This thesis studies the Swedish advertising business as an actor in the national formation of Sweden. It argues that earlier research has ignored to see advertising businesses as possible forces of these formations. The essay investigates how this appears historically through collaboration with an informational organisation that had risen due to the Second World War and that was a part of the national defence. I can, by investigating a discussion that focused on this informational organisation and the advertising businesses relation to it, show how the business as an effect of a civic engagement expressed an interest to participate in the informational work. The thesis will also, through the pamphlet Om kriget kommer. Vägledning för rikets medborgare i händelse av krig, that was part of a campaign made by this organisation, and through a correspondence between the informational organisation and some people of the advertising business that were included in the elaboration of the pamphlet, show how the business successively gained influence over this work. It was through advertising theoretical frameworks that the business could gain influence on the informational campaigns. By applying these skills on the informational work, the advertising business guaranteed a thorough circulation of the national definition that was presented in the pamphlet. The inclusion of the advertising business in the informational work is furthermore highlighted by the civil deeds that were dictated in the same pamphlet – actions, that if practiced, in turn would secure and possibly form the nation.

Esta pesquisa tem como finalidade estimular uma reflexão sobre a busca incansável efetuada por Mário de Andrade pela descoberta da entidade nacional brasileira e da gênese do território nacional na obra Macunaíma o herói sem nenhum caráter. Escrita nos anos 1920, essa década é reconhecida como momento fundamental do aparecimento de uma concepção moderna de Brasil. No interior dessa concepção destacam-se aquelas ideias acerca da nacionalidade e da identidade brasileiras, trazendo consigo densa análise acerca da espacialidade. Apoiando-se nessa ideia, delineou-se, a partir da organização do espaço no Brasil, uma concepção de entidade e de formação territorial brasileiras em Mário de Andrade sinalizadas em Macunaíma, tido como um dos mais expressivos intelectuais brasileiros do período. Trata-se de um estudo em que a figura do indivíduo expressivo de Lucien Goldmann assim como a do intelectual de Antonio Gramsci constitui-se como roteiro metodológico básico. As transformações no seio da sociedade brasileira e suas manifestações sobre a produção do espaço na elaboração de uma identidade nacional ocupam neste trabalho uma das principais preocupações. / This research aims to stimulate a reflection on the tireless search made by Mário de Andrade for the discovery of the Brazilian national entity and the genesis of the national territory in the work Macunaíma - the hero with no character. Written in the 1920s, this decade is recognized as the fundamental moment of the emergence of a modern conception of Brazil. Within this conception stand out those ideas about Brazilian nationality and identity, bringing with it a dense analysis about spatiality. Based on this idea, a conception of Brazilian territorial entity and formation in Mário de Andrade, signaled in Macunaíma, was considered as one of the most expressive Brazilian intellectuals of the period. It is a study in which the figure of the expressive individual of Lucien Goldmann - as well as that of the intellectual of Antonio Gramsci - constitutes as basic methodological route. The transformations within Brazilian society and its manifestations on the production of space in the elaboration of a national identity occupy in this work one of the main concerns.

Esta pesquisa tem como finalidade estimular uma reflexão sobre a busca incansável efetuada por Mário de Andrade pela descoberta da entidade nacional brasileira e da gênese do território nacional na obra Macunaíma o herói sem nenhum caráter. Escrita nos anos 1920, essa década é reconhecida como momento fundamental do aparecimento de uma concepção moderna de Brasil. No interior dessa concepção destacam-se aquelas ideias acerca da nacionalidade e da identidade brasileiras, trazendo consigo densa análise acerca da espacialidade. Apoiando-se nessa ideia, delineou-se, a partir da organização do espaço no Brasil, uma concepção de entidade e de formação territorial brasileiras em Mário de Andrade sinalizadas em Macunaíma, tido como um dos mais expressivos intelectuais brasileiros do período. Trata-se de um estudo em que a figura do indivíduo expressivo de Lucien Goldmann assim como a do intelectual de Antonio Gramsci constitui-se como roteiro metodológico básico. As transformações no seio da sociedade brasileira e suas manifestações sobre a produção do espaço na elaboração de uma identidade nacional ocupam neste trabalho uma das principais preocupações. / This research aims to stimulate a reflection on the tireless search made by Mário de Andrade for the discovery of the Brazilian national entity and the genesis of the national territory in the work Macunaíma - the hero with no character. Written in the 1920s, this decade is recognized as the fundamental moment of the emergence of a modern conception of Brazil. Within this conception stand out those ideas about Brazilian nationality and identity, bringing with it a dense analysis about spatiality. Based on this idea, a conception of Brazilian territorial entity and formation in Mário de Andrade, signaled in Macunaíma, was considered as one of the most expressive Brazilian intellectuals of the period. It is a study in which the figure of the expressive individual of Lucien Goldmann - as well as that of the intellectual of Antonio Gramsci - constitutes as basic methodological route. The transformations within Brazilian society and its manifestations on the production of space in the elaboration of a national identity occupy in this work one of the main concerns.

博士（学術） / 甲第534号 / 184p / Hitotsubashi University(一橋大学)

Made available in DSpace on 2016-04-25T20:22:18Z (GMT). No. of bitstreams: 1 Yara Rodrigues de Andrade.pdf: 763129 bytes, checksum: dcc976abda95e96a81c0f1ca981b8ece (MD5) Previous issue date: 2008-05-26 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Since the French Revolution, nation became a strong theoretical reference to the organization of the human communities in Europe and, arriving at the 20th century, this idea was disseminated to other continents. In many countries, the debates about nation as reality or project were performed in racialist terms. This happened in Brazil, in a very peculiar way, because marked by the long existence of the slavery. Guided by theories of inferior races, many Brazilian thinkers have doubted that a country of mestizos and mulattos would be feasible. This research, exploring the set of the age, aims to emphasize and compare the studies of two authors on national things and themes. We intend to verify the influence of the European doctrine in their reflections and understand the conception that each author has of nation in general and about the possibility of a nation be constituted in this country situated on the tropics. This work has three chapters. In the first, there is a brief account of some of the principal outlooks about nation and, next, we insert the conceptions of Manoel Bomfim e Paulo Prado. In the second chapter, is examined the influence of the notion of race in the Brazil s process of constitution and how it was interpreted by both authors. In the last chapter, we search to examine the prominence given to the Paulistas by the two authors inhabitants of the Brazilian state of São Paulo , personified by the Bandeirantes, which would act to consolidate the new nation redesigning the map of Brazil and including the native in the rising society / Since the French Revolution, nation became a strong theoretical reference to the organization of the human communities in Europe and, arriving at the 20th century, this idea was disseminated to other continents. In many countries, the debates about nation as reality or project were performed in racialist terms. This happened in Brazil, in a very peculiar way, because marked by the long existence of the slavery. Guided by theories of inferior races, many Brazilian thinkers have doubted that a country of mestizos and mulattos would be feasible. This research, exploring the set of the age, aims to emphasize and compare the studies of two authors on national things and themes. We intend to verify the influence of the European doctrine in their reflections and understand the conception that each author has of nation in general and about the possibility of a nation be constituted in this country situated on the tropics. This work has three chapters. In the first, there is a brief account of some of the principal outlooks about nation and, next, we insert the conceptions of Manoel Bomfim e Paulo Prado. In the second chapter, is examined the influence of the notion of race in the Brazil s process of constitution and how it was interpreted by both authors. In the last chapter, we search to examine the prominence given to the Paulistas by the two authors inhabitants of the Brazilian state of São Paulo , personified by the Bandeirantes, which would act to consolidate the new nation redesigning the map of Brazil and including the native in the rising society

Made available in DSpace on 2016-04-25T20:22:55Z (GMT). No. of bitstreams: 1 Rafael Leite Mantovani.pdf: 1026146 bytes, checksum: d25ed33f8d2a620323064b413db32d2c (MD5) Previous issue date: 2009-10-09 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Despite the attempt of ideologists to formulate the nationalist spirit, according to Benedict Anderson, European nationalities were also created by the bombastic and non-intentional interaction between capitalism, the beginning of the editorial effort, and the linguistic diversity. The New World, like Europe, depended on ideologues to build the nations' imaginaries. The processes of independence were crucial to the configuration of the type of elites who would determine the ethics, that is, what would be the cause of the nation. Each independent State wasn't limited to a single nation project. The 19th century saw the struggle of many groups which fought for the legitimacy of speech, and consequently, for the offices in the (Brazilian) royalty or (Spanish-American) republics. The ideologues who had given the basis of Brazilianness to the Empire were called Grupo de Paris, who were protected by the emperor and and who had systematized the facets of what should have been the pride of the new nation. On the other hand, the winning project of 19th century Argentina was the Asociación de mayo s, people who valiantly fought the Argentinean political system which was based on caudillaje and a kind of federalism , isolating each province and privileging Buenos Aires. Consequently both projects were diametrically opposed to what would be regarded as protection and persecution by the State. Although some ideas were confluent, the posture of the Brazilian group was suitable to the ruling class, and that of the Argentinean group was antagonistic with the authoritarian and fragmented political system of Argentina. These differences can be factually demonstrated: the way in which these people inserted themselves in their respective fields; the proximity of the court or distance of the country as a result of exile; the way they prepared their biographies; how they organized their literary salons; the insistence on writing about fine-arts and literature in Brazil and the essays on government and laws in Argentina. Both generations launched magazines: Niterói, by the Grupo de Paris, and La moda, by the Asociación de mayo. Comparing the first delineation of those intellectuals is one of this dissertation s aims. Another purpose of this paper is to compare the work that provides the greatest evidence of the Brazilian generation s ethos, Confederação dos Tamoios, financed directly by D. Pedro II, Brazil s emperor, with the most influential Argentinean book from this period, Facundo: civilización y barbarie, a Sarmiento s criticism to the Argentinean politics. Both works determined who were to be included and excluded in the national projects, notwithstanding, in a very different way. It is the main goal of this dissertation to investigate the legitimization of these artists and ideologists in their respective fields, and also to analyze the promotion of patriotism in these works: in each period with its own peculiarities; in each field with its own demands; and in each institution with its own interests / Apesar de contar com ideólogos para a formulação do espírito nacionalista, a Europa, segundo Benedict Anderson, teve as nacionalidades criadas também por meio da interação explosiva e não intencional entre o capitalismo, o início do esforço editorial e a diversidade lingüística. O Novo Mundo, assim como a Europa, contou com ideólogos para a construção de imaginários de nação. Os processos de independência foram cruciais para a formatação do tipo de elites que iriam determinar qual seria o tipo de valor ético a ser abraçado, ou seja, qual seria a causa da nação. Não houve apenas um projeto de nação em cada Estado independente. O século XIX assistiu ao embate de alguns grupos que lutaram pela legitimidade da palavra e, conseqüentemente, pelos cargos da coroa (brasileira) ou das repúblicas (hispano-americanas). Os ideólogos que deram as bases da brasilidade ao Império foram o chamado Grupo de Paris, que foi resguardado regiamente e sistematizou as facetas daquilo que deveria ser o orgulho da nação recém-nascida. Já o projeto vencedor da Argentina do XIX foi o da Associação de maio, os homens que lutaram ferreamente contra o sistema político argentino pautado no caudilhismo e em um federalismo que isolava cada província, entregando privilégios a Buenos Aires. Portanto, ambos os projetos foram diametralmente opostos no que diz respeito à proteção e perseguição por parte do Estado. Alguns pontos confluem; contudo, a posição do grupo brasileiro era condizente com a realeza, e a do argentino foi antagônica com o autoritário e fragmentado sistema político platino. Como se inseriram nos campos, como foi a relação de proximidade da corte ou de distância do país devido ao exílio, a forma de preparar suas biografias, como organizaram os salões literários, assim como a insistência em escrever sobre belas-artes e literatura no Brasil e tratados de governo e de direito na Argentina são fatores que demonstram tal diferença. Como marco inicial, as duas gerações lançaram revistas: Niterói, pelo Grupo de Paris, e La moda, pela Associação de maio. Comparar o primeiro esboço destes intelectuais é um dos objetivos deste trabalho. O próximo intuito aqui estabelecido é comparar o trabalho máximo que evidencia o etos da geração brasileira, Confederação dos Tamoios, financiado diretamente por D. Pedro II, e o trabalho máximo argentino desta geração, Facundo: civilização e barbárie, uma crítica de Sarmiento à política argentina. Ambas as obras determinaram incluídos e excluídos dos projetos nacionais, contudo, de maneira bastante distinta. Visa-se investigar as formas de legitimação dos artistas e letrados nos seus respectivos campos, assim como analisar o enaltecimento dos seus projetos nacionais; em cada período com as suas peculiaridades, em cada campo com as suas exigências, em cada instituição com os seus interesses

Made available in DSpace on 2016-04-26T14:57:07Z (GMT). No. of bitstreams: 1 Yara Rodrigues de Andrade.pdf: 763129 bytes, checksum: dcc976abda95e96a81c0f1ca981b8ece (MD5) Previous issue date: 2008-05-26 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Since the French Revolution, nation became a strong theoretical reference to the organization of the human communities in Europe and, arriving at the 20th century, this idea was disseminated to other continents. In many countries, the debates about nation as reality or project were performed in racialist terms. This happened in Brazil, in a very peculiar way, because marked by the long existence of the slavery. Guided by theories of inferior races, many Brazilian thinkers have doubted that a country of mestizos and mulattos would be feasible. This research, exploring the set of the age, aims to emphasize and compare the studies of two authors on national things and themes. We intend to verify the influence of the European doctrine in their reflections and understand the conception that each author has of nation in general and about the possibility of a nation be constituted in this country situated on the tropics. This work has three chapters. In the first, there is a brief account of some of the principal outlooks about nation and, next, we insert the conceptions of Manoel Bomfim e Paulo Prado. In the second chapter, is examined the influence of the notion of race in the Brazil s process of constitution and how it was interpreted by both authors. In the last chapter, we search to examine the prominence given to the Paulistas by the two authors inhabitants of the Brazilian state of São Paulo , personified by the Bandeirantes, which would act to consolidate the new nation redesigning the map of Brazil and including the native in the rising society / Since the French Revolution, nation became a strong theoretical reference to the organization of the human communities in Europe and, arriving at the 20th century, this idea was disseminated to other continents. In many countries, the debates about nation as reality or project were performed in racialist terms. This happened in Brazil, in a very peculiar way, because marked by the long existence of the slavery. Guided by theories of inferior races, many Brazilian thinkers have doubted that a country of mestizos and mulattos would be feasible. This research, exploring the set of the age, aims to emphasize and compare the studies of two authors on national things and themes. We intend to verify the influence of the European doctrine in their reflections and understand the conception that each author has of nation in general and about the possibility of a nation be constituted in this country situated on the tropics. This work has three chapters. In the first, there is a brief account of some of the principal outlooks about nation and, next, we insert the conceptions of Manoel Bomfim e Paulo Prado. In the second chapter, is examined the influence of the notion of race in the Brazil s process of constitution and how it was interpreted by both authors. In the last chapter, we search to examine the prominence given to the Paulistas by the two authors inhabitants of the Brazilian state of São Paulo , personified by the Bandeirantes, which would act to consolidate the new nation redesigning the map of Brazil and including the native in the rising society

Made available in DSpace on 2016-04-26T14:57:48Z (GMT). No. of bitstreams: 1 Rafael Leite Mantovani.pdf: 1026146 bytes, checksum: d25ed33f8d2a620323064b413db32d2c (MD5) Previous issue date: 2009-10-09 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Despite the attempt of ideologists to formulate the nationalist spirit, according to Benedict Anderson, European nationalities were also created by the bombastic and non-intentional interaction between capitalism, the beginning of the editorial effort, and the linguistic diversity. The New World, like Europe, depended on ideologues to build the nations' imaginaries. The processes of independence were crucial to the configuration of the type of elites who would determine the ethics, that is, what would be the cause of the nation. Each independent State wasn't limited to a single nation project. The 19th century saw the struggle of many groups which fought for the legitimacy of speech, and consequently, for the offices in the (Brazilian) royalty or (Spanish-American) republics. The ideologues who had given the basis of Brazilianness to the Empire were called Grupo de Paris, who were protected by the emperor and and who had systematized the facets of what should have been the pride of the new nation. On the other hand, the winning project of 19th century Argentina was the Asociación de mayo s, people who valiantly fought the Argentinean political system which was based on caudillaje and a kind of federalism , isolating each province and privileging Buenos Aires. Consequently both projects were diametrically opposed to what would be regarded as protection and persecution by the State. Although some ideas were confluent, the posture of the Brazilian group was suitable to the ruling class, and that of the Argentinean group was antagonistic with the authoritarian and fragmented political system of Argentina. These differences can be factually demonstrated: the way in which these people inserted themselves in their respective fields; the proximity of the court or distance of the country as a result of exile; the way they prepared their biographies; how they organized their literary salons; the insistence on writing about fine-arts and literature in Brazil and the essays on government and laws in Argentina. Both generations launched magazines: Niterói, by the Grupo de Paris, and La moda, by the Asociación de mayo. Comparing the first delineation of those intellectuals is one of this dissertation s aims. Another purpose of this paper is to compare the work that provides the greatest evidence of the Brazilian generation s ethos, Confederação dos Tamoios, financed directly by D. Pedro II, Brazil s emperor, with the most influential Argentinean book from this period, Facundo: civilización y barbarie, a Sarmiento s criticism to the Argentinean politics. Both works determined who were to be included and excluded in the national projects, notwithstanding, in a very different way. It is the main goal of this dissertation to investigate the legitimization of these artists and ideologists in their respective fields, and also to analyze the promotion of patriotism in these works: in each period with its own peculiarities; in each field with its own demands; and in each institution with its own interests / Apesar de contar com ideólogos para a formulação do espírito nacionalista, a Europa, segundo Benedict Anderson, teve as nacionalidades criadas também por meio da interação explosiva e não intencional entre o capitalismo, o início do esforço editorial e a diversidade lingüística. O Novo Mundo, assim como a Europa, contou com ideólogos para a construção de imaginários de nação. Os processos de independência foram cruciais para a formatação do tipo de elites que iriam determinar qual seria o tipo de valor ético a ser abraçado, ou seja, qual seria a causa da nação. Não houve apenas um projeto de nação em cada Estado independente. O século XIX assistiu ao embate de alguns grupos que lutaram pela legitimidade da palavra e, conseqüentemente, pelos cargos da coroa (brasileira) ou das repúblicas (hispano-americanas). Os ideólogos que deram as bases da brasilidade ao Império foram o chamado Grupo de Paris, que foi resguardado regiamente e sistematizou as facetas daquilo que deveria ser o orgulho da nação recém-nascida. Já o projeto vencedor da Argentina do XIX foi o da Associação de maio, os homens que lutaram ferreamente contra o sistema político argentino pautado no caudilhismo e em um federalismo que isolava cada província, entregando privilégios a Buenos Aires. Portanto, ambos os projetos foram diametralmente opostos no que diz respeito à proteção e perseguição por parte do Estado. Alguns pontos confluem; contudo, a posição do grupo brasileiro era condizente com a realeza, e a do argentino foi antagônica com o autoritário e fragmentado sistema político platino. Como se inseriram nos campos, como foi a relação de proximidade da corte ou de distância do país devido ao exílio, a forma de preparar suas biografias, como organizaram os salões literários, assim como a insistência em escrever sobre belas-artes e literatura no Brasil e tratados de governo e de direito na Argentina são fatores que demonstram tal diferença. Como marco inicial, as duas gerações lançaram revistas: Niterói, pelo Grupo de Paris, e La moda, pela Associação de maio. Comparar o primeiro esboço destes intelectuais é um dos objetivos deste trabalho. O próximo intuito aqui estabelecido é comparar o trabalho máximo que evidencia o etos da geração brasileira, Confederação dos Tamoios, financiado diretamente por D. Pedro II, e o trabalho máximo argentino desta geração, Facundo: civilização e barbárie, uma crítica de Sarmiento à política argentina. Ambas as obras determinaram incluídos e excluídos dos projetos nacionais, contudo, de maneira bastante distinta. Visa-se investigar as formas de legitimação dos artistas e letrados nos seus respectivos campos, assim como analisar o enaltecimento dos seus projetos nacionais; em cada período com as suas peculiaridades, em cada campo com as suas exigências, em cada instituição com os seus interesses