Název: Hyperkapnie a difuse plynů ve sněhové lavině - (Změny funkčních parametrů jedinců v krizové situaci) Cíle práce: Cílem studie bylo kontinuální sledování kompenzačních mechanismů, zejména změn ventilačně-respiračních ukazatelů, v simulované sněhové lavině. Metoda: K získání dat byl použit experiment a nestandardizovaný dotazník. Výběr souboru byl vzhledem ke sledované problematice přísně selektivní. Výzkumu se účastnilo 22 probandů, ale po analýze dat bylo pro nesplnění požadovaných kritérií 11 osob vyřazeno. Soubor tedy tvořilo 11 zdravých mužů průměrného věku 25,3 let. Před vlastním experimentem byla pomocí osobního spirometru testována senzitivita na hyperkapnii a hypoxii (výdrž v apnoi) a dechová zdatnost (vitální kapacita plic s usilovným výdechem). Experimentální situaci představovalo jak dýchání do uzavřeného objemu (8 l), tak do vytvořené vzduchové kapsy ve sněhu (400 ml). Kontinuální záznamy oběhových funkcí (srdeční frekvence, krevní tlak) a ventilačně-respiračních parametrů (dechová frekvence, dechový objem, minutová ventilace, obsah O2 a CO2 ve vdechovaném a vydechovaném vzduchu, odpor při výdechu a saturace krve kyslíkem) byly snímány pacientským monitorem DATEX Ohmeda. Vzhledem k charakteru dat byla využita analýza rozptylu při opakovaném měření se dvěma faktory (dvoucestná...

Circular Economy has gained a lot of interest by academia as well as companies and policymakers. Sustainability goals of the European Union has mainly caused this acceleration. However, research argued that the true impact and scale of CE will only be realized when companies deploy Circular Business Models (CBMs) and Fourth Industrial Revolution technologies in a holistic manner to capture new growth opportunities while also strengthening their core business. Especially digital technologies are seen as one of the key enablers for that transition and have become a central topic within the CE research agenda. This research looked at the potential role Blockchain technology can play in the transition towards Circular Economy of the Swedish Furniture Industry based on the identified challenges it currently faces. Based on the combination of literature - and empirical research, there can be concluded that the role of Blockchain technology in the transformation towards CE in the Swedish Furniture Industry is less significant than first anticipated. Based on the empirical findings, there can be concluded that the key driver of Blockchain technology is an environment where there is a systemic lack of trust related to transactions and data between different parties. In such circumstances, Blockchain technology does imply significantly added value due to its inherent features of decentralization, irreversibility, and transparency without the need for intermediary third parties. Circular economy can be seen as an ecosystem that consist of a complex network with different actors that all need certain information to effectively participate. Based on this research, the prominent implication for Blockchain technology in the Swedish Furniture Industry has been found in the current discussed European Union Product Passport in combination with the chemical regulation. Blockchain technology could play a prominent role in the aftermarket by enabling trust, transparency, and irreversibility. In this way all actors in the Circular Economy can use and contribute to the data in a uniform manner. / Cirkulär ekonomi har rönt stort intresse inom den akademiska världen samt bland företag och beslutsfattare. Det är främst Europeiska unionens hållbarhetsmål som har orsakat denna acceleration. Forskningen har dock visat att den verkliga effekten och omfattningen av den cirkulära ekonomin kommer att förverkligas först när företagen använder cirkulära affärsmodeller (CBM) och tekniker från den fjärde industriella revolutionen på ett holistiskt sätt för att ta tillvara nya tillväxtmöjligheter samtidigt som de stärker sin kärnverksamhet. Särskilt den digitala tekniken ses som en av de viktigaste faktorerna för denna övergång och har blivit en central fråga på forskningsagendan för CE. I denna forskning undersöktes vilken potentiell roll blockkedjetekniken kan spela i den svenska möbelindustrins övergång till cirkulär ekonomi utifrån de identifierade utmaningar som den för närvarande står inför. Baserat på kombinationen av litteratur - och empirisk forskning kan man dra slutsatsen att blockkedjeteknologins roll i omställningen till CE i den svenska möbelindustrin är mindre betydande än vad man först trodde. På grundval av de empiriska resultaten kan man dra slutsatsen att den viktigaste drivkraften för blockkedjetekniken är en miljö där det finns en systematisk brist på förtroende i samband med transaktioner och data mellan olika parter. Under sådana omständigheter innebär blockkedjetekniken ett betydande mervärde på grund av dess inneboende egenskaper i form av decentralisering, irreversibilitet och öppenhet utan behov av tredje part som mellanhand. Den cirkulära ekonomin kan ses som ett ekosystem som består av ett komplext nätverk med olika aktörer som alla behöver viss information för att effektivt kunna delta. Baserat på denna forskning har den framträdande implikationen för blockkedjetekniken i den svenska möbelindustrin hittats i det för närvarande diskuterade Europeiska unionens produktpass i kombination med kemikalieförordningen. Blockkedjetekniken skulle kunna spela en betydande roll för att möjliggöra förtroende, transparens och oåterkallelighet. På så sätt kan alla aktörer i den cirkulära ekonomin använda och bidra till data på ett enhetligt sätt.

Möjligheterna för skogsbruket och rennäringen att samexistera har sedan den industriella skogsindustrins början varit en infekterad fråga. Under 2000-talet startades projektet att införa renbruksplaner (RBP) i Sveriges samebyar med syfte att förbättra relationen mellan parterna i samråd, vilket upplevs ha uppfyllts. Renbruksplan är rennäringens motsvarighet till skogsbrukets skogsbruksplan och är ett informations- och dataverktyg med en kartläggning över renarnas betesmarker. Den här uppsatsen undersöker varför projektet med renbruksplaner har lyckats genom att använda Elinor Ostroms teori om förvaltning av en gemensam resurspool. Syftet är att illustrera möjliga förklaringsfaktorer till varför samverkan mellan skogsbruket och rennäringen upplevs ha förbättrats i och med införandet av RBP. Med hjälp av en kvalitativ innehållsanalys har Ostrom designprinciper för självstyrande och hållbar förvaltning hittats i fem rapporter publicerade av Skogsstyrelsen i projektets slutskede. Totalt fanns det stöd i rapporterna för att sex av åtta designprinciper applicerats i och med införandet av RBP. Två av dessa, Ostrom designprincip om tydligt definierade gränser och konfliktlösningen mekanismer, kan identifieras som möjliga förklaringsfaktorer. Att dessa två principer har införts har underlättat kommunikationen mellan parterna vilket lett till större förståelse för varandras branscher och situation. / Whether forestry industry and reindeer husbandry could harmoniously coexist in northern Sweden has been debated since modern forestry started. A unique context grants indigenous people in Sweden, the Sami people, exclusive right to use land for reindeer husbandry. In the beginning of the 2000s a project was launched to create Land Use Plans for the reindeer husbandry (in Swedish Renbruksplan, RBP), which aimed to improve the relation between reindeer owners and the forestry industry. Hence, the Land Use Plan for reindeer husbandry is primarily a program for mapping reindeer graze lands. The project is considered successful for the reindeer owners as well as for the forestry. This thesis investigates why the land use plans have improved the relations between the two stakeholders by applying Elinor Ostrom´s theory about governing commons. The aim is to illustrate possible explanatory factors to why collaboration between forestry and reindeer husbandry is found to have been improved with the introduction of the land use plans. Using a qualitative content analysis, examples of Ostrom’s design principles of autonomous and sustainable management were identified in five reports published by the National Board of Forestry in the project's final phase. In total, the reports supported that six of eight design principles had been implemented since land use plans were introduced. Two of these, clearly defined boundaries and mechanisms of conflict resolution, can be identified as possible explanatory factors for the success of the project. In conclusion, the introduction of these two principals have facilitated communication between the two stakeholders, which have ensued better understanding for each other’s situations and industries.

Darbo užmokestis – viena populiariausių šiandieninės visuomenės temų. Rūpinimasis teisingu ir tinkamu darbo užmokesčiu tampa demokratinių valstybių vidaus politikos prioritetu. Darbo užmokestis visada buvo aktuali ekonominė ir teisinė problema. Darbuotojui darbo užmokestis – pagrindinis pragyvenimo šaltinis, pagrindinė jo pajamų dalis, individo bei jo šeimos materialinės padėties pagerinimo priemonė. Tarptautinės darbo teisės normos, reglamentuojančios darbo užmokestį yra įtvirtintos tarptautinės teisės dokumentuose (1948 m. Visuotinė žmogaus teisių deklaracija, 1966 m. Jungtinių tautų ekonominių, socialinių ir kultūrinių teisių paktas, Tarptautinės darbo organizacijos konvencijos, 1996 m. pataisytoji Europos socialinė chartija ir kt.). Pagrindinius tarptautinės teisės principus parodo Jungtinių Tautų Chartija, Tarptautinės teisės principų deklaracija, Montevideo konvencija dėl valstybių teisių ir pareigų. Tarptautinės darbo teisės normos, tarptautinių sutarčių nuostatos yra mūsų šalies teisinės sistemos dalis. Darbo sąlygos, darbo užmokesčio reglamentavimas Lietuvoje kyla iš tarptautinės darbo teisės, kuri netiesiogiai įgalina Lietuvos teisinę valstybę vykdyti prisiimtus įsipareigojimus. Tarptautinės darbo teisės aktai yra privalomi mūsų šaliai, jie turi viršenybę Lietuvos teisės atžvilgiu. Mūsų valstybėje darbo užmokestį reglamentuoja Konstitucija, Darbo kodeksas kiti įstatymai, kurie vadovaujasi tarptautiniais teisės aktais ir yra suderinti sutarčių pagrindu. Darbe bandyta... [toliau žr. visą tekstą] / The payment is one of the most popular topics in today's society. Caring for a fair and adequate wage is democratic domestic policy priority. Wages have always been relevant to the economic and legal problem. Employee wages and salaries are the main source of livelihood, his primary income, individual’s and his family material well-being. International labor laws governing wages can be noticed in international instruments, such as (Universal Declaration of Human Rights, 1948, United Nations Economic, Social and Cultural Rights, 1966, the International Labour Organization Convention, the European Social Charter (corrected), 1996, and others.). The basic principles of international law are reflected in the United Nations Charter, the Declaration of Principles of International Law, Montevideo Convention on the Rights and Obligations. International labor laws, international agreements are in our country legal system. Working conditions, wage regulation in Lithuania are part of the international labor law, which indirectly allows Lithuania to the rule of law commitments. International labor law is binding on our country, they must take precedence over Lithuanian law. The paper attempts to clarify what specific international regulations governing Lithuania, in order to determine the minimum wage, payment for work beyond a normal working conditions, labor remuneration is organized as an employer becomes insolvent, which guarantees workers can have the company bankruptcy case, and... [to full text]

Magistro darbo oblektas – korporatyvioji komunikacija. Darbo tikslas - išnagrinėjus teoriją, nustatyti istorinio aspekto panaudojimo galimybes korporatyviojoje komunikacijoje. Darbo uždaviniai: Aptarti korporatyviosios komunikacijos ir korporatyviojo pasakojimo sampratą; Aptarti istorinio aspekto sampratą ir panaudojamumo galimybes korporatyviojoje komunikacijoje; Nustatyti Lietuvos verslo istorinio aspekto komunikavimą interneto svetainėse. Išanalizavus mokslinę literatūrą, taikant apibendrinamąją, dedukcijos, indukcijos ir loginę analizę, nustatyta, kad gera korporatyvioji komunikacija sudaro prielaidas atsirasti korporatyviajam pasakojimui, o šis, paprastai, būna išreikštas naratyvu arba istorija. Pirmojoje teorinėje dalyje aptariama korporatyvioji komunikacija ir jos svarba tapatybės valdymo procesui bei korporatyviąjai prekinio ženklo plėtrai. Nustatoma, kad geriausiai korporatyviąją tapatybę ir korporatyvųjį prekinį ženklą komunikuoja korporatyvusis pasakojimas. Aptariama jo raida ir bruožai. Aptariami korporatyviosios komunikacijos valdymo metodai ir korporatyviojo pasakojimo tapsmas. Antrojoje teorinėje dalyje kalbama apie istorinio aspekto sampratą korporatyviojoje komunikcijoje. Nustatyta, kad istorinis aspektas korporatyviojoje komunikacijoje apima ne tik korporatyviosios istorijos ar korporatyviosios atminties disciplinas, bet ir yra svarbi organizacijos tapatybės konstrukto dalis. Korporatyviojoje komunikacijoje istorinis aspektas laikytinas nenutrūkstamumo... [toliau žr. visą tekstą] / The purpose of this work is to determine how and to what extent historical discourse are reflected in corporate storytelling. The approach takes the form of systematic reading by traditional frameworks and principles of narratives. From extensive reading of the historical discourse, recurrent formal features and elements of thematic content which together define the genre of corporate history, have been identified. Good corporate communication is the assumption of a good corporate storytelling. This story appears in two ways - from narratives or history. Such a definition provides competence in the reading of historical narratives of organizations and raises questions regarding the role of history in organizational identity, memory and communication. Many different stories were told about organizations to illustrate an idea or concept of a historical discourse. There was a mixture of negative and positive stories that are the sum of the personalities, cultures and images. The emphasis of the values that the stories revealed determined the more important cultural beliefs. This does have an influence on the firm's identity, corporate brand and reputation. This research has shown that stories reflect the elements of abilities, activities and accomplishment. Storytelling is an important form of organisational communication. It is an important source of information for management and in some cases about management. It is also a tool that can be used by management to communicate... [to full text]

Abstrakt/abstract Předložená diplomová práce se zabývá městskými a příměstskými cyklostezkami v Praze. Ve své části teoretické shrnuje terminologii daného okruhu, vymezuje pojem cyklostezka, cyklotrasa, cyklopruh aj. Dále specifikuje pojmy s daným tématem související (volný čas, zájmová činnost, pohybová rekreace aj.) V samostatných kapitolách se věnuje historii a současnému stavu cyklostezek, následně pak legislativním normám. Práce vymezuje také druhy pohybových aktivit, které je možné na cyklostezkách provozovat (cyklistika, chůze, in-line bruslení aj.) V praktické části seznamuje s metodami výzkumu a výsledky pozorování a dotazníkového šetření. Ve svých závěrech se snaží charakterizovat uživatele cyklostezek, zkoumá jejich motivaci, četnost návštěv cyklostezek, druhy provozovaných aktivit. Zajímá se o nároky na kvalitu a vybavení cyklostezek, shrnuje pozitiva i negativa cyklostezek v Praze. V závěru nabízí přehled městských a příměstských cyklostezek v Praze. Submitted thesis deals with urban and suburban cycle tracks in Prague. The theoretical part concerns terminology of the given topic and defines terms such as cycle track, cycle route, cycle lane etc. Furthermore, it specifies terms closely related to the topic (free time, hobbitry, kinetic recreation etc.) Other chapters address the history and...

The dissertation is focused on the findings, whether it is combination of physical and biological seed treatment for selected field crops (oilseed rape, spring barley) comparable with chemical treatment. Evaluated the effectiveness of the physical seed treatment, low temperature plasma (Gliding Arc, microwave), a biological treatment culture mycoparasitic of the fungus Trichoderma virens and culture entomopathogenic fungus Metarhizium anisopliae. In the context of experiments in laboratory conditions, was evaluated the effect of treatment on the evolution grains (the seeds), the percentage of germination grains (the seeds) and the percentage of healthy grains (the seeds). Individual plasma treatment in combination with biological treatment had a significant positive effect on the germination rate of grains (the seeds).There was no negative effect of physical and biological treatments on the grains (seeds). Involved the evaluation of emergence of the treated seed in laboratory and field conditions. In the field conditions for the selected crops in different localities and in different years, was assessed the effect of treatment on the development of the crop health and yield parameters. Plasma and plasma with T. virens treatments positively affected by the model of the plant better integration of crops, the length of the cob, (shell) and yield. The combined adjustment should in oilseed rape positive effect on the faster development of the spring, the length and strength of the root, earlier flowering and ripening. In contrast, the combined adjustment for barley spring positively influenced the emergence and tillering. According to the obtained results it seems that the combined physical and biological seed treatment is an effective alternative to the chemical treatment of seeds.

Newly refurbished Galomar opened in the summer of 2018 and is awarded the first self-sufficient hotel in Madeira Island out of renewable energy sources. The hotel management is highly engaged in sustainability and therefore wants to ensure that they are doing everything achievable to be as sustainable as possible. The purpose of this report was to identify and analyse the environmental and sustainability work performed at hotel Galomar. The basis for identification was performed through a simplified life cycle assessment. Analysis was performed using the corner stone model, the United Nations seventeen sustainability goals and quality management tools such as: GAP-analysis, SWOT and 10M. The methodologies used to collect data was primarily qualitative through observation of hotel Galomar and interviews with guests staying at the hotel. Results show that the hotel primarily works to provide to sustainability in hospitality through engaged management, energy management system, advanced water system, inclusion of employees and guests and different activities to contribute to the local community. Results also show that there is a competitive advantage for a hotel to work with sustainability since this is something that is more and more desired and required by today’s travellers. Tourism is in a very special position to benefit from local communities, socially and economically, and to raise awareness and support for preservation of the environment. Within the tourism sector, economic development and environmental conservation should not be seen as opposing forces- they should be pursued hand in hand as aspirations that can and should be mutually reinforcing. / Nyrenoverade Galomar öppnade sommaren 2018 och är det första självförsörjande hotellet på Madeira från förnybara energikällor. Hotelledningen är mycket engagerad i miljömedvetenhet samt hållbarhet och vill därför se till att de gör allt de kan för att vara så hållbara som möjligt. Syftet med denna rapport var att identifiera och analysera miljöarbetet och hållbarhetsarbetet på hotell Galomar. Grunden för identifiering utfördes genom en förenklad livscykelanalys. Analys utfördes med hjälp av hörnstenmodellen, FN: s sjutton hållbarhetsmål och följande verktyg för offensiv kvalitetsutveckling: GAP-analys, SWOT och 10M. De metoder som användes för att samla in data var i första hand kvalitativa genom observation av hotell Galomar samt intervjuer med gäster på hotellet. Resultaten visar att hotellet främst arbetar med att bidra till hållbarhet inom besöksnäringen genom en engagerad ledning, ett energihanteringssystem, avancerat bevattningssystem, inkluderande av anställda samt diverse aktiviteter för att bidra till det lokala samhället. Resultaten visar också att det finns en konkurrensfördel för ett hotell att arbeta med hållbarhet eftersom det här är något som är mer och mer efterfrågat och i många fall ett krav från dagens resenärer. Turismen befinner sig i en mycket speciell position för att dra nytta av lokala samhällen, både socialt och ekonomiskt, samt att öka medvetenheten och stödet till bevarande av miljön. Inom turismsektorn bör ekonomisk utveckling och miljöskydd inte ses som motstridiga krafter utan de bör eftersträvas hand i hand för ömsesidigt förstärkande.

O objetivo do presente estudo foi investigar a relação entre a prevalência de obesidade e percepção do ambiente para a prática de atividades físicas em adultos de Itirapuã - SP. Desenvolveu-se um estudo do tipo transversal de base populacional com 216 adultos. Dados sócio demográficos e comportamentais foram obtidos por meio de um questionário estruturado. A percepção do ambiente para a prática de atividade física foi avaliada por meio de um questionário estruturado adaptado da Neighborhood Environmental Walkability Scale (NEWS), previamente validado para a população brasileira. As prevalências de excesso de peso e obesidade (IC 95%) foram estimadas. Para avaliar a associação entre o excesso de peso (sobrepeso e obesidade) e a percepção do ambiente para a prática de atividade física foram empregados modelos de regressão logística bivariados e ajustados por sexo e idade. Dentre os 216 adultos avaliados, 55% eram do sexo feminino e a média de idade foi de 37 (12) anos. Elevada proporção de sobrepeso (31%) e obesidade (25,5%) foi observada. Em modelos de regressão ajustados por sexo e idade, verificou-se que os indivíduos que residiam em locais mais distantes de escolas de ensino fundamental [OR 1,99 (IC95% 1,13; 3,47)], locadoras de filmes [OR 2,33 (IC95% 1,29; 4,19)] e praças ou locais ao ar livre onde pudessem praticar atividade física [OR 2,05 (IC95% 1,15; 3,66)] apresentaram maior chance de ocorrência de excesso de peso. Quanto ao nível de satisfação com o bairro, observou-se que a satisfação com a qualidade e quantidade de supermercados no bairro de residência estava inversamente associada à ocorrência de excesso de peso [OR 0,14 (IC95% 0,03; 0,69)]. Os dados sugerem que os adultos residentes em municípios de pequeno porte também são influenciados pelo ambiente para a prática de atividade física e que este está associado à ocorrência do excesso de peso. / The aim of the present study was to investigate the relationship between the prevalence of obesity and the perception of the environment for the practice of physical activity in adults from Itirapuã, São Paulo state. A population-based cross-sectional study involving 216 adults was conducted. Sociodemographic and behavioral data were collected using a structured questionnaire. The perception of the environment for the practice of physical activity was assessed by an adapted version of the structured questionnaire Neighborhood Environmental Walkability Scale (NEWS) validated for use in the Brazilian population. Prevalences of both overweight and obesity (95% CI) were estimated. Bivariate logistic regression models, adjusted for gender and age, were employed to assess the relationship between excess weight (overweight and obesity) and perception of the environment for the practice of physical activity. Of the 216 adults assessed, 55% were women and mean age was 37 (±12) years. A high rate of overweight (31%) and obesity (25.5%) was found. The regression models adjusted for gender and age revealed that individuals living far from primary schools [OR 1.99 (95%CI 1.13; 3.47)], movie rental stores [OR 2.33 (95%CI 1.29; 4.19)] and squares or spaces outside to perform physical activities [OR 2.05 (95%CI 1.15; 3.66)] had a higher risk of excess weight. Regarding level of satisfaction with the neighborhood, satisfaction with the quality and quantity of supermarkets in the neighborhood of residence was inversely associated with excess weight [OR 0.14 (95%CI 0.03; 0.69)]. These results suggest that adults living in small towns are also influenced by the environment in terms of practice of physical activity and that this is associated with excess weight.

Made available in DSpace on 2016-03-22T17:26:37Z (GMT). No. of bitstreams: 1 lucimar.pdf: 769485 bytes, checksum: 1a4fa809a383d1d13bc1023dcc908204 (MD5) Previous issue date: 2011-10-14 / This work tries to contribute with necessary knowledges to the area of the Social Policies debating drugs policy and, mainly, opening space to argue the drug questions in the media, specially for the analysis of anti-drug advertising conducted by the RBS TV Campaign entitled "Crack nem pensar". The research is based on the critical cultural studies, bringing to the discussion the production of the media, searching to verify with school teenagers, as they mediate the reception of these advertisements, understanding themselves as critical subjects. To emphasize the idea of bringing the drug questions and the media is important, because it is an important vehicle for disseminating informations, which should contribute to the prevention and also to the discussion of these issue to formulate policies aimed to our reality, because the brazilian anti-drug policy is important from other countries. The research seeks to base the study object, aim of this work; the drug quests and policies toward the subject, bringing to the discussion the prevention, the form idealized by the Campaign "Crack nem pensar". In this way, the relevance of this work is in the discussion that interlace from the approach taken by the campaign, allying itself with the discussion of the brazilian anti-drug policy. Policies aimed at young people are mostly compensatory in order to mitigate an existent problem and it isn't going deep into the root of the problem. The most important authors referred in the media analysis, on the studies of production and reception and still in the understanding of it role in the modern world are Jonh Thompson (1995), Douglas Kellner (2001), Néstor Garcia Canclini (1995), Jesús Martin-Barbero (1997), Stuart Hall (2002) among others. These authors are of fundamental importance to understanding the hegemonic role of the media nowadays, but also to do a counter-hegemonic reading as far as possible in order to think the receiver not only as passive subject, but as that subject which interacts with the messages of the media and does its reading according to their own culture and experiences. Key-words: Media; Ideology; Addiction; Social Policy; Reception / Este trabalho procura contribuir com conhecimentos necessários à área das Políticas Sociais, debatendo a política de drogas e, principalmente, abrindo espaço para discutir a questão das drogas na mídia, especialmente pela análise da propaganda antidrogas feita pela RBS TV através da Campanha intitulada Crack nem pensar . A investigação toma por base os estudos culturais críticos, trazendo ao debate a produção da mídia, buscando verificar com adolescentes escolares, como eles mediam a recepção destas propagandas, entendendo-os como sujeitos críticos. Importa ressaltar a idéia de trazer para o debate a questão das drogas e a mídia, por esta ser um veículo importante de difusão de informações, o que deveria contribuir para a prevenção e também à discussão do assunto para se formularem políticas voltadas à nossa realidade, pois a política antidrogas brasileira é importada de outros países. A pesquisa busca fundamentar o objeto de estudo, alvo deste trabalho; a questão das drogas e as políticas voltadas para o assunto, trazendo ao debate a prevenção, a forma idealizada pela campanha Crack nem pensar . Desta forma, a relevância deste trabalho está no debate que se trava a partir do enfoque dado pela campanha, aliando-se a discussão da política antidrogas brasileira. As Políticas voltadas para os jovens são, na maioria, políticas compensatórias visando amenizar um problema já existente, não indo a fundo na raiz do problema. Os autores mais importantes usados para fundamentar este trabalho na análise da mídia, nos estudos de produção e recepção e ainda no entendimento do papel dela no mundo moderno são John Thompson (1995), Douglas Kellner (2001), Néstor Garcia Canclini (1995) Jesús Martin-Barbero (1997), Stuart Hall (2002), entre outros. Mencionados autores são de fundamental importância para se entender hoje o papel hegemônico dos meios de comunicação, mas também para se fazer uma leitura contra-hegemônica na medida do possível a fim de pensar o receptor não apenas como sujeito passivo, mas como aquele sujeito que interage com as mensagens da mídia e faz a sua leitura de acordo com a cultura própria e vivências