Made available in DSpace on 2016-04-04T18:33:16Z (GMT). No. of bitstreams: 1 HENRIQUE DA SILVA LOURENCO.pdf: 2848034 bytes, checksum: 2a911a2ad77a2f6a8103715f0138d28c (MD5) Previous issue date: 2014-02-26 / This work falls within the field of research on educational assessment and focuses on the study of the resulting classifications of the Guia do Estudante (GE), published by Editora Abril. The dearth of research focused on the study of this problem becomes relevant, in that it aims to understand how the process of reporting the results obtained by Brazilian universities - public and private (with or nonprofit) occurs in the Award in Best Universities of GE, in the years 2012 and 2013, before the university community and society in general. This is a quantitative and qualitative research, of bibliographical nature, marked by the content analysis of sources of institutional origin, trying to know the communication strategies adopted by universities as regards the results obtained in the Best Universities GE Award. For this, understanding the process of institutional communication that originates from the GE ratings requires that seek the understanding of the place occupied by the rankings in contemporary higher education, as alleged inducing elements of quality and institutional distinction, identifying, analyzing and comparing communication strategies adopted among different segments university, from the performance in that ranking, trying to identify similarities, differences and convergences. This study is contextualized in two bibliographic-documentary surveys: one of theoretical nature and another of empirical nature. The theoretical survey is based on trying to understand how to position the main authors around policy-focused review rankings as well as policies for large-scale and unofficial rankings and concerning the internationalization of universities. The empirical survey is based on two phases: the first conducts a survey via institutional websites of universities seeking communication/advertising material about positions occupied in GE; the second phase was held on the occasion own collection of Editora Abril, where was collected editions dealing with reviews of GE. The survey results indicate that the GE had several methodological issues throughout their changes, as well as have emerged a series of ratings (rankings). The standardization of rankings GE emerged only with the "Best Universities Award". The presence of a ranking as the GE demonstrated its compliance with respect to the global movement for a culture of ranking. A content analysis of institutional materials revealed certain differences, especially in terms of marketing between public and private institutions, as well as, demonstrated the use of rankings in marketing education in view of the importance that the segments assign to the ranking of GE. / A presente disserta??o se enquadra no campo das pesquisas em avalia??o educacional e tem foco no estudo das classifica??es advindas do Guia do Estudante (GE), publicada pela Editora Abril. A escassez de pesquisas voltadas ao estudo da problem?tica torna relevante a presente investiga??o, na medida em que se pretende compreender como ocorre o processo de comunica??o dos resultados obtidos pelas universidades brasileiras p?blicas e particulares (com ou sem fins lucrativos) no Pr?mio Melhores Universidades do GE nos anos de 2012 e 2013, perante a comunidade universit?ria e a sociedade em geral. Trata-se de uma pesquisa quantitativa e qualitativa, de natureza bibliogr?fica, marcada pela an?lise de conte?do de fontes de origem institucional, tentando conhecer as estrat?gias de comunica??o adotadas pelas universidades no tocante aos resultados obtidos no Pr?mio Melhores Universidades do GE. Para tanto, compreender o processo de comunica??o institucional que se origina das classifica??es do GE exige que se busque o entendimento acerca do lugar ocupado pelos rankings na educa??o superior contempor?nea, como supostos elementos indutores de qualidade e de distin??o institucional, identificando, analisando e comparando as estrat?gias de comunica??o adotadas entre os diferentes segmentos universit?rios, a partir do desempenho no referido ranking, tentando identificar semelhan?as, diferen?as e converg?ncias. Este estudo se contextualiza em dois levantamentos bibliogr?ficos-documentais, um de cunho te?rico e outro de cunho emp?rico. O te?rico fundamenta-se na tentativa de compreender como se posicionam os principais autores em torno de pol?ticas de avalia??o focadas nos rankings, bem como de pol?ticas de larga escala e de rankings n?o oficiais e a respeito da internacionaliza??o das universidades. O emp?rico fundamenta-se em duas fases: a primeira realiza um levantamento via sites institucionais das universidades buscando material de comunica??o/publicidade que tratem das posi??es ocupadas no GE; e a segunda foi realizado no pr?prio acervo da Editora Abril ocasi?o em que se coletou as edi??es que tratam das avalia??es do GE. Os resultados da pesquisa indicam que o GE apresentou diversas mudan?as metodol?gicas ao longo de suas edi??es, assim como tamb?m foram surgindo uma s?rie de classifica??es (rankings). A padroniza??o dos rankings do GE emergiu apenas com o Pr?mio Melhores Universidades . A presen?a de um ranking como o do GE demostrou sua conson?ncia com rela??o ao movimento global em prol de uma cultura de ranqueamento. A an?lise do conte?do dos materiais institucionais revelou certas diferen?as, principalmente, em termos de marketing entre institui??es p?blicas e privadas, bem como, demonstrou o uso mercadol?gico dos rankings na educa??o tendo em vista a import?ncia que os segmentos atribuem ao ranqueamento do GE.

Submitted by SBI Biblioteca Digital (sbi.bibliotecadigital@puc-campinas.edu.br) on 2018-12-18T12:44:05Z No. of bitstreams: 1 Armando Gon?alves.pdf: 5332190 bytes, checksum: 448d95c5ed88794f5d3a51515e91ba1d (MD5) / Made available in DSpace on 2018-12-18T12:44:05Z (GMT). No. of bitstreams: 1 Armando Gon?alves.pdf: 5332190 bytes, checksum: 448d95c5ed88794f5d3a51515e91ba1d (MD5) Previous issue date: 2017-10-11 / Academic rankings, indexes, and international, regional and national classifications are phenomena present in higher education since the 20th century and have been expanding in the 21st century with the presence of the global rankings of Shanghai University and the British newspaper The Times. Brazil participates intensively in this trend, both following the performance of its higher education institutions (IES) in the global rankings and producing its national public rankings, from the indicators of the National System of Evaluation of Higher Education (SINAES), and private, as those of the Student Guide (GE) and the University University Ranking (RUF). However, the country has previously had a pioneering academic ranking at the national level of IES, which was published for 19 consecutive years, in a monthly magazine of high circulation of Editora Abril: the ranking Best Faculty of Brazil (RMFB) of Playboy. This research aimed to investigate the trajectory of the RMFB private academic ranking of Editora Abril in the Playboy magazine, from conception to its closure, between the years of 1981 and 2000. In view of the still reduced specific literature in Brazil, this research was contextualized in a state of the art regarding academic rankings and their implications for HEIs around the world, in the light of international scientific literature, which subsidized the understanding of the role of academic rankings for higher education systems, studied the trajectory of the published RMFB by the Brazilian Playboy magazine, identified the main moments of its public trajectory, from its conception in 1981 until its closure in the year 2000, verified aspects of Brazilian higher education present in the reports associated with the RMFB, observed the pioneering of this national academic ranking in Brazil and in the world, and finally raised the methodological aspects and analyzed its main published results along the RMFB trajectory. It is a fundamentally qualitative research that has carried out a methodological triangulation between bibliographical and documentary analyzes and also through semistructured interviews, articulated in order to produce a greater analytical completeness of the phenomenon studied to reach the research objectives. As conclusions of this work we have observed academic rankings expanding in quantity and relevance since the 1980s to our days and all over the world, Brazil as having the first national academic ranking through the Playboy RMFB while the scientific literature still attributes this fact to the US News magazine's America's Best Colleges (RABC) ranking, the journal's team with extensive dialogue with the main actors of Brazilian higher education, and the ranking tables published by this ranking demonstrating a dominance of the University of S?o Paulo ( USP) in the first places of the courses surveyed in most of the 19 editions of the RMFB. / Rankings acad?micos, ?ndices e tabelas classificat?rias internacionais, regionais e nacionais s?o fen?menos presentes na educa??o superior desde o s?culo XX e que v?m se expandindo neste s?culo XXI, com a presen?a dos rankings globais da Universidade de Shangai e do jornal brit?nico The Times. O Brasil participa intensamente desta tend?ncia, tanto acompanhando o desempenho de suas institui??es de ensino superior (IES) nos rankings globais quanto produzindo seus rankings nacionais p?blicos, a partir dos indicadores do Sistema Nacional de Avalia??o da Educa??o Superior (SINAES), e privados, como os do Guia do Estudante (GE) e do Ranking Universit?rio Folha (RUF). No entanto, o pa?s teve anteriormente um ranking acad?mico pioneiro em ?mbito nacional de IES, que foi publicado por 19 anos consecutivos, em uma revista mensal de elevada tiragem da Editora Abril: o ranking Melhores Faculdade do Brasil (RMFB) de Playboy. Esta pesquisa teve como objetivo geral investigar a trajet?ria do ranking acad?mico privado RMFB da Editora Abril na revista Playboy, desde sua concep??o at? seu encerramento, entre os anos de 1981 a 2000. Diante da ainda reduzida literatura espec?fica no Brasil, esta pesquisa foi contextualizada em um estado da quest?o a respeito dos rankings acad?micos e de suas implica??es para as IES em todo o mundo, ? luz da literatura cient?fica internacional, que subsidiou o entendimento do papel dos rankings acad?micos para os sistemas de educa??o superior, estudou a trajet?ria do RMFB publicado pela revista Playboy brasileira, identificou os principais momentos de sua trajet?ria p?blica, desde sua concep??o em 1981 at? seu encerramento no ano 2000, verificou aspectos da educa??o superior brasileira presentes nas reportagens associadas ao RMFB, observou o pioneirismo deste ranking acad?mico nacional no Brasil e no mundo e, finalmente, levantou os aspectos metodol?gicos e analisou seus principais resultados publicados ao longo da trajet?ria do RMFB. Trata-se de uma pesquisa fundamentalmente qualitativa e que realizou uma triangula??o metodol?gica entre an?lises bibliogr?ficas, documentais e tamb?m por meio de entrevistas semiestruturadas, articuladas de forma a produzir uma maior completude anal?tica do fen?meno estudado para atingir os objetivos da pesquisa. Como conclus?es desse trabalho observou-se os rankings acad?micos expandindo-se em quantidade e relev?ncia desde a d?cada de 1980 at? nossos dias e por todo o mundo, o Brasil como tendo o primeiro ranking acad?mico nacional por meio do RMFB da Playboy enquanto a literatura cient?fica ainda atribui esse fato ao ranking America?s Best Colleges (RABC) da revista U.S. News, a equipe da revista com amplo di?logo junto aos principais atores da educa??o superior brasileira, e as tabelas classificat?rias publicadas por esse ranking demonstrando uma domin?ncia da Universidade de S?o Paulo (USP) nos primeiros lugares dos cursos pesquisados na maior parte das 19 edi??es do RMFB.