‘A society where alcohol can be enjoyed with care for one’s health so that no one takes damage’ is the vision of Sweden’s alcohol monopoly Systembolaget. In its foundation Systembolaget aims to always inform citizens of the risks associated with alcohol consumption through various ways of marketing, without ever encouraging its recipients to buy alcohol. Since Systembolaget is a monopoly there is no other way to turn, which makes it paramount that they do not abuse their position of power to break their vows of engaging in this social marketing.This paper aims to explore how well Systembolaget keeps to not overlapping regular marketing with its own societal engagement, through a semiotic analysis of one of their campaign films called “Exercising & Drinking”– also with two interviews of people related to the making of this film.Regarding the results it seems as if they have failed to keep their promise of informing the involved risks of alcohol consumption in this particular film. Here they have also failed in their pursuit of not encouraging the consumption of alcohol, though not directly– They portrayed social gatherings of happy people consuming alcoholic beverages in various locations such as pubs, restaurants, parties, clubs and at home. This is a dubious crossing of their foundation, though a crossing nonetheless.The implications of this paper can be summed up as Systembolaget having failed in their social marketing, meaning that if they’ve done it once they could most certainly have done it again, which makes it important that future campaigns be scrutinized for further mistakes. For companies in a position of power as immense as Systembolaget, continued scrutiny so that no boundaries are overstepped is of major importance

Family planning campaigns, using the media among other advocacy interventions, are produced and disseminated by both government and nongovernment organizations in Malawi, with an aim of reducing fertility and promotion of reproductive health. This qualitative audience study looks specifically at the reception by rural men of radio broadcast Public Service Announcements produced by the NGO, Banja La Mtsogolo, a leading provider of family planning services and products based in Blantyre. The aim of the study is to understand how the appropriation of these messages relates to traditional concepts of gender, masculinity and kinship within an area that has not been spared the influences, values and accoutrements of modernity. Underpinned by Hall’s encoding and decoding model, the study reveals that at most men make an oppositional reading of the texts based on their lived and shared cultural experiences. The results show that while people understand and appreciate the importance of family planning, cultural and traditional influences play a major role in how these messages are appropriated by and incorporated into the everyday lives of their listeners. Given the above understandings, the research asks what are the implications for the success of family-planning media campaigns by government and other non-governmental organisations such as Banja La Mtsogolo

Diploma Thesis is focused on personality Marie Žlábkové-Höfnerové, Women who spread awareness and thoughts of women independence. First part of thesis is going to map path of world and Czech feminism, it´s Czech origins and changes in gender stereotypes, which it brought.Second part of thesis is focused on celibacy of teachers, as an historic phenomena, with so far unknown regional aspects. Main part of thesis is focused on less known character of Marie Žlábkové-Höfnerové, who as a teacher had personal experience with celibacy. Author of this diploma thesis is going to enhance current findings about life of this south bohemian educational worker.

The submitted diploma thesis "Campaigns against racism" is focused on the analysis of comments which appears on webpage www.youtube.com at videos that contain campaigns against racism. The aim of this diploma thesis is the analysis of the reflexion of the comments that are the contributions under video campaigns against racism on web pages. From the above mentioned goal I determined the following research question: What effect do the campaigns against racism have on the citizens of the Czech Republic? The primary file was formed by comments of www.youtube.com web pages users. The contributors of these comments are a specific group which lay stress on their anonymity. This diploma thesis was to show the understanding of perception of the Roma situation in the Czech Republic. Furthermore it aimed to shed light on which attitude towards the Roma minority Czech inhabitants have.

Esta dissertação trata sobre o cenário de usos e abusos de crack que impregna os meios midiáticos e a atual psicopatologia juvenil brasileira. A análise parte da construção de uma cena de pedras, com a caracterização dos atores envolvidos e da trama entre eles. O objetivo é desempedrar o cenário epidêmico estabelecido, identificando os conceitos, histórias e estórias que, dispersamente, solidificam a questão. Sobretudo, intentamos suspender os nomes e as verdades ficcionais que preenchem o sujeito-objeto dessa cena e que, de modo contundente, o fazem desaparecer num circuito de exclusão. / This dissertation deals with the scenario of use and abuse of crack which pervades the press as well as Brazilian youth psychopathology nowadays. The analysis begins by building a scene of rocks, with the characterization of the plot and the actors involved in it. The goal is to undo the established epidemic scenario by identifying the concepts, facts and stories that, sparsely, solidify the issue. Above all, we intend to suspend the names and fictional truths that fill in the subject-object of this scene and which, so strongly, make it disappear in a circuit of exclusion.

This dissertation deals with the efforts of the British forces to regain control of northern Natal from the Boers, during the second quarter of 1900. In March Boer forces had dug themselves in along the Biggarsberg. In early May a British force advanced on the Biggarsberg. Exploiting their numerical superiority and with a turning movement to their right, the British army forced the Boers to retire to the Drakensberg in the Majuba area. There followed a period of re-organisation and preparation during which General Buller attempted to persuade the Boers to lay down their arms. When this failed he launched another attack on the Boer defence line. In quick succession the British force gained success at Botha's Pass (8 June) and at Alleman's Nek (11 June). These reverses forced the Boers to retire from their Drakensberg positions and they thereby relinquished all control of Natal to the British forces / History / M.A. (History)

The purposes of this study were to 1) compare the characteristics between the elections that were successful and unsuccessful; 2) identify the purpose of the school bond issue (demographic characteristics); 3) identify the financial resources and structure of the school districts (economic characteristics); 4) analyze the public relations and publicity techniques used in the school bond campaign (communications variables); 5) determine the degree of responsibility assumed by individuals and groups for the educational, building, and bond needs of the school districts (group involvement); 6) ascertain personal and professional information about the district superintendent as it related to voter influence in the bond campaign; 7) determine prior bond election experience. The major conclusions were that the trend of large or small eligible voter turnout was inconclusive, urban districts had more difficulty than rural or suburban districts in passing bond issues, and bond issues were passed mainly for new facilities. School districts with large assessed valuation per resident student had better results than others. The newspaper, "general talking it up," speakers, public meetings, and telephone committees were effective means of communication. The superintendent, board of education, faculty, principals, P.T.A., and lay groups assumed the most responsibility in the elections.

Este estudo faz uma análise dos debates presidenciais na televisão como eventos persuasivos de campanha. O objetivo foi contribuir para a compreensão não só do papel dessa fonte de informação política no contexto brasileiro, mas discutir também de maneira sistemática os seus possíveis efeitos. Os debates na TV são uma variável comunicacional de curto prazo dos processos eleitorais. Eles oferecem estímulos comunicacionais que são disseminados no ambiente da campanha, seja por quem o assiste diretamente, seja por quem fica sabendo desses eventos e dos desempenhos dos candidatos através de outros dispositivos, como a imprensa e o Horário da Propaganda Gratuita Eleitoral (HPGE). Como apenas informação não basta para explicar mudanças de opinião, focamos o estudo em dois eixos principais. O primeiro deles na identificação e no mapeamento das estratégias persuasivas adotadas pelos candidatos, porque eles são instados a confrontar seus adversários, num evento ao vivo, e por meio do qual os eleitores podem avaliar não só o seu posicionamento político, como a maneira que se apresentam. Está presente, neste caso, um impacto sobre a atitude dos eleitores com relação aos competidores. Os principais resultados indicam haver um padrão no objetivo das mensagens, prevalecendo, no agregado, o ataque entre os candidatos da oposição, e a aclamação entre os candidatos da situação. O posicionamento do candidato, bem como o conteúdo político das mensagens apresentaram resultados significativos para um possível efeito sobre a atitude dos eleitores. No estudo, propomos ainda a análise dos enquadramentos adotados pelos competidores, cuja função é estabelecer um quadro de referência para a audiência. Esta variável, que procura levar em conta aspectos da comunicação verbal e nãoverbal, também apresentou resultados significativos. No segundo eixo analítico, tratamos dos efeitos agregados desses acontecimentos de campanha. Foram analisados os debates de 2002, quando prevalecia um clima de opinião favorável à oposição, e 2010, quando o clima é favorável à situação. Com relação ao impacto dos debates no ambiente informacional, os dados sugerem que, em 2002, a atuação de Luiz Inácio Lula da Silva (PT), candidato da oposição, levou a uma ampliação da cobertura jornalística positiva sobre o candidato; enquanto houve um declínio dessa cobertura para José Serra (PSDB), candidato da situação. Em 2010, na cobertura da imprensa após os debates, tanto a candidata da situação, Dilma Rousseff (PT), quanto o da oposição, José Serra, apresentaram equilíbrio. O impacto no ambiente informacional da campanha foi acompanhado de um aumento da intenção de voto agregada para os candidatos que lideravam as pesquisas e que representavam a mudança em 2002, no caso Lula, ou a continuidade em 2010, no caso Dilma. Nas duas eleições, portanto, os debates na TV no Brasil indicaram ser eventos persuasivos importantes, apesar de terem um papel menos central como dispositivo de informação eleitoral e de não levarem à troca de posição entre os competidores nas pesquisas opinião. Mas eles contribuem, ao menos indiretamente, para consolidar e ampliar intenções de voto dos primeiros colocados a partir de uma percepção positiva disseminada sobre os seus desempenhos. / This study analyzes presidential debates broadcasted on television as persuasive events in political campaigns in Brazil. The main goal is to contribute not only to the understanding of the role of this kind of source of political information in the Brazilian context, but also to discuss its possible effects in a more systematic fashion. Debates on television are a short-term communicational variable in electoral processes. They offer communicational stimuli that are disseminated in the campaign environment, either by viewers or by those who receive information concerning these events and the performance of candidates through other media sources, such as the press and electoral programs that free-toair television networks must broadcast according to Brazilian electoral law (the so-called Horário da Propaganda Eleitoral Gratuita HPGE). Since information alone is not enough to explain shifts in opinion, the study focuses on two main axes. The first one is the identification and mapping out of the persuasive strategies adopted by candidates to the extent that in live television debates they are prompted to confront, in a live broadcast, their adversaries allowing voters to evaluate not only their stance regarding political issues but also how they present themselves. In this case, an impact was detected on voter attitude towards competitors. The main results show a pattern in the objective of messages. Considering aggregate results, among candidates in the opposition attacks prevail, whereas among incumbent candidates laudatory messages are the norm. The position of the candidate, as well as the political content of the messages presented significant results in terms of a possible effect on voter attitude. The study further proposes an analysis of the frames adopted by competitors with the aim to establish a reference for the audience. This variable which seeks to take into consideration aspects of verbal and non-verbal communication also had significant results in terms of the impact on voter attitude. With regard to the second analytical axis, the aggregate effects of these campaign events were considered. The study investigated the 2002 presidential debates, when the general opinion mood favored the opposition, and the 2010 debates, when mood was favorable to the incumbent. With regard to the impact of the debates on the informational environment, the data suggests that in 2002 the performance of opposition candidate Luiz Inácio Lula da Silva (Workers Party PT) led to greater positive journalistic coverage whereas José Serra (the candidates of the Brazilian Social-Democratic Party PSDB) received less positive coverage. In 2010, there was more equilibrium in the post-debate press coverage of the debate between the candidate of the incumbent party, Dilma Rousseff, (PT) and of the opposition, José Serra (PSDB). The impact on the informational environment of the campaign was followed by an aggregate increase in voter intention for candidates leading polls and who represented change in 2002, in the case of Lula, or continuity in 2010, in the case of Dilma. Therefore in both elections, there is evidence that television debates in Brazil are important persuasive events. Even though they have a less central role as a source of electoral information and do not lead to position changes in poll, these events contributed, at least indirectly, to the consolidation and expansion of voter preference for those in the lead based on the positive perception of performance in debates.

Orientador: Angela Viana Machado Fernandes / Banca: Dulce Consuelo Andreatta Whitaker / Banca: Newton Ramos-de-Oliveira / Banca: Doris Accioly e Silva / Banca: Elizabete David Novaes / Resumo: As representações sociais acerca do alcoolismo e do alcoolista por jovens - alvo das propagandas de cerveja - constituem-se o foco desta tese, ou seja, a relação entre juventude, mídia televisiva e campanhas de prevenção ao alcoolismo. A mídia televisiva, considerada como grande propagadora e incentivadora do consumo de bebidas alcoólicas aqui é investigada no tocante à disseminação conjunta de campanhas de prevenção ao alcoolismo, um dos aspectos mais polêmicos em nossa atual sociedade. / Abstract: The social representations on the alcoholism and the alcoholist by the young - objective of the merchandizing of beer - establishes the focus of this thesis; that is, the relation between the youth and the television media and campaigns on prevention on alcoholism. The television media, considered as great spreader and stimulator of consume of alcoholic drinks, is investigated here together with the spreading of campaigns on prevention on alcoholism, one of the most polemical aspects of our society nowadays. / Doutor

Orientador: Ivan Aparecido Manoel / Banca: Nainôra Maria Barbosa de Freitas / Banca: Patrícia Carla de Melo Martins / Resumo: O presente estudo tem por objetivo destacar a presença da Doutrina Social da Igreja nas ações ditas como assistencialistas realizadas pela CNBB, através das Campanhas da Fraternidade dos anos de 1986, 2002 e 2007, que tratam, especificamente da questão da terra. Escolhemos a temática a respeito da terra, pois, observamos que a questão da propriedade privada é início e fim da Doutrina em questão, que tem por projeto moldar a sociedade atual como aquela dita necessária para a realização do projeto divino na Terra, através de ações levariam à construção de uma sociedade que retomasse a preocupação com o bem comum. Os documentos que nos embasam nossa pesquisa são, além dos textos base e a documentação referente às Campanhas, as encíclicas papais e diversa bibliografia que transmite os pontos principais da Doutrina Social Católica, além de autores que, de alguma forma, já abordaram questões apontadas pela Doutrina / Abstract: The present study aims to contrast the Church Social Doctrine presence in assistance action, undertaken by CNBB, through the Fraternity Campaigns from the years 1986, 2002 and 2007, dealing specifically with the land‟s issue. We chose the land‟s theme because we observed that the private property issue is the beginning and the end of the doctrine question, whose design shape today's society such as that expressed need for the creation of the divine plan on Earth, through actions would lead to building a society that, would take the concern for the comfort. The documents that underlie our research are beyond the basic texts and documentation relating to Campaigns, the papal encyclicals and diverse bibliography that conveys the main Catholic Social Doctrine points, and authors who, somehow, have discussed issues raised by the doctrine / Mestre