This thesis aims to critically explore the concept of “place branding” and “place marketing” in the context of public organizations. By employing Theo van Leeuwens model for discourseanalysis the study looks to find out how selected public organizations legitimize the branding and marketing of the place that they represent. Based primarily on Lennart Lundquists theoretical understanding of economism and the values of public administration, the study means to shine a light on the problematic relationship of public marketing and democratic values. The results are further analyzed with the help of neo-institutional theory with the goal of finding overarching ways to explain the nature of this relationship. The key findings indicate that, as predicted the discourse of branding and marketing is infused with neoliberal values that according to Lundquist are in many ways incompatible with the values of political democracy. These values are also intertwined with a discourse based on the values of democracy, welfare, and communication. The neo-institutional reading of this relationship points to the studied organizations search for legitimacy based on two, partially incompatible sets of values. This in turn could be interpreted as the decoupling of legitimizing structures and everyday work.

Le but de cette recherche ethnographique, menée au Pérou à partir de 2008, est de restituer les pratiques, les discours moraux et les multiples stratégies qui sous-tendent l’appropriation des vestiges et des pièces archéologiques par plusieurs acteurs. Cette question est abordée à travers le prisme particulier du trafic d’art et des pratiques considérées comme illicites. Une ethnographie itinérante (Marcus, 1995) et une méthodologie basée sur la biographie des objets (Kopytoff, 1986) permettent dereconstruire le circuit de céramiques, de la production (la fouille clandestine) à laconsommation (l’achat) en passant par leur échange, don et contrefaçon. De trésors à biens culturels, d’artefacts à curiosités, le parcours de ces objets met au jour à la fois la multiplicité de leurs usages socio-politiques et l’évolution des instances delégitimation qui les concernent.La thèse s’intéresse plus particulièrement au département de Lambayeque, situé sur la côte nord, connu pour les remarquables découvertes archéologiques (civilisation Mochica) qui y ont eu lieu au cours des dernières décennies. Elle démontre que, loin d’être les fruits d’un consensus, la patrimonialisation et la mise en tourisme, en tantque ressources économiques et symboliques, peuvent exacerber les conflits, en créantdes dynamiques d’inclusion et exclusion. De fait, l’opposition historique entre conservateurs et destructeurs du patrimoine renforce encore davantage l’asymétrie entre professionnels et communautés porteuses, en termes de savoir et de pouvoir. De plus, le manque de filiation des habitants avec les ancêtres (et donc l’absence de continuité et d’ « authenticité »), jugé par les institutions comme en lien avec une attitude destructive et purement marchande, a entravé une réelle participation de la communauté dans la patrimonialisation. Pour en être reconnus en tant qu’acteurs légitimes, et non comme simples bénéficiaires, ils sont ainsi contraints de reformuler leurs régimes de valeur et de renégocier leurs logiques d’appartenance. / The aim of this ethnographic research, carried out in Peru as of 2008, is to map the practices, moral discourses and multiple strategies which underlie the appropriation of relics and archaeological objects by different actors. This topic is analysed through the prism of art trafficking and practices considered to be illicit. A multi-sited ethnography (Marcus 1995) and a methodology based in the biography of objects (Kopytoff, 1986) allows to reconstruct the circuit of ceramics, from production (clandestine digging) to consumption (purchase), through various forms of exchange, gift and counterfeit. From treasures to cultural goods, from artefacts to oddities, the itinerary of these objects sheds light on the multiplicity of their socio-political uses and the evolution of legitimation authorities concerned by them. The thesis focuses more specifically on the region of Lambayeque, on the northern Peruvian coast, which has been characterised by extraordinary archaeological discoveries (Mochica civilisation) over the last few decades. It shows that, far from being the product of consensus, the heritage making and touristic development, as an economic and symbolical resource, can exacerbate conflicts, creating dynamics of inclusion and exclusion. In fact, the historical opposition between heritage conservationists and destroyers reinforces the asymmetry between professionals and bearer communities, in terms of knowledge and power. Moreover, a destructive attitude and commercial interest in relics, considered as the sign of a lack of filiation and therefore of continuity and « authenticity », hinders inhabitants’ participation. In order to be recognized as legitimate actors, and not as simple beneficiaries of heritage making they are obliged to reformulate their value regimes and renegotiate their logics of belonging.

Legitimation and professionalization of a Romani NGO in the Czech Republic Hana Synková This PhD. thesis maps strategies of legitimation and survival of non-governmental organizations working with people that use to be categorized as "socially excluded" or "Roma". It attempts to answer the question: "What NGOs do to be able to look successful, gain resources, and create organizational reputation?" This work does not treat organizations as "things", but as processes and social networks influenced by state and European policies, funding mechanisms and internal competition. Despite the organizations being discursively divided into those preferring more ethnic or social definition of their clients, they have to cope with the same pressures in the shape of social services law, standards of quality or control systems that come with projects. Organizations are far from devoting their time to "work with clients"; they are also involved in enlarging social capital of their members and in production of "texts" that serve their legitimation claims towards control bodies, other organizations and public. In order to research these publicly less visible processes, the authoress uses methods of organizational anthropology - fieldwork inside organization and at many places which are contextually linked to the...

Reformstau 1969 und 2010, Bw-Reformkonzept, Bundeswehr und außenpolitische Handlungsfähigkeit Deutschlands, Armee im Einsatz, Berufsarmee, Struktur und Ausrüstung der Bundeswehr, internationale Dimension, sicherheitspolitische Reformalternativen.:Autorenbeiträge: Detlef Bald, Chancen für eine große Reform? Zur Legitimation der Militärreform 2010. Wolfgang Scheler, Der neue Auftrag der Bundeswehr und die Frage seiner Legitimation. Ernst Woit Der professionelle Kämpfer als neues Leitbild der Bundeswehr. Arbeitskreis Darmtädter Signal, Positionspapier des Arbeitskreises Darmstädter Signal (AkDS) zur Bundeswehrreform der Regierung Merkel. Wilfried Schreiber, Thesen: Zur internationalen Dimension der Neuausrichtung der Bundeswehr. Ansätze für eine alternative Sicherheitspolitik.

The aim of this study was to investigate the background to the introducing of professional certification among medical health care social workers and to investigate how social workers and union representatives discusses about the meaning of the certificate. As for today hospital social workers are the only profession in the health care context who are not authorized which sometimes affects them and their profession in a negative way in their daily work. Lawmakers finds lack of authorization a risk factor for the patient safety. Three social workers and two union representatives have been interviewed and the result has been analyzed with professional theory and related concepts. The informants believes that the authorization will increase the power of the social workers in the medical context including having stronger autonomy and higher status. But the study have also discovered some eventual negative consequences such as hierarchization among social workers and challenges attracting enough students to study another year if higher salary will not be guaranteed. / Syftet med uppsatsen var att undersöka bakgrunden till beslutet att införa yrkeslegitimation för kuratorer inom hälso- och sjukvård samt att undersöka hur kuratorer och fackliga representanter resonerar kring innebörden av denna yrkeslegitimation. Kuratorerna är idag den enda yrkesgruppen inom hälso- och sjukvård som saknar legitimation vilket emellanåt påverkar kuratorerna i sin profession negativt i deras dagliga arbete. Beslutsfattare menar att avsaknad av legitimation utgör en patientsäkerhetsrisk. Tre kuratorer och två fackföreningsrepresentanter har intervjuats och resultatet har analyserats utifrån professionsteori och tillhörande begreppsapparat. Informanterna tror att legitimation kommer att ge gruppen ökade befogenheter, högre autonomi och status men studiens resultat har även visat att yrkeslegitimation kan innebära eventuella negativa konsekvenser som hierarkisering inom socionomgruppen och kompetensförsörjningsproblem i form av att få studenter att studera ett extra år om detta inte lönar sig ekonomiskt.

Cette thèse aborde la relation entre le mormonisme et la société américaine, à travers une étude détaillée de matériaux médiatiques. Plus précisément, les stratégies de légitimation des groupes mormons et les stratégies de délégitimation utilisées par les détracteurs de ces groupes religieux marginaux sont analysées. Depuis la naissance du mormonisme, en terre américaine, ce courant a entretenu des relations tendues avec la culture mainstream. La thèse décrit tout d’abord l'évolution des rapports entre les mormons et la société américaine dominante, du 19e siècle à aujourd'hui, puis s’attarde à une analyse des productions médiatiques récentes mettant en scène des mormons monogames et polygames, avec une insistance particulière sur la série télévisée de fiction Big Love (HBO 2006-2011). Mais plus qu'une étude de cas à propos des tensions entre mormons et société américaine, la thèse nous informe sur les notions de déviance et de normalité et sur leur évolution temporelle, et offre une relecture de l’histoire du mormonisme à partir de son articulation avec la sphère médiatique. L'analyse permet de faire ressortir la manière dont le discours public influence la position des groupes minoritaires. La thèse met également en lumière les effets positifs de l'utilisation des médias de masse par les petits groupes sociaux ou religieux. En montrant comment un groupe religieux d’une période à l'autre de son existence se retrouve tour à tour stigmatisé, toléré et même parfois célébré, la thèse ouvre des perspectives pour l’analyse d’autres groupes minoritaires. Un modèle théorique, qui expose les stratégies de légitimation et de délégitimation publiques des différents groupes mormons, est central à la thèse. Il est issu d'un processus de théorisation ancrée. / This thesis addresses the relationship between Mormonism and American society, through a detailed analysis of media materials. Specifically, legitimation strategies, put forward by Mormons communities, and delegitimation strategies, used by opponents of these marginal religious groups, are considered. Since the inception of Mormonism, in the United States, this religious movement has maintained tense relationships with mainstream culture. First, this thesis describes the evolution of relationships between Mormons and mainstream society, from the 19th century to the present era, and then includes an analysis of recent media productions presenting Mormons, with an emphasis on the fiction TV series Big Love (HBO 2006-2011). More than a case study about tensions between Mormons and mainstream society, this thesis informs us about the notions of deviance and normality and their temporal evolution, and offers a reinterpretation of the history of Mormonism through its articulation with the media. The analysis sheds light on the way public discourse influences the position of minority groups, and on the positive effects of mass media use by small religious or social groups. By explaining how a religious group can, from one period of its existence to another, be stigmatised, tolerated and even sometimes celebrated, this thesis opens perspectives for the analysis of other minority groups. A theoretical model, exposing the legitimation and delegitimation strategies of Mormon groups, is central to the thesis. This model was derived from a grounded theory analysis.

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The year 2024 started with newspapers filled with articles on farmers taking over European cities. In Germany, the farmers protested the recently announced tax break reduction on agricultural diesel. The protests were quickly instrumentalized by various political actors, which made them highly controversial. This thesis explores how two actors, the German radical right AfD and the center-right CDU, discursively construct climate change within the debates surrounding the farmers’ protests. The focus lies on their use of populism as a strategic communication tool and legitimation strategies that politicize climate change. As such, climate change and environmental discourses are critically reviewed and contextualized, and theories on populism and politicization are presented. The thesis applies a discourse-historical approach (DHA) based on the analytical tools of nomination, predication, and legitimation. The findings conclude that discourses of climate policy conservatism, green patriotism, and climate elitism are applied to re-politicize climate change according to the right-wing agenda. As expected, the AfD mainly applied green patriotism, whereas the CDU applied climate policy conservatism. Both also relied on a newly identified discourse of climate elitism, highlighting the protest dynamics.

A presente tese tem por objetivo principal estudar a legitimação jurídico-moral da regulação estatal. Trata-se de tema de grande relevância e extrema atualidade em decorrência de dois fatores. Por um lado, desde o fenômeno da virada kantiana e da retomada da preocupação com o estabelecimento de uma teoria da justiça, tornou-se necessária a análise de justificação jurídico-moral de toda e qualquer instituição político-jurídica positivada. Por outro lado, entre as inúmeras instituições político-jurídicas positivadas, cresce cada vez mais a utilização das medidas jurídicas regulatórias, através das quais o Poder Público direciona ou controla a conduta dos agentes com o intuito de atingir determinada finalidade. Instituto econômico que é, ao interferir na alocação de riquezas, bens e serviços no mercado, a regulação estatal há tempos já vem sendo objeto de análise em uma perspectiva de legitimação econômica. Tradicionalmente, ainda dentro do paradigma da racionalidade, os economistas sempre apontaram as falhas de mercado como as razões a justificar as regulações estatais em um viés econômico. Mais recentemente, por sua vez, os adeptos da economia comportamental, rompendo ou relativizando as lições da Rational Choice Theory, têm apontado também as ações irracionais em heurística como razões a justificar as regulações estatais em um viés econômico. Ocorre, entretanto, que a regulação estatal é um instituto interdisciplinar. Ao direcionar ou controlar a conduta dos indivíduos, limitando ou implementando direitos e liberdades, a regulação constitui instituto simultaneamente jurídico e moral. A presente tese, portanto, buscará apresentar as razões a servir de justificação para a regulação estatal em uma perspectiva jurídico-moral. Neste ponto, adotar-se-á como paradigma de aferição de legitimação jurídico-moral das instituições político-jurídicas positivadas (entre as quais as regulações estatais) um liberalismo-republicano, consistente na compatibilização do liberalismo-igualitário com um republicanismo moderado. Desta forma, o estudo buscará defender a possibilidade de a legitimação jurídico-moral das diversas regulações estatais encontrar fundamento em um ou alguns de três valores jurídico-morais: a autonomia individual privada, as condições igualitárias e a autonomia pública. No que diz respeito à implementação da autonomia individual privada e das condições igualitárias, primeiramente, a tese defenderá a possibilidade de ser realizada uma nova leitura jurídico-moral dos institutos econômicos das falhas de mercado e das ações irracionais em heurística. Neste sentido, o conceito de falhas de mercado e o conceito de ações irracionais em heurística, em uma leitura jurídico-moral como razões a justificar a legitimação das regulações estatais, devem ser entendidos como situações em que o atuar livre dos agentes no mercado viole ou deixe de implementar os valores jurídico-morais fundamentais da autonomia individual privada e das condições igualitárias. Ainda no que diz respeito às influências liberal-igualitárias, a tese sustentará que, mesmo na inexistência de falhas de mercado ou de ações irracionais em heurística, será possível o estabelecimento de regulações estatais que encontrem justificação no valor jurídico-moral fundamental da igualdade, desde que tais regulações estejam destinadas a implementar as condições igualitárias mínimas necessárias à manutenção da própria autonomia individual privada e da dignidade humana. Por outro lado, no que diz respeito às influências republicanas, será exposto que as regulações estatais podem encontrar legitimação jurídico-moral também no valor jurídico-moral fundamental da autonomia pública. A saber, as regulações podem se encontrar legitimadas jurídico-moralmente quando da implementação dos projetos e políticas deliberados pelos cidadãos e pela sociedade no exercício da soberania popular, desde que tais projetos coletivos não violem os requisitos mínimos de dignidade humana dos indivíduos. A tese defenderá que os princípios da proporcionalidade e da igualdade podem exercer um papel de destaque na análise de legitimação jurídico-moral das regulações estatais. O princípio da proporcionalidade, neste ponto, será útil instrumental metodológico na aferição de legitimação jurídico-moral de uma medida regulatória em uma perspectiva interna, quando da aferição da relação estabelecida entre os meios e os fins da regulação. O princípio da igualdade, por sua vez, será útil instrumental metodológico na aferição de legitimação jurídico-moral de uma medida regulatória em uma perspectiva comparativa entre as diversas medidas regulatórias existentes. Por fim, uma vez enfrentados os pontos mais sensíveis pertinentes à justificação de toda e qualquer medida regulatória bem como estabelecida uma teoria geral acerca da legitimação jurídico-moral da regulação estatal, a presente tese realizará um estudo de caso acerca da legitimação jurídico-moral especificamente das regulações que utilizam argumentos de natureza paternalista. Trata-se de regulações que, ao direcionar a conduta de agentes com o intuito de zelar por bens, direitos e interesses destes próprios indivíduos cuja liberdade é restringida, apresentam-se extremamente controversas. Será exposto que, desde a clássica obra On Liberty de JONH STUART MILL, o paternalismo jurídico vem sendo tradicionalmente associado a uma conotação pejorativa de violação aos valores jurídico-morais fundamentais. A tese, porém, adotará posição segundo a qual as regulações paternalistas podem eventualmente encontrar legitimação jurídico-moral na promoção ou proteção dos valores jurídico-morais fundamentais da autonomia individual privada e da igualdade. Além disto, defenderá o estudo que os institutos econômicos das falhas de mercado da assimetria de informações e dos problemas de coordenação bem como os institutos econômicos das ações irracionais em heurística, adotados na nova leitura jurídico-moral proposta, servirão de instrumental útil na identificação das situações em que tais regulações paternalistas se encontram legitimadas jurídico-moralmente diante da premissa liberal-republicana. / The main objective of this thesis is to study the juridical-moral legitimation of public regulation. The theme is both important and current due to two factors. On one hand, since the Kantian turn and the retake of the concern with the establishment of a theory of justice, it became necessary to analyze the juridical-moral justification of every single positive political-juridical institution. On the other hand, among the countless positive political-juridical institutions, each day it increases the use of regulation, measures trough witch the State directs or controls the conducts of the agents in order to achieve a certain goal. Being an economic institution, as it interferes in the allocation of wealth, goods and services in the market, public regulation has already been for years object of analysis in a perspective of economic legitimation. Traditionally, still inside the paradigm of rationality, the economists have always pointed out the market failures as reasons to justify public regulation in an economic sense. More recently, the followers of the behavioral economics, breaking up with or mitigating the lessons of the Rational Choice Theory, have pointed out also the irrational actions in heuristics as reasons to justify public regulations in an economic sense. It happens, though, that regulation is an interdisciplinary institution. While it directs or controls conducts of individuals, limiting or enforcing rights and liberties, regulation presents itself also and at the same time as a juridical and moral institution. The thesis, then, will try to present the reasons that can be used in the justification of public regulation in a juridical-moral perspective. At this point, it will be used as a paradigm for the juridical-moral legitimation of the positive political-juridical institutions (among them the public regulation) a republican-liberalism, witch consists in an agreement established between the egalitarian-liberalism and a moderate conception of the republicanism. So being, the study will try to defend that the juridical-moral legitimation of the many existent public regulations can find foundation in one or some of three juridical-moral values: private individual autonomy, egalitarian conditions, and public autonomy. Concerning the enforcement of private individual autonomy and of egalitarian conditions, at first place, the thesis will defend the possibility of a new juridical-moral reading of the economic institutions of market failures and of irrational actions in heuristics. The concept of market failures and the concept of irrational actions in heuristic, in a juridical-moral reading as reasons to justify the legitimation of public regulations, should be understood as situations in witch the free acting of the agents in the market violates or isnt capable of enforcing the fundamental juridical-moral values of private individual autonomy and of egalitarian conditions. Still concerning the egalitarian-liberal influences, the thesis will hold up that, even when market failures and irrational actions in heuristics do not exist, it will be possible the establishment of public regulations that find justification in the juridical-moral foundation of equality, as long as these regulations are bound to improve the egalitarian conditions necessary to the maintenance of human dignity and private individual autonomy. On the other hand, concerning the republican influences, it will be shown that public regulation can find juridical-moral legitimation also in the fundamental juridical-moral value of public autonomy. This means that regulations might be juridical-morally legitimate when they implement projects and policies deliberated by citizens and society in the exercise of popular sovereignity, as long as these collective projects do not violate the minimum standards necessary to ensure human dignity. The thesis will defend that the principles of proportionality and of equality may play an important role in the analysis of juridical-moral legitimation of public regulation. The principle of proportionality can be an useful methodological instrument in the analysis of the juridical-moral legitimation of a regulatory measure in an internal perspective, questioning the relationship established between the means and ends of the regulation. The principle of equality, on its turn, can be an useful methodological instrument in the analysis of the juridical-moral legitimation of a regulatory measure in a comparative perspective between the numerous existent regulatory measures. At last, once studied the most important issues concerning the justification of every single regulatory measure and once established a general theory about the juridical-moral legitimation of public regulation, the thesis will develop a case study about the juridical-moral legitimation specifically of the regulations that use paternalistic arguments in their support. Those regulatory measures, as they direct the conducts of agents aiming to protect goods, rights and interests of these same individuals whose liberties are restricted, are very controversial. It will be shown that, since the classical work On Liberty by JOHN STUART MILL, legal paternalism has been traditionally associated to a negative connotation of fundamental juridical-moral value violation. The thesis, though, will adopt the position that regulatory measures may find juridical-moral legitimation in the enforcement or protection of the fundamental juridical-moral values of private individual autonomy and of equality. Besides, it will hold up that the economic institutions of market failures information asymmetry and coordination problems as well as the economic institutions of irrational actions in heuristics, adopted in the new juridical-moral reading suggested, may be useful tools in the identification of the situations in witch such paternalistic regulations are juridical-morally legitimate in face of the republican-liberalism.

A presente tese tem por objetivo principal estudar a legitimação jurídico-moral da regulação estatal. Trata-se de tema de grande relevância e extrema atualidade em decorrência de dois fatores. Por um lado, desde o fenômeno da virada kantiana e da retomada da preocupação com o estabelecimento de uma teoria da justiça, tornou-se necessária a análise de justificação jurídico-moral de toda e qualquer instituição político-jurídica positivada. Por outro lado, entre as inúmeras instituições político-jurídicas positivadas, cresce cada vez mais a utilização das medidas jurídicas regulatórias, através das quais o Poder Público direciona ou controla a conduta dos agentes com o intuito de atingir determinada finalidade. Instituto econômico que é, ao interferir na alocação de riquezas, bens e serviços no mercado, a regulação estatal há tempos já vem sendo objeto de análise em uma perspectiva de legitimação econômica. Tradicionalmente, ainda dentro do paradigma da racionalidade, os economistas sempre apontaram as falhas de mercado como as razões a justificar as regulações estatais em um viés econômico. Mais recentemente, por sua vez, os adeptos da economia comportamental, rompendo ou relativizando as lições da Rational Choice Theory, têm apontado também as ações irracionais em heurística como razões a justificar as regulações estatais em um viés econômico. Ocorre, entretanto, que a regulação estatal é um instituto interdisciplinar. Ao direcionar ou controlar a conduta dos indivíduos, limitando ou implementando direitos e liberdades, a regulação constitui instituto simultaneamente jurídico e moral. A presente tese, portanto, buscará apresentar as razões a servir de justificação para a regulação estatal em uma perspectiva jurídico-moral. Neste ponto, adotar-se-á como paradigma de aferição de legitimação jurídico-moral das instituições político-jurídicas positivadas (entre as quais as regulações estatais) um liberalismo-republicano, consistente na compatibilização do liberalismo-igualitário com um republicanismo moderado. Desta forma, o estudo buscará defender a possibilidade de a legitimação jurídico-moral das diversas regulações estatais encontrar fundamento em um ou alguns de três valores jurídico-morais: a autonomia individual privada, as condições igualitárias e a autonomia pública. No que diz respeito à implementação da autonomia individual privada e das condições igualitárias, primeiramente, a tese defenderá a possibilidade de ser realizada uma nova leitura jurídico-moral dos institutos econômicos das falhas de mercado e das ações irracionais em heurística. Neste sentido, o conceito de falhas de mercado e o conceito de ações irracionais em heurística, em uma leitura jurídico-moral como razões a justificar a legitimação das regulações estatais, devem ser entendidos como situações em que o atuar livre dos agentes no mercado viole ou deixe de implementar os valores jurídico-morais fundamentais da autonomia individual privada e das condições igualitárias. Ainda no que diz respeito às influências liberal-igualitárias, a tese sustentará que, mesmo na inexistência de falhas de mercado ou de ações irracionais em heurística, será possível o estabelecimento de regulações estatais que encontrem justificação no valor jurídico-moral fundamental da igualdade, desde que tais regulações estejam destinadas a implementar as condições igualitárias mínimas necessárias à manutenção da própria autonomia individual privada e da dignidade humana. Por outro lado, no que diz respeito às influências republicanas, será exposto que as regulações estatais podem encontrar legitimação jurídico-moral também no valor jurídico-moral fundamental da autonomia pública. A saber, as regulações podem se encontrar legitimadas jurídico-moralmente quando da implementação dos projetos e políticas deliberados pelos cidadãos e pela sociedade no exercício da soberania popular, desde que tais projetos coletivos não violem os requisitos mínimos de dignidade humana dos indivíduos. A tese defenderá que os princípios da proporcionalidade e da igualdade podem exercer um papel de destaque na análise de legitimação jurídico-moral das regulações estatais. O princípio da proporcionalidade, neste ponto, será útil instrumental metodológico na aferição de legitimação jurídico-moral de uma medida regulatória em uma perspectiva interna, quando da aferição da relação estabelecida entre os meios e os fins da regulação. O princípio da igualdade, por sua vez, será útil instrumental metodológico na aferição de legitimação jurídico-moral de uma medida regulatória em uma perspectiva comparativa entre as diversas medidas regulatórias existentes. Por fim, uma vez enfrentados os pontos mais sensíveis pertinentes à justificação de toda e qualquer medida regulatória bem como estabelecida uma teoria geral acerca da legitimação jurídico-moral da regulação estatal, a presente tese realizará um estudo de caso acerca da legitimação jurídico-moral especificamente das regulações que utilizam argumentos de natureza paternalista. Trata-se de regulações que, ao direcionar a conduta de agentes com o intuito de zelar por bens, direitos e interesses destes próprios indivíduos cuja liberdade é restringida, apresentam-se extremamente controversas. Será exposto que, desde a clássica obra On Liberty de JONH STUART MILL, o paternalismo jurídico vem sendo tradicionalmente associado a uma conotação pejorativa de violação aos valores jurídico-morais fundamentais. A tese, porém, adotará posição segundo a qual as regulações paternalistas podem eventualmente encontrar legitimação jurídico-moral na promoção ou proteção dos valores jurídico-morais fundamentais da autonomia individual privada e da igualdade. Além disto, defenderá o estudo que os institutos econômicos das falhas de mercado da assimetria de informações e dos problemas de coordenação bem como os institutos econômicos das ações irracionais em heurística, adotados na nova leitura jurídico-moral proposta, servirão de instrumental útil na identificação das situações em que tais regulações paternalistas se encontram legitimadas jurídico-moralmente diante da premissa liberal-republicana. / The main objective of this thesis is to study the juridical-moral legitimation of public regulation. The theme is both important and current due to two factors. On one hand, since the Kantian turn and the retake of the concern with the establishment of a theory of justice, it became necessary to analyze the juridical-moral justification of every single positive political-juridical institution. On the other hand, among the countless positive political-juridical institutions, each day it increases the use of regulation, measures trough witch the State directs or controls the conducts of the agents in order to achieve a certain goal. Being an economic institution, as it interferes in the allocation of wealth, goods and services in the market, public regulation has already been for years object of analysis in a perspective of economic legitimation. Traditionally, still inside the paradigm of rationality, the economists have always pointed out the market failures as reasons to justify public regulation in an economic sense. More recently, the followers of the behavioral economics, breaking up with or mitigating the lessons of the Rational Choice Theory, have pointed out also the irrational actions in heuristics as reasons to justify public regulations in an economic sense. It happens, though, that regulation is an interdisciplinary institution. While it directs or controls conducts of individuals, limiting or enforcing rights and liberties, regulation presents itself also and at the same time as a juridical and moral institution. The thesis, then, will try to present the reasons that can be used in the justification of public regulation in a juridical-moral perspective. At this point, it will be used as a paradigm for the juridical-moral legitimation of the positive political-juridical institutions (among them the public regulation) a republican-liberalism, witch consists in an agreement established between the egalitarian-liberalism and a moderate conception of the republicanism. So being, the study will try to defend that the juridical-moral legitimation of the many existent public regulations can find foundation in one or some of three juridical-moral values: private individual autonomy, egalitarian conditions, and public autonomy. Concerning the enforcement of private individual autonomy and of egalitarian conditions, at first place, the thesis will defend the possibility of a new juridical-moral reading of the economic institutions of market failures and of irrational actions in heuristics. The concept of market failures and the concept of irrational actions in heuristic, in a juridical-moral reading as reasons to justify the legitimation of public regulations, should be understood as situations in witch the free acting of the agents in the market violates or isnt capable of enforcing the fundamental juridical-moral values of private individual autonomy and of egalitarian conditions. Still concerning the egalitarian-liberal influences, the thesis will hold up that, even when market failures and irrational actions in heuristics do not exist, it will be possible the establishment of public regulations that find justification in the juridical-moral foundation of equality, as long as these regulations are bound to improve the egalitarian conditions necessary to the maintenance of human dignity and private individual autonomy. On the other hand, concerning the republican influences, it will be shown that public regulation can find juridical-moral legitimation also in the fundamental juridical-moral value of public autonomy. This means that regulations might be juridical-morally legitimate when they implement projects and policies deliberated by citizens and society in the exercise of popular sovereignity, as long as these collective projects do not violate the minimum standards necessary to ensure human dignity. The thesis will defend that the principles of proportionality and of equality may play an important role in the analysis of juridical-moral legitimation of public regulation. The principle of proportionality can be an useful methodological instrument in the analysis of the juridical-moral legitimation of a regulatory measure in an internal perspective, questioning the relationship established between the means and ends of the regulation. The principle of equality, on its turn, can be an useful methodological instrument in the analysis of the juridical-moral legitimation of a regulatory measure in a comparative perspective between the numerous existent regulatory measures. At last, once studied the most important issues concerning the justification of every single regulatory measure and once established a general theory about the juridical-moral legitimation of public regulation, the thesis will develop a case study about the juridical-moral legitimation specifically of the regulations that use paternalistic arguments in their support. Those regulatory measures, as they direct the conducts of agents aiming to protect goods, rights and interests of these same individuals whose liberties are restricted, are very controversial. It will be shown that, since the classical work On Liberty by JOHN STUART MILL, legal paternalism has been traditionally associated to a negative connotation of fundamental juridical-moral value violation. The thesis, though, will adopt the position that regulatory measures may find juridical-moral legitimation in the enforcement or protection of the fundamental juridical-moral values of private individual autonomy and of equality. Besides, it will hold up that the economic institutions of market failures information asymmetry and coordination problems as well as the economic institutions of irrational actions in heuristics, adopted in the new juridical-moral reading suggested, may be useful tools in the identification of the situations in witch such paternalistic regulations are juridical-morally legitimate in face of the republican-liberalism.