e de Contadores, com a inten????o de captar a real percep????o dos Pequenos e M??dios Produtores Agr??colas, frente aos servi??os ofertados pelos Profissionais de Contabilidade. Como produto final desta investiga????o, foi extra??do sobre as entrevistas percep????es que formaram as assertivas que poder??o ser utilizadas para subsidiar futuras pesquisas de forma estruturada.

Made available in DSpace on 2015-04-14T14:41:56Z (GMT). No. of bitstreams: 1 457552.pdf: 3874286 bytes, checksum: bddad85a790310bcbc07a23d8a6daf2a (MD5) Previous issue date: 2014-03-27 / In a communication context that changes constantly, it becomes ever timelier the searching for a theoretical study which offers subsidies on the relationship between brands and consumers in postmodernity. Thus, the primary objective of this research is to understand in which aspects the involvement of consumers with brands can be boosted by developing a relationship tie as a brand communication strategy. On this dynamic scenario we seek to understand - through the analysis of the Coca-Cola campaign for Coca-Cola Zero product, titled Descubra a sua Coca-Cola Zero with the theme Quanto mais voc?, melhor - the manifestations of contemporary practices for building brand communication strategies which emphasizes the relationship among people by a brand. For such investigative adventure we chose to adopt the assumptions of Comprehensive Sociology offered by Michel Maffesoli and Complexity by Edgar Morin. / Em um contexto comunicacional em constante transforma??o, torna-se cada vez mais oportuna a busca de um aprofundamento te?rico que ofere?a subs?dios sobre a rela??o entre marcas e consumidores na p?s-modernidade. Sendo assim, o objetivo primeiro desta pesquisa consiste em compreender em quais aspectos o envolvimento dos consumidores com as marcas pode ser impulsionado pela cria??o de uma rela??o vincular como estrat?gia de comunica??o marc?ria. Em meio a este cen?rio din?mico, buscar-se-? perceber - atrav?s da an?lise da campanha da marca Coca-Cola para o produto Coca-Cola Zero, intitulada Descubra a sua Coca-Cola Zero com o tema Quanto mais voc?, melhor - as manifesta??es das pr?ticas contempor?neas para a constru??o das estrat?gias de comunica??o marc?ria que privilegiam a rela??o vincular entre pessoas atrav?s da marca. Para a condu??o de tamanha aventura investigativa optou-se pela ado??o dos pressupostos da Sociologia Compreensiva oferecida por Michel Maffesoli e da Complexidade apresentada por Edgar Morin.

Made available in DSpace on 2016-04-28T20:12:56Z (GMT). No. of bitstreams: 1 2000 - Augusto de Andrade Oliveira.pdf: 1625358 bytes, checksum: 0dfcb682d35ecf15086469ea446fa6e6 (MD5) Previous issue date: 2000-06-30 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / This paper is about the Program of Verticalization for Small Farm Production in the Federal District - PROVE -, conceived in January 1995 by the Government of the Federal District of Brazil. It seeks to organize and analyze the action of the Public Power, through its Department of Agriculture, facing the main obstacles presented in the program development, particularly the issue of credit for financing the investments (construction and structuring of agribusiness s) and marketing or insertion of small farmers working with agribusiness s supported by the Program onto the formal market. It also allows better understanding of the various problems and difficulties faced by the program and the solutions found in the deployment of this public policy. Firstly the paper tackles the process of formulation and implementation of the program, with special attention to the issue of the beneficiary public (Chapter 1). Then it moves on to highlighting the issue of agricultural credit in the development of the program. After a brief history review and analysis of agricultural credit in Brazil, (Chapter 2) the problem of credit in the development of PROVE is thoroughly discussed. Finally, it addresses (Chapter 3) the topic of marketing, in which drawbacks as well as actions taken to minimize them are analyzed. / Trata do Programa da Verticaliza??o da Pequena Produ??o Agr?cola do Distrito Federal - PROVE -, concebido em janeiro de 1995 pelo Governo do Distrito Federal do Brasil, sistematizando e analisando a a??o do Poder P?blico, atrav?s de sua Secretaria de Agricultura, face aos principais entraves apresentados no processo de implanta??o do Programa, em especial no que toca a quest?o do cr?dito para o financiamento dos investimentos (constru??o e estrutura??o das agroind?strias) e da comercializa??o ou inser??o dos pequenos agricultores ligados ?s agroind?strias apoiadas pelo Programa no mercado formal, possibilitando ainda uma melhor compreens?o acerca dos diversos problemas e dificuldades enfrentadas e as solu??es encontradas para a implanta??o desta pol?tica p?blica. O trabalho trata inicialmente (cap?tulo 1) do processo de constitui??o e a implementa??o do Programa, com aten??o especial para a quest?o do p?blico benefici?rio, destacando em seguida (cap?tulo 2) a quest?o do cr?dito agr?cola no desenvolvimento do Programa, onde, ap?s um breve hist?rico e an?lise do cr?dito agr?cola no Brasil, ? esmiu?ada a problem?tica do cr?dito no desenvolvimento do PROVE. Por fim, aborda (cap?tulo 3) a tem?tica da comercializa??o, onde ? realizada uma an?lise dos entraves verificados neste campo, bem como das a??es minimizadoras implementadas.

Made available in DSpace on 2016-04-28T20:13:49Z (GMT). No. of bitstreams: 1 2008 - Lia Maria Teixeira de Oliveira.pdf: 1251999 bytes, checksum: e5651642f1d88ff158a2af934701acb6 (MD5) Previous issue date: 2008-05-30 / The main concerning of this thesis has been about social identities accomplishment, understanding them as a relational and multidimensional process performed through successive socialization. In relation to specific theme, this survey was carried out under socialization methodologies of agricultural technical teaching professor at the time of educational politics start on the 90 s, concerning about the management model restoring and technological institution working as well as professor professionalization conception. However, data from field research forced to an analysis motion giving rise to professional establishment, when around 1910 to 1940, and republican public announcement for the professionalization of an education able to interfere over poor young people, useful citizens professional teaching have emerged on society. Verifying global significatives of official system as competence ideas and education, an approachment was limited on, in spite of notifying over local contexts and resistances no consensus or ordinary readings on the global significatives were reported. Through field research and bibliographic references institutional space-time existence pointed by permanences and ambiguities have been demonstrated when at currents days these signs from past ages and structural duality under school/university sphere pressurize sociocultural methods towards actions and emancipated character perception from hegemonic agrarian commands. Theorical discussion was based on political and cultural spaces understanding that on society both groups and people have been shaped in relation to knowledgements, values, behaviors and profiles for playing a role on every professional occupation or another professional area. In order to represent not as much balanced reality about determinations and permanences relationships under the same stress to and for teaching professionalization dispute has been corroborate. In this meaning, the main goal of the survey was to understand agricultural technical teaching professor identities from social professional process institutionalized by political and academic socialization aspect. Above all, it was considered this sphere as a conflict place, specially crossed by outter and inner as well as subjective and objective spheres to professional groups. According to Pierre Bourdieu, Berger and Luckmam, Anthony Giddens, Gimeno Sacrist?n, Claude Dubar, Eliot Freidson on ANFOPE and ANPED speechs, data and information approachment / interpretation were based on. As maintained by Eli Lima, An?sio Teixeira, S?rgio Miceli and Renato Ortiz ideas nation and culture studies, institutional scheme played by actors / agents was demonstrated. In relation to political, economical and cultural practices of contemporary societies, theories by Roberto Jose Moreira were reported. The methodology of this survey has been based on human and social sciences qualitative research where proceedings and mechanisms from ethnographic nature have noticed professor occupation as a social performance on ruptures methods with ancient patterns, therefore a professional-social group represented by tensions caused between permanencies and ambiguities over a relational reality in accordance to dynamics of new institutionalization practices. / A problem?tica central dessa tese ? o estudo sobre a constru??o social do magist?rio, cuja an?lise compreende as identidades docentes como processo multidimensional e relacional produzido nas sucessivas socializa??es. Quanto ? tem?tica espec?fica, no tocante ? pesquisa geradora dessa tese refere-se aos processos de socializa??o do professor do ensino t?cnico agr?cola, no marco temporal da pol?tica educacional iniciada na d?cada de 1990, cuja t?nica ? a reestrutura??o do modelo de gest?o e funcionamento da institui??o tecnol?gica e a concep??o de profissionaliza??o docente. Contudo os dados da pesquisa de campo for?aram um deslocamento da an?lise para a origem da constitui??o profissional, quando por volta dos anos de 1910 at? 1940 incidem na sociedade os proclames p?blicos republicanos para a profissionaliza??o de um magist?rio capaz de uma interven??o qualificada na educa??o profissional dos jovens desvalidos para serem cidad?os ?teis . Delimita-se ainda um enfoque de profiss?o docente, verificando os significantes globais vindos do sistema oficial, como a no??o de compet?ncias, mas a licenciatura nos contextos locais demonstra n?o haver consensos sobre tais significantes globais. Congruente ao saberfazer docente e aos processos identit?rios profissionais, demonstra-se por meio do trabalho de pesquisa de campo, documentos e da literatura, a exist?ncia de espa?os/tempos institucionais marcados pelas perman?ncias e ambig?idades, contudo na atualidade, essas marcas do passado e da dualidade estrutural sob a esfera escolar/universit?ria tencionam os processos socioculturais e acad?micos para a??es e percep??es de car?ter mais emancipado dos dom?nios agr?rios hegem?nicos. A discuss?o te?rica que atravessa toda a tese remete ao entendimento que em sociedade, nos espa?os pol?tico-culturais, os indiv?duos e grupos s?o moldados por saberes, atitudes, valores, normaliza??o t?cnica e perfis para exercerem pap?is na profiss?o docente ou em outra ?rea profissional. De modo a configurar uma realidade n?o t?o equilibrada em rela??es de perman?ncias e determina??es, verifica-se a mesma sob tens?o na e pela disputa de profissionaliza??o docente. Neste sentido, o objetivo geral da tese ? buscar compreender as identidades docentes desse professor da educa??o t?cnica agr?cola a partir dos processos s?cio-profissionais institucionalizados pelo campo pol?tico-acad?mico de socializa??o. Sobretudo, tomamos esse espa?o como um lugar de disputas, particularmente, eivado de articula??es/intera??es das esferas interiores e exteriores, subjetivas e objetivas ao grupo profissional. A abordagem e a interpreta??o dos dados e informa??es coletadas da pesquisa de campo delimitam-se na revis?o de literatura tomada nas categorias da sociologia compreensiva de Pierre Bourdieu, Berger e Luckmann, Anthony Giddens, tamb?m na sociologia da educa??o de Gimeno Sacrist?n, na sociologia das profiss?es de Claude Dubar, Eliot Freidson e diversos te?ricos e pesquisadores referenciados no discurso da ANFOPE e ANPED. Demonstra-se o enredamento institucional promovido entre os atores/agentes que organizam os estudos das id?ias, na??o e cultura, nesse caso destaque-se Eli Lima, An?sio Teixeira, S?rgio Miceli, Renato Ortiz. ?s teorias das sociedades contempor?neas no tocante as pr?ticas pol?ticas, econ?micas e culturais que configuram e conferem significados ao campo brasileiro, busca-se em Roberto Moreira. A metodologia est? balizada nos aportes te?ricos da pesquisa qualitativa em ci?ncias sociais e humanas, aonde os procedimentos e instrumentos de natureza etnogr?fica chegaram aos dados que constata ser a profiss?o docente uma constru??o social em processos de rupturas com os modelos passados, portanto, um grupo s?cio-profissional configurado nas tens?es provocadas entre as perman?ncias e ambig?idades sobre uma realidade relacional, em plena din?mica de novos processos de institucionaliza??o.

Submitted by Sandra Pereira (srpereira@ufrrj.br) on 2016-08-08T12:55:06Z No. of bitstreams: 1 2011 - Aessandra Xavier de Morais.pdf: 1313263 bytes, checksum: 181080371f025600731b80924ed5cef6 (MD5) / Made available in DSpace on 2016-08-08T12:55:06Z (GMT). No. of bitstreams: 1 2011 - Aessandra Xavier de Morais.pdf: 1313263 bytes, checksum: 181080371f025600731b80924ed5cef6 (MD5) Previous issue date: 2011-03-29 / This study is the result of a survey among boarders of the Federal Institute of Pernambuco ? Vit?ria de Santo Ant?o Campus. The work had its foundation on theorists that discuss the boarding school regime, who enabled us to understand the boarding school from a scientific perspective; and, in a more romantic perspective, in the light of literary art. We also looked for evidences to an understanding of the adolescent period, as the boarders belong to this age group. We sought to study and understand the psychosocial identity of adolescents undergone to the boarding school regime of the Vit?ria de Santo Ant?o Campus, and this is our object of study. The admission of an adolescent to boarding school, especially when it has an agricultural profile, is of particular peculiarity. Coming from rural areas and children of farmers, these adolescents experience intense aspects in their new dynamics of life in a boarding school, being bordered by instabilities. We used as strategies of research the documental analysis, interviews, photographs, reports based on observations from our professional experience in the establishment, as well as the focal group to collect data with the boarders. We examined the records from the group of students surveyed, an instrument that allowed us to study the psychological dynamics of these subjects, showing feelings and emotions, as well as the arguments that express rationality. The data treatment was done in accordance with the categorization of statements that have emerged in the focus group, being treated in the light of the content analysis. From the material obtained, we concluded that, despite all the difficulties concerning the change of life and the family separation caused by the admission to the boarding school regime, students believe that the promising future can only be achieved through technical education, allowing them not only to acquire a knowledge that can be used in their family based production system, overcoming the adverse conditions experienced by their families, but also as a way to have access to a better paying job. We also present a discussion of Brazilian educational policies regarding the agricultural education and the boarding school. We hope that this work can support various professionals of education institutions that also adopt the boarding school regime. / Este trabalho ? o resultado de uma pesquisa realizada junto aos alunos internos do Instituto Federal de Pernambuco - Campus Vit?ria de Santo Ant?o. O trabalho teve seu embasamento em te?ricos que discutem o regime de internato escolar, que nos permitiram compreender o internato numa perspectiva cient?fica; e, numa perspectiva mais rom?ntica, ? luz da arte liter?ria. Buscamos tamb?m elementos para uma compreens?o do per?odo da adolesc?ncia, j? que os internos pertencem a essa faixa et?ria. Procuramos estudar e compreender a identidade psicossocial dos adolescentes submetidos ao regime de internato do Campus Vit?ria de Santo Ant?o, sendo esse nosso objeto de estudo. O ingresso do adolescente em um internato, principalmente quando este tem um perfil como os dos campi agr?colas, se reveste de especial peculiaridade. Oriundos de zona rural e filhos de agricultores, esses adolescentes vivenciam aspectos intensos em sua nova din?mica de vida num internato, situa??o permeada por instabilidades. Usamos como estrat?gias de investiga??o a an?lise documental, entrevistas, fotografias, relatos baseados em observa??es a partir de nossa experi?ncia profissional no estabelecimento bem como o grupo focal para fazer uma coleta de dados com os alunos internos. Examinamos os registros emergentes do grupo de alunos pesquisados, instrumento que nos permitiu estudar a din?mica psicol?gica desses sujeitos, evidenciando sentimentos e emo??es, al?m dos argumentos que expressam racionalidade. O tratamento dos dados se deu de acordo com a categoriza??o das falas que emergiram no grupo focal, sendo tratados ? luz da an?lise de conte?do. A partir do material obtido, conclu?mos que, mesmo com todas as dificuldades em torno da mudan?a de vida e da separa??o familiar ocasionadas pelo ingresso no regime de internato, os alunos acreditam que o futuro promissor s? pode ser alcan?ado atrav?s de uma forma??o t?cnica, possibilitando-os n?o s? adquirirem um saber que possa ser aplicado em seu sistema de produ??o de base familiar, superando as condi??es adversas vividas por suas fam?lias, mas tamb?m como forma de terem acesso a um trabalho de melhor remunera??o. Apresentamos ainda uma discuss?o das pol?ticas educacionais brasileiras frente ao ensino agr?cola e ao internato. Esperamos que este trabalho possa subsidiar diferentes profissionais de institui??es de ensino que tamb?m adotam o internato como regime de perman?ncia.