Background: Consumers have created resistance towards marketing which can be seen for example as cynicism and criticism towards advertisements. Consequently, marketers do not achieve the aimed effect to consumers as easily as earlier. Authentic advertisement is said to be a tool to surpass the consumers’ resistance. Additionally, authenticity is argued to be the cornerstone of modern marketing and influencer marketing is said to be an appropriate channel fostering this. Aim: With this thesis the aim is to research how this the perceived authenticity of consumers affect on the engagement in Instagram to influencer marketers’ postings. Also, to determine and identify the consumers’ perception of authenticity in influencer marketing, especially in Instagram postings. Additionally, the aim is to identify what is the significance of consumers’ perceived authenticity to engagement in influencer marketing postings in Instagram. Methodology: A qualitative explorative research including an influencer interview, focus group interview with five Instagram users and observational study to three Instagram influencers. Findings: Consumers’ perceived authenticity have a positive significance to engagement in influencer marketing in Instagram. However, causes of engagement are relatively ambiguous, and the engagement in influencers’ postings is influenced by other aspects as well than consumers’ perceived authenticity.

Por muitos anos, Günter Grass, quando questionado em entrevistas sobre a possibilidade de escrever uma autobiografa, sempre respondia que o que deveria ser dito sobre sua vida estava registrado, em certa medida, em sua obra ficcional e, portanto, uma autobiografia não era necessária. Em 2006, Grass publicou a autobiografia, Beim Häuten der Zwiebel. O lançamento foi cercado de polêmicas discussões nos meios literário e midiático, principalmente devido à revelação de que o autor havia feito parte da Waffen-SS. Ponto central das análises publicadas a respeito da obra, a confissão suscitou questionamentos de caráter ético e principalmente discussões sobre a revalidação da obra do autor que sempre foi considerado a voz da consciência alemã. Segundo parte das críticas, o fato de Grass por tanto tempo ter escondido do público seu passado e tardiamente tê-lo revelado de forma pouco precisa determina as estratégias escolhidas para a elaboração de seu texto: uma narrativa ambígua, pouco objetiva ou pouco esclarecedora sobre sua participação real na Segunda Guerra Mundial. Essa avaliação será o ponto central da discussão, pois a partir dela se dá a caracterização de que a narrativa autobiográfica de Grass, em alguns momentos, poderia ser avaliada como ficcional, o que questiona a classificação genérica do texto. Este trabalho se propõe a analisar de forma detida como é construído o texto autobiográfico e como o autor problematiza as particularidades de sua escrita, sobretudo a partir do trânsito entre o factual e o ficcional, que gera a ambiguidade do texto e coloca o leitor em dúvida quanto ao caráter da obra. Para isso, serão discutidos conceitos fundamentais como autobiografia, ficção e autenticidade. Além disso, apresentaremos como o escritor trabalha ao longo de sua obra ficcional a utilização do eu autobiográfico em obras fundamentais para a construção do que viria a ser sua autobiografia, além da utilização de sua obra ficcional como horizonte de seu texto autobiográfico. / For many years, when asked in interviews about the possibility of writing an autobiography, Günter Grass used to answer that everything in his life that was worth making a register of was somehow already in his fictional work, therefore an autobiography was not necessary. In 2006, he published his autobiographical volume Beim Häuten der Zwiebel. This release was surrounded by literary and mediatic discussion, mainly due to the revelation that the author had been a member of the Waffen-SS. Central point in the published analyses on the book, this confession raised questioning of ethical nature and, above all, debates on a new validation of the authors anthology, which before was considered as the voice of the German consciousness. According to part of the critique, the fact that the writer kept his past hidden for so long from his readers and only disclosed it publically so late determines the strategies chosen by him for the whole elaboration of his narrative: an ambiguous narration, neither objective nor clear on the authors participation in World War II. This evaluation will be the focus of the discussion, for it is therefrom that one can characterize that Grass autobiographical narration, in certain moments, could be examined as fictional, which puts in question the general categorization of the text. The present thesis objective is to analyze, specifically, in which manner Günter Grass autobiographical text is constructed and how he problematizes the particularities of his writing style, especially from the transition between factual and fictional, which generates the ambiguity of the text and allows for the reader to have doubts relative to the nature of such text. To do so, the thesis will discuss some fundamental concepts such as autobiography, fiction and authenticity. Besides, we will present how the author utilizes the autobiographical I in his fictional books as something fundamental towards the latter construction of the autobiography itself, as well as the utilization of his fictional anthology as the horizon of his autobiographical text.

Cada vez mais, a infra-estrutura de segurança está assumindo um lugar de destaque na área de saúde, para garantir fatores críticos como confidencialidade, autenticidade, integridade, irretratabilidade e auditoria. Em particular, a integridade e a autenticidade de imagens médicas são fatores bastante críticos, na medida em que fornecem mecanismos para evitar e minimizar a adulteração de informações acerca do paciente, auxiliando a prevenir erros que podem causar prejuízos de ordem física e moral ao paciente. Entretanto, os trabalhos apresentados até agora nesta área apresentam limitações que devem ser solucionadas. Este trabalho tem por objetivo propor uma solução baseada em métodos criptográficos para prover autenticidade e integridade de imagens médicas, visando o uso em um ambiente real de Saúde. A partir da solução conceitual criada, foi proposto e codificado um algoritmo para atribuição e verificação da segurança nas imagens, para atender aos requisitos especificados. A implementação foi feita com sucesso, e testes comparativos de desempenho revelaram que o algoritmo possui uma boa relação custo-benefício, oferecendo um grau adicional de segurança à assinatura digital sem acarretar uma perda de performance significativa. É importante ressaltar que a abordagem proposta neste trabalho abre uma outra alternativa em termos de segurança, onde um usuário só poderá visualizar imagens que estejam íntegras e autênticas. Contudo, isso traz consigo uma vulnerabilidade, onde há uma facilidade maior para a destruição de dados, bastando introduzir uma adulteração mínima. Esse aspecto certamente deve ser levado em conta para implementações em ambiente de produção. A solução proposta é compatível com a arquitetura do padrão DICOM, podendo ser incorporado facilmente como extensão do padrão sem gerar dados adicionais a serem armazenados. Como passos futuros, deve-se otimizar o desempenho, bem como realizar avaliações quantitativas e qualitativas dentro de um ambiente de produção. / The importance of the security infrastructure in the healthcare field is increasingly growing, in order to provide critical features like confidentiality, authenticity, integrity, non-repudiation and auditing. Among them, authenticity and integrity are critical factors regarding the medical images, since they provide mechanisms to avoid and minimize modifications in the patient information, helping to prevent mistaken diagnosis that could potentially cause physical and moral damage to the patient. However, the works so far available present several limitations that must be addressed. The purpose of this work is to propose a cryptographic solution to provide authenticity and integrity of medical images, envisioning its use in a real healthcare environment. Based on the conceptual solution, an algorithm was devised and implemented to add and verify the two aforementioned security services. The implementation was done in a successful fashion and comparative performance tests showed that the proposed algorithm offers a good cost-benefit ratio, offering an addicional layer of security without compromising performance in a significative degree. It\'s important to emphasize the fact that the approach devised in this work opens a new paradigm, where a user will only see images that haven\'t been tampered with. On the other hand, this brings along a potential vulnerability, making it easier to destroy patient data by introducing the slightest adulteration. This issue must be taken into account when deploying this solution in a real environment. Also, the proposed solution is based on the DICOM architecture, making it easier for deployment as an extension, without any storage overhead. For the next steps, performance must be optimized and evaluation, both quantitative and qualitative, must be done in a production environment.

O presente trabalho tem como objetivo a análise e registro das construções históricas e contribuições culturais de uma colônia de imigrantes ainda desconhecida do meio acadêmico, com base no atual contexto de recuperação do patrimônio cultural. Considerando que este contexto constitui parte de um fenômeno contemporâneo de retomada da historicidade nas cidades e na arquitetura, com ênfase no pluralismo e diversidade cultural, a problemática do patrimônio bucovino reflete conflitos e questões bastante emblemáticas de nosso tempo. A noção de autenticidade das construções históricas torna-se essencial na preservação do patrimônio, diante da proliferação de réplicas e reconstruções e a preservação espetacularizada das mesmas, em que o restauro é atrelado ao consumo de massa do turismo cultural. A colônia alemã-bucovina no Paraná, cuja arquitetura peculiar contém importantes características para melhor se compreender a história, cultura e etnia da região, encontra-se em iminente extinção e é objeto de estudo representativo desta problemática. As cidades-gêmeas de Rio Negro (PR) e Mafra (SC) constituem-se como a única colônia oficial deste povo no Brasil, e os descendentes bucovinos vêm se organizando e retomando sua cultura e história, registrando suas memórias, adotando símbolos e eventos festivos. Sua arquitetura centenária, bastante representativa desta região, ainda é pouco identificada e valorizada, contando com apenas um exemplar restaurado e protegido legalmente. Através de registros fotográficos e levantamentos técnicos in loco, entrevistas e pesquisa documental e bibliográfica, procurou-se fazer um estudo da arquitetura bucovina, fornecendo suporte para uma possível conservação futura que mantenha íntegra sua autenticidade. / The following research intends to analyze and register the historic buildings and cultural contributions of a settlement of immigrants yet relatively unknown in the academic milieu, based on the present context of recuperation of cultural heritage. Considering that this context is part of a contemporary phenomenon where the historicity of cities and architecture is regaining importance, with emphasis on pluralism and cultural diversity, the problematics of the Bukovinian heritage reflects emblematic conflicts and questions of our time. The notion of authenticity of historic buildings becomes essential in the preservation of our cultural heritage, in face of the multiplication of replicas and reconstructions, and the gradually widespread notion of spectacularized conservation, where restoration is linked to the mass consumption of cultural tourism. The german-bukovinian colony in the State of Paraná, whose peculiar architecture withholds important characteristics to better comprehend this region?s history, culture and ethnicity, is in imminent extinction and are an illustrative case study of this problem. The twin cities of Rio Negro (State of Paraná) and Mafra (State of Santa Catarina) constitute the sole settlement of these people in Brazil, where the descendents of bukovinians have been organizing themselves and revitalizing their culture and history, registering their memory, adopting symbols and festive events. Their centenary architecture, very representative of this region, is still insufficiently identified and valued, of which only one specimen has been restored and is legally protected. By means of photographic documentation and technical surveys on site, interviews and documental and bibliographic research, a study of bukovinian architecture in Brazil was achieved, supplying a solid basis for a possible future intervention on these sites, where its authenticity can be kept intact.

Labor literature is in popular and academic neglect. I argue that labor literature's neglect is unjust, and I provide a way of examining labor literature that can rescue it from neglect. I shall be concerned with labor literature's academic decline due to its apparent lack of value according to traditional standards of literary criticism. I will argue that ethical criticism - criticism of literature that considers the ethics of a work as a part of its literary value - can reveal new complexities in labor literature. An ethical critical analysis of the representation of American labor movements and workers in noncanonical texts will show the distinctive ethical value such texts hold. I will argue that labor texts possess ethical value insofar as they help readers develop awareness of complex ethical issues posed by labor and community, and that the ethical value of labor literature provides a new reason to value such works. / by Rachel McDermott. / Thesis (M.A.)--Florida Atlantic University, 2012. / Includes bibliography. / Electronic reproduction. Boca Raton, Fla., 2012. Mode of access: World Wide Web.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-29T16:03:19Z No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-29T16:04:41Z (GMT) No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-29T18:19:39Z (GMT) No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) / Made available in DSpace on 2018-05-29T19:01:52Z (GMT). No. of bitstreams: 1 MPCC - MARCO RESENDE RAPOLI.pdf: 27046273 bytes, checksum: f1c7cb4756cf48e7b08b7256e46715f4 (MD5) Previous issue date: 2018-03-28 / The concept of authenticity is found in many science discussions, in which is possible to use for the human relations, objects, cultural itens, pieces of art, among others as the main object. The specific discussion about this concept applied to goods in the universe of consumption, including arts, was the main criticism of the Frankfurt School theoreticians, in the early 20th century, which had technical reproducibility and mass reproduction as the spark for studies addressing authenticity. It is essencial, therefore, that Business Administration and Marketing work with the meanings of personalization of historical goods and rescue involved in the mass context, giving or recovering value to it. Knowing that, it comes to our attention, in the contemporary background, the return of the vinyl records consumption, with seven decades of existence, as a way of consumption that allows the analysis for the historical rescue, and the quest for the authentic. This work objective is, from the concepts that define Authenticity, identify how this concept is representing the vinyl records consumption in practice, having as methodology the qualitative approach, through in-depth individual interviews with collectors, also counting on the systematic observation techniques in points of sale and netnographic observation of communities specialized in the subject in the digital environment. / O conceito de autenticidade permeia diversas discussões na ciência, podendo utilizar como foco as relações humanas, objetos, itens culturais, obras de arte, entre outros. A discussão específica desse conceito aplicado a bens do universo do consumo, incluindo a obra de arte, foi inclusive a tônica da crítica dos teóricos pertencentes à Escola de Frankfurt, no início do século XX, que teve a reprodutibilidade técnica e a reprodução em massa como faíscas para estudos que abordassem a autenticidade. É essencial, assim, que a Administração e o Marketing articulem com os significados da personalização de bens e do resgate histórico envolvidos no contexto da massificação, atribuindo ou resgatando valor a eles. Com isso, chama-se a atenção no cenário contemporâneo o retorno do consumo de discos de vinil, com sete décadas de existência, fruto de uma prática de consumo que permite a análise para o resgate histórico e busca da autenticidade. O objetivo do trabalho é, a partir dos conceitos que definem a Autenticidade, identificar como essa noção está representada na prática de consumo de discos de vinil. Para isso, foi tomada como metodologia uma abordagem qualitativa, a partir entrevistas individuais em profundidade com colecionadores, contando também com as técnicas de observação sistemática em pontos de venda e observação netnográfica de comunidades especializadas no assunto no ambiente digital.

Trata-se de uma pesquisa que aborda o psicanalista na relação com o seu ser. Uma vez que a psicanálise não é um mero conjunto de técnicas aprendidas e aplicadas, a dificuldade do seu ofício se torna complexa e singular e, sobretudo, ao psicanalista, coloca-se o problema da sua presença. Dessa forma, Freud logo percebeu a própria influência que os processos psíquicos do analista produziam em uma análise, de modo que, para ele, seria necessário que o analista se encontrasse em uma determinada posição subjetiva. Posição que seria, dentre outras coisas, o efeito de uma análise pessoal. Esta, para ele, deveria servir para o ser do analista desaparecer, isto é, opacidade e assepsia psíquica. E como uma espécie de posição oficial para se referir à posição do analista, ergueu-se o princípio de abstinência e seus correlatos: neutralidade e frieza. A partir daí, pode-se sustentar que a maioria das recomendações técnicas freudianas estava pautada na tentativa de corrigir ou impedir a inevitável contaminação da sua posição pelo seu ser. Todavia, não há escolha, pois a princípio, o espaço analítico engloba inevitavelmente dois seres, ainda que, a cada um, seja designado ocupar uma posição. Por sua vez, a comunidade analítica encontrou dois grandes destinos paradigmáticos para o analista na relação com o seu ser. Por um lado, operar via contratransferência e, por outro, via desejo do analista. No entanto, como metodologia, procurou-se no atravessamento de paradigmas, as condições para abordar o tema por outras perspectivas e a partir de outras noções. Entendeu-se ser necessário dar um passo para trás. Pode-se perceber que Sándor Ferenczi, precursor da contratransferência, experimentou a psicanálise tentando render uma autenticidade para a relação analítica. Por sua vez, apesar de Jacques Lacan ter enveredado por um caminho diverso para ele a contratransferência designa os efeitos da transferência que atingem o desejo do analista , igualmente à Ferenczi, pode-se sustentar que ele também buscava uma autenticidade no analista. Dessa forma, notou-se que um com o outro ou contra o outro, juntos não deixaram de questionar a autenticidade do e no analista e o seu papel determinante no tratamento. Ambos são as referências teóricas dessa pesquisa. Portanto, para aquém das multiplicidades e polissemias do arranjo psicanalítico, o objetivo principal desta tese é discutir que a própria clínica psicanalítica constituída pelo seu método, sua técnica e sua teoria que lhes são próprias pode encontrar na noção de autenticidade, uma medida possível das suas vias para se pensar a irredutível tensão entre a posição do analista e o seu ser. Dessa forma, foi possível perceber que a referida noção pode se converter em uma condição para o analista, bem como, em um importante operador clínico enquanto perspectiva favorável para os efeitos do trabalho analítico / This research focuses the analyst in the relationship with his being. Since psychoanalysis is not a simple set of learned and applied techniques, the difficulty of their craft becomes complex and unique and especially to the psychoanalyst, we pose the problem of their presence. Thus, Freud realized the very influence that the psychics process of the analyst could produce in an analysis, so that, for him, it would be necessary that the analyst found himself in a particular subject position. Position that would be, among others, the effect of a personal analysis. This, for him, should serve to the analysts being disappear, ie, opacity and psychic asepsis. And as a kind of official position to refer to the analyst\'s position, it was raised the principle of abstinence and its correlates: neutrality and coldness. From there, it can be argued that most of Freud\'s technical recommendations was guided in an attempt to correct or prevent the inevitable contamination of his position by his being. However, there is no choice, because first of all, the analytic space includes inevitably two beings, even though to witch one is designated to occupy a position. In turn, the analytical community founded two great paradigmatic destinations for the analyst in the relationship with his being. On the one hand, operate via countertransference and on the other, via the analyst\'s desire. However, as a methodology, it was searched by the crossing of paradigms, the conditions to approache the subject by other perspectives and from other notions. It was considered necessary to take a step back. One can see that Sándor Ferenczi, precursor of countertransference, experienced psychoanalysis trying to give an authenticity to the analytic relationship. On the other hand, although Jacques Lacan has gone in a different path - for him the countertransference designates the transferences effects that reach the analyst\'s desire like Ferenczi, we can argue that he also searches an authenticity in the analyst. Thus, it was noted that this one with or against the other one, together they did not stopped to question the authenticity of and in the analyst and its decisive role in the treatment. Both authors are the theoretical references of this research. So, before the multiplicities and polysemies of the psychoanalytic arrangement, the main objective of this thesis is to discuss that the psychoanalytic clinic itself - formed by his own method, technique and theory - can find in the notion of authenticity, a possible measure of their paths to think about the irreducible tension between the position of the analyst and his being. Thus, it was possible to realize that this concept may become a condition for the analysts position as well an important clinical operator while a favorable perspective for the effects of the analytic work

Abstract Purpose: The purpose of this study is to investigate how the socio-cultural forces, authenticity and transparency, have become integral parts of newly established fashion companies’ business model in Sweden. Previous researches have focused on how to redesign conventional fashion companies´ business models. From an academic approach, the problem discussion emphasize on lacking research in how newly established fashion companies have made authenticity and transparency integral parts in their business model. The purpose has been answered by asking the following questions; How have authenticity and transparency influenced the innovators of newly established fashion companies in Sweden? Which parts of the business model have been altered in order to demonstrate the company´s authenticity and transparency? Method: This study is based on qualitative research method with an abductive approach. The empirical data collection has been performed through seven interviews, five emails and two face-to-face deep interviews. The theoretical framework and literature review have primary been based on previous researches in the research area. Conclusions: This study shows that newly established fashion companies in Sweden have made authenticity and transparency integral parts in their business model. This is strongly influenced by the companies’ founder, their characteristics and ability to understand and translate socio- cultural forces and integrate them into their business model. The design of the clothes and fabric selection, production techniques and supply chain, marketing strategies and communication tools in the business model have been altered in order to demonstrate the company´s authenticity and transparency. These changes have been implemented in order to meet consumers’ newfound desire for authenticity and transparency. Cues of craftsmanship, traceability in the production techniques and supply chain, creating storytelling in the marketing strategies have been added in order to enhance the consumers’ experience of the company´s authentic and transparent attributes / Program: Textilt management, fashion management

Head Chop is a practice-led research project exploring the thinking of community found within the works of Georges Bataille, Jean-Luc Nancy, and Maurice Blanchot. Using the central exchange between Nancy and Blanchot, as found in the triple intersection of texts composed of Nancy's Inoperative Community, Blanchot's The Unavowable Community, and finally Nancy's recent The Disavowed Community, Head Chop draws upon the interfaces of these three works to develop a reading of community. Utilising the concept of fictioning, an imaging of possible worlds, as its primary methodology, Head Chop develops a narrativised analysis of community. The story of Acéphale, Bataille's secret society, provides the structuring fiction of the work. This story is developed from a synthesis of fragmentary accounts of the Acéphale group's sacrificial ambition, and the illustrations of the Acéphale journal. The result is a tale of a human sacrifice from which the being Acéphale subsequently arises. In tracing the relation of the work of Nancy and Blanchot to the work of Bataille, Head Chop draws attention to the role of the figure of Acéphale for Bataille, and its subsequent insinuation in the work of Nancy and Blanchot. The figure of Acéphale operates as an editorial device that structures and informs the readings of these works as a common grounding and central problematic. This situates the readings of Bataille, Nancy and Blanchot in a contested frame of reference by attempting to accommodate an alternate version of the sacrificial event. Head Chop finds a basis for its methodological investigation in Deleuze and Guattari's work What is Philosophy? Excising and developing a series of figures and conceptual tools from the works of Nancy, Blanchot and Bataille, Head Chop develops a crossing of these figures and concepts as characters within the broader narrative of Acéphale. Following this methodological approach, Head Chop traces series of connected concepts in the works of Nancy and Blanchot. In developing these connections in relation to the Acéphale narrative, conceptual structures engaged in the thinking of community are drawn out into the broader contexts of Nancy and Blanchot's work. These connections are traced in Nancy through addressing such notions as the deconstruction of the subject, the question of authenticity in Heidegger, a re-reading of Heideggeran ontology that privileges Mitsein, and the singular plural. In Blanchot conceptual connections are similarly traced, beginning from the foundational role of the other, the challenging passion of lovers, through to death, unworking, and the question of testimony. In developing a narrativised analysis of the figure of Acéphale, Head Chop aims to open new channels of inquiry into the concept of community as it arises between the works of Bataille, Blanchot and Nancy. Research questions: How does a re-imaging of the Acéphale story, in which Acéphale is begotten, engage with Bataille, Nancy and Blanchot's readings of community? What is to be gained from the use of a re-imagined Acéphale story in a thinking of community?

Cada vez mais, a infra-estrutura de segurança está assumindo um lugar de destaque na área de saúde, para garantir fatores críticos como confidencialidade, autenticidade, integridade, irretratabilidade e auditoria. Em particular, a integridade e a autenticidade de imagens médicas são fatores bastante críticos, na medida em que fornecem mecanismos para evitar e minimizar a adulteração de informações acerca do paciente, auxiliando a prevenir erros que podem causar prejuízos de ordem física e moral ao paciente. Entretanto, os trabalhos apresentados até agora nesta área apresentam limitações que devem ser solucionadas. Este trabalho tem por objetivo propor uma solução baseada em métodos criptográficos para prover autenticidade e integridade de imagens médicas, visando o uso em um ambiente real de Saúde. A partir da solução conceitual criada, foi proposto e codificado um algoritmo para atribuição e verificação da segurança nas imagens, para atender aos requisitos especificados. A implementação foi feita com sucesso, e testes comparativos de desempenho revelaram que o algoritmo possui uma boa relação custo-benefício, oferecendo um grau adicional de segurança à assinatura digital sem acarretar uma perda de performance significativa. É importante ressaltar que a abordagem proposta neste trabalho abre uma outra alternativa em termos de segurança, onde um usuário só poderá visualizar imagens que estejam íntegras e autênticas. Contudo, isso traz consigo uma vulnerabilidade, onde há uma facilidade maior para a destruição de dados, bastando introduzir uma adulteração mínima. Esse aspecto certamente deve ser levado em conta para implementações em ambiente de produção. A solução proposta é compatível com a arquitetura do padrão DICOM, podendo ser incorporado facilmente como extensão do padrão sem gerar dados adicionais a serem armazenados. Como passos futuros, deve-se otimizar o desempenho, bem como realizar avaliações quantitativas e qualitativas dentro de um ambiente de produção. / The importance of the security infrastructure in the healthcare field is increasingly growing, in order to provide critical features like confidentiality, authenticity, integrity, non-repudiation and auditing. Among them, authenticity and integrity are critical factors regarding the medical images, since they provide mechanisms to avoid and minimize modifications in the patient information, helping to prevent mistaken diagnosis that could potentially cause physical and moral damage to the patient. However, the works so far available present several limitations that must be addressed. The purpose of this work is to propose a cryptographic solution to provide authenticity and integrity of medical images, envisioning its use in a real healthcare environment. Based on the conceptual solution, an algorithm was devised and implemented to add and verify the two aforementioned security services. The implementation was done in a successful fashion and comparative performance tests showed that the proposed algorithm offers a good cost-benefit ratio, offering an addicional layer of security without compromising performance in a significative degree. It\'s important to emphasize the fact that the approach devised in this work opens a new paradigm, where a user will only see images that haven\'t been tampered with. On the other hand, this brings along a potential vulnerability, making it easier to destroy patient data by introducing the slightest adulteration. This issue must be taken into account when deploying this solution in a real environment. Also, the proposed solution is based on the DICOM architecture, making it easier for deployment as an extension, without any storage overhead. For the next steps, performance must be optimized and evaluation, both quantitative and qualitative, must be done in a production environment.