Made available in DSpace on 2016-04-18T21:32:03Z (GMT). No. of bitstreams: 8 Lorena A Galleguillos Jungk1.pdf: 132132 bytes, checksum: 942f57f2317211eaf339e5ce0fcccee4 (MD5) Lorena A Galleguillos Jungk2.pdf: 85087 bytes, checksum: e208df5a9e9a57fa4b442f7c4b1d87ec (MD5) Lorena A Galleguillos Jungk3.pdf: 1209589 bytes, checksum: 60137669dc9fe76ae2ad66f0fafdbe27 (MD5) Lorena A Galleguillos Jungk4.pdf: 120596 bytes, checksum: e07d859b984d94e991fe33d9ddf272c3 (MD5) Lorena A Galleguillos Jungk5.pdf: 333325 bytes, checksum: e7e27b2f7af74c6e0041e5318a8abdae (MD5) Lorena A Galleguillos Jungk6.pdf: 722931 bytes, checksum: fb4c7bc32779bb2956a989b6c6cb60eb (MD5) Lorena A Galleguillos Jungk7.pdf: 56243 bytes, checksum: 7e50dc9e7da5ef63a1d26b44b57f4701 (MD5) Lorena A Galleguillos Jungk8.pdf: 73305 bytes, checksum: 9dfe0ad922f1cccee0ecf76160a9a9bf (MD5) Previous issue date: 2006-08-10 / The target of the present research work is to analyse the artistic aspect of still digital image art. Still images are the most antique form of human art, and their origin is pre-historical. To evidence principals, development and importance of painting and gravure techniques, and to trace parallels with the most recent technologies of still digital image, was the fundamental base to point out and discuss the ontology of this new form of art, which is expressed through human need to create images and through the desire of getting them stilled in time and space. Its peculiar poetics resulting from its semioptical interrelations, i.e., the creative procedures and artistic language were also analysed in order to prove the value of this contemporaneous art. Finally, were presented the work and the artistic creations of Roman Verostko, exponent of the still digital image art. Concluded were the artistic and universal value of such art whose expression and search for knowledge, common to every art are found in this special form of art, which is in deep harmony with the technological society of our time. / O presente trabalho de pesquisa tem por objeto os aspectos característicos da Imagem Digital Fixa como forma de arte. Imagens fixas são a forma mais antiga de arte humana, e sua origem remonta à pré-história. Evidenciar seus princípios, seu desenvolvimento ao longo do tempo e sua importância, especificamente, nas técnicas da pintura e da gravura, traçando paralelos com as novas tecnologias da imagem digital fixa foi fundamental para determinar sua Ontologia, expressa na necessidade de criar imagens, no desejo de fixá-las no tempo-espaço, e a poética própria a essas imagens, fruto de suas inter-relações semióticas. Foram analisados seus processos criativos e a linguagem artística própria de que ela se utiliza. Ao final, apresentou-se a trajetória e a obra de Roman Verostko, expoente dessa arte, e chegou-se a conclusão de seu valor artístico e universal, como forma de expressão e busca de conhecimento, próprias da arte em geral, e que nela encontram-se em consonância com a sociedade tecnológica de nossos dias.

Esta dissertação versa sobre o ensino de Sequências e Séries na educação básica. A questão é entender em que medida o uso da Teoria dos Registros de Representação Semiótica se mostra favorável à criação de atividades que sejam propícias à aprendizagem dos alunos. Foram elaboradas dez atividades sobre Sequências e Séries e foi feita uma aplicação de quatro destas atividades com alunos de 1a série do ensino médio. Com esta aplicação, procurou-se buscar evidências de que o uso de diversos registros de representação semiótica favorecem a aprendizagem dos alunos em Matemática. Como escopo secundário, buscamos também investigar a concepção de infinito que os alunos manifestaram durante a aplicação das atividades. Antes, porém, buscamos na história da Matemática diferentes maneiras de como filósofos e matemáticos concebiam e utilizavam o infinito. Visto que Sequências e Séries também são assunto tratados no ensino superior, foram abordadas algumas dificuldades de transição ensino básico/ensino superior tendo em vista diferenças culturais entre os dois níveis de ensino. Concluímos que o uso de materiais concretos para representação de objetos matemáticos se mostrou favorável à compreensão dos alunos e a concepção de infinito dos alunos está predominantemente ligada a ideia de infinito potencial. / The subject of this research is about teaching and learning sequences and series in primary education. The research question is to understand how favorable is the use of the theory of semiotic representation registers to create activities that help students to learn. Were created ten activities about sequences and series and four of these were chosen to be used in a classroom with 1st year students of a secondary school. By observing these activities being used in classroom, evidences were searched to evaluate if including different semiotic representation registers facilitates student\'s learning on mathematics. As a secondary aim, the student\'s infinity conception is investigated in the classroom. We also researched mathematics\' history to find different conceptions adopted by philosophers and mathematicians on infinity. As sequences and series are also studied in college, some transition difficulties (from High School to College) were discussed considering cultural differences between the two educational levels. It was concluded that concrete teaching materials to the students\' comprehension and the students\' concept of infinity is mainly linked to potential infinity.

Amparados no desenvolvimento da noção semiótica de estilo com a operacionalização da noção de éthos proposta por Discini (2004b), buscamos evidenciar nosso ponto de vista que procura expandir os desenvolvimentos ora apresentados, mediante a proposição de uma revitalização da retórica, associando-a ao ponto de vista tensivo da semiótica. Nessa direção procuramos agregar a noção de estilo enquanto éthos, tom de voz, caráter e corporalidade depreensível de uma totalidade de discursos (Discini, 2004b), ao ponto de vista tensivo proposto por Zilberberg (2006a) em referência às noções de estilo ascendente e descendente estabelecidas pelo autor. Pretendemos, dessa forma, delinear de forma mais abrangente o modo de presença dos enunciados enfeixados pelo discurso de divulgação religiosa e, por conseguinte, do próprio discurso religioso. A partir da observação das recorrências dos mecanismos de construção do sentido dos enunciados reunidos por meio desta tese procuramos estabelecer uma distinção entre os três níveis de práticas no que concerne ao discurso religioso: a) discurso fundador; b) discurso de fidelização religiosa; c) e discurso de divulgação religiosa. Propomos delinear uma tipologia dos discursos de divulgação religiosa, relacionando-a aos diferentes modos segundo os quais se processualiza o paradigma da crença preconizado por Zilberberg (2006a). Destacamos o caráter inovador da tipologia proposta, na medida em que a realizamos, tendo por princípio o enunciatário almejado por tais discursos. Procedemos, assim, ao estabelecimento de cinco cenas enunciativas diferenciadas: a) divulgação religiosa especializada; b) divulgação religiosa instrucional; c) discurso de conversão social; d) divulgação religiosa propagandista; e) divulgação religiosa midiática. Nosso trabalho espera contribuir com as perspectivas contemporâneas de retorno em direção à retórica mediante o estudo dos discursos de fundação, de fidelização e de divulgação religiosa, com o exame da própria esfera de circulação do sentido religioso, ou seja, com reflexões a respeito do discurso religioso, como enunciado, enunciação, éthos, estilo e aspecto. / Our aim in this thesis is to show our point of view that seeks to expand the developments presented here, by proposing a revival of rhetoric and association, associating these ideas to the tensive point of view of semiotics. Our work is supported by the development of the Semiotic sense of style with the operationalization of the notion of ethos proposed by Discini (2004b). In this direction we seek to add the notion of ethos as style, tone, voice, character and corporeality which can be understood as a totality of discourses (Discini, 2004b), to the tensive point of view proposed by Zilberberg (2006a) in reference to the notions of upward and downward motions style set forth by the author. We propose, therefore, to delineate more fully the manner of presence of the enunciation set out to disseminate religious speech and therefore of their own religious discourse. From the observation of recurrences of the mechanisms of construction of meaning on the statements gathered by this thesis, we seek to distinguish between the three levels of practices with regard to religious discourse: a) founding discourse b) discourse of religious loyalty, c) and dissemination of religious discourse. We propose to outline a typology of dissemination of religious discourses, relating it to the different ways in which the paradigm of belief is processed according to Zilberberg (2006a). Wed like to highlight the innovative character of the proposed typology, as it has in principle to carry out the enunciatee pursued by such discourses. We proceed thus to the establishment of five different enunciative scenes: a) religious promotion specialist b) instructional religious promotion c) speech aiming at social conversion d) religious promotion aiming to advertize e) religious promotion media. Our work tries to contribute to the contemporary perspectives of return toward the Rhetoric study based on foundation speeches, religious loyalty and promotion by examining one\'s own sphere of circulation of the religious sense, that is, with reflections on the religious discourse , as stated, enunciation, ethos, style and appearance.

O objetivo desta pesquisa foi estudar a tensão entre manter um posicionamento de marcas ou atualizá-lo de acordo com as possíveis alterações no âmbito do contexto social. Na administração de marketing é prática manter certo posicionamento na comunicação com o intuito de mostrar consistência nas mensagens publicitárias. Entretanto, observa-se que as rápidas e constantes mudanças nos valores da sociedade vêm desafiando o gestor da marca a buscar compreender a dinâmica dos significados que circula entre os indivíduos, e como ela influencia na imagem da marca. O método utilizado para verificar uma dinâmica no posicionamento de marcas na comunicação, foi a análise semiótica das campanhas publicitárias do EcoSport, desde o seu lançamento até a sua última modificação em 2007. A escolha de um automóvel como objeto para verificar a dinâmica do posicionamento de marca se deu pela complexidade de sua comunicação, bem como pelos atuais conflitos ambientais que essa mercadoria vem sendo alvo. Os resultados obtidos confirmam uma necessidade de atualização dos conceitos fundamentais do posicionamento de marca, porém sugerem alguns limites nessas mudanças, levando em consideração os quatros quadrante de valorização de consumo de Jean-Marie Floch. No processo de elaboração desta pesquisa, mais uma vez, verificou-se a contribuição valiosa da semiótica como ferramenta indispensável para o administrador da marca. / This paper have had as main objective understand the tension between to keep or to move the brand positioning according to the probable changes in the social context. In the marketing administration world is current to keep the main concept in the positioning in order to show consistency in all marketing messages. However, is possible to see that constantly and fast changes have been challenging the brand manager to understand the meanings dynamism that act in the market, and how can it influence the brand image. The methodology used to verify the dynamics of the brand positioning in the communication process was the semiotic analysis of the EcoSport advertising campaign, since its launch till its last face-lift in 2007. The reason to choose an automobile as the object to verify the brand positioning dynamics was due the communication complexity as well as to the environmental conflicts that this merchandise has been suffering lately. The results confirm the necessity that brand positioning main concepts has to be up-dated frequently, following the changes in the social context. However, these changes have some limits. The changes are limited by the boundaries of the Jean-Marie Floch consumption valorized square. During this research, once more, could be demonstrated the semiotic contribution for the brand manager.

Processos de análise da imagem gráfica: um estudo comparativo da publicidade de moda. Esta pesquisa que tem como principal objetivo analisar comparativamente anúncios publicitários impressos de moda1 nacionais e internacionais com a intenção de entender seu processo persuasivo, os recursos de sedução e de manipulação. Para atingir este objetivo, resgataremos algumas das principais propostas de análise da imagem na publicidade impressa e contribuiremos com uma sugestão para um novo modelo que segue a trajetória da percepção da imagem à ação esperada do leitor modelo incluindo considerações sobre a campanha em que o anúncio examinado está inserido e o seu contexto. Para demonstrar o modelo de análise proposto analisaremos três anúncios de marcas de artigos de vestuários ligadas ao segmento do jeanswear. / Graphic image analysis processes: a comparative study of fashion advertising. The main objective of this survey is to undertake comparative analyses of domestic and international fashion2 ads aiming to understand both their persuasive processes and their seduction and manipulation resources. To achieve this objective, we will rescue a few of the main image analysis proposals in advertising in print and contribute with a suggestion for a new model that ranges from image perception to the readers expected course action, including considerations on the campaign in which the ad under analysis is inserted and its context. To demonstrate the proposed study model, we will analyze three jeanswear article ads.

Propõe-se, neste trabalho, averiguar o papel que os escritos bíblicos desempenham na construção e na sustentação das principais ênfases da obra de Machado de Assis. Dois princípios constituem o guia teórico desta investigação. O primeiro refere-se à noção bakhtiniana de polifonia e a seus desdobramentos, constantes nos termos intertextualidade e interdiscursividade. A noção de contrato semiótico (Fiorin, 2003) é o segundo. Conceitos auxiliares serão pontualmente utilizados, como o de sátira menipeia, que terá base em autores como Griffin (2005), Sá Rego (1989) e Óliver (2008). A juventude de Machado caracterizou-se por uma atividade liberal de razoável envergadura. Charles Ribeyrolles e Renan foram influências decisivas para a consolidação dessas convicções. Essa tendência destaca a presença da Bíblia, evocada como fonte dos princípios que defendia. A portentosa obra de ficção, desde suas primeiras manifestações, testemunha grande fascínio pela Escritura, sob diversas formas. Uma delas foi a retomada de mitos bíblicos, que servem de vínculo para aproximação entre os eventos originários e os acontecimentos comezinhos do dia a dia em que ocorre ressignificação das narrativas míticas. Esse olhar para o passado, guiado pela Bíblia, ajusta-se à ênfase machadiana na eterna mesmice do drama humano. Temas sapienciais aparecem invariavelmente diluídos nos escritos machadianos. A sabedoria tem seu lugar de destaque, com Eclesiastes e Jó. Também os escritos bíblicos são aplicados à reinterpretação de temas caros aos seres humanos. Isso é feito com liberdade de quem tem elevado tino ficcional. Machado joga com palavras e expressões, torce, retorce e distorce sequências linguísticas e narrativas para, dando a elas um lustro diferente, projetar novos e relevantes sentidos. Machado, além de temas bíblicos, serve-se de personagens e eventos diversos, de forma livre, para ressiginificá-los, quase sempre em dissonância com a tradição religiosa e teológica. O amparo teórico bakhtiniano e a noção de contrato semiótico ajustam-se à análise desse diálogo frutífero com as fontes bíblicas, sob a motivação estética da crise da representação presente nos escritos machadianos. / It is intended, in this work, to investigate the role that the biblical writings play both in the constructions and in the support of the main emphasis of Machado de Assiss work. Two principles constitute the theoretical guide of this investigation. The first is Bakhtins notion of polyphony and its unfoldings, constant in the terms intertextuality and interdiscursivity. The notion of semiotics contract (Fiorin, 2003) is the second. Other auxiliary concepts will be punctually used, such as the Menippuss satire, which will have grounds in authors like Griffin (2005), Sá Rego (1989) and Óliver (2008). Machados youth was characterized by a liberal activity of reasonable capacity. Charles Ribeiyrolles and Renan were decisive influences for the consolidation of these convictions. This tendency highlights the presence of the Bible, evoked as the source of principles that he defended. The prodigious work of fiction, since its first manifestations, bears witness to his great fascination towards the Scriptures, in several ways; one of them was the recapture of biblical myths, which acts as a link for the closeness between the native events and the plain day-to-day occurrences in which the resignificance of the mythical narratives take place. This look towards the past, guided by the Bible, suits well with the machadian emphasis in the eternal monotony of the human drama. Sapiential themes appear invariably diluted in the machadian writings. Wisdom has its place of prominence, with Ecclesiastes and Job. Also the biblical writings are applied to the reinterpretation of dear subjects to the human beings. This is done with the freedom of one who has a great fictional tact. Machado plays with words and expressions. He twists, contorts and distorts linguistics sequences and narratives, giving them a different brightness thus projecting new and relevant meanings. Machado, besides biblical themes, makes use of characters and several events, in a free way, to resignify them, almost always in dissonance with the religious and theological tradition. The bakhtinian theoretical support and the notion of semiotic contract fits with the analysis of this fruitful dialogue with the biblical sources, under the esthetical motivation of the crisis of the representation which is present in the machadian writings.

The aim of this study was to examine how the Swedish magazine King represent masculinity in its personal portrait. We have used image analysis with semiotic multimodality about the representation of masculinities in the Swedish magazine King. We have, in this study, been using six personal portrait in our analysis. We have been studying the first and the last picture in the person portraits and also the first pictures interacting with the headline.   To help answer our issue, we asked ourselves the following questions: How does the image and title interact on the front page of the personal portrait? What is the dominant representation of masculinity in King? What variations of masculinities can be found in King?   The result we have found is that King choose to portray the men shown in the personal portraits like men in a position of power. This certain power has been manifested in different ways, such as in violence, comics and other elements. The dominant masculinity we found in our personal portrait was the hegemonic were only one man was not included in the hegemonic masculinity.

The aim of this thesis is to study the conditions surrounding young students’ text production in the subject of History. The study, which was performed within a class in grade 4, describes a project where the students produced individual books about the Middle Ages. The study analyzes the educational resources that the students were offered to produce a chapter on the Black Death and how nine students made use of these resources in their texts. Three resourses were analyzed: the teachers’ oral storytelling, the instructions and the designated chapter in the textbook. The material, which was collected through an ethnographic approach with participant observation and interviews, consists of field notes, films, photographs, student texts and teaching materials. The resources were analyzed through sociocultural and socio­semiotic methods. The results show that the oral communication is dominated by the teachers’ storytelling which is perceived as interes­ting and engaging by the students. This is especially true for the dramatized parts that seem to have a potential for providing a deep contextualization of the content. However, the students opportunities to formulate and discuss the content before producing their own texts are limited. The history textbook provides subject-specific knowledge as well as typical features of school history texts, but as the text is mainly processed individually the students are not made aware of this. The results indicate that both the students and the teacher perceive the project as an exercise in writing and that the content subsequently appears to be secondary. This is likely due to the fact that the instructions are general writing instructions rather than content-based or subject-specific. The texts produced by the students show a variation in length, number of headlines, images, and use of resources (written and oral, or just written). The instructions urge the students to retell the designated text ”in their own words" and explicitly forbid copying. The results show that the instruction is perceived in two different ways. Five students use the textbook as their main resource avoiding copying by developing various strategies such as exchanging or skipping words, summarizing paragraphs or combining chunks of existing sentences into new ones. Four students take a different approach and base their texts mainly on the oral storytelling, which might be seen as an example of retelling in one’s own words. The existence of two different strategies can be explained by the fact that the resources are part of two simultaneous but contradictory aspirations: the oral classroom practice which maximizes engagement and the pursuit of empathy and the written practice which aims at critical training where source awareness and avoidance of copying are stressed as important. Since there are few links between the two classroom practices the students are put in a position where they have to transform either the text book or the oral story into a new text. Previous research shows that learning in History is promoted by the ability to generalize and understand the connection between events, the ability to draw conclusions from multiple sources and the ability to relate to the content with historical empathy. Writing and text production in History therefore need to take account of the subject specific ways of communicating and creating knowledge. The results from this study also underline the importance of using and recognizing semiotic resources such as images and drama as an important part of young students’ learning in History.

Fondée sur trois séjours d’enquête ethnographique, cette recherche propose une analyse du système social de communautés rurales non indiennes de l'Amazonie péruvienne. Durant les années 1920, après l'effondrement de l'économie du caoutchouc et afin d'échapper à la domination des patrons latifundistas, un petit nombre de familles décident d'aller s’installer sur la partie haute de la rivière Momón (Alto Momón), un sous-affluent de l’Amazone, à proximité d’Iquitos. Sans aucune concertation préalable, en occupant l’espace alors dépeuplé de l’Alto Momón, ces « pionniers » saisissent l’opportunité d’inaugurer un mode de vie singulier combinant l'autosubsistance, l'échange marchand urbain et le travail saisonnier d'extraction du bois. Dans cette configuration, en étant à la fois proches du marché d’Iquitos mais relativement autonomes par rapport aux contraintes structurelles de la société capitaliste, les habitants de l’Alto Momón vont élaborer et rendre pérenne un système social alternatif aussi bien de l'univers urbain que de celui des autochtones amérindiens proches. Si au départ, ces nouveaux occupants n'entretiennent entre eux que de simples rapports de voisinage, aujourd’hui, près d’un siècle plus tard, ils se sont organisés en communautés acéphales et égalitaristes fondées sur un usage communautaire original des modes de communication (en langue espagnole). La thèse présente la genèse historique de ces communautés pour décrire et analyser ensuite leurs institutions et leurs pratiques matérielles. / This research, based on three ethnographic fieldtrips, analyses the social system of rural non-Indian communities in Peruvian Amazonia. During the 1920s, a few families decided to settle down on the higher part of the Momón river (Alto Momón), a sub-affluent of the Amazone, close to Iquitos, after the collapse of the rubber industry. Those “pioneers” occupied depopulated Alto Momón, without preliminary consultation, and took the opportunity to create a specific life style, which combines subsistence farming, urban economic exchanges and seasonal work for wood extraction. With this specific configuration (being close to the Iquitos market but relatively autonomous from the structural constraints of capitalism) the dwellers of Alto Momón created an alternative social system, which they managed to reproduce in the long run. This system departs both from the urban world and from the neighboring autochthonous Amerindian communities. At first, those new dwellers were only neighbors, but one century later, they are organized as acephalous and egalitarian communities, with an original communitarian use of communication (in the Spanish language). This dissertation presents the historical genesis of those communities, and then describes and analyses their institutions and material practices.

Abstract The aim of this doctoral thesis is to study culture bound translation phenomena in translations from Finland-Swedish to German. The data consists of Tove Jansson’s Sommarboken and Bildhuggarens Dotter and Kjell Westö’s collection of short stories Lugna Favoriter and the German translations of these books. The general aim of the analysis is to identify the strategies used by the translators to translate different cultural phenomena. Moreover, the consequences of the strategies are dealt with on a pragmatic level. In addition, the aim is to study whether it is easier to translate a Finland-Swedish book into Finnish than into German from the cultural point of view. Semiotics, the science of signs, relations and meanings of signs is an important tool in this doctoral thesis. Translation can be understood not only as a translation of a written text A into a written text B but also in a wider meaning. In addition, the cover of a book and different cultural phenomena can be translated. This point of view is visible, for example, in the semiotic analysis of four bookcovers. The analysis shows that the translators use nine different adaptation strategies. There are also six types of non-adaptation. The adaptations used by the translator, the context and the semiotic space of the reader of the target culture are the factors which have an influence on the level of understanding the target text. It also becomes evident that the more different the target culture is from the source culture, the harder it is to translate from the cultural point of view. / Abstrakt Föreliggande avhandling har som syfte att undersöka kulturellt bundna översättningsfenomen vid översättning av skönlitteratur från finlandssvenska till tyska. Materialet jag valt är Tove Janssons Sommarboken och Kjell Westös novellsamling Lugna Favoriter och verkens översättningar till tyska. Det övergripande målet i analysen är att kasta ljus över de strategier som översättarna använder vid översättningen av olika kulturella fenomen. Dessutom behandlas konsekvenserna av dessa strategier på pragmatisk nivå. Det gäller också att studera om ett finlandssvenskt verk ur kulturell synvinkel är lättare att översätta till finska eller till tyska. Semiotiken som är vetenskapen om tecken, teckenrelationer och teckens betydelser är då ett viktigt arbetsredskap. Översättning anses i föreliggande avhandling inte bara vara översättning av skriven text A till skriven text B, utan översättning har här en bredare betydelse. En pärm eller ett kulturellt fenomen kan också överföras. Denna uppfattning kommer till synes t.ex. i den bildsemiotiska analysen av fyra bokpärmar. Av analysen framgår att översättarna använder nio olika adaptationsmetoder. Det finns sex olika typer av icke-adaptationer. Kontext, översättarens adaptationer och den målkulturella läsarens semiotiska rum är de faktorer som påverkar läsarens förståelsenivå av måltexten. Det visar sig också att ju längre borta målkulturen är från källkulturen, desto svårare blir en översättning ur kulturell synvinkel.