Submitted by Nadir Basilio (nadirsb@uninove.br) on 2016-05-16T17:31:33Z No. of bitstreams: 1 Lucas Reis.pdf: 2393589 bytes, checksum: 43671be52da3e61831b8cf1139939aa6 (MD5) / Made available in DSpace on 2016-05-16T17:31:33Z (GMT). No. of bitstreams: 1 Lucas Reis.pdf: 2393589 bytes, checksum: 43671be52da3e61831b8cf1139939aa6 (MD5) Previous issue date: 2016-12-18 / One of the indications that skateboarding is strong professionalization process in Brazil is the frequent use of the skateboarding subculture in commercials, soap operas and printed advertisements, he characterizes the sport as a way of meaning the product transfer. In line with this context, this study aims to investigate how the cultural significance of transfer occurs when no sports companies use skateboarding in commercials, and how you react to the influences on the behavior of consumers, analyzed in six dimensions: admiration, contempt, meaning transfer to the product, dispersion, perception and purchase intent. It is an exploratory research, with qualitative method, which used two focus groups as the data collection process (practicing and non-practicing) with five participants each, and subsequent content analysis; we used the Atlas Ti software for encoding the collected material. The results show that there are more similarities than differences in consumer behavior between the two, the intention to purchase was declared before the practitioners, however, others admitted that the commercials with skateboarding called attention to the point of the product make If option. The brand recall and elements of the game such as speed, balance, radicalism, wellness area and adrenaline were cited in both groups. The results showed that company VIVO applied best to transfer meaning of skateboarding to the product and the company that got more endurance was the Banco Itaú, due to the presence of a non-legal representative caused noise in communication, especially for individuals who do not practice the mode. / Um dos indícios de que o skateboarding está em forte processo de profissionalização no Brasil é o frequente uso da subcultura skate em filmes publicitários, em novelas e em propagandas impressas, ele caracteriza a modalidade como forma de transferência de significado a produtos. Alinhado a esse contexto, este estudo tem o objetivo de investigar de que modo a transferência de significado cultural ocorre quando empresas não esportivas utilizam o skateboarding em filmes publicitários, e como reage às influências no comportamento de consumidores, analisados em seis dimensões: admiração, desprezo, transferência de significado ao produto, dispersão, percepção e intenção de compra. Trata-se de uma pesquisa exploratória, com método qualitativo, que utilizou dois grupos focais como processo de coleta dos dados (praticantes e não praticantes) com cinco participantes cada, e posterior análise de conteúdo; utilizou-se o software Atlas Ti para codificação do material coletado. Os resultados mostram que há mais semelhanças do que diferenças no comportamento dos consumidores, a intenção de compra foi declarada perante os praticantes, no entanto, os outros admitiram que os filmes publicitários com o skateboarding chamaram a atenção a ponto de o produto tornar-se opção de compra. A lembrança da marca e elementos da modalidade como velocidade, equilíbrio, radicalismo, bem-estar, domínio e adrenalina foram citados entre ambos os grupos. Os resultados apontaram que empresa VIVO aplicou melhor a transferência de significado, do skateboarding ao produto, e a empresa que obteve resistência foi o Banco Itaú, devido a presença de um representante não legitimo causou ruído na comunicação, principalmente para os sujeitos não praticantes da modalidade.

Master of Landscape Architecture / Department of Landscape Architecture/Regional and Community Planning / Stephanie A. Rolley / Much like designing golf courses, designing and building skateboard parks requires very specific knowledge. This knowledge is difficult to obtain without firsthand experience of the sport in question. An understanding of how design details such as alignment, layout, surface, proportion, and radii of the curved surfaces impact the skateboarder's experience is essential and, without it, a poor park will result. Skateboarding is the fastest growing sport in the US, and new skate parks are being finished at a rate of about three per day. Cities and even small towns all across North America are committing themselves to embracing this sport and giving both younger and older participants a positive environment in which to enjoy it. In the interest of both the skateboarders who use them and the people that pay to have them built, it is imperative that these skate parks are built correctly. Landscape architects will increasingly be called upon to help build these public parks in conjunction with skate park design/builders. At present, the relationship between landscape architects and skate park design/builders is often strained due to the gaps in knowledge between the two professions. This does not have to be the case. This thesis synthesizes information about skate parks into design guidelines for landscape architects. This information comes from: 1. A case study of the Kansas City Skate Plaza (a.k.a. Penn Valley Skate Park), involving skating of the park, video/photography, physical measurements, and site analysis. 2. Books, articles, movies, and websites concerning ethnography, landscape architecture, concrete construction methods, skate park and pool construction methods,landscape architecture for public spaces, and skateboarding/ skateboarding culture. 3. Interviews with landscape architects, skate park design/builders, and skateboarders. The intent of this thesis is to help landscape architects familiarize themselves in preparation for working with the skate park design/builders.

With painting I find myself asking a lot of questions and finding very few answers, but I think it is a healthy and necessary process. This constant questioning parallels life outside of art for that reason. Life is full of unanswerable questions, and that is part of the reason why I make paintings. It is a strange way of accepting and dealing with the unknown. In this thesis I explain my relationship to the practice of painting. I reveal the actual processes I go through when making a painting, and investigate the content, or lack thereof, in my abstract paintings.

A pesquisa parte da análise dos múltiplos sentidos atribuídos à prática da modalidade street skate em São Paulo. Por meio da etnografia pretende-se evidenciar não só aspectos em torno do exercício de uma prática esportiva, mas, sobretudo, as implicações em virtude dos usos e apropriações dos espaços urbanos por parte dos citadinos. De uma forma bem ampla, vislumbra-se mostrar como a cidade pode ser lida e ordenada simbolicamente por meio de um olhar skatista. A partir do trabalho de campo realizado pretendeu-se descrever, analisar e acompanhar até onde fosse possível o que perpassou as redes criadas através de um evento chamado Circuito Sampa Skate. Nesse sentido, ao pesquisar os diversos lugares skatáveis da cidade e seus respectivos picos, a referência etnográfica não é um único espaço ou aglutinações de pessoas, mas sim, uma multiplicidade de espaços e de atores que se encontram articulados por meio de redes mais amplas de relações. Desse modo, tem-se a chance de relacionar os distintos recortes inseridos no universo do street skate em São Paulo, sendo esse não definido a priori, mas construído a partir de discursos, práticas e representações heterogêneas, e em meio a uma dinâmica relacional que se manifesta situacionalmente. / This study part of the analysis of the multiple meanings attributed to the practice of street skateboarding in São Paulo. Through ethnography aims to highlight not only issues surrounding the practice of a sport, but mainly the implications of the uses and appropriations of urban space; and how the city can be read symbolically and ordered through a olhar skatista. From the fieldwork was intended to describe, analyze and follow as far as possible what was passed overt the networks created through an event called Circuito Sampa Skate. In this sense, to research the various lugares skatáveis of the city and their respective picos, the reference is not an ethnographic single space or clumps of people, but rather a multiplicity of spaces and actor that are articulated through wider networks of relations. Thus, there is a chance to relate the different cuttings of the universe of street skateboarding in São Paulo, this is not defined a priori, but constructed out of discourses, practices and representations heterogeneous, and in the middle of a dynamic relational manifested situationally.

This thesis focuses on the skateboarding industry in China as both a youth subculture and a cultural industry. I am investigating the transition between the two and examining how the emerging skateboarding industry operates through detailed analysis of the feelings, motivations and meanings attributed to it by its participants and the emerging strata of cultural workers. In order to achieve this research objective, this thesis has positioned the analysis in a triangle of forces between the development of Chinese skateboarding culture, the emerging skateboarding cultural industry and government interventions. This ethnographic study takes into account distinctive characters in the development of Chinese skateboarding communities that signify continuities inside contemporary Chinese youth cultures. I argue that such continuity is still embedded in the organisation of the Chinese skateboarding industry as a cultural industry, in both subcultural and corporate entrepreneurial practices. Moreover, this thesis contributes to ongoing discussions in the field of not only cultural studies but also of the political economic analysis of cultural/creative industries by examining the dynamic incorporations at play between the commercial and governmental forces at the centre of current debate around the inclusion of skateboarding in the Olympic Games, and the consequences of the sportisation of skateboarding in mainstream economic structures. Last but not least, this research captures the working conditions of the cultural labourers who are at the forefront of shaping and reshaping the Chinese skateboarding industry.

A presente tese revela como a citadinidade é permeada por múltiplas configurações, enquadramentos, agenciamentos e contradições, além do jogo relacional entre estratégias e táticas que ocorre numa São Paulo considerada a partir de uma perspectiva citadina. A realização do skate de rua (street skate) constitui-se como foco de uma investigação que o trata não apenas como uma prática multifacetada que transcorre no urbano, mas, igualmente, como sendo uma própria prática do urbano transposta por resistências, transgressões, conflitos e negociações, enfim, por posicionamentos díspares frente às governanças que são feitas dos espaços da cidade. Desta forma objetiva-se analisar como os skatistas embaralham certos ordenamentos urbanos e põem em suspensão embelezamentos estratégicos de uma cidade gerenciada como mercadoria e voltada para práticas de cidadania que são englobadas sobretudo por lógicas de consumo. As abordagens etnográficas aqui contidas revelam ainda como jovens citadinos questionam premissas que permeiam lugares próprios marcados por esperadas univocidades e estabilidades por meio de suas artimanhas, percepções, maneiras e experiências e contribuem, assim, para a redefinição do espaço enquanto um lugar praticado com a apregoação de novas leituras e valores simbólicos. A São Paulo do skate, portanto, apresenta-se não como uma realidade definida a priori, como algo acabado e definido, mas em permanente construção em razão de seu caráter relacional e situacional. / This thesis explores the multiple configurations, distinct agencies, negotiations and contradictions which compose the fabric and fabrication of cities and urban lives. I particularly focus on the tactical negotiations developed by street skateboarders to overcome the restrictive urban policies in São Paulo city. I recognize tactics and strategies as powerful conceptual tools to analyses how the practice of street skateboarding involves struggles, resistances, transgressions, conflicts and negotiations, and different positions against the structures of power and control produced by urban government policies over the public areas. In other words, I examine how street skateboarders tactically resist certain urban planning and question some strategic embellishments of a metropolis managed by and for consumption interests. Thus I contribute to urban anthropology studies by revealing how skateboarders through their own perceptions, manners and experiences creatively challenge the premises which permeate proper places marked by expected univocalities and stabilities. My study argues that those young dwellers produce new approaches and symbolic values which contribute crucially to the redefinition of public space as a place practiced. The São Paulo of skateboarding, therefore, presents itself not as something finished and defined, but in permanent construction due to its relational and situational character.

In recent years research and planning efforts to enhance the conditions and opportunities for active transportation modes have increased significantly; however, these efforts have primarily focused on pedestrians and bicyclists. Skateboarding and other alternative modes of mobility remain an untapped potential for healthy and sustainable travel. This research addresses numerous knowledge gaps in the literature on utilitarian skateboarding under the larger umbrella of active transportation. Analysis of online survey results and semi-structured interviews with skateboarders in Portland, OR provides insight into the motivations and barriers of traveling by skateboard and the demographics and perceptions of skateboard commuters. Like bicyclists and pedestrians, skateboarders value safe, comfortable, and aesthetically pleasing places to travel and are sensitive to surface conditions, distance, and slope. These similarities present a unique opportunity for cities to create facilities that accommodate diverse users. Disaggregating results by the respondents' gender, skill level, and frequency of transportation-oriented skateboarding highlights significant differences in levels of perceived safety and the practicality of utilitarian skateboarding. The findings have implications for the future of active transportation planning which support Elaine Stratford's vision of "generous geographies that allow for more, and playful, mobilities in the city."

The study focuses on the types of cultural practice that are, in the main, generated by the young people themselves (hereafter referred to as youth generated cultures) who fall within the age group of 14-20 yrs of age. The research was undertaken in the Western Sydney region, which is the largest expanding population in Australia, and is regularly defined as a socio-economically disadvantaged region, therefore, an important factor within this study is the issue of class determinants. The paper explores the youth generated cultural practice of graffiti, skateboarding, street machining, and street dancing. These creative practices challenge traditional notions of culture and the arts, however the young people also employ strategies of an aesthetic nature in their creative process. Youth generated cultures are actively engaged in criticism through the use of instrumentalist aesthetics such as Monroe Beardsley describes. The thesis proposes that youth generated cultures have, in a united and structured manner, provided for themselves a framework of economic and pedagogical support that has afforded them a place within the cultural mainstream without the recognition or approval of mainstream cultural establishments. It is argued that these particular youth generated cultures are not rebellious or destructive subcultures, that they are creative in nature and have been established primarily to produce and display their creative cultures. Youth agency is essential to the character of these youth generated cultures and it is this agency that is under challenge from the cultural hegemony. The young people involved in youth generated cultures demand that any account of their cultural practice must also accept the agency of youth as fundamental to their cultural status. / Master of Arts (Hons) (Art History and Theory)

A pesquisa parte da análise dos múltiplos sentidos atribuídos à prática da modalidade street skate em São Paulo. Por meio da etnografia pretende-se evidenciar não só aspectos em torno do exercício de uma prática esportiva, mas, sobretudo, as implicações em virtude dos usos e apropriações dos espaços urbanos por parte dos citadinos. De uma forma bem ampla, vislumbra-se mostrar como a cidade pode ser lida e ordenada simbolicamente por meio de um olhar skatista. A partir do trabalho de campo realizado pretendeu-se descrever, analisar e acompanhar até onde fosse possível o que perpassou as redes criadas através de um evento chamado Circuito Sampa Skate. Nesse sentido, ao pesquisar os diversos lugares skatáveis da cidade e seus respectivos picos, a referência etnográfica não é um único espaço ou aglutinações de pessoas, mas sim, uma multiplicidade de espaços e de atores que se encontram articulados por meio de redes mais amplas de relações. Desse modo, tem-se a chance de relacionar os distintos recortes inseridos no universo do street skate em São Paulo, sendo esse não definido a priori, mas construído a partir de discursos, práticas e representações heterogêneas, e em meio a uma dinâmica relacional que se manifesta situacionalmente. / This study part of the analysis of the multiple meanings attributed to the practice of street skateboarding in São Paulo. Through ethnography aims to highlight not only issues surrounding the practice of a sport, but mainly the implications of the uses and appropriations of urban space; and how the city can be read symbolically and ordered through a olhar skatista. From the fieldwork was intended to describe, analyze and follow as far as possible what was passed overt the networks created through an event called Circuito Sampa Skate. In this sense, to research the various lugares skatáveis of the city and their respective picos, the reference is not an ethnographic single space or clumps of people, but rather a multiplicity of spaces and actor that are articulated through wider networks of relations. Thus, there is a chance to relate the different cuttings of the universe of street skateboarding in São Paulo, this is not defined a priori, but constructed out of discourses, practices and representations heterogeneous, and in the middle of a dynamic relational manifested situationally.

A presente tese revela como a citadinidade é permeada por múltiplas configurações, enquadramentos, agenciamentos e contradições, além do jogo relacional entre estratégias e táticas que ocorre numa São Paulo considerada a partir de uma perspectiva citadina. A realização do skate de rua (street skate) constitui-se como foco de uma investigação que o trata não apenas como uma prática multifacetada que transcorre no urbano, mas, igualmente, como sendo uma própria prática do urbano transposta por resistências, transgressões, conflitos e negociações, enfim, por posicionamentos díspares frente às governanças que são feitas dos espaços da cidade. Desta forma objetiva-se analisar como os skatistas embaralham certos ordenamentos urbanos e põem em suspensão embelezamentos estratégicos de uma cidade gerenciada como mercadoria e voltada para práticas de cidadania que são englobadas sobretudo por lógicas de consumo. As abordagens etnográficas aqui contidas revelam ainda como jovens citadinos questionam premissas que permeiam lugares próprios marcados por esperadas univocidades e estabilidades por meio de suas artimanhas, percepções, maneiras e experiências e contribuem, assim, para a redefinição do espaço enquanto um lugar praticado com a apregoação de novas leituras e valores simbólicos. A São Paulo do skate, portanto, apresenta-se não como uma realidade definida a priori, como algo acabado e definido, mas em permanente construção em razão de seu caráter relacional e situacional. / This thesis explores the multiple configurations, distinct agencies, negotiations and contradictions which compose the fabric and fabrication of cities and urban lives. I particularly focus on the tactical negotiations developed by street skateboarders to overcome the restrictive urban policies in São Paulo city. I recognize tactics and strategies as powerful conceptual tools to analyses how the practice of street skateboarding involves struggles, resistances, transgressions, conflicts and negotiations, and different positions against the structures of power and control produced by urban government policies over the public areas. In other words, I examine how street skateboarders tactically resist certain urban planning and question some strategic embellishments of a metropolis managed by and for consumption interests. Thus I contribute to urban anthropology studies by revealing how skateboarders through their own perceptions, manners and experiences creatively challenge the premises which permeate proper places marked by expected univocalities and stabilities. My study argues that those young dwellers produce new approaches and symbolic values which contribute crucially to the redefinition of public space as a place practiced. The São Paulo of skateboarding, therefore, presents itself not as something finished and defined, but in permanent construction due to its relational and situational character.