There is global agreement that in today's business environment an integrated approach to communication is a necessity. Although there is a need to evaluate the application and quality of integrated communication, after almost 20 years of existence, it is still viewed as a difficult concept to implement. Definitions of integrated communication still vary, with no universal consensus. Although the literature on communications does propose various implementation models for evaluating integrated communication, these models are predominantly marketing-related, with parameters pertaining to the customer-experience. As such, these models have serious shortcomings when it comes to measuring the employee-experience. In this study, employee relationships are seen as the building blocks of the strategic management of communication between an organisation and its external publics. Recognising this significance of employee relationships two decades ago, Cutlip, Center, and Broom (1985) proposed that no organisational relationships are as important as those with employees. They advocated that the first step in promoting positive external relationships is achieving good internal communication. The central thrust is that employees who are truly customer-focused need to work within an employee-centric environment. Customarily, the traditional internal communication audit is used to evaluate the employee environment, employee perceptions of communication and employee attitudes. However, traditional audits have limitations when it comes to measuring integration. Traditional audits do not evaluate the role of the employee in building customer relationships, or the extent to which employees are integrated into an organisation. There is, therefore, a need to extend the traditional internal communication audit, so as to evaluate integrated internal communication and its application and quality. Duncan (2001) maintains that integrated communication must first exist internally if a company is to effectively communicate externally. Therefore, the primary research objective of this study was to develop a measuring instrument (using elements from existing audits and models) to evaluate integrated internal communication. This entailed a literature review to determine the theoretical status of the concept of integrated communication and internal communication. A measuring instrument was then developed to evaluate integrated internal communication. The second objective was to apply the developed instrument so as to measure employee perceptions of communication at the International Colleges Group (ICG). These perceptions were measured through a group administered perception survey and personal interviews. Research results where used to determine the extent of integrated internal communication at ICG in accordance with four identifiable stages. Findings signifyed some success in the first stage of integrated communication. However, there was no indication of integrated communication in the later stages. The final objective was to test the shortcomings of the proposed instrument. / Communication Science / M.A. (specialisation in Organisational Communication Research and Practice)

O panorama internacional das pesquisas em marketing e comunicação estratégica apresenta a autenticidade das organizações como um tema recente de estudo, com artigos publicados a partir dos anos 2000. A principal justificativa destes estudiosos para se voltarem a este tema é o comportamento cético que os consumidores e outros públicos apresentam frente às promessas e declarações organizacionais. Para eles, há saturação nas mensagens organizacionais, pois todas utilizam o mesmo conteúdo de narrativas, o qual produziu uma audiência descrente. Neste cenário de desconfiança e de vultosos esforços para a consolidação de relacionamentos duradouros, a autenticidade organizacional e a sua percepção apresentam-se como vantagem competitiva para as firmas. Com o objetivo de criar um instrumento de mensuração e avaliação da percepção da autenticidade, esta tese desenvolveu uma ampla revisão bibliográfica, que identificou a falta de um conceito que pudesse amparar os estudos da autenticidade organizacional. Assim, a partir da Filosofia, das Ciências Sociais e das Teorias da Comunicação, propôs-se um conceito de Autenticidade Organizacional solidamente definido e teoricamente construído, constituído de três dimensões: Propósito, Coerência e Tradição. De acordo com esta concepção, itens da escala foram criados e testados por meio da validação de conteúdo com especialistas (DeVELLIS, 2003) e utilização da Modelagem de Equações Estruturais com o uso do software SmartPLS (CHIN, 1998). O instrumento proposto foi medido junto a consumidores e validado com alto grau de confiabilidade. As contribuições deste trabalho para os estudos de Comunicação Organizacional apontam a sua relevância: este é o primeiro trabalho, nos cenários nacional e internacional, que, além de definir um conceito de autenticidade confiável e altamente gerenciável, constata a relação positiva entre a autenticidade, a atitude e a lealdade dos consumidores, indicando aos profissionais de comunicação organizacional, que a autenticidade se constitui um ativo importante e estratégico para a área. / The international research on marketing and strategic communication introduces the authenticity of organizations as a recent theme of study with scientific research papers published as of 2000. The main reason why these scholars draw their attention to such a theme is the skeptical behavior consumers and others stakeholders have towards organizational promises and statements. For them, there is a surfeit in organizational messages, all of them delivering the same narrative content, which has led to an incredulous audience. In this scenario of suspicion and of huge efforts to establish, long lasting relationships, organizational authenticity and its perception turn out as a competitive advantage for companies. Aiming at the creation of an instrument for measuring and assessing the perception of authenticity, the present thesis has developed a deep literature review that has identified the lack of a clear concept to support studies on authenticity in organizational contexts. Thus, from Philosophy, Social Sciences, and Communications Theory, a consistently defined and theoretically built concept of Authenticity set forth on three dimensions: Purpose, Coherence and Tradition is proposed. Accordingly, items of the scale have been created and assessed through validation of contents by specialists (DEVELLIS, 2003), as well as by the usage of the Structural Equation Modeling (SEM) with SmartPIs software (CHIN, 1998). The proposed instrument was tested on consumers and validated with high level of reliability. Besides designing a reliable and highly managed concept of Authenticity, the contribution this work has brought to Organizational Communication studies field points out an outstanding finding: the present thesis is the first international and nationwide work that brings up the very positive bond between authenticity, attitude and loyalty of consumers, indicating to Organizational Communication professionals that such Authenticity has become an important and strategic asset for the area.

L’Insuffisance Rénale Chronique (IRC) résulte de la destruction progressive et irréversible des reins. Elle est associée à une rétention de toxines urémiques à l’origine des nombreuses complications de la maladie rénale chronique (cardiovasculaires, osseuses ou métaboliques). Nos travaux se sont focalisés sur l’impact de la dysfonction rénale et de l’urémie sur la fonction barrière de l’intestin et la motilité intestinale. Deux modèles d’IRC ont été implémentés : un modèle animal, chez la souris, par néphrectomie chimique (régime alimentaire enrichi en adénine) et un modèle cellulaire d’urémie en incubant des cellules coliques Caco-2 avec 10% de plasma de patients hémodialysés (HD). Le transit, la motilité, la perméabilité intestinale et la régulation des protéines des jonctions serrées ont été explorés. Les animaux urémiques présentent un transit gastro-intestinal ralenti et une perméabilité intestinale augmentée associés à une dérégulation de l’expression et de l’abondance des protéines des jonctions serrées dans le côlon (surexpression de la Claudine 1). La perméabilité de la monocouche cellulaire de Caco-2 incubées avec du plasma HD est significativement augmentée et est associée à une augmentation de l’expression et de l’abondance de la Claudine-1. En IRC, la motilité digestive et la fonction barrière de l’intestin sont significativement altérées. Ces dysfonctions pourraient contribuer à la production intestinale et l’absorption des toxines urémiques accélérant ainsi la progression du syndrome urémique et installant un véritable « cercle vicieux ». / Chronic Kidney Disease (CKD) result from a progressive kidney dysfunction. CKD is associated with an increase in the concentration of uremic toxins inducing CKD-associated metabolic alterations. Our work focused on the impact of renal dysfunction on gut permeability and gut motility. In vivo, CKD was induced in mice by chemical nephrectomy (adenine-enriched diet); In vitro, Caco-2 cells were incubated for 24h with 10% (v/v) of uremic plasma to mimic the uremic environment. Gastrointestinal transit time, gut motility, intestinal permeability and expression of tight junction proteins were explored. In vivo, kidney failure was associated with an impaired gastrointestinal transit and an increased intestinal permeability associated with a dysregulation of tight junction proteins (mainly claudine-1 overexpression). The Caco-2 monolayer permeability was significantly increased in cell monolayers incubated with uremic plasma. Claudine-1 expression and abundance was increased. In CKD, gut motility and gut permeability (e.g. « leaky » gut) are significantly impaired. Generally speaking, these gut dysfunctions could promote the production and the absorption of uremic toxins contributing to the uremic syndrom.

Syftet med denna fallstudie är att undersöka på vilket sätt VisitSweden arbetar med Sveriges varu­märke mot internationella turister och besökare, samt hur de samarbetar med besöksnäringen för att stärka varumärket Sverige. Metodmässigt har vi genomfört en fallstudie på VisitSweden vars uppdrag är att marknadsföra Sverige till internationella turister och besökare. Vi har genom­fört kvalitativa intervjuer med marknadschefen på VisitSweden och aktörer i besöksnäringen. Fallstudien visar att VisitSweden i samarbete med NSU (Nämnden för Sverigefrämjande i Utlandet) arbetar med en strategi för Nation branding. Detta för att stärka Sverigebilden. Målet är att skapa en positiv bild av Sverige som lockar till intresse som ska gynna alla näringar. Medlemmarna i NSU har kommit fram till en gemensam målgrupp. Utifrån denna målgrupp har VisitSweden tagit fram två egna målgrupper. En i NSU gemensamt framtagen kommunikations­plattform ligger till grund för att alla ska kommunicera samma enade bild av Sverige. VisitSweden arbetar med integrerad kommunikation i arbetet att stärka varumärket Sverige. De arbetar tillsammans med besöksnäringen för att stärka Sverigebilden och öka turismexporten. / The purpose with this case study is to examine in what ways VisitSweden works with the brand of Sweden towards international tourists and visitors and how they cooperate with the tourism industry to strengthen the brand of Sweden. We have done a case study at VisitSweden whos mission is to market Sweden to international tourists and visitors. We have done qualitative interviews with the Head of Marketing at VisitSweden and organisations in the tourism industry in Sweden. The case study shows that VisitSweden togheter with NSU (The board for promoting Sweden abroad) are working with a strategy for Nation branding to strengthen the image of Sweden. The goal is to create a positive image of Sweden that shall benefit all industries in Sweden. The members in NSU have agreed upon a mutual target group. From that target group VisitSweden have formed two target groups for themselves. The communication platform that NSU has created is the foundation for communicating a consistent image of Sweden. VisitSweden works with integrated communication in the process of strengthening the brand of Sweden. They work togheter with the tourism industry to strengthen the image of Sweden and to increase the tourism export.

There is global agreement that in today's business environment an integrated approach to communication is a necessity. Although there is a need to evaluate the application and quality of integrated communication, after almost 20 years of existence, it is still viewed as a difficult concept to implement. Definitions of integrated communication still vary, with no universal consensus. Although the literature on communications does propose various implementation models for evaluating integrated communication, these models are predominantly marketing-related, with parameters pertaining to the customer-experience. As such, these models have serious shortcomings when it comes to measuring the employee-experience. In this study, employee relationships are seen as the building blocks of the strategic management of communication between an organisation and its external publics. Recognising this significance of employee relationships two decades ago, Cutlip, Center, and Broom (1985) proposed that no organisational relationships are as important as those with employees. They advocated that the first step in promoting positive external relationships is achieving good internal communication. The central thrust is that employees who are truly customer-focused need to work within an employee-centric environment. Customarily, the traditional internal communication audit is used to evaluate the employee environment, employee perceptions of communication and employee attitudes. However, traditional audits have limitations when it comes to measuring integration. Traditional audits do not evaluate the role of the employee in building customer relationships, or the extent to which employees are integrated into an organisation. There is, therefore, a need to extend the traditional internal communication audit, so as to evaluate integrated internal communication and its application and quality. Duncan (2001) maintains that integrated communication must first exist internally if a company is to effectively communicate externally. Therefore, the primary research objective of this study was to develop a measuring instrument (using elements from existing audits and models) to evaluate integrated internal communication. This entailed a literature review to determine the theoretical status of the concept of integrated communication and internal communication. A measuring instrument was then developed to evaluate integrated internal communication. The second objective was to apply the developed instrument so as to measure employee perceptions of communication at the International Colleges Group (ICG). These perceptions were measured through a group administered perception survey and personal interviews. Research results where used to determine the extent of integrated internal communication at ICG in accordance with four identifiable stages. Findings signifyed some success in the first stage of integrated communication. However, there was no indication of integrated communication in the later stages. The final objective was to test the shortcomings of the proposed instrument. / Communication Science / M.A. (specialisation in Organisational Communication Research and Practice)

Made available in DSpace on 2016-08-03T12:29:56Z (GMT). No. of bitstreams: 1 Marilia Saveri Silva.pdf: 1813804 bytes, checksum: 34d1da92100b7422eccbf398aa5b98da (MD5) Previous issue date: 2014-04-02 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / This study investigates the course in the organizations, by a speculation about the three puts model (inputs, throughputs, outputs), that provides a systemic inter departmental vision that increases the interaction and awareness between the sections to achieve organizational objective goals. It represents characteristics and intersections between marketing, institutional and administrative communications. It also offers incidences in common between these concepts and reflects on the model of Three-dimensional integrated communication, when all of the actions of organizational communication converge, based on mission - vision - values trinomial and on 14 steps of Yanazes communication. Another analysis is verifying the theoretical assumptions from a case study in the Magazine Luiza enterprise, in order to explore how the concept of integrated communication has been grounded on the planning and the unity, based on the message of that organization. The methodology consists in bibliographic research, case study and an analysis about applied interviews. Along the results we have found, it was demonstrated that even in theoretical or empirical researches, that the systemic approach and the 3D Communication proposal, in fact, can offer some paths to an effective management of integrated communication. / O estudo investiga os fluxos de comunicação nas organizações, refletindo sobre o modelo dos 3 Puts (inputs, throughputs, outputs), que propicia uma visão sistêmica interdepartamental, aumentando a interação e a consciência entre os setores para a realização dos objetivos organizacionais. Apresenta as características e intersecções entre comunicação mercadológica, comunicação institucional e comunicação administrativa. Oferece um ponto de encontro entre esses conceitos e reflete sobre o modelo de Comunicação Integrada Tridimensional, quando todas as ações da comunicação organizacional convergem, baseadas no trinômio Missão, Visão e Valores e nos 14 passos da comunicação de Yanaze (2013). Outra análise é verificar os pressupostos teóricos com um estudo de caso da empresa Magazine Luiza, a fim de verificar de que forma o conceito de comunicação integrada está fundamentado no planejamento e na unicidade da mensagem desta organização. A metodologia consistiu em pesquisa bibliográfica, estudo de caso e aplicação de entrevistas. Entre os resultados encontrados, demonstrou-se, tanto na pesquisa teórica quanto empírica, que a abordagem sistêmica e a proposta de Comunicação 3D, de fato, oferecem caminhos para uma eficaz gestão da comunicação integrada.

Made available in DSpace on 2016-08-03T12:30:21Z (GMT). No. of bitstreams: 1 Marcia Merces.pdf: 563621 bytes, checksum: ffa345d0e87edc1f5efd937d4cee08f7 (MD5) Previous issue date: 2006-05-10 / This study analizes the cultural events role as a powerful element for socialization on branding strategy communication to the market. Main objectives was to delineate the use of Marketing Integrated Communication as a tenable differential, the Cultural Marketing faces new ways to communicate to the competitive market, the branding contextualization and the cultural events as a branding instrument. The methodology used enfolded bibliography, documental research, questions and a case study of Tim Company, with the Tim Festival, 2005 edition in São Paulo. Among the conclusions, it was confirmed that the traditional publicity is losing to events, but, at the same time, just events are not sufficient, there are the necessity to work together with others promotional activities. It was verified too that cultural events communicate the message on an enthusiastic way, and finally, the considerations about the rewarding relation of event to the branding memory.(AU) / Este estudo analisa o papel dos eventos culturais como um potente elemento socializador na estratégia da comunicação da marca com o mercado. os principais objetivos são retratar o uso da comunicação integrada de marketing como um diferencial sustentável, o marketing cultural frente às novas formas de comunicação com o mercado, a contextualização da marca e os eventos culturais como instrumento de branding. A metodologia desta pesquisa constitui-se em bibliografia, pesquisa documental, entrevistas e o estudo de caso da empresa Tim com o recorte Tim Festival edição 2005 em São Paulo. Dentre as conclusões encontradas, confirmou-se que a propaganda tradicional vem perdendo espaço para os eventos, mas ao mesmo tempo, por si só não se bastam, havendo a necessidade de atrelá-los a outras atividades promocionais. Verificou-se também que os eventos culturais comunicam a mensagem de forma envolvente e finalmente a consideração sobre a relação gratificante do evento com a lembrança de marca.(AU)

Made available in DSpace on 2016-08-03T12:31:02Z (GMT). No. of bitstreams: 1 Antonio Rogerio Cazzali.pdf: 1554479 bytes, checksum: 729af519ce9d57377a2818632df2193a (MD5) Previous issue date: 2006-04-26 / This dissertation aim to enlarge the discussion about environment and communication to trengthen trade marks and consolidation of corporation good image. This study was based on qualitative researches with some of the most active companies in Brazil, representing significant sectors, that demonstrated not only to utilize the nature preservation support but, in a great array, in to accomplishment of social responsibility, gain credibility in the presence of the consumer and the society, on a symbolic exercise to surpass, where there are no guilty. The change of focus occurred in the ´80s decade, when the companies decided to reinforce their trade marks instead of the goods production, revealed, from the corporation view, being a very interesting alternative to raise earns. This strategy has made the companies to linking their trade marks to the good social action environment, what has begotten some improvement and signalized that this posture is already a market differential. Even though all the planed symbolism and the capital power, there is still the cities devastation by the nature anger, on an obligated conscience matter exercise that will dictate better and transparent human relations in a near future. Keywords: Integrated Communication and Environment. Trade Marks and Environment. Propaganda and Environment. Propaganda and Trade Mark. / Esta dissertação visa ampliar a discussão sobre comunicação e meio ambiente no fortalecimento de marcas e na consolidação da boa imagem das corporações. O estudo foi feito por meio de pesquisas qualitativas com algumas das mais importantes empresas em atividade no Brasil, representantes de segmentos emblemáticos, e que demonstraram já se utilizar não apenas dos apoios à preservação da natureza, mas, de uma maneira mais ampla, do cumprimento da responsabilidade social para ganharem credibilidade perante o consumidor e a sociedade, num exercício de transcendência simbólica em que não há culpados. A mudança de foco ocorrida na década de 1980, quando as companhias decidiram fortalecer suas marcas, e não mais a produção de bens, mostrou-se, do ponto de vista das corporações, ser uma alternativa muito interessante para elevar ganhos...(AU)

Submitted by Valquíria Barbieri (kikibarbi@hotmail.com) on 2017-12-20T19:20:36Z No. of bitstreams: 1 DISS_2013_Protasio de Morais Barbosa Junior.pdf: 5627018 bytes, checksum: fee23ff22ca5ebb5f1dcea9eed0707b2 (MD5) / Approved for entry into archive by Jordan (jordanbiblio@gmail.com) on 2018-01-26T12:15:45Z (GMT) No. of bitstreams: 1 DISS_2013_Protasio de Morais Barbosa Junior.pdf: 5627018 bytes, checksum: fee23ff22ca5ebb5f1dcea9eed0707b2 (MD5) / Made available in DSpace on 2018-01-26T12:15:45Z (GMT). No. of bitstreams: 1 DISS_2013_Protasio de Morais Barbosa Junior.pdf: 5627018 bytes, checksum: fee23ff22ca5ebb5f1dcea9eed0707b2 (MD5) Previous issue date: 2013-08-30 / O trabalho, na interface entre comunicação e música, descreve e analisa as estratégias de comunicação integrada da Orquestra do Estado de Mato Grosso (OEMT) na formação de vínculos sociais com seus diversos públicos: imprensa, escolas, comunidades rurais e urbanas, artistas e público. Na perspectiva da comunicação como cultura (LIMA, 2001), a pesquisa considera o processo de divulgação da música de concerto como atividade relevante na formação de plateias. Dessa forma foi relevante avaliar quantidade e alcance de conteúdo jornalístico publicado em revistas (especializadas ou não), programas de televisão, jornais impressos, rádios, sites, mídias sociais digitais e apresentações exibidas pela internet, gravadas ou ao vivo. Somam-se a isso as publicações oficiais da OEMT, como o livro Programa de Concerto lançado a cada temporada contendo informações sobre repertórios, compositores, instrumentistas e maestros, exibindo agenda anual completa. Por fim, faz-se necessário reservar parte dos estudos à formação de campo (BOURDIEU, 2007) e às características de comunicação integrada, delineadas por Margarida Kunsch. / This work, at the interface between communication and music, describes and analyzes the integrated communication strategies of the Orquestra of Mato Grosso (OEMT) in its goal of creation of social ties with its diversity of publics: the press (local and national), schools, rural communities and urban artists and the general public. From the perspective of communication as culture (LIMA, 2001), considers the process of dissemination of concert music as a relevant activity in the formation of audiences. Thus, we analyzed interviews and newspaper articles, magazines (specialized or not), television, radio, websites, social media and digital presentations displayed on the internet. Added to this the official publications of OEMT, as the book Concert Program launched each season containing information about repertoires, composers, instrumentalists and conductors with annual calendars. Furthermore, albums, DVDs, videos and documentaries produced from the Center for Communication OEMT. Finally, it is necessary to reserve part of the study to the creation of the field (Bourdieu, 2007) and the characteristics of the integrated communication, delineated by Margarida Kunsch.

This dissertation is a result from a bibliographic, documentary, descriptive, qualitative research, in the subject about the using of the technological tools of information at the communication in the institutions of college education. The central porpuse of the research is investigate how the Support of Sistem for an Integrated Communication (SACI in portuguese) is used at the University of São Carlos (UFSCar). This dissertation makes the assumption that SACI can serve the necessities of the most different kinds of communication inside a Federal University. Concepts as public communication, organizacional, institutional, integrated, technology and democratize of knowledge are presented. The study presents an analysis that makes a concern of many kinds of communicatiom with SACI, showing how this software handle with the communication features. Furthermore, this work brings a broad view of how the SACI is instaled and is being used in UFSCar s site. To complement this study, was made a descriptive qualitative research with Prof. PhD. Rodrigo Francisco and Master Mariana Pezzo. The methodological procedure used a crossbred treatment, using questions forms analysed with documents and books. After the data and information survey, it was established that SACI has uncountable functions that resulted in many positive amendments to management of the information of UFSCar, and for being an instrument that can be adapted according to the most different organizational needs, is indispensable to estimate the implatation of the system in others intitutions, as an example, the Federal University of Uberlândia (UFU), aim at improvement of the communication management in these oganizations. / A presente dissertação resulta de uma pesquisa bibliográfica, documental e descritiva qualitativa, na temática sobre o uso das ferramentas tecnológicas da informação na comunicação das instituições de ensino superior. O objetivo central da pesquisa é investigar como o Sistema de Apoio à Comunicação Integrada - SACI é utilizado na Universidade Federal de São Carlos - UFSCar. A dissertação aqui descrita parte do pressuposto de que o SACI consegue atender as necessidades dos mais variados tipos de comunicação existentes dentro de uma universidade federal. Conceitos como comunicação pública, organizacional, institucional, integrada, tecnologia e democratização do conhecimento são apresentados. O estudo apresenta uma análise que relaciona vários tipos de comunicação com o SACI, demonstrando como esse software lida com as características comunicacionais. Além disso, o trabalho traz uma visão ampla de como o SACI está instalado e sendo utilizado dentro do site da UFSCar. Para complementar foi realizada uma pesquisa qualitativa descritiva com Prof. Dr. Rodrigo Francisco e com Mª. Mariana Pezzo. Assim, o procedimento metodológico utilizou um tratamento híbrido, no qual formulários de questões foram aplicados juntamente com a análise de documentos e livros. Após o levantamento dos dados e informações foi constatado que o SACI possui inúmeras funções que resultaram em muitas alterações positivas para o gerenciamento de informação da UFSCar, e por ser uma ferramenta que pode ser adaptada de acordo com as mais diversas necessidades organizacionais é imprescindível avaliar a implantação do sistema em outras instituições, como por exemplo, na Universidade Federal de Uberlândia - UFU, visando a melhoria da gestão da comunicação nessas organizações. / Mestre em Tecnologias, Comunicação e Educação