Varumärkesaktivism är en strategi för marknadsföring som har blivit alltmer uppmärksammad på senare år. Det är en form av ställningstaganden där varumärken lyfter samhällsfrågor för att påverka konsumenterna genom marknadsföring som är skapad och upprätthållen av sociala och politiska värderingar. Detta är extra viktigt inom klädbranschen då företag på den marknaden idag lider av minskat förtroende från konsumenter, dels när det kommer till integritet och dels när det gäller produkternas ursprung och tillverkning. Varumärkesaktivism kan i vissa fall dock missgynna företagen om kunden inte anser att denna aktivism är autentisk, eller om kunden inte sympatiserar med budskapet företaget förmedlar. Däremot kan detta även skapa fördelar om denna varumärkesaktivism är autentisk och kunden sympatiserar med budskapet, vilket är en svår balansgång för företag idag. Syftet med denna studie var därför att undersöka varför och hur ett känt internationellt företag inom klädbranschen arbetar med varumärkesidentitet samt varumärkesaktivism. Syftet var även att se hur företaget arbetar för att förmedla detta på ett autentiskt sätt till sina kunder och hur deras kunder uppfattar denna aktivism. Detta studerades genom att tillämpa en kvalitativ strategi där empiri samlades in genom kvalitativa intervjuer med chefer inom det utvalda företaget som arbetar med varumärkesbyggande, kommunikation samt sociala medier. För att ta reda på hur kunderna uppfattar denna aktivism genomfördes även kvalitativa intervjuer med kunder hos företaget. Studiens resultat visade att företaget idag har en tydlig varumärkesidentitet som bygger på deras kärnvärden samt grundvärderingar vilket även stämmer överens med uppfattningen från deras kunder. Utifrån varumärkesidentiteten tar företaget sedan ställning i sociopolitiska frågor genom att kommunicera denna varumärkesaktivism på sitt instagramkonto samt hemsida. Resultatet visade även att företagets kunder anser att varumärkets åsikter inom sociopolitiska frågor stämmer överens med hur företaget agerar vilket har bidragit till en autentisk uppfattning av företagets varumärkesaktivism. Sammanfattningsvis är denna studiens slutsats att företaget idag har en tydlig koppling mellan sin varumärkesidentitet samt varumärkesaktivism, vilket har lett till att deras aktivism uppfattas som autentisk från deras kunder. / Brand activism is a marketing strategy that has received increased attention in recent years. It is a form of stance where brands raise societal issues to influence consumers through marketing that is created and maintained by social and political values. This is important in the clothing industry as companies in the market today suffer from reduced trust from consumers, partly when it comes to the origin and manufacture of the products. However, brand activism can in some cases be a disadvantage for companies, if the customer does not believe that this activism is authentic, or if the customer does not agree with the message that the company is communicating. But in other cases, it can create benefits if this brand activism is authentic and fits in with the customer, which is a difficult balancing act for companies today. The purpose of this study was therefore to investigate why and how a well-known international company in the clothing industry works with brand identity and brand activism and how the company communicates this in an authentic way to its customers and how the customers perceive this activism. This was studied by applying a qualitative strategy where empirical data has been collected through qualitative interviews with managers who work with brand building, communication and social media at the selected company. Qualitative interviews were also conducted with customers of the company to find out how the company's customers perceive this activism. The results of the study showed that the company today has a distinct brand identity based on their core values, which agrees with the perception from their customers as well. From the brand identity, the company takes a stand on sociopolitical issues by communicating this brand activism. Further, the results showed that the company's customers considered that the brand's views on socio-political issues are in line with how the company acts and thus contribute to an authentic perception of the company's brand activism. To summarize, this study showed that the company today has an evident link between its brand identity and brand activism, which has led to their activism being perceived as authentic by their customers.

This study examines late adolescent sociopolitical identity formation. Research questions examined how 18–20 year old adolescents think about their development, conceptualize their time and place in history, and understand social and political topics. Using cultural and narrative psychology perspectives, interview items addressed three topics: growing up in changing times; living history; and understanding political concepts. Special attention was given to student reflections on the September 11, 2001 terrorist attacks and their aftermath. Ten late adolescents, 18–20 years of age and students at a community college, were interviewed on two occasions for a total of approximately three hours. Responses were analyzed utilizing qualitative approaches drawn from the biographical and phenomenological traditions. Individual profiles were created based upon each student's interview, making extensive use of the students' narratives. Cross-participant responses were analyzed for related items. In this study of sociopolitical identity, it was found that: these adolescents conceptualize national and international events from the perspective of their personal, lived experience. Second, students' knowledge of political concepts was limited. In contrast, students' political interest and affect was high. Third, most students had a strong desire to contribute to and influence their society in a positive way, but had yet to find a means of doing so. Fourth, students exhibited a multicultural and multinational orientation. It was evident that these students experience a world that transcends national boundaries. Fifth, it was found that student attitudes and affects in the aftermath of the September 11 th terrorist attacks were characterized by fear, anxiety, and empathy for the victims and their families. The event and subsequent developments were seen as changing life irreparably, and students reported uncertainty about the impact of these historical periods on their future prospects. Recommendations to psychologists and educators include encouraging and building upon adolescents' sociopolitical affect and interest and providing service learning experiences in the public schools. Also, helping adolescents and young adults conceptualize their activities and interests in a sociopolitical framework, and encouraging a narrative that speaks to the social and political nature of their lived experience is strongly suggested. Further studies that examine late adolescent sociopolitical narratives are recommended.

No description available.

La parole politique est l'instrument principal d’exercice du pouvoir au Cameroun, dirigé par Paul Biya depuis trente-cinq ans. Confrontée aux postures du sujet politique, cette parole trahit à l’arrière-plan discursif, les pensées profondes de l’homme politique. Apporter un éclairage sur cette situation particulière est la tâche principale que nous nous sommes assigné dans cette thèse de Doctorat qui s'intéresse à la relation entre le pouvoir et la mise en scène argumentative dans le discours de Paul Biya à l'ère du multipartisme au Cameroun. Le cadre épistémologique dans lequel se positionnent nos travaux est l’analyse du discours avec une orientation vers l’argumentation rhétorique. Empruntant les démarches intégrative et analytique de l’analyse de discours, nous puisons les concepts opératoires de notre recherche principalement dans les sciences du langage. Nous procédons aussi à l’exploration textométrique de notre corpus à l’aide du logiciel d’analyse statistique Hyperbase. L’analyse nous invite également à constituer de nouvelles notions pour rendre compte des particularités du discours de Paul Biya. La thèse montre que dans sa communication, Paul Biya procède à une mise en scène fondée sur des arguments logico-affectifs, ancrée dans la réalité sociale et les pratiques des différents pouvoirs traditionnels camerounais. Derrière le masque discursif, l'analyse met au jour des stratégies de persuasion, l'évolution de la vie sociopolitique camerounaise. Cette recherche révèle comment Paul Biya incarne un pouvoir fort, sacralisé voire mythifié; s'arrogeant une aura nationale exclusive apte à apaiser le peuple et à inhiber toute action rivale. C’est ainsi qu’il a réussi à mettre en place un régime politique qui joue constamment sur des contrariétés en vue de pérenniser son pouvoir. / Political speech is the main tool used in order to wield power in Cameroon, a country which is being run by Paul Biya for the past 35 years. The various stands taken by this political figure is revealed through these speeches which inform on the argumentative background and inner thoughts of this politician. The doctorate thesis which studies the relationship between power and the argumentative strategies in Paul Biya speeches in the multiparty era in Cameroon therefore sets out to throw more light on this peculiar situation. This research work is discussed from the vantage point of discourse analysis, more specifically on rhetoric argumentation. Using integrative and analytical approaches to discourse analysis, the work draws its key concepts mainly from language sciences. The textometric analysis of the corpus is carried out using the Hyperbase Statistics Analysis software. Also, the analysis of the corpus has brought us to coin new terms in order to address the specificities of Paul Biya speehes. The findings reveal that in his speeches, Paul Biya makes use of a set-up which is grounded on logico-affective arguments anchored in the social reality as well as in the practices of the various traditional powers in Cameroon. The analysis also brings to the fore the various persuasive strategies and the evolution of the sociopolitical life in Cameroon. This research work also reveals how Paul Biya incarnates a strong, sacred and mythified power which gives him the privilege of having an exclusive aura at the national level which can appease the Cameroonian people and nip in the bud all the initiatives of his rivals. He has therefore succeeded in establishing a political regime which takes advantage of disharmony in order to perpetuate his power.

Na cidade de São Paulo, as inundações, consideradas a consequência das chuvas intensas e da impermeabilização do solo urbano, têm causado impactos consideráveis. As contínuas e frequentes inundações e as intervenções para contê-las, de alto custo para o Poder Público, justificam a busca de uma abordagem complementar à puramente técnica-hidráulica, que dê atenção aos aspectos sociopolíticos inerentes à drenagem urbana e ao manejo de águas pluviais, o foco principal desta pesquisa. Seus objetivos são: uma análise crítica sobre a incorporação do sociopolítico na malha de disciplinas do curso de Engenharia Civil; uma análise crítica da visão dos profissionais envolvidos, direta ou indiretamente, com a gestão urbana sobre a incorporação de aspectos sociais no planejamento e na implantação de obras de drenagem urbana; e se estes aspectos são incorporados aos projetos de obras de drenagem e se atores sociais localizados na área de uma bacia hidrográfica valorizam esta incorporação. A pesquisa concluiu que, ainda que aspectos sociopolíticos estejam incorporados na malha de disciplinas dos cursos de Graduação em Engenharia Civil e ainda que os profissionais da gestão urbana valorizem os aspectos sociais tanto quanto os aspectos técnicos das obras de drenagem, o planejamento e a implantação de obras de drenagem em construção na área da bacia hidrográfica, foco geográfico desta pesquisa, não incorporam os aspectos relativos ao sociopolítico. A bibliografia consultada e os exemplos concretos apresentados mostram a importância da incorporação dos aspectos sociopolíticos nas intervenções. Os conceitos discutidos ajudaram a formular recomendações para a incorporação do sociopolítico na malha das disciplinas e nos projetos de obras hidráulicas. São recomendações que visam, além da preservação ambiental e do atendimento ao interesse público, maximizar os benefícios da solução técnica. / In the city of São Paulo, intensive rains and urban impervious cover are being held responsible for flooding events which have been causing increase in runoff volume and in peak discharge. The high costs of technical hydraulic interventions to contain the frequent flooding impacts justify the search for an alternative approach: the incorporation of the sociopolitical complexities of urban stormwater drainage, the main theme of this research. Its objectives are: understand if and how sociopolitical complexities are being incorporated to Civil Engineering education; how professionals directly or indirectly involved in urban stormwater management see the incorporation of sociopolitical complexities in planning and implementation of stormwater drainage construction works and, finally, if these complexities are integrated in the projects being planned and being implemented in an urban watershed area. The research concluded that Civil Engineering education incorporate courses which open space for the discussion of sociopolitical aspects; that professionals involved in urban management value the incorporation of sociopolitical aspects in planning and implementation of storm water construction projects, but that in the watershed area where projects are being implemented such aspects are not taken into account. The bibliography and the concrete examples examined show the importance of incorporating sociopolitical aspects in drainage construction projects. The concepts brought forward help identify recommendations for the incorporation of sociopolitical aspects in Civil Engineering education and in the planning and implementation of stormwater constructions projects. These are recommendations which aim at increasing environmental preservation, meeting the public interest and maximizing the benefits of the technical solution.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study investigates the action and organization of the Student Movement in Santa Maria, between 1964 and 1968. It takes into account mainly the heterogeneity of this movement, considering it as an area of dispute between different projects. Thus, in the context of the Civil-Military Dictatorship, students were split between support and resistance. The aim of this research is to express this diversity as from the city of Santa Maria and thereby questioning the generic assertions in the media and part of the historiography, that the Student Movement was homogeneously left-wing orientated or there would be a revolutionary essence among students. Based on interviews with activists, research in papers, minutes of the University Board, among other sources, is shown the performance of both opponents and supporters of the dictatorship. The study analyzes the electoral contests in the two major student organizations of the city, União Santamariense de Estudantes (USE) and the Diretório Central de Estudantes da Universidade Federal de Santa Maria (DCE-UFSM), and the action of organizations like the Grupo de Vanguarda Cultural and Movimento Decisão. This division, as it seeks to demonstrate this research, is quite noticeable in Santa Maria, however, is not restricted to the city. Attempts to articulate, both by the left-wing or the right-wing, indicate that disputes reached to the whole student movement in Rio Grande do Sul and in varying degrees, throughout Brazil. The time frame established in this work starts with the Coup of April 1, 1964, initiating the Civil-Military Dictatorship, and ends with the Institutional Act No. 5, on December 13, 1968, which modifies the dynamics of disputes between students. / Este trabalho investiga a ação e organização do Movimento Estudantil em Santa Maria, entre 1964 e 1968. Considera-se, sobretudo, a heterogeneidade desse movimento, entendendo-o como espaço de disputa entre diferentes projetos. Assim, no contexto da Ditadura Civil-Militar, os estudantes se dividiram entre apoios e resistências. Procura-se expressar essa diversidade a partir da Cidade de Santa Maria e, dessa forma, questionar as afirmações mais genéricas da imprensa e de parte da historiografia de que o Movimento Estudantil seria homogeneamente de esquerda ou de que haveria uma essência revolucionária entre os estudantes. Partindo de entrevistas com militantes, pesquisa em jornais, atas de conselhos, entre outras fontes, mostra-se a atuação tanto de grupos críticos à Ditadura quanto dos que deram suporte ou foram simpáticos a ela. São analisadas as disputas eleitorais nas duas principais entidades estudantis da Cidade, a União Santamariense dos Estudantes (USE) e o Diretório Central dos Estudantes da Universidade Federal de Santa Maria (DCE-UFSM), e a ação de organizações como o Grupo da Vanguarda Cultural (GVC) e o Movimento Decisão. Essa divisão é, como se procura demonstrar nessa pesquisa, bastante perceptível em Santa Maria, não sendo, no entanto, restrita à Cidade. As tentativas de articulação, tanto das esquerdas quanto das direitas, indicam que as disputas se estendiam ao conjunto do Movimento Estudantil no Rio Grande do Sul e, em diferentes graus, a todo o Brasil. O recorte temporal estabelecido nesse trabalho inicia-se com o Golpe de 1º de abril de 1964, que dá início à Ditadura Civil-Militar, e encerra-se com o Ato Institucional nº 5, em 13 de dezembro de 1968, que modifica a dinâmica das disputas entre os estudantes.

Although research flourishes on the ceremonial centers of the Andean Formative period, at the same time remarkably little is understood about the basic functional parameters of these centers. Ultimately, we need to be answering basic questions about why these centers were built, who they functioned for, and what needs they served. This paper argues that although the evidence is clear that they were ritual centers, the application of devotional models derived from modern religious practice is not congruent with observations about the particular site of Chavín de Huántar. Instead, the configuration of this prominent center appears to confirm that the site primarily reflects strategies of leading and secondary elite for increasing hierarchical differentiation within the social and political dimensions of Formative society. / Aunque las investigaciones acerca de los centros ceremoniales del Periodo Formativo son numerosas, al mismo tiempo, curiosamente, poco se ha entendido acerca de sus parámetros funcionales. En el fondo, se necesitan responder preguntas elementales acerca de porqué se construyeron estos centros, para quién funcionaron y a qué propósitos sirvieron. Si bien la evidencia es clara acerca de su carácter ritual, la aplicación de modelos devocionales derivados de prácticas religiosas modernas no es congruente con las observaciones realizadas acerca del singular sitio de Chavín de Huántar. En cambio, la configuración de este prominente centro parece confirmar que refleja, principalmente, estrategias de liderazgo y la presencia de elites secundarias.

In this article we describe the civilization at the Caral site with reference to: a) the transverse management of land and its resources based on the complementary economies of fishing and farming, and on the establishment of networks of interaction and trade systems with distant populations in the Andean highlands and the Andean jungle; b) the social organization, the pattern of distribution of settlements in each section of the Supe Valley, the differences among those settlements in terms of their extension and constructed volume, the relevance of the capital zone, the importance of duality in the location of settlements on the two banks of the river as well as in buildings grouped into two halves, and the design and planned construction of the city of Caral; c) the evaluation of archaeological information in a theoretical framework based on inferences about social and political organization drawn from pertinent ethnohistoric and ethnographic sources; and d) finally, the impact of the Caral civilization in the area over time. Ultimately, we reflect on the cultural, climatic, and social changes that took place over time at Caral and other sites and on the hegemony of this civilization in the area. / En el presente artículo se caracteriza a la civilización Caral en relación con cuatro aspectos: a) la economía y la sociedad, donde se trata su manejo transversal del territorio y sus recursos mediante la complementariedad económica entre pescadores y agricultores, y el tendido de redes de interacción e intercambio con poblaciones de la sierra y de la selva andina; b) el manejo del espacio, en el que se aborda el patrón de distribución de los asentamientos por secciones en el valle de Supe, la diferenciación en cuanto a extensión y volumen constructivo, la relevancia de la llamada zona capital, la importancia de la dualidad en la ubicación de los asentamientos en ambas márgenes del río y el diseño y construcción planificada de la ciudad de Caral; c) la importancia de la organización espacial interna, en el que se evalúa la información arqueológica en el marco de la teoría sustentada en los datos etnohistóricos y etnográficos para plantear inferencias acerca de la organización social y política, y d) su trascendental importancia, donde se señala su impacto en el área y en el transcurso del tiempo, y se reflexiona sobre los cambios culturales climáticos y sociales hacia el final de su hegemonía.

Submitted by Renata Lopes (renatasil82@gmail.com) on 2016-05-30T14:35:37Z No. of bitstreams: 1 joseleandropeters.pdf: 3906952 bytes, checksum: 00acb9ab1e3e32529a6865ef99b6007f (MD5) / Approved for entry into archive by Adriana Oliveira (adriana.oliveira@ufjf.edu.br) on 2016-07-02T12:24:33Z (GMT) No. of bitstreams: 1 joseleandropeters.pdf: 3906952 bytes, checksum: 00acb9ab1e3e32529a6865ef99b6007f (MD5) / Made available in DSpace on 2016-07-02T12:24:33Z (GMT). No. of bitstreams: 1 joseleandropeters.pdf: 3906952 bytes, checksum: 00acb9ab1e3e32529a6865ef99b6007f (MD5) Previous issue date: 2012-06-26 / O objetivo da dissertação é discutir de como a imagem de Nossa Senhora da Conceição Aparecida foi interpretada e divulgada pela Igreja Católica no Brasil entre 1854 e 1904. A data inicial refere-se à visita do bispo de São Paulo, D. Antônio Joaquim de Mello, à capela da virgem na cidade de Aparecida. Já a final faz referência ao ano em que a virgem foi coroada ―Rainha do Brasil‖, período em que a memória proposta pela Igreja já estava bem afirmada. Em sua visita, em 1854, o bispo D. Antônio propôs uma devoção mais sacramental para os brasileiros, substituindo as imagens do Santuário que ele considerava impróprias. Nesse mesmo ano, surgiram imagens representando Aparecida como uma virgem branca, projeto que foi alterado na década de 1870, quando a imagem passou a ser representada como mestiça. É justamente esse processo de mestiçagem da imagem o foco central deste trabalho. Tento demonstrar a hipótese de que a imagem apresentada em 1870 estava em consonância com a nova dinâmica social encontrada no país: os negros passando a ser considerados como parte integrante do ―povo brasileiro‖ e grande contingente de imigrantes chegando no país. Importantes nesse novo discurso assumido pela Igreja foram também as reformas pelas quais passava a instituição eclesiástica; a necessidade de um símbolo nacional em finais do século XIX; as relações entre os eclesiásticos e os membros do Estado; além da necessidade que a Igreja sentiu, nesse período, de se afirmar frente às novas denominações religiosas e políticas que emergiam no cenário nacional. Em suma, Aparecida é compreendida como resultado de negociações e não de uma imposição. / The aim of the present study was to analyze how Catholic Church in Brazil interpreted and disclosed the image of Nossa Senhora da Conceição Aparecida between 1854 and 1904. The former year was the date of the visit of the Bishop of São Paulo, D. Antônio Joaquim de Mello, to the chapel of virgin in the city of Aparecida. The year of 1904 concerning to the crowning of the virgin as ―Queen of Brazil‖, a period when the memory proposed by Church was consolidated. In his visit to the city in 1854, the bishop D. Antônio proposed to brazilian people a more sacramental devotion, replacing from the Sanctuary the images considered as improper. In the same year, images representing Aparecida as a white virgin appeared, a Project altered in 1870, when the image started being represented as a mestiza. This process of mestizaje of the image is the focus of this work. It is demonstrated the hypothesis that the image presented in 1870 was in line with the new social dynamic found in the country: blacks being considered as a part of ―brazilian people‖ and the wide contingent of immigrants arriving into the country. The changes in ecclesiastic institution were also important in this new discource assumed by the Church; the needing of a nacionality symbol at the end of the XIX century; the relations between ecclesiastics and the members of the State; besides the necessity of the Church to assert a position in this period of new religious and political conceptions that emerged in the national scene. To sum up, Aparecida has to be understood as a result of negociations and not as a imposition.

Na cidade de São Paulo, as inundações, consideradas a consequência das chuvas intensas e da impermeabilização do solo urbano, têm causado impactos consideráveis. As contínuas e frequentes inundações e as intervenções para contê-las, de alto custo para o Poder Público, justificam a busca de uma abordagem complementar à puramente técnica-hidráulica, que dê atenção aos aspectos sociopolíticos inerentes à drenagem urbana e ao manejo de águas pluviais, o foco principal desta pesquisa. Seus objetivos são: uma análise crítica sobre a incorporação do sociopolítico na malha de disciplinas do curso de Engenharia Civil; uma análise crítica da visão dos profissionais envolvidos, direta ou indiretamente, com a gestão urbana sobre a incorporação de aspectos sociais no planejamento e na implantação de obras de drenagem urbana; e se estes aspectos são incorporados aos projetos de obras de drenagem e se atores sociais localizados na área de uma bacia hidrográfica valorizam esta incorporação. A pesquisa concluiu que, ainda que aspectos sociopolíticos estejam incorporados na malha de disciplinas dos cursos de Graduação em Engenharia Civil e ainda que os profissionais da gestão urbana valorizem os aspectos sociais tanto quanto os aspectos técnicos das obras de drenagem, o planejamento e a implantação de obras de drenagem em construção na área da bacia hidrográfica, foco geográfico desta pesquisa, não incorporam os aspectos relativos ao sociopolítico. A bibliografia consultada e os exemplos concretos apresentados mostram a importância da incorporação dos aspectos sociopolíticos nas intervenções. Os conceitos discutidos ajudaram a formular recomendações para a incorporação do sociopolítico na malha das disciplinas e nos projetos de obras hidráulicas. São recomendações que visam, além da preservação ambiental e do atendimento ao interesse público, maximizar os benefícios da solução técnica. / In the city of São Paulo, intensive rains and urban impervious cover are being held responsible for flooding events which have been causing increase in runoff volume and in peak discharge. The high costs of technical hydraulic interventions to contain the frequent flooding impacts justify the search for an alternative approach: the incorporation of the sociopolitical complexities of urban stormwater drainage, the main theme of this research. Its objectives are: understand if and how sociopolitical complexities are being incorporated to Civil Engineering education; how professionals directly or indirectly involved in urban stormwater management see the incorporation of sociopolitical complexities in planning and implementation of stormwater drainage construction works and, finally, if these complexities are integrated in the projects being planned and being implemented in an urban watershed area. The research concluded that Civil Engineering education incorporate courses which open space for the discussion of sociopolitical aspects; that professionals involved in urban management value the incorporation of sociopolitical aspects in planning and implementation of storm water construction projects, but that in the watershed area where projects are being implemented such aspects are not taken into account. The bibliography and the concrete examples examined show the importance of incorporating sociopolitical aspects in drainage construction projects. The concepts brought forward help identify recommendations for the incorporation of sociopolitical aspects in Civil Engineering education and in the planning and implementation of stormwater constructions projects. These are recommendations which aim at increasing environmental preservation, meeting the public interest and maximizing the benefits of the technical solution.