Submitted by Viviane Menezes (viviane.mzs@gmail.com) on 2012-03-30T12:36:52Z No. of bitstreams: 1 DISSERTAÇÃO_VIVIANE_MENEZES_.pdf: 1177568 bytes, checksum: 8ec4ddf6344ad1f759f9d6d5d7fe941a (MD5) / Approved for entry into archive by ÁURA CORRÊA DA FONSECA CORRÊA DA FONSECA (aurea.fonseca@fgv.br) on 2012-03-30T13:54:49Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO_VIVIANE_MENEZES_.pdf: 1177568 bytes, checksum: 8ec4ddf6344ad1f759f9d6d5d7fe941a (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-03-30T18:03:19Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO_VIVIANE_MENEZES_.pdf: 1177568 bytes, checksum: 8ec4ddf6344ad1f759f9d6d5d7fe941a (MD5) / Made available in DSpace on 2012-03-30T18:03:35Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO_VIVIANE_MENEZES_.pdf: 1177568 bytes, checksum: 8ec4ddf6344ad1f759f9d6d5d7fe941a (MD5) Previous issue date: 2012-02-27 / This research inspires itself in the recognition of an imminent need for a critical perspective on mainstream literature. In addition, it should be taken into consideration the importance of those new dimensions which are not object to marketing literature, especially for practitioners and stakeholders in emerging economies. The concept of OPM has become the central pillar of marketing in past years while the concept of social corporative responsibility has reinforced the instrumentalist e colonialist character of marketing. This kind of literature has been massively disseminated in an asymmetrical way, with no concern to the diversity of knowledge, culture e contexts. The dominant stream of micromarketing neglects the social, political and power aspects, while the minor stream of macromarketing incorporates fundamentals of economical politics which are more common in contexts in which the 'non-marketing' is dominant. This research illustrates, through the means of a case study, how the marketing discourse, despite its vital importance for wide and restrict legitimating purposes, has been day to day revealing its instrumentalist character, creating then, more and more gaps between theory and practice. / Esta pesquisa se motiva no reconhecimento da necessidade de uma perspectiva crítica em relação à literatura mainstream. Além disso, também é ressaltada a importância de dimensões não contempladas pela literatura de marketing, especialmente para praticantes e stakeholders em economias emergentes. O conceito de OPM tornou-se um pilar central da literatura mainstream de marketing nos últimos anos, enquanto o conceito de responsabilidade social corporativa tem reforçado o caráter instrumentalista e colonialista do marketing. Essa literatura vem sendo maciçamente disseminada de forma assimétrica e sem preocupação com a diversidade de conhecimentos, culturas e contextos. A corrente dominante do micromarketing negligencia aspectos sociais, políticos e de poder, enquanto a corrente minoritária do macromarketing incorpora fundamentos de política econômica mais voltados para contextos em que o não-mercado é dominante. Essa pesquisa ilustra por meio de um estudo de caso como o discurso de marketing, apesar de sua importância estratégica para propósitos amplos e restritos de legitimação, tem se tornado cada vez mais instrumentalista, gerando lacunas entre teoria e prática.

Production errors made by second language (L2) learners of English have been attributed to markedness, L1 transfer or input frequency (cf. Major, 2001; Edwards & Zampini, 2008; Baptista, Rauber, & Watkins, 2009). This thesis examines the production of 17 English initial consonant clusters (e.g., /pr/ in “pray”) in a markedness relationship, whereby clusters with greater sonority distance between the first and second consonants are unmarked and clusters with smaller sonority distance between the first and second consonants are marked, by two groups of Saudi Arabian L2 English learners. It also explores the effect of input frequency and L1 transfer. Participants were asked to read 60 sentences and their reading was recorded for acoustic analysis. Analysis showed that “prothesis” was always used to simplify the clusters, and that, the duration of the prothetic vowel tended to get longer when clusters become more marked. Intermediate participants had greater degree of difficulty in producing the clusters and tended to insert a longer prothetic vowel in general. Markedness explained the performance on #sC clusters; however, performance on non #sC clusters was best explained by L1 transfer. Results further indicated that input frequency was irrelevant to this study.