Submitted by (lucia.rodrigues@ufrpe.br) on 2016-12-12T15:20:24Z No. of bitstreams: 1 Rosa Maria Saraiva.pdf: 1981088 bytes, checksum: 280097755285a21a00ad5a0f584b6d4c (MD5) / Made available in DSpace on 2016-12-12T15:20:24Z (GMT). No. of bitstreams: 1 Rosa Maria Saraiva.pdf: 1981088 bytes, checksum: 280097755285a21a00ad5a0f584b6d4c (MD5) Previous issue date: 2008-12-12 / This study aimed to analyse the strategies of communication used by the Program of Combat to the Rural Poverty, of the Renascer Project, and for the Peixe de Rede Project, of the Sustainable Development Program in Pernambuco Forest Zone (PROFOREST), in the communities Atapuz, Barra de Catuama and Tejucupapo, Goiana district, Pernambuco. It this case study of qualitative nature, supported of the methodologist proceedings used by the institutions, quoted above, through institutional documents reading and interview semi - structuralized, distributed by categories for analysis. The study had as theoretical concepts scientific boarding in the aspect of the Fishing Extension, local Development and Communication. We base this study in the research problem: which results gotten by service of Fishing Extension of the Renascer and Promata Projects in the communities? And which relation of these results with the thematic of the communication strategies for the local development? The research counted on a amostral universe of twenty local social actors, five technician and two managers of the Renascer and Promata programs. There was used individual interviews carried out with carving and photographic register, to the field work The analysis of the content, applied to the data obtained through the interviews made possible to visualize like the strategies of communication they were used for the development of these projects. The communication strategies appear very incipient, it still favoring punctual results what does not contemplate the real necessities of these communities that use fishing activities guarantee of better conditions of life for the community and future generations. / Esta pesquisa objetivou analisar as estratégias de comunicação utilizadas pelo Programa de Combate à Pobreza Rural, do Projeto Renascer, e pelo Projeto Peixe de Rede, do Programa de Apoio ao Desenvolvimento Sustentável da Zona da Mata de Pernambuco (Promata), nas comunidades de Atapuz, Barra de Catuama e Tejucupapo, Município de Goiana, Pernambuco. Trata-se de um estudo de caso, de natureza qualitativa, apoiado em procedimentos metodológicos utilizados pelas instituições acima citadas, por meio de consulta a documentos institucionais e entrevistas semi- estruturadas, distribuídas por categorias para análise. Para tanto, o estudo contou com o aporte teórico no que diz respeito à Extensão Pesqueira, Desenvolvimento local e Comunicação. Embasamos este estudo na seguinte questão: quais os resultados obtidos por meio de uma terceirização de serviço de Extensão Pesqueira do Projeto Renascer e Promata nas comunidades e qual a relação desses resultados com a temática da estratégias de comunicação para a desenvolvimento local? A pesquisa contou com um universo amostral de vinte atores sociais locais, cinco técnicos e dois gestores dos programas Renascer e Promata. Para a pesquisa de campo, foram utilizadas entrevistas individuais realizadas com gravação em áudio. A análise dos dados possibilitou visualizar como as estratégias de comunicação foram utilizadas para o desenvolvimento desses projetos. As estratégias de comunicação aparecem de maneira muito incipiente, favorecendo resultados pontuais que ainda não contemplam às reais necessidades dessas comunidades que se utilizam das atividades pesqueiras para garantir melhores condições de vida para a comunidade e as futuras gerações.

Submitted by Luciana Ferreira (lucgeral@gmail.com) on 2016-02-04T09:27:42Z No. of bitstreams: 2 Dissertação - Pedro Henrique Andrade de Faria - 2015.pdf: 1437654 bytes, checksum: 33509914ac4b741c39adf3f6eed5288f (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Approved for entry into archive by Luciana Ferreira (lucgeral@gmail.com) on 2016-02-04T09:29:55Z (GMT) No. of bitstreams: 2 Dissertação - Pedro Henrique Andrade de Faria - 2015.pdf: 1437654 bytes, checksum: 33509914ac4b741c39adf3f6eed5288f (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) / Made available in DSpace on 2016-02-04T09:29:55Z (GMT). No. of bitstreams: 2 Dissertação - Pedro Henrique Andrade de Faria - 2015.pdf: 1437654 bytes, checksum: 33509914ac4b741c39adf3f6eed5288f (MD5) license_rdf: 23148 bytes, checksum: 9da0b6dfac957114c6a7714714b86306 (MD5) Previous issue date: 2015-06-23 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior - CAPES / This study aims at investigating and understanding how communicative strategies (CS) are present in Portuguese as a Foreign Language (PFL) classroom and how they contribute to the promotion of interaction between learner-learner and learner-teacher. The study also seeks to identify communicative strategies which are present in the PFL lessons, understand which strategies contribute to the promotion of interaction and negotiation of meanings in class and understand, as well, apprentices’ perception of communication in the classroom and the use of CS in class. Sixteen exchange students of a PFL class at UFG and the teacher of that class participated in this case study during the first semester of 2014. The principles of qualitative research were used to collect and analyze the data. The theoretical perspective basis of this study was proposed by Tarone (1980). Regarding the CS, we also used the sociocultural theory of Vigotski (2007, 2009) to discuss issues related to the interaction in the classroom. Finally, we discuss FL/L2 intercultural education, proposed by Corbett (2003), Kachuru (2008) and Risager (2005, 2006, 2010). Based on the theoretical assumptions, we show, by analyzing the data, the CS present in the PFL classes and how these CS contribute to the interaction of learners and the exchange of meaning. Finally, we demonstrate learners’ conception of learning a FL/L2 and how this conception reflects their attitude in the classroom. We believe that, from the understanding of the importance of the CS and a FL teaching approach, which takes into account intercultural aspects, we can develop a FL learning environment where learners feel comfortable in communicating regardless of the linguistic problems found during the communicative process. / Este estudo tem por objetivo investigar e compreender como as estratégias de comunicação (EC) estão presentes em sala de aula de português como língua estrangeira (PLE) e de que forma contribuem para a promoção da interação entre aprendiz-aprendiz e aprendiz-professor. Além disso, busca identificar quais estratégias de comunicação estão presentes nas aulas de PLE, compreender quais estratégias contribuem para a promoção da interação e da negociação de significados nas aulas e compreender, também, a percepção dos aprendizes sobre a comunicação em sala de aula e o uso das EC nas aulas. Participaram deste estudo de caso dezesseis alunos intercambistas da turma de PLE da UFG e a professora da turma do primeiro semestre de 2014. Os princípios da pesquisa qualitativa foram utilizados para a coleta e a análise dos dados. A perspectiva teórica que nos embasou, primeiramente, foi a proposta por Tarone (1980) sobre as EC Utilizamos, também, a teoria sociocultural de Vigotski (2007, 2009) para tratarmos das questões relacionadas à interação em sala de aula. Por último, abordamos o ensino intercultural de LE/L2, proposto por Corbett (2003), Kachuru (2008) e Risager (2005, 2006, 2010). Com base nos pressupostos teóricos, demonstramos, através da análise dos dados, as EC presentes nas aulas de PLE e como essas EC contribuem para a interação dos aprendizes e para as trocas de significado. Por fim, demonstramos a concepção dos aprendizes sobre a aprendizagem de uma LE/L2 e como essa concepção se reflete na atitude dos aprendizes em sala de aula. Acreditamos que, a partir da compreensão da importância das EC e de uma abordagem de ensino de LE que leve em consideração aspectos interculturais, podemos desenvolver um ambiente de aprendizagem de uma LE em que os aprendizes sintam-se confortáveis em se comunicar, independentemente dos problemas linguísticos encontrados durante o processo comunicativo.

Esta pesquisa tem por objetivo estudar os fenômenos de contato entre línguas que surgem nas interações entre aprendizes de italiano como língua estrangeira (LE), cuja língua materna (L1) é o português-brasileiro, durante a realização em dupla de uma tarefa (task) escrita. Em especial, analisam-se as estratégias de compensação denominadas conscious transfer que incluem a inserção de regras e termos da L1 na L2, classificadas como estratégias utilizadas pelos falantes para fazerem frente a problemas de comunicação em LE. São elas: a troca de código, os estrangeirismos, a tradução literal e o transfer. Para garantir a naturalidade dos dados, decidimos levantá-los num contexto autêntico, ou seja, na aula de língua estrangeira. O corpus que compõe este estudo é formado por 15 horas de gravações, posteriormente transcritas, realizadas numa classe formada por seis aprendizes de nível B2, inscritos no programa do curso de graduação em Língua e Literatura Italiana de uma universidade do Estado de São Paulo. Para classificar e analisar as estratégias de comunicação presentes nas interações de aprendizes cuja L1 é próxima à LE, valemo-nos da taxonomia proposta por Dörnyei e Kormos (1998), que procura conciliar a perspectiva psicológica com a perspectiva sociointeracional. A abordagem adotada para a análise das sequências dialógicas situa-se num espaço de confluência de disciplinas como a etnografia, a análise da conversação e os estudos interacionistas. Da análise do corpus emerge que os aprendizes, para realizar uma tarefa, optaram pelo uso da língua alvo em lugar da L1. A existência de um controle menor por parte do professor aumentou a ocorrência das atividades de natureza metalinguística, porque estimulou os interactantes, na tentativa de serem entendidos, a melhorarem seu output por meio de um conjunto de auto e heterocorreções. Entretanto, o uso das estratégias denominadas conscious transfer não visa somente à superação de determinados obstáculos linguísticos. Com efeito, a interlíngua dos aprendizes observados é caracterizada por um espaço dinâmico, híbrido e em construção, um espaço disputado entre o exolinguismo, constituído por todas as estratégias que servem para compensar as lacunas linguísticas devidas à falta de recursos adequados para expressar-se em LE, e o bilinguismo, caracterizado seja por estratégias discursivas seja por estratégias eminentemente expressivas, realizadas por meio da L1 ou, por que não dizer, da L3 e L4, destinadas à obtenção de um tipo de efeitos e de funções comunicativas que a LE não possui. Portanto, seria oportuno falar mais de estratégias de comunicação plurilíngue do que de estratégias de compensação. À luz dos dados levantados, podemos afirmar que, mesmo quando o contexto poderia induzir os alunos a utilizarem com maior probabilidade a L1, não há razões que justifiquem o receio manifestado por professores e alunos, porque, dependendo do tipo de atividade realizada, é provável que seja iniciado um processo de negociação que, sem dúvida, levará ao enriquecimento e à construção da interlíngua. / This research aims to study phenomena of contact between languages that arise in the interactions between learners of Italian as a second language (L2), who have Brazilian Portuguese as first language (L1), while executing a written task in pairs. In particular, we analyze the compensation strategies called conscious transfer that include the insertion of rules and terms of L1 on L2, classified as strategies used by speakers to face communication problems in LE. Namely, they are: code switch, loanwords, literal translation, and transfer. In order to guarantee the data naturalness, we have decided to collect them in an authentic context, that is, in the L2 classroom. The corpus that constitutes this study is comprised of 15 hours of records, which thereafter have been transcript, taken in a class formed by six learners of level B2, enrolled in the undergraduate program of Italian Language and Literature at a university of the state of São Paulo, Brazil. For the purpose of classifying and analyzing the communication strategies present in the interactions of learners whose L1 is akin to L2, we used the taxonomy proposed by Dörnyei e Kormos (1998), which intends to reconcile the psychological perspective with the socio-interactive one. The approach adopted for the analysis of dialogical sequences is situated in a space of confluence between disciplines such as ethnography, conversation analysis, and interactionist studies. The analysis of the corpus shows that the learners, in order to accomplish a task, have opted for using the target language instead of L1. The existence of less control by the teacher has increased the occurrence of metalinguistic activities, because it stimulated the interactants, as they tried to be understood, to improve their output by means of a combination of self- and hetero-corrections. However, the use of strategies the compensation strategies called conscious transfer does not seek only to overcome specific linguistic obstacles. Indeed, the interlanguage of the observed learners features a dynamic and hybrid space in permanent construction, a space disputed by exolinguism comprised of all the strategies for compensating linguistic gaps due to the lack of proper resources to express oneself in L2 and bilinguism characterized by discursive strategies as well as by eminently expressive ones, which are accomplished using L1 or, so to speak, L3 and L4, and destined to obtaining a kind of effects and communicative functions that L2 does not possess. Therefore, we are convinced that it is more a case of plurilingual communication strategies than of compensation strategies. In light of the collected data we can state that, even when the context could induce a greater probability that learners used L1, there are no reasons that justify the concern manifested by teachers and students, because depending on the type of activity performed, it is probable that it will be initiated a process of negotiation that, with no doubt, shall lead to an enrichment and to the construction of interlanguage.

Individual differences have been of special interest in the field of second language acquisition for decades. Recent studies show special interest in the stability of various individual differences. The results, however, have not proven to be coherent. This thesis aimed to investigate individual differences of Swedish students enrolled in a German course in 2011 and addressed the issue of stability and correlation, in terms of personality, motivation/attitude and communication strategy use. Furthermore, teachers' perception of their students‟ individual differences, as well the enhancement of ID factors in the language classroom were determined. The results could not verify recent criticism on previous individual difference research, since ID factors analyzed proved to be stable and to be highly correlated with each other. Especially the correlation between anxiety and extroversion, as well as communication strategy use proved to be interesting. Furthermore, a correlation between teaching practices and students' individual differences could be found.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The present study aims to determine the perception of undergraduate students on the communication channels of a Federal Institution of Higher Education. Within this perspective, there is the case of the Federal University of Maranhão (UFMA) that develops through its Office of Communication (ASCOM-UFMA) a range of actions and communication products targeted to their public and produced from different nuclei form the sector. Descriptively, it was decided to survey employing a two-step approach. First the method of measurement Familiarity-Receptivity as a way to assess how familiar and favorable is the image of the media IFES. In addition, the measurement of image content objects through semantic differential scale, analyzing dimensions of connotative meaning. The results show, in general, a good image of medias for public students, but also, specifically, serve as indicators for the development and / or maintenance of organizational communication strategies from each of the studied medias. / O presente estudo tem como objetivo verificar a percepção dos alunos de graduação sobre os canais de comunicação de uma Instituição Federal de Ensino Superior. Dentro dessa perspectiva, tem-se o caso da Universidade Federal do Maranhão (UFMA) que desenvolve por intermédio de sua Assessoria de Comunicação (ASCOM-UFMA) uma gama de ações e produtos comunicacionais direcionados para seus públicos e produzidos a partir de diferentes núcleos que compõem o setor. De modo descritivo, optou-se por um levantamento do tipo survey, empregando-se uma abordagem em duas etapas. Primeiramente o método de mensuração Familiaridade-Receptividade como forma de avaliar o quão familiar e favorável é a imagem dos veículos de comunicação da IFES. Complementarmente, a mensuração do conteúdo da imagem dos objetos por meio da escala de diferencial semântico, analisando dimensões de significado conotativo. Os resultados encontrados apontam, de modo geral, uma boa imagem dos veículos para o público de alunos, como também, especificamente, servem de indicadores para o desenvolvimento e/ou manutenção de estratégias de comunicação organizacional a partir de cada um dos veículos estudados.

Syftet: Denna studie syftar på att söka en ökad förståelse kring hur svenska hotell arbetar med CSR samt vilka strategier hotellen tillämpar för att kommunicera ut sitt CSR arbete. Metod: För att kunna svara på syftet har valet gjorts att använda kvalitativa metod genom att intervjua åtta hotell som verkar i Sverige. Teoretiskt perspektiv: Denna studie har använt teorier som består av CSR som begrepp, för respektive nackdelar, kommunikationsstrategier, sociala medier, hållbar kommunikation  Resultat: Alla de intervjuade hotellen arbetar med CSR. De flesta hotellen ser inga större nackdelar med att kommunicera ut CSR. Vilket ansvar hotellen själva anser att de har varierar i stor utsträckning. Kommunikationen är till störst utsträckning envägskommunikation. / Purpose: This study aims at seeking a better understanding of how Swedish hotels work with CSR and what strategies the hotels apply to communicate their CSR work. Method: To be available to answer the purpose, the choice has been made to use a qualitative method by interviewing eight hotels t in Sweden. Theoretical perspective: This study has used theories consisting of CSR as concepts, advantages and disadvantages, communication strategies, social media, sustainable communication Result: All the interviewed hotels work to a certain extent with CSR. Most hotels do not see any major disadvantages of communicating CSR. What responsibility the hotels themselves think they have vary to a large extent. Communication is the widest possible one-way communication

El presente plan de negocios sustenta la creación de la agencia de comunicación estratégica A Punto, cuya misión es brindar asesoría a pequeñas y medianas empresas del sector gastronómico, así como a sus dueños y chefs, para potenciar sus marcas y crear planes de comunicación con los cuales destacar en el competitivo mercado de las redes sociales. La pandemia cerró la economía peruana por varios meses y varios sectores económicos pagaron las consecuencias. Junto con el de turismo, el gastronómico fue, no cabe duda, uno de los más golpeados. Sin embargo, esta crisis evidenció también las posibilidades y beneficios que la comunicación estratégica y el marketing digital tienen para el desarrollo de un negocio que debe saber cómo posicionarse en redes sociales. A Punto propone una estrategia diferenciadora, pues no existe ninguna agencia de marketing digital en el mercado dedicada al sector de la gastronomía, ello pese a que en la actualidad unos 150 mil negocios dedicados a ello operan en el país. Nuestro modelo de negocio ancla su propuesta de valor en el conocimiento de la comunicación como herramienta para hacer crecer una empresa, a partir del diagnóstico, la planificación de estrategias y el acompañamiento del cliente en el desarrollo y evaluación de las mismas; todo alineado, y enfocado, en el mundo de los fogones. Basados en un sondeo de mercado, nuestra investigación halló los aspectos que las organizaciones, dueños y cocineros identifican como necesidades de comunicación. Nos hemos apoyado también en la visión de estrategas y consultores de comunicación con experiencia en el rubro de la restauración, con quienes nos acercamos a la realidad, retos y oportunidades de la consultoría especializada en gastronomía. Los resultados del trabajo nos permiten concluir que el modelo es viable con un prometedor crecimiento en los siguientes años. / This business plan upholds establishing of A Punto, an strategic communication agency whose mission is providing consultancy to small business and medium-sized companies in the gastronomic sector, as well as business’s owners and entrepreneurs chefs, in order to boosting brands and creating communication plans with which ones to stand out in the competitive social media market. The Covid19 pandemic closed the Peruvian economy for several months and many economic sectors were affected. Along with tourism, gastronomy was, certainly, one of the hardest hit. However, this crisis also evidenced the possibilities and benefits that strategic communication and digital marketing to develop business and knowing how take position on social networks. A Punto proposes a differentiation strategy, since there is no a digital marketing agency in the Peruvian market specialized in gastronomy sector, despite the fact that currently some 150 thousand gastronomic businesses operate in our country. Our business model holds its value proposition in the knowledge of communication as a tool to growing company, focused in on diagnosis, planning of strategies and accompanying to client in their development and evaluation; everything lined and focused in the world of stoves. Based in a market survey, our investigation found out the aspects which companies, business’s owners and entrepreneurs chefs identify as communication needs. We have also relied on the vision of communication strategists and specialized consultants with experience in the restaurant industry, with whom we get closer to the reality, challenges and opportunities of gastronomy consulting. The results of this investigation allow us to conclude that the model is viable with promising growth in the following years. / Trabajo de investigación

Hoy en día, el uso de las redes sociales de manera profesional y las mismas reglas y restricciones que imponen estas plataformas al momento de ofrecer espacios publicitarios en sus webs, hace que el mundo sea competitivo para crecer y hacer un negocio conocido. Esto sucede con los músicos independientes en Lima dado que en su mayoría no cuenta con los recursos necesarios para crear una estrategia que impacte en redes sociales o simplemente no tiene un presupuesto de inversión. El tema investigado consiste en demostrar que el uso óptimo y eficiente de las redes sociales es una estrategia digital es esencial para generar Brand Awareness en el negocio de los músicos independientes. Se buscó investigar una audiencia joven, la cual es considerada como nativos digitales, que entra durante varios momentos en el día a sus redes sociales y que escuchan a sus artistas favoritos a través de plataformas de streaming digital en su gran mayoría. Basándonos en la aplicación estudios cualitativos y cuantitativos, se buscará evidenciar y demostrar que esta relación existe y es relevante para el negocio de la industria de la música en la ciudad de Lima, Perú. / Today, the use of social networks in a professional manner and the same rules and restrictions imposed by these platforms when offering advertising spaces on their websites, makes the world competitive to grow and make a business known. This happens with independent musicians in Lima since they do not have the necessary resources to create a strategy that impacts social networks or simply does not have an investment budget. The subject investigated is to demonstrate that the optimal and efficient use of social networks is a digital strategy is essential to generate Brand Awareness in the business of independent musicians. We sought to investigate a young audience, which is considered as digital natives, who enter their social networks for several moments in the day and who listen to their favorite artists through digital streaming platforms in the vast majority. Based on the application of qualitative and quantitative studies, we will seek to demonstrate and demonstrate that this relationship exists and is relevant to the music industry business in the city of Lima, Peru. / Trabajo de investigación

Language learning strategies have been given a large role in the Swedish curriculum for modern languages and the usage of strategies is one of the requirements for getting a passing grade in the subject. However, language learning strategies is a term that is hard to grasp when seeing it without a context. Even in a context it can be hard to explain what is really meant. This study tries to explain what language learning strategies are in relation to the Swedish school system and aims to find out if these strategies are to be found and how they are used in two Swedish-German textbooks.The study shows that there are no explicit examples where a certain type of languagelearning strategy is to be found. Nevertheless, there are multiple instances where both books offer assignments that can lead to the usage of said strategies.

Syfte: Syftet med denna studie är att söka djupare förståelse kring hur företag agerar vid företagskriser, vilka strategier de tar till sig. Vidare syftar studien till att bidra till djupare förståelse kring hur kriskommunikation tas emot av konsumenter på sociala medier. Metod: En kvalitativ fallstudie har tillämpats på fyra företag som har genomgått en publik företagskris. Den samlade empirin grundar sig på sekundärdata som har framställts genom en E-forskningsmetod. För att undersöka konsumentresponsen har 100 slumpmässiga kommentarer valts från respektive kommentarsfält för att sedan presenteras i ett ordmoln där de mest kommenterade orden illustreras. Teoretiskt perspektiv: Den teoretiska referensramen innefattar teorierna: Corporate Apologia, Image Repair Theory och Situational Crisis Communication Theory. Slutsats: Studiens slutsats ger indikationer på att företag ber om ursäkt för händelsen och kommunicerar ut alla beslut som tas rörande den. Det går att antyda att konsumenter reagerar varierande på kriskommunikation där företag enbart ber om ursäkt för den händelsen. Det går även att antyda att konsumenterna till största del har en generellt positiv bild av kriskommunikation där företag kommunicerar ut en handlingsplan, i samband med att företaget tidigare har bett om ursäkt för händelsen. / Purpose: The purpose of the study is to examine how companies use external communication, through different communication strategies during a corporate crisis. Furthermore how customers respond to the company's crisis communication.   Methodology: A qualitative case study was applied to four companies that have undergone a corporate crisis. The empirical data is based on secondary data that have been collected through an E-science methodology. To examine the customer response on the crisis communication, 100 random comments were selected from each comment section. The response is presented in a wordcloud where the most frequently used words are illustrated in the cloud. Theoretical framework: The theoretical framework includes the theories: Corporate Apologia, Image Repair Theory and Situational Crisis Communication Theory. Conclusion: The conclusion provides indications that companies apologize for the incident and communicate all decisions made regarding it. It can be suggested that consumers react differently to crisis communication where companies only apologize for that event. It can also be suggested that consumers for the most part have a generally positive image of crisis communication where companies communicate an action plan, in addition to that the company previously has apologized for the incident.