En el presente trabajo de investigación tiene como meta evaluar sobre el uso de aspectos visuales utilizados dentro del rubro del diseño editorial en el libro “Historias Mágicas, Leyendas del Perú adaptadas para niños y niñas”. Por el cual se debe examinar la eficiencia comunicativa de las ilustraciones contenidas en el cuento infantil. Además, de analizar los aportes visuales y narrativos que aporten a la educación de los estudiantes del nivel inicial. Los resultados de la investigación aclaran que el sector escolar es el que consume más cuentos ilustrados, a diferencia del mercado de libros infantiles abiertos para el público. Cabe destacar que dentro del sector escolar, los maestros son los encargados de seleccionar los cuentos infantiles a usar en su clase a diferencia del mercado abierto al público en el cual los infantes tienen libertad de poder seleccionar el cuento que gusten. Además, que las ilustraciones contenidas en el libro son de carácter aportativo para los niños y su desarrollo. Gracias a ello se puede concluir que el cuento infantil ha venido progresando su consumo con el paso de los años dentro del país, y su producción ha venido en aumento en el mercado abierto al público durante los últimos ocho años. / The objective of this research work is to evaluate the use of visual aspects used within the field of editorial design in the book "Magical Stories, Legends of Peru adapted for boys and girls". By which the communicative efficiency of the illustrations contained in the children's story should be examined. In addition, to analyze the visual and narrative contributions that they contribute to the education of the students of the initial level. The research results clarify that the school sector consumes the most illustrated stories, unlike the market for children's books open to the public. It should be noted that within the school sector, teachers are responsible for selecting children's stories to use in their class, unlike the market open to the public in which infants are free to select the story they like. In addition, that the illustrations contained in the book are of a contributing nature for children and their development. Thanks to this, it can be concluded that the children's story has been progressing its consumption over the years within the country, and its production has been increasing in the market open to the public during the last eight years. / Trabajo de investigación

PhD (English) / Department of English / This study sought to analyse the discourse strategies in the editorials of the Daily Graphic newspaper as texts constructed in an African English as a Second Language (ESL) setting and the editorials of the New York Times of America as texts constructed in an Anglo-American English environment. The objective of the study was to discover the differences and the similarities that exist between the discourse strategies of the editorials of the Daily Graphic newspaper and the editorials of the New York Times. This objective is achieved by analysing five features of text. First, the rhetorical structure of the two editorials were analysed to find out the rhetorical strategies used in composing the editorials. Second, the micro-genre variation between the two editorials was examined. In addition, the thematic development of the two editorials was carried out. Also, the study investigated the rhetorical appeals preferred by the editorials from the two different socio-cultural settings. Finally, as newspaper editorials, the use of attribution was studied to find out how the editorials disclose the sources of their information to make it clear to their readers where they get their information from. The findings of the study revealed some differences and some similarities in the discourse strategies employed by the two editorials. The Daily Graphic as a newspaper published in an ESL setting in Africa exhibited the unique use of some discourse features that reflect the socio-cultural setting different from that of the New York Times as a newspaper published in the socio-cultural environment of Anglo-American English. / NRF

Dieser Beitrag ist mit Zustimmung des Rechteinhabers aufgrund einer (DFG-geförderten) Allianz- bzw. Nationallizenz frei zugänglich.

Actualmente, el Perú presenta una marcada tendencia hacia la falta de visibilización y conocimiento de la participación de la mujer en la industria creativa. En consecuencia, existe la necesidad de visibilizar a estas mujeres y su importante rol dentro del área del diseño gráfico en el país. El presente proyecto consiste en la elaboración de una obra editorial que tiene como objetivo mostrar la visión de quince diseñadoras gráficas peruanas de tres generaciones distintas. Para la producción del contenido, se conversó con diferentes mujeres fundadoras de estudios de diseño, diseñadoras influyentes y mujeres jóvenes con una percepción nueva respecto al rubro. Estas mujeres; a través de extensas entrevistas dan a conocer sus experiencias y perspectivas sobre lo que significa ser mujer y diseñadora en el Perú, y cómo se está estableciendo la profesión a nivel local. El reto consiste en diseñar un libro que muestre la visión de estas mujeres sin caer en recursos gráficos recurrentes o estereotipos negativos sobre lo femenino. Asimismo, exponer a los lectores estas perspectivas para que complementen su desarrollo profesional y académico. La producción de esta obra editorial responde a los conocimientos teóricos y prácticos que se obtienen como resultado de una profunda investigación que se recopila en el marco teórico de la presente memoria profesional. Este libro se expone, no solo bajo conceptos del diseño editorial, sino además bajo un plano semiótico del diseño. Ambos campos de estudio brindan claridad para un desarrollo eficaz de la publicación que responde a los objetivos del proyecto. / Nowadays, Peru presents a marked tendency towards the Invisibilization and lack of knowledge reggarding the participation of women in the creative industry. In consequence, there is a need to make these women visible and show their important role in the area of graphic design in the country. This project consists of the development of an editorial piece which objective is to show the vision of fifteen Peruvian female graphic designers from three different generations. To obtain the content, we spoke with women at the head of design studios, influential women designers, and young women with a new and particular take on the field. Through extensive interviews, they share their experience and perspective on being a woman and designer inPeru, the social approach of graphic design, and how the profession is establishing itself locally. The challenge of the project is to design a book that shares these women’s vision without recurring tostereotypical graphic resources related to femininity while exposing readers to them and complement their professional and academic development. The production of the editorial piece responds to theorical and practical knowledge obtained through indepth investigation that is compiled within the theorical framework of this professional report. This book presents itself, not only under editorial design concepts but also under a semiotic design plan. Both fields provide clarity for an effective and coherent development of the publication that responds to the objectives of the project. / Trabajo de Suficiencia Profesional

This diploma thesis Comparative analysis of communication of the brands Louis Vuitton and Estée Lauder across selected periodicals in 2013 deals with the forms of communication the selected luxury brands on the platform of magazines use for addressing their existing and also potential customers. The theoretical part defines luxury and luxury brands Louis Vuitton and Estée Lauder and media, namely printed magazines Elle and Marianne, which together constitute the necessary basis for the subsequent research. Methodological part looks at the key persuasive, semiotic and pragmatic approaches, which, using verbal and non-verbal communication elements, participate in the construction of the examined texts, and submits related basic concepts, which are then used in the analytical part. Here, first, is realized a detailed description and analysis of the selected types of communication followed by the comparison and final evaluation of the findings obtained. Comparison in that is made not only within the individual magazines, respectively types of utterances placed in them, but also in connection with the specifics of the selected luxury brands. This diploma thesis aims to describe the selected utterances, analyze the contents they communicate, compare them and finally reveal the key communication methods...

The diploma thesis deals with the communication strategy of Knižní klub publisher since its establishment till the end of the year 2013. Knižní klub belongs to publishers that mostly in 90s' formed Czech literary culture by its business model. Until recently it was a part of the world media group Bertelsmann, which has operated literary clubs all over the world since 50s' of the 20th century. It entered the Czech Republic shortly after the revolution and brought many forbidden titles. The policy of edition represented the mix of the quality world literature and also the whole range of saleable books which copied actual readers' trends. On this basis, I focus on historical background and its influence of the policy of edition. Then I deal with the development of the literary club after the year 1989. With The Knižní klub publisher, which has gone through several changes from distribution company to appropriate publisher, I try to target the communicational activities in socio-cultural context. Communication strategy was observed through club catalogues and media. Media image in social-cultural supplements Víkend Mladé fronty Dnes, Salon Práva and critical monthly journal Literární noviny is also part of the text and helps to understand the strategy of the publisher.

This master's thesis is a study of the comic strip and its tradition in the Czech Republic. It covers development of this format and its occurrence in Czech periodicals as well as the gradual use of comics' visual language and different views on the comic strip definition. Taking views from several different perspectives including artists, writers, magazine editors and publishers this thesis will show the principles of cooperation between the comic creator and the editors of the magazine in which it is published. This is supported by original research (see Appendix) and has the goal of showing the motivations, perceptions and approaches to the comic strip from the perspective of the creator as well as the magazine editor. The research uses case studies based on structured interviews with editors of cultural magazines in the Czech Republic and with the creators of the comic strips that they publish. The results of this research combined with the historical and contemporary context offer a close look into the current perception of the comic strip as a format for creative expression, but also the magazine editor's responsibility in publishing the comic strip.

O objetivo deste trabalho é analisar o uso das metáforas como figuras retóricas e analisar o uso das metáforas conceituais nos editoriais selecionados dos jornais: O Estado de S.Paulo, Folha de S.Paulo, Gazeta do povo, O Globo e Gaúcha Zero Hora. Essa análise parte da fundamentação teórica tem como base as metáforas como figuras retóricas de acordo com os preceitos elaborados por Perelman & Tyteca (2005 [1958]) em seu Tratado da argumentação - A nova retórica e as metáforas conceituais de acordo com os preceitos elaborados por Lakoff & Johnson (2002 [1980]) em Metáforas da vida cotidiana. Procura-se, nesse sentido, observar como o orador/editorialista faz a aplicação metafórica em seus textos, a fim de entender sua finalidade argumentativa para com o auditório/leitor. A análise do texto compreende a identificação das diferentes metáforas como figuras retóricas e como metáforas conceituais ambas estão examinadas em nossa pesquisa teórica. Demonstrar a operacionalização das teorias de Perelman & Tyteca e Lakoff & Johnson nos permite apontar como é possível criar condições técnicas-científicas para unir essas duas teorias em uma pesquisa das diferentes metáforas nas diversas construções linguísticas dos editoriais de jornais on-line. / The aim of the study is to analyze the use of metaphors as figures of language and to analyze the use of conceptual metaphors in selected newspaper editorials: O Estado de S.Paulo, Folha de S.Paulo, Gazeta do Povo, O Globo and Gaúcha Zero Hora. This analyzis is based in metaphors as rhetorical figures in accordance to Perelman & Tyteca (1958) in their The new Rhetoric A treatise on Argumentation, and the conceptual metaphors in accordance to Lakoff & Johnson (1980) in Metaphors We Live By. In this regard, we want to observe how the orator/editorialist makes the metaphorical application in their texts, in order to understand their argumentative purpose towards the audience/reader. The revision of the text includes the identification of the different metaphors as rhetorical figures and as conceptual metaphors based on our theoretical research. Therefore, we intend to demonstrate how it is possible to create technical-scientific conditions to unite these two theories (Perelman & Tyteca and Lakoff & Johnson in a research of the different metaphors in the diverse constructions linguistic of the editorials of online newspapers.

Este trabalho estuda o campo da edição de texto na produção editorial de livros no Brasil. O objetivo é apontar algumas distinções necessárias às pesquisas acadêmicas sobre edição de textos, e importantes para a formação de pesquisadores e profissionais. A proposta centra-se nas principais etapas (edição de texto, preparação de originais e revisão de provas) que compõem o processo por que passa um texto a ser transformado em livro. Parte-se de análise dos manuais de editoração e de pesquisas acadêmicas que tangenciam o tema. E articula-se um diálogo entre alguns trabalhos acadêmicos das áreas de psicolinguística e psicologia cognitiva sobre leitura em suas relações possíveis com os estudos em editoração e a experiência empírica dos editores de texto. Contribui-se, assim, para o aprimoramento dos conhecimentos sobre a edição de texto, entre eles: as etapas, os objetivos principais e secundários, as estratégias, as tarefas e um conjunto de elementos necessários para que um profissional atue como editor de texto consciente de sua intervenção. / It is the purpose of this thesis to study the field of text-editing in the Brazilian book publishing industry. Its main aim is to point out a few distinctions deemed necessary not only to the academic research but also to the formation of researchers and professionals in this particular field of study and work. In order to achieve this goal, the main phases the text goes through on its way to becoming a book -- text-editing, copy-editing and proofreading -- are here taken into account and characterized. Examining the available manuals and academic papers on the book editing field is the starting point of this research. It then goes on to promoting a dialogue between the book editing field and other areas of expertise, such as psycholinguistics and cognitive psychology, that also deal with the process of reading. The possible relationships this dialogue reveals and the actual praxis of text editing are then analyzed. Contributing to a better knowledge of what text-editing actually involves is therefore a primary aim of this thesis. It intends to shed some light on the specific phases, primary and secondary goals and strategies text-editing comprises, as well as on a series of elements needed not only for the praxis of text-editing itself but also for a more conscientious practice of this activity.

Esta pesquisa investiga a atividade do design de notícias no atual contexto de produção noticiosa dos jornais do Rio Grande do Sul. Tem como objetivo caracterizar e analisar a atividade, a fim de compreender como se configura a prática diante do cenário de convergência jornalística em sua etapa mais recente. Em específico, o estudo visa identificar o papel da atuação dos agentes envolvidos com o design na cadeia de produção jornalística, destacando suas funções primordiais, contribuições e limites de atuação. Os eixos temáticos mobilizados são o design de notícias e a convergência jornalística, cujos autores como Ramón Salaverría (2010; 2017), Samuel Negredo (2008), Yolanda Zappaterra e Cath Caldwell (2014), Francesco Frachi (2013), Ary Moares Filho (2010), Ana Gruszynski (2015; 2011; 2007), Adriana Barsotti (2014; 2018), entre outros, fornecem alguns dos principais conceitos para o trabalho. Este é um estudo de abordagem qualitativa que teve como procedimentos metodológicos as pesquisas bibliográfica e documental e a realização de entrevistas com 17 profissionais das redações de quatro veículos do extremo sul do país: Zero Hora, Correio do Povo, Pioneiro e Diário de Santa Maria. Mediante as entrevistas, levantaram-se dados sobre as dimensões: organizacional, editorial, estrutural, bem como, rotinas produtivas e ferramentas dos postos correspondentes a editor-chefe, editor de arte, diagramador e webdesigner. Tendo por base o cenário detectado de compactação das redações, diminuição das publicações impressas e redução das equipes, trabalha-se com a hipótese de que os setores de design dos jornais ainda não aderiram integralmente à convergência, já que a atuação, em muitos casos, não é multiplataforma. Assim, percebeu-se que, hoje, nas redações gaúchas, os designers de notícias atuam vinculados aos processos do impresso ou da produção on-line, com exceção de alguns pontos de aproximação entre práticas e/ou setores. Paralelamente, verificou-se que o porte das organizações noticiosas, sua estrutura e a escala de convergência determinam o perfil da atuação dos designers de notícias, quais são as suas principais atribuições, seu grau de autonomia e o volume de profissionais dedicados ao design. Peculiaridades que, no conjunto, refletem-se no desempenho dos profissionais e na qualidade do que é produzido. Portanto, defende-se que, à medida que os modelos de convergência das redações avancem, designers de notícias venham a atuar em conjunto, podendo (1) reunir especialidades em uma mesma equipe – o que poderia configurar um primeiro estágio de integração – ou ainda, de fato, (2) atuarem multiplataforma. / This research investigates the activity of news design in the current news production context of Rio Grande do Sul newspapers. Its objective to characterize and analyze the activity, in order to understand how the practice is set in the scenario of journalistic convergence in its last stage. Specifically, the research aims to identify the role of the agents involved in design in the journalistic production chain, highlighting their primary functions, contributions and performance limits. The themes that have been mobilized are news design and journalistic convergence, whose authors such as Ramón Salaverría (2010, 2017), Samuel Negredo (2008), Yolanda Zappaterra and Cath Caldwell (2014), Francesco Frachi (2013), Ary Moares Filho 2010), Ana Gruszynski (2015, 2011, 2007), Adriana Barsotti (2014, 2018), among others, provide some of the main concepts for the work. This is a qualitative study that had as methodological procedures bibliographical and documentary research and interviews with 17 professionals from the newsrooms of four vehicles in the extreme south of the country: Zero Hora, Correio do Povo, Pioneiro and Diário de Santa Maria. Through the interviews, data about the organizational, editorial, structural dimensions, as well as productive routines and tools of the posts corresponding to editor-in-chief, art editor, diagrammaker and webdesigner were collected. Based on the detected scenario of newsroom compaction, reduction of printed publications and reduction of teams, we work with the hypothesis that the newspaper design sectors have not yet fully adhered to the convergence, since the performance, in many cases, is not multiplatform. Thus, it was noticed that, today, in the newsrooms in Rio Grande do Sul, news designers are linked to the processes of print or on-line production, except for some points of approximation between practices and/or sectors. At the same time, it was verified that the size of the news organizations, their structure and the scale of convergence determine the profile of the performance of the news designers, what are their main attributions, their degree of autonomy and the volume of professionals dedicated to the design. Peculiarities that, on the whole, are reflected in the performance of professionals and in the quality of what is produced. Therefore, it is argued that, as newsroom convergence models advance, news designers will work together, being able to (1) bring together specialties in the same team – which could set up an early stage of integration – or , in fact, (2) operate multiplatform.