Made available in DSpace on 2016-08-18T18:55:12Z (GMT). No. of bitstreams: 1 Albiane Oliveira Gomes.pdf: 478296 bytes, checksum: 523f6ca0519f1161ad17de6096cb8cd6 (MD5) Previous issue date: 2010-04-14 / Evaluates the process of implementing the Program Literate Brazil - PBA, developed by the city of São Luís, MA in 2008, and there are the degrees of efficiency and effectiveness of actions implemented. It discusses the effectiveness of state initiatives in tackling illiteracy of young and adult population over the last six decades, in particular, the policy implemented by the current federal government - the Literate Brazil Program - highlighting the nuances of his neo-liberal bias. We analyze the conditions that acted as facilitators or obstacles in achieving the goals designed by the policy. We used as instruments literature, with reasoning in the studies of Silva (2001, 2008), Draibe (2001), Arretche (1998), Haddad and Di Pierro (2000), Beisiegel (2004), Romanelli (2006), Azevedo (2004), Ribeiro (2003), Gadotti (2001), Freire (2003), Lebanon (2004) and Frigotto Ciavatta (2003), Meszaros (2005), Rummert and Ventura (2007), among others, document analysis, as of resolutions regulating the political and field research, which had the locus Board of Education of the City of St. Louis, specifically the Office of the Literate Brazil Program - PBA. It was found that the process of implementing the program developed by the municipality of São Luís-MA had a higher incidence of negative conditions that contributed to the decreased performance obtained even in the eradication of illiteracy in the capital ludovisence. / Avalia-se o processo de implementação do Programa Brasil Alfabetizado PBA, desenvolvido pelo município de São Luís-MA no ano de 2008, verificando-se os graus de eficiência e eficácia das ações implementadas. Discute-se sobre a eficácia das iniciativas do Estado no enfrentamento do analfabetismo da população jovem e adulta ao longo das seis últimas décadas, de modo particular, a política implementada pelo atual governo federal o Programa Brasil Alfabetizado pondo em relevo as nuances de seu viés neoliberal. Analisa-se os condicionantes que atuaram como facilitadores ou óbices na consecução dos objetivos desenhados pela política. Utilizou-se como procedimentos metodológicos pesquisa bibliográfica, com fundamentação nos estudos de Silva (2001, 2008), Draibe (2001), Arretche (1998), Haddad e Di Pierro (2000), Beisiegel (2004), Romanelli (2006), Azevedo (2004), Ribeiro (2003), Gadotti (2001), Freire (2003), Libâneo (2004) Frigotto e Ciavatta (2003), Meszáros (2005), Rummert e Ventura (2007), dentre outros; análise documental, a partir das Resoluções que regulamentam a política e pesquisa de campo, que teve como lócus a Secretaria de Educação do Município de São Luís, precisamente a Unidade do Programa Brasil Alfabetizado PBA. Constatou-se que no processo de implementação do Programa desenvolvido pelo município de São Luís-MA houve uma maior incidência de condicionantes negativos que contribuíram para que o mesmo obtivesse desempenho reduzido na erradicação do analfabetismo na capital ludovisence.

Submitted by Geandra Rodrigues (geandrar@gmail.com) on 2018-06-26T12:17:41Z No. of bitstreams: 1 tacianaduraoleitecaldas.pdf: 2080372 bytes, checksum: d0ca57cf8f40fa740785eda29a5ab483 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2018-06-26T14:48:59Z (GMT) No. of bitstreams: 1 tacianaduraoleitecaldas.pdf: 2080372 bytes, checksum: d0ca57cf8f40fa740785eda29a5ab483 (MD5) / Made available in DSpace on 2018-06-26T14:48:59Z (GMT). No. of bitstreams: 1 tacianaduraoleitecaldas.pdf: 2080372 bytes, checksum: d0ca57cf8f40fa740785eda29a5ab483 (MD5) Previous issue date: 2018-01-17 / A presente dissertação foi desenvolvida no âmbito do Mestrado Profissional em Gestão e Avaliação da Educação (PPGP) do Centro de Políticas Públicas e Avaliação da Educação da Universidade Federal de Juiz de Fora (CAEd/UFJF). O caso de gestão apresentado nessa pesquisa busca responder à seguinte questão: quais as ações desenvolvidas pela RMER, nos Anos Iniciais e Finais da EJA, de 2013 a 2016, prepararam os professores para o combate ao analfabetismo funcional com vistas a atender a meta 9 do PNE. Para tanto a pesquisa foi fundamentada a partir das características do pensamento Freireano, com vistas numa reflexão acerca da alfabetização, letramento e analfabetismo funcional com foco na modalidade, e a EJA como política pública, analisada nos âmbitos nacional e municipal. Os eixos teóricos estudados perpassaram os temas letramento e alfabetização para o combate ao analfabetismo funcional, políticas públicas na EJA do Recife com foco no analfabetismo funcional e formação, formadores e professores na RMER. A pesquisa Qualitativa, embasada pelos eixos teóricos teve como percurso metodológico um Estudo de Caso, da Divisão de Educação de Jovens e Adultos – DEJA da Rede Municipal de Ensino do Recife, e utilizou-se como instrumentos: questionários para professores dos anos iniciais e finais da modalidade, entrevistas semi-estruturadas aplicadas aos profissionais que ministram formação aos professores da modalidade. Realizou-se também uma pesquisa documental que investigou documentos oficiais, municipais e nacionais, confrontando-os com os depoimentos sobre a execução de Políticas Públicas, Programas e Projetos que aconteceram de 2013 a 2016 desenvolvidos na Rede Municipal de Ensino do Recife para a modalidade de Educação de Jovens e Adultos. Nesta perspectiva analisamos qual ou quais delas teve um rebatimento positivo na preparação dos professores para o combate ao analfabetismo funcional com vistas a cumprir a meta 9 do PNE. E a partir dos achados de pesquisa foi sugerido um plano de ação, ao final da pesquisa com vistas a concretizar o objetivo aqui elencado. / This dissertation was developed in the context of the Professional Master's in management and evaluation of education (PPGP) from the center of public policies and evaluation of education of the Federal University of Juiz de Fora (CAEd/UFJF). The case of management presented in this study seeks to answer the following question: what are the actions developed by RMER, in the early years and the end of the EJA, from 2013 to 2016, prepared teachers for the fight against functional illiteracy, with a view to meet the goal 9 of the PNE. For both the research was founded on the basis of characteristics of Freireano thought, with a reflection on the literacy, literacy and functional illiteracy with focus on modality, and YAE as public policy, analyzed in national and municipal level. The theoretical axes studied perpassaram the themes literacy and literacy for the fight against functional illiteracy, public policies in the EJA of Recife with focus on functional illiteracy and training, trainers and teachers in the RMER. The qualitative research, supported by the theoretical axes had methodological path as a case study, the division of Youth and Adult Education - DEJA the municipal teaching network of Recife, and it was used as instruments: questionnaires for teachers of early years and the end of the modality, semi-structured interviews applied to professionals who deliver training to teachers of the modality. It also held a documental research that investigated official documents, local and national, confronting them with the testimonies about the implementation of public policies, programs and projects that occurred from 2013 to 2016 Developed by the municipal teaching network of Recife for the modality of Educating Young People and Adults. In this perspective we analyze what or which of them had a positive dipping in the preparation of teachers for the fight against functional illiteracy, with a view to fulfill the goal 9 of the PNE. And from the findings of research was suggested a plan of action, to the end of the research with a view to achieving the goal here listed.

Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:03Z No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:18Z (GMT) No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2013-10-25T18:05:29Z (GMT) No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) / Made available in DSpace on 2013-10-25T18:05:38Z (GMT). No. of bitstreams: 1 Dissert_31ago_2010 _Cleverson_.pdf: 474989 bytes, checksum: fc7c4a876917d9bfebc1be6559068332 (MD5) Previous issue date: 2010 / Muitos trabalhos estrangeiros e alguns trabalhos brasileiros indicam que os consumidores têm um preço de referência em sua mente ao analisar o preço de um bem em particular, sendo este processo interno, externo ou ambos. Verifica-se também que o modo como as situações no momento da compra são apresentados (efeito framing) também influencia o processo decisório. Estes fenômenos têm sido explicados por estudos comportamentais e de constructos psicológicos. Este trabalho tem como objetivo explorar o efeito do crédito (em particular as compras parceladas) e do efeito framing nos preços de referência. O motivador deste estudo foi o grande volume de linhas de crédito que tem sido oferecido no mercado brasileiro. A maior parcela dos respondentes (41%) pertence a classe C que representa maior fatia de renda nacional e correponde a cerca de 103 milhões de pessoas (dados de agosto de 2010) e tende a evoluir para 56% da população (113 milhões até 2014). O método de pesquisa usado foi o experimental com manipulação por instrução. Pode-se confirmar a hipótese de que o preço de referência pode apresentar uma variação onde a sensação de perda é reduzida ao ser transferida para o longo prazo ou simplesmente anulada pela satisfação imediata de posse do bem. Não se pode confirmar hipótese de que o crédito pode influenciar a formação de preços de referência. Contudo, pode-se explorar o tema e fornecer bases para motivar pesquisas futuras a respeito. / Several studies performed abroad and some brazilian ones indicate that customers have a reference price in mind when evaluating the price of one particular good, which can be whether internal, external or both. Besides, it can be noticed the way that the situations are presented (framing effect) have influence in the decision making process. These phenomena have been explained by behavioral studies as well as with psychologic constructs. The objective of this study is to explore the effect of the credit and the framing effect in the reference price. The motivation of this study is the great volume of credit that has been offered in the brazilian market. The majority of the people who answered the research (41%) belongs the C class that represents the largest portion of income in the national scenario and corrensponds to about 103 million of people (information of August/2010) and tends to grow to up to 56% of the population (113 million up 2010). The method of research used was experimental with manipulation thru instruction. It could be confirmed the hypothesis that the reference price can suffer a variation where the sensation of loss is reduced or transferred to the long term or simply cancelled by the immediate satisfaction of ownership of the good. It could not be confirmed the hypothesis that the credit can influence the reference price. However, the theme could be explored and offer a basis for future researches about the subject.

Philosophiae Doctor - PhD / Drawing on broader discussions that attempt to envision new ways of negotiating identity, nationalism and race in a post-colonial, post-apartheid South Africa, this thesis examines how whiteness is constructed and negotiated within the framework of literary-journalistic narratives. It is significant that so many established journalists have chosen a literary format, in which they use the structure, conventions, form and style of the novel, while clearly foregrounding their journalistic priorities, to re-imagine possibilities for narratives of identity and belonging for white South Africans. I argue that by working at the interstice of literature and journalism, writers are able to open new rhetorical spaces in which white South African identity can be interrogated. This thesis examines the literary narratives of Rian Malan (My Traitor’s Heart, 1991), Antjie Krog (Country of My Skull, 1998, and Begging to be Black, 2009), Kevin Bloom (Ways of Staying, 2009) and Jonny Steinberg (Midlands, 2002). These writers all seem to grapple with the recurring themes of 'history', 'narrative', 'dentity' and in exploring the narratives of their personal and national history, they attempt to make sense of their current situation. The texts that this thesis examines exhibit an acute awareness of the necessity of bringing whiteness into conversation with 'other' identities, and thus I explore both the ways in which that is attempted and the degree to which the texts succeed, in their respective projects. I also examine what literary genres offer these journalists in their engagement with issues of whiteness and white identity that conventional forms of journalism do not. These writers are challenging the conventions of genre - both literary and journalistic - during a period of social and political flux, and I argue that in attempting to limn new narrative forms, they are in fact outlining new possibilities for white identities and ways of belonging and speaking. However, a close reading of these literary-journalistic narratives reveals whiteness in post-apartheid South African to be a multifaceted and often contradictory construct and position. Despite the lingering privilege and structural advantage associated with whiteness, South African whiteness appears strongly characterised by a deep-seated anxiety that stems from a perpetual sense of ‘un-belonging’. However, while white skin remains a significant marker of identity, there does appear to be the possibility of moving beyond whiteness into positions of hybridity which offer interesting potential for ‘becoming-other’ / South Africa

L’absentéisme et le décrochage scolaire sont aujourd’hui au cœur du débat public. Les discours politiques et institutionnels semblent découvrir ces questions. Pourtant ces phénomènes ne sont pas nouveaux. En effet, pourquoi l’absentéisme et le décrochage scolaire qui étaient invisibles médiatiquement et socialement à une certaine époque deviennent-ils visibles et médiatiques aujourd’hui ? Faut- il y voir l’action de l’homme ou le coup du sort ? Cette recherche s’inscrit dans le champ de la sociologie de la connaissance. Il s’agit de savoir quelle connaissance on a de ces questions mais également de comprendre l’apparition de ces problématiques dans le champ du social .Sur le terrain, la réalité est tout autre car aux discours sur l’absentéisme et le décrochage scolaire succède l’action et les contraintes auxquelles les acteurs sont confrontés. Le regard porté par les acteurs scolaires devient plus distant, plus raisonné et raisonnable face aux problèmes auxquels ils doivent faire face et surtout trouver des solutions. L’hypothèse générale est que les discours institutionnels (circulaires et rapports d’inspection) et politiques, sur l’absentéisme et le décrochage scolaire davantage construits sur un discours globalisant et anxiogène lié à des problématiques sociales comme la délinquance, s’opposent aux acteurs de terrain dont les discours hétérogènes laissent place à des récits et réflexions mesurés et réalistes face à l’immensité des phénomènes auxquels ils sont confrontés. Dans cette recherche, il s’agit essentiellement de joindre à cette approche socio-historique dans une première partie, une approche empirique dans une deuxième partie dont l’objectif réside dans la confrontation du discours public et médiatique : le discours d’ « en haut » et du discours des acteurs de terrain : le discours d’ « en bas ». Si le Lycée Professionnel (LP) comme terrain de recherche s’inscrit dans un espace social et scolaire marginalisé depuis un certain nombre d’années , il n’en demeure pas moins que les discours et actions des acteurs ainsi que les résultats obtenus sur les questions d’absentéisme et de décrochage scolaire laissent à penser que chaque LP est singulier et développe un effet propre. / Absenteeism and dropping out are at the heart of public debate. The political and institutional discourses seem to find these issues. Yet these phenomena are not new. Indeed, why absenteeism and school dropout who were invisible mediatically socially and at one time they become visible and media today? Should we see the action of the man or the twist of fate? This research is in the field of sociology of knowledge. This is to know what knowledge we have of these issues but also to understand the occurrence of these problems in the social field .On the ground, the reality is quite different because the discourse on absenteeism and dropping succeeds the action and the constraints, the actors face. The look worn by school actors becomes more distant, more reasoned and reasonable deal with the problems they face and especially solutions. The general assumption is that institutional discourse (circular and inspection reports) and policy on absenteeism and dropping out more built on a globalizing discourse and anxiety related to social problems such as delinquency, are opposed to actors of land including heterogeneous discourse gave way to stories and reflections measured and realistic given the immensity of the phenomena they face. In this research, it's basically join this socio-historical approach in the first part, an empirical approach in the second part whose objective is the confrontation of the public and media discourse: the discourse of "top "and the speech field players: the discourse of " down ". If the vocational school as field research is part of a marginalized social and academic space for a number of years, the fact remains that the speeches and actions of the actors and the results obtained on the issues of absenteeism and dropout suggests that each LP is unique and develops its own effect.

Notre thèse, intitulée La dynamique linguistique des relations spatiales en créole réunionnais et sa contribution à la question de l'illettrisme, s'inscrit en linguistique descriptive et choisit d'interroger la problématique de la spatialité avec les outils et les méthodes de la linguistique fonctionnelle en synchronie dynamique pour le créole réunionnais (Martinet : 1989, Staudacher-Valliamée : 1999). Les enquêtes réalisées sur le terrain créolophone réunionnais rassemblent un corpus de 24 idiolectes dans un échantillonnage représentatif de plusieurs classes d'âge, de lieux géographiques et de difficultés de pratique du français (langue officielle). L'analyse syntaxique et prosodique des relations spatiales repose sur un échantillonnage de 607 syntagmes prédicatifs. Cette thèse établit le lien entre les relations spatiales, le programme valenciel (Tesnière : 1965), l'ordre des mots en structures prédicatives. Le modèle fonctionnaliste est complété par les paramètres de la sémantique générale de Pottier (1992). Cette thèse apporte un éclairage nouveau avec l'identification du système spatial créole réunionnais, ce qui permet de le classer parmi les langues à cadre verbal et satellitaire (Talmy : 2008). Par les toponymes, le système spatial est ancré dans la mémoire collective créole et l'Histoire insulaire créolophone. La tradition orale créole implique des situations d'illettrisme spécifiques. Nos informateurs témoignent de leurs situations d'analphabétisme, d'illettrisme et de leurs difficultés d'apprentissage. Les retombées didactiques et pédagogiques de notre recherche contribuent à la remédiation ainsi qu'à l'outillage pour l'apprentissage du système spatial français. / Our thesis, entitled Linguistic dynamic of spatial relationships in Reunion Creole and its contribution to the illiteracy issue, fits in descriptive linguistic questioning the problematic of spatiality with tools and methods of functional linguistic in dynamic synchrony for Reunion Creole (Martinet : 1989, Staudacher-Valliamée : 1999). Surveys conducted in the field of Reunion Creole speakers gather a corpus of 24 idiolects in a representative sampling including several age groups, geographical locations and difficulty to practice French (official language of the department). Syntactic and prosodic analysis of spatial relationships relies on a sampling of 607 predicative phrases. This thesis establishes the link between spatial relationships, valence program (Tesnière : 1965), word order in predicative structures. The functionalist model is completed by Pottier's general semantic parameters (1992). This thesis brings a new perspective with the identification of the Reunion Creole spatial system, which allows its classification among the framework of verbal and satellite languages (Talmy : 2008). By the place of names, spatial system is rooted in Creole collective memory and Reunion Creole speaker insular History. Oral creole tradition involves specific situations of illiteracy. Our informants demonstrate their analphabetism, illiteracy and their learning difficulties. The didactic and educational fallout from our research contribute to the remediation and tooling for the learning of French spatial system descriptive linguistic.

The diploma thesis deals with the issue of adult education in Mexico with an emphasis on the fight against illiteracy. The aim of this thesis is to provide a comprehensive picture of the forms of adult education in Mexico and to analyze its specific aspects and contexts. First, it focuses on the forms of adult education in the Latin American region, and then in Mexico itself. The historical context of adult education in Mexico and the current literacy efforts of the Mexican government and selected international actors are presented. Considerable attention is paid to the issue of illiteracy, its characteristics and the ways in which Mexican society copes with it. The merits of UNESCO and OECD in the fight against illiteracy are also highlighted. Then the Mexican education system, the most famous educational program for adult education and the legislative anchoring of adult education, are introduced. The role of the government's "Instituto Nacional para la Educación de los Adultos", which covers adult education services in the country, is not omitted either. Other topics and problems related to adult education are also discussed, such as educational backwardness, functional illiteracy, lifelong learning, etc. Finally, all knowledge about adult education in the country is summarized, put into context...

La présente thèse s’intéresse aux pratiques orthographiques des personnes en difficulté à l’écrit et en particulier des adultes illettrés. L’illettrisme qualifie les personnes de plus de 16 ans qui, après avoir été scolarisées en France, n’ont pas acquis une maitrise suffisante de la lecture, de l’écriture et du calcul, ce que l’on appelle, dans le champ de la formation pour adultes, les compétences de base. Cette étude vise à mieux connaître l’hétérogénéité de la population illettrée et à identifier plus particulièrement les compétences et les difficultés en orthographe qu’on y observe. Elle propose ainsi une description et une analyse linguistique des pratiques orthographiques des adultes en difficultés à l’écrit, et montre que pour l’essentiel, ils savent faire des choses à l’écrit, y compris du point de vue orthographique. Cette étude cherche également à mieux connaître les dispositifs institutionnels de la formation aux compétences de base des adultes illettrés, en particulier en Haute-Normandie. L’ensemble des analyses vise à dégager des pistes de réflexion didactiques, fût-ce brièvement, et à donner des outils concrets afin de « lire autrement » qu’en termes normatifs, les pratiques orthographiques qui s’écartent de la norme. / The following thesis tackles the subject of orthographic practices among persons struggling to write and more especially the illiterate adults. Illiteracy concerns 16-year-olds and over who, after attending school in France, have not yet mastered reading, writing, using calculus, and did not acquire basic competencies, as it is qualified in the adult training field. This study aims to find out more about the heterogeneity of this illiterate population, and more particularly to identify the competencies and difficulties that are linked to spelling. This thesis offers a description and a linguistic analysis on orthographic practices with adults who are struggling with written language. It shows that for the majority, they can actually put things in writing, even from an orthographical outlook. Furthermore, it delves into the understanding of the institutional means in place to help training illiterate adults, especially in the region of Upper-Normandy (France). All the analyses have for objective to draw didactic food for thought and suggest tangible tools in order to « read differently » than with normative terms, the orthographical practices that divert from the norm.

[pt] Dados do Ibope e do Indicador de Analfabetismo Funcional (Inaf) de 2012 revelam que, no Brasil, existem aproximadamente 14 milhões de analfabetos absolutos e um pouco mais de 35 milhões de analfabetos funcionais. Segundo estatísticas, o Brasil é o terceiro país do mundo em tempo gasto na internet, sendo mais da metade em mídias sociais. Nesse contexto, as atividades diárias se direcionam a comunicações baseadas em texto, e a falta de capacidade de leitura e escrita torna-se obstáculo ainda mais significativo para os adultos que apresentam nenhum ou baixos níveis de letramento. Dessa forma, esta pesquisa procurou responder à seguinte indagação: como se configura a experiência de uso e consumo das redes sociais e comunicadores instantâneos por indivíduos com baixo letramento? Para tal, realizou-se um estudo qualitativo exploratório, baseado em entrevistas pessoais com 22 adultos com Ensino Fundamental incompleto. Por meio dos resultados obtidos, foi possível perceber a estigmatização sofrida por esses indivíduos devido às suas limitações, assim como as estratégias de combate adotadas por eles, como a preferência por postagem de fotos e mensagens de voz. Pode-se sugerir que as novas formas de comunicação instantânea promovem uma certa liberdade para se cometer erros de gramática ou de pontuação que, muitas vezes, são atribuídos ao corretor automático dos dispositivos móveis. Outra evidência do baixo letramento é a preguiça de ler e escrever nas redes e nos comunicadores; o que os usuários chamam de textos grandes são, na verdade, considerados curtos segundo estudiosos de analfabetismo funcional no Brasil. / [en] Data from IBOPE and INAF 2012 reveals that, in Brazil, there are approximately 14 million full illiterate adults and a little more than 35 million functional illiterate individuals. According to statistics, Brazil is the third country in the world where users spend the most time online, which more than half of this time is spent on social media. Within this framework, as more daily functions move toward text-based electronic communication, reading literacy becomes even more important for adults who are illiterate or for those with low-literacy levels. Therefore, this research sought out to answer the following question: What kind of experience low-literacy individuals have with the social media and instant messengers usage and consumption? To this end, a qualitative exploratory study was created based on individual interviews with 22 adults with incomplete elementary education. Among the results, it was possible to notice the stigmatization suffered by these individuals due to their reading limitations as well as to some of their strategies to overcome the issue, such as sending audio instead of written messages or posting photos instead of texts on social media. It can be suggested that the new forms of instant communication promote freedom to make mistakes in grammar or punctuation that are often attributed to auto correctors of mobile devices. Another evidence of low-literacy is the laziness to read and write on social media and communicators - what users believe to be big reading are actually considered short reading according to specialists on Functional Illiteracy in Brazil.

[pt] O Brasil possui aproximadamente 54 milhões de pessoas consideradas analfabetas funcionais, segundo o Índice Nacional de Alfabetismo Funcional (INSTITUTO PAULO MONTENEGRO, 2016). Com base na premissa de que os consumidores só estão aptos a interagir no mercado se são capazes de responder adequadamente aos elementos da sua comunicação, é necessário analisar como os indivíduos com baixo letramento deveriam ser abordados para acessar bens e serviços de forma transparente. Neste contexto, o presente estudo objetiva explorar como os consumidores analfabetos funcionais interpretam a comunicação de marketing feita no Brasil. Para tal, foram realizadas dezessete entrevistas em profundidade com sujeitos com baixo letramento e os dados gerados foram analisados utilizando técnicas de análise do conteúdo. Os resultados indicam que uma parte dos entrevistados não diferencia o que é atividade de merchandising (product placement) do que normalmente é difundido como notícias e entretenimento por meio de programas de TV. Outra questão relevante foi o desafio frente à dificuldade de abstração dos sujeitos de pesquisa. Nesse sentido o estudo corrobora uma evidência presente na literatura estrangeira sobre o tema, que relata a maior facilidade de processamento e memorização por parte destes sujeitos de elementos que guardam correspondência de 1 para 1 com a realidade. Por fim, a pesquisa aponta características da interação dos sujeitos com o mercado, abordando pontos como a dependência de uma pessoa de referência; a preferência por compra em varejo de autosserviço; e o afastamento do comércio online quando não há assistência de outras pessoas. / [en] Brazil has approximately 54 million functionally illiterate individuals, according to the National Index of Functional Literacy (INSTITUTO PAULO MONTENEGRO, 2016). Based on the premise that consumers are only able to interact if they respond adequately to the elements of communication in the market, it is necessary to analyze how individuals with this type of limitation should be approached so that they can have a fair chance to access to goods and services. In this context, the present study aims to explore how functional illiterate consumers interpret a marketing communication made in Brazil. Thus, seventeen in-depth interviews with low-literate subjects were performed and the data generated was analyzed using content analysis techniques. The results indicate that some of the respondents do not differentiate between product placement and what is usually broadcast as news and entertainment through TV programs. Another relevant finding challenged the difficulty of abstraction of the subjects. In this sense the study corroborates evidence presented in the foreign literature on this subject, which reports the greater ease of processing and memorization by these subjects of elements that keep 1 to 1 correspondence with reality. Finally, the research points out characteristics of the interaction of the subjects with the market, addressing points such as the dependence of a reference person, the preference for retail self-service purchases and the removal of online commerce when there is no assistance from other people.