Faculty of Humanities 9301506x Sarah-Britten@za.yr.com / The New South Africa came into being on February 2, 1990, with State President F.W. de Klerk’s announcement of the sweeping changes that signalled the end of white minority rule. The New South Africa immediately assumed mythical status, functioning as a structuring, legitimating narrative in the face of a history that carried with it the possibility of inter-racial conflagration. Later, another myth emerged, that of the rainbow nation, together with a latter day epic hero in the form of Nelson Mandela. Together with a third, less defined myth of the freedoms promised by the new Constitution of 1996, these constitute a mythology of the New South Africa. Advertising played an important role in the propagation and interrogation of these myths. Campaigns for an assortment of consumer goods and services tracked momentous shifts in society, politics and culture, often with penetrating insight and incisive humour. Three campaigns, for Castle Lager (beer), Vodacom (cellular network) and Castrol (motor oil), and individual advertisements for Nando’s (fast food chicken), Sales House (retail clothing) and South African Airways, are analysed. The material is approached using a hybrid methodology of a structure that draws upon Fairclough’s (1989, 1995) Critical Discourse Analysis, while analysing the texts themselves using an approach most closely allied to the social semiotics of Barthes (1972). Using this approach, it can be seen, for example, how the Castle Lager ‘Friendship’ campaign is perhaps the most sustained articulation of the ideals embodied in the New South Africa and particularly the myth of the rainbow nation. In contrast, an analysis of the Vodacom ‘Yebo Gogo’ campaign reveals that even at its most dominant, the mythology of the New South Africa was being undermined by prototypical myths that would consolidate under the heading of the African renaissance. An overview of all of the campaigns analysed in this thesis point to the existence of three types of approach to advertising the nation, namely, incantatory, novelistic and identificatory. Incantatory advertising reproduces dominant national myths without questioning them; in contrast, novelistic advertising interrogates the assumptions upon which such myths are based even if it ultimately endorses them. Identificatory advertising focuses on ‘typical’ examples of what constitutes South Africanness, without any attached overt ideological agenda. Incantatory advertising tends to emerge at important national anniversaries or international sporting events, while identificatory advertising became more prominent as the mythology of the New South Africa became less immediate. It is likely that advertising will continue to play a significant role in the imagining of the South African nation.

Orientador: Jayro Gonçalves Melo / Resumo: Tem sido lugar comum nas ciências sociais, em sua vertente crítica, dar acentuada ênfase aos aspectos históricos que contextualizam os fenômenos que se constituem em seu objeto de discussão. O materialismo histórico-dialético tem sido de importância capital para esta guinada fabulosa que, sem dúvida, veio a enriquecer as análises de todas as disciplinas sociais. Não obstante este fato incontestável, tem havido omissão em relação à outra categoria fundamental de análise da realidade: o espaço. É desnecessário dizer o quanto essa ênfase historicista tem empobrecido as análises da Geografia, já que esta analisa as contradições sociais do ponto de vista espacial, sendo este outra dimensão a engendrar as relações sociais. É com tais considerações em mente que nos propusemos a abordar tema tão contundente para a compreensão do que ocorre na sociedade brasileira, tornando-a tão desigual em termos sócio-raciais. Nossas análises nos levam a afirmar que o profundo fosso econômicopolítico que aparta os distintos atores sociais brasileiros passa, necessariamente, pela questão de suas diferentes cores, imersas no universo simbólico criado ao longo de nossa formação como nação, um processo forjado ao longo dos séculos e que sempre esteve marcado pela violência da dominação de uma pequena parcela de indivíduos brancos, ditos cristãos e civilizados, que nunca franquearam ao outro, ameríndio ou negro, o direito de enfocar os acontecimentos históricos fora de uma ótica conservadora, elitista e, por isso mesmo, oficial. É notório que nesta sociedade, marcada de modo perene por tais contradições, os distintos atores sociais lidam uns com os outros de acordo com representações sociais que atribuem valores diferenciados às diversas cores, baseados em critérios preconceituosos, racistas, prescritos de cima para baixo na escala social... (Resumo completo clicar acesso eletrônico abaixo) / Abstract: It has been very often, in the Social Sciences, inside their critical view, to heavyly enfazise the historical aspects that context the phenomenon which constitute their analysis object. The historical-dialetical materialism has been of fundamental importance to this fabulous changing that, no doubt, riched the researches of all social disciplines. Although this uncontestable fact, there has been omission related to another fundamental analysis cathegory: the space. It's unnecessary to say how much this historical enphasis has impoverished the Geography's analyses, as this discipline focus the social contradictions under a spacial point of view, being the space another dimension that engenders the social relations. With such considerations in the offing, we propose to board a theme so contusing for the comprehension of what occurs inside the brasilian society, becoming it so unequal in social and racial terms. Our analyses lead us to say that the deep ditch economical and political that separate the distinct brasilian social actors passes, necessaryly, by the question of their different colors, immersed in the symbolic universe created during our formation as a nation, a process forged during the centuries and that has ever been marked by the violence of a small white population parcel's domination, self-called christians and civilized, that has never franked to the other, indian or negro, the right of observing the historical happenings out of a conservative, elitist and, so, official point of view... (Complete abstract, click electronic address below) / Mestre

A espécie canina foi descrita como a espécie mais polimórfica do planeta, apresentando vasta heterogeneidade interracial, mas perceptível homogeneidade intrarracial. Em considerando tal informação, a necessidade de pesquisas para constatar tais divergências, principalmente no que se diz respeito ao intervalo de referência de exames laboratoriais, vem se expandindo de maneira exponencial, com intuito de afastar qualquer interpretação equivocada e complementar no diagnóstico clínico. Portanto, a hipótese foi que de cães da raça Dachshund apresentam parâmetros hematológicos e bioquímicos diversos daqueles referenciados, na literatura, para a espécie canina. Assim, o objetivo foi determinar os parâmetros hematológicos e bioquímicos de cães adultos e sadios da raça Dachshund e compará-los aos já existentes (valores de referência) na literatura para a espécie em questão. Avaliaram-se 69 animais adultos e sadios da raça Dachshund, referentes a 23 parâmetros laboratoriais, quais sejam: contagem total de hemácias (He), hemoglobina (Hb), hematócrito (Ht), volume corpuscular médio (VCM), concentração de hemoglobina corpuscular média (CHCM), hemoglobina corpuscular média (HCM), contagem total de leucócitos, neutrófilos totais, metamielócitos, bastonetes, segmentados, linfócitos típicos, linfócitos atípicos, monócitos, eosinófilos, basófilos, plaquetas, proteína total, albumina, alanina aminotransferase (ALT), fosfatase alcalina (FA), ureia e cretinina. Após análise estatística, concluiu-se que os analitos hematócrito, hemoglobina e albumina apresentaram valores maiores quando comparados com os intervalos de referência já existentes, corroborando, assim, a heterogeneidade interracial existente e a necessidade do conhecimento de tais diferenças na rotina clínica. / The canine species was described as the most polymorphic species on the planet, presenting vast inter-racial heterogeneity, but noticeable intrarracial homogeneity. Taking this information into account, the need for research to verify such divergences, especially regarding the reference interval of laboratory exams, has been expanding exponentially, in order to avoid any misinterpretation and complementary interpretation in the clinical diagnosis. Therefore, the hypothesis was that of Dachshund dogs have hematological and biochemical parameters different from those referenced in the literature for the canine species. Thus, the objective was to finish the hematological and biochemical parameters of adult and healthy dogs of the Dachshund breed and to compare them with the existing ones (reference values) in the literature for the species in question. A total of 69 healthy adult Dachshund animals were evaluated objectifying 23 laboratory parameters: red blood cell count (Hb), hemoglobin (Hb), hematocrit (Ht), mean corpuscular volume (MCV), corpuscular hemoglobin concentration (total cholesterol), total neutrophils, metamielocytes, segmented rods, typical lymphocytes, atypical lymphocytes, monocytes, eosinophils, basophils, platelets, total protein, albumin, alanine aminotransferase (ALT), total corpuscular hemoglobin (HCMM) , alkaline phosphatase (FA), urea and creatinine. After statistical analysis, it was concluded that hematocrit, hemoglobin and albumin analytes presented higher values when purchased with the existing reference intervals, thus corroborating the interracial heterogeneity and the need for knowledge of such differences in clinical routine.

Made available in DSpace on 2014-06-11T19:24:11Z (GMT). No. of bitstreams: 0 Previous issue date: 2004Bitstream added on 2014-06-13T19:10:30Z : No. of bitstreams: 1 conceicao_mvp_me_prud.pdf: 795210 bytes, checksum: 86987785bfb9dec23869e1a9bf4ab404 (MD5) / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES) / Tem sido lugar comum nas ciências sociais, em sua vertente crítica, dar acentuada ênfase aos aspectos históricos que contextualizam os fenômenos que se constituem em seu objeto de discussão. O materialismo histórico-dialético tem sido de importância capital para esta guinada fabulosa que, sem dúvida, veio a enriquecer as análises de todas as disciplinas sociais. Não obstante este fato incontestável, tem havido omissão em relação à outra categoria fundamental de análise da realidade: o espaço. É desnecessário dizer o quanto essa ênfase historicista tem empobrecido as análises da Geografia, já que esta analisa as contradições sociais do ponto de vista espacial, sendo este outra dimensão a engendrar as relações sociais. É com tais considerações em mente que nos propusemos a abordar tema tão contundente para a compreensão do que ocorre na sociedade brasileira, tornando-a tão desigual em termos sócio-raciais. Nossas análises nos levam a afirmar que o profundo fosso econômicopolítico que aparta os distintos atores sociais brasileiros passa, necessariamente, pela questão de suas diferentes cores, imersas no universo simbólico criado ao longo de nossa formação como nação, um processo forjado ao longo dos séculos e que sempre esteve marcado pela violência da dominação de uma pequena parcela de indivíduos brancos, ditos cristãos e civilizados, que nunca franquearam ao outro, ameríndio ou negro, o direito de enfocar os acontecimentos históricos fora de uma ótica conservadora, elitista e, por isso mesmo, oficial. É notório que nesta sociedade, marcada de modo perene por tais contradições, os distintos atores sociais lidam uns com os outros de acordo com representações sociais que atribuem valores diferenciados às diversas cores, baseados em critérios preconceituosos, racistas, prescritos de cima para baixo na escala social... / It has been very often, in the Social Sciences, inside their critical view, to heavyly enfazise the historical aspects that context the phenomenon which constitute their analysis object. The historical-dialetical materialism has been of fundamental importance to this fabulous changing that, no doubt, riched the researches of all social disciplines. Although this uncontestable fact, there has been omission related to another fundamental analysis cathegory: the space. It´s unnecessary to say how much this historical enphasis has impoverished the Geography`s analyses, as this discipline focus the social contradictions under a spacial point of view, being the space another dimension that engenders the social relations. With such considerations in the offing, we propose to board a theme so contusing for the comprehension of what occurs inside the brasilian society, becoming it so unequal in social and racial terms. Our analyses lead us to say that the deep ditch economical and political that separate the distinct brasilian social actors passes, necessaryly, by the question of their different colors, immersed in the symbolic universe created during our formation as a nation, a process forged during the centuries and that has ever been marked by the violence of a small white population parcel´s domination, self-called christians and civilized, that has never franked to the other, indian or negro, the right of observing the historical happenings out of a conservative, elitist and, so, official point of view... (Complete abstract, click electronic address below)

A espécie canina foi descrita como a espécie mais polimórfica do planeta, apresentando vasta heterogeneidade interracial, mas perceptível homogeneidade intrarracial. Em considerando tal informação, a necessidade de pesquisas para constatar tais divergências, principalmente no que se diz respeito ao intervalo de referência de exames laboratoriais, vem se expandindo de maneira exponencial, com intuito de afastar qualquer interpretação equivocada e complementar no diagnóstico clínico. Portanto, a hipótese foi que de cães da raça Dachshund apresentam parâmetros hematológicos e bioquímicos diversos daqueles referenciados, na literatura, para a espécie canina. Assim, o objetivo foi determinar os parâmetros hematológicos e bioquímicos de cães adultos e sadios da raça Dachshund e compará-los aos já existentes (valores de referência) na literatura para a espécie em questão. Avaliaram-se 69 animais adultos e sadios da raça Dachshund, referentes a 23 parâmetros laboratoriais, quais sejam: contagem total de hemácias (He), hemoglobina (Hb), hematócrito (Ht), volume corpuscular médio (VCM), concentração de hemoglobina corpuscular média (CHCM), hemoglobina corpuscular média (HCM), contagem total de leucócitos, neutrófilos totais, metamielócitos, bastonetes, segmentados, linfócitos típicos, linfócitos atípicos, monócitos, eosinófilos, basófilos, plaquetas, proteína total, albumina, alanina aminotransferase (ALT), fosfatase alcalina (FA), ureia e cretinina. Após análise estatística, concluiu-se que os analitos hematócrito, hemoglobina e albumina apresentaram valores maiores quando comparados com os intervalos de referência já existentes, corroborando, assim, a heterogeneidade interracial existente e a necessidade do conhecimento de tais diferenças na rotina clínica. / The canine species was described as the most polymorphic species on the planet, presenting vast inter-racial heterogeneity, but noticeable intrarracial homogeneity. Taking this information into account, the need for research to verify such divergences, especially regarding the reference interval of laboratory exams, has been expanding exponentially, in order to avoid any misinterpretation and complementary interpretation in the clinical diagnosis. Therefore, the hypothesis was that of Dachshund dogs have hematological and biochemical parameters different from those referenced in the literature for the canine species. Thus, the objective was to finish the hematological and biochemical parameters of adult and healthy dogs of the Dachshund breed and to compare them with the existing ones (reference values) in the literature for the species in question. A total of 69 healthy adult Dachshund animals were evaluated objectifying 23 laboratory parameters: red blood cell count (Hb), hemoglobin (Hb), hematocrit (Ht), mean corpuscular volume (MCV), corpuscular hemoglobin concentration (total cholesterol), total neutrophils, metamielocytes, segmented rods, typical lymphocytes, atypical lymphocytes, monocytes, eosinophils, basophils, platelets, total protein, albumin, alanine aminotransferase (ALT), total corpuscular hemoglobin (HCMM) , alkaline phosphatase (FA), urea and creatinine. After statistical analysis, it was concluded that hematocrit, hemoglobin and albumin analytes presented higher values when purchased with the existing reference intervals, thus corroborating the interracial heterogeneity and the need for knowledge of such differences in clinical routine.

Amidst growing concerns due to a rise in incidents of inter racial conflict between African Caribbean and South Asian young men; this thesis draws on the concept of identity formation as an instigating factor in terms of why young people may get embroiled in conflict with other cultural groups. Drawing on semi structured questionnaires with professionals and community workers, an ethnographic study with young people involved in or party to the incidents and a few in depth focus groups it explores the historical issues associated with the conflict, the development of identity and how and why this may be different for those from Black and Minority Ethnic (BME) groups and how it can then materialise into conflict when threatened. It aims to contribute to practice, knowledge and understanding of inter racial conflict and how the creation of positive identities can reduce these incidents. It also seeks to identify approaches and interventions most likely to be effective in addressing this which include working with parents, carers and the wider community who may carry some of the historical issues that allow the conflict to exist. Findings point to identity formation being complex and multifaceted, which can be affected through personal and social experiences: many of these being different for young people from BME communities. Identity is fragile and can be shaped and changed through these experiences which can be compounded by interrelated needs and anxious backgrounds which can then manifest into behaviour that targets those that they may feel threatened by. This study cites the importance of cultural specific responses and interventions which are holistic, informal and flexible to meet the distinct needs of not only young people but those that are influential in their lives. In addition it highlights the importance of work associated with identity formation and the creation of positive identities as a precursor to reducing conflict situations.

This study explores the notion of racial empathy and whether or not the nonadopted white siblings in transracially adoptive families develop the ability to empathize within the context of race. Specifically, I look at the following three questions: Do white siblings who have black adopted siblings develop racial empathy – the ability for one to personally identify with racially sensitive issues that affect persons of a separate racial category – toward blacks outside of their family by virtue of their interactions with the adoptee? What are the different dimensions of racial empathy? How is racial empathy displayed at each dimension? Participants are interviewed in-depth about their experiences being reared with black siblings. Ten out of 15 participants developed racial empathy in at least one dimension by virtue of having black adopted siblings. This is a limited sample (e.g. gender, class, religious affiliation) and the findings cannot be extrapolated; however, these findings suggest that further research needs to be conducted on racial empathy, as well as the nonadopted white siblings.

The study examines how Aboriginal workers and workers of colour experience union solidarity and explores the necessary conditions for the remaking of solidarity and the renewal of the labour movement. Grounded in anti-colonial discursive framework, the study analyzes the cultures and practices of labour solidarity through the lived experiences of Aboriginal activist and activists of colour within the Canadian labour movement. Utilizing the research methodologies of participatory action research, arts-informed research and critical autobiography, the research draws on the richness of the participants’ collective experiences and visual images co-created during the inquiry. The study also relies on the researcher’s self-narrative as a long time labour activist as a key part of the embodied knowledge production and sense making of a movement that is under enormous challenges and internal competing tension exacerbated by the neoliberal agenda. The findings reveal sense of profound gap between what participants experience as daily practices of solidarity and what they envisioned. Through the research process, the study explores and demonstrates the importance and potential of a more holistic and integrative critical education approach on anti-racism and decolonization. The study proposes a pedagogical framework on solidarity building with four interlinking components – rediscovering, restoring, reimagining and reclaiming – as a way to make whole for many Aboriginal activists and activists of colour within the labour movement. The pedagogy of solidarity offers a transformative process for activists to build solidarity across constituencies in the pursuit of labour renewal and social justice movement building.

The study examines how Aboriginal workers and workers of colour experience union solidarity and explores the necessary conditions for the remaking of solidarity and the renewal of the labour movement. Grounded in anti-colonial discursive framework, the study analyzes the cultures and practices of labour solidarity through the lived experiences of Aboriginal activist and activists of colour within the Canadian labour movement. Utilizing the research methodologies of participatory action research, arts-informed research and critical autobiography, the research draws on the richness of the participants’ collective experiences and visual images co-created during the inquiry. The study also relies on the researcher’s self-narrative as a long time labour activist as a key part of the embodied knowledge production and sense making of a movement that is under enormous challenges and internal competing tension exacerbated by the neoliberal agenda. The findings reveal sense of profound gap between what participants experience as daily practices of solidarity and what they envisioned. Through the research process, the study explores and demonstrates the importance and potential of a more holistic and integrative critical education approach on anti-racism and decolonization. The study proposes a pedagogical framework on solidarity building with four interlinking components – rediscovering, restoring, reimagining and reclaiming – as a way to make whole for many Aboriginal activists and activists of colour within the labour movement. The pedagogy of solidarity offers a transformative process for activists to build solidarity across constituencies in the pursuit of labour renewal and social justice movement building.