The aim of this thesis is to analyze the links between various providers of tourism in the locality of Western Šumava. The research is focused on municipalities and selected entities operating in the Šumava National Park, the aim of this work being to evaluate the level of destination management based on cooperation between municipalities or between municipalities and individual actors in tourism. Destination management in the defined area is characterized in more detail by analyzing the activities of individual actors in tourism. This thesis evaluates the influence of provider activity, administrative boundaries, geographical distance and organizational structure on the origins and function of destination management. Levels of cooperation are analyzed by using a questionnaire survey. The result of the work is an evaluation of the importance of various providers based on their degree of inter-cooperation and a proposal for future streamlining the process of destination management for current and emerging destination companies in the western part of the Šumava. Key words: tourism management, network theory, destination, rural tourism, Šumava

This qualitative research has been performed at Saab Dynamics with the purpose to analyze how resources are used in Saab to improve their processes and increase their market share. The theory used is founded in IMP theory with the implication that companies must move their focus from only considering internal resources into using their network. To analyze the different types resources in the network the 4R model has been used and adopted to two different cases at Saab Dynamics. The first case is about Saabs procurement of one of its suppliers, ACAB, and the second case is about a Country Xs procurement of the man-portable air-defense system RBS 70 NG. To gather data about the cases interviews has been performed with employees at Saab as well as other stakeholders. The result from these interviews were then analyzed based on the 4Rs, answering the questions: What Products are involved in the product development?  Which Production Facilities are involved in the product development? Which Business Units are involved in the product development? What Business relationships are involved in the product development? Once the resources were analyzed and compared to separately, the following question was answered: How have resources been combined to expand and strengthen the network? The result from the research showed that Saab has a great focus on its suppliers and how they should structure the network for the best potential end-result. In the first case, the procurement resulted in factors such as shorter lead-times, smoother processes and better quality products. The second case showed that Business Relationship resources such as trust played a great part in the procurement. To grow a stronger Business Relationship, Saab used a supplier in Country X which in turn also ended up being a part of the creation of a new innovative component.  The end discussion is about the benefits that the procurement of ACAB and weather this could be used as a way for Saab to expand their network while also gaining more control over the Supply Chain. This is something that goes against modern-day literature which often argue that the opposite often is to prefer. In the end there is also a short ethical section with the aim to examine why people chose to work in an industry like Saab Dynamics. To gather the data a few interviews were made with the end result that the respondents believe that the industry is necessary for the protection of Sweden and that it “is a human right to feel safe”.

Die Netzwerktheorie ist eine wirksame Methode, um die Struktur realer Systeme, z.B. des Klimasystems, zu beschreiben und zu klassifizieren. Der erste Teil dieser Arbeit nutzt diese Diskriminanzfähigkeit um die Ost- und Zentralpazifischen Phasen von El Niño und La Niña mittels eines Index basierend auf der Evaluation zeitlich entwickelnder Klimanetzwerke zu unterscheiden. Nach dem Studium der klimatischen Einflüsse dieser unterschiedenen Phasen verlegt die Arbeit ihren Schwerpunkt von der Klassifikation einzelner klimatischer Schichten auf den generelleren Fall interagierender Netzwerke. Hier repräsentieren die Teilnetzwerke entsprechende Variabilitäten in Ozean und Atmosphäre. Es zeigt sich, dass die Ozean-Atmosphären-Wechselwirkung einer hierarchischen Struktur folgt wobei makroskopische Netzwerkmaße einzelne Atmosphärenschichten bezüglich ihrer Wechselwirkung mit dem Ozean unterscheiden. Der zweite Teil dieser Arbeit untersucht den Einfluss der räumlichen Einbettung von Knoten auf topologische Netzwerkeigenschaften. Hierzu werden Nullmodelle eingeführt, welche zufällige Surrogate eines gegebenen Netzwerks erzeugen, sodass globale und lokale räumliche Eigenschaften erhalten bleiben. Diese Modelle erfassen die makroskopischen Eigenschaften der studierten Netzwerke besser als bisherige Standardmodelle zur Erzeugung von Zufallsnetzwerken. Abhängig von der Performanz der vorgeschlagenen Modelle können gegebene Netzwerke schlussendlich in verschiedene Klassen eingeteilt werden. Die Arbeit schließt mit einer Erweiterung der bisherigen Netzwerkklassifikatoren um eine zweidimensionale Metrik, welche Netzwerke auf Basis ihrer Komplexität unterscheidet. Es wird gezeigt, dass Netzwerke des gleichen Typs dazu neigen in individuellen Bereichen der resultierenden Komplexitäts-Entropie-Ebene zu liegen. Die eingeführte Methode ermöglicht auch die objektive Konstruktion von Klimanetzwerken indem Schwellwerte gewählt werden, die die statistische Komplexität maximieren. / Complex network theory provides a powerful tool to quantify and classify the structure of many real-world complex systems, including the climate system. In its first part, this work demonstrates the discriminative power of complex network theory to objectively classify Eastern and Central Pacific phases of El Niño and La Niña by proposing an index based on evolving climate networks. After an investigation of the climatic impacts of these discriminated flavors, this work moves from the classification of sets of single-layer networks to the more general study of interacting networks. Here, subnetworks represent oceanic and atmospheric variability. It is revealed that the ocean-to-atmosphere interaction in the Northern hemisphere follows a hierarchical structure and macroscopic network characteristics discriminate well different parts of the atmosphere with respect to their interaction with the ocean. The second part of this work assesses the effect of the nodes’ spatial embedding on the networks’ topological characteristics. A hierarchy of null models is proposed which generate random surrogates from a given network such that global and local statistics associated with the spatial embedding are preserved. The proposed models capture macroscopic properties of the studied spatial networks much better than standard random network models. Depending on the models’ actual performance networks can ultimately be categorized into different classes. This thesis closes with extending the zoo of network classifiers by a two-fold metric to discriminate different classes of networks based on assessing their complexity. Within this framework networks of the same category tend to cluster in distinct areas of the complexity-entropy plane. The proposed framework further allows to objectively construct climate networks such that the statistical network complexity is maximized.

‘Integration’ is often referred to in Swedish policy documents and analyzed by measures of effectivity and structural adjustment, assuming acculturation and essentialization of populations. This thesis explores how integration is practiced and defined within the context of professional adult education for newly arrived immigrants. The main case study focuses on Swedish for Professionals (SFX) and specifically, the Swedish for truck drivers (SFL) program as sites where the lifeworlds of teachers and students emerge as an actor-network of integrative forces. By relying on ethnographic methods including semi-structured interviews and participant observation the informants’ own narrative of entering society surfaces. Actor- network theory and community of practice theory lift the informants’ actions and accounts to assemble a community of integrators located within a network of integration. Tracing the voices, actions and interactions of the participants at SFX and SFL in particular, results in a contextual version of integration that relays their subjective experiences and explains the social and material processes involved in them ‘coming into society.’ The lived-in experiences of integration offered in this thesis both compares and contrasts to forms of integration offered in political and scholastic discussions.

Hållbarhet är ett ämne som konstant är på dagens agenda. Många länder gör idag omställningar föratt nå de uppsatta klimatmålen inom FN, EU och på en nationell nivå. Gotland Grönt Centrum är enaktör på Gotland som genom sitt projekt “Ökad livsmedelsförädling” drar sitt strå till stacken för att ökaden hållbara utvecklingen på ön. Gotland Grönt Centrum vill öka kunskapsspridningen ochinnovationsgraden inom den gotländska livsmedelsförädlingsindustrin genom att upprätta enFacebooksida där aktörer kan mötas. Forskningsfrågan för uppsatsen är därför fokuserad på hurkommunikationen bör se ut för att nå de uppsatta målen i GGC:s projekt. Genom en kvalitativ studieämnar denna uppsats besvara forskningsfrågan genom teorier om social network theory,sensemaking, strukturella hål med flera för att sedan mynna ut i en slutsats. Genom en kodning avempirin kunde analysen visa flera aspekter som är vitala för att GGC ska kunna föra en framgångsrikkommunikation för att nå sina mål. Svaret blev att genom att arbeta med sensemaking för att formasitt budskap efter målgruppen kan engagemanget gentemot projektet öka. Detta kan leda till eninstitutionalisering och gemensam förståelse, vilket kan leda till framtida samarbeten mellan aktörer.Innovationsgraden kan dessutom öka ifall GGC antar en roll som länk och gränsöverskridare inomnätverket för att överbrygga strukturella hål och således få in ny information i flödet. / Sustainability is a topic that is constantly on the agenda of today. Many countries today are makingadjustments to achieve the set climate goals within the UN, the EU and at a national level. GotlandGrönt Centrum is an regional actor on Gotland, which through its project "Increased food processing"aim to increase the sustainable development on the island. Gotland Grönt Centrum wants to increasethe dissemination of knowledge and the degree of innovation within Gotland’s food processingindustry by establishing a platform where players can meet. The research question for the essay istherefore focused on how the communication should be formulated to achieve the set goals in theGGC project. Through a qualitative study, this paper aims to answer the research question throughtheories of social network theory, sensemaking, structural holes, and more, in order to draw aconclusion. Through the coding of the empirical data, the analysis could show several aspects thatare vital for GGC to be able to conduct successful communication in order to achieve its goals. Theanswer was that by working with sensemaking to shape their message according to the target group,the commitment to the project can increase. This can lead to institutionalization and mutualunderstanding, which can lead to future collaboration between actors. The degree of innovation canalso increase if GGC assumes a role as a link and boundary spanner within the network to bridgestructural holes and thus bring in new information in the flow.

A construção institucional das políticas ambientais no Brasil tem como marco inicial a criação da Lei Nº 6938 (1981), que instituiu a Política Nacional do Meio Ambiente. A partir desta lei foi estabelecido um Sistema Nacional do Meio Ambiente Sisnama, criado para organizar os mecanismos para a construção e o funcionamento de uma legislação ambiental no país. O Sisnama foi composto por órgãos setoriais (órgãos estaduais de meio ambiente), um órgão superior (o Conselho Nacional do Meio Ambiente - Conama) e um órgão central executor (Secretaria Especial do Meio Ambiente - Sema). Como órgão superior e deliberativo do Sisnama, o Conama se tornou um campo de negociação ao agregar interesses heterogêneos pelo objetivo de definir um conjunto de resoluções que, ancoradas na lei Nº 6938 (regulamentada pelo Decreto Nº 88351 de 1983), adquiriram força de lei. O referencial teórico-metodológico utilizado para a análise do Conama é a Teoria do Ator-Rede (TAR, ou ANT, em inglês). O presente trabalho tem como objetivo analisar a construção e atuação do Conama, como arena ambiental desde a sua construção até o momento em que foi estabelecido o Ministério do Meio Ambiente (1981-1992), entendendo esse período como momento de institucionalização do meio ambiente no Brasil. O Conama reuniu humanos e não-humanos, entre os quais: políticos, engenheiros, cientistas, ambientalistas, as hidrelétricas, a floresta amazônica, as usinas nucleares, os resíduos atômicos, as unidades de conservação, as destilarias de álcool, os rios, entre outros. A discussão proposta consiste, portanto, em analisar a trajetória deste conselho e sua particip(ação) no cenário político nacional como órgão designado a estabelecer uma política de proteção ambiental em um momento marcado pelos desdobramentos da crise energética e pela tentativa de retomada do crescimento econômico no Brasil. / The institutional construction of environmental policies in Brazil has as starting point at the creation of Law No. 6938 (1981), which established the National Environmental Policy. Within this law was established a National Environmental System (Sisnama) created to organize mechanisms for the construction and the operation of the environmental legislation in the country. The Sisnama was composed by institutional bodies (state environmental agencies), a higher body (the National Environmental Council - CONAMA) and an executor central body (Special Environmental Secretariat - SEMA). As the superior and deliberative body of Sisnama CONAMA became a trading field by adding heterogeneous interests by the objective of defining a set of resolutions which, anchored in the law No. 6938 (regulated by Decree No. 88351 of 1983), acquired the force of law. The theoretical framework used for the analysis from CONAMA was the Actor-Network Theory (ANT). This study aims to analyze the construction and the operation of CONAMA, as environmental arena, since its construction until the moment the Ministry of the Environment was established (1981-1992), understanding this period as the environmental institutionalization in Brazil. CONAMA gathered humans and nonhumans actors including: politicians, engineers, scientists, environmentalists, hydropower, the Amazon rainforest, nuclear power plants, atomic waste, conservation units, alcohol distilleries, rivers, among others. Therefore the discussion proposed is to analyze the trajectory of this council and its particip(ation) in the national political scene as designated agency to establish an environmental protection policy in a period highlighted by the consequences of the energy crisis and the attempt to re-establish the economic growth in Brazil.

Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-05-07T12:31:21Z No. of bitstreams: 1 Marcelo Vianna Batista_.pdf: 3994978 bytes, checksum: b85db163349c1fce17129d095339eadf (MD5) / Made available in DSpace on 2018-05-07T12:31:21Z (GMT). No. of bitstreams: 1 Marcelo Vianna Batista_.pdf: 3994978 bytes, checksum: b85db163349c1fce17129d095339eadf (MD5) Previous issue date: 2018-03-20 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / No senso comum, o briefing é entendido como um componente importante em qualquer projeto por conter elementos necessários que explicitam o problema e orientar os envolvidos na ação projetual. Mesmo que os estudos em design o compreendam como algo que gera diálogo entre os atores envolvidos no projeto (ZURLO, 2010), não sendo restritivo ou vago demais (BROWN, 2009) e auxiliando no enquadramento dos problemas (BUCHANAN, 1992) tornando, desta forma, o processo de projeto mais criterioso (Associação dos Designers Gráficos do Brasil, 2004), tais concepções não parecem acompanhar as movimentações teóricas sobre o processo de projeto, entendido como transdisciplinar, não-linear e coevolutivo. (MAURI, 1996, FINDELI, 2001, DORST, 2003). Chega-se, desta forma, ao problema de pesquisa: quais são as competências do briefing no processo de projeto? Com o objetivo de compreender suas competências, adota-se a perspectiva teórico-metodológica da Teoria Ator-Rede por entender que seus princípios contribuem no alcançar de outras compreensões acerca das relações estabelecidas nas dinâmicas de projeto, a partir da impossibilidade de distinguir entre humanos e não-humanos ou apontar empiricamente diferenças entre suas actancialidades na construção de fatos e artefatos (LAW, 1992; LATOUR, 1987; CALLON, 1986). Suas agências, enquanto actantes (LATOUR, 1999), mediam e intermediam (SAYES, 2013) a emergência de questões de preocupação (LATOUR, 2008) em uma processualidade que enacta-se (LAW, 2009) no campo das competências ou no ‘poder-fazer’ (FIORIN, 1989), trazendo uma nova luz aos temas do design. A partir análise de conteúdo, realizada sobre a análise documental de 58 briefings enviados por 6 informantes que se denominavam escritórios de design ou se denominam ‘empresas com departamento de design’ e de dois grupos focais compostos por 3 e 4 informantes, respectivamente, seguindo o mesmo critério, esta pesquisa propõe tópicos gerais que compreendem o briefing com competências de 1) enactar a ação projetual, ampliando a capacidade crítico reflexiva ao operar agenciamentos criativos e deslocamentos temporais; 2) mediar interesses relacionados ao processo de projeto (estabelecendo um tipo de nivelamento de ordens distintas que estabilizam da rede formada em torno do projeto), traduzindo a si mesmo (sendo plástico suficiente para moldar-se conforme a necessidade e as naturezas distintas de projeto) e pontualizando e despontualizando os interesses, abrindo competências as quais o projeto deverá estar sensível e atento; 3) inscrever o designer como alguém capaz de tratar destes interesses em jogo, seja numa arqueologia que vai as profundezas do que não é explicitados claramente relacionados a mercado ou a sensibilidades, seja tratando de aspectos puramente técnicos, em um movimento que evidencia 4) o caráter ambíguo e ambivalente do briefing no processo de projeto, de uso plural, orientado pela doma do projeto. / In common sense, design brief is understood as an important component in any project because contains necessary elements that explain the problem, guiding those involved in design process. Going further, design studies understand it as something that generates dialogue among the actors involved in design process (ZURLO, 2010), not being too restrictive or too vague (BROWN, 2009), helping to frame problems (BUCHANAN, 1992) and enabling more criteria to design (Associação dos Designers Gráficos do Brasil, 2004), but these conceptions do not seem to be in tune to theoretical movements about the design process itself. Understood as transdisciplinary, non-linear and coevolutionary (MAURI, 1996, FINDELI, 2001, DORST, 2003), design process seems more open than what their own studies posit about design brief. In this sense, this research proposes to inquiry what are the competencies of the briefing in the design process. To understand their competencies, the theoretical-methodological perspective of Actor-Network Theory is adopted because its principles contribute to achieve other understandings about the relations established on design’s dynamics. That means, for Actor-Network Theory, it is impossible to distinguish between humans and non-human, or empirically point out differences between their actions generating facts and artifacts (LAW 1992, CALLON 1986): they are understood as actants (LATOUR, 1999) with agencies that mediated and intermediated (SAYES, 2013) the emergence of matters of concern (LATOUR, 2008) in a processuality that enacts (LAW, 2009) itself in the realm of competencies or ‘being-able-to-do-something’ (FIORIN, 1989), therefore, bringing a new light to design discussion. Adopting the content analysis method over a documental analysis of 58 briefings (sent by 6 informants that called themselves design offices or 'design department companies') and later over two focus groups composed of 3 and 4 informants, respectively (following the same criteria of data collection), this research proposes general topics that present the briefing with competencies of 1) enact the design action, expanding the critical reflexive capacity when operating creative assemblages and temporal displacements; 2) mediate interests of actants related to the design process (establishing a sort of leveling of distinct orders that stabilize the network formed around the design process), translating itself (being plastic enough to shape itself towards different design process) and emphasizing and clarifying the interests, opening competencies which the design process should be sensitive and aware of; 3) inscribe the designer as someone capable of dealing with the interests at stake through an archeology that goes to the depths that are not explicitly (such as market or sensitivities), or dealing with purely technical aspects, in a movement that evidences 4) the ambiguous and ambivalent use of the briefing, guiding the design process as something that takes in in its account a plural and diverse natures.

Submitted by Mariana Dornelles Vargas (marianadv) on 2015-05-08T13:14:27Z No. of bitstreams: 1 rota_romantica.pdf: 618997 bytes, checksum: c065090442668749e7c913a218b03987 (MD5) / Made available in DSpace on 2015-05-08T13:14:27Z (GMT). No. of bitstreams: 1 rota_romantica.pdf: 618997 bytes, checksum: c065090442668749e7c913a218b03987 (MD5) Previous issue date: 2011-08-24 / Nenhuma / Esta pesquisa teve como objetivo analisar de que forma os diferentes atores integrantes de uma rota turística estabeleceram suas estratégias, desenvolveram suas ações e interagem para gerar inovações sociais. Como estratégia de pesquisa utilizou-se o estudo de caso único na Rota Romântica, no Rio Grande do Sul, uma região que abrange 13 municípios do estado e cujas ações conjuntas visam a trabalhar o turismo coletivo destas localidades. Teorias sobre inovação territorial, construção social e ator-rede permitiram realizar uma análise detalhada do caso. O resultado da pesquisa foi que a Rota Romântica cujo objetivo primordial e inicial não era social, desenvolveu, ao longo da sua história, iniciativas e inovações sociais. Embora a literatura pressuponha que somente se considera inovação social o empreendimento cujo objetivo é fundamentalmente social, percebe-se, através deste estudo, que pode haver inovações sociais até mesmo quando o objetivo principal não é esse. A Rota Romântica representa uma inovação social por proporcionar melhor qualidade de vida para a população, através do desenvolvimento econômico e social dos municípios. / This study aimed to examine how different actors, which are members of a tourist route, established their strategies, develop their actions and interact to generate social innovation. As research strategy it was used the single case study of the Romantic Road, in the state of Rio Grande do Sul, a region covering 13 counties of the state and whose joint actions aim at working the collective tourism of these places. Theories of territorial innovation, social construction and actor-network allowed a detailed analysis of the case. The result showed that the Romantic Road, which primary objective was not social, developed, throughout its history, initiatives and social innovation. Although literature only assumes that social innovation is considered the social enterprise whose aim is fundamentally social, it can be seen through this study that social innovation can exist even when the primary purpose is not the one mentioned above. The Romantic Road is a social innovation by providing better quality of life for people through economic and social development of municipalities.

Made available in DSpace on 2016-04-29T13:30:56Z (GMT). No. of bitstreams: 1 Mariana Prioli Cordeiro.pdf: 2192794 bytes, checksum: 78c0945031e3118c47f60aab83dd844c (MD5) Previous issue date: 2012-04-20 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / Social Psychology has many definitions, theories and objects of study. In this dissertation, based on Actor-Network Theory, we argue that these are not different aspects or attributes of a single object, but elements that help to perform different versions of this object. They are, therefore, elements that make Social Psychologies different, although related to each other. They produce a multiple Social Psychology, which is more than one and, at the same time, less than many. To build this argument, we read and reread textbooks on Social Psychology that were available in two reference libraries. After an initial approach to those books, we observed that many of them talk about the reference crisis that assailed Social Psychology in the 1970s. Therefore, we decided to look for materials to help us tell these histories better. As a next step, we selected two master and two doctoral dissertations in the area, since this kind of work tends to describe the procedures used with more details. Finally, we looked up academic texts and public domain documents related to the creation of the Specialist Title in Social Psychology. We treated all those materials not only as texts , but as materialities that produce effects, relate to each other, articulate with other texts, with other practices. That is, we treated them as materialities that produce certain Social Psychology realities. In doing so, we strived to call attention to the possibility of ordinating and coordinating reality in different ways, of recognizing that there are multiple and diverse actants in a discipline and of making a Social Psychology that searches for complex connections that articulate humans and non-humans and perform multiple realities / A Psicologia Social apresenta inúmeras definições, abordagens teóricas e objetos de estudo. Nesta tese, embasados em pesquisas da Teoria Ator-Rede, argumentamos que esses não são diferentes aspectos ou atributos de um mesmo objeto, mas elementos que ajudam a performar diferentes versões desse objeto. São, portanto, elementos que fazem Psicologias Sociais diferentes, embora relacionadas entre si. Que fazem uma Psicologia Social múltipla, ou seja, que é mais do que uma ao mesmo tempo em que é menos do que muitas. Para construir esse argumento, lemos e relemos livros-texto de Psicologia Social disponíveis em duas bibliotecas de referência, buscando identificar como eles descrevem as práticas, referenciais teóricos, objetivos e locais de atuação da disciplina. Após essa leitura, observamos que vários desses manuais abordam a crise que assolou a Psicologia Social na década de 1970 e decidimos buscar materiais que nos ajudassem a contar melhor essas histórias. Além disso, decidimos selecionar duas dissertações de mestrado e duas teses de doutorado defendidas na área, afinal, esses trabalhos tendem a descrever de forma mais detalhada os procedimentos utilizados. Por fim, fizemos um levantamento de textos de acadêmicos e documentos de domínio público que abordam a criação do título de especialista em Psicologia Social. Tratamos todos esses materiais não apenas como textos , mas como materialidades que produzem efeitos, se conectam, se articulam com outros textos, com outras práticas. Ou seja, os tratamos como materialidades que produzem certas realidades da Psicologia Social. Buscamos, com isso, chamar a atenção para a possibilidade de ordenar e de coordenar a realidade de diferentes modos. De reconhecer que em uma disciplina cabem múltiplos e diversos actantes. De fazer uma Psicologia Social que busca conexões complexas que articulam humanos a não humanos e que performam múltiplas realidades

Esta tese é o rastreamento das forças que as práticas (produtos e serviços) e discursos de marketing fazem circular por espaços do futebol de espetáculo brasileiro, ajudando a transformá-lo. Em aproximação à Actor-Network-Theory (LATOUR, 2005; LAW 2004), o estudo compôs-se de três movimentos principais: geração de controvérsias sobre a natureza do real, estudo das formas como os atores procuram estabilizar as controvérsias e, por fim, um exercício de onto-política (crítica). O caso concreto que serviu como espaço de partida foi o Grêmio de Foot-Ball Porto Alegrense, do estado do Rio Grande do Sul, Brasil. Os dados coletados incluíram a observação, observação participante, análise de documentos, entrevistas, dados financeiros e survey em uma abordagem de inspiração etnográfica. A partir de um olhar sensível para o contexto histórico e social do clubismo brasileiro e do clube estudado em específico (DAMO, 1998, 2005), procurei pensar as práticas e discursos de marketing inseridas na complexidade. Confrontados com diversidade e intensa participação de torcedores apaixonados e fiéis, cujos afetos variam abruptamente conforme as vitórias e derrotas do time no jogo (incerteza), os dirigentes/gestores desenvolvem dispositivos de reconversão de capital afetivo/simbólico em econômico mediados por três agências centrais: O Europeísmo (imaginário de futuro), Estética Dirigente (gosto tramado à classe) e Disciplinarização de Marketing (controle sobre o futuro). A mediação dessas entidades na transformação do futebol de espetáculo brasileiro opera como ‘construção de mundos’ (THRIFT, 2008a e b) com força estética que, entre outras coisas, agem para a inclusão e exclusão de torcedores de participação legítima nos espaços sagrados do clube. Adiciono controvérsia ao debate sobre formação de mercados na disciplina de Marketing (ARAUJO, 2007; KJELLBERG e HELGESSON; HELGESSON, 2007) a partir da proposta da relevância da dimensão estética dos mercados. Por fim, proponho formas alternativas de condução do clube a partir de uma inspiração da crítica pós-colonial (SAID, 1978; MIGNOLO, 2008). / This dissertation traces the forces that marketing practices (product and services) and discourses circulate in Brazilian spectacle football (soccer) helping to transform it. Using Actor-Network-Theory (LATOUR, 2005; LAW 2004), it makes three main movements: generates controversies about the nature of reality, studies the ways in which actors seek to stabilize controversies, and finally, an exercise onto-politics (criticism). The empirical space of departure was Grêmio Foot-Ball Porto Alegrense, from Rio Grande do Sul state, Brazil. The data collected included observation, participant observation, document analysis, interviews, financial data and surveys, inspired by an ethnographic approach. Sensitive for the historical and social context of Brazilian clubism and of the specific club studied (DAMO, 1998, 2005), I sought to think marketing practices and discourses within complexity. Faced with the diverse and active participation of passionate and faithful supporters, whose affections vary abruptly with team victories and defeats in the game (uncertainty), directors/managers develop affective/symbolic into economic capital conversion devices which are mediated by three main agencies: Europeism (imaginary future), Director’s Aesthetics (entangled with social class) and Marketing Disciplinarization (control over the future). This entities mediate a ‘world making’ process (THRIFT, 2008a e b) with aesthetic power in the transformation of Brazilian spectacle football that, among other things, acts on the inclusion and exclusion of supporters from legitimate participation in the sacred spaces of the club. I add to the debate on market formation in the Marketing discipline (ARAUJO, 2007; KJELLBERG e HELGESSON; HELGESSON, 2007) through the enactment of the relevance of aesthetics for markets. Finally, I propose alternative ways of conducting the football club inspired in postcolonial criticism (SAID, 1978; MIGNOLO, 2008).