Submitted by Marcia Bacha (marcia.bacha@fgv.br) on 2012-05-04T18:47:43Z No. of bitstreams: 1 dissertação final Carina Leal 29 Jullho 2011.pdf: 1212878 bytes, checksum: 69862cec1382a3ce763da4d2ea435f9c (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-05-04T18:47:55Z (GMT) No. of bitstreams: 1 dissertação final Carina Leal 29 Jullho 2011.pdf: 1212878 bytes, checksum: 69862cec1382a3ce763da4d2ea435f9c (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-05-04T18:48:36Z (GMT) No. of bitstreams: 1 dissertação final Carina Leal 29 Jullho 2011.pdf: 1212878 bytes, checksum: 69862cec1382a3ce763da4d2ea435f9c (MD5) / Made available in DSpace on 2012-05-04T18:48:44Z (GMT). No. of bitstreams: 1 dissertação final Carina Leal 29 Jullho 2011.pdf: 1212878 bytes, checksum: 69862cec1382a3ce763da4d2ea435f9c (MD5) Previous issue date: 2011 / O estudo do comportamento dos consumidores  nomeadamente, os rituais de consumo associados ao consumo de café e os fatores envolvidos nesse processo  é importante para podermos compreender e comparar o comportamento dos consumidores cariocas e lisboetas no que tange ao consumo de café. Por outro lado, também é importante averiguar a influência da cultura e da sociedade nesses rituais de consumo, de forma a compreender a evolução do varejo de café pronto no Brasil. Os modelos que vêm sendo aplicados aqui se adaptam às características do público local, o que traz para a nossa discussão, a noção de cultura. Como em Portugal o uso do café expresso já é mais maduro que no Rio de Janeiro, a comparação entre as duas culturas pode ser interessante para ajudar o varejo brasileiro a se desenvolver. Para tal, neste estudo, foram entrevistados moradores das cidades do Rio de Janeiro e de Lisboa, a fim de descrevermos de que modo consomem café, os rituais associados a esse bem de consumo, assim como seus hábitos, motivações e justificativas para esse consumo, mostrando que não trata apenas de uma decisão de compra utilitária, mas também simbólica. Com esse objetivo, foram entrevistadas 69 e pessoas e os resultados dessas entrevistas avaliados de forma interpretativa. A conclusão foi a de que a bebida é consumida por uma parcela heterogênea dos entrevistados e que, geralmente, os consumidores associam o consumo de café a hábito, prazer, círculo de amizades, trabalho – como break –, colegas e família. Isso revela que o significado social da bebida está enraizado no âmbito doméstico, no trabalho ou no círculo de amizades e que esse significado está intrinsecamente associado aos hábitos e costumes das sociedades brasileira e portuguesa como fruto de suas culturas. Consequentemente, grande parte dos rituais de consumo dessa bebida está interligada ao seu significado social. Observou-se a necessidade de expansão desse mercado, particularmente, entre os jovens no Rio de Janeiro, e que muitas vezes o aroma é preferível ao sabor, pois mesmo aqueles que não apreciam muito a bebida, de uma forma geral, afirmaram gostar bastante do aroma. Assim, é fundamental para os gestores de estabelecimentos de varejo de café pronto conhecerem o cliente, serem inovadores e anteciparem as tendências, de modo a satisfazerem as necessidades deste. A preocupação não deve ser apenas com a qualidade do produto oferecido e com o conforto do cliente, mas também em agregar valor ao café e ao serviço prestado, proporcionando à clientela uma experiência única, a qual pode ser um diferencial importante, pois a conotação simbólica associada a esse bem de consumo é cada vez mais destacada. / The study of consumer behavior, including consumption rituals associated with coffee consumption and the factors involved in this process, is important to enable one to compare and understand consumer behavior both among Cariocas and Lisboetas with respect to coffee consumption. On the other hand, it is important to ascertain the influence of culture and society in this type of ritual consumption. To this end, this work aimed to interview the residents of the city of Rio de Janeiro and Lisbon - to identify customers, to profile them, the history of its use, type of usage, to describe their rituals associated with this consumer good, their habits, influence, motivational factors and their justifications for coffee consumption, showing that coffee consumption is not only an economic acquisition, but also a symbolic communication. We also found non-coffee drinkers and checked why they refuse the drink. To this end, 69 people were interviewed and the results interpretively evaluated. The results revealed that the beverage is consumed by a heterogeneous portion of the population, and that in general consumers associate the consumption of coffee to habit, pleasure, circle of friends, as a break from work, colleagues and family. This reflects that the social significance of the drink is domestic rooted, in work situations or in a circle of friends and that this meaning is strongly associated with the habits and customs of the Brazilian and Portuguese societies as the product of their cultures. As a consequence, most of the rituals of consumption of this drink are linked to their social meaning. There is a need for expansion of this market especially among young people in Rio de Janeiro. The smell is often preferable to the taste. Even those who do not like much to drink, in general, said like the smell quite well. Thus, it is crucial for managers of such establishments to know the customer, be innovative and to anticipate trends in order to meet their needs, worrying not only with the quality of its products and with the comfort of their clients, but also in adding value to coffee and to service. Giving the customers a unique experience may be an important differentiating factor since the symbolic connotation associated with this commodity is increasingly highlighted.

Submitted by Mariana Lima (mariana.lima@fgvmail.br) on 2015-11-26T21:02:54Z No. of bitstreams: 1 Dissertação Mariana Braga de Lima Mex2014.pdf: 14412514 bytes, checksum: c1117481eece896b474e8ef644ae0f52 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2015-12-07T12:00:56Z (GMT) No. of bitstreams: 1 Dissertação Mariana Braga de Lima Mex2014.pdf: 14412514 bytes, checksum: c1117481eece896b474e8ef644ae0f52 (MD5) / Approved for entry into archive by Maria Almeida (maria.socorro@fgv.br) on 2015-12-09T18:52:34Z (GMT) No. of bitstreams: 1 Dissertação Mariana Braga de Lima Mex2014.pdf: 14412514 bytes, checksum: c1117481eece896b474e8ef644ae0f52 (MD5) / Made available in DSpace on 2015-12-09T18:52:57Z (GMT). No. of bitstreams: 1 Dissertação Mariana Braga de Lima Mex2014.pdf: 14412514 bytes, checksum: c1117481eece896b474e8ef644ae0f52 (MD5) Previous issue date: 2015-11-10 / When exploring new perspectives on the impact of non-idealized vs. idealized body image in advertising, studies have focused mainly on body size, i.e., thin vs. heavy (Antioco et al., 2012; Smeesters & Mandel, 2006). Age remains largely unexplored, and the vast majority of ads in the market depict young models. The purpose of this research is therefore to investigate which images in advertisements – young or mature models – are more persuasive for older women (40+ years old). In this investigation, two studies were conducted. The first part was an exploratory analysis with a qualitative approach, which in turn helped to formulate the hypothesis tested in the subsequent experiment. The results of the in-depth interviews suggested a conflict over notions of imprisonment (need to follow beauty standards) and freedom (wish to deviate). The results of the experiment showed essentially that among older consumers, ads portraying older models were as persuasive as ads portraying younger models. Limitations and future research are discussed.

The struggles with patriarchy in the marriages of highly educated married black women are not clearly defined by research, leading to generalisations that all women experience, interpret and resist patriarchy in a uniform way. Written from an African feminist and symbolic interactionist perspective this qualitative study sought to investigate the cognitive processes of highly educated married black women that develop from their lived experiences, interpretations and resistance with regard to patriarchy in their marriages. Data were collected through (auto)biographical narrative essays, semi-structured interviews and observations and analysed using thematic data analysis. The findings indicate that highly educated married black women experience, interpret and resist patriarchy in diverse ways, highlighting three clusters of these women – the liberal, the conformist and the secretive. Their self-concept and identity are more likely to be shaped by their social experiences and interactions with their husbands and the extended family than interactions in their professions. / Sociology / M.A. (Sociology)

The diploma thesis deals with the forms of self-representation of the last Rosenbergs. They were using the representations to support their political positions. The paper is based on a study of the panegyrics and symbolic decorations of the Rosenbergs' castles that were used to present the virtues of the Renaissance nobleman. The study analyzes Roman motifs of the Rosenbergs' propaganda. It tries to capture the views of particular individuals on selected ancient motifs from representation of the Rosenbergs. Ancient exempla presented the Rosenbergs by using the language of symbolic communication as Christian knights.

Text in Afrikaans, abstract in Afrikaans and English / Die gebruik van simbole maak wiskunde eenvoudiger en kragtiger, maar ook moeiliker verstaanbaar. Laasgenoemde kan voorkom word as slegs eenvoudige en noodsaaklike simbole gebruik word, met die verduidelikings en motiverings in woorde. Die krag van simbole le veral in die feit dat simbole as substitute vir konsepte kan dien. Omdat die krag van simbole hierin le, skuil daar 'n groot gevaar in die gebruik van simbole. Wanneer simbole los is van sinvolle verstandsvoorstellings, is daar geen krag in simbole nie. Dit is die geval met die huidige benadering in skoolalgebra. Voordat voldoende verstandsvoorstellings opgebou is, word daar op die manipulasie van simbole gekonsentreer. Die algebraiese historiese-kenteoretiese perspektief maak algebra meer betekenisvol vir leerders. Hiervolgens moet die leerlinge die geleentheid gegun word om oplossings in prosavorm te skryf en self hul eie wiskundige simbole vir idees spontaan in te voer. Hulle moet self die voordeel van algebraiese simbole beleef. / The use of symbols in algebra both simplifies and strengthens the subject, but it also increases its level of complexity.This problem can be prevented if only simple and essential symbols are used and if the explanations are fully verbalised. The power of symbols stems from their potential to be used as substitutes for concepts. As this constitutes the crux of mathematical symbolic representation, it also presents a danger in that the symbols may not be comprehended. If symbols are not related to mental representations, the symbols are meaningless. This is the case in the present approach to algebra. Before sufficient mental representations are built, there is a concentration on the manipulation of symbols. The algebraic historical epistemological perspective makes algebra more meaningful for learners. Learners should be granted the opportunities to write their solutions in prose and to develop their own symbols for concepts. / Mathematics Education / M. Sc. (Wiskunde-Onderwys)

We show how the non-monotonic nature of common-sense reasoning can be formalised by circumscription. Various forms of circumscription are discussed. A new form of circumscription, namely naive circumscription, is introduced in order to facilitate the comparison of the various forms. Finally, some issues connected with the automation of circumscriptive reasoning are examined. / Computing / M. Sc. (Computer Science)

Made available in DSpace on 2016-08-03T12:29:59Z (GMT). No. of bitstreams: 1 Everaldo Pereira2.pdf: 2586439 bytes, checksum: a11e606fc3858e4efcb578ecb86dffa7 (MD5) Previous issue date: 2014-04-24 / This study aims to analyze how the communication processes of perceptual manifestations of postmodern consumers, based on interactions in virtual social networks contribute to the redefinition of the brand image. We analyze the communication process in the face of new economic and techno-social interactions, from a vision of consumption meanings and a displacement of the marketing needs for a marketing sense. We develop a single case study of the Lego brand, a literature review, qualitative surveys of interactions on websites, content analysis and qualitative analysis in blog forum for consumers of the brand. Thus, we conclude that market communication plays a unifying role in the symbolic constructions of branding in organizations and that economic and timeless easy to share events via the internet reframes the brand image on a paper of symbolic exchange on the online networks. / Este estudo tem como objetivo analisar como os processos comunicacionais de manifestações perceptivas dos consumidores pós-modernos, a partir das interações em redes sociais virtuais, contribuem para a ressignificação da imagem de marca. Reavaliamos o processo comunicacional ante as novas interações econômicas e tecno-sociais, partindo de uma visão de consumo de significados e um deslocamento do marketing das necessidades para um marketing de sentidos. Para tanto, desenvolvemos um estudo de caso único da marca Lego, a partir de levantamento bibliográfico, levantamentos qualitativos das interações em sites, análise de conteúdo de blog e análise qualitativa de fórum de consumidores da marca. Assim, concluímos que a comunicação de mercado assume um papel aglutinador nas construções simbólicas da imagem de marca nas organizações e que a facilidade econômica e atemporal em compartilhar manifestações por meio da internet ressignifica a imagem de marca em um papel de troca simbólica na bolsa de valores de imagens das redes on-line.

Made available in DSpace on 2016-08-03T12:30:01Z (GMT). No. of bitstreams: 1 RenatoSilva.pdf: 3937691 bytes, checksum: 1162c11b718dde0c1623b2bd227108bf (MD5) Previous issue date: 2014-09-03 / This research seeks to highlight and analyze the construction of symbolic representations, imaginary and media of the British monarchy the narratives in contemporary Brazilian TV journalism, present in their rituals and ceremonial events, making them media events relevant in the programming of the highest-rated stations in the country and recurring theme on the agenda of the media surveyed. Analyses the mythical and symbolic dimension of building their representations, which, to be played and displayed on television, you get greater range and communicational media along the different local cultures, in broad global spectrum. To this end, combines a historical and bibliographical research with an empirical research focused on the analysis of telenews narratives, present in the Globe and Record network between 2010 and 2013. It was defined in the images and telenews narratives corpus of is research, by its scope and distribution, as well as reference / Esta pesquisa busca evidenciar e analisar a construção das representações simbólicas, imaginárias e midiáticas da monarquia britânica contemporânea nas narrativas do telejornalismo brasileiro, presentes na exibição de seus eventos rituais e cerimoniais, tornando-os acontecimentos midiáticos relevantes na programação das emissoras de maior audiência do país e tema recorrente na pauta dos meios de comunicação pesquisados. Analisa a dimensão mítica e simbólica da construção de suas representações, as quais, ao serem reproduzidas e exibidas pela televisão, ganham maior alcance comunicacional e midiático junto às diferentes culturas locais, no amplo espectro global. Para tanto, combina uma pesquisa bibliográfica e histórica com uma pesquisa empírica voltada à análise de narrativas telejornalísticas, presentes nas emissoras Globo e Record entre 2010 e 2013. Definiu-se nas imagens e narrativas telejornalísticas o corpus dessa pesquisa, por seu alcance e distribuição, além de referência, audiência e preferência popular entre os diversos veículos de comunicação no Brasil e no mundo.

This thesis is the first sustained analysis of the relationship between Elizabethan theatre and the judicial practice of burning at the stake. Focusing on a five-year window of theatrical output (1587-1592), it argues that polemical literary presentations of burning are the key to understanding the stage's negotiation of this most particular form of judicial violence. Unlike other forms of penal violence, burning at the stake was not staged, and only fourteen incidences of the punishment are recorded in Elizabethan England. Its strong literary presence in Protestant historiography is therefore central to this study. Part I explores the tragic and overtly theatrical rhetoric that the widely available Acts and Monuments built around the burning of heretics in the reformation, and argues that the narrative of this drama of injustice intervened in the development of judicial semiotics over the late-sixteenth century. By the time that Tamburlaine was first performed, burning at the stake was a pressing polemical issue, and it haunts early commercial theatre. Elizabethan historiography of the stake was deeply influential in Elizabethan theatre. In Part II, I argue that Marlovian fire spectacles evoke tableaux from the Acts and Monuments to encourage partisan spectatorship, informed by the rhetoric of martyrdom. Dido's self-immolation courts this rhetoric by dismissing the sword from her death, while Tamburlaine's book burning is condemned through its emphatically papist undertones. These plays court the stake through spectacles utilizing its rhetoric. In Part III, I show that characters historically destined to face the stake required thorough criminalization to justify their sentence. Alice Arden is distinguished from female martyrs celebrated for their domestic defiance, while Jeanne d'Arc's historical heresy is forcefully rewritten as witchcraft and whoredom to condemn 1 Henry VI's Joan la Pucelle. Both women are punished offstage, and the plays focus instead on the necessary task of justifying the sentence of burning. Though rare in practice, burning at the stake was a polemical issue in Elizabethan England. Despite the stake's lack of imitation in the theatre, I argue that widely available Protestant historiography - propaganda at the heart of debates about burning and religious violence - affected both how plays were written, and how they could be viewed.

O objetivo desta dissertação é analisar as relações entre memória e identidade a partir do estudo de uma comunidade de artesãos, habitantes da cidade de Tracunhaém, Zona da Mata no Estado de Pernambuco. Desta forma é possível aproximar uma análise empírica sobre o artesanato local a um referencial teórico capaz de embasar a percepção do moldar do barro, da identidade urbana da cidade de Tracunhaém, e seus mestres/artesãos. Estes últimos são proeminentes nesta pesquisa: são os produtores de bens simbólicos, pontos de referência para pensarmos a identidade urbana de Tracunhaém como uma cidade inserida em uma memória artesã servindo para o estabelecimento de uma tradição. Simultaneamente a dissertação foi elaborado um produto em forma de e-book, pensado em colaborar com a visibilidade da produção artesanal efetuada em Tracunhaém. / This dissertation's objective is to analyze the relations between memory and identity starting from the study of a community of artisans, inhabitants of the city of Tracunhaém, Wood Zone of the Pernambuco state - Brazil. In this manner, it is possible to approximate an empirical analysis about local craftsmanship to a theoretical referential capable of supporting the perception of the molding of clay, of Tracunhaém's urban identity, and its masters/artisans, those being prominent in this research: they are producers of symbolic goods, points of reference in the thinking of urban identity of Tracunhaém as a city also inserted in an artisan memory of sorts, serving to the establishment of a tradition. Simultaneously to the dissertation, a product in the form of an e-book was elaborated, as a means of collaborating with the visibility of the artisanal production in Tracunhaém.