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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
191

Um escritor excepcional, uma obra de exceção: o inferno provisório e as movimentações de Luiz Ruffato no campo literário brasileiro

Cerqueira, Rodrigo da Silva 30 September 2016 (has links)
Submitted by Renata Lopes (renatasil82@gmail.com) on 2017-01-11T17:25:15Z No. of bitstreams: 1 rodrigodasilvacerqueira.pdf: 1861404 bytes, checksum: d367962dff6dd66c47914f4a9ad0e74e (MD5) / Approved for entry into archive by Diamantino Mayra (mayra.diamantino@ufjf.edu.br) on 2017-01-31T11:18:24Z (GMT) No. of bitstreams: 1 rodrigodasilvacerqueira.pdf: 1861404 bytes, checksum: d367962dff6dd66c47914f4a9ad0e74e (MD5) / Made available in DSpace on 2017-01-31T11:18:24Z (GMT). No. of bitstreams: 1 rodrigodasilvacerqueira.pdf: 1861404 bytes, checksum: d367962dff6dd66c47914f4a9ad0e74e (MD5) Previous issue date: 2016-09-30 / O presente trabalho objetiva analisar as movimentações de Luiz Ruffato no campo literário brasileiro, norteando-se pela maneira como o escritor situa nesse espaço o Inferno provisório, conjunto de livros por ele publicado entre 2005 e 2011. O que se pretende aqui é um estudo de trajetória, a fim de que se possa esmiuçar as tomadas de posição do escritor no campo literário em que ele se insere e no qual tenta instituir uma posição particular. O trabalho dividir-se-á em cinco capítulos. No primeiro, buscamos averiguar o processo de formação do escritor, investigando como se dá a incorporação de certos habitus e a possível transformação desses em prática artística. Para isso, analisamos relatos em tons autobiográficos com que Ruffato se insere no campo, textos públicos (entrevistas e depoimentos) através dos quais o autor se posiciona, construindo para si uma autoimagem sobre cujas características básicas refletiremos. Pesam também nesse estudo sobre a formação de Luiz Ruffato como escritor as primeiras incursões literárias profissionais, tímidos passos no campo literário, mas que já revelam procedimentos e posicionamentos a serem potencializadas em momentos futuros de sua trajetória. No segundo capítulo, buscaremos compreender como se dá o início da trajetória profissional do autor, analisando seus três primeiros livros. Neste capítulo em especial, interessar-nos-á as estratégias adotadas pelo autor para inserir suas obras, as relações e aproximações com séries literárias várias que ele vai facultando a fim de criar para si uma posição particular, a maneira como o produtor movimenta-se no campo. O terceiro capítulo já estabelece o estudo em diálogo com o Inferno provisório. Nele, o mesmo tipo de análise desenvolvido no segundo capítulo é agora articulado à pentalogia desenvolvida pelo autor entre 2005 e 2011. Analisamos, sobretudo, a presença desse projeto literário em textos públicos que datam do fim da década de 1990, sopesando seus traços mais marcantes, seus desvios de rota e a relação entre tais movimentos e os lugares que o escritor vai ocupando no campo de produção. Já os dois últimos capítulos desta tese objetivam analisar os movimentos de Luiz Ruffato na própria escrita do Inferno provisório. Lendo os cinco volumes da pentalogia, buscamos averiguar se há possibilidade de a escrita conservar traços de outras tomadas de posição do escritor, o trânsito que ele estabelece no campo literário, a autoimagem que vai construindo para si e o lugar específico que tenta criar para seu nome. / The current task aims to analyze how Luiz Ruffato moves himself at Brazilian’s literary field studying how the writer situates Inferno provisório, books set released by the author between 2005 and 2011, in this space. What is intended here is an study about a writer’s trajectory, in order to read his stances and a particular position that he tries to institute. The task is divided in five chapters. In the first one, we seek to ascertain the writer’s formation process, investigating his incorporation of habitus and its possible formulation on artistic practices. For doing this, we analyze autobiographical reports with which Ruffato inserts himself on the literary field, public texts (interviews and statements) through which the author establishes a position; building a self image on whose basic characteristics we shall reflect. It’s also important for the study about Ruffato’s formation process, his first literary experiments, first steps on the literary field that, however, reveals procedures and position that will be potentiated in future moments. On the second chapter, we’ll try to understand the beginning of Ruffato’s professional trajectory analyzing his first three books. On this chapter, the strategies that the author adopts do insert his work on the literary field interest us, the relations and approximations with literary series that he provides in order to create a singular position, how the author build movementes. The third chapter establishes a relation with Inferno provisório. In this point, our goal is to maintain the type of analysis present in the second chapter, but now with the set of books published between 2005 and 2011. About everything, we analyze the presence of the project in public texts in the late 1990’s, positioning its remarkable features, detours and the places that the author occupies in the production field. The last two chapters search to reveal Ruffato´s movements in Inferno provisório’s writing. Reading the five volumes of the set we try to ascertain if there is a possibility for the literary writing to be considered as a carrier of author’s positioning, the place that he tries to occupy on literary field, the self image that he builds to conclude this objective.
192

Não caber + Início da pesquisa Estou na frente da câmera mas a minha cabeça está atrás dela ou A performance da diretora ou A performance da crítica / -

Graziela Krohling Kunsch 01 August 2016 (has links)
1) A pesquisa artística não pode se subordinar à obediência acadêmica. 2) A presença de cineastas como personagens de seus próprios filmes, interpretando seus próprios papeis, talvez seja o mais próximo que o cinema chega da performance. Essa presença, de caráter supostamente documental, se dá sempre com a consciência que o realizador/a realizadora tem da câmera, de modo que exerce o duplo papel de atorencenador (como Renato Cohen descreve o performer) ou protagonista-observador de sua própria atuação (Jorge Glusberg). A frase que dá título à esta parte da pesquisa - \"Estou na frente da câmera mas a minha cabeça está atrás dela\" - foi dita por Jean-Luc Godard durante a sua participação no filme Quarto 666, de Wim Wenders. 3) A crítica do artista tende a ser sempre individual; a verdadeira crítica só pode ser coletiva. / 1) Artistic research cannot be subordinated to academic obedience. 2) The presence of filmmakers as characters in their own movies, playing their own roles, is perhaps the closest cinema gets to performance. This presence, supposedly documentary-oriented, always occurs with the awareness that the director has of the camera, so that he/she performs the dual role of actor-director (as Renato Cohen describes the performer) or actor-observer of his own performance (Jorge Glusberg). The sentence used as title of this part - \"I\'m in front of the camera but my head is behind it\" - was said by Jean-Luc Godard while participating in the film Room 666, by Wim Wenders. 3) Artist\'s criticism tends to be always individual; the real criticism has to be collective.
193

A autoimagem do aluno de português à luz da semântica de frames

Loures, Luciene Fernandes 20 October 2013 (has links)
Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-03-23T10:59:54Z No. of bitstreams: 1 lucienefernandesloures.pdf: 3530223 bytes, checksum: c58921a1ee8e43cc396aab44194419c0 (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-04-24T02:27:52Z (GMT) No. of bitstreams: 1 lucienefernandesloures.pdf: 3530223 bytes, checksum: c58921a1ee8e43cc396aab44194419c0 (MD5) / Made available in DSpace on 2016-04-24T02:27:52Z (GMT). No. of bitstreams: 1 lucienefernandesloures.pdf: 3530223 bytes, checksum: c58921a1ee8e43cc396aab44194419c0 (MD5) Previous issue date: 2013-10-20 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O presente estudo tem como questão a imagem que alunos de Português constroem sobre si mesmos a partir de suas vivências positivas ou negativas em sala de aula. Trata-se de um estudo de caso de caráter híbrido – linguístico e educacional - desenvolvido mediante análise do discurso (relatos escritos) de 188 alunos do nono do ensino fundamental e do segundo ano do ensino médio de sete escolas da rede estadual de ensino da cidade de Juiz de Fora. O coração teórico deste estudo advém da Linguística Cognitiva (LAKOFF, 1987, 1989, 1980, 1999; LAKOFF e JOHNSON, 1999, 2002; FILLMORE, 1987 1982) e, em especial, da Semântica de Frames (FILMORE, 1982) e do projeto lexicográfico FrameNet (www.framenet.icsi.berkeley.edu). Partindo da categoria analítica central, frames, promove-se a análise semântica da autoimagem discente que é, em seguida, interpretada à luz de uma moldura teórica multidisciplinar (BAUMAN, 2001, 2005,2007, 2008, 2011; FAUCONNIER e TURNER, 2002; TOMASELLO, 2003; GNERRE, 1985, 1991; BOURDIEU, 1983; OLIVEIRA, 2000 e MIRANDA, 2005, 2012, dentre outros). Procedimentos metodológicos adotados neste estudo de caso definem-se pelo caráter misto- quantitativo e qualitativo (TASHAKKORI e TEDDLIE (1998)) e pelo uso da narrativa de experiência como forma de construção da base de dados (THORNBORROW e COATES (2005), REGO (2003) e FABRÍCIO E BASTOS (2009). Os resultados analíticos se desenrolam, assim, a partir da descrição de uma rede quatro superframes evocados pelo discurso discente: Foco_no_Experienciador, Autoavaliação_Desempenho Escolar, Autoavaliação_Comportamento Escolar e Experiência_Escolar. O exercício interpretativo dos frames de Autoavaliação permite desvelar uma identidade escolar profundamente negativa, marcada pelo sentimento de dificuldade, de incapacidade, de tentativa e fracasso e de um decorrente afastamento e mesmo rejeição (60,5% - não gosto,detesto, odeio, não sou chegado) em relação à disciplina de Língua Portuguesa. Mitos e preconceitos acerca dos usos da língua sustentam tal imagem. Por outro lado, o destaque dado a experiências positivas (86,5% das cenas de Experiência_Escolar) lança luzes sobre o caminho desejado para as práticas de ensino de Língua Portuguesa e demarca a grande rejeição ao papel de meros expectadores que , via de regra, os alunos ocupam no processo de ensino-aprendizagem. Neste enquadre investigativo, este trabalho filia-se ao macroprojeto “Ensino de Língua Portuguesa – da Formação Docente à Sala de Aula” (FAPEMIG - CHE-APQ-01864-12), inscrito na linha de pesquisa Linguística e Ensino de Língua do PPG- UFJF. / This research aims to study the image Portuguese students have of themselves based on the positive and negative experiences they have had in the classroom. It is a hybrid case study – both linguistic and educational – developed by the analysis of the discourse (written reports) of 188 students on the ninth grade of Elementary School and on the second year of High School from seven schools of the state education network in the city of Juiz de Fora. The theory used in this work is derived from Cognitive Linguistics (LAKOFF, 1987, 1989, 1980, 1999; LAKOFF and JOHNSON, 1999, 2002; FILLMORE, 1987 1982), and, especially, from Frame Semantics (FILLMORE, 1982) and from the lexicographical project FrameNet (www.framenet.icsi.berkeley.edu). From the main analytical category, the frame, the semantic analysis of the students’ self-image is performed. Such image is, after that, analyzed by the light of a multidisciplinary theoretical framework (BAUMAN, 2001, 2005, 2007, 2008, 2011; FAUCONNIER and TURNER, 2002; TOMASELLO, 2003; GNERRE, 1985, 1991; BOURDIEU, 1983; OLIVEIRA, 2000 and MIRANDA, 2005, 2012, among others). The methodological procedures used in this case study are defined by their both qualitative and quantitative character (TASHAKKORI and TEDDLIE (1998) and by the use of personal experience narratives as a way to build a data base (THORNBORROW and COATES (2005), REGO (2003) and FABRÍCIO E BASTOS (2009)). The analytical results come from the description of a net of four super frames evoked by the students’ discourse: Experiencer_Foccus, Self-Evaluation_School Performance, Self-Evaluation_School Behavior and School_Experience. The interpretation of the Self-Evaluation frames allows us to perceive a very negative school identity, characterized by feelings of difficulty, incapacity, failure and success, and of a subsequent withdrawal and even rejection (60,5% - I don’t like, I hate, I’m not into) regarding the subject Portuguese Language. Myths and prejudices about the language use support such scenario. On the other hand, the prominence given to positive experiences (86,5% of the scenes on School_Experience) shed light on the desired path for the practices of Portuguese Language teaching, and marks a great rejection of the role of mere spectators usually played by the students on the teaching-learning process. In this analytical framework, this study is a part of the macro project “Portuguese Language Teaching – from Teacher Education to the Classroom” (“Ensino de Língua Portuguesa – da Formação Docente à Sala de Aula”, in Portuguese) (FAPEMIG - CHE-APQ-01864-12), registered in the research line Linguistics and Language Teaching of the Linguistics Graduation School program (PPG Linguistica) at the Federal University of Juiz de Fora (UFJF).
194

Goal Pursuit Perspective on Conflict Resolution and its Relationship with Psychological Well-being

Brodérus, Sofie, Malmborg, Rebecca January 2017 (has links)
It is proposed that goal pursuit is related to how we resolve conflicts with others, and with our psychological well-being. The aim of the current study was to investigate whether there is an association between individual’s interpersonal goals (compassionate and self-image goals), conflict management style (integrating, compromising, obliging, dominating and avoiding), and psychological well-being. To further investigate the role of interpersonal goals, we designed a self-report questionnaire to measure the preference of compassionate goals as opposed to self-image goals in social conflict situations. Seventy university students completed an on-line questionnaire. The results showed that compassionate goals are negatively associated with dominating style, and positively associated with integrating, compromising and obliging style. Self-image goals correlated positively with dominating style, and negatively with integrating style. Furthermore, individuals with higher levels of self-image goals have a consistent way of dealing with conflicts in different situations. There was no statistically significant association between psychological well-being and interpersonal goals or conflict management style. The results are discussed in light of previous findings and concrete suggestions for further research are presented. / Det föreslås att ens strävan efter ett mål är relaterat till hur man löser konflikter med andra, och vårt psykiska välmående. Syftet med studien var att undersöka sambandet mellan individers interpersonella mål (medkännande och självbildsmål), konflikthanteringsstil (integrerande, kompromissande, tjänstvillig, dominerande och undvikande), och psykologiskt välmående. För vidare undersökning av interpersonella måls roll, designade vi ett självrapport frågeformulär för att mäta preferens av medkännande mål i motsats till självbildsmål i sociala konfliktsituationer. Sjuttio universitetsstudenter slutförde online frågeformulären. Resultatet visade att medkännande mål är negativt associerade med dominerande stil, och positivt med integrerande, kompromissande och tjänstvillig stil. Självbildsmål korrelerade positivt med dominerande stil, och negativt med integrerad stil. Dessutom, individer med höga nivåer av självbildsmål hanterar konflikter på ett konsekvent sätt genom olika situationer. Det var inget statistiskt signifikant samband mellan psykologiskt välmående och interpersonella mål eller konflikthanteringsstilar. Resultaten är diskuterade med hänsyn till tidigare fynd och konkreta förslag på framtida forskning är presenterad.
195

Validation d'un outil d'investigation de l'image de soi / Evidence on the dimensions of the Q-PE

Yakimova, Sonya 15 January 2016 (has links)
La théorie contemporaine de Validité met l’accent sur la validité de construit des inventaires psychologiques et sur la nécessité de mettre à jour les arguments de validité qui sous-tendent leur interprétation. C’est pourquoi la société éditeur a lancé une nouvelle campagne de validation, dans le cadre de cette thèse CIFRE, pour le questionnaire d’auto-évaluation de son outil en développement Q-PE). Q-PE investigue l’image de soi dans un contexte professionnel au moyen d’un inventaire personnologique qui mesure 10 dimensions bipolaires liées aux cinq dimensions du modèle personnologique Big Five au moyen de 70 items à choix obligé (ICO), chacun constitué de deux propositions de réponse. Nos deux objectifs principaux étaient d’étudier 1) la représentativité et la pertinence du contenu de l’actuelle version du Q-PE au regard du Big Five, 2) la validité de l’appariement des items en investiguant si les deux options de réponse de l’item sont des indicateurs d’une ou de plusieurs mêmes dimensions ou si elles renvoient à des dimensions différentes. Les résultats des trois études de cette thèse montrent que les options de réponse du Q-PE, à l’exception de quelques-unes, mesurent des dimensions du Big Five ainsi que des dimensions de Réalisation, de Rigueur et de Combativité. L’appariement des options de réponse, étudié pour 53 ICO et en attente d’analyses supplémentaires pour les 17 ICO dont les options de réponse n’ont pas été administrées aux mêmes participants, peut être considéré comme bien adapté pour 65% des ICO étudiés. Ces recherches dégagent donc plusieurs arguments de validité en faveur du Q-PE administré dans un contexte professionnel, apportent des éléments d’information sur les dimensions qui sous-tendent la description de l’image de soi et dégagent plusieurs pistes pour continuer le processus de validation. / The contemporary theory of Validity emphasizes the construct validity of psychological inventories and the need to make updates about existing arguments of validity that underlie their interpretation. For this reason the enterprise editor launched a new validation campaign, as part of this CIFRE thesis, for the self-assessment questionnaire of its (Q-PE). The Q-PE investigates the self-image in a professional context by 70 forced choice items (FCI), each consisting of two response proposals, and measures 10 bipolar dimensions related to the Big Five or The Five-factor model of personality. Thus, our two main objectives were to study 1) the representativeness and the relevance of the content of the current version of Q-PE under the Big Five theoretical model, 2) the validity of matching the proposals in items, for example, we investigate if the item proposals are indicators of one or more same dimensions or if they refer to different dimensions. The results of the three studies in this thesis show that the Q-PE item proposals, with little exception, measure personality traits in reference to the Big Five dimensions of personality as well as to the dimensions of Realization (Achievement), Rigor and Combativeness. Regarding matching between items, 65% of 53 FCI that could be studied are considered as suitable and further analysis are awaited for the 17 FCI which answer options were not administered to the same participants. This research provides therefore some more validity arguments in favor of Q-PE, brings some information about the dimensions that underlie self-image description and its evaluation in a professional context and releases ways to continue this validation process
196

ASPERGER. IDENTITET OCH SJÄLVBILD MELLAN NORMALITET OCH AVVIKELSE

Johansson, Johanna January 2019 (has links)
Antalet neuropsykiatriska diagnoser och antal personer som diagnostiseras har ökat de senaste året. Diagnostiseringen kan dock ha djupare betydelse och bidra till stigmatisering och utanförskap, men samtidigt medföra stöd och ge identitet och samhörighet. En förhållandevis ny och omdebatterad diagnos är Asperger syndrom (hädanefter refereras som AS). Diagnosen ströks 2003 och ingår numera i autismspektrumsyndrom. AS-begreppet används dock ändå och alltfler personer växer upp och/eller identifierar sig med diagnosen. Jämförelsevis få studier söker fånga individers upplevelser och därför försöker denna studie undersöka hur personer med AS-diagnos själv beskriver sin upplevelse. Syftet med denna studie var således att beskriva upplevelsen av att ha en AS-diagnos i relation till identitet och självbild kopplat till normalitet/avvikelse. Ett kvalitativt tillvägagångssätt, baserat på semistrukturerad intervjuer, har använts. Fem personer med AS-diagnos över 18 år i södra Sverige intervjuades; resultaten analyserades med hjälp av tematisk analys. Fyra huvudkategorier identifierades: (1) Att få och att ha AS (upplevelser, känslor och vad AS betyder för individen); (2) att kamouflera, passera och framträda (informanternas upplevelse av sin skillnad, de svårigheter som AS kan medföra samt de ansträngningar de gör för att övervinna dessa); (3) mötet med okunskapen – att leva i fördomarnas paradis (den betydelse okunskapen om AS-diagnosen har för informanterna och hur detta kommer till uttryck och får för konsekvenser för identitet/självbild i form av att samhället betraktar personer med AS-diagnos som annorlunda och avvikande); och (4) att leva i en slags marginal av normalitet, i gränslandet mellan avvikande och normal (informanternas upplevelse av att inte riktigt passa in i vare sig normalitetsmallen eller funktionshindermallen). Att ha en AS-diagnos är alltså komplext och mångfacetterat. / The number of neuropsychiatric diagnoses and the number of persons being diagnosed have increased during recent years. To receive a diagnosis may, however, have a deeper meaning, e.g. stigmatisation and alienation, but also increased societal support, and an identity and a sense of belonging. One such diagnosis is Asperger’s Syndrome (henceforth referred to as AS). However, both the diagnosis per se, and diagnostics, have remained highly debated, and since 2003 AS has been omitted, instead included in the overall Autism Spectrum Syndrome. The AS concept is, however, still in use, and an increasing number of persons are growing up and identify with having AS. But, the question remains what it actually means for a person to have AS. Comparatively few studies have focused the individual experience of AS, fewer yet concerning self-image/identity, normality/deviation in relation to AS. Hence, the aim of this study was to describe the experience of having AS concerning identity and self-image in terms of normality/deviation. A qualitative method was used; data gathered with semi-structured interviews with five persons with AS, and over 18 years of age, living in southern Sweden. Results were analysed thematically, and fell into four main categories: (1) Getting AS (or to receive, and have AS), including reaction upon learning of the diagnosis, and experiences and emotions connected to the individual meaning of the diagnosis); (2) camouflaging, passing and showing, i.e. the ways in which the individual deal with self-consciousness surrounding questions of being different, but also worries of what difficulties they can experience, and how to overcome these issues; (3) meeting ignorance, i.e. how the general state of ignorance and preconceptions concerning Asperger syndrome affects the individual, how such aspects manifest, and how they may affect self-image and identity; and (4) living on the margins of normalcy, to live in on the border between abnormal and normal, and to not fit in, neither with societal norms of normality, nor concepts of disability. Hence, based on the overall results of the study, it was concluded that having AS is a multi-faceted and complex experience.
197

God's Estranged Child: Self-Deprecating Images in Edward Taylor's Preparatory Meditations

Therber, Nancy Eileen 08 1900 (has links)
Throughout his Preparatory Meditations, Edward Taylor used many images to deprecate himself. These images reflected his Puritan religious beliefs rather than an extremely low self-image. The themes of his poetry were taken from the Bible, but they reflected the many duties which befell him in conjunction with his ministry at Westfield. By using images which were most familiar to him and the rhetorical devices of the seventeenth century, Taylor sought to seek God's forgiveness by doing His will--confessing personal guilt, asking for forgiveness, and praising God's mercy. Because the meditations were directed only to God, Taylor never sought to publish them. Like the child he so desperately wanted to be looked upon as, he sought only his father's favor.
198

Hodnocení výkonnosti podniku podle modelu Start Plus a návrhy na zlepšení / Company Performance Assessment according to Model Start Plus and Proposals for the Improvement

Martincová, Marie January 2020 (has links)
The diploma thesis deals with the evaluation of the performance of a selected company using one of the evaluation models, namely the Start Plus model. Based on this model, an analysis of the company was performed, the output of which was the identification of the company's strengths and areas for improvement. In selected areas changes have been propesed aiming to reduce costs and streamline processes of the company.
199

“Jag vill ha mer än bara en försmak…” : En kvalitativ studie om sexuella rättigheter och fysisk funktionsnedsättning / ” I want more than just a taste” : A qualitative study about sexual rights and physical disability

Larsson, Amanda January 2021 (has links)
Being viewed as a sexual being is perhaps not something often considered by most able-bodied people. Yet, lacking that kind of consideration is not a luxury that people with physical impairments naturally get. The purpose of this study is to, by using the perspective of crip theory and the social model, examine how the societal view of physical impairment and sexuality affect people with physical impairments and their ability to express and act on their sexuality. Five interviews were transcribed from two podcasts wherein four interviewees, two cisgendered men and two cisgendered women, talk about their personal experiences with navigating a socially, and sometimes physically, inaccessible sexual marketplace. Results show that all four interviewees agree that a societal view of people with physical impairments as unattractive and asexual has affected their self-esteem and self-image by having internalized the societal ableist attitudes of what it means to have an attractive body and to be an attractive partner. Results also show how the female interviewees have experienced an increased need for affirmations of their physical attractiveness through sexual and romantic relationships and how they believe these needs to be grounded in their internalized ableism.  Furthermore, the results of this study reveal how the male interviewees believe their acts of having bought sexual services from sexual surrogates to be grounded in the sexual exclusion they experience from the sexual market because of their physical impairments.
200

"Representera mig, jag är en del av samhället" : En kvalitativ studie om konsumenters attityd gentemot mångfald inom visuell marknadsföring

Shaaya, Amanda, Beyene, Danait January 2020 (has links)
Syfte: Syftet med denna studie är att söka en djupare förståelse kring konsumenters attitydskapande gentemot ett varumärke när marknadsföring innehåller mångfald. Metod: För att uppfylla syftet med studiens genomfördes en kvalitativ forskningsstrategi där fokus på respondenters beskrivningar och erfarenhet av olika situationer kring det valda ämnet legat som grund för undersökningen. Detta gjordes med hjälp av individuella semistrukturerade intervjuer bestående av 20 personer i åldrarna 20–30 år med varierande kön. Följande teorier inkluderas i studien: self congruity, consumer brand identification, människan påverkas av det visuella, multikulturell marknadsföring och konsumenters relation till varumärken. Slutsats: I och med denna studie och dess resultat går det att konkludera att konsumenters attityd påverkas av visuell marknadsföring som innehåller mångfald. / Purpose: The purpose of this study is to seek a deeper understanding of consumer attitudes towards a brand when marketing contains diversity. Method: In order to fulfill the purpose of the study a qualitative research strategy was used, focusing on the participants experiences on different situations as the basis for the study. 20 participants, between the ages of 20 to 30 years old, were individually interviewed. The following theories are included in the study; self-congruity theory, consumer brand identification, individuals being influenced by visuals, multicultural marketing and consumer relationship with brands. Conclusion: The study shows that the consumers attitude is influenced by visual marketing that contains diversity.

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