Le biomimétisme est une approche de design grandissante et perçue comme prometteuse en termes d’innovation et de résolution de problèmes. Elle est considérée comme une stratégie de développement possédant un vaste potentiel en respect des perspectives de durabilité. Des études récentes démontrent cependant une situation contradictoire. La pratique biomimétique est qualifiée comme technocentriste et bio-exclusive. Cette situation est symptomatique d’une discontinuité entre les programmes de la durabilité et de la biomimétique. Le déploiement de la typologie de Nigel Cross comme outil conceptuel permet d’analyser le contexte méthodologique du biomimétisme d’une manière révélatrice : l’étude biologique du design nécessite d’être formalisée sous la bannière du biomimétisme. Pour y parvenir, un examen de littérature sur l’application du cadre darwinien, génétique et des méthodes de classification sur la culture matérielle est réalisé. Cet examen méthodologique permet d’introduire les mécanismes d’évolution à la théorie du design comme les mécanismes de conception de l’objet de design, soit comme un modèle ontogénique cohérent et formalisé. L’examen procède aussi à l’analyse de l’usage des méthodes de classification du règne artificiel et permet de formuler un modèle ontologique des objets de design. Ensemble ces modèles ontogéniques et ontologiques constituent un modèle descriptif complémentaire de microévolution et de macroévolution. Finalement le besoin d’un modèle de durabilité est abordé. Basé sur les modèles descriptifs précédents, le principe biologique d’adaptation est proposé comme modèle de durabilité à caractère évolutionniste pour la pratique biomimétique. / Biomimicry is a growing design approach perceived as promising in terms of innovation and problem solving. It is considered a development strategy possessing a vast potential regarding durability prospects. Nevertheless, recent studies report a contradictory situation. Biomimicry is described as techno centrist and bio-exclusive. This situation is symptomatic of a discontinuity between the biomimicry and the durability programs. The implementation of Nigel Cross’s typology as a conceptual device enables us to analyze the methodological context of biomimicry in an insightful manner: the biological study of design remains to be formalized under the biomimicry umbrella. To achieve this, a literature review examining the application of the Darwinian and genetics framework, as well as the classification methods upon our material culture is carried out. This review allows us to introduce the known evolutionary mechanisms to design theory as the development mechanisms of the designed object. This constitutes a cohesive and formalized ontogeny model. The review proceeds to analyze the applications of classification methods on the artificial realm which allows to formulate an ontological model on the designed object. Together these models form a complementary descriptive model of micro and macroevolution. Finally, the need for a model of sustainability is addressed. Based upon the aforementioned descriptive models, the biological principle of adaptation is presented as an evolutionary model of sustainability for biomimetic design practice.

Selon la théorie de la double hérédité, les processus de transmission sociale des connaissances permettraient aux cultures humaines d'évoluer de manière darwinienne. On parvient à cette conclusion en inférant que, étant donné qu'une analogie profonde peut être établie entre les mécanismes de transmission génétique et ceux de transmission sociale, on devrait non seulement concevoir que les processus cognitifs d'apprentissage social constituent bel et bien un système d'hérédité distinct du système d'hérédité génétique, mais qu’il est aussi légitime, sur la base de cette même analogie, de transférer les concepts explicatifs et outils formels issus de la biologie évolutionnaire et de les adapter à l'étude des cultures humaines en vue de constituer une théorie darwinienne de l'évolution culturelle. Cette analogie de l’hérédité culturelle fait depuis longtemps l'objet de controverses tant au sein de la littérature scientifique que dans les discussions philosophiques. On ne semble pas s'entendre sur la nature même de cette analogie ni non plus sur la force de justification épistémique qu'une telle analogie donnerait à la mise en place d'une théorie darwinienne de l'évolution culturelle. Néanmoins, à travers plus de quarante années de débats, la structure de cette analogie n'a jamais été examinée en détail et on a rarement examiné l'épistémologie des inférences par analogie dans un tel contexte. L'objectif principal de la présente thèse consistera à offrir une première analyse systématique de la nature, de la structure, de la fonction et de la justification épistémique de l'analogie de l'hérédité culturelle, fondement conceptuel de la théorie de la double hérédité. En portant ici une attention particulière à la structure logique de cette analogie, on pourra constater l'ampleur de sa complexité, complexité passant souvent inaperçue dans les critiques de la théorie de la double hérédité. On défendra ici la thèse selon laquelle l'analogie de l'hérédité culturelle est en fait composée de deux analogies constitutives qui, conjointement, ouvrent la voie à la mise en place et à l’organisation d’un programme de recherche visant à mettre au point une théorie darwinienne de l’évolution culturelle. / According to the dual-inheritance theory, processes of social transmission of ideas should allow human cultures to evolve in a Darwinian fashion. This conclusion is obtained by an explanatory inference according to which a profound analogy can be established between the cognitive processes of social learning and those of genetic transmission mechanisms. Not only should we understand social learning as a genuine cultural inheritance system, distinct although complementary to the genetic inheritance system, but, on the basis of the very same analogy, it would also be legitimate to transfer and adapt the theoretical concepts, explanatory formats and formal tools of evolutionary biology to the study of cultural dynamics so as to constitute a Darwinian theory of cultural evolution. The cultural inheritance analogy has been controversial since it was first suggested. A lack of consensus amongst scientists and philosophers about the proper meaning and epistemic reach of such an analogy has impeded the acceptance that human cultures might evolve. Nonetheless, through the forty years of controversy, the structure of the cultural inheritance analogy has never been systematically scrutinized and its relevance as an epistemic foundation for theory construction seldom examined. The main objective of this dissertation is to offer a first systematic analysis of the nature, structure, function and epistemic reach of the cultural inheritance analogy as the conceptual foundation of the dual-inheritance theory. By insisting on its logical structure, it is argued here that it is a complex analogy, the complexity of which is often misunderstood by the criticisms levelled against the dual-inheritance theory. It is argued here that the cultural inheritance analogy is in fact composed of two constitutive analogies that conjointly justify and organize a Darwinian research program of cultural evolution.

The purpose of this study was to discover whether the phrase "men are from Mars, women are from Venus,” from John Gray’s book, had become a meme and to explore what its usage implied. Analysis of 510 references was guided by grounded theory. Coding over a decade of newspaper usage of the phrase into seven emergent themes allowed examination of usage against the theories of gender research, communication research, media research and meme theory research. This analysis revealed that this phrase meets the requirements to be considered a meme, and as a meme it has successfully assisted the survival, evolution and permeance of Gray’s premise that communication differences are inherent and immutable. While this premise is not based on established clinical and academic principles, it is an example of how incorrect and baseless ideas can displace good reasoned thinking based on research.

Selon la théorie de la double hérédité, les processus de transmission sociale des connaissances permettraient aux cultures humaines d'évoluer de manière darwinienne. On parvient à cette conclusion en inférant que, étant donné qu'une analogie profonde peut être établie entre les mécanismes de transmission génétique et ceux de transmission sociale, on devrait non seulement concevoir que les processus cognitifs d'apprentissage social constituent bel et bien un système d'hérédité distinct du système d'hérédité génétique, mais qu’il est aussi légitime, sur la base de cette même analogie, de transférer les concepts explicatifs et outils formels issus de la biologie évolutionnaire et de les adapter à l'étude des cultures humaines en vue de constituer une théorie darwinienne de l'évolution culturelle. Cette analogie de l’hérédité culturelle fait depuis longtemps l'objet de controverses tant au sein de la littérature scientifique que dans les discussions philosophiques. On ne semble pas s'entendre sur la nature même de cette analogie ni non plus sur la force de justification épistémique qu'une telle analogie donnerait à la mise en place d'une théorie darwinienne de l'évolution culturelle. Néanmoins, à travers plus de quarante années de débats, la structure de cette analogie n'a jamais été examinée en détail et on a rarement examiné l'épistémologie des inférences par analogie dans un tel contexte. L'objectif principal de la présente thèse consistera à offrir une première analyse systématique de la nature, de la structure, de la fonction et de la justification épistémique de l'analogie de l'hérédité culturelle, fondement conceptuel de la théorie de la double hérédité. En portant ici une attention particulière à la structure logique de cette analogie, on pourra constater l'ampleur de sa complexité, complexité passant souvent inaperçue dans les critiques de la théorie de la double hérédité. On défendra ici la thèse selon laquelle l'analogie de l'hérédité culturelle est en fait composée de deux analogies constitutives qui, conjointement, ouvrent la voie à la mise en place et à l’organisation d’un programme de recherche visant à mettre au point une théorie darwinienne de l’évolution culturelle. / According to the dual-inheritance theory, processes of social transmission of ideas should allow human cultures to evolve in a Darwinian fashion. This conclusion is obtained by an explanatory inference according to which a profound analogy can be established between the cognitive processes of social learning and those of genetic transmission mechanisms. Not only should we understand social learning as a genuine cultural inheritance system, distinct although complementary to the genetic inheritance system, but, on the basis of the very same analogy, it would also be legitimate to transfer and adapt the theoretical concepts, explanatory formats and formal tools of evolutionary biology to the study of cultural dynamics so as to constitute a Darwinian theory of cultural evolution. The cultural inheritance analogy has been controversial since it was first suggested. A lack of consensus amongst scientists and philosophers about the proper meaning and epistemic reach of such an analogy has impeded the acceptance that human cultures might evolve. Nonetheless, through the forty years of controversy, the structure of the cultural inheritance analogy has never been systematically scrutinized and its relevance as an epistemic foundation for theory construction seldom examined. The main objective of this dissertation is to offer a first systematic analysis of the nature, structure, function and epistemic reach of the cultural inheritance analogy as the conceptual foundation of the dual-inheritance theory. By insisting on its logical structure, it is argued here that it is a complex analogy, the complexity of which is often misunderstood by the criticisms levelled against the dual-inheritance theory. It is argued here that the cultural inheritance analogy is in fact composed of two constitutive analogies that conjointly justify and organize a Darwinian research program of cultural evolution.

Submitted by Rosaria Trindade (rosapt01@gmail.com) on 2018-07-19T00:23:49Z No. of bitstreams: 1 TESE Rosaria Trindade DMMDC UFBA.pdf: 6163043 bytes, checksum: 7d9ba3512ed06805504e63393d35adb7 (MD5) / Approved for entry into archive by Ana Miria Moreira (anamiriamoreira@hotmail.com) on 2018-07-19T17:14:53Z (GMT) No. of bitstreams: 1 TESE Rosaria Trindade DMMDC UFBA.pdf: 6163043 bytes, checksum: 7d9ba3512ed06805504e63393d35adb7 (MD5) / Made available in DSpace on 2018-07-19T17:14:53Z (GMT). No. of bitstreams: 1 TESE Rosaria Trindade DMMDC UFBA.pdf: 6163043 bytes, checksum: 7d9ba3512ed06805504e63393d35adb7 (MD5) / Capes / No Brasil, o princípio da gestão democrática é assegurado na legislação, nas esferas federais, estaduais e municipais, como por exemplo na Constituição Federal de 1988, na Lei de Diretrizes e Bases da Educação Nacional de 1996, além dos planos educacionais. Tal princípio passa a ser replicado e ratificado na legislação federal de estados e municípios brasileiros. Durante cerca de três décadas, o princípio da gestão democrática vem sendo replicado em leis, diretrizes e documentos da educação brasileira. Neste contexto, a pergunta norteadora desta investigação é: A legislação e documentos educacionais brasileiros garantem a difusão do princípio da gestão democrática na escola? Esta questão problema encaminhou este estudo para seus objetivos. O objetivo principal busca: analisar a difusão do princípio da gestão democrática em escolas públicas municipais de Feira de Santana. E, através de três objetivos específicos, procura: discutir os mecanismos e/ou instrumentos de difusão, fomento e acompanhamento da gestão democrática nas escolas públicas municipais de Feira de Santana; analisar o alinhamento e desdobramentos da temática gestão democrática nessas escolas públicas municipais, a partir da legislação e documentos oficiais da educação; bem como compreender os sentidos atribuídos à gestão democrática pelos diversos segmentos envolvidos no processo educacional das escolas públicas municipais de Feira de Santana. Este estudo fundamenta-se nos temas: Gestão Democrática e Participação, Difusão, Memética, além da legislação educacional e diretrizes nacionais brasileiras. Para alcançar os objetivos propostos, optou-se por uma metodologia que privilegiasse ouvir os sujeitos e explorar documentos e leis. Seguindo esta dinâmica, foi realizada uma pesquisa de abordagem qualitativa, por entender que esta pode contribuir para uma maior aproximação entre o pesquisador, os sujeitos e o objeto de investigação, seu contexto e sua complexidade. Os resultados alcançados revelaram que, o princípio da gestão democrática é bem difundido entre documentos e legislação educacional dos sistemas, porém há lacunas e dissipação das informações nos documentos no âmbito das escolas. No que se refere à difusão entre documento - pessoas e pessoas- pessoas, a dissipação é mais acentuadas. Segmentos como alunos e funcionários desconhecem a legislação educacional e são, também, os que menos participam da tomada de decisões na escola. / ABSTRACT In Brazil, the principle of democratic management is ensured in legislation at the federal, state and municipal levels, such as the Federal Constitution of 1988, the Law on the Guidelines and Bases of National Education of 1996, and educational plans. This principle is now replicated and ratified in the federal legislation of Brazilian states and municipalities. For about three decades, the principle of democratic management has been replicated in laws, directives and documents of Brazilian education. In this context, the guiding question of this research is: Do Brazilian legislation and educational documents guarantee the diffusion of the principle of democratic management in school? This issue has guided this study to its objectives. The main objective is to analyze the diffusion of the principle of democratic management in municipal public schools in Feira de Santana. And, through three specific objectives, it seeks: to discuss the mechanisms and / or instruments for the diffusion, promotion and monitoring of democratic management in the municipal public schools of Feira de Santana; to analyze the alignment and unfolding of the democratic management theme in these municipal public schools, from the legislation and official education documents; as well as to understand the meanings attributed to democratic management by the various segments involved in the educational process of the municipal public schools of Feira de Santana. This study is based on the themes: Democratic Management and Participation, Diffusion, Memetics, besides the educational legislation and national Brazilian guidelines. To reach the proposed objectives, a methodology was chosen that privileged to listen to the subjects and to explore documents and laws. Following this dynamic, a qualitative research was carried out, since it could contribute to a closer approximation between the researcher, the subjects and the research object, its context and its complexity. The results revealed that the principle of democratic management is well disseminated among educational documents and systems legislation, but there are gaps and dissipation of information in the documents within the schools. As far as the diffusion between document - people and people - people, the dissipation is more accentuated. Segments such as students and staff are unaware of educational legislation and are also the least involved in decision making in school. / RESUMEN En Brasil, el principio de la gestión democrática en la legislación se asegura en las esferas federal, estatal y municipal a través de la Constitución Federal de 1988, la Ley de Directrices y Bases de la Educación Nacional de 1996, además de los planes educativos. Este principio se replica y ratifica en la legislación federal de estados y municipios brasileños. Durante casi tres décadas, el principio de la gestión democrática viene siendo replicado en leyes, directrices y documentos de la educación brasileña. En este contexto, la pregunta orientadora de esta investigación es: ¿La legislación y documentos educativos brasileños garantizan la difusión del principio de la gestión democrática en la escuela? Esta cuestión problema encaminó el estudio en sus objetivos. El objetivo principal busca: analizar la difusión del principio de la gestión democrática en escuelas públicas municipales de Feira de Santana. A través de tres objetivos específicos, busca: discutir los mecanismos y / o instrumentos de difusión, fomento y seguimiento de la gestión democrática en las escuelas públicas municipales de Feira de Santana; analizar la alineación y desdoblamientos de la temática gestión democrática en esas escuelas públicas municipales, a partir de la legislación y documentos oficiales de la educación; así como comprender los sentidos atribuidos a la gestión democrática por los diversos segmentos involucrados en el proceso educativo de las escuelas públicas municipales de Feira de Santana. Este estudio se fundamenta en los temas: Gestión Democrática y Participación, Difusión, Memética, además de la legislación educativa y directrices nacionales brasileñas. Para alcanzar los objetivos propuestos, se optó por una metodología que privilegia la voz de los sujetos y la búsqueda y análisis de documentos y leyes. Siguiendo esta dinámica, se realizó una investigación de abordaje cualitativo, por entender que ésta contribuye a lograr una mayor aproximación entre el investigador, los sujetos y el objeto de investigación, su contexto y su complejidad. Los resultados alcanzados revelaron que el principio de la gestión democrática es bien difundido en los documentos de legislación educativa de los sistemas, pero hay lagunas y disipación de la información en los documentos en el ámbito de las escuelas. En lo que se refiere a la difusión entre documento - personas y personas - personas, la dispersión de la información se acentúa más. Alumnos y empleados desconocen la legislación educativa y son también, los que menos participan en la toma de decisiones en la escuela.

Investigou-se pelo presente estudo se a concepção presente na Teoria de Replicadores, expressa através do conceito de meme (DAWKINS, 1979), poderia ser um modelo compatível para explicar a propagação de memes no substrato das mídias sociais. No âmbito dos estudos locais, Recuero (2006) sugeriu uma transdução desse modelo, baseando-se nas concepções de Dawkins (1979). Refletindo sobre o posicionamento epistemológico de Recuero (2006), o presente trabalho, baseando-se em Dennett (1995), Blackmore (2002) e Tyler (2011b; 2013b), procedeu às instâncias de Análise Conceitual e Composicional dessa transdução. A partir do conceito de memeplexo (BLACKMORE, 2002), esta pesquisa de base linguística (HALLIDAY, 1987) entende os memes, no substrato das mídias digitais/sociais, como práticas de produção e distribuição linguístico-midiáticas, propaladas a partir de diversas unidades de propagação e das relações criadas pelos internautas nesse processo de transmissão. Investigando tais relações, a partir da instância de Análise Relacional, propõe-se examinar duas unidades de propagação. Expressões meméticas (Que deselegante e #Tenso) e imagens meméticas (oriundas do fenômeno memético Nana em desastres). Integram este estudo dois corpora de expressões meméticas (5275 postagens oriundas ou redirecionadas para o Twitter.com total de 83.655 palavras/tokens) e um corpus bilíngue (Português/Inglês) de imagens meméticas (um total de 134 imagens oriundas do Tumblr.com e Facebook.com). Para analisar os corpora de expressões meméticas utilizou-se a metodologia de Linguística de Corpus (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). Para a análise do corpus multimodal de imagens meméticas, utilizou-se a metodologia que chamamos de Análise Propagatória. Objetivamos verificar se essas unidades de propagação e as práticas linguístico-midiáticas que estas transmitem, evoluiriam somente devido a aspectos memético-midiáticos, conforme Recuero (2006) apontara, e com padrão de propagação internalista (DAWKINS, 1979; 1982). Após análise dos dados, revelou-se que, ao nível do propósito, os fenômenos locais investigados não evoluíram por padrão internalista (ou homogêneo) de propagação. Tais padrões revelam ser de natureza externalista (ou heterogênea). Ademais, constatou-se que princípios constitutivos meméticos de evolução como os de fecundidade, longevidade (DAWKINS 1979; 1982) e o de design (DENNETT, 1995), junto com o princípio midiático de evolução de alcance (RECUERO, 2006) mantiveram-se presentes com alto grau de influencia nas propagações de natureza externalista. Por outro lado, o princípio memético da fidelidade (DAWKINS, 1979; 1982) foi o que menos influenciou esses padrões de propagação. Neutralizando a fidelidade, e impulsionados pelo princípio de design, destacaram-se nesse processo evolutivo os princípios linguísticos sistematizadores revelados por este estudo. Isto é: o princípio da funcionalidade (memes evoluem porque podem indicar propósitos diferentes) e o princípio do alcance linguístico (memes podem ser direcionados a itens animados/ inanimados; para internautas em idioma nativo/ estrangeiro) / This study investigated whether the conception present in the Replicators Theory, expressed through the concept of meme (DAWKINS, 1979), could be a compatible model to be transducted and feasible to explain the propagation of memes in the substratum of social media. In the scope of local studies, Recuero (2006) suggested a model for such transduction. Reflecting on Recueros epistemological positioning, the present Linguistics-oriented research (HALLIDAY, 1987) examined the authors (2006) transduction through two investigative steps: Conceptual and Compositional Analysis, respectively. Those two investigative steps followed the conceptions presented by Dennett (1995), Blackmore (2002), and Tyler (2011b; 2013b). By departing from the concept of memeplex (BLACKMORE, 2002), this work understands memes, in the substratum of digital/social media, as practices of production and distribution through language and media. Moving to a third investigative step Relational Analysis this study investigated the relations and connexions created by internet users whilst they spread memetic phenomena through several unities of propagation, i.e.: the local phenomenas memetic expressions (from #Tenso and Que deselegante), and the memetic images (from Nana em desastres). This research used two corpora of memetic expressions (5275 posts coming from or forwarded to Twitter.com 83,655 tokens), and one bilingual corpus (Portuguese/English) of memetic images (a total of 134 images coming from Tumblr.com and Facebook.com). To analyse the corpora of memetic expressions this investigation used the methodology of Corpus Linguistics (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). To examine the multimodal corpus of memetic images this study suggested a methodology called Propagatory Analysis. The aim of this research was to investigate if those units of propagation and the linguistic/media practices they transmit, evolved only via memetic/media aspects, and presenting an internalist pattern of propagation (DAWKINS, 1979; 1982), as Recuero (2006) argued. The findings of the present study suggested that, at the purpose level, the local phenomena investigated didnt evolve through an internalist (or homogeneous) pattern of propagation. Those patterns were of externalist (heterogeneous) nature. Furthermore, the memetic constitutive principles of evolution such as fecundity, longevity (DAWKINS, 1979; 1982), along with the media constitutive principle of reach (RECUERO, 2006) have been highly influential over propagations of externalist pattern. Conversely, the memetic constitutive principle of fidelity (DAWKINS, 1979; 1982) was the least influential in such externalist patterns of propagation. Fidelity was undermined by two linguistic constitutive principles that emerged, empowered by the principle of design (DENNETT, 1995). Firstly, appeared the linguistic constitutive principle of functionality (memes evolve because they can express different purposes), followed by the principle of linguistic reach (memes can address animate/inanimate items; and Internet users in their native or foreign languages)

Investigou-se pelo presente estudo se a concepção presente na Teoria de Replicadores, expressa através do conceito de meme (DAWKINS, 1979), poderia ser um modelo compatível para explicar a propagação de memes no substrato das mídias sociais. No âmbito dos estudos locais, Recuero (2006) sugeriu uma transdução desse modelo, baseando-se nas concepções de Dawkins (1979). Refletindo sobre o posicionamento epistemológico de Recuero (2006), o presente trabalho, baseando-se em Dennett (1995), Blackmore (2002) e Tyler (2011b; 2013b), procedeu às instâncias de Análise Conceitual e Composicional dessa transdução. A partir do conceito de memeplexo (BLACKMORE, 2002), esta pesquisa de base linguística (HALLIDAY, 1987) entende os memes, no substrato das mídias digitais/sociais, como práticas de produção e distribuição linguístico-midiáticas, propaladas a partir de diversas unidades de propagação e das relações criadas pelos internautas nesse processo de transmissão. Investigando tais relações, a partir da instância de Análise Relacional, propõe-se examinar duas unidades de propagação. Expressões meméticas (Que deselegante e #Tenso) e imagens meméticas (oriundas do fenômeno memético Nana em desastres). Integram este estudo dois corpora de expressões meméticas (5275 postagens oriundas ou redirecionadas para o Twitter.com total de 83.655 palavras/tokens) e um corpus bilíngue (Português/Inglês) de imagens meméticas (um total de 134 imagens oriundas do Tumblr.com e Facebook.com). Para analisar os corpora de expressões meméticas utilizou-se a metodologia de Linguística de Corpus (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). Para a análise do corpus multimodal de imagens meméticas, utilizou-se a metodologia que chamamos de Análise Propagatória. Objetivamos verificar se essas unidades de propagação e as práticas linguístico-midiáticas que estas transmitem, evoluiriam somente devido a aspectos memético-midiáticos, conforme Recuero (2006) apontara, e com padrão de propagação internalista (DAWKINS, 1979; 1982). Após análise dos dados, revelou-se que, ao nível do propósito, os fenômenos locais investigados não evoluíram por padrão internalista (ou homogêneo) de propagação. Tais padrões revelam ser de natureza externalista (ou heterogênea). Ademais, constatou-se que princípios constitutivos meméticos de evolução como os de fecundidade, longevidade (DAWKINS 1979; 1982) e o de design (DENNETT, 1995), junto com o princípio midiático de evolução de alcance (RECUERO, 2006) mantiveram-se presentes com alto grau de influencia nas propagações de natureza externalista. Por outro lado, o princípio memético da fidelidade (DAWKINS, 1979; 1982) foi o que menos influenciou esses padrões de propagação. Neutralizando a fidelidade, e impulsionados pelo princípio de design, destacaram-se nesse processo evolutivo os princípios linguísticos sistematizadores revelados por este estudo. Isto é: o princípio da funcionalidade (memes evoluem porque podem indicar propósitos diferentes) e o princípio do alcance linguístico (memes podem ser direcionados a itens animados/ inanimados; para internautas em idioma nativo/ estrangeiro) / This study investigated whether the conception present in the Replicators Theory, expressed through the concept of meme (DAWKINS, 1979), could be a compatible model to be transducted and feasible to explain the propagation of memes in the substratum of social media. In the scope of local studies, Recuero (2006) suggested a model for such transduction. Reflecting on Recueros epistemological positioning, the present Linguistics-oriented research (HALLIDAY, 1987) examined the authors (2006) transduction through two investigative steps: Conceptual and Compositional Analysis, respectively. Those two investigative steps followed the conceptions presented by Dennett (1995), Blackmore (2002), and Tyler (2011b; 2013b). By departing from the concept of memeplex (BLACKMORE, 2002), this work understands memes, in the substratum of digital/social media, as practices of production and distribution through language and media. Moving to a third investigative step Relational Analysis this study investigated the relations and connexions created by internet users whilst they spread memetic phenomena through several unities of propagation, i.e.: the local phenomenas memetic expressions (from #Tenso and Que deselegante), and the memetic images (from Nana em desastres). This research used two corpora of memetic expressions (5275 posts coming from or forwarded to Twitter.com 83,655 tokens), and one bilingual corpus (Portuguese/English) of memetic images (a total of 134 images coming from Tumblr.com and Facebook.com). To analyse the corpora of memetic expressions this investigation used the methodology of Corpus Linguistics (BERBER-SARDINHA, 2004; SHEPHERD, 2009; SOUZA JÚNIOR, 2012, 2013b, 2013c). To examine the multimodal corpus of memetic images this study suggested a methodology called Propagatory Analysis. The aim of this research was to investigate if those units of propagation and the linguistic/media practices they transmit, evolved only via memetic/media aspects, and presenting an internalist pattern of propagation (DAWKINS, 1979; 1982), as Recuero (2006) argued. The findings of the present study suggested that, at the purpose level, the local phenomena investigated didnt evolve through an internalist (or homogeneous) pattern of propagation. Those patterns were of externalist (heterogeneous) nature. Furthermore, the memetic constitutive principles of evolution such as fecundity, longevity (DAWKINS, 1979; 1982), along with the media constitutive principle of reach (RECUERO, 2006) have been highly influential over propagations of externalist pattern. Conversely, the memetic constitutive principle of fidelity (DAWKINS, 1979; 1982) was the least influential in such externalist patterns of propagation. Fidelity was undermined by two linguistic constitutive principles that emerged, empowered by the principle of design (DENNETT, 1995). Firstly, appeared the linguistic constitutive principle of functionality (memes evolve because they can express different purposes), followed by the principle of linguistic reach (memes can address animate/inanimate items; and Internet users in their native or foreign languages)

The thesis Possible approaches to the viral marketing in new media and its use in Czech Republic is concerned with one of the marketing strategies from foreign authors point of view. On the basis of related theories it describes the importance of viral marketing in order to point out the strengths and weaknesses of this method of promotion. The first part deals with the introduction of new media and specific ways of promotion in cyberspace. The following parts describes the related fields, word of mouth, memetics and information cascades. The actual view of viral marketing is given on the basis of publications by Seth Godin Douglas Rushkoff and Henry Jenkins. Part of the work deals with the measurement and analysis of viral marketing, which outlines the possible mathematical formula describing viral spread. After a theoretical introduction describes possible methods of viral marketing, which is clearly shown on the example of several Czech campaigns. Powered by TCPDF (www.tcpdf.org)

Dans cette thèse, nous construisons un modèle épidémiologique de la dissémina- tion de normes juridiques. L’objectif est d’expliquer la transmission de normes juridiques américaines régissant les tests de dépistages pour drogues au travail vers le Canada ainsi que la propagation subséquente de ces normes à travers la jurisprudence canadienne. La propagation des normes régissant les tests de dépistages pour drogues au travail sert donc à la fois de point de départ pour une réflexion théorique sur la transmission de normes juridiques et pour une étude de cas empirique. Nous partons de la prémisse que les explications du changement juridique, telles celle de la transplantation et celle de l’harmonisation, sont essentiellement métaphoriques. Ces métaphores explicatives fonctionnent en invitant des comparaisons entre les domaines connus et inconnus. Quand ce processus de comparaison est systématisé, la métaphore devient un modèle. Dans la thèse, nous appliquons cette procédure de systématisation afin de transformer la métaphore de la propagation virale en modèle épidémiologique. Après une revue de la littérature sur les épidémies sociales, nous décrivons les éléments pertinents de la théorie épidémiologique pour, ensuite, les transposer au domaine juridique. Le modèle est alors opérationnalisé en l’appliquant à une base de données composée de la jurisprudence pertinente (n=187). Les résultats soutiennent les hypothèses du modèle. 90 % des décisions qui citent les sources américaines sont infectées selon les critères du modèle, alors que seulement 64 % des décisions qui ne citent pas de sources américaines sont infectées. Cela soutient l’hypothèse d’une épidémie dite de « réservoir commun ». Nous avons également démontré une corrélation positive entre la référence à ces décisions et l’état d’infection! : 87 % des décisions qui citent des décisions qui réfèrent aux sources américaines sont infectées, alors que le taux d’infection parmi la population restante est de seulement 53 %. Les résultats semblables ont été obtenus pour les décisions de troisième génération. Cela soutient l’hypothèse selon laquelle il y a eu propagation à travers la jurisprudence suite aux contacts initiaux avec le réservoir commun. Des corrélations positives ont aussi été démontrées entre l’état d’infection et l’appartenance à l’une ou l’autre de sous-populations particulières qui seraient, par hypothèse, des points d’infection. En conclusion de la thèse, nous avançons que c’est seulement après avoir construit un modèle et d’avoir constaté ses limites que nous pouvons vraiment comprendre le rôle des métaphores et des modèles dans l’explication de phénomènes juridiques. / In this thesis, I construct an epidemiological model to explain the transmission of legal norms governing drug testing in the workplace from the United States to Canada and their subsequent spread across the jurisprudence. Employment drug testing norms thus serve as both the starting point for a reflection on how norms spread and a case study for the empirical testing of a theoretical model. I begin with the premise that many explanations of legal change – such as transplant and harmonization – are grounded in metaphors, and then argue that such metaphors work by inviting the hearer to make comparisons between the familiar and the unfamiliar. When this process of comparison is systematized, the metaphor becomes a model. This process of systematization is applied; extending a viral metaphor into an epidemiological model. After reviewing the literature on social epidemics, I set out those aspects of epidemiological theory that may be profitably transposed to the domain of law. I then operationalize the model by applying it to a dataset composed of tribunal decisions (n=187) using computer assisted text analysis. The results support the hypotheses generated by the model. 90% of decisions that cited American sources met the model’s criteria for infection, compared to only 64% of those that didn’t cite American sources. This supports the hypothesis of a common reservoir epidemic. Citation to those infected decisions was also positively correlated to infection: 87% of the citing population was infected, compared to only 53% of the remaining population that cited neither an American source nor one of the infected decisions that cited an American source. Similar results were obtained for third generation decisions. This supports the hypothesis of a serial-transfer epidemic subsequent to contact with the reservoir. Positive correlation to infection was also demonstrated for particular sub-populations hypothesized to be act as points of infection and to a hypothesized vector. In the conclusion, I argue that it is only after we have gone through the process of constructing a model and seen the strengths and limits of its application, that we have access to the full scope of the insights into the role of metaphors and models in the explanation of legal phenomena.

Made available in DSpace on 2016-04-26T18:17:10Z (GMT). No. of bitstreams: 1 Paula Carolina Petreca.pdf: 1234607 bytes, checksum: 16d8cb1fa96eb99b2e8ec48d32d3195f (MD5) Previous issue date: 2008-05-06 / Conselho Nacional de Desenvolvimento Científico e Tecnológico / The German choreographer Pina Bausch has had her work diffused thanks to the contribution of cultural journalism, legitimizing its assimilation into symbolic systems which compose Brazilian cultural assembly. The phenomenon performed by cultural journalism between the first two Bausch s Brazilian tours, occurred in 1980 and 1990 respectively, the first being a pale episode as the audiences reception has been cold and critical, while the second has elevated the German company to a greater level of recognition. What happened meanwhile that promoted such a change? The hypothesis is that the diffusion of information operated by press has dealt to a better knowledge of the choreographer s work, as well as turning it to be familiar to local cultural production, dealing to the construction of a context which is being under process for more than two decades. Reflections raised by Critical Theories of Communication, according to the following authors: Benjamin (1936), Baudrillard (1995), Jameson (1998) and Bauman (2001); evoke arguments which contextualize the cultural compreension of the environment that hosts the object of this research, and the object (the action of cultural journalism between 1980 and 1990 over the diffusion of information about Pina Bausch) focus on the scope of multitude s speech (Negri, 2005). The research over material published in two newspapers from São Paulo: O Estado de São Paulo e Folha de São Paulo, has been related to testimonials of various Brazilian choreographers who recognise that the information brought by Pina Bausch has transformed and impacted their work. The methodology applied has enabled the delimitation of the role played by the newspapers previously mentioned, while interchanging information between public and artists. Theoric-practical transit has been estabilished while interviewing local choreographers whose production relate in a certain way to Pina Bausch s one, that have argumented over this issue. Regarding the lack of specific conjunctural historic source concerning dance in Brazil, this dissertation aims to contribute to on-course discussions over cultural journalism impact and its traces in Brazilians dance / O jornalismo cultural contribuiu para difundir o trabalho da coreógrafa alemã Pina Bausch, legitimando sua assimilação junto aos sistemas simbólicos componentes da tessitura cultural brasileira. Trata-se de um fenômeno operado pelo jornalismo cultural entre as duas primeiras turnês brasileiras de Bausch, ocorridas respectivamente nos anos de 1980 e 1990, sendo a primeira um episódio pálido, com recepção fria de público e crítica, enquanto a segunda reverteu-se em total consagração da companhia germânica. O que aconteceu nesse intervalo de tempo que promoveu tamanha mudança? A hipótese é a de que as informações veiculadas pela mídia impressa puderam formar um conhecimento sobre o trabalho da coreógrafa e torná-lo familiar para a produção cultural local, tecendo um contexto que vem se estabelecendo ao longo de mais de duas décadas. As reflexões suscitadas pelas Teorias Críticas da Comunicação - conforme se apresentam nas obras de Benajmin (1936), Baudrillard (1995), Jameson (1998) e Bauman (2001)- fornecem os intrumentos argumentativos para a compreensão conjuntural do ambiente que acolhe o objeto da pesquisa realizada, e o objeto (a ação do jornalismo cultural entre 1980 e 1990 na difusão de informações sobre Pina Bausch) é focado no âmbito dos discursos das multidões (Negri, 2005). A pesquisa do material publicado em dois jornais paulistanos de circulação nacional, O Estado de São Paulo e Folha de São Paulo, foi reunida a investigações a respeito dos processos contaminatórios que se estabeleceram a partir daí. Com essa metodologia tornou-se possível delimitar qual o papel que os dois jornais acima citados desempenharam no fluxo informacional entre a esfera artística e a pública. O trânsito teórico-prático se deu na realização de entrevistas realizadas com coreógrafos locais, que se relacionam, de alguma maneira, com a produção de Pina Bausch, e desenvolveram discursos a esse respeito. Tendo em vista a pouca quantidade de registros históricos conjunturais específicos sobre dança no Brasil, a pesquisa espera colaborar com as discussões em curso sobre o impacto do jornalismo cultural e sobre seus rastros na produção de dança brasileira