Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-07-24T19:29:55Z No. of bitstreams: 1 DIS_LUCAS_OSORIO_RIZZATTI_COMPLETO.pdf: 1631622 bytes, checksum: 194e0f3c40cdd30591726452f8229610 (MD5) / Made available in DSpace on 2017-07-24T19:29:55Z (GMT). No. of bitstreams: 1 DIS_LUCAS_OSORIO_RIZZATTI_COMPLETO.pdf: 1631622 bytes, checksum: 194e0f3c40cdd30591726452f8229610 (MD5) Previous issue date: 2017-01-06 / This research seeks understanding the role played by the imaginary technologies over the figure of the 1950 World Cup major villain. The starting point is the goalkeeper Barbosa who centralizes the imaginary of the villain. The analysis developed presents how such technologies acted in order to establish this scenario, focusing on the published editions of "Jornal dos Sports" since the decisive match involving Brazil and Uruguay. The study is based on the intepretative sociology and the imaginary technologies, including aspects towards the sports journalism, mainly the brazilian one. / Este trabalho procura uma reflex?o do papel das tecnologias do imagin?rio sobre a figura do vil?o da Copa do Mundo de 1950, disputada no Brasil. Tomamos como ponto de partida que o goleiro Barbosa centraliza o imagin?rio do vil?o e, a partir da?, busca-se compreender como se chegou a tal cen?rio e o quanto as tecnologias dispon?veis agiram nesse sentido tendo como foco de pesquisa as edi??es do Jornal dos Sports de 1950, desde que o Brasil perdera para o Uruguai por 2 a 1 na partida decisiva. O trabalho se apoia nas no??es de sociologia compreensiva e tecnologias do imagin?rio, al?m de aspectos voltados ao jornalismo esportivo, sobretudo brasileiro.

Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-08-09T14:55:57Z No. of bitstreams: 1 TES_PAULA_CRISTINA_VISONA_COMPLETO.pdf: 16296138 bytes, checksum: 9e7d14a3df6448979a0bd7903506b8f7 (MD5) / Made available in DSpace on 2017-08-09T14:55:58Z (GMT). No. of bitstreams: 1 TES_PAULA_CRISTINA_VISONA_COMPLETO.pdf: 16296138 bytes, checksum: 9e7d14a3df6448979a0bd7903506b8f7 (MD5) Previous issue date: 2017-07-04 / This work offers a perspective on the identification of sociocultural trends. We align the emergence of these trends to the constituent factors of the social imaginary, building on Maffesoli's work regarding the relationship between the imaginary and everyday experiences. We articulate this perspective with other contributions, particularly regarding methodology, built by combining aspects of comprehensive sociology, interpretive anthropology, and dialogism. By means of this methodology we seek to identify the consequences of a specific socio-cultural trend called being-together-with, so as to reveal a number of its associated emerging elements, in order to employ scenario building. Such methodological perspectives posit an approach to being-together-with which allows for the understanding of its respective resultant social forms qua social trend: Creative Collectives. Therefore, we identify some of these social forms in the city of Porto Alegre qith an understanding that, as the first stage of the manifestation of a sociocultural tendency, they stimulate other manifestations aimed at the emergence of new trends, particularly those related to the emergence of the creative economy. / Neste trabalho apresentamos uma perspectiva de identifica??o de tend?ncias socioculturais. Alinhamos a emerg?ncia dessas tend?ncias a fatores constituintes do imagin?rio social, apoiando-nos amplamente na perspectiva apresentada por Maffesoli no que tange ? rela??o entre o imagin?rio e as viv?ncias cotidianas. Articulamos esta perspectiva a outros aportes, principalmente no que se refere ? metodologia, constru?da pelo cruzamento entre aspectos da sociologia compreensiva, da antropologia interpretativa, e do dialogismo. Por meio desta metodologia, buscamos identificar desdobramentos de uma tend?ncia sociocultural espec?fica - denominada estar-junto-com - visando relevar alguns elementos emergentes, a fim de colocar em pr?tica a tarefa de constru??o de cen?rios de futuro. Tais perspectivas metodol?gicas postulam uma abordagem de aproxima??o com o que reconhecemos como formas sociais decorrentes do estar-junto-com enquanto tend?ncia sociocultural: os Coletivos Criativos. Para tanto, identificamos algumas destas formas sociais na cidade de Porto Alegre, compreendendo que, como primeiro est?gio de manifesta??o de uma tend?ncia sociocultural, acabam por estimular outras manifesta??es, objetivando o surgimento de novas tend?ncias, especialmente aquelas relacionadas ? emerg?ncia da economia criativa.

Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-08-10T17:25:53Z No. of bitstreams: 1 DIS_LUCIANO_NUNES_SUMINSKI_COMPLETO.pdf: 3578352 bytes, checksum: 40b612a84fa9db5857c610dcb0a607ff (MD5) / Made available in DSpace on 2017-08-10T17:25:53Z (GMT). No. of bitstreams: 1 DIS_LUCIANO_NUNES_SUMINSKI_COMPLETO.pdf: 3578352 bytes, checksum: 40b612a84fa9db5857c610dcb0a607ff (MD5) Previous issue date: 2017-03-28 / Working with measurement of results in communication consists of monitoring the development of research strategies and management of business communication, transforming the approach to the subject into a contemporary interest whilst being bonded to a need of contemplating technological advances, which are multiplying fast. More than relevant, the measurement of results in communication is a real and promising possibility for the partial understanding of the influences of these multiple changes, including in the Organizational Culture. This study treats the subject by approaching concepts and practices geared up for innovation and creativity, which are increasingly part of the organizational environments, making the management of relationships a challenge for media professionals, who need to reconcile new concepts of production and services with the traditional search for immediate results. In its development, the study establishes relationships between theory and practice of measurement of results in communication in environments of innovation, contemplating the execution of exploratory research with a Startup. This dissertation intends to contribute to a better understanding of the phenomena of business communication results, investigating the Startups as companies that are open to learning and to uncertainties, and that may represent a laboratory of experimentation on new organizational concepts and practices with regards to communication. / Trabalhar com Mensura??o de Resultados em Comunica??o representa acompanhar a evolu??o das estrat?gias de pesquisa e gest?o da Comunica??o Empresarial, tornando a abordagem do assunto um interesse contempor?neo e aderente ? necessidade de contemplar os avan?os tecnol?gicos, que se multiplicam com velocidade. Mais do que relevante, a Mensura??o de Resultados em Comunica??o ? uma possibilidade real e promissora para o entendimento parcial das influ?ncias dessas transforma??es, inclusive na Cultura Organizacional. Este estudo trata do assunto com conceitos e pr?ticas voltados ? Inova??o e criatividade, que cada vez mais fazem parte dos ambientes organizacionais, tornando a gest?o dos relacionamentos um desafio para os profissionais de Comunica??o, que precisam conciliar novos conceitos de produ??o e presta??o de servi?os com a tradicional busca por resultados imediatos. Em seu desenvolvimento, o estudo estabelece rela??es entre a teoria e a pr?tica da Mensura??o de Resultados em Comunica??o nos ambientes de Inova??o, contemplando a realiza??o de pesquisa com uma Startup. Com esta disserta??o pretende-se contribuir para uma melhor compreens?o dos fen?menos de Comunica??o Empresarial e seus resultados, abordando as Startups como empresas abertas ao aprendizado e ?s incertezas, e que podem vir a representar um laborat?rio de experimenta??o sobre novos conceitos e pr?ticas organizacionais com rela??o ? Comunica??o.

Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-09-12T12:16:41Z No. of bitstreams: 1 DIS_MARCEL_VIERO_COMPLETO.pdf: 7949872 bytes, checksum: e9446a7629852c1c2b6566b868f0f8f1 (MD5) / Made available in DSpace on 2017-09-12T12:16:42Z (GMT). No. of bitstreams: 1 DIS_MARCEL_VIERO_COMPLETO.pdf: 7949872 bytes, checksum: e9446a7629852c1c2b6566b868f0f8f1 (MD5) Previous issue date: 2017-07-28 / The dissertation is about Branded Entertainment in the television of Brazil from an advertising campaign of Combat to Cancer of Mama launched in 2015. The case was exhibited outside the commercial brake and within the program Fant?stico of the open channel of the Globo Network, in the year in which the ?Fashion Target? campaign would celebrate twenty years in the country. The commercial brake and the advertising that runs between entertainments were investigated by the research. The theoretical framework that bases the research starts on leisure and social with Dumazedier (1973) and entertainment with Cobra (2008), Dyer (2005), Parreno (2010), Mackee et al (2014) and Hackley (2015). Machado (2009), Marcondes (2002) and Kotler (2010) support advertising and Wolf (2015) television in the digital age. Reis e Silva (2009) offers an initial methodological model for analysis of the entertainment product and the case of Branded Entertainment. The objective aspects regarding the production, distribution and exhibition of entertainment and subjective ones with the content of this product are observed in the analysis, that proposes to understand also the roles of the partners in this process. Television channels, digital influencers and producers of audiovisual entertainment content could also act in Branded Entertainment establishing another kind of commercial relations that still in evolution process. / Esta disserta??o tem como tema de pesquisa o Branded Entertainment na televis?o aberta do Brasil, a partir da campanha publicit?ria de Combate ao C?ncer de Mama que aconteceu em 2015. O caso foi exibido fora do intervalo comercial e dentro do programa Fant?stico do canal aberto da Rede Globo, no ano em que a campanha do ?Alvo da Moda? comemoraria vinte anos de atua??o no pa?s. O intervalo comercial e a publicidade que atua fora dele s?o investigados pela pesquisa. O referencial te?rico que fundamenta a pesquisa parte do lazer em Dumazedier (1973) e do entretenimento com Cobra (2008), Dyer (2005), Parreno (2010), Mackee et al (2014) e Hackley (2015). Machado (2009), Marcondes (2002) e Kotler (2010) sustentam a publicidade e Wolf (2015) a televis?o na era digital. Reis e Silva (2009) oferece um modelo metodol?gico inicial para an?lise do produto de entretenimento e do caso de Branded Entertainment. Aspectos objetivos referentes ? produ??o, distribui??o e exibi??o do entretenimento e subjetivos com rela??o ao conte?do deste produto s?o observados na an?lise, que prop?e entender tamb?m os pap?is dos colaboradores neste processo. Canais de televis?o, influenciadores e produtores de conte?do de entretenimento audiovisual atuam no Branded Entertainment formando rela??es que fogem do convencional.

Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2017-09-18T19:07:08Z No. of bitstreams: 1 LANA_SOUZA_BAUMGARTEN_DIS.pdf: 729470 bytes, checksum: 3be2654c726043cb10e5c0427043cd72 (MD5) / Rejected by Caroline Xavier (caroline.xavier@pucrs.br), reason: Devolvida devido ? diverg?ncia entre o t?tulo da publica??o/capa, em rela??o ao t?tulo da folha de rosto/folha de aprova??o da banca e ficha catalogr?fica. on 2017-09-22T19:19:02Z (GMT) / Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2017-10-02T16:45:57Z No. of bitstreams: 1 LANA_SOUZA_BAUMGARTEN_DIS.pdf: 708171 bytes, checksum: d618d61655d8f31edc2060847612839e (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-10-03T11:25:40Z (GMT) No. of bitstreams: 1 LANA_SOUZA_BAUMGARTEN_DIS.pdf: 708171 bytes, checksum: d618d61655d8f31edc2060847612839e (MD5) / Made available in DSpace on 2017-10-03T11:28:42Z (GMT). No. of bitstreams: 1 LANA_SOUZA_BAUMGARTEN_DIS.pdf: 708171 bytes, checksum: d618d61655d8f31edc2060847612839e (MD5) Previous issue date: 2017-08-17 / Conselho Nacional de Pesquisa e Desenvolvimento Cient?fico e Tecnol?gico - CNPq / The present work presents a research carried out to compose a dissertation that ends the masters course in social communication. Its focus is on the interpretation of the developed theory regarding political action in cyberspace in the 21st century. It was decided to direct this interpretation from the political philosophy of Hannah Arendt through a phenomenological contribution building its argumentative base around its concepts of political action and public sphere. Based on the concepts, it was intended to elucidate and deconstruct the thinking of three authors chosen to represent contemporary thinking, Wilhelm, Saco and Castells, and to bring notes about the phenomenon of political action on the web and its political and social, but mainly communicational and media implications. A detailed analysis elapses comparing how authors? prepositions run and highlighting what of each of them fits in Arendtian thought to then preconclude how enlightening or not for current thinking about politics in cyberspace they might be. / O presente trabalho apresenta a pesquisa realizada para compor a disserta??o que encerra o curso de mestrado em comunica??o social. Seu foco ? na interpreta??o da teoria desenvolvida a respeito da a??o pol?tica no ciberespa?o no s?culo XXI. Optou-se por encaminhar essa interpreta??o a partir da filosofia pol?tica de Hannah Arendt atrav?s de um aporte fenomenol?gico construindo sua base argumentativa em torno de seus conceitos de a??o pol?tica e esfera p?blica. Partindo desses conceitos, se pretendeu elucidar e desconstruir o pensamento de tr?s autores escolhidos para representar o pensamento contempor?neo, Wilhelm, Saco e Castells, e trazer apontamentos sobre o fen?meno da a??o pol?tica na web e suas implica??es pol?ticas e sociais mas, principalmente, comunicacionais e midi?ticas. A an?lise decorre comparando as preposi??es desses autores e evidenciando o que de cada um deles se encaixa no pensamento arendtiano para em seguida concluir o qu?o esclarecedores ou n?o eles s?o para o pensamento atual a respeito da pol?tica no ciberespa?o.

Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2017-11-13T18:47:03Z No. of bitstreams: 1 ISABEL_ALENCAR_DE_CASTRO_TES.pdf: 5156954 bytes, checksum: 29b8a06a96b9d0c592d671734cf2df13 (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-11-21T11:46:05Z (GMT) No. of bitstreams: 1 ISABEL_ALENCAR_DE_CASTRO_TES.pdf: 5156954 bytes, checksum: 29b8a06a96b9d0c592d671734cf2df13 (MD5) / Made available in DSpace on 2017-11-21T11:51:21Z (GMT). No. of bitstreams: 1 ISABEL_ALENCAR_DE_CASTRO_TES.pdf: 5156954 bytes, checksum: 29b8a06a96b9d0c592d671734cf2df13 (MD5) Previous issue date: 2017-08-16 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / The current thesis lays between television and visual arts and it has as its study object the series production of the director Luiz Fernando Carvalho, through chosen scenes of the miniseries ?Hoje ? dia de Maria? (2005) and of the microseries ?Capitu? (2008) and ?Afinal, o que querem as mulheres?? (2010). The objectives of the thesis are to investigate the relations between moving pictures and the visual arts which emerge in the aesthetic of the series produced by the director, contextualize Carvalhos?s work in the national production of short series, as well as his path as a director; stablish symmetric visual relations between television images and the chosen paintings; characterize and differentiate Carvalho?s aesthetics in the selected series; and comprehend how the selected miniseries renewed the televisual aesthetics field. The main authours studied were Figueiredo (2003); Mattos (2010); Ribeiro and Sacramento (2010); Esquenazi (2011), Pallottini (2012); Bazin (2014); Badiou (2014); Lebrun (1988). The inquiry began from the concept of ?impurity?, from Badiou (2002), which was added to the concepts of ?presence/absence? and ?Stimmung?, from Gumbrecht (2014), thus to outline the proposal of the ?Proximity Aesthetics?. The proposal was constructed from the intertwining of the audiovisual scenes and the related paintings associated to them, in which it was possible to infer a common constructive action, named ?symmetry of the artistic procedure?. / A presente tese se situa entre a televis?o e as artes visuais e tem como objeto de estudo a obra seriada do diretor carioca Luiz Fernando Carvalho, em cenas escolhidas da miniss?rie ?Hoje ? dia de Maria? (2005) e das micross?ries ?Capitu? (2008) e ?Afinal, o que querem as mulheres?? (2010). A tese teve como objetivos investigar as rela??es entre as imagens em movimento e as artes visuais que se manifestam na est?tica das miniss?ries produzidas pelo diretor; contextualizar a obra de Carvalho na produ??o nacional de miniss?ries, bem como sua trajet?ria como diretor; estabelecer rela??es de simetria visual entre as imagens televisuais e as pinturas escolhidas; caracterizar e diferenciar a est?tica utilizada por Carvalho nas obras selecionadas; e compreender de que maneira as miniss?ries escolhidas renovaram o campo da est?tica televisual. Os principais autores trabalhados foram Figueiredo (2003); Mattos (2010); Ribeiro e Sacramento (2010); Esquenazi (2011), Pallottini (2012); Bazin (2014); Badiou (2014); Lebrun (1988). A reflex?o partiu do conceito de ?impureza?, segundo Badiou (2002), somado aos conceitos de ?presen?a/aus?ncia? e ?Stimmung?, de Gumbrecht (2014), para, assim, configurar a proposta da ?Est?tica da Aproxima??o?. A proposta foi constitu?da pelo entrela?amento de cenas audiovisuais e pinturas associadas a elas, em que foi poss?vel inferir uma a??o construtiva comum, chamada de ?simetria de procedimento art?stico?.

Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2018-01-22T12:14:06Z No. of bitstreams: 1 LUCIANA_BUZSZTEJN_GOMES_DIS.pdf: 2426888 bytes, checksum: 86b675bd35998c2b57bfb7403349bd56 (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2018-01-29T12:27:14Z (GMT) No. of bitstreams: 1 LUCIANA_BUZSZTEJN_GOMES_DIS.pdf: 2426888 bytes, checksum: 86b675bd35998c2b57bfb7403349bd56 (MD5) / Made available in DSpace on 2018-01-29T12:30:52Z (GMT). No. of bitstreams: 1 LUCIANA_BUZSZTEJN_GOMES_DIS.pdf: 2426888 bytes, checksum: 86b675bd35998c2b57bfb7403349bd56 (MD5) Previous issue date: 2017-12-04 / Conselho Nacional de Pesquisa e Desenvolvimento Cient?fico e Tecnol?gico - CNPq / It is assumed that communication does not exist without stereotype, given that the latter is considered the first opponent of communication. Preconceived ideas and stereotypes are considered to be related to the (conscious and/or unconscious) categorizations created by individuals, a relationship which is no different in the organizational environment. It is understood that organizational dissent proposes to defy common sense, with it being the public expression of discomfort and opposition. Organizational dissent means the expression of disagreement or contrary opinions about workplace policies and/or practices. Therefore, the purpose of this dissertation is to reflect about the "state of the art" of the scientific production of dissent communication, how to deal with dissent communication in the organizational context and the relationship between dissent and communication. As a methodology, bibliographical and documentary research (GIL, 2010) is used, as well as content analysis (BARDIN, 1977). / Parte-se do pressuposto que n?o existe comunica??o sem estere?tipo, sendo este o primeiro advers?rio da comunica??o. Considera-se que as ideias preconcebidas e os estere?tipos est?o relacionados ?s categoriza??es (conscientes e/ou inconscientes) criadas pelos indiv?duos, o que n?o ? diferente no ambiente organizacional. Compreende-se que a comunica??o dissidente se prop?e a desafiar o senso comum, sendo a express?o p?blica do desconforto e da oposi??o. Por comunica??o dissidente nas organiza??es entende-se a express?o do desacordo ou de opini?es contr?rias sobre pol?ticas e/ou pr?ticas no local de trabalho. Diante disso, a proposta ? refletir sobre o ?estado da arte? da produ??o cient?fica da comunica??o dissidente, como se processa a comunica??o dissidente no contexto organizacional e a rela??o entre a dissid?ncia e a comunica??o. Como metodologia, utiliza-se a pesquisa bibliogr?fica e documental (GIL, 2010), bem como a an?lise de conte?do (BARDIN, 1977).

Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2018-01-22T12:17:05Z No. of bitstreams: 1 CARLOS_ROBERTO_GASPAR_TEIXEIRA_DIS.pdf: 5062808 bytes, checksum: 3f481299c8472816e21d1520b7145d7d (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2018-01-29T12:43:25Z (GMT) No. of bitstreams: 1 CARLOS_ROBERTO_GASPAR_TEIXEIRA_DIS.pdf: 5062808 bytes, checksum: 3f481299c8472816e21d1520b7145d7d (MD5) / Made available in DSpace on 2018-01-29T12:47:33Z (GMT). No. of bitstreams: 1 CARLOS_ROBERTO_GASPAR_TEIXEIRA_DIS.pdf: 5062808 bytes, checksum: 3f481299c8472816e21d1520b7145d7d (MD5) Previous issue date: 2017-12-08 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This research has sought to analyze how the evolution and the development of the number of followers in the Olympic athletes? profiles in the social media Facebook, Twitter and Instagram, was influenced by their participation and performance in Rio 2016. For this purpose, was developed a methodology based on the grounded theory, having as proposal a graphical and statistical analysis of the evolution of the followers in the social media of eight Olympic athletes, divided among gold, silver and bronze medalists, besides not medalists. From the results obtained, was developed a theoretical discussion that has allowed to establish some inferences based on the data and concepts explored by other authors. After all the analyzes it was possible to perceive that the participation and performance of the athletes in Rio 2016 had a significant impact on the growth of their social media. However, it was verified the existence of other influential factors besides the presence and success in the Olympic Games, such as economic, mediatic, aesthetic aspects and even the structure of social media platforms analyzed. Instagram was the platform that presented the greatest growth potential, which reinforced the significance of the visual and aesthetic character that sports practice denotes. It has been realized that the Olympic Games, mass media networks, digital social media and athletes are related in such a peculiar and intense way that they can be observed and analyzed as a unique system, where the construction of an image in the digital environment by every athlete characterizes itself as an important asset for the development of their career. / Esta disserta??o buscou analisar de que forma a evolu??o e o desenvolvimento do n?mero de seguidores nos perfis dos atletas ol?mpicos nas redes sociais, Facebook, Twitter e Instagram, foi influenciada pelas suas participa??es e desempenhos nos Jogos Rio 2016. Para isso, foi desenvolvida uma metodologia pr?pria, baseada na teoria fundamentada, tendo como proposta uma an?lise gr?fica e estat?stica da evolu??o dos seguidores nas redes sociais de oito atletas ol?mpicos, divididos entre medalhistas de ouro, prata e bronze, al?m de n?o vencedores. A partir dos resultados obtidos, foi desenvolvida uma discuss?o te?rica que permitiu estabelecer algumas infer?ncias, fundamentadas nos dados e em conceitos explorados por outros autores. Ao final de todas as an?lises, foi poss?vel perceber que a participa??o e o desempenho dos atletas nos Jogos Ol?mpicos Rio 2016 teve impacto no crescimento de suas redes sociais. Entretanto, foi constatada a exist?ncia de outros fatores influentes, al?m da presen?a e sucesso nos jogos, como aspectos econ?micos, midi?ticos, est?ticos e at? mesmo de estrutura??o dos sites de redes sociais analisados. O Instagram foi a plataforma que apresentou maior potencial de crescimento, o que refor?ou a signific?ncia do car?ter visual e est?tico que a pr?tica esportiva denota. Percebeu-se que os Jogos Ol?mpicos, meios de comunica??o de massa, m?dias sociais digitais e atletas se relacionam de modo t?o peculiar e intenso que podem ser observados e analisados como um sistema ?nico retroalimentado, onde a constru??o de uma imagem no ambiente digital por parte do atleta, dentro desse contexto, se caracteriza como um ativo importante para o desenvolvimento de sua carreira.

Submitted by PPG Comunica??o Social (famecos-pg@pucrs.br) on 2018-01-22T16:52:47Z No. of bitstreams: 1 CLAUDIA_FARIAS_LOPES_TRINTIN_DIS.pdf: 3328455 bytes, checksum: d35005cc0577b1f931d21dfe8c3b2186 (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2018-01-29T13:04:14Z (GMT) No. of bitstreams: 1 CLAUDIA_FARIAS_LOPES_TRINTIN_DIS.pdf: 3328455 bytes, checksum: d35005cc0577b1f931d21dfe8c3b2186 (MD5) / Made available in DSpace on 2018-01-29T13:09:52Z (GMT). No. of bitstreams: 1 CLAUDIA_FARIAS_LOPES_TRINTIN_DIS.pdf: 3328455 bytes, checksum: d35005cc0577b1f931d21dfe8c3b2186 (MD5) Previous issue date: 2018-01-08 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / By regarding emotions as the incitement of contemporary social order, and the importance of observing the participation of communication in the constitution of affective relations, this paper aims to produce a semiolinguistic analysis of the advertising for the Chanel No. 5 perfume, with the intention of demonstrating the construction of feelings relating to love. The Chanel brand can be perceived, for its time of existence and marketing reach, as having a considerable power of interference on both the economic and cultural fields of the current panorama. Equally, one can perceive the interference of the personality of its founder ? stylist Coco Chanel, as a prominent female figure in the advertising of the Chanel No. 5 perfume. The observations by Patrick Charaudeau about the analysis of the discourse consist the theoretical/methodological contribution of this research, which has, as its guiding problem, to try to understand how the Chanel No. 5 perfume presents love as an object of search in its speech contract. The corpus of this study consists in four advertising films for the product, which were released between 2004 and 2014, and was outlined from the universe of advertising films that can found on the brand?s YouTube channel, considering its content in relation to love and its consequences on western culture, as well as demonstrating the aspects concerning Coco Chanel, her brand and the Chanel No. 5 perfume. Finally, this research develops the analysis of the selected advertising films, considering their situational context, identifying its discursive subjects, discursive strategies, and their enunciative contracts. As a main result, this paper demonstrates that Chanel No. 5?s advertising films try to present contemporary social aspects, especially those regarding the outlining of women?s profiles, but hide, in these traces, the persuasive presence of romantic love, instituting a kind of discursive masking. / Ao entender as emo??es como o incitamento da ordem social contempor?nea, e a import?ncia de observar a participa??o da comunica??o na constitui??o das rela??es afetivas, este estudo busca realizar uma an?lise semiolingu?stica da publicidade do perfume Chanel N?5, na inten??o de evidenciar a constru??o de sentidos relacionados ao amor. Percebe-se na marca Chanel, por seu tempo de exist?ncia e abrang?ncia mercadol?gica, um consider?vel poder de interfer?ncia tanto na inst?ncia econ?mica quanto cultural do panorama presente. Da mesma maneira, entende-se a inger?ncia da personalidade de sua fundadora, a estilista Coco Chanel, enquanto figura feminina de destaque, na publicidade do perfume Chanel N?5. Os apontamentos de Patrick Charaudeau sobre a an?lise do discurso consistem no aporte te?rico-metodol?gico desta pesquisa, que traz como problema norteador buscar compreender de que modo Chanel N?5 apresenta o amor como objeto de busca em seu contrato de fala. O corpus do estudo consiste em quatro filmes publicit?rios do produto lan?ados entre 2004 e 2014, e foi delineado a partir do universo dos filmes publicit?rios veiculados no canal da marca na plataforma YouTube, considerando seu conte?do relacionado ao amor, e o n?mero de visualiza??es at? a data de in?cio das an?lises. Para dar conta da proposta de pesquisa, o estudo levanta conceitua??es relativas ? an?lise do discurso, ao discurso midi?tico e especifica??es alusivas ao discurso publicit?rio. Ainda, apresenta as varia??es das concep??es de amor e seus reflexos na cultura ocidental, bem como evidencia os aspectos concernentes ? Coco Chanel, sua marca e o perfume Chanel N?5. Por fim, desenvolve as an?lises dos filmes publicit?rios selecionados considerando seu contexto situacional, a identifica??o dos sujeitos discursivos, as estrat?gias discursivas e seus contratos enunciativos. Como resultado principal, percebe-se que a publicidade de Chanel N?5 procura apresentar aspectos sociais contempor?neos, especialmente em rela??o ao delineamento do perfil da mulher, mas oculta nesses tra?os a presen?a persuasiva do amor rom?ntico, instaurando uma esp?cie de mascaramento discursivo.

Submitted by PPG Educa??o (educacao-pg@pucrs.br) on 2018-02-20T18:45:15Z No. of bitstreams: 1 ANA PAULA ROCHA DA SILVA.pdf: 949553 bytes, checksum: 7232800bfd3cd974eb668957547ad2ca (MD5) / Approved for entry into archive by Caroline Xavier (caroline.xavier@pucrs.br) on 2018-02-26T17:45:55Z (GMT) No. of bitstreams: 1 ANA PAULA ROCHA DA SILVA.pdf: 949553 bytes, checksum: 7232800bfd3cd974eb668957547ad2ca (MD5) / Made available in DSpace on 2018-02-26T17:53:13Z (GMT). No. of bitstreams: 1 ANA PAULA ROCHA DA SILVA.pdf: 949553 bytes, checksum: 7232800bfd3cd974eb668957547ad2ca (MD5) Previous issue date: 2017-12-18 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / This study, linked to Graduate Program in Education at Pontifical University Catholic of Rio Grande do Sul, in the research line Formation, Policies and Practices in Education, investigated the use of digital technologies (TD) in aid to communication between the school and the family with regard to the monitoring of the development of children in privately schools for Early Education in Porto Alegre analyzing the possibilities and the challenges facing the adoption of such resources. The objectives were to identify what digital technologies are used in complementary communication with parents of children in privately schools for Early Education in Porto Alegre, understanding the contribution of these technologies, considering the opinion of managers and pedagogical coordinators of schools, as a complement to your communication with parents and reflect the implications arising from the adoption of such resources as a complement to your communication with the parents. The subjects of the research were managers and pedagogical coordinators of nine early childhood schools deprived of Porto Alegre. In the theoretical framework of authors were used technology like Levy, communication as Santaella and, of early childhood education, as Zabalza, Bassedas, Huguet and Sol?. As research methodology, we opted for the qualitative approach, the type case study. The data analysis was perform using the Textual Discourse Analysis method and to collect the data, it used a: online self-administered questionnaire and interviews. The main results of the research show that: a) the technology helps the communication between the school and the family, however, for it to be affective, depends on how we use it; b) among the advantages for use are agility, concurrency, the amount of information exchanged and the ease of access; c) as challenges, there are issues related to Hardware, Software and People. As a contribution of the research, we suggest that schools build a code of conduct for the use of technologies. Is open to discuss possible future work: the questioning about the training of teachers to the use of technologies in relation to families and to expand research including the opinion of parents and teachers about the adoption of technologies in communication between family and school. / Esta Disserta??o, vinculada ao Programa de P?s-Gradua??o em Educa??o da Escola de Humanidades da Pontif?cia Universidade Cat?lica do Rio Grande do Sul ? PUCRS, na linha de pesquisa Forma??o, Pol?ticas e Pr?ticas em Educa??o, investigou o uso das Tecnologias Digitais (TD) no auxilio ? comunica??o entre a escola e a fam?lia no que tange ao acompanhamento do desenvolvimento das crian?as nas escolas de Educa??o Infantil privadas de Porto Alegre analisando as possibilidades e os desafios frente ? ado??o de tais recursos. Os objetivos foram identificar quais Tecnologias Digitais s?o utilizadas na comunica??o complementar com os pais das crian?as nas escolas privadas de Educa??o Infantil de Porto Alegre, compreender a contribui??o destas tecnologias, considerando a opini?o dos gestores e dos coordenadores pedag?gicos das escolas, como complemento ? sua comunica??o com os pais e refletir acerca das implica??es decorrentes da ado??o de tais recursos como complemento ? sua comunica??o com os pais. Os sujeitos da pesquisa foram os gestores e os coordenadores pedag?gicos de nove escolas de Educa??o Infantil privadas de Porto Alegre. No referencial te?rico foram utilizados autores das ?reas da tecnologia como Levy, da comunica??o como Santaella e, da Educa??o Infantil como Zabalza, Bassedas, Huguet e Sol?. Como metodologia de pesquisa, optou-se pela abordagem de natureza qualitativa, do tipo estudo de caso. O m?todo de an?lise de dados foi a An?lise Textual Discursiva, sendo os instrumentos de coleta de dados question?rio e entrevistas. Os principais resultados alcan?ados mostram que: a) a tecnologia auxilia a comunica??o entre a escola e a fam?lia, no entanto, para que ela seja afetiva, depende da forma como a utilizamos; b) entre os benef?cios do uso est?o a agilidade, a simultaneidade, a quantidade de informa??es trocadas e a facilidade de acesso; c) como desafios, h? quest?es relacionadas ao Hardware, ao Software e ?s Pessoas. Como contribui??o da pesquisa, sugerimos que as escolas construam um c?digo de conduta para o uso das tecnologias. Fica em aberto para discutir em poss?veis trabalhos futuros: o questionamento sobre a forma??o dos professores para o uso das tecnologias na rela??o com as fam?lias e ampliar a investiga??o incluindo a opini?o dos pais e dos educadores sobre a ado??o das tecnologias na comunica??o entre a fam?lia e a escola.