Cette recherche historique depuis les origines, à partir des premiers textes écrits de l'humanité, essaie de tracer le chemin mental d'où ces notions de haine et d'amour émergent de la sexualité et s'expriment à travers la mythologie par un processus à la fois conscient mais surtout inconscient de génération en génération. Ainsi cette rétrospective tente de découvrir le jaillissement de la source unique de l'amour et de la haine qui sourd de toute l'humanité depuis les époques historiques mais bien en deçà lorsque s'élaborait une culture commune comme une personnalité individuelle, passage de l'homme vers et dans la temporalité, le symbolique et l'imaginaire. Anaximandre, Zoroastre, Empédocle d'Agrigente, Platon, Nietzsche, puis Freud et Lacan énoncent que l'émergence de l'Homme dans la dimension de la temporalité et donc dans le langage est consubstantiel de son émancipation au sortir de la nature, mais il se trouve contraint de payer ce passage par la haine et l'amour. / This historical research since the origins, from the first texts written by mankind, try to recount the mind path (or way) from where these notions of hate and love emerge from sexuality and are expressed through mythology via a process both conscious but also unconscious from generation to generation. Therefore, this retrospection tries to discover the unique origin of love and hate that bursts from all humanity from historical times, and even before when a common culture was elaborated as an individual personality, transition of man toward and within temporality, symbolic and imaginary. Anaximandre, Zoroastre, Empédocle d’Agrigente, Platon, Nietzsche, then Freud and Lacan state that the emergence of Man in the dimension of temporality, and subsequently in the language, is consubstancial (or integral part of) of his emancipation from the nature, but he is compelled to pay this transition by hate and love.

Rapporter 'j'ai vu le stimulus' est la marque de la vision consciente et implique deux caractéristiques fondamentales de l'expérience consciente, à savoir son aspect qualitatif et la subjectivité. L'aspect qualitatif correspond à la perception vive du stimulus, alors que la subjectivité correspond à la conscience implicite que j'ai fait l'expérience du stimulus. Afin de déterminer les bases neurales de la subjectivité, nous introduisons le concept de cadre neural subjectif ('neural subjective frame') qui correspond aux mécanismes biologiques définissant le sujet en tant qu'une entité biologique, un point d'ancrage à partir duquel des expressions relatives à l'expérience consciente à la première personne peuvent être formulées. De plus, je propose que la représentation neurale de l'information viscérale pourrait constituer ce cadre neural subjectif. Afin de tester expérimentalement cette hypothèse, à l'aide de la magnétoencéphalographie, nous avons enregistré les réponses neuronales aux battements cardiaques, pendant que les participants réalisaient une tâche de détection visuelle. Nous avons trouvé que les réponses neuronales aux battements cardiaques avant la présentation du stimulus, dans le cortex cingulaire ventral antérieur et le lobule postérieur intrapariétal droit, pouvaient prédire la détection d'un stimulus visuel de faible contraste. Les réponses neuronales aux battements cardiaques de plus forte amplitude s'accompagnaient d'un taux de détection et d'une sensibilité plus importants, sans changement du critère de décision. Ni les fluctuations des paramètres corporels ni l'excitabilité corticale générale ne semblent contribuer à ces résultats. Par ailleurs, le fait de voir consciemment le stimulus a ralenti le battement cardiaque après la réponse des participants et cet effet de décélération cardiaque pouvait être prédit par la réponse neuronale aux battements cardiaques du cortex cingulaire antérieur ventral, avant la présentation du stimulus. Ainsi, nos résultats sont en faveur de l’hypothèse selon laquelle la cartographie des afférents viscéraux façonne notre expérience subjective perceptive. Au-delà de la vision consciente, ces résultats suggèrent que les signaux internes du corps et leurs représentations neuronales peuvent être la source de fluctuations dans des aires corticales multi-fonctionnelles. / Reporting “I saw the stimulus” is the hallmark of conscious vision and implies two fundamental characteristics of conscious experience, namely qualitativeness and subjectivity. Qualitativeness refers to the vivid feeling of the stimulus, whereas subjectivity refers to the implicit awareness that the experience occurred for me. To account for the neural basis of subjectivity, we introduce a concept termed the neural subjective frame which corresponds to the basic biological mechanisms defining the subject as a biological entity, as an anchoring point from which the first-person statements of conscious experience can be expressed. I further propose that neural representation of visceral information could constitute the neural subjective frame. To experimentally test this proposal, using magnetoencephalography, we recorded neural events locked to heartbeats while participants conducted visual detection task. We found that neural responses to heartbeats before stimulus onset in ventral anterior cingulate and right posterior intraparietal lobule could predict the detection of faint visual stimulus. Larger amplitude of neural responses to heartbeats were accompanied by enhanced hit-rate and sensitivity, but without changes in decision criterion. Neither fluctuations in measured bodily parameters nor in overall cortical excitability could account for this finding. In addition, consciously seeing the stimulus decelerated heartbeat after participants responded and the heartbeat slowing effect could be predicted from the prestimulus neural responses to heartbeats in ventral anterior cingulate cortex. Our findings therefore support the hypothesis that neural mapping of visceral afferents shape perceptual subjective experience. Beyond conscious vision, our findings suggest that signals from internal body and their neural representations could be sources of fluctuations in multi-functional cortical areas.

Nos últimos anos, o chamado consumo consciente - um modo de consumir que leva em consideração as repercussões ambientais e sociais associadas à sua prática tem se difundido na sociedade como uma importante via de participação dos consumidores no enfrentamento da crise ambiental. Substituir produtos convencionais por orgânicos ou certificados, separar o lixo, reduzir o desperdício de água, alimentos e energia elétrica, entre outras, são atitudes que começam a fazer parte do dia-a-dia dos consumidores, não apenas por comunicar às empresas preferências de consumo, mas, sobretudo, por exigir delas adequação a esses novos valores. Nesse cenário, produção mais limpa associada à oferta de produtos e serviços ecologicamente corretos, seria não apenas um diferencial competitivo, mas uma condição necessária para a sobrevivência das empresas no mercado. Apesar da necessidade de se estabelecer uma nova mentalidade de consumo que incorpore os problemas ambientais e sociais, o consumo consciente tem sido reconhecido como uma estratégia limitada, entre outros motivos, porque seria responsável pelo enfrentamento apenas dos efeitos, mas não das causas dos padrões insustentáveis de consumo: ao assumir implicitamente o consumo como troca econômica dentro de um cenário de mercado, não seria capaz de questionar o aspecto crucial da mudança nos padrões de consumo, ou seja, uma ordem sócio-político-econômica que tem no consumismo o elemento básico que define os hábitos e estilos de vida contemporâneos. Em vista disso, o propósito do presente trabalho é estabelecer uma melhor compreensão desse fenômeno, mais precisamente do ponto de vista da sua constituição ideológica. Na medida em que o consumo consciente tem sido a plataforma de ação das políticas ambientais internacionais e se inserido na sociedade por diversos canais, parece oportuno um esforço para entender melhor como este se constrói, aonde leva, a que interesses atende e, principalmente, se, de fato, está a contribuir para a constituição de um novo padrão civilizatório ou, contrariamente, para reafirmar a mesma lógica que, ironicamente, leva a humanidade à atual crise ambiental e social. / In recent years, the so-called conscious consumption a way of consuming that takes into account its environmental and social consequences has been arising as a major path for consumers to take part in overcoming environmental crisis. Replacing conventional products by organics or certified ones, separating garbage, reducing water, food and energy wastefulness and so on, are attitudes are becoming part of consumers everyday life, not only because it communicates to companies their consumption preferences, but mainly because demand them to fit in those new set of values. Under these conditions, cleaning production and supplying ecological products and services would not be any longer a mere differential advantage, but a sine qua non condition for companies to survive in the market. Although its essential to settle a new mentality for consumption that embraces social and environmental problems, conscious consumption has been acknowledged as a limited strategy, for other reasons, because it would be facing only the effects, but not the causes of unsustainable consumption patterns, and for implying consumption as an economical exchange in a market scenario, it would not be capable of questioning the crucial issue of changing consumption patterns, which means, a social, political and economic order that has in consumption the basic element that defines habits and contemporary lifestyles. In regard of all these aspects, this work aims to reach a better comprehension of this phenomenon, more precisely in its ideological basis. Insofar the set of international environmental policy measures has met in conscious consumption its platform of action and has been spread out into society by several ways, it seems to be convenient to make an effort to understand how it shapes, to what it leads, whose interests it serves, and mainly if its, in fact, engaged in constructing a new civilizing pattern or, in an opposite way, reaffirms the same logic that, ironically, leads mankind to the current environmental and social crisis.

O medo ou a ansiedade são emoções frequentemente presentes nos pacientes que nos procuram na clínica odontológica para tratamento odontológico. Estes pacientes são denominados pacientes odontofóbicos. O objetivo deste estudo é avaliar o efeito ansiolítico do Maleato de midazolam e/ou Óxido Nitroso usado para promover sedação consciente nestes pacientes para se observar posteriormente a percepção dos usuários . Foram colhidas suas narrativas descrevendo qual a contribuição do sedativo usado no alívio da ansiedade. O presente estudo foi realizado como pesquisa de campo pautada na técnica da representação social ou discurso do sujeito coletivo proposto por Lefevre et al. (2000). Foram entrevistados de 10 pacientes diagnosticados como odontofóbicos, suas respostas catalogadas e transformadas em resultados qualitativos. De todos os sujeitos da pesquisa, todos aprovaram a utilização de ansiolíticos durantes procedimentos cirúrgicos. Sendo assim, dentro desta amostra, concluímos que a sedação consciente por meio de sedativos é uma excelente forma de se controlar a ansiedade frente ao tratamento odontológico / Fear and anxiety are emotions often present in patients who come to us in the dental clinic for treatment. These patients suffer of dental anxiety. The objective of this study is to evaluate the anxiolytic effects of midazolam maleate and / or Nitrous Oxide used to promote conscious sedation in these patients. We collected the narratives describing the contribution of the sedative used to relieve their anxiety. This study was conducted as a field research based in the technique of representing social or collective subject discourse proposed by Lefevre et al. (2000). We interviewed 10 patients with a dental fear background, their narratives processed in qualitative results. After the surgery all patients described that the procedures were softer than usual, and by this results we can conclude that the use of sedatives in oral surgery should be encouraged.

Although psychical research identified through structured research the commonality of anomalous experiences for the bereaved from as early as the 1880s, it wasn’t until the 1970s with the publication of a medical doctorate on such phenomena that medical communities and social science began to recognise them too. Beyond this point, research became more popular on the subject. Extensive research conducted on post-death experiences (aka, Post-Death Contacts – ADCs) since the 1970s, has largely focused on what impact they have on the bereaved, rather than the ontology of the phenomena themselves. All such studies have found these experiences to be therapeutic for the bereaved, and a natural aid to recovery. However, no research findings to this point have been presented on what cognitive mechanisms create the therapeutic gains experienced, as a direct result of the spontaneous anomalous experiences. This thesis set out to investigate what makes such experience therapeutic, and aid the process of recovery from grief. From a critical review of the previous literature, it was noted that several of the extensive studies, and related popular literature, identified hope to a consistent reported outcome of such experiences. However, no existing studies appeared to have investigated its presence and process in this context. Therefore, a mixed method study design was developed to investigate the impact of such experiences further and the role of hope within them. A questionnaire approach of validated scales found levels of hope to be significantly higher in groups of the bereaved who do report post-death experience than those who don’t. The bereaved who do not report such experiences appear to encounter a significant drop in hope. Content and thematic analyses were conducted on written feedback of experiences collected from the questionnaires; this highlighted the variety of experiences and their commonality. It also highlighted significant shifts in ‘states of mind’ from negative to positive emotions, from the point of loss, to following the first anomalous encounter. Continued bonds with the deceased were also expressed, as well as previously noted therapeutic gains and themes of hope. In-depth interviews were conducted as the final study of this thesis, with an interpretative phenomenological analysis applied to the data. New findings are presented on the personal changes that take place within post-death events. Experients defined hope and how they saw it acting within their lives and experiences as a support system to feelings of loss, which fell in line with previous positive psychology theories on hope. Several key points are concluded. Firstly, the findings of this thesis have practical applications to clinical practice surrounding palliative care and applied positive psychology, regarding the importance of anomalous experiences encountered by the bereaved. Secondly, the thesis and its findings demonstrate the multi-disciplinary approaches which can be taken to parapsychological issues, in this case combining positive psychology, thanatology and healthcare. And finally, the thesis highlights the usefulness of the mixed method approaches, to provide ‘sweeping maps’ of any given phenomena under investigation, particularly in cases where the previous research findings are limited or are yet to be explored.

Made available in DSpace on 2016-04-25T16:44:46Z (GMT). No. of bitstreams: 1 Maria Carolina Mirabella Belloque.pdf: 1987558 bytes, checksum: ba03075187572e5e30247c19f4a8a5f2 (MD5) Previous issue date: 2016-03-07 / The goal set for this thesis is to propose a model of brand management to guide consumer choice to more sustainable options. For this objective to be met, initially, the theory delves into concepts with respect to marketing from the perspective of sustainability, which involves environmental responsibility, social marketing, green marketing and greenwashing. Concepts relating to consumer behavior, involving, knowledge, purchase intention, attitudes and responsible consumption. The theory of brand management and brand image. Finally, the concept of price. After reviewing the issues posed above, the work follows the proposal to constitute a brand management model for sustainability. The model assumes that consumers have varying degrees of awareness of the sustainability of products and services and at the same time, products and services may also be considered in varying degrees of sustainability. Thus the strategy of brands should be to communicate your sustainability aspects in order to reach the consumer who is at the same level. It is expected that from the momentum established by the model, in which more and more information is conveyed about the sustainability aspects of products and services, consumers start to be more aware or at least more informed. The product chosen in the application of the test is milk. The independent variables were the image of the brand and the price. The dependent variable was the participant's intention of purchase. There were 402 consumers of milk subjected to the quasi-experiment. The test, in general, questioned the participants about which brand would buy, offered positive and negative information about the sustainability of the types of milk concerned and returned to question about which brand the participant would buy in order to verify that the choice changed. This was repeated three times to compare all subsequent levels of the model. Data analysis consists in verifying the variation of the observations through a test of difference between means. The results are analyzed by brand and, in general, shows that less sustainable brands fell on the preference of the participants after they received information about the sustainability aspects of that type of product, but regained preferably when they were told on the price of these products. Despite the less sustainable brands have gained preference after the presentation of prices, they have not returned to the same level of preference they had prior to treatment of information on sustainability of the product types. This general condition, has not been shown statistically to the Parmalat brand after the presentation of the prices and to Fazenda Bela Vista and Timbaúba brands after verification of sustainability information and price. In total, five of the eighteen hipotesys put to the test, have not been proven by statistical calculations. Thus, it can be said that the proposed model is consistent and relevant, which means that the goal set for this research was reached / O objetivo colocado para essa tese é o de propor um modelo de gestão de marcas que oriente as escolhas dos consumidores para opções mais sustentáveis. Para que esse objetivo seja atendido, incialmente, a teoria aprofunda-se em conceitos com relação ao marketing sob a perspectiva da sustentabilidade, o que envolve responsabilidade socioambiental, marketing social, marketing verde e o greenwashing. Conceitos referentes ao comportamento do consumidor, que envolvem conhecimento, intenção de compra, atitude e consumo responsável. A teoria sobre gestão de marcas e imagem da marca. E, finalmente, o conceito de preço. Após revisão dos temas colocados acima, o trabalho segue na proposta de constituir um modelo de gestão de marcas para a sustentabilidade. O modelo considera que os consumidores possuem diferentes graus de consciência a respeito da sustentabilidade dos produtos e serviços e que ao mesmo tempo, os produtos e serviços também podem ser considerados em diferentes graus de sustentabilidade. Dessa forma a estratégia das marcas deve ser de comunicar os seus aspectos de sustentabilidade com o objetivo de atingir o consumidor que está no mesmo nível. Espera-se que a partir da dinâmica estabelecida pelo modelo, na qual cada vez mais informações são veiculadas sobre os aspectos de sustentabilidade de produtos e serviços, os consumidores passem a ser mais conscientes ou, pelo menos, mais informados. O produto escolhido na aplicação do teste foi o leite. As variáveis independentes foram a imagem da marca e o preço. A variável dependente foi a intenção de compra do participante. Foram submetidos ao quasi-experimento 402 consumidores de leite. O teste, de uma forma geral, questionava os participantes sobre qual marca comprariam, oferecia informações positivas e negativas a respeito da sustentabilidade dos tipos de leite em questão e voltava a questionar sobre qual marca o participante compraria com o objetivo de verificar se a escolha mudava. Isso se repetiu três vezes para que fossem comparados todos os níveis subsequentes do modelo. A análise dos dados consiste na verificação da variação entre as observações realizadas, através de um teste de diferença entre as médias. Os resultados são analisados por marca e, de uma forma geral, mostram que as marcas menos sustentáveis caíram na preferência dos participantes depois que eles receberam as informações sobre os aspectos de sustentabilidade daquele tipo de produto, mas que voltaram a ganhar preferência quando eles foram informados sobre o preço desses produtos. Apesar das marcas menos sustentáveis terem ganhado preferência após a apresentação dos preços, elas não voltaram ao mesmo nível de preferência que tinham antes da exposição das informações sobre sustentabilidade dos tipos do produto. Essa condição geral, não se comprovou estatisticamente para a marca Parmalat após a apresentação dos preços e para as marcas Fazenda Bela Vista e Timbaúba e após a verificação das informações de sustentabilidade e o preço. No total, cinco, das dezoito hipóteses colocadas para o teste, não foram comprovadas pelos cálculos estatísticos. Dessa forma, pode-se afirmar que o modelo proposto é coerente e relevante, o que significa que o objetivo colocado para esta pesquisa foi atingido

O presente trabalho investiga a relação entre a prática consciente e sua influência na prevenção do desencadeamento e no enfrentamento do processo de prejuízo da performance musical em condições de pressão (choking). Participaram do estudo três estudantes do Curso Superior de Instrumento da Escola de Música e Belas Artes do Paraná – Campus I – UNESPAR, Curitiba, PR. Foram utilizados os Guias de Execução (performance cues) propostos por Chaffin e colaboradores (2002, 2006, 2008) como suporte para o desenvolvimento de habilidades cognitivas. Os procedimentos metodológicos utilizados para coleta de dados consistiram de questionários, relatos verbais obtidos de entrevistas semiestruturadas, relatos de estudo, registro em áudio e vídeo da obra escolhida e relatos de guias de execução assinalados nas partituras como registro de decisões interpretativas deliberadas. O suporte cognitivo fornecido pelo trabalho com os Guias de Execução proporcionou segurança emocional suficiente para o enfrentamento das situações de estresse de exposição e principalmente de avaliação e autoavaliação. A partir da compreensão dos elementos teóricos encontrados na literatura e dos resultados deste trabalho com a abordagem metodológica de Chaffin, proponho um modelo conceitual de performance musical afetada pela ansiedade e centrado nos processos de controle e gerenciamento da informação durante a performance musical. Relacionado à hipótese levantada nos estágios iniciais de elaboração da pesquisa, esse modelo permite explorar a presença e manutenção de afetos e pensamentos negativos durante a prática instrumental individual e sua relação com a ocorrência de eventos de choking, e a suposição de que o desenvolvimento de habilidades cognitivas, relacionadas ao planejamento, monitoração e avaliação da prática instrumental, possa reforçar os processos de controle e gerenciamento do estado ansioso, ao permitir um suporte cognitivo que minimize o sentimento de vulnerabilidade, incontrolabilidade e imprevisibilidade inerentes ao estado ansioso, contribuindo, assim, para a melhoria e prevenção de eventos de déficits cognitivo-motores em performance sob pressão. / This study investigates the relationship between conscious practice, and its influence in prevention and coping with the decrement process in musical performance under pressure (choking under pressure). The study included three students of the bachelor degree of instrument in Escola de Música e Belas Artes do Paraná – Campus I – UNESPAR, Curitiba, PR. Performance Cues proposed by Chaffin and colleagues (2002, 2006, 2008) were used as support for the development of cognitive skills. Methodological procedures used for data collection consisted of questionnaires, verbal reports obtained from semi-structured interviews, practice reports, audio and video records of the chosen work and analysis of performance cues assigned in the scores as records of deliberate interpretative decisions. Cognitive support provided by working with Performance Cues provide enough emotional security for dealing with stress exposure situations and especially with evaluation and self-evaluation. Based on the understanding of theoretical elements found in the literature and the results of this study with the Chaffin methodological approach, I propose a conceptual model of musical performance affected by anxiety focused on process control and information management during the musical performance. Related to the hypothesis in the early stages of the research, this model explores the presence and maintenance of negative feelings and thoughts during the individual instrumental practice and its relation to the occurrence of choking event. The model also explores the assumption that the development of metacognitive skills, related to planning, monitoring and evaluation of instrumental practice can improve the control and management process of the anxious state. This control can be achieved by allowing a cognitive support that minimizes the feeling of vulnerability, uncontrollability and unpredictability, thus contributing to the improvement and prevention of cognitive-motor deficits events in performance under pressure.

Objetivos: Verificar eficácia da cetamina intranasal na sedação de crianças para punção venosa. Métodos: Estudo randomizado, duplo-cego, placebo controlado realizado no Hospital de Clínicas de Porto Alegre entre janeiro e agosto de 2016. Estudo aprovado pela comissão de ética em pesquisa da instituição. Incluídas crianças que necessitasse de punção venosa, sendo randomizadas a receber cetamina IN 4mg/Kg ou solução fisiológica no grupo Placebo. Os grupos foram comparados quanto: tempo de punção, facilidade do Enfermeiro para realizar o procedimento, eventos adversos, alterações dos sinais vitais e percepção do acompanhante. Resultados: Foram incluídas 39 crianças (21 Intervenção vs 18 Placebo) sem diferenças quanto à idade, sexo, peso, motivo da internação e experiência profissional. A mediana da idade foi 19,8 vs 15,8 meses (Intervenção vs. Placebo) e a do peso foi 10 vs. 11,3Kg. A Cetamina reduziu o tempo de punção (23,0 vs 67,5 segundos; p=0,01), deu maior facilidade ao Enfermeiro para realizar o procedimento (p=0,00009). A cetamina induziu uma maior sonolência 15 minutos após (p=0,003) e reduziu o número de pessoas para contenção da criança (p=0,025). Sem diferença entre os grupos nas alterações dos sinais vitais e eventos adversos. Evento adverso observou-se em 29% das crianças do grupo cetamina e 17% do grupo placebo, sendo irritabilidade o mais comum em ambos. Em 81% do grupo Intervenção, o acompanhante afirmou que a criança ficou mais calma (p=0,0003). Conclusões: Cetamina intranasal (4mg/Kg) reduz o tempo de punção venosa, facilitando o procedimento para o enfermeiro, diminuindo o número de pessoas envolvidas e permitindo um ambiente tranquilo. / Objectives: To verify the efficacy of intranasal ketamine as sedative agent for venous access in children. Method: Randomized, double blind, placebo controlled study conducted at Hospital de Clínicas de Porto Alegre (Brazil) between January and August 2016. Children needing venous access were randomized to receive intranasal ketamine (4mg/Kg) or normal saline solution (Placebo group). Groups were compared regarding the time for venous access, facility for performing the procedure, adverse events, disturbances in vital signs and perception of the accompanying adult. The study was approved by the Local Ethics Committee. Results: 39 children (21 Ketamine; 18 Placebo) were included without differences regarding to age, sex, weight, reason for hospitalization and professional experience. The median age was similar (19.8 vs 15.8 months), as well as the median weight (10.0 vs 11.3Kg). Ketamine reduced the length for venous access (23.0 vs 67.5 seconds; p=0.01), and facilitated the procedure (p=0.00009). Ketamine induced sleepiness 15 minutes after its administration (p=0.003) and reduced the number of people for the child’s restraint (p=0.025). No difference was verified between groups regarding adverse effects or vital signs disturbance´s. Side effects were observed in 29% of the children in the Ketamine group and 17% in the Placebo group, irritability being the most common for both. The accompanying adult reported that 81% of children in ketamine group were calm and quiet (p=0.0003). Conclusions: Intranasal ketamine (4mg/Kg) reduces the time for venous puncture, facilitates the procedure to the nurse, decreases the number of people involved and provides a tranquil environment.

Background: The fashion industry today is one of constant and unceasing change. It is a segment of materialism, characterised by fast-paced and outsourced production, cost pressed profit structures, and never ending designs and trends. This framework together with modern day marketing communications that unremittingly stimulate new consumer wants have created a landscape of overconsumption. As a reaction to this hysteria of consumerism is the emergence of a relatively new notion, slow fashion. This ideology places emphasis on decelerating both production and consumption cycles through more conscious purchasing patterns. Previous studies confirm that although consumers are accepting of the slow fashion mind-set, their interest does not necessarily equate to engagement in terms of conscious consumption. Consequently, companies today are seeking alternative modes of communication such as storytelling. Purpose: The objective of this paper is; thus, to investigate how slow fashion is being communicated through storytelling, in better understanding how to engage consumers in more conscious and responsible fashion consumption. Method: The study uses a qualitative method of research with a deductive approach. The research design entails multiple case studies of semi-structured interviews conducted among four slow fashion companies in Sweden. Theoretical data has been collected primarily through peer reviewed literature and other written works in electronic form. The theoretical starting point of the paper begins with concepts such as slow fashion as an ideology and its values, goals and objectives. Thereafter, storytelling, engagement and meaning are each theoretically explained and empirically investigated. Conclusion: The study reveals that slow fashion retailers are using storytelling but to varying degrees in communicating the slow fashion ideology. There is a focus on engaging consumers through education, interaction and activating several human senses. It can be seen that consumers are engaged and interested in the slow fashion mind-set; however, it cannot be confirmed that they are actually behaving or acting as slow fashionists. / Program: Master programme in Fashion Management

Há um chamado hoje para a conversão do consumo a um ato que é \"consciente\", com reflexão sobre os impactos trazidos à sociedade e à natureza. O presente estudo tem como objetivo contribuir para o entendimento de como o consumo consciente é compreendido e praticado pelos consumidores. O método de investigação utilizado foi a pesquisa exploratória, composta por revisão teórica e pesquisa empírica. Foram revisados a gestão de marca, sustentabilidade e consumo e apresentado o consumo consciente. Moradores da cidade de São Paulo foram entrevistados sobre seu conhecimento, suas práticas e preocupações na área. Os resultados mostram que há uma compreensão do consumo consciente e algumas práticas, principalmente as que trazem beneficios financeiros para os consumidores. Há preocupações que demonstram que há espaço para que nos próximos anos o consumidor reflita e aja na direção do desenvolvimento necessário do consumo consciente. Apresentou-se um modelo sobre como sensibilizar o consumidor para o tema. / There is a call today for the conversion of consumption to an act that is \"conscious\", with reflection on the impacts brought to society and nature. The present study aims to contribute to understanding how conscious consumption is understood and practiced by consumers. The research method used was exploratory research, composed by a theoretical review and an empirical research. The literature review began by brand management, sustainability and consumption presenting conscious consumption. The research was done with residents of the city of São Paulo on their knowledge, practices and concerns in the area. The results show that there is an understanding of conscious consumption and some practices, especially those that bring financial benefits to consumers. There are concerns from the consumers that demonstrate that there is room for them to reflect more and develop new atitudes and habits. A model on how to make consumers aware and sensitive about the theme was developed.