Este trabalho analisa o surgimento da \"psicologia social\" francesa na última década do século XIX, através de seus representantes mais conhecidos, Gabriel Tarde (1843-1904) e Gustave Le Bon (1841-1931), mas também de autores que, pertencentes ao mesmo meio, mantiveram com eles afinidades intelectuais, sociais e teóricas. Parto do princípio de que o estudo de um determinado tema, mesmo que não institucionalizado, como é o caso da \"psicologia social\", deve ser compreendido a partir da estrutura do campo intelectual no período, no caso, em processo de autonomização e profissionalização a partir dos anos 80. Isso significa que, no campo disciplinar, a grande referência é o corte entre o pólo universitário e o pólo \"livre\", o que predispôs a disputas diversas por cadeiras e cursos por parte dos representantes das várias matérias ainda não institucionalizadas. A \"psicologia social\" é uma dessas matérias que têm vigência e legitimidade restritas a um determinado grupo e período da história do campo, ou seja, é uma matéria típica de posições intelectualmente dominadas, não universitárias, e cujo fim era o combate pela ascensão à universidade contra o seu principal concorrente, a sociologia durkheimiana. Dado o caráter fluido das definições disciplinares, defino o campo das \"ciências sociais\" pelo combate entre as disciplinas novas - a economia, a psicologia e a sociologia - e delas com as antigas disciplinas - a história e a filosofia - e identifico duas grandes correntes e práticas nas ciências sociais \"livres\": a que pertence ao poder social e a que pertence ao poder intelectual. Em segundo lugar, mostro como essas posições extra-universitárias correspondem a estratégias no campo editorial, tendo em vista que as editoras, revistas e coleções congregaram os grupos interessados nesse combate. Concluo que a \"psicologia social\", por não ter conseguido se instituir como disciplina universitária nesse período, teve sua sobrevivência condicionada à constituição de um público não universitário, através de coleções, de revistas ou de instituições \"livres\" de ensino. Dada a falta de credenciais acadêmicas, a sobrevivência desses grupos no campo intelectual exigiu um investimento brutal em relações sociais. Como corolário desse processo, as representações tenderam a valorizar seja a função técnica seja a missão cultural das ciências sociais em detrimento de sua autonomização no campo científico. É por essa razão que a \"psicologia social\" hipostasiou o papel das elites e da liberdade individual contra as multidões e as determinações coletivas, elaborando uma representação invertida da posição que esses autores ocuparam no campo intelectual. / This thesis analyses the emergency of the French \"social psychology\" in the last decade of the XIXth century, particularly through the work of its most renewed authors, Gabriel Tarde (1843-1904) and Gustave Le Bon (1841-1931), but also through the work of authors who, belonging to the same network, had with them intellectual, social and theoretical identities. I suppose that the study of a theme, even if it is not institucionalized, as it is the case in \"social psychology\", has to be based on the structure of the French intellectual field, which means, from the process of autonomization and profissionalization starting in the 80ies. This implies that, in the disciplinary field, there is a main polarization between the university positions and the \"free\" positions, the last ones fighting for chairs and carreers at the university. The \"social psychology\" is one of those subjects that had legitimity limited to a determined group and period of the history of the field, that means, is a typical subject of intellectual dominated positions, non universitarian, and whose purpose was to win positions against durkheimian sociology. Considering the undefined character of these disciplines, I call \"social sciences\" the battles between the new disciplines - economy, psychology and sociology - and between them and the old and institucionalized ones - history and philosophy - and I identify two main groups and practices in the \"free\" social sciences: the one who belongs to the social power and the one who belongs to the intellectual one. Besides, I show that these extra-universitarian positions correspond to strategies in the editorial field, because the editeurs, reviews and collections have aggregated the same two groups and fights. I concluded that \"social psychology\", for the reason it could not be institucionalized, had to survive in the intellectual field by constructing a public non universitarian through collections, reviews and \"free\" schools. Considering the lack of academic credencials, the surviving of these groups in the intellectual field demanded a brutal investment in social relationships. As a consequence, their representations tended to emphasize the technical function or the cultural mission in social sciences against their autonomization in the scientific field. The result is that \"social psychology\" gave too much value to the role of the elites and of the individual freedom against the crowds and the collective determinations, producing a reversed representation of the position these authors occupied in the intellectual field.

Este trabalho analisa o surgimento da \"psicologia social\" francesa na última década do século XIX, através de seus representantes mais conhecidos, Gabriel Tarde (1843-1904) e Gustave Le Bon (1841-1931), mas também de autores que, pertencentes ao mesmo meio, mantiveram com eles afinidades intelectuais, sociais e teóricas. Parto do princípio de que o estudo de um determinado tema, mesmo que não institucionalizado, como é o caso da \"psicologia social\", deve ser compreendido a partir da estrutura do campo intelectual no período, no caso, em processo de autonomização e profissionalização a partir dos anos 80. Isso significa que, no campo disciplinar, a grande referência é o corte entre o pólo universitário e o pólo \"livre\", o que predispôs a disputas diversas por cadeiras e cursos por parte dos representantes das várias matérias ainda não institucionalizadas. A \"psicologia social\" é uma dessas matérias que têm vigência e legitimidade restritas a um determinado grupo e período da história do campo, ou seja, é uma matéria típica de posições intelectualmente dominadas, não universitárias, e cujo fim era o combate pela ascensão à universidade contra o seu principal concorrente, a sociologia durkheimiana. Dado o caráter fluido das definições disciplinares, defino o campo das \"ciências sociais\" pelo combate entre as disciplinas novas - a economia, a psicologia e a sociologia - e delas com as antigas disciplinas - a história e a filosofia - e identifico duas grandes correntes e práticas nas ciências sociais \"livres\": a que pertence ao poder social e a que pertence ao poder intelectual. Em segundo lugar, mostro como essas posições extra-universitárias correspondem a estratégias no campo editorial, tendo em vista que as editoras, revistas e coleções congregaram os grupos interessados nesse combate. Concluo que a \"psicologia social\", por não ter conseguido se instituir como disciplina universitária nesse período, teve sua sobrevivência condicionada à constituição de um público não universitário, através de coleções, de revistas ou de instituições \"livres\" de ensino. Dada a falta de credenciais acadêmicas, a sobrevivência desses grupos no campo intelectual exigiu um investimento brutal em relações sociais. Como corolário desse processo, as representações tenderam a valorizar seja a função técnica seja a missão cultural das ciências sociais em detrimento de sua autonomização no campo científico. É por essa razão que a \"psicologia social\" hipostasiou o papel das elites e da liberdade individual contra as multidões e as determinações coletivas, elaborando uma representação invertida da posição que esses autores ocuparam no campo intelectual. / This thesis analyses the emergency of the French \"social psychology\" in the last decade of the XIXth century, particularly through the work of its most renewed authors, Gabriel Tarde (1843-1904) and Gustave Le Bon (1841-1931), but also through the work of authors who, belonging to the same network, had with them intellectual, social and theoretical identities. I suppose that the study of a theme, even if it is not institucionalized, as it is the case in \"social psychology\", has to be based on the structure of the French intellectual field, which means, from the process of autonomization and profissionalization starting in the 80ies. This implies that, in the disciplinary field, there is a main polarization between the university positions and the \"free\" positions, the last ones fighting for chairs and carreers at the university. The \"social psychology\" is one of those subjects that had legitimity limited to a determined group and period of the history of the field, that means, is a typical subject of intellectual dominated positions, non universitarian, and whose purpose was to win positions against durkheimian sociology. Considering the undefined character of these disciplines, I call \"social sciences\" the battles between the new disciplines - economy, psychology and sociology - and between them and the old and institucionalized ones - history and philosophy - and I identify two main groups and practices in the \"free\" social sciences: the one who belongs to the social power and the one who belongs to the intellectual one. Besides, I show that these extra-universitarian positions correspond to strategies in the editorial field, because the editeurs, reviews and collections have aggregated the same two groups and fights. I concluded that \"social psychology\", for the reason it could not be institucionalized, had to survive in the intellectual field by constructing a public non universitarian through collections, reviews and \"free\" schools. Considering the lack of academic credencials, the surviving of these groups in the intellectual field demanded a brutal investment in social relationships. As a consequence, their representations tended to emphasize the technical function or the cultural mission in social sciences against their autonomization in the scientific field. The result is that \"social psychology\" gave too much value to the role of the elites and of the individual freedom against the crowds and the collective determinations, producing a reversed representation of the position these authors occupied in the intellectual field.

[pt] O presente trabalho se pretende pensar o social a partir de um ponto de vista metafísico, entendendo-se aqui o termo como uma solução de continuidade entre o humano e a natureza. A incomensurabilidade ontológica absoluta entre o homem e o cosmo – inaugurada na modernidade – nos leva a diversos problemas sociais, éticos, ambientais e políticos na medida em que serve como justificativa teórica e prática para a devastação do meio ambiente. Por outro lado, o dualismo natureza e cultura é análogo a disjunção parte-todo que dominou o pensamento sociológico até o século passado, sendo esta igualmente problemática na medida em que, por um lado, o predomínio do Todo nos leva a posturas fascistizantes e, pelo outro, uma postura centrada no predomínio absoluto do indíviuo nos leva ao neoliberalismo. Em ambos, temos o predomínio dos termos sobre as relações, sendo a disjunção colocada como um a priori intransponível. O que pretendemos é uma análise social que supere estes binarismos: primeiramente, através de uma continuidade entre o homem e a natureza, e, em segundo lugar, pela destituição da disjunção parte-todo. Sendo assim, nos voltamos para o pensamento de Gilbert Simondon e Gabriel Tarde, procurando articulá-los em uma metafísica do social que exclua a dicotomia entre parte e todo e natureza e cultura. Simondon realiza um percurso da física à sociedade humana, estabelecendo um contínuo entre eles na sua teoria da individuação; Tarde, por outro lado, expande o conceito de sociedade para toda a natureza, realizando o movimento oposto ao de Simondon. Trata-se de uma via de mão dupla, cuja complementariedade será o objeto do presente trabalho. / [en] The present work intends to think the social through a metaphysical point of view, understanding metaphysics as a solution of continuity between human (and culture) and Nature. The absolute ontological incommensurability between both – created in the modernity – leads us to diverse social, ethical, environmental and political problems inasmuch as it works as a theoretical and practical justification to the environmental devastation. By other side, the nature-culture dualism is analogous to the part-whole disjunction that has dominated the social thought until the last century, being that equally problematic as long as, by one side, the prevail of the Whole lead us to fascistic postures and, by other, a posture centered in the absolute prevail of the individual leads us to neoliberalism. In both cases, we have the prevail of the terms on the relations, being the disjunction given as an insurmountable a priori. What we intend to do is a social analysis that goes beyond those binarisns: first, through a continuity solution between Man and Nature and, secondly, by the destitution of the part-whole disjunction. Therefore, we will recur to the thought of Gilbert Simondon and Gabriel Tarde, looking to articulate both in a metaphysics of the social that excludes the part-whole and human-nature dichotomy. Simondon goes from the physics to the human society, making a continuum between them in his individuation theory; Tarde, by his turn, expands the concept of society to the whole nature, making a opposite movement regarding Simondon. It is a double way, in which the complementarity will be the main object of the present work.

Hypotheses on the efficiency of evidence-based printed materials can be directed by health communication concepts. These concepts can provide a general framework that goes beyond the traditional vulgarization point of view: instead, it points towards a strategy to obtain health outcomes and provoke behavior change, from a disease prevention, management and health promotion perspective. The present study proposes a comprehensive framework based on concepts from health risk communication, Tarde's theory of social values, usability, readability and plain language. Using the mapping approach, an evaluation grid was applied to printed evidence-based materials with proven effectiveness, in order to reveal the underlying strategy and isolate the characteristics of effective materials. The results allowed us to define two types of printed evidence-based materials, according to the robustness of the evidence they contain and the target audience. It was also possible to identify indicators of notions that are translated into operationalized items, frequent in those materials that might be responsible for their efficiency: clear purpose of the documents, limited scope, learning motivation and correspondence to the logic, experience and language of readers. Effectiveness of printed evidence-based materials could also be correlated to numeracy, objectiveness, standard definitions, constant timeframes and denominators, risks enumerated in order of importance, effective response, and high degree of threat, urgency, novelty and visibility of the disease. It was also possible to identify some missing communication concepts: cultural diversity, narrative, increased easiness of procedures and aesthetic advantage for the patient. In the process of work, the theory of social values emerged as a dynamic component that can bring together and explain many concepts, as well as physician’s acceptance of the guidelines. Value in terms of usefulness and truth plays a major role in cognitive appreciation of the documents. This concept gives a strategic meaning to the whole work and allows us to better understand attitude and behavior change.

Hypotheses on the efficiency of evidence-based printed materials can be directed by health communication concepts. These concepts can provide a general framework that goes beyond the traditional vulgarization point of view: instead, it points towards a strategy to obtain health outcomes and provoke behavior change, from a disease prevention, management and health promotion perspective. The present study proposes a comprehensive framework based on concepts from health risk communication, Tarde's theory of social values, usability, readability and plain language. Using the mapping approach, an evaluation grid was applied to printed evidence-based materials with proven effectiveness, in order to reveal the underlying strategy and isolate the characteristics of effective materials. The results allowed us to define two types of printed evidence-based materials, according to the robustness of the evidence they contain and the target audience. It was also possible to identify indicators of notions that are translated into operationalized items, frequent in those materials that might be responsible for their efficiency: clear purpose of the documents, limited scope, learning motivation and correspondence to the logic, experience and language of readers. Effectiveness of printed evidence-based materials could also be correlated to numeracy, objectiveness, standard definitions, constant timeframes and denominators, risks enumerated in order of importance, effective response, and high degree of threat, urgency, novelty and visibility of the disease. It was also possible to identify some missing communication concepts: cultural diversity, narrative, increased easiness of procedures and aesthetic advantage for the patient. In the process of work, the theory of social values emerged as a dynamic component that can bring together and explain many concepts, as well as physician’s acceptance of the guidelines. Value in terms of usefulness and truth plays a major role in cognitive appreciation of the documents. This concept gives a strategic meaning to the whole work and allows us to better understand attitude and behavior change.

Hypotheses on the efficiency of evidence-based printed materials can be directed by health communication concepts. These concepts can provide a general framework that goes beyond the traditional vulgarization point of view: instead, it points towards a strategy to obtain health outcomes and provoke behavior change, from a disease prevention, management and health promotion perspective. The present study proposes a comprehensive framework based on concepts from health risk communication, Tarde's theory of social values, usability, readability and plain language. Using the mapping approach, an evaluation grid was applied to printed evidence-based materials with proven effectiveness, in order to reveal the underlying strategy and isolate the characteristics of effective materials. The results allowed us to define two types of printed evidence-based materials, according to the robustness of the evidence they contain and the target audience. It was also possible to identify indicators of notions that are translated into operationalized items, frequent in those materials that might be responsible for their efficiency: clear purpose of the documents, limited scope, learning motivation and correspondence to the logic, experience and language of readers. Effectiveness of printed evidence-based materials could also be correlated to numeracy, objectiveness, standard definitions, constant timeframes and denominators, risks enumerated in order of importance, effective response, and high degree of threat, urgency, novelty and visibility of the disease. It was also possible to identify some missing communication concepts: cultural diversity, narrative, increased easiness of procedures and aesthetic advantage for the patient. In the process of work, the theory of social values emerged as a dynamic component that can bring together and explain many concepts, as well as physician’s acceptance of the guidelines. Value in terms of usefulness and truth plays a major role in cognitive appreciation of the documents. This concept gives a strategic meaning to the whole work and allows us to better understand attitude and behavior change.

Made available in DSpace on 2016-04-28T20:39:00Z (GMT). No. of bitstreams: 1 Rita Natalio.pdf: 1543881 bytes, checksum: ae69630225c03cbdf7bf9cc3fe0b719d (MD5) Previous issue date: 2015-03-13 / Fundação Calouste Gulbenkian / In this work, we will start from the imitation theories of the nineteenth-century French sociologist Gabriel Tarde, and the revision of these theories by the Italian philosopher Maurizio Lazzarato. These authors will allow us to think the contemporary processes of subjectivity, in which appears a specific dynamic between imitation and invention on individual life and that, in turn, go hand in hand with neoliberal capitalism dynamics and its incessant deterritorializations. Today, contemporary individuals quickly mobilize their imitations and inventions, their opinions replicate on a large scale and they are driven by the belief in the possibility of interfering, divert, sculpting, modeling and even reverse the direction of their own lives. Imitation and invention can be seen as tools of social construction. Furthermore, in the case of virality and contagion of ideas through social networking on the Internet or analog networks of consumption and influence, a bestial force of imitation is set up that seeks a global spread, a force whose power is extra-individual and allows us to consider subjects beyond self-contained units. To think this theme, we will establish our research in dialogue with other authors and examples from contemporary art to internet examples and, between chapters of the work, we will propose small textual shortcircuits that break the linearity of reasoning. These short-circuits can, in some cases, challenge the conventions of academic text, but they are mainly an experiment on the relationship between invention and imitation in the creation of my own voice / Neste trabalho, partimos das teorias da imitação do sociólogo francês do século XIX Gabriel Tarde, e da sua revisão, já no século XXI, pelo filósofo italiano Maurizio Lazzarato. Esses autores permitem-nos pensar os processos de subjetivação contemporâneos como processos onde se explicita uma dinâmica específica entre imitação e invenção na vida individual que, por sua vez, andam lado a lado com a dinâmica do capitalismo neoliberal e das suas desterritorializações incessantes. Hoje, os indivíduos contemporâneos mobilizam velozmente as suas imitações e invenções, replicam opiniões em larga escala, movidos pela crença na possibilidade de interferir, desviar, esculpir, modelar e até reverter o sentido das suas vidas. Imitação e invenção podem ser vistas como ferramentas de construção social. Para além disso, no caso da viralidade e do contágio de ideias por via de redes sociais na internet ou de redes analógicas de consumo e influência, instala-se uma força bestial de imitação que busca uma propagação planetária, cuja potência é extra-individual e permite pensar o sujeito para além de unidades estanques. Para pensar esta temática, situaremos a nossa pesquisa em diálogo com outros autores e exemplos, deste a arte contemporânea a exemplos retirados da internet, e entre os capítulos que compõem o trabalho, propomos pequenos curto-circuitos textuais na linearidade do raciocínio. Estes curto-circuitos poderão em alguns casos desafiar as convenções do texto académico, mas são sobretudo um experimento sobre a relação entre invenção e imitação na criação de uma voz própria

The main subject of the presented work is the question of power within the context of sociological theory, and in relation to the mechanism of psychological mimesis and the phenomenon of the sacred. Our starting point is René Girard's mimetic theory, which systematizes the relationship between the mechanism of psychological mimesis and the sacred - in the light of the phenomenon of violence. We, firstly, present Girard's mimetic theory, explicate its main concepts, and situate all into a broader context. Further, we critically examine Girard's theoretical scheme and come to the conclusion that his theoretical and conceptual framework calls for a revision, if it is to be utilized within the context of sociology and social theory. Consequently, we try to "sociologize" Girard's thinking. First, we position his line of thought into the wider sociological context, and then examine his theory in the light of thinking of two classical sociologists, Gabriel Tarde and Émile Durkheim. We then project this examination into a theoretical and conceptual synthesis on the basis of which we formulate our own conceptual scheme, which is based on the assumption of psychological mimesis as an anthropological constant, and which overcomes the main shortcomings of Girard's theoretical framework. On the basis of this...

Made available in DSpace on 2016-04-29T13:30:56Z (GMT). No. of bitstreams: 1 Alekssey Marcos Di Piero Sobral.pdf: 407855 bytes, checksum: 52f26e73224261f55429c5fe0e0dbb95 (MD5) Previous issue date: 2012-05-18 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The object of this investigation was to study the possibly notions of irrationality in the theories of some pioneers authors of Social Psychology, named Psychology of The Masses. Is believed that the presence of irrationality s notions in this theories could be an indication of a larger historic movement, described as a lurch to irrationality, whereby all the philosophical-scientific enterprise of the XIX century s end and XX century s beginning has crossed. This research is dedicated, therefore, to search for the underlying irracional element in the theories of Gabriel Tarde, Scipio Sighele and Gustave Le Bon, for the purpose of understand their coincidences and nuances and to scribe anything of their possible fate in the psychology s history. To accomplish this proposal, the work was unfolded in two ways of analysis: the first, lexical, in witch was investigated the plot of meanings in the theories that could point to a irracionality notion, and the second one, historical, that proposes to understand the way and the meaning of the trajectory of the irrationality s notions in the psychology and in the contemporary science in general. In the first analysis, the afterthought of Ludwig Wittgestein was used, upon the language-games. In the second one, the theories of Adorno and Horkheimer developed mainly in the Dialectic of Enlightment were the basis to a historical interpretation of history. When the analysis reach the end, is concluded in favor of the highlighted notion of the irrationality in each of the investigated authors, which notions are part of the veiled irrational subject in general, that had been posteriorly adduced to the psychoanalysis and, ultimately, popularized. This turning point toward irrationality observed in the sciences of mind had parallel in the natural science, as in the case of the emergency of quantum physics, one of the examples discussed. Far from imagine the irracionality notion as an threat to rationality and science, we can see it, in a dialetical perspective, as a sign of openness toward the study of the concret world and man / A presente investigação teve por objeto o estudo de possíveis noções de irracionalidade nas teorias de alguns dos autores pioneiros da Psicologia Social, então nomeada Psicologia das Massas. Supô-se que a presença de uma noção de irracionalidade nessas teorias poderia ser indício de um movimento histórico mais amplo, descrito como uma guinada em direção à irracionalidade, pelo qual teria passado todo o empreendimento filosófico-científico no fim do século XIX e começo do século XX. A pesquisa se dedica, assim, a procurar pelo elemento irracional subjacente às teorias de Gabriel Tarde, Scipio Sighele e Gustave Le Bon a fim de entender suas coincidências e nuances e traçar algo de seu possível destino na história da psicologia. Para a realização da proposta, o trabalho desdobrou-se em duas formas de análise: a primeira, léxica, em que se investigou a trama de significantes nas teorias que poderiam apontar para uma noção de irracionalidade, e a segunda, histórica, que se propôs a entender o caminho e o significado da trajetória das noções de irracionalidade na psicologia e na ciência contemporânea, de uma forma geral. Na primeira análise, fez-se uso do pensamento tardio de Ludwig Wittgenstein acerca dos jogos de linguagem. Na segunda, as teses de Adorno e Horkheimer desenvolvidas principalmente na Dialética do Esclarecimento foram a base para uma interpretação da história. Quando as análises chegam a termo, conclui-se em favor da presença bem destacada de uma noção de irracionalidade em cada um dos autores investigados, noções estas constituidoras das formas gerais de um sujeito irracional velado, que teria sido posteriormente carreado para a psicanálise e enfim, popularizado. Tal virada em direção à irracionalidade observada nas ciências do espírito teve paralelos nas ciências naturais, como no caso da emergência da Física Quântica, um dos exemplos abordados. Longe de imaginarmos a noção de irracionalidade como uma ameaça à razão e a ciência, podemos vê-la, numa perspectiva dialética, como um sinal de abertura em direção ao estudo do mundo e do homem concretos