Este trabalho teve como objetivo estudar de maneira exploratória a segmentação por meio de coortes, através de sua literatura e da opinião de profissionais e especialistas de marketing sobre o tema. Buscando verificar a influência das coortes na estratégia de marketing e analisar as tendências da pesquisa realizada anteriormente, algumas etapas foram executadas. Primeiramente, foi conduzida uma revisão da literatura, buscando responder o tema de pesquisa colocado. A revisão focou nos temas de segmentação, gerações e coortes e seus componentes ligados a cultura, a valores e sub-culturas e grupos de referência, levantando os mais recentes estudos tanto nacionais como internacionais. Após isso, como método de pesquisa escolheu-se a pesquisa qualitativa por meio de entrevistadas em profundidade. A análise dos dados coletados foram analisados por meio de análise de conteúdo, com o auxílio do software NVivo8. As entrevistas conduziram a situações em marketing nas quais a segmentação por meio de coortes foi relevante, permitiram comparar posicionamentos e levou a construção de um mapa causal com os principais conceitos observados na pesquisa. / This work had as primary objective study the segmentation by cohorts. Beyond this, verify the cohorts influence and analyze the research trends were secondary objectives. Literature review and professional and researchers opinions were collected about the objective. To attain these objectives, some stages needed to be transposed. Firstly, the literature review was conducted, searching to answer the research theme proposed. The literature review focused on the themes of market segmentation, generations and cohorts, and its components such as culture, values, sub-cultures and references groups, analyzing Brazilians and international researches. After this, as research method was chosen the qualitative method by in-depth interviews. Collected data were analyzed by content analysis, helped by software NVIVO8. The interviews showed marketing situations where cohorts segmentation could help the marketing managers. After these, marketing researchers were interviewed and a causal map was drown, connecting the concepts collected during the research.

Empresa Brasileira de Pesquisa AgropecuÃria / O objetivo deste estudo à analisar as mudanÃas nas estratÃgias ocupacionais entre geraÃÃes dos agricultores familiares do Projeto Irrigado Curu Paraipaba, um dos espaÃos rurais do Nordeste brasileiro, desapropriado pelo DNOCS, nos anos de 1970, para assentamento de famÃlias de agricultores sem terra. A tese revela que, do ponto vista do objetivo de retirar as famÃlias do grau de extrema pobreza, o DNOCS pode considerar que cumpriu sua meta primordial, pois as famÃlias que ali permaneceram asseguraram a moradia, a Ãrea de plantio e uma renda proveniente, atualmente, da venda do coco. Revela, por outro lado, que fatores como tamanho dos lotes agrÃcolas, os sistemas de produÃÃo dominados por monoculturas que nÃo absorvem a mÃo-de-obra familiar, a presenÃa de intermediadores nas negociaÃÃes dos produtos das safras, a contiguidade entre os espaÃos rural e o urbano e mudanÃas nos desejos de que os filhos sucedam aos pais como agricultores familiares tiveram fortes repercussÃes nas relaÃÃes entre trabalho e famÃlia, ocasionando mudanÃas entre os membros das famÃlias no processo de sucessÃo para o trabalho como agricultores familiares. Os procedimentos metodolÃgicos utilizados inserem-se, predominantemente, na abordagem qualitativa, por meio da anÃlise de trajetÃrias, histÃrias de vida e observaÃÃo de situaÃÃes de trabalho e do dia-a-dia nos povoados. A pesquisa foi realizada no perÃodo de 2007 a 2009. Os dados foram abordados à luz da compreensÃo de que nÃo se pode entender a dinÃmica da produÃÃo camponesa sem que se analise a sua integraÃÃo subordinada à lÃgica econÃmica do capital, que por sua vez, opera transformaÃÃes qualitativas nos sujeitos das unidades de produÃÃo familiar. As conclusÃes confirmam o quanto fatores externos influenciam as dinÃmicas internas de funcionamento das unidades familiares, provocando desmontes que debilitam a forÃa das relaÃÃes familiares que fazem parte da reproduÃÃo social dos agricultores familiares, destacando o papel indutor de um Estado desenvolvimentista que opera por meio de programas e projetos que, desde a concepÃÃo, escamoteiam a importÃncia da relaÃÃo entre cultura e desenvolvimento. A relevÃncia do estudo à incorporar à pauta dos debates sobre os perÃmetros irrigados do DNOCS, uma linha de estudo que, fugindo dos mÃtodos que analisam as unidades produtivas dos agricultores familiares por meio dos retornos econÃmicos de cada ciclo produtivo, analisa as mudanÃas culturais entre sucessivas geraÃÃes, colocando, portanto, no centro do debate. Analisada nessa perspectiva, o estudo vai apontar que as propostas para inclusÃo dos agricultores familiares nÃo passam de um discurso ilusÃrio. / The main purpose of this work is to analyze the change in the occupational strategy between generations of family farmers of Projeto Irrigado Curu Paraipaba, one of the rural spaces in the Brazilian Northeast to have been disapropriated by DNOCS, in the 1970âs to settle families of landless workers. The thesis reaveal that, from the persepctive of releaving families from extreme poverty, DNOCS can take for granted that it has fulfilled its main goal, for the families that stayed there were able to guarantee home ownership, area for planting, and income which is nowadays obtained from selling coconuts. It reaveals, on the other hand, that factors like size of plots, production systems dominated by monocultures that do not absorb the familly working force, presence of intermediators in the negotiation of products, contiguity of rural and urban spaces and a desire that children follow their parents as family agriculturist all had strong impact on the relationhsip between work and family, thereby causing changes in the of succession of family members as agriculturists. The mehtodological procedures are foremost of a qualitative nature through the analyisis of life stories and trajectories, and from the direct observation of work situations and the daily life at the village. The research took place in the period that ranges from 2007 until 2009. Facts were approached under the view that one cannot understand the dynamics of peasant production without analyzing its integration subordinated to the capitalist economic logic, which, in turn, imposes qualitative transformations in the individuals of the household production units. The conclusions confirm how much external factors influence the internal workings of family units, causing ruptures that weaken family realtions, which are part of the social reproduction process of agriculturist families. It, thus, highlights the inductor role of a developmentist State taking place through programs and project that, from their conception, hide the importance of the relationship between culture and development. The studyâs relevance stems from its incorporating to the debate concerning DNOCS irrigated perimeter a line of research that analyzes the cultural changes between succesive generations, thus placing the family at the center of the debate, and departing from the method that analyzes the productive units through the economic returns of each productive cycle. From this perspective, this study points out to the fact that the proposals for the inclusion of family farmers are but illusive discourse.

A presente pesquisa investigou a produção de sentidos sobre gênero feminino e gerações a partir do discurso da série 3 Teresas (BossaNovaFilms, GNT, 2013-2014), que aborda a convivência familiar de três mulheres (avó, mãe e filha) em meio a conflitos geracionais. Com abordagem qualitativa, trata-se de um estudo de caso com vertente interdisciplinar, que se ampara nos Estudos Culturais, Estudos Latino-Americanos de Comunicação e Estudos de Televisão, e dialoga com o campo da Sociologia e Antropologia. A pesquisa se alicerça ainda sobre os Estudos de Linguagem ao investigar a construção discursiva, utilizando o ferramental teórico-metodológico da Análise do Discurso de linha francesa, bem como os trabalhos de Bakhtin. Tendo a mulher como foco estruturador da narrativa, a série constitui-se um indicador privilegiado de um momento de debate social sobre questões de gênero, que se materializa por meio de discursos cuja produção de sentido articula-se com o empoderamento feminino e com o respeito à pluralidade de identidades geracionais e de gênero. Por meio da análise da discursividade da série foi possível identificar eixos temáticos sobre os quais se estrutura a narrativa verbo-visual: (I) papéis sociais e familiares; (II) relações entre gerações; (III) juventude e envelhecimento; (IV) felicidade; (V) relacionamentos; (VI) sexualidade; (VII) vida profissional; (VIII) trabalho doméstico; (IX) casa. A análise do discurso feminino na intersecção com a categoria geracional identificou diferentes produções de sentido relacionadas a cada faixa etária que tensionam e desconstroem significativamente discursos anteriormente estabelecidos em torno dos limites cronológicos de cada fase da vida feminina - juventude, idade adulta, velhice - retratada na série. Tais tensionamentos desvelam um contínuo embate entre transformações e permanências relacionadas ao papel social da mulher presentes nos discursos da série que, por sua vez, remetem a um contexto social de mudanças significativas na construção discursiva da mulher e, consequentemente, na configuração de seu papel social na sociedade brasileira contemporânea. / The present research investigated the production of meanings about feminine gender and generations on the basis of the discourse of the series 3 Teresas (BossaNovaFilms, GNT, 2013-2014), which deals with the coexistence in the family of three women (grandmother, mother and daughter), who are involved in generational conflicts. Based upon a qualitative approach, it is a case study with an interdisciplinary bias, which relies on the Cultural Studies, Latin-American Studies of Communication and Television Studies and it establishes a dialogue with the fields of Sociology and Anthropology. The research is still founded on the Language Studies since it investigates the discursive construction, utilising the theoretical and methodological tools of the French Discourse Analysis as well as Bakhtin\'s works. Having woman as structural focus of the narrative, the series constitutes itself as a privileged indicator of a moment of social debate on gender questions, which materialises itself by means of discourses the production of meanings of which articulates itself with the female empowerment and with the respect for the plurality of generational identities and of gender. By means of the analysis of the discursivity of the series it was possible to identify thematic axes on which the verbo-visual narrative structures itself: (I) social and family roles; (II) relationships between generations; (III) youth and ageing; (IV) happiness; (V) relationships; (VI) sexuality; (VII) professional life; (VIII) household chores; (IX) house. The analysis of the feminine discourse in the intersection with the generational category identified different productions of meaning related to each age group which significantly tension and deconstruct discourses that had been previously established around the chronological limits of each phase of female life - youth, adulthood, old age - which is depicted in the series. Such states of tension reveal a continuous clash between transformations and permanencies related to women\'s social role that are present in the discourses of the series which, on their turn, refer to a social context of significant changes in the discursive construction of the woman and, consequently, in the configuration of her social role in contemporary Brazilian society.

A violência no ambiente escolar entre os adolescentes, mais especificamente, o bullying, objeto do presente estudo, define-se como qualquer ato praticado de maneira isolada ou em grupo nas instituições de ensino envolvendo o corpo discente que se caracterize pela repetição e seja marcado por situações de agressão física, humilhação, constrangimentos, exclusão, dano moral, bem como preconceitos referentes à gênero, raça/etnia, que causem danos físicos, morais ou sociais à vítima. Nessa perspectiva, a presente pesquisa investigou as representações sobre o bullying entre professores e professoras da escola pública e suas conexões com gênero, geração e saúde. Trata-se de uma pesquisa de caráter exploratório, descritivo e interpretativo. O estudo também se constituiu de uma pesquisa de campo, com análise qualitativa e resultados apresentados nas análises das entrevistas. O universo pesquisado constituiu-se de duas escolas públicas do município de Araçatuba, interior do estado de São Paulo por meio de entrevistas semiestruturadas realizadas com professores e professoras em visita in loco. O estudo buscou basear-se no construcionismo social, marcadamente presente nas pesquisas brasileiras e que se constitui como produção teórica que ganhou destaque na literatura internacional, sobretudo na Psicologia nas últimas décadas / The present work aims to study a specific kind of violence at school among adolescents: the bullying. Bullying is defined as any act practiced in isolation or in groups in educational institutions related to the student\'s body. This acts are characterized by repetition and characterized by physical aggression, humiliation, embarrassment, exclusion, moral harassment and prejudices related to gender, race/ ethnicity, causing direct or indirect damage to the victim, either physically, emotionally or socially. In this perspective, the present study investigated the representations of bullying among teachers from public school and its connections with gender, generation and health. This is an exploratory research, descriptive and interpretive. The study also consisted of a field research, qualitative analysis and results presented in the analysis of the interviews. The group studied consisted of two public schools in the city of Araçatuba, the state of São Paulo through semistructured interviews with teachers and teachers on-site visits. The study is based on social constructionism, very present in Brazilian research and what constitutes as a theoretical production that gained prominence in the international literature, especially in psychology in recent decades

Na literatura sobre gerações, é comum encontrar três classificações baseadas em idade: a geração Baby boomers, a geração X e a geração Y. Paralelamente, estudiosos têm mencionado que empregados pertencentes a diferentes grupos de faixas etárias que atuam em uma mesma organização tendem a possuir distintas expectativas e sistemas de valores. Essas diferenças têm o potencial de se refletirem na percepção dos profissionais sobre o ambiente de trabalho. Por outro lado, é possível supor que organizações com diferentes sistemas de gestão de pessoas apresentem particularidades na maneira de gerenciar pessoas de diferentes idades. Com base em tais reflexões, o objetivo geral desta pesquisa consiste em analisar as implicações das diferenças ou similaridades geracionais sobre a gestão de pessoas de empresas com características diversas. Para o cumprimento de tal objetivo, foram adotados, em sequência, dois focos de análise. No primeiro, foi considerado o delineamento metodológico da pesquisa de levantamento, com o propósito de aferir a percepção dos empregados das 150 Melhores Empresas Para Você Trabalhar. Nesta etapa da pesquisa, a técnica de análise fatorial confirmatória foi empregada para avaliar a validade e identificação dos fatores do ambiente de trabalho. Já para verificar a existência dessas diferenças nas percepções, foi procedida a análise multivariada de variância. No segundo foco de análise, foram realizados dois estudos de casos, em duas organizações que são referência em gestão de pessoas no Brasil, com o propósito de compreender a gestão das gerações no contexto organizacional. As duas organizações consideradas para o estudo de múltiplos casos foram a Dow S.A e Promon S. A. Nesta fase, foi possível obter os elementos necessários para compreender a gestão de pessoas em organizações com características diversas, quanto às diferenças ou similaridades advindas de questões geracionais dos seus empregados. O estudo dessas organizações foi baseado na análise da relação de suas políticas e práticas de gestão de pessoas com as questões geracionais advindas do ambiente de trabalho. Entre os resultados obtidos, vale ressaltar que as diferenças de percepção da geração Y em relação à geração X começam a surgir a partir do final da década de 1980, mais precisamente, a partir de 1986. Porém, nas organizações estudadas, tais diferenças geracionais não implicam adaptações da gestão de pessoas de maneira consciente. Em suma, por meio deste estudo, nota-se que o contexto em que a gestão de pessoas acontece influencia a gestão das gerações. Tal influência parece impossibilitar a criação de um padrão único de tal gestão, o que torna ainda mais desafiadora a tarefa de promover a convivência inevitável entre as gerações. / The literature on generations usually presents three classifications based on age: the generation of Baby Boomers and the generations X and Y. Meanwhile, scholars have been mentioning that employees who work at the same organization and belong to different age groups tend to have different expectations and systems of values. These differences have the potential to reflect up on professionals\' perception in relation to the work environment. On the other hand, it is possible to assume that organizations with different human resource management systems are likely to deploy peculiar ways of managing people of varying ages. Based on these considerations, the main objective of this research is to analyze the implications of generational differences and similarities on human resource management among companies of distinct features. In order to accomplish this goal, two foci of analysis were adopted in sequence. The methodological design of the first one was a survey research, applied to assess the employees\' perception of the 150 Best Companies to Work For. On this step of the research, the confirmatory factor analysis technique was used to evaluate the validity and identification of the factors of work environment. To check these differences of perceptions, a multivariate analysis of variance was performed. To the second focus of analysis, two case studies were carried out at organizations considered as benchmarks of managing people in Brazil, with the purpose of understanding the management of generations within organizational contexts. The two organizations considered for the study of multiple cases were Dow S.A. and Promon S.A. At this stage, it was possible to obtain the information needed to understand the human resource management at organizations of different characteristics, in relation to the differences or similarities arising from generational issues of their employees. The study of these organizations was based on the analysis of the relationship of their policies and practices for managing people with generational issues stemming from the work environment. Regarding the results, it is noteworthy that the differences in perception of Generation Y in relation to Generation X begin to emerge from the end of the 1980s, more precisely, from 1986 on. Nevertheless, in the studied organizations, such generational differences do not imply adaptations of human resource management in a conscious way. In sum, through this study, we note that the context in which human resource management happens influences the management of generations. Such influence seems to preclude the creation of a single standard of such management, which makes the task of promoting the inevitable coexistence between generations even more challenging.

Orientadores: Salma Tannus Muchail, Ana Maria Fonseca de Almeida / Tese (doutorado) - Universidade Estadual de Campinas, Faculdade de Educação / Made available in DSpace on 2018-08-04T04:50:42Z (GMT). No. of bitstreams: 1 Tomizaki_KimiAparecida_D.pdf: 21510428 bytes, checksum: 3508229a340aa5de747fe4ef0db4dd6d (MD5) Previous issue date: 2005 / Doutorado / Educação, Sociedade, Politica e Cultura / Doutor em Educação

Problem & purpose: When using sexual advertising, it is important that companies review how that sort of marketing are being received by their consumers. This to create an understanding about the recipient's acceptance and perception of various promotional messages. Previous research about attitudes towards sexualized advertising focus mostly on attitudes in regards to the recipient's gender. However, there are less studies investigating whether attitudes can be linked to the recipient's age. Thus, the purpose of this study is to find out if, and if so, how recipients' attitudes towards sexualized advertising differ between two generations. This study may thus be interesting for people working in the communication industry, but could also be of interest in designing future studies in the subject.
Method & material: For our study we have used a qualitative method through interpersonal interviews with respondents from two different age groups. The participants were exposed to four different sexual advertisements and were then asked questions regarding them. The answers and the recipients expressions were then compiled in the chapter “resultat”.
Main result: The results of this study shows that there are certain attitudes towards sex in advertising depending on which generation the recipient belongs to. Both the younger and the older generation have a rather negative attitude towards sexualized advertising. However, there are differences that indicate that the younger generation has a slightly more negative attitude towards this kind of advertising. The younger generation believe that sex in advertising is a method used by companies to increase sales. The younger generation sees this as something bad and annoying. The older generation has a more passive attitude towards sexualized advertising and does not experience this kind of advertising as frustrating as the younger generation does.

This paper aims to examine whether there are any substantial differences between a generation of users born during the 1960’s and younger generation born during the 1990’s regarding the use of digital technologies connected to the Internet. Based on Marc Prensky’s theories on people born before and after 1980 saying those born before are not as natural when it comes to using digital technologies. We used diaries as a qualitative method to gather data from 16 respondents. The results show that there is a small percentage that differs in total use of digital technology in favor for the younger generation but not substantial enough to be ruled as a generation better fitted for Internet usage and digital technologies. The results also show that smartphones were the most used technology and surfing the web was the most performed activity.

The core of this essay is the book "The God of Small Things" written by the Indian novelist Arundhati Roy. The strong power of both caste systems or traditional principles and politics is the starting-point of this essay. For this reason, as the center of this tale is a Hindu family of high caste, and consequently very traditional, the identity of the women in the book are of great interest. The women in "The God of Small Things" are very fascinating not only for the reason that they are strongly influenced by their life stories, but even more for the influence their actions and identities have on their children. Of course, none of them can be judged for the shape of their identity, as they all are a merger of culture, religion and politics. More exactly, the divided identities of these women are discussed in relation to firstly their Hindu identity acquired by their society and traditions, and secondly their colonial/post-colonial identity nearly imposed upon them by the colonial forces. In this essay I discuss and analyse three generations of women, a total of four characters. In addition, two other characters are used in order to illustrate the differences that women from the colonizing country (Great Britain) hold in contrast to women from the colonized country (India).

Abstract This research examines one three-generations' conceptions of the justification and educational effects of parental acceptance and rejection. The three-generations was comprised of 80-year-old lady, her 57-year-old daughter and 33-year-old granddaughter. Main interest of the research is to investigate those changes that can be found in grandmother's, mother's and daughter's ways of perceiving parental acceptance and rejection. In theoretical level of the research, constructively oriented child- and educational research and so called "empiric" social study are bridged. The research is a qualitative case study and its empirical data is collected by interviews. Three-generations, so called primary informants, are personally interviewed and interviewed all three being present at the same time. Geertz's interpretive basis are used as a theoretical basis for collecting and analysing the data. The actual research method of empirical data analysis has been Koski's method, which is based on Gadamer's hermeneutics. Results point out that the three-generations' conceptions of the justification of parental acceptance and rejection seem to be similar from one generation to another, but the women's speech of educational effects of acceptance and rejection includes more differences between generations. Results can partly be explained so that we can expect that behaviour in commonplace level often remains similar from one generation to another in spite of surrounding social trends. Accordingly, we can think that the speech of when a person has considered showing acceptance and rejection to a child acceptable in his/her behaviour, may remain similar from one generation to another because of its commonplace nature. Change in conceptions of the educational effects of acceptance and rejection may be explained by the aspect that the speech of educational effects detach itself from the level of commonplace behaviour, contrary to speech of justification. We can therefore assume that the abstract speech is affected by society's trends and educational atmosphere. / Tiivistelmä Tutkimuksessa tarkastellaan yhden sukupolvikolmikon käsityksiä lapseen kohdistettavan hyväksynnän ja torjunnan oikeutuksesta ja kasvatuksellisista vaikutuksista. Sukupolvikolmikon muodostavat 80-vuotias rouva, hänen 57-vuotias tyttärensä ja 33-vuotias tyttärentyttärensä. Ydinmielenkiinnon kohteena on kysymys siitä, millaisia muutoksia on havaittavissa sukupolvikolmikon isoäidin, äidin ja tyttären tavassa hahmottaa kotikasvatukseen liittyvä hyväksyntä ja torjunta. Teoreettisella tasolla tavoitteena on rakentaa siltaa "empiristisen" sosialisaatiotutkimuksen ja konstruktivistisesti orientoituneen lapsi- ja kasvatustutkimuksen välille. Tutkimus on otteeltaan laadullinen tapaustutkimus ja sen empiirinen aineisto on kerätty haastatteluin. Sukupolvikolmikkoa on haastateltu henkilökohtaisesti ja koko kolmikon ollessa yhtä aikaa läsnä. Haastatteluaineiston keruun ja analyysin teoreettisena pohjustuksena on käytetty Geertzin tulkinnallisia lähtökohtia. Varsinaisena metodina tutkimuksen empiirisen aineiston analysoinnissa on käytetty Kosken Gadamerin hermeneutiikasta eksplikoimaa menetelmää. Tutkimuksen tulokset osoittavat, että sukupolvikolmikon käsitykset hyväksynnän ja torjunnan oikeutuksesta näyttävät säilyneen samantapaisia sukupolvesta toiseen, mutta kolmikon puhe hyväksynnän ja torjunnan kasvatuksellisista vaikutuksista sisältää enemmän eroavaisuuksia sukupolvien kesken. Tulosta selittää osaltaan se, että voi olettaa käyttäytymisen siirtyvän usein arkipäivän tasolla melko samantapaisena sukupolvesta toiseen välittämättä paljonkaan ympäröivän ajan ja yhteiskunnan virtauksista. Voi siis ajatella, että myös puhe siitä, milloin henkilö on toiminnassaan pitänyt oikeutettuna hyväksynnän ja torjunnan osoittamista lapselle, voi arkipäiväisyytensä vuoksi säilyä samantapaisena sukupolvelta toiselle. Hyväksynnän ja torjunnan kasvatuksellisia vaikutuksia koskevien käsitysten muuttumista sukupolvesta toiseen saattaa selittää osaltaan se, että puhe kasvatuksellisista vaikutuksista liikkuu enemmän irti arkipäiväisen käyttäytymisen tasosta kuin puhe oikeutuksesta. Voi siis olettaa, että abstraktimpaan puheeseen vaikuttaa enemmän kulloisenkin yhteiskunnallisen ajan aatevirtaukset ja yhteiskunnallinen kasvatusilmapiiri.