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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / A pesquisa busca compreender como a lógica e as ferramentas das Tecnologias da Informação e Comunicação atuais são apropriadas socialmente na participação dos assuntos cívicos, com ênfase na política. Como percurso, são revisitados os conceitos tradicionais da democracia e situa-se a discussão nas maneiras como os valores democráticos são paulatinamente incorporados aos ambientes digitais contemporâneos, apresentados como elementos importantes na aquisição cognitiva do público. Como recorte demográfico, estuda-se a juventude eleitora conectada, residente na cidade do Rio de Janeiro. Ao fim do trabalho, aplica-se uma pesquisa de caráter quantitativo com amostra representativa do público, na busca por compreender a opinião política, o posicionamento perante a democracia, os hábitos culturais relacionados aos meios massivos e TIC de comunicação, identificando, por fim, os repertórios de ação reconhecidos como tal na esfera pública com o suporte da comunicação digital. / The research identifies how young voters, ICT users, living at Rio de Janeiro city, appropriates the logic and tools of information and communications technologies nowadays in order to participate in civic affairs, specifically on politics. To accomplish this task, it is revisited traditional concepts of democracy, considering the ways democratic values are gradually incorporated into the environment of contemporary ICT resources, remarkable elements in the cognitive acquisition of young audiences. At the end of the study, it is applied a survey with a representative sample of connected youth in Rio. The main goal is understand political opinion, positioning towards democracy, cultural habits related to the mass media and ICT, identifying repertoires of action recognized as such in the public sphere with the support of digital communication.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / A pesquisa busca compreender como a lógica e as ferramentas das Tecnologias da Informação e Comunicação atuais são apropriadas socialmente na participação dos assuntos cívicos, com ênfase na política. Como percurso, são revisitados os conceitos tradicionais da democracia e situa-se a discussão nas maneiras como os valores democráticos são paulatinamente incorporados aos ambientes digitais contemporâneos, apresentados como elementos importantes na aquisição cognitiva do público. Como recorte demográfico, estuda-se a juventude eleitora conectada, residente na cidade do Rio de Janeiro. Ao fim do trabalho, aplica-se uma pesquisa de caráter quantitativo com amostra representativa do público, na busca por compreender a opinião política, o posicionamento perante a democracia, os hábitos culturais relacionados aos meios massivos e TIC de comunicação, identificando, por fim, os repertórios de ação reconhecidos como tal na esfera pública com o suporte da comunicação digital. / The research identifies how young voters, ICT users, living at Rio de Janeiro city, appropriates the logic and tools of information and communications technologies nowadays in order to participate in civic affairs, specifically on politics. To accomplish this task, it is revisited traditional concepts of democracy, considering the ways democratic values are gradually incorporated into the environment of contemporary ICT resources, remarkable elements in the cognitive acquisition of young audiences. At the end of the study, it is applied a survey with a representative sample of connected youth in Rio. The main goal is understand political opinion, positioning towards democracy, cultural habits related to the mass media and ICT, identifying repertoires of action recognized as such in the public sphere with the support of digital communication.

The aim of this master thesis is to contribute to a more profound knowledge of women's magazine reading by giving insights into the readerships’ interpretations of magazine texts. Three different dimensions of interpretation were thereby identified: the relation to the audiences’ own situations in life, the audiences’ reflections on their prior experiences, and the emerging emotions in the interpretation process. Audience and reception theory, as well as feminist media theory, form the theoretical framework of my research. As audience reception concerns the dynamic interaction between text and the audiences’ reception of it, I decided to concentrate on both text analysis and qualitative interviews. With my qualitative, methodological approach – comprising an analysis of three articles concerning texting advice and interviews with six regular readers, I was able to explore nuances and depths of the phenomenon. I identified four interpretative repertoires which the women used for making meaning of the texts: pleasure, rejection, self-reflection, and practical relevance. Pleasure and rejection were found to be the women’s predominant emotions in the interpretation process. Moreover, my research illustrates that women are interpreting the texting advice in a practical as well as in a self-reflexive way. Their own circumstances and prior experiences are thereby variables, which influence the reception. My work strengthens the perspective of readers as being empowered to understand, evaluate, and critique the media content they consume. This is an important finding influencing society at large. As my research outlines, critical readings were found to be superior to possible ideological influences of women’s magazines. Future research should focus on a further in-depth analysis of individual influencing variables in relation to the audiences’ interpretations as I was only able to evaluate some in my study.

1979年，村上春樹（Murakami Haruki）以小說《聽風的歌》奪得日本講談社群象新人獎，由於風格新穎廣受年輕人歡迎，被評論家視為日本文學新旗手，同時也代表日本當代文學的轉折。1987年《挪威的森林》以七百萬冊的銷售量晉身日本有史以來最暢銷的文學作品，奠定村上春樹在日本文壇的地位。至今他是目前全球最負盛名的作家之一，一系列的作品被翻譯為多國語言，在一定程度上，村上春樹也成為當今日本文化的代表。八○年代中期，村上春樹的名字首度出現在台灣媒體上。這位隨後在台灣被塑造成巨星形象的日本作家，以其獨特的符號和囈語寫作風格，創造的「村上式」文風及思考模式，在台灣成為一種流行的閱讀、創作以及生活品味象徵。結合行銷體系、網際網路及其作品具備發展成大眾文學的潛力，「村上春樹現象」由小眾、精英轉變為大眾蔓延開來，成為台灣社會特定時期鮮明的流行文化圖騰。本研究主要採取文獻與影音的跨文本閱讀，以探討村上春樹流行現象之文獻與村上文本為起點，並透過和村上讀者的深入訪談記錄，檢視國內村上論述之發展與內涵交相型構出的辯證過程，由產製到閱讀一一爬梳，勾勒一個由多種論述共同織就的村上春樹圖譜，進而解答為何村上作品能穿透地域和語言的限制，成為台灣九○年代唯一常踞書市的外文暢銷書，而村上春樹現象又為本地文化研究者和創作者帶來何種啟發。

Las empresas o personajes públicos que tuvieron una crisis reputacional/imagen han logrado impactar de manera positiva o negativa en la experiencia del consumidor. Dentro de esta problemática, se encuentra el fundador de una institución privada, quien ha sido portada en medios de comunicación desde que anunció su postulación en el 2016 a las elecciones presidenciales del Perú. Por ello, el propósito de la investigación es comprender y describir la experiencia universitaria de los alumnos frente a los escándalos de su fundador. Para ello, se harán entrevistas a profundidad a 15 estudiantes de la universidad privada, quienes estuvieron durante el periodo del 2015-2016 en adelante. / Companies or public figures that have had a reputation/image crisis have managed to impact positively or negatively on the consumer experience. Within this problem, there is the founder of a private institution, who has been on the front page of the media since he announced his candidacy in the 2016 presidential elections in Peru. Therefore, the purpose of the research is to understand and describe the university experience of students in the face of the scandals of its founder. To this end, 15 students from the private university will be interviewed in depth and will be present during the period 2015-2016 onwards. / Trabajo de investigación