Uma visão global sobre a situação da indústria do livro no Brasil e suas tendências e a sugestão de um modelo de atuação empresarial e mercadológico para a atuação das editoras. Examina-se cada etapa do marketing editorial: desenvolvimento do produto, comunicação, vendas e distribuição. Sugestões para agentes de instãncias governamentais ou privadas do fomento da leitura e promoção do livro. / This study aims to identify the main international and Brazilian trends of the book publising industry in the context of digital transition; it proposes that the use of marketing fundamental concepts and tools is necessary and inevitable for the creation and consolidation of sustainable organizations in this segment; and it presents a decision and action model that comprehends the most relevant aspects of marketing and communication activities in the editorial area, focusing Brazilizan marketing conditions; and it offers inputs for the promotion and diffusion of the book in the governmental, institutional and business spheres.

Orientador: Norma Sandra de Almeida Ferreira / Dissertação (mestrado) - Universidade Estadual de Campinas, Faculdade de Educação / Made available in DSpace on 2018-08-22T14:14:11Z (GMT). No. of bitstreams: 1 Oliveira_IrisFilomenaMendesde_M.pdf: 11747194 bytes, checksum: 0211d2b6dd7d4afc583dc1e8cae6c40f (MD5) Previous issue date: 2013 / Resumo: No Brasil, inúmeras pesquisas estudam obras portuguesas destinadas ao público infantil,as quais tiveram ampla circulação no país no século XIX e primeiras décadas do século XX. Contudo, a respeito da circulação dessas obras no século XXI, percebemos a existência de poucos estudos, estando a temática dispersa em diferentes espaços de buscas e de pesquisas, o que traz dificuldades aos pesquisadores da área quando se trata da identificação dos autores portugueses no campo da produção lusófona. Nesse sentido, nessa dissertação pretendemos contribuir tanto para o dimensionamento e entendimento deste campo de pesquisa em sua historicidade, quanto para o alargamento da compreensão e das relações entre literatura infantojuvenil e o mercado em que ela está inserida. A interrogação dos dados, confrontados com outras informações levantadas nesta pesquisa, permitiu-nos apontar para alguns fatores que, ao que parece, vêm acarretando uma mudança no cenário desta produção, fomentando sua circulação e consolidando a presença desta literatura no mercado brasileiro, nos últimos anos. Neste trabalho, inventariamos e investigamos as obras infantojuvenis portuguesas à venda em uma grande livraria brasileira, no período de agosto de 2010 a dezembro de 2011. Examinamos a relação entre a quantidade de títulos disponíveis, bem como as editoras (brasileiras e portuguesas) que as publicam, considerando as conexões entre as coleções, os escritores, os ilustradores e a data de publicação/impressão das obras. Buscamos, ainda, conhecer e perceber as preferências, continuidades e descontinuidades do percurso produtivo desta literatura, mediada por questões educacionais, mercadológicas, comemorativas e de fomento do setor. Procuramos, também, percorrer algumas das mais relevantes projeções dos livros infantojuvenis portugueses na mídia brasileira. Foram localizados 128 livros de escritores/ilustradores portugueses disponíveis para venda, todos voltados para o público infantil e/ou juvenil e publicados por 26 editoras. 61 destas obras foram publicadas no Brasil por 17 editoras brasileiras, enquanto que 67 foram importadas, tendo sido publicadas/impressas por 9 editoras portuguesas. As obras foram escritas por 52 autores/coautores, dos quais 46 são portugueses; dos 63 ilustradores, 25 são portugueses. A perspectiva teórico-metodológica é constituída por estudos da História Cultural (Chartier, 1999 e 1996); pelas pesquisas do estado da arte (Ferreira, 1999) e pelos estudos de pesquisadores da Literatura infantil portuguesa, principalmente Barreto (2002, 1998), Rocha (2001) e Ferreira (2008). / Abstract: In Brazil there are several researches on Portuguese works devoted to children. These works were widely diffused during the 19th century and in the early decades of the 20th century. But there are few studies about the diffusion of Portuguese children's Literature in the 21st century. This subject is spread in different places to look for them or to study them. This fact can cause some trouble to researchers in this area of knowledge when they want to identify Portuguese authors in the area of Portuguese speakers output. In such case, this dissertation intends to contribute not only to survey and to understand this area of investigation within its history but it also aims to enlarge the conception and the relation between children's Literature and the market where it is published. When we discuss data and compare them with other information that was concluded by this research, it is possible to point out some factors that are changing the scenery of children's Literature output. This fact has recently stimulated its diffusion and has solidified the presence of this Literature in Brazilian market. In this research we registered and investigated Portuguese books for children and youths that were available in a great Brazilian bookstore from August 2010 to December 2011. We observed the relation between the amount of available titles as well as Brazilian and Portuguese publishing companies where the books were printed and we observed the relations between the books, the authors, the illustrators and the period when the books were printed. We also tried to know and to realize the preferences, the duration or interruption of the productive trajectory of this Literature which is mediated by questions related to education, market, celebrations and stimulation of the sector. We also tried to exam some of the most important Portuguese books outputs for children and youths in Brazilian media. We localized one hundred and twenty-eight available books written or drawn by Portuguese writers or illustrators. All these books are dedicated to children and youths. The books were published by twenty-six publishing companies. Sixty-one books were published in Brazil by seventeen Brazilian publishing companies. Sixty-seven books were imported and they were published by nine Portuguese publishing companies. The books were written by fifty-two authors or co-authors. Forty-six authors are Portuguese. Among sixty-three illustrators we have twenty-five Portuguese artists. The theoretical and methodological perspective is based on studies of Cultural History (Chartier, 1999, 1996), on the researches on the State of Art (Ferreira, 1999) and researchers into Portuguese Children's Literature especially Barreto (2002, 1998), Rocha (2011) and Ferreira (2008). / Mestrado / Educação, Conhecimento, Linguagem e Arte / Mestra em Educação

The aim of the study was to examine how the newspaper Aftonbladet reported the accusation on the journalist Fredrik Virtanen concerning sexual harassment and rape. He was at the time of the accusations employed at Aftonbladet as a chronicler and columnist. Aftonbladet has been criticized for inadequate coverage of the case. The main questions this study examined are: How and what did Aftonbladet report regarding one of their own journalists being accused for sexual harrassment? And how did the reporting comply with the editorial policy at Aftonbladet? The method of the study was a case study and critical discourse analysis, with the aim to examine news and whether the newspaper followed its editorial policy. The main theme listed in the texts published by Aftonbladet was that an Aftonbladet employee was accused for rape. Additional themes where discourses regarding the work environment at Aftonbladet and a moral discourse regarding the ethics of publishing names and reporting openly about the accusations. Other accusations than rape are not mentioned in Aftonbladet, except in one article regarding an interview with Fredrik Virtanen. Further, the published texts mainly consists of opinions and interviews of management at Aftonbladet, including Fredrik Virtanen. Thus, Aftonbladet has reported the case one-sidedly. The message mediated in texts regarding press ethics and news prioritation is that the case was primarly treated as a staff issue rather than news. The criticism directed against Aftonbladet regarding lack of news reporting and openness has been answered by Aftonbladet with reference to the fact that the newspaper follows the press ethics and publishing rules.  However, it can be determined that Aftonbladet, despite its reference to press ethics, did not follow its own editorial policy when reporting the case.

During Zimbabwe’s 2008 harmonised elections the country’s media laws had a direct impact on the way editorial cartoonists expressed themselves. Although the online newspapers were unregulated and the print media published under Zimbabwe’s media laws, Public Order and Security Act and Access to Information and Protection of Privacy act - the editorial cartoons from both sources show deliberate bias towards one candidate and contempt towards the main rival. The study contextualises the understanding of the editorial cartoon, as practised in an environment of freedom of speech and defined by the four categories identified by Press (1981) and Manning and Phiddian (2004), and delineates the effect of media laws on the newspaper industry in Zimbabwe. The four categories of editorial cartoons identified are descriptive editorial cartoons, laughing satirical editorial cartoons, destructive satirical editorial cartoons, and savage indignation editorial cartoons. The study reviews eight editorial cartoons, read using a semiotic framework investigating non-verbal communication, as defined and suggested by Du Plooy (1996), and a text and language grid, as suggested by Leech (1974), according to the criteria of symbols/metaphors, exaggeration/distortion, stereotypes, caricature, irony, captions, and background knowledge, as developed by Fetsko (2001). A comparative analysis of the cartoons reveals that objectives and functions of the unregulated zimonline.co.za and the regulated the Herald newspapers are the same. They constitute propagandistic representations of Zimbabwean politics that are more an extension of political ideology than they are a reflection of the country’s sociopolitical landscape.

It is imperative that learners leave school with a certain set of core skills, none as important as communication and technology literacy, a key driver for future workplace employment. The critical question is how to motivate pupils to participate in an interesting, challenging and creative project to improve essential communication techniques and capabilities? The rationale of the study is to enable future editors of school newspapers to create a similar environment in which the learners that are members of the editorial team will be involved in the construction of a school newspaper. The rationale of the study relating to the learners, who are part of the editorial team, is to develop 21st Century Skills and therefore enable them to overcome complicated demands that they are exposed to in the Knowledge Age. This dissertation presents a real-life, initiative to encourage active participation in the construction of a school newspaper that will develop learners’ skills and confidence and improve their oral, written and multi-media communication. The findings of this dissertation aim to prove that the group production of a school newspaper can enhance learners’ ability to participate and communicate in a group environment and equip them with essential 21st Century skills. / Dissertation (MEd)--University of Pretoria, 2012. / Education Management and Policy Studies / unrestricted

Esta pesquisa foi efetivada com a finalidade de mapear os artefatos que são atualmente denominados 'livros digitais', caracterizando-os a partir do cruzamento dos recursos próprios do meio digital com as principais especificidades dos livros impressos. A metodologia utilizada abrangeu revisão bibliográfica e observação do objeto de estudo. Para alcançar o objetivo proposto, realizou-se um resgate histórico, identificando as características associadas à noção de 'livro', levando em consideração as modificações ocorridas a partir de sua materialidade. Após esse estudo, foi possível compreender a remediação dos livros impressos nos e-books, principalmente naqueles que podem ser acessados através de e-readers e tablets. Outro recorte abordado por esta pesquisa focaliza a identificação e o registro dos recursos que vêm sendo explorados nas produções que estão sendo chamadas de livros digitais. Efetuada a revisão bibliográfica, foram estudadas as potencialidades do hipertexto, da multimídia e da interatividade dentro do livro eletrônico. Ademais, foram comentadas diferentes maneiras de o leitor se aproximar e interagir com o conteúdo da obra, através da utilização dos recursos citados. Antes de se realizar a análise dos artefatos em questão, foi necessário, ainda, aprender mais sobre a materialidade dos mesmos, percebendo como o hardware, o software e o conteúdo interagem entre si, restringindo, assim, as possibilidades que podem ser ofertadas ao leitor. Na tabela final de análise foram avaliadas as particularidades das seguintes macrocategorias: Identificação, Acesso, Funcionalidades, Potencialidades do meio digital, Aproximação da ideia de livro impresso (remediação) e Projeto gráfico. A partir do estudo teórico e empírico realizado, percebeu-se que o livro é um artefato com propriedades flexíveis, decidindo-se, por isto, propor uma série de princípios que, juntos, possam ser utilizados para caracterizar esse tipo de publicação, independente de ela ser digital ou impressa. Logo, chegou-se a conclusão de que o e-book é um conteúdo digital com as mesmas características de um livro e que pode explorar, além do texto e da imagem, recursos da mídia digital, tais como interatividade, som, vídeo e animação. Através das características predominantes dos artefatos analisados, foram identificados os seguintes tipos de livros digitais: customizável, PDF, digitalizado, multimídia e interativo. / This research has as its purpose to map out the artifacts so-called ‘digital books’ nowadays. They were characterized from a crossing between printed books main specificities and those related to digital environment very own resources. The research methodology applied to it was of two kinds: literature review and an observational study of the object of study. A historical overview was unearthed in order to achieve the intended purpose, identifying the characteristics linked to the notion of ‘book’, taking into account changes that have taken place stemming from its materiality. Given this perception it was possible to understand the remediation of the print book proposed in e-books, the ones accessed through e-readers and tablets mainly. Identification and registration of the latest developments in digital books resources were another point covered in this work. From a literature review standpoint, interactivity, multimedia and hypertext potentialities were crossexamined. Moreover, there had been discussed some of the alternatives to offer readers proximity and different ways to interact with the work content through the use of cited resources. Still, before realizing the artifact analysis, a more in-depth study of e-book materiality was needed. That is, to perceive how hardware, content and software interact among themselves restricting the possibilities that might be made available to the reader. The singularities of the following macro categories: Identification, Access, Functionalities, Potentialities of the digital environment and the approach of the printed book concept (remediation) to graphic project were evaluated in the table analysis. After an empirical and theoretical study, it was realized that book is an artifact with flexible properties, thus, a definition was set forth based upon a series of principles that together characterize this type of publication, regardless of being in printed or digital form. Therefore, we came to the conclusion the e-book is a digital content with the same features of a printed book and the former can exploit digital media resources such as sound, video, animation and interactivity besides virtually text and image. We were also able to identify through the artifacts primary features that were under analysis the following types of digital books: customized, PDF, digitized, multimedia and interactive.

[pt] A dissertação apresenta o trabalho de designers-editores de livros, profissionais que possuem conhecimentos da área do Design e atuam no mercado editorial na função de editor. Evidencia o diferencial que a personagem do designer-editor traz ao contexto atual do mercado editorial e ao campo do Design. Diante das transformações ocorridas no entorno do universo editorial, profissionais da cadeia produtiva do livro e editores têm suas funções desafiadas e novos conhecimento são exigidos. Habilidades voltadas para a busca por inovação, criatividade e gestão da complexidade com que se estrutura o mercado são necessárias. O trabalho teve como objetivo identificar quais os conhecimento adquiridos a partir do DESIGN diferenciam o EDITOR na sua atuação no MERCADO como editor de livros. Para isso, foram estabelecidos os contextos da editoração do Brasil, aspectos históricos e culturais, delimitada a função do editor de livros no mercado contemporâneo e caracterizadas as competências e habilidades que capacitam o designer. A dissertação documenta três experiências editoriais: André Villas-Boas e a 2AB editora; Vitor Barreto e as editoras Novas ideias e 2AB; e Christiano Menezes e a DarkSide books. São analisadas as biografia dos três editores, o histórico de formação das editoras, as linhas editoriais propostas, os catálogos constituídos e as obras representativas editadas. E ao final, delimitadas as influências da experiência em Design sobre o exercício da função editorial. / [en] The dissertation presents the work of designers-book publishers, professionals who have knowledge of Design and act in the book publishing market as a publisher. It seeks to highlight the differential that the designer-book publisher brings to the current context of the book publishing market and the field of Design. Faced with the transformations that have occurred in the surroundings of the publishing world, professionals in the production chain of the book and publishers have their functions challenged and new knowledge is required. Skills aimed at the search for innovation, creativity and management of the complexity with which the market is structured are necessary. The work aims to identify which knowledge acquired from DESIGN differentiates the EDITOR in its work in the MARKET as a book publisher. For this, the research establishes the contexts of Brazilian publishing, historical and cultural aspects, delimits the function of the book publisher in the contemporary market and characterizes skills and abilities that enable the designer. The dissertation documents three editorial experiences: André Villas-Boas and 2AB editora; Vitor Barreto and the Novas Ideias and 2AB editora; and Christiano Menezes and DarkSide books. Then, it analyzes the biographies of the three editors, the history of publishing houses, the editorial lines, the catalogs and representative works. Finally, it delimits the influences of the experience in Design on the exercise of the editorial function.

My work contains a classification of a single editorial systems, possibly used during the Advertisement and the Auction system. There is a resolution of creation of the Advertisement and the Auction system, which should be used by the VUT in Brno city. The system is proposed to keep up design of the official internet pages of VUT Brno. A part of this document is generator of the administrative systems, able to generate the internet web pages to repair the small and middle MySQL databases.

The Omega publishing house began its activities in 2013, when it started publishing outdated translations of classic literature, especially those that were no longer protected by copyright. This thesis analyses its activities, mostly during the 2013-2018 period: it focuses on the range of published titles and changes in the editorial approach to texts, with emphasis on classic literature. The publishing houses' activities are examined within the field of Czech publishing landscape and compared to the methods recommended in specialised literature, as well as to other publishers's activites. The thesis then presents a translation and textual analysis of three works (R. Kipling's Selected Short Stories, E. Brontë's Wuthering Heights and C. Dickens's Little Dorrit) published by Omega. A hypothesis about the overall strategy of the publishing house is then formulated based on the findings. Key words: Omega publishing house, sociology of translation, praxeology of translation, publishing policy, editorial work, translator status

The Omega publishing house began its activities in 2013, when it started publishing outdated translations of classic literature, especially those that were no longer protected by copyright. This thesis analyses its activities, mostly during the 2013-2018 period: it focuses on the range of published titles and changes in the editorial approach to texts, with emphasis on classic literature. The publishing houses' activities are examined within the field of Czech publishing landscape and compared to the methods recommended in specialised literature, as well as to other publishers's activites. The thesis then presents a translation and textual analysis of three works (R. Kipling's Selected Short Stories, E. Brontë's Wuthering Heights and C. Dickens's Little Dorrit) published by Omega. A hypothesis about the overall strategy of the publishing house is then formulated based on the findings. Key words: Omega publishing house, sociology of translation, praxeology of translation, publishing policy, editorial work, translator status