Made available in DSpace on 2016-04-26T18:14:02Z (GMT). No. of bitstreams: 1 Anderson Gurgel Campos.pdf: 43705251 bytes, checksum: 51d374f654897ba8ea7c112b3b1d3c21 (MD5) Previous issue date: 2014-03-18 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This research investigates the management of spectacular images of the sport in mega events. The top-level modern sport, the basis of mega sports events, is a source of a complex system of production and image reproduction and social symbols, and of economized images this is, with the accumulation of values and meanings and it is also a bridge between those agents of these types of activities and their audiences, which ultimately reverts to capital and image. This issue becomes more relevant due to the fact that Brazil will host both World Cup in 2014 and Olympics in 2016. The main hypothesis of this doctoral research is that the images that circulate in these sports mega events are organized not in relation to their body related this is, athletes, local or competition but with other images, creating an imagery show that is constructed from an economic principle. This research, which aims to analyze the sport mega-events as media environments, allows us to show that there is an economy, an operating principle between play, sport and mega-events, from images. The reference here is the Greek concept of oikonomia and its derivations in economic theology, which support the idea of an economy of the image, which binds to the organization and management of pictorial resources in the relationship between the man and his imaginary. The objective is to investigate the construction of media environments and test the validity of speaking in the existence of an economy of image of the sport, responsible for the transformation of sports mega-events and their agents in goods of the consumer society. In the concept of game and sport the references are Huizinga and Caillois. For sport, the references are Bourdieu, from the concept of communication in sport, and Wulf and Gabauer on mimesis in the sports game. For concepts of image, event and apparatus, the ideas of Flusser are also crucial. And finally, from Agamben, Mondzain and Polanyi, the concept of economy of images is supported, which allows, in dialogue with the theory of the spectacle, Debord and Iconofagia by Baitello Jr., we can understand the essence of sports consumption in contemporary society / Esta pesquisa investiga a gestão das imagens espetaculares do esporte nos megaeventos. O esporte moderno de alta competição, base dos megaeventos esportivos, é fonte de um sistema complexo de produção e reprodução de imagens e símbolos sociais e é gerador de imagens economizadas ou seja, com acúmulo de valores e significados , e que constroem vínculos entre agentes desses tipos de atividades e seus públicos, o que, por fim, reverte-se em capital e imagem. Esse assunto torna-se mais relevante com a realização no País da Copa do Mundo de 2014 e dos Jogos Olímpicos Rio 2016 no Brasil. A hipótese principal desta pesquisa de doutoramento é a de que as imagens que circulam nesses megaeventos organizam-se não mais na relação com os seus referentes corporais ou seja, atletas, locais ou competições , mas sim com outras imagens, gerando um espetáculo imagético que se constrói a partir de um princípio econômico. Esta pesquisa, que pretende analisar os megaeventos enquanto ambientes midiáticos do esporte, permite mostrar que há uma economia, um princípio operativo entre jogo, esporte e megaeventos, a partir de imagens. A referência aqui é o conceito grego oikonomia e suas derivações na economia teológica, que subsidiam a ideia de uma economia da imagem, que se liga à organização e à gestão dos recursos imagéticos na relação entre o homem e seu imaginário. O objetivo é investigar a construção dos ambientes midiáticos e verificar a pertinência de se falar na existência de uma economia da imagem do esporte, responsável pela transformação de megaeventos esportivos e de seus agentes em mercadorias da sociedade de consumo. No conceito de jogo e esporte, as referências são Huizinga e Caillois. Para esporte, as referências são Bourdieu, a partir do conceito de comunicação no esporte, e Wulf e Gabauer, sobre a mimese no jogo esportivo. Serão também fundamentais os conceitos de imagem, evento e de aparelho de Flusser. E, por fim, a partir de Agamben, Mondzain e Polanyi, alicerça-se o conceito de economia das imagens, o que permite, em diálogo com a teoria do espetáculo, de Debord, e da Iconofagia, de Baitello Jr., entender a essência do consumo esportivo na sociedade contemporânea

This dissertation explored how sports organizations approach the communication of a defeat on social media from the perspective of organizational image management. Furthermore, this study sought to identify how sports fans react to a defeat on social media and what kind of implications fan reactions have on the organizational image management process. The sports industry has some unique characteristics compared to other commercial industries. The overall success of sports organizations is to a great extent dependent on the on-field performances of the team and the coherence of the fan community. The image of sports organizations is likewise dependent on the combination of on-field performances and how the fan community perceives the organization. Sports fans have a strong psychological connection to their favorite team. The strong attachment to a sports organization results commonly in biased evaluations of their favorite team. This dissertation examines how this dynamic unfolds in an online media environment using a customized theoretical framework that combines organizational image management theory and social identity theory. The research strategy in this dissertation consisted of a case study of six sports organizations in the Swedish Hockey League and their fans. Empirical data was collected through six interviews with communication specialists employed by the teams and by sampling comments written by fans on the teams’ Facebook pages on posts about defeats. The findings show that sports organizations in the SHL have a desire to appear honest in their approach to communicating a defeat on social media. This desire encompasses a straightforward approach to communicating a defeat on social media to their fans, making the organization to resemble a credible disseminator of information to key stakeholders in online environments. Furthermore, through the strong psychological connection to their favorite team, fans were found to have a role in the image maintenance process on social media after a defeat. Fans took mainly two different stances on social media after a defeat and were found to both hinder and aid the image management process after a defeat.

Submitted by Nadir Basilio (nadirsb@uninove.br) on 2015-07-16T16:19:01Z No. of bitstreams: 1 Carlos Affonso Sartore Salles.pdf: 1399950 bytes, checksum: 016fa56fdfd3ea7c9768206f8ed5654c (MD5) / Made available in DSpace on 2015-07-16T16:19:01Z (GMT). No. of bitstreams: 1 Carlos Affonso Sartore Salles.pdf: 1399950 bytes, checksum: 016fa56fdfd3ea7c9768206f8ed5654c (MD5) Previous issue date: 2015-02-23 / The purpose of this study is to indicate ways for the diagnosis image of athletes and sports celebrities. It was realized a case study using the Brazilian athlete and MMA fighter Anderson Silva, taking advantage of your image notoriety inside and outside of sports, the fact of he participates in an emerging sport that generates controversial opinions, as well as recent events in his career in 2013 and 2014, which generated adverse opinions, doubts and questions about hisattitudesin the competition. To achieve the purpose, an interviews guide that addressed the issues of image management, crisis management and sports celebrities, being composed mainly by Método de Configuração de Imagem (MCI), which assisted in the disclosure of attributes that configured the image athlete object of the study. As a result, it is understood that the instrument can be used as a tool for managing the image sports personalities. / O objetivo deste trabalho é apontar caminhos para a realização do diagnóstico da imagem de atletas e celebridades esportivas. Foi realizado um estudo de caso se valendo do atleta brasileiro e lutador de MMA Anderson Silva, aproveitando-se da notoriedade de sua imagem dentro e fora dos esportes, o fato de participar de um esporte emergente e que gera opiniões controversas, assim como dos recentes acontecimentos em sua carreira nos anos de 2013 e 2014, que geraram opiniões adversas, dúvidas e questionamentos sobre a postura do atleta em competições. Para atingir o objetivo, foi utilizado um roteiro de entrevistas que abordou as temáticas da gestão de imagem, gestão de crises e celebridades esportivas, sendo composto, principalmente, pelo Método de Configuração de Imagem (MCI), que auxiliou na evidenciação de atributos que configuram a imagem do atleta objeto de estudo. Como resultado, entende-se que o instrumento utilizado pode ser utilizado como ferramenta para a gestão da imagem de personalidades esportivas.

社群網站集結了線下各種社會關係於平台中的特色，幫助使用者重整自我人際關係。社群網站中的各種功能得以應對不同社交情況，然而，根據東方線上的調查報告指出，以多重帳號分流管理人際關係的現象愈加普遍，社群媒體打破了虛實人脈的界線，在隱私權與形象管理等需求下，衍生出「雲端多重人格症」，出現多帳號、人際分流的狀態。 　　尤其當人們踏入職場後，將比起學生族群面臨更為多樣的社會交際互動。因此，本研究以擁有多個Facebook帳號的上班族為對象，探究他們在使用多重Facebook帳號時所採取的戰術策略、所面臨的人際關係與權力影響，以及在不同帳號中所呈現的自我形象。 　　本研究透過深度訪談法蒐集了八位在Facebook中經營多重帳號之上班族的使用經驗，發現上班族使用者們以創建多個Facebook帳號，作為閃躲Facebook意圖讓使用者間更加緊密連結的主要手段，藉由「與現實生活中可連結之假名」、「不完整的個人資料編輯」、「帳號間的互相封鎖或追蹤」等戰術，來對抗Facebook希望達到的人際關係串聯。另一方面，這種策略運用可被視為對de Certeau所提出之「戰略」與「戰術」的顛覆，Facebook使用者不僅運用戰術躲避網站空間的戰略，亦用以閃躲其他戰術使用者，形成另一種「戰略」與「戰術」的共舞狀態。此外，Facebook多重帳號的上班族使用者藉著「戰術」使用，不僅翻轉了原先de Certeau對「戰略」與「戰術」之二元觀點，更推翻費孝通早期所提出的人際親疏遠近模型。社群網路中的人際關係與權力影響充滿不確定性，親疏遠近的定義隨著不同使用者而改變，透過將不同層面之好友加入不同帳號的過程，上班族使用者能夠更彈性地控制這些關係中親疏遠近的變更，並在Facebook人際互動的過程中獲得更多自主權。同時，多重帳號的使用模式將傳統虛擬社群中人們得以自由探索自我之特性帶入與現實生活緊密相連的社群網站中，藉由在不同親疏關係的帳號中有不同程度的展演，上班族使用者得以同時在前／後台中現身，一邊整飾自我形象，一邊解放真實自我。 / Given the function of representing offline social relations, social media platforms, such as Facebook, facilitate users to maintain their online relationships based on different social conditions. According to a report of Eastern Online, some users, for the reasons of privacy and image control, manage their interpersonal relationship with multiple accounts, resulting in the online phenomenon of ‘multiple accounts, multiple relations’. This is especially true when students graduate from schools and start to work. Once becoming job employees, they have to encounter their bosses, colleagues, and other phatic relations, enhancing their desire for manipulating multiple accounts. Therefore, the purpose of this study is to examine Facebook users who have created multiple accounts for social groupings, to explore their tactics against the potential power subjects such as their parents, their bosses, or Facebook itself, and to discover how they formulate their images in different accounts. Eight employee subjects with multiple Facebook accounts were recruited for in-depth interviews. The study found that, although the Facebook policy encourages world-wide users tightly interconnected, users tend to escape from this strategy by using pseudonym, partial and falsified personal data, and block and trace tactics among Facebook friends. On the other hand, users not only use tactics against the strategy made by Facebook, but also against other tactic users such as their parents or elders who are relatively powerless in using Facebook and would like to tactically detect their children’s actions all the times. Such findings have challenged de Certeau’s theory of everyday life practice, since the binary distinction of strategy and tactic is no more warranted. The study also found the uncertainty of interpersonal relationship in Facebook. Thanks to Facebook design, users are allowed to join different friends into different accounts. In other words, they can define who are ‘close friends’ and who are ‘not so close’ online. And this definition may change from time to time. Such self-control provides users with flexibility to rewrite the closeness of their Facebook ‘friends’ in different life periods. Consequently, they rewrite the stable nature of Fei Hsiao-Tung’s sense of ‘relationship’, in which closeness and strangeness would not change easily over time. Finally, with the use of multiple accounts, the study found both front-stage and back-stage selves in Facebook, making image management more complex and increasing the possibility of liberating the true selves.

The brand architecture of an organisation has become increasingly important to global management and marketing professionals, as it deals with structures and designs of brands which are constantly influenced by a changing environment. The market realities and changes brands face continuously impact the reputation of the brand, which is critical to sustain competitive advantage. The primary purpose of the study was to investigate the impact brand reputation has on brand architecture strategies, and an automotive company was chosen as the focus of the research. This research aims to help managers, marketers and brand owners make informative decisions regarding the brand architecture of a company. A quantitative content analysis methodology was used along with a webpage keyword counting application (WebWords). The application was used based on the principles outlined by Corporate Brand and Reputation Analysis (COBRA), which uses a four step progressive filtering process in filtering traditional and consumer generated media. The results from WebWords were then aligned to the brand architecture strategies from the brand relationship spectrum (BRS) to gain insight as to which of the strategies from the BRS were most vulnerable to reputational damage. The study found that the branded house and sub-brand strategies were most vulnerable to reputational damage based on the number reputational hits received. The connection between the master brand and the sub-brands could cause both brands to be affected should any reputational issues arise.

В настоящей работе на основании отечественных и зарубежных исследований раскрыты понятия «имидж», «индивидуальный имидж», «политический имидж», а также особенности и технологии их формирования. Охарактеризовано понятие «международная напряженность», а также общее влияние международной напряженности на имидж политического лидера страны, продемонстрированы возможные причины ее возникновения. Определив теоретико-методологические основания исследования, автор провел анализ специфики формирования имиджа политического лидера в условиях международной напряженности на конкретных примерах – имиджей Ангелы Меркель и Виктора Орбана в условиях европейского миграционного кризиса. Методом экспертного интервью было изучено мнение экспертов об особенностях и технологиях управления имиджем политического лидера в период международной напряженности. Метод контент-анализа СМИ, который также использовался в работе, помог выявить роль СМИ в управлении имиджем политического лидера в условиях международной напряженности, а также специфику работы с ними в контексте данной задачи. По результатам научного исследования была разработана модель управления имиджем политического лидера в условиях международной напряженности, состоящая из следующих элементов: факторы (в том числе специфические - связанные с международной напряженностью), влияющие на имидж политического лидера; эффективные методы, технологии и инструменты управления имиджем политического лидера; коммуникационный аспект в использовании выбранных методов, технологий и инструментов. / This paper, on the basis of domestic and foreign studies, reveals the concepts of "image", "individual image", "political image", as well as features and technologies of their formation. Also in the thesis the concept of "international tension" is characterized, as well as the general impact of international tension on the image of the political leader of the country, the possible causes of its occurrence are demonstrated. Having determined the theoretical and methodological basis of the study, the author analyzed the specifics of the formation of the image of a political leader in the conditions of international tension on specific examples – the images of Angela Merkel and Viktor Orban at the period of European migration crisis. The experts' opinion on the features and technologies of managing the image of a political leader in a period of international tension was studied by the method of expert interview. The method of content analysis of the media, which was also used in the work, helped to identify the role of the media in managing the image of a political leader in conditions of international tension, as well as the specifics of its use in the context of this task. According to the results of research a model to manage the image of the political leader in times of international tension was developed. From the author’s viewpoint, it should consist of the following elements: the factors (including the specific ones, appearing only under conditions of the international tension) that affect the image of the political leader; effective methods, techniques and tools of management of the image of the political leader; the communication aspect of use of the selected methods, techniques and tools.