En av turismnäringens största byggstenar är event. Det är en bransch som ständigt utvecklas och växer. Detta gör att event är känsliga för trender och ständigt måste arbeta för att förnya sig och skapa attraktion till sina besökare. Det är av stor vikt för eventmangagers att skapa attraktionsstrategier för att bibehålla ett events attraktionskraft samt definiera vilken kategori av event som ska planeras. Det finns många olika kategorier av event och i den här studien kommer ett publikt och ett icke-publikt event att studeras. Studiens syfte är att bidra med förståelse för vilka attraktionsstrategier som används för att attrahera besökare för eventen Melodifestivalen och Årets Kock. Genom att få ökad förståelse för eventens strategier kunna urskilja likheter och skillnader mellan ett publikt och ett icke-publikt events attraktionsstrategier. I studien har en kvalitativ metod med en kombination av induktiv och deduktiv forskningsansats använts då författarna eftersökt en djupare förståelse och jämfört den insamlade datan mot tidigare forskning och teorier. Datainsamlingen har skett genom semi-strukturerade intervjuer och textanalys för att också undersöka om beskrivna strategier går att identifiera på sociala medier och internet. Studiens slutsats är att det är viktigt för eventmanagers att definiera vilken kategori eventet tillhör samt syfte och målgrupp. Relevanta strategier är att skapa en dramaturgi som tilltalar målgruppen och skapar spänning och intresse samt att det finns en interaktion mellan eventet och publiken. / One of the most essential parts of the tourism industry's are events. It is an industry that is constantly evolving and growing. This means that the event is susceptible to trends and continually need to work to develop and create attraction to its visitors. It is of great importance to create attraction strategies to maintain the attractiveness of events and define what category of events to be planned. There are many different types of events, and in this study a public and non-public event will be studied. The study's aim is to contribute to the understanding of the attraction strategies used to attract visitors for Melodifestivalen and Årets Kock. By gaining greater understanding of the event's strategies accordingly to contribute to determine the similarities and differences between a public and non-public events attraction strategies. The study has a qualitative approach with a combination of inductive and deductive research approach, used in which the authors sought a deeper understanding and compared the data collected from previous research and theories. Data has been collected through semi-structured interviews and text analysis to also examine whether described strategies can be identified on social media and the Internet. The study concludes that it is important for event managers to define the category of the event, purpose and audience. Key strategies are to create an event dramaturgy that appeals to the target audience and create excitement and interest, and that there is an interaction between the event and the audience.

Abstract Culture Creative Products have created economical value for cultural industries; they are the vehicle to pass on the cultural connotations, moreover, the integrated marketing communication are the best way to push culture creative products to achieve synergy. The marketer not only must develop good products, offer best service, set reasonable price, choose appropriate channels, but also must make all kinds of effective communication with the customers, wholesalers, and general public through all kinds of communication tools. There are various communication tools with different advantages and disadvantages and characteristics, one of the main purposes of this research is how marketers apply different communication tools under different circumstances to get the most effective integration so as to give the customers precise and consistent information and to achieve the maximum marketing communication effects. This research has taken Anping Sword-Lion Square as object to investigate the application of the marketing communication tools on culture creative products; also, through the in-depth interview with professionals and the first-hand data collected from marketing communication tools on the past with the theory and steps of integrated marketing communication: IMC to find out that there had no overall marketing plan and marketing steps, neither the target audiences. After many years of operation, they not only did not strengthen up the existed relationships with the customers on execution of marketing, but also ignored the unlimited effects of Internet on marketing promotion as well as the impact of developing the potential customers, nor did they set up the budget and the assessment of communication effects afterwards. Therefore, this study has aimed at the various finding on above to offer the following suggestions to Anping Sword-Lion Square: 1. To integrate all kinds of communication tools to strengthen up information integration and consistency. 2. To make sure the target audience and the market. 3. To establish a financial budget. 4. The marketing personnel must get involved in IMC. 5. To build up the customer awareness value and to create product differentiation and brand image. As for the future research direction, it is hoped to promote the Anping Sword-Lion as a symbol of guardian of Taiwan to cover a wider and diversified range of study. To achieve the goal, it not only must increase the visibility on international market, but also to coordinate between the tourism and culture creative industries, and to integrate them with all kinds of marketing communication tools to get the consistency and clear synergy.

Submitted by Aelson Maciera (aelsoncm@terra.com.br) on 2017-10-11T18:42:44Z No. of bitstreams: 1 DissSVSJ.pdf: 2512800 bytes, checksum: 014a2c9a18ba0d901a0655502ab2a598 (MD5) / Approved for entry into archive by Ronildo Prado (producaointelectual.bco@ufscar.br) on 2017-10-11T19:24:20Z (GMT) No. of bitstreams: 1 DissSVSJ.pdf: 2512800 bytes, checksum: 014a2c9a18ba0d901a0655502ab2a598 (MD5) / Approved for entry into archive by Ronildo Prado (producaointelectual.bco@ufscar.br) on 2017-10-11T19:24:29Z (GMT) No. of bitstreams: 1 DissSVSJ.pdf: 2512800 bytes, checksum: 014a2c9a18ba0d901a0655502ab2a598 (MD5) / Made available in DSpace on 2017-10-11T19:29:48Z (GMT). No. of bitstreams: 1 DissSVSJ.pdf: 2512800 bytes, checksum: 014a2c9a18ba0d901a0655502ab2a598 (MD5) Previous issue date: 2017-02-07 / Conselho Nacional de Desenvolvimento Científico e Tecnológico (CNPq) / Fundação de Amparo à Pesquisa do Estado do Amazonas (FAPEAM) / Brazilian educational legislation has advanced in the sense of offering access to education to groups that were once excluded from school spaces. At the same time, the contemporary school is still structured to serve students with disabilities in education systems. Thus, the present study aimed to analyze the municipal policy of Special Education and the offered services to students that are Target Audience of Special Education (TASE) in the municipality of Manaus. This study has a descriptive-analytical delineation, of a qualitative approach, in which four teachers from the municipal public education system and a representative of the Special Education Management participated. The data were collected through semi-structured interview scripts and a Protocol for Documentary Analysis of Public Policies in Special Education. It was consulted data from the Brazilian Institute of Geography and Statistics (IBGE), the National Institute of Studies and Educational Research Anísio Teixeira (Inep) and the Municipal Secretariat of Education (Semed). The collected data in the interviews were analyzed by means of elaboration of categories, counting on the appreciation of three judges to guarantee the reliability of the analysis performed. In the process of categorization of the deriving data from the documentary analysis, aspects were listed on what is prescribed in official documents and what is legitimized in school routine. As results, it has been observed in recent years a boost in the number of TASE students in the municipal school network. It was verified that the referral of these students to multifunctional resource rooms and special classes is carried out by the Special Education Management, through the evaluation of a multidisciplinary staff of the Municipal Complex of Special Education. Participants indicated that there is a proposal for insertion of goals and strategies for the Specialized Educational Assistance (SEA) in political-pedagogical projects and that make curricular adaptations. The results point to a restructuring of the Special Education policy in the sense of presenting guidelines for the enrollment of these students, for the proposal of specialized services, as well as goals and strategies through the Municipal Education Plan. However, the question of the training of teachers who work with these students, the adequacy of spaces for SEA and the structuring of decent conditions for pedagogical work are presented as challenges to be overcome for the effectiveness of the proposal for school inclusion. It was verified a proposition for continuous training and implementation of multifunctional resource rooms for the expansion of SEA’s offer. Thus, the data showed the importance of the participation of the family, teachers, managers and other professionals of the school to the effectiveness of the school inclusion process. It is expected that, with this study, we can propose a re-dimensioning and evaluation of educational policies to promote the answers to the needs of the TASE students enrolled in the municipal public education network. / A legislação educacional brasileira avançou no sentido de oferecer o acesso à educação aos grupos que outrora foram excluídos dos espaços escolares. Ao mesmo tempo, a escola contemporânea ainda se estrutura para atender aos estudantes com deficiência nos sistemas de ensino. Dessa forma, o presente estudo objetivou analisar a política municipal de Educação Especial e os serviços ofertados aos estudantes Público Alvo da Educação Especial (PAEE) no município de Manaus. Este estudo possui um delineamento descritivo-analítico, de abordagem qualitativa, do qual participaram quatro professores da rede pública municipal de ensino e um representante da Gerência de Educação Especial. Os dados foram coletados por meio de roteiros semiestruturados de entrevista e de um Protocolo para Análise Documental de Políticas Públicas em Educação Especial. Foram consultados dados do Instituto Brasileiro de Geografia e Estatística (IBGE), do Instituto Nacional de Estudos e Pesquisas Educacionais Anísio Teixeira (Inep) e da Secretaria Municipal de Educação (Semed). Os dados coletados nas entrevistas foram analisados por meio de elaboração de categorias, contando com apreciação de três juízes para a garantia da fidedignidade da análise realizada. No processo de categorização dos dados oriundos da análise documental foram elencados aspectos sobre o que é prescrito nos documentos oficiais e o que se legitima no cotidiano escolar. Como resultados, observou-se nos últimos anos um crescimento do quantitativo de estudantes PAEE na rede pública municipal de ensino. Verificou-se que o encaminhamento desses estudantes às salas de recursos multifuncionais e classes especiais é realizado pela Gerência de Educação Especial, por meio de avaliação de uma equipe multidisciplinar do Complexo Municipal de Educação Especial. Os participantes sinalizaram que há uma proposta de inserção de metas e estratégias para o Atendimento Educacional Especializado (AEE) nos projetos político-pedagógicos e que realizam adaptações curriculares. Os resultados apontam uma reestruturação da política de Educação Especial no sentido de apresentação de diretrizes para a matrícula desses estudantes, para a proposição de serviços especializados, bem como metas e estratégias por meio do Plano Municipal de Educação. Entretanto, a questão da formação dos professores que atuam com esses escolares, a adequação dos espaços para o AEE e a estruturação de condições dignas para o trabalho pedagógico apresentam-se como desafios a serem superados para a efetivação da proposta de inclusão escolar. Verificou-se uma proposição de formação continuada e implantação de salas de recursos multifuncionais para a expansão da oferta do AEE. Assim sendo, os dados sinalizaram a importância da participação da família, dos professores, gestores e demais profissionais da escola para a efetivação do processo de inclusão escolar. Espera-se que com esse estudo possamos propor redimensionamento e avaliação das políticas educacionais para a promoção de respostas às necessidades dos estudantes PAEE matriculados na rede pública municipal de ensino.

Submitted by Stephânia Cottorello Vitorino null (13874913856) on 2016-09-23T14:20:32Z No. of bitstreams: 1 vitorino_sc_dr_arafcl.pdf: 2618647 bytes, checksum: b8d8ea3d22f7216071546d5dc97d6c37 (MD5) / Approved for entry into archive by Juliano Benedito Ferreira (julianoferreira@reitoria.unesp.br) on 2016-09-26T19:23:09Z (GMT) No. of bitstreams: 1 vitorino_sc_dr_arafcl.pdf: 2618647 bytes, checksum: b8d8ea3d22f7216071546d5dc97d6c37 (MD5) / Made available in DSpace on 2016-09-26T19:23:09Z (GMT). No. of bitstreams: 1 vitorino_sc_dr_arafcl.pdf: 2618647 bytes, checksum: b8d8ea3d22f7216071546d5dc97d6c37 (MD5) Previous issue date: 2016-07-27 / O propósito central desta tese de doutorado foi investigar como vem sendo realizada a avaliação da aprendizagem, dentro de um contexto de “escola para todos”, fazendo uma análise dos processos avaliativos que permeiam a educação dos alunos público alvo da educação especial (P.A.E.E), mais especificamente aqueles com Deficiência Intelectual. O principal objetivo foi desvelar a percepção que as professoras das salas comuns e das salas de recurso da rede municipal do interior paulista têm a respeito da avaliação como instrumento norteador de seu trabalho pedagógico, bem como as práticas de avaliação que vem desenvolvendo e as condições efetivas para uma prática mais formativa no cotidiano escolar. O estudo concentrou-se nas disciplinas de Língua Portuguesa e Matemática, nas classes do fundamental I, em duas escolas do Município do interior paulista, selecionadas como inclusivas por ter em seu quadro professores habilitados. O referencial teórico utilizado partiu de um levantamento em banco de teses e dissertações sobre o tema em questão, artigos científicos e também pesquisa bibliográfica. A opção metodológica foi pela abordagem qualitativa, envolvendo análise documental, observação dos processos avaliativos nas salas de recurso e questionários, utilizados para obter registros escritos dos professores das salas regulares e dos especialistas das salas de recurso. A análise documental incluiu análise dos documentos emanados dos órgãos superiores e dos documentos produzidos no interior da escola, em particular o projeto político pedagógico e os portfólios. Dentre os resultados apontados pela pesquisa destaca-se que a avaliação da aprendizagem com o aluno público alvo da educação especial, com deficiência intelectual, no interior da escola, precisa ser reconfigurada dentro de parâmetros flexíveis, com adaptação de conteúdos e instrumentos diversificados. Percebeu-se que quando houve avaliação mediada pela professora os alunos demonstraram maior compreensão e reflexão. O instrumento de avaliação “portfólio” conseguiu fornecer informações relevantes sobre o desenvolvimento dos alunos e levar a reflexões contínuas, no sentido de acompanhar a trajetória do aluno tornando-se um instrumento valioso no processo de avaliação formativa e aprendizagem com os alunos público alvo da educação especial, porém com necessidade de oferecer formação às professoras, sobre a elaboração e a organização do instrumento. Os resultados indicam que existe realmente um descompasso do que é proposto em uma escola inclusiva e uma educação efetiva, o que tem impossibilitado o real desenvolvimento dos alunos P.A.E.E., dentro das reais possibilidades concretas de seu desenvolvimento. / The main intention of this thesis was to investigate how the evaluation of learning has been performed in the context of education for all, intended analyzing the evaluation process of students’ target group of special education, particularly those with intellectual deficiency. The central objective was to unveil the of teacher’s regular classes and specialist teachers of the resource classes perceptions about assessment as a guiding instrument in their teaching work, as well the assessment practices they used and the effective institutional conditions that allow a more formative assessment in the school routine. The subjects studied were Portuguese Language and Mathematic, in classes of two elementary schools in a small city of the State of São Paulo, selected as inclusive schools for having qualified teachers. The theory framework was drawn from relevant revision of the literature the area of evaluation and assessment of disadvantage students. The option was for a qualitative study involving documental analysis, observation of assessment process at the resource classes and questionnaires, applied to teacher’s regular classes and specialist teachers of the resource classes. The documental analysis included analysis of the official’s documents from government and schools documents as the political pedagogic project and the portfolios. The results indicated that the learning assessment of the students’ target group of special education, particularly students with intellectual deficiency, need to be reconstructed with more flexible patterns, providing subject matter and assessment instruments adaptation to diversity students. The results indicate that the use of “intervene assessment” improve student’s comprehension and reflection; the portfolio provide relevant information about student’s development and stimulate teacher’s continuing reflections, allowing them to monitoring students’ development, becoming a valuable instrument in the formative process of evaluation with the students’ target group of special education. But it will be necessary to offer training to the teachers on portfolio development and organization. The results indicate that there really is a mismatch between the evaluation process proposed for an inclusive school and the actual practice of assessment at school, which has been prevented the real development of the students’ target group of special education.

The theme of inclusion is considered current, it is in constant improvement and it is extremely important to the educational context of the Special Education target audience. This study approaches the Master's Thesis on the theme - Transversality in the actions of the Special Education: the reality of the Federal Institutes of Education, Science and Technology of Rio Grande do Sul Brazil. The study has as general objective to know which are the transversalities and actions of Special Education in these Institutes. The methodological path corresponded to the application of a questionnaire by means the Google drive tool, a virtual service from Google that allows storage and file synchronization, via online, directed to the coordinators who work with inclusive actions of the Federal Institutes (FIs) investigated. The research was descriptive exploratory in data collection step and analytical qualitative in discussion of the results step. The data were analyzed from the theory of Content Analysis and revealed an initiated work in the field of inclusion which is being gradually carried out. Some campi are already accessible, but there is still a lack of professionals in the field. In addition, awareness and discussion among education professionals need to be effected continuously, allowing the expansion and development of educational transversalities that will serve as a framework of inclusion in FIs. It concludes that the transversalities, identified as practical relations in the educational routine in FIs, are at an early stage. The technical and scientific knowledge of education professionals on the inclusion area is determining the continuity of inclusive features actions, collaborating not only the necessary transversalities, but essentially and consequently on inclusion, learning and attendance of the target audience students of Special Education. / A temática da inclusão é considerada atual, está em constante aperfeiçoamento e é de suma importância para o contexto educacional do público-alvo da Educação Especial. O presente estudo aborda a Dissertação de Mestrado com o tema - Transversalidade nas ações da Educação Especial: a realidade dos Institutos Federais de Educação, Ciência e Tecnologia do Rio Grande do Sul. O estudo tem como objetivo geral conhecer quais são as Transversalidades e ações da Educação Especial nesses Institutos. A trajetória metodológica correspondeu à aplicação de um questionário por meio da ferramenta Google drive, um serviço virtual do Google, que permite armazenamento e sincronização de arquivos, via online, direcionado aos coordenadores que trabalham com as ações inclusivas dos três Institutos Federais (IFs) investigados. A pesquisa foi do tipo exploratória descritiva na etapa de coleta de dados e qualitativa analítica na etapa da discussão dos resultados. Os dados coletados no campo de pesquisa foram analisados a partir da teoria de Análise de Conteúdo e revelaram um trabalho iniciado no campo da inclusão, que está sendo realizado gradativamente. Alguns campi já são acessíveis, mas ainda faltam profissionais na área. Além disso, a sensibilização e discussão entre os profissionais da educação precisam ser efetivadas de modo contínuo, permitindo a ampliação e o desenvolvimento das transversalidades educacionais que servirão como marco da inclusão nos IFs. Conclui-se que as transversalidades, apontadas como práticas de relações no cotidiano educacional nos IFs existem em uma fase inicial. O conhecimento técnico e científico dos profissionais da educação na área da inclusão é determinante na continuidade de ações de características inclusivas, colaborando não só nas transversalidades necessárias, mas essencialmente e consequentemente na inclusão, na aprendizagem e no atendimento dos estudantes público-alvo da educação especial.

As a theme of study, public diplomacy has been at the margins of International Relations and Diplomatic Studies, despite recent increased academic interest. However, studies largely remain descriptive and within the rationalist/realist approach, creating theoretical shortcomings. Furthermore, in practice, new manifestations referred to as public diplomacy, have entered the field. A recent manifestation, the case of US public diplomacy in the ‘war on terror’ is viewed as being propaganda. This campaign has thus challenged existing ideas on public diplomacy. This study postulates that due to the political and academic dominance of the US, this case will have far-reaching theoretical and practical implications. These theoretical shortcomings and new manifestations pose the main research question: What is public diplomacy? Two sub-questions inform this question: How does the US practice public diplomacy? How does US public diplomacy manifest in the ‘war on terror’? A three-step analysis addresses these questions: firstly, a theoretical analysis of the concept public diplomacy with propaganda serving as a counter-reference; secondly, an empirical analysis of US public diplomacy; and, thirdly, a case study of US public diplomacy in the ‘war on terror’. The case study follows two steps, applying a critical approach to reach beyond rationalist premises. The case study has been restricted to information activities of the principal public diplomacy agents and institutions. The theoretical analysis of public diplomacy indicates that, despite the fact that both practices are foreign policy instruments, and that they have common roots and common dimensions that create a public diplomacy-propaganda nexus, public diplomacy is clearly distinguished from propaganda by its diplomatic essence. The analysis has identified criteria distinguishing public diplomacy and propaganda respectively. The empirical analysis of US public diplomacy indicates that it conforms to the theoretical model. However, US public diplomacy is distinguished by its macro level foreign policy projection of exceptionalism and reliance on military power. The first step of the case study, applying criteria for public diplomacy, has revealed that US public diplomacy in the ‘war on terror’ only partially constitutes public diplomacy. The second step, applying criteria for propaganda, has revealed significant evidence of a propaganda campaign. This study therefore concludes that the information activities in the ‘war on terror’ constitute propaganda more accurately. In the light of the negative socio- and geo-political effects of the ‘war on terror’ in the Middle East, this study proposes that academic analysis clearly demarcates public diplomacy from propaganda by means of the principles of diplomacy, and also that policy makers refrain from propagandistic practices in public diplomacy. / Dissertation (M (Diplomatic Studies))--University of Pretoria, 2007. / Political Sciences / M (Diplomatic Studies) / unrestricted

The diploma thesis deals with the marketing communication of the e-commerce selling food and needs for dogs. The thesis is based on the theoretical knowledge on which the analysis is based. Data from the analysis is then processed and interpreted in order to make communication with the target group more efficient and increase the return on investments inserted into individual communication channels.

The increasing trend towards digitalization has resulted in social media marketingbecoming a common practice among companies today. This new trend has openedup new opportunities for SMEs, which typically have less resources than largercompanies. One platform which has become popular amongst businesses isTikTok, and it was therefore of interest to investigate how SMEs are currentlyusing this platform in their marketing strategy. The purpose of this thesis was toinvestigate a number of SME operations in order to understand and suggest howthey can improve their current strategy on TikTok. This thesis is based on previous research on SMEs, consumer behavior, socialmedia marketing, TikTok as a marketing tool, content marketing, viral marketing,and paid advertising. Additionally, a qualitative research approach was usedwhere semi-structured interviews were conducted with a total of elevenrespondents. The respondents consisted of a number of Swedish micro, small andmedium-sized firms from a B2C context currently operating on TikTok. The results of the study indicate that SMEs are present on TikTok due to sellingpurposes, interaction opportunities and because of its large reach. The maincharacteristics of the platform were the personal content, the short format videos,and the young audience. However, despite the growing presence of SMEs onTikTok the study suggests that few have a clear strategy on the platform,indicating a potential need for increased efforts to improve their success.

Children's animated films have held a lasting influence on their audiences since the rise of their popularity in the 1980s. As adults co-view such films with their children Hollywood has had to rewrite the formula for a successful animated children's film. This thesis argues that a main factor in audience expansion is adult humor. The results show that children's animated films from 2002-2013 are riddled with many instances of adult humor while earlier films from 1982-1993 use adult humor sparingly. It is clear that over the years the number of adult humor occurrences has consistently increased. Furthermore, this research shows that adult male roles consistently deliver the adult humor.

La coédition de traductions faites au Québec, puis diffusées sous la marque d’un éditeur français, est une pratique à laquelle ont recours les éditeurs pour accroître le rayonnement de leurs titres. Ces coéditions s’effectuent selon des modalités variées dont l’évolution est parfois imprévisible. Dans le processus, les éditeurs et les traducteurs sont amenés à faire des compromis sur la langue d’arrivée afin de rejoindre les publics cibles outre-Atlantique. En quoi consistent ces compromis? Sont-ils terminologiques, lexicaux, culturels ou purement subjectifs? Comment sont-ils perçus par les traducteurs et les éditeurs? Ce mémoire explore ces questions par le biais de quatre études de cas de coéditions de traductions par des éditeurs et des traducteurs littéraires du Québec. L’analyse montre que ces compromis, qu’ils soient ou non culturels, affectent peu la qualité du français mais qu’ils créent parfois chez les éditeurs et les traducteurs un sentiment de domination culturelle de la part de la France. Ce discours est cependant nuancé par les types de pratiques de coédition et par la position des traducteurs dans la structure de l’édition. Un meilleur encadrement des pratiques de coédition et une valorisation du statut du traducteur dans le champ littéraire pourraient contribuer à atténuer certaines tensions liées à la coédition. / The copublishing of the translated version of literary books in Quebec and then distributed under a French publishing brand, is a practice used by editors to broaden the outreach of their books. The process of copublishing is carried out through various methods which tend to evolve in an unpredictable way : editors and translators make compromises about the target language in order to reach their cross-Atlantic markets. What is the nature of these compromises? Are they terminological, lexicographical, cultural or merely subjective? How are they perceived by translators and publishers? This essay explores these questions through the study of four cases of literary works copublished by publishers and literary translators from Quebec. The analysis demonstrates that these compromises, be they cultural or not, have little impact on the quality of French in the copublishing market, which is often in France. But they sometimes create a feeling of cultural dominance on the part of France. This discourse is however nuanced by the type of copublishing practice and the position occupied by translators within the publishing structure. A clearer framework for copublishing practices and a better status for the translator of literary works would contribute to mitigate some of the tensions related to copublishing.