La presente investigación analiza cuáles son las herramientas que las organizaciones del sector tecnología gestionan y su funcionalidad como parte de la comunicación interna para brindar una propuesta de valor, con la finalidad de evitar la constante rotación de los colaboradores. Desde la perspectiva del paradigma interpretativo, se optó por un enfoque cualitativo bajo el diseño fenomenológico, el cual permitirá analizar la experiencia del proceso comunicacional en las organizaciones con 15 representantes del área de comunicaciones, recursos humanos y/o gerencia general. / This research analyzes which are the tools that organizations in the technology sector manage and their functionality as part of internal communication to provide a value proposition, in order to avoid constant employee turnover. From the perspective of the interpretive paradigm, a qualitative approach was chosen under the phenomenological design, which allowed analyzing the experience of the communication process in organizations with 15 representatives from the area of ​​communications, human resources and/or general management. / Trabajo de investigación

Outbreaks of novel influenza viruses are continually occurring on many places on our planet, with the ultimate and most extreme consequence being a full-scale pandemic. Modern communication technology is widely used for risk communication regarding recommended change in behavior patterns and other precautions in order to mitigate the transmission. However, the assumption and bias that modern communication technology constitutes the norm causes vulnerable groups to be at possible risk of systematic exclusion to correct and updated information. Through conducting a literature- and case analysis, the aim of this study is to identify insufficient or inadequate risk communication efforts in South Korea and Vietnam during influenza outbreaks, especially with concern of vulnerable groups. Further, to analyze how national influenza preparedness plans observe or ignore these insufficiencies. Results show that vulnerable groups are explicitly recognized in the preparedness plan of Vietnam. However, the South Korean preparedness plan show a more homogenous approach. Both South Korea and Vietnam showed a broad variety of channels used in their risk communication strategies which could be positive in terms of a broad outreach to a heterogenous population, including vulnerable groups. Four key factors that moderate the outcomes of risk communication were identified: Channels, Messages, Transparency and Trust.

This study aims to investigate how companies formulate external communication in social media and sustainability reports when dealing with public criticism linked to sustainable development, in a society where information spreads quickly via social media and thus risk leading to loss of legitimacy and damaged reputation. The study is based on a qualitative method with quantitative elements. A qualitative directed content analysis has been conducted on six different companies' Twitter and Facebook pages as well as sustainability reports, where data has been interpreted, categorized and analyzed based on Image Repair Theory's communication strategies. A selection was made among 14 295 words in social media and 80 234 words in sustainability reports to find out which strategies the companies used in their crisis management, which strategies were most common in each medium and why. The results show that strategies such as corrective action and mortification were equally common in both channels. In social media, it was also common for companies to formulate posts using strategies such as defeasibility and sympathy, while the content of sustainability reports often could be linked to strategies such as information, bolstering and transcendence. The study shows that companies' choice of communication strategies is based on a combination of the type of recipient and the type of channel used. A combination of one-way and two-way communication is thus important for the company to be able to meet the specific needs of both of these factors. Furthermore, the study shows that Image Repair Theory could be expanded with more strategies such as sympathy and information, as these were common in all companies' crisis management. Finally, the study shows that the monologic or dialogic characteristics of a medium have a major impact on how communication is formulated in response to public criticism.

Las emociones se han convertido en un arma para utilizar en campañas políticas. El uso de la emocionalidad en el discurso de un candidato aporta una propuesta de valor diferente. La exposición del político -sea para un cargo nacional, regional o local- brinda a la población la posibilidad de conocer quién es o al menos la imagen que desea proyectar. El candidato por el partido Renovación Popular, Rafael López Aliaga, expuso su imagen política de campaña en base a polémicas declaraciones -además coincidieron con el alza de su nombre en las encuestas de opinión-, sustentadas en diversas emociones, que se ajustan a una estrategia similar empleada por Donald Trump o Jair Bolsonaro. El presente estudio cualitativo ha permitido entender cuál ha sido el rol del discurso emocional en una campaña política de gran envergadura, como lo fueron las elecciones generales 2021 en Perú. De esta manera, el análisis realizado permite entender la relación entre lo político y lo emocional, cómo ambos términos convergen y cómo los diferentes usos de la emocionalidad generan impacto en la estrategia de comunicación. / Emotions have become a weapon when it comes to political campaigns. The usage of emotions on a candidate’s speech provides a unique value proposition. The politician’s exposure- either for a national charge- regional or local- supplies to the population the possibility of getting to know them or at least to know the image they are trying to portray. The “Renovación Popular” candidate designed his political campaign image based on controversial statements – furthermore, concurred with the raise of his name on opinion polls –, sustained by different emotions, which comprehends a strategy very similar to the one proposed by Donald Trump or Jair Bolsonaro. This qualitative study allowed to understand what the role of emotional discourse has been in a political campaign, such as the first round of the electoral process of 2021 in Peru. In this way, the analysis allows us to understand the relation between the political and the emotional, how both terms converge and how the different uses of emotionality generate an impact on the communication strategy. / Tesis

En la actualidad, está la problemática del desarraigo en la tercera y cuarta generación de peruanos descendientes de inmigrantes japoneses, los Nikkei. Este desarraigo de la cultura inmigrante es resultado de los factores históricos y socioculturales del siglo XIX y XX que atravesaron los primeros inmigrantes japoneses que llegaron a Perú; así como la influencia de la cultura receptora (cultura peruana) que se dio con el paso de los años. La presente investigación tiene como objetivo identificar cuáles son las estrategias de comunicación que han influenciado en el desarrollo de las comunidades peruano japonesas en Lima en cuanto a transmitir y difundir su cultura e información a las próximas generaciones Nikkei. Además de analizar cuáles son las estrategias de comunicación que son utilizadas para captar la atención de la tercera y cuarta generación de descendientes. Para ello, se propone una metodología interpretativa con una estrategia metodológica mixta compuesta por encuestas y entrevistas semi-estructuradas para los distintos perfiles de descendientes: Representantes adultos de la colectividad Nikkei, jóvenes Nikkei participantes y jóvenes descendientes en desarraigo. La importancia de este estudio se encuentra en el análisis del uso de las herramientas comunicacionales para la perduración de la cultura inmigrante y la transmisión de nuevos valores e identidad a las próximas generaciones Nikkei que puede servir para el desarrollo de planes comunicacionales contra el desarraigo. Además, los resultados pueden servir como referencias para otras comunidades en situación similar. / Currently, there is the problem of uprooting in the third and fourth generation of Peruvians descendents from Japanese immigrants, the Nikkei. This uprooting present in this migrant culture is the result of the historical and sociocultural factors that the first Japanese immigrants who arrived to Peru went through between the 19th and 20th centuries. As well as the influence of the receiving culture (Peruvian culture) over the years. This research aims to identify which communication strategies have influenced in the development of the Peruvian-Japanese communities in Lima, in terms of transmitting and spreading information and their culture through the next Nikkei generations. In addition, it analyzes which communication strategies are used to capture the attention of the third and fourth generation of Nikkei. For this purpose, an interpretative methodology with a mixed methodological strategy is proposed which consist of surveys and semi-structured interviews for the different profiles of descendants: adult representatives of the Nikkei community, participating young Nikkei and uprooted young descendants. The importance of this study is found in the analysis of the use of communication tools for the continuance of the immigrant culture and the transcendence of new values and a new identity to the next Nikkei generations which can serve to develop new communication plans against uprooting. Furthermore, the results can serve as references for other communities in a similar situation. / Trabajo de investigación

Цель этого исследования - разработать эффективную коммуникационную стратегию для отдела GSEM, которая улучшит текущие стратегии и модификации во время кризиса, сосредоточив внимание на возможности набора студентов из стран Латинской Америки. Научная новизна данного исследования заключается во влиянии авторитета магистерских и бакалаврских программ, представлений студентов о своей будущей карьере и эффективности коммуникативных стратегий в период кризиса. Практическая значимость этого исследования заключается в том, чтобы предоставить университетам идеи и стратегии для разработки эффективных коммуникативных тактик во время кризиса, а также определить ключевые факторы для успешных коммуникативных стратегий в сфере бизнеса и управленческого образования. Эффективность рекомендаций, представленных в этом исследовании, демонстрируется посредством анализа данных, который подтверждает влияние геополитического кризиса на восприятие России как направления обучения, выявляет ключевые факторы, затронутые санкциями, и выделяет предпочтения и каналы коммуникации потенциальных студентов, что в конечном итоге позволит университетам усовершенствовать свои коммуникационные стратегии и эффективно привлекать латиноамериканских студентов. / The objective of this research is to develop an effective communication strategy for the GSEM department that will enhance current strategies and modifications during times of crisis focusing on the possibility to recruit students from Latin American countries. The scientific novelty of this study lies on the impact of the credibility of Master and Bachelor programs, students' perceptions of their future careers, and the effectiveness of communication strategies during times of crisis. The practical significance of this study is to provide universities with insights and strategies for developing effective communication tactics during times of crisis, as well as identifying key drivers for successful communication strategies in the field of business and management education. The effectiveness of the recommendations provided in this study is demonstrated through the analysis of data, which confirms the impact of geopolitical crisis on perceptions of Russia as a study destination, identifies key factors affected by sanctions, and highlights the preferences and communication channels of potential students, ultimately enabling universities to enhance their communication strategies and attract Latin American students effectively.

The Anthropocene climate crisis and a growing global population present significantchallenges to contemporary food systems and global food security. In response to thesechallenges, a shift towards sustainable and nutritious food alternatives is required. Edibleinsects have emerged as a promising option due to their nutritional profile and potential as asustainable food source. However, despite their acknowledged benefits and widespreadconsumption in many regions, resistance towards insect-based foods persists in Westerncountries. Disgust, unfamiliarity and entrenched food cultures emerge as key obstacles to theadoption of edible insects. To foster acceptance in Western societies, research suggests thatimpactful communication and marketing efforts are essential. This study examines themarketing strategies perceived to be most effective in promoting edible insects and fosteringconsumer acceptance. Insights were gathered through semi-structured interviews with foodindustry representatives regarding the challenges and potential avenues for introducing insectproducts in Sweden. The results were compared with previous research and analysed usingconcepts of edibility formation to explain how something can become considered as foodwithin a given sociocultural context. The findings suggest that a mix of practical productinterventions and communication efforts could enhance the acceptance of edible insects.Emphasizing the value of incorporating insects in foods and creating familiar end products,primarily promoted with a focus on the individual benefits of insect consumption. However,widespread acceptance of insects as food in Sweden faces significant barriers that require arange of deliberate and context-specific measures over time. Factors such as availability,competitive pricing, and taste emerge as additional key challenges in this regard.

L’objectif de cette thèse est d’analyser et de comprendre la dynamique de la controverse autour de l’adoption en 2009 du code des personnes et de la famille au Mali. Elle s’intéresse particulièrement aux principaux enjeux, c'est-à-dire aux questions à l’origine de cette controverse ainsi qu’aux stratégies mises en place par les différents acteurs sociaux (les organisations islamiques et leurs alliés, d’une part, et d’autre part, les organisations féminines et les leurs) afin d’infléchir le processus. En plus du pourquoi et du comment de cette controverse, notre recherche visait à comprendre le bilan du processus tiré par les acteurs eux-mêmes, le sentiment qui les anime à l’issu de ce long processus, leur appréciation de leur expérience, et leur vision de l’avenir. Pour étudier cette problématique, nous avons choisi l’approche de l’action collective protestataire, laquelle s’inspire à la fois des théories de l’action collective, et de celles des mouvements sociaux et des dynamiques contestataires. Afin d’analyser les enjeux au cœur de cette controverse, les stratégies utilisées par les acteurs ainsi que leur bilan du processus, nous avons opté pour une démarche qualitative. En plus de la littérature grise, des articles de presse, documents audio et audiovisuels sur le sujet, notre travail de terrain de quatre mois dans la capitale malienne nous a permis de réaliser plusieurs entrevues auprès des acteurs impliqués dans ce processus. S’étendant de 1996 à 2011, soit seize ans, l’élaboration du code des personnes et de la famille au Mali fut un processus long, complexe, inhabituel et controversé. Les résultats de notre recherche révèlent que plusieurs enjeux, notamment sociaux, étaient au cœur de cette controverse : le «devoir d’obéissance » de la femme à son mari, la légalisation du mariage religieux, l’« égalité » entre fille et garçon en matière d’héritage et de succession et la reconnaissance de l’enfant naturel ont été les questions qui ont suscité le plus de débats. Si durant tout le processus, les questions relatives à l’égalité de genre, au respect des droits de la femme et de l’enfant, étaient les arguments défendus par les organisations féminines et leurs alliés, celles relatives au respect des valeurs religieuses (islamiques), sociétales ou socioculturelles maliennes étaient, par contre, mises de l’avant par les organisations islamiques et leurs alliés. Ainsi, si le discours des OSC féminines portait essentiellement sur le « respect de l’égalité des sexes » conformément aux engagements internationaux signés par le Mali, celui des OSC islamiques s’est, en revanche, centré sur le « respect des valeurs islamiques et socioculturelles » du Mali. Quant aux canaux de communication, les OSC féminines se sont focalisées sur les canaux classiques comme la presse, les radios, les conférences, entre autres. Les OSC islamiques ont également utilisé ces canaux, mais elles se sont distinguées des OSC féminines en utilisant aussi les prêches. Organisés généralement dans les mosquées et autres espaces désignés à cet effet, ces prêches ont consacré la victoire des OSC islamiques. Les radios islamiques ont joué elles aussi un rôle important dans la transmission de leurs messages. Pour ce qui est des stratégies d’actions, l’action collective qui a changé la donne en faveur des OSC islamiques (renvoi du code en seconde lecture, prise en compte de leurs idées), a été le meeting du 22 août 2009 à Bamako, précédé de marches de protestation dans la capitale nationale et toutes les capitales régionales du pays. Quant aux OSC féminines, elles n’ont mené que quelques actions classiques (ou habituelle) comme les pétitions, le plaidoyer-lobbying, les conférences-débats, au point que certains observateurs ont parlé de « stratégie d’inaction » chez elles. L’analyse a également révélé l’utilisation de stratégies inusitées de menaces et d’intimidation par certains acteurs du camp des OSC islamiques à l’endroit des partisans du code. Si chaque groupe d’acteurs a noué des alliances avec des acteurs locaux, les OSC féminines sont les seules à reconnaitre des alliances avec les acteurs extérieurs. Aujourd’hui, si la plupart des membres des OSC islamiques ne cachent pas leur satisfaction face à leur « victoire » et se présentent en « sauveur de la nation malienne », la plupart des membres des OSC féminines se disent, quant à elles, très « déçues » et « indignées » face à l’adoption du code actuel. Elles ne comprennent pas pourquoi d’un « code progressiste », le Mali s’est retrouvé avec un « code rétrograde et discriminatoire » envers les femmes. La thèse confirme non seulement la difficile conciliation entre droit coutumier, loi islamique et droit « moderne », mais également l’idée que le droit demeure l’expression des rapports de pouvoir et de domination. Enfin, notre recherche confirme la désormais incontournable influence des acteurs religieux sur le processus d’élaboration des politiques publiques au Mali. / The objective of this thesis is to analyze and understand the dynamics surrounding the controversy following the adoption of the Code of Persons and Family in Mali in 2009. It is particularly interested by the main issues, that is to say, the questions at the root of this controversy and the strategies implemented by different social actors (Islamic organizations and their allies, on the one hand, and women's organizations and theirs, on the other) in order to influence the process. In addition to the “why” and the “how” of this controversy, our research focuses on the understanding of the process assessment made by the actors involved, the feeling that animates them at the end of this long process, their appreciation of their experience, and their vision of the future. To investigate this issue, we have chosen collective action protest's approach, which inspired both theories of collective action, and those of social movements and protest dynamic. In order to analyze the stakes of this controversy, the strategies used by the actors and their assessment of the process, we opted for a qualitative approach. In addition to the gray literature, newspaper articles, audio and audiovisual materials on the subject, our field work during four months in the Malian capital has allowed us to make several interviews with the actors involved in this process. Stretching from 1996 to 2011, namely for sixteen years, the redaction of the Persons and Family Law in Mali was a long, complex, unusual and controversial process. Our research findings reveal that several issues, notably those social, were at the heart of this controversy: "duty obedience" of the wife to her husband, legalization of religious marriage, gender "equality" with regard to inheritance, and recognition of the illegitimate child were the questions that have generated the most debate. If during the whole process, questions related to gender equality, respect for women and children’s rights were the arguments defended by women's organizations and their allies, those relating to the respect of religious (Islamic), societal or sociocultural values of Mali were, on the contrary, put forward by Islamic’s organizations and their allies. Thus, if the discourse of women's organizations focused mainly on the "respect of gender equality" in accordance with international commitments signed by Mali, the discourse of Islamic organizations has, however, focused on the "respect of Islamic and socio-cultural values" of Mali. As for communication channels, women's CSOs have focused on traditional channels like press, radio, conferences, among others. Islamic CSOs have also used these channels, but they have distinguished themselves from women's CSOs by using also sermons. Generally organized in mosques and other spaces designated for that purpose, these sermons have consecrated the victory of Islamic CSOs. Islamic radios have also played an important role in the transmission of their messages. Concerning the strategies of action, the collective action that changed the situation in favor of the Islamic OSCs (resending the code for a second reading, inclusion of their ideas) was the meeting of August 22nd, 2009 in Bamako, preceded by protest marches in the national capital and all regional capitals of the country. As for women's CSOs, they have only carried out some classic (or usual) actions like petitions, advocacy-lobbying, conferences and debates, to the point that some observers spoke of "inaction strategy" on their part. The analysis also revealed the use of unusual strategies of threats and intimidation by some actors of Islamic camp towards to the supporters of the code. If each group of actors has formed alliances with local actors, women's CSOs are the only ones to recognize alliances with external actors. Today, if most members of Islamic CSOs don't hide their satisfaction with their "victory" and present themselves like "savior of the Malian nation", most members of women CSOs, meanwhile, say that they are very "disappointed" and "indignant" against the adoption of the current code. They don’t understand why from a "progressive code ", Mali ended up with a "retrograde and discriminatory code" towards women. The thesis confirms the difficult reconciliation of customary law, Islamic law and modern law, but it also suggests the idea that the law remains an expression of power relations and domination. Finally, our research confirms the now unavoidable influence of religious actors on the public policy making process in Mali.

Cette thèse se propose d’étudier les différents types de traitement utilisés par des locuteurs de français L1 et des apprenants étrangers de français lors de la prise de notes dans cette langue, à partir du discours oral magistral. Ce travail qui s’inscrit dans une perspective psycholinguistique vise à analyser la conformité et la fidélité sémantique et formelle des textes-cibles (les productions) par rapport au texte-source (le discours émis). Le cadre théorique de la thèse analyse différentes approches et taxinomies relatives aux stratégies communicatives en langue étrangère, notamment celle de Kellerman, dans le but de dégager une typologie des stratégies de traitement à étudier dans les données empiriques relevées. Afin d’étudier l’efficacité des prises de notes des participants à l’enquête observés, nous avons conçu une grille d’analyse intitulée une « grille de matrices » permettant d’analyser d’une part, le discours professoral (par la méthode de l’analyse discursive de Van Dijk) et d’identifier et de quantifier différents procédés audiographiques déployés par les noteurs observés. A l’issue d’analyses portant sur la forme et le fond des textes recueillis, nous avons dégagé des résultats détaillés relatifs à l’efficacité de la prise de notes des participants observés. Au terme des analyses, des propositions didactiques en matière de prise de notes en langue maternelle et étrangère sont formulées. / This thesis intends to study different types of treatments used by speakers of French L1 and foreign learners of French for note-taking during an oral lecture in that language. From a psycholinguistic perspective, this assignment aims to analyze compliance and definite semantic fidelity of targets-texts (productions) in comparison with the source-text (the issued speech). The theoretical context of the thesis analyzes different approaches and taxonomies relating to conversational strategies in a foreign language notably that of Kellerman, with the intention of identifying a typology of treatment strategies to be studied in gathered empirical data. To study the effectiveness of the participants’ note-taking, we conceived an analysis grid called “matrix grid” allowing to analyze, on one hand, professorial speech (through the method of the discursive analysis of Van Dijk) and on the other hand, to identify and quantify different audiographique techniques used by examined note takers. After analyzing the form and semantic content of the gathered texts, we formulated detailed results relating to the effectiveness of the examined participants’ note-taking. As a consequence of these analyses, didactic proposals in note-taking in a native or foreign language were formulated.

Made available in DSpace on 2016-04-26T18:17:26Z (GMT). No. of bitstreams: 1 Gilsamara Moura Robert Pires.pdf: 10078889 bytes, checksum: 46c6626864ca3a18ba422872b0fbf6f1 (MD5) Previous issue date: 2008-10-02 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / When operated in the field of Culture, the processes of communication demand a political understanding of its actuation. Cultural actions promote forms of communication among the several types of population, which integrate a municipality, between a city and its outskirts, and show that these changes occurring to the city modify its outskirts, thus altering the relationship between both of them. The nature of these actions is exactly what depicts the profile of what they communicate, so the importance of each one of them. Because of this, it is indispensable to learn how to identify the existing link of each cultural action and the society in which it operates. By understanding the cultural policies to the dance carried out in the city Araraquara, SP, during 2001-2008, as a process of communication, the thesis states the hypothesis that the set of cultural actions carried out made the city different from the other Brazilian cities of similar size and geographical situation and connected, linked it with another sort of circuit. The dance is used as an outline that explains and clarifies the hypothesis. The two projects here researched, objects of study of the current thesis - the Municipal School of Dance Iracema Nogueira, founded in 2002, and the Araraquara Dance Festival, created in 2001 were born from a distinct point of view of what had been traditionally done in the city. Its introduction aroused resistance and demanded strategies of communication capable of bringing about its adaptation to the Araraquarense society. In order to research the strategies that performed such transformation, it was used the bibliography on communication theories with a political view (BARBERO, MATTELART, SODRÉ) examined under the light of NEGRI & HARDT, BAUMAN and VIRNO. By using these authors, it was possible to develop the argument that the consolidation of projects, like both above described, by involving the city in singular and unusual forms, ended up by getting some strength that will possibly ensure its continuity facing and confronting the Brazilian tradition of interruption and discontinuity of cultural projects, even the successful ones, very election, when the political parties change places and come to power. To know the historical record of the forms of communication of dance in Araraquara in this period allows us to evaluate with more acuity and sharpness the transformation performed by both projects, which were born and introduced facing and transforming the centers of resistance that could be foreseen, since they dismissed the concept of dance which, up to the time, was used in the city. When substituting the championships and contests among the several private dance schools that took place under the name of Dance Festival , by collaborative forms among dance professionals, the Araraquara Dance Festival has interrupted the communication between Araraquara and the other cities where this type of competitive contests happened and has enrolled it in another circuit, the one of the professional, non-competitive festivals. Evidently, this act has harmed the local interests which united the private dance schools and some years were necessary so that the environment could be reconciled and harmonized again. The opening of the Municipal Dance School Iracema Nogueira, with a very diverse core curriculum, thus different from those applied in the other schools, opened another crack in the hegemony formerly practiced, making the dance environment in Araraquara much more plural and complex. The main purpose is to contribute to the advancing of discussions concerning the binomial communication-culture in a political perspective, using the cultural policies to the dance as the focus of this deliberation / Quando operam no campo da cultura, os processos de comunicação demandam uma leitura política da sua atuação. Ações culturais promovem formas de comunicação entre as várias camadas das populações que compõem uma cidade, entre uma cidade e seu entorno, modificam a cidade, modificam o entorno e modificam a relação entre ambos. A natureza dessas ações é que traça o perfil daquilo que comunicam, daí a importância de cada uma delas. Justamente por isso, torna-se indispensável aprender a identificar cada ação cultural como um processo de comunicação com a sociedade na qual opera. Entendendo a política cultural para a dança realizada na cidade de Araraquara-SP, entre 2001-2008, como um processo de comunicação, a tese parte da hipótese de que o conjunto de ações culturais realizadas a diferenciou de outras cidades brasileiras de porte e situação geográfica semelhante e a conectou com um outro tipo de circuito. A dança é empregada como o recorte que explicita a hipótese. Os dois projetos aqui pesquisados, objetos de estudo da presente tese - a Escola Municipal de Dança Iracema Nogueira, fundada em 2002, e o Festival de Dança de Araraquara, criado em 2001-, nasceram a partir de entendimentos distintos dos até então hegemônicos na cidade. Sua implantação suscitou resistência e demandou estratégias de comunicação capazes de promover a sua adaptação à sociedade araraquarense. Para pesquisar as estratégias que operaram tal transformação, aqui se empregou a bibliografia das teorias da comunicação de viés político (BARBERO, MATTELART, SODRÉ), lidas à luz de NEGRI & HARDT, BAUMAN e VIRNO. Com esses autores foi possível desenvolver o argumento de que a consolidação de projetos como os dois acima descritos, ao envolverem a cidade de formas inusitadas e singulares, acabaram ganhando uma força que, possivelmente, assegurará a sua continuidade - afrontando a tradição brasileira de interrupção e descontinuidade de projetos culturais, mesmo os bem sucedidos, a cada eleição, quando se alteram os partidos no poder. Conhecer o histórico das formas de comunicação da dança em Araraquara nesse período permite avaliar com mais acuidade a transformação operada pelos dois projetos, que nasceram e se implantaram enfrentando e transformando os focos de resistência que podiam ser antevistos, uma vez que destituíam o conceito de dança que, até então, se praticava na cidade. Ao substituir os campeonatos ou concursos entre escolas particulares que aconteciam debaixo da nomenclatura Festival de Dança", por formas colaborativas entre profissionais da área, o Festival de Dança de Araraquara desarticulou a comunicação entre Araraquara e as cidades onde funcionam estes festivais competitivos e inscreveu-a em outro circuito, o dos festivais profissionais e não-competitivos. Evidentemente, essa ação feriu os interesses locais que uniam as escolas privadas da cidade e foram necessários alguns anos para que o ambiente se harmonizasse. A inauguração da Escola Municipal de Dança Iracema Nogueira, pautada por uma proposta de currículo inteiramente distinta do modelo praticado por essas mesmas escolas, abriu outra fissura na hegemonia anterior, tornando o ambiente da dança em Araraquara mais plural e complexo. O objetivo central é o de contribuir com o avanço das discussões a respeito do binômio comunicação-cultura dentro de uma perspectiva política, usando a política cultural para a dança como o foco dessa reflexão