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

For a long time, the research of communication strategies has played an important role in the study of second language acquisition. They are a criterion for the evaluation of the oral presentation and interaction in the Swedish curriculum of modern languages. Unfortunately, there are only few examples of communication strategies in the curriculum and teachers may ask themselves how different types of communication strategies can be distinguished and categorized. This study showcases how communication strategies used by 9th graders in group discussions can be identified and categorized based on a taxonomy of strategies and how this may contribute to evaluating the use of communication strategies. The research method used in this study is based on qualitative deductive content analysis. Results show, that communication strategies can be assigned uniquely to two major types of strategies, namely avoidance and resource expansion strategies. However, the assignment of communication strategies to different sub-categories proved to be more problematic. Furthermore, it could be determined that knowledge about the two major types of strategies contributes to the evaluation of communication strategies in oral presentation and interaction.

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)

The rapid increase in the expenditure on below-the-line promotions (consumer and trade promotions, direct marketing, sponsorship and public relations) relative to above-the-line advertising (television, radio, print, outdoor and cinema) in South Africa has earmarked a new era of integrated marketing communication strategies across all sectors. Ultimately, this strategic shift has brought about a need to better understand the relationship between above-the-line advertising and below-the-line promotions and to measure the impact of such changes on company sales/profits over the long-term. In the research undertaken amongst 250 senior marketing, brand and product managers of South African brand-owned companies, the relationship between above-the-line advertising and below-the-line promotions in the marketing of South African products and services was investigated across six different economic sectors. It was evident from the findings that most brand-owned companies currently integrate above-the-line advertising and below-the-line promotion activities. The study shows that most brand-owned companies in South Africa combine press, radio and television (above-the-line) with consumer promotions (below-the-line). The most frequently used above-the-line advertising medium is television, which is also seen as the most important mode to support long-term brand building amongst consumers. In turn, print is regarded as the most important above-the-line mode to support trade franchise building. Most frequently used below-the-line modes include direct marketing and public relations. Direct mail and cooperative advertising are seen as the most important below-the-line consumer and trade franchise building modes respectively. Although marketing communication expenditure is positively skewed towards above-the-line adverstising, most recent trends show a gradual increase in the use of below-the-line promotions. To prevent a brand's sales/profits from decreasing over the long-term due to too high below-the-line promotional expenditure, the study encourages a sound balance between above-the-line advertising and below-the-line promotions. Although the ideal ratio of above-the-line advertising to below-the-line promotions is related to the nature of the product and service being marketed, the extent of competitive activity in the market and the frequency of purchase, amongst many other salient factors, the study regards a 60/40 ratio as the most ideal for building long-term brands. On the other hand, a ratio of 35/65 is regarded as the critical point at which company sales/profits may deteriorate because of too high below-the-line promotional spending. In conclusion it can be said that the marketing communication industry of South Africa has entered a period of integrated marketing communication practices which requires sound marketing communication budget strategies conducive to the long-term survival of South African products and services. / Business Management / D. Com. (Marketing Communication)

Summaries in English, Tsonga and Venda / Dyondzo yi lavisisa vutlhari lebyi nga kona eka marungula ya tiprosi ta Xitsonga byo kambisisa swikili swa vulawuri na switirateji swa mbulavurisano leswi tirhisiwaka hi varhangeri va sweswi eka tisosayiti. Mahungu hinkwawo ya mbulavurisano wa swiharhi na vanhu ya nyikiwile lama kongomisaka eka tinxaka ta vurhangeri na swikili. Marungula ya tiprosi ta Xitsonga lama hlawuriweke na ku dokhumentiwa na marungula hi varhangeri va sweswi ya hlengeletiwile naswona ya xopaxopiwile. Dyondzo yi leteriwile hi Nxopanxopo wa Mbulavulo wa Nkoka, Mbulavurisano wa Vanhu, na maendlelo ya vutitivisi bya Vanhu. Datara yi lulamisiwile hi mitlawa ku ya hi mikhetekanyo leyi hlawuriweke ya switirateji swa mbulavurisano wa nomu na wo ka wu nga ri wa nomu. Mavulavulelo ya vanhu lava nga eka swiyimo swa vurhangeri eka marungula ya tiprosi na ya vanhu va sweswi ya hlamuseriwile na ku va ya xopaxopiwile hi ku ya hi maendlelo lama hlawuriweke. Leswi nga kumiwa swi humeserile erivaleni leswaku hakunene, varhangeri va sweswi va kayivela swikili swa vulawuri na switirateji swa mbulavurisano. Milawu ya vurhangeri leyi kambisisiweke leyi languteriweke ku suka eka varhangeri votala va vanhu yi kumiwile yi nga ri kona. Swiyimo swa malawulelo na mafumelo yo biha hi ndlela ya ntirhiso wo ka wu nga ri kahle kumbe nkucetelo swi kombisiwile ku suka eka ku tirhisa switirateji swa mbulavurisano wa nomu na wo ka wu nga ri wa nomu hi ndlela yo ka yi nga ri kahle. Makolo, vukari na ku tshembhela eka swa vukhongeri kumbe swikwembu swa le hansi a ku ri swona a swi vanga malawulelo na mafumelo yo biha. Vatirhivotala va xiyimo xa le hansi va hlanganile na ku xanisiwa emimoyeni, ku xanisiwa hi ku vulavula na ku xanisiwa emirini, ku xanisiwa hi swa masangu na ku susiwa eka swiyimo swa vona ehansi ka vulawuri bya varhangeri va vona eka sosayiti. Varhangeri va sweswi va nga dyondza swotala hi swikili swa vulawuri na switirateji swa mbulavurisano ku suka eka marungula ya tiprosi ta tindzimi ta Afrika, ngopfu-ngopfu marungula ya tiprosi ta Xitsonga. Dyondzo yi humesela erivaleni leswaku ntsheketo wu fuwile hi vutlhari bya swikwembu swa le hansi, lebyi nga pfunaka eka swiphiqo swa vurhangeri bya sweswi. Dyondzo yi nga va na nkoka eka varhangeri na vatirhikulorhi va vona va xiyimo xa le hansi. Swiringanyeto na swibumabumelo swi nyikiwile eka varhangeri va sweswi ku va pfuna ku teka xiboho xo hundzuluxa switirateji swa vona swa mbulavurisano na ku cinca mavulavulelo ya vona. Varhangeri va sweswi va fanele va kopela ku suka eka vutlhari lebyi nga kona eka marungula ya tiprosi ku kambisisa ku kayivela ka swikili swa vona swa vulawuri na switirateji swa mbulavurisano ku antswisa mbulavurisano exikarhi ka vona na vatirhikulorhi va vona lava nga eka xiyimo xa le hansi. / Ngudo i todisisa vhutali vhu re hone kha nganetshelo dza phurosa ya sialala ya Xitsonga malugana na khaedu ya zwikili zwa ndangulo na ndila dza vhudavhidzani zwi shumiswaho nga vharangaphanda vha musalauno zwitshavhani. Mafhungo a u rangela malugana na vhudavhidzani ha phukha na ha vhathu o netshedzwa ho sedzwa maitele na zwikili zwa vhurangaphanda. Nganetshelo dzo vhulungwaho na u nanguludzwa dza phurosa ya sialala ya Xitsonga na nganetshelo malugana na vharangaphanda vha musalauno dzo kuvhanganywa dza senguluswa. Ngudo iyi yo disendeka kha ndila dza Tsenguluso ya Vhudavhidzani ha Tsasaladzo, Ngudo ya luambo ho sedzwa zwa u Tshilisana kha Vhudavhidzani na Nzudzanyele ya Vhushaka ha vhathu. Data yo vhekanywa u ya nga zwigwada zwa ndila dza vhudavhidzani dza u amba na dzi si dza u amba. Maitele a u davhidzana a vhaanewa kha vhuimo ha vhurangaphanda kha nganetshelo dza phurosa dza sialala na kha zwitshavha zwa musalauno o talutshedzwa a senguluswa ho d isendekwa nga ndila dzo nangwaho. Mawanwa o dzumbulula uri nangoho, vharangaphanda vha musalauno vha shaya zwikili zwa ndangulo na ndila dza vhudavhidzani. Mirando ya vhurangaphanda yo tolwaho ine ya lavhelelwa kha vharangaphanda vhanzhi vha zwitshavha a vha nayo. Zwiwo zwa ndangulo na u laula zwa u shumisa maanda kha tshivhumbeo tsha u shumisa kana u tutuwedza hu sa vhuedzi zwo vhonala kha tshumiso i si yone ya ndila dza vhudavhidzani dza u amba na dzi si dza u amba. Tseda, tsinyuwo na lutendo lwa vhurereli vhu si hone kana vha kale zwo vha zwiko zwa ndangulommbi na u toda u laula. Vhunzhi ha vhalanda vho vhaisala muyani, kha u amba na u tambudzwa muvhilini, vho tambudzwa kha zwa vhudzekani na u sudzuluswa nga vharangaphanda vhavho tshitshavhani. Vharangaphanda vha musalauno vha nga guda zwinzhi nga ha zwikili zwa ndangulo na ndila dza vhudavhidzani kha nganetshelo dza phurosa ya sialala ya nyambo dza vharema, zwihulu kha nganetshelo dza phurosa ya sialala ya Xitsonga. Ngudo yo bvukulula uri zwa sialala zwo pfuma nga vhutali ha vha kale, vhune vhu nga thusa malugana na thaidzo dza vhurangaphanda ha musalauno. Ngudo iyi i nga vha ya ndeme kha vharangaphanda na vhalanda vhavho. Madzinginywa na themendelo zwo netshedzwa kha vharangaphanda vha musalauno u vha thusa uri vha kone u tshea malugana na u dzudzanya nga huswa ndila dzavho dza vhudavhidzani, nahone vha kone u shandukisa kuitele kwavho kwa u davhidzana. Vharangaphanda vha muisalauno vha fanela u guda kha vhutali vhu re kha nganetshelo dza phurosa ya sialala vha lulamise tshiimo tsha u shaya havho zwikili zwa ndangulo na nd ila dza vhudavhidzani malugana na u khwinisa vhudavhidzani vhukati havho na vhalanda vhavho. / The study investigates the wisdom embedded in Xitsonga oral prose narratives to address management skills and communication strategies used by current leaders in societies. Background information on animal and human communication is provided with a focus on leadership styles and skills. Selected documented Xitsonga oral prose narratives and narratives about current leaders were collected and analysed. The study is guided by the Critical Discourse Analysis, Interactional Sociolinguistics and Social Constructionist approaches. Data was classified per the selected categories of the verbal and nonverbal communication strategies. Communicative behaviours of characters in leadership positions in the oral prose narratives and those of the current societies were interpreted and analysed based on the selected approaches. Findings revealed that indeed, current leaders lack management skills and communication strategies. Examined leadership principles expected from many societal leaders were found to be non-existent. Cases of power mismanagement and dominance in the form of negative manipulation or influence were identified from their misuse of verbal and nonverbal communication strategies. Greed, anger and defective religious or ancestral beliefs were sources of such power mismanagement and dominance. Most subordinates suffered emotional, verbal and physical abuse, sexual harassment and displacement at the hands of their leaders in the society. Current leaders can learn much about management skills and communication strategies from the African languages oral prose narratives, particularly Xitsonga oral prose narratives. The study reveals that folklore is rich with ancestral wisdom, which can assist in current leadership problems. The study can be valuable to both leaders and their subordinates. Suggestions and recommendations are offered to the current leaders to help them decide on adjusting their communication strategies and ultimately changing their communicative behaviour. Current leaders should take a leaf from the wisdom embedded in oral prose narratives to address their lack of management skills and communication strategies to improve communication between them and their subordinates. / African Languages / D. Litt. et Phil. (African Languages)