Detalhes bibliográficos
| Ano de defesa: |
2008 |
| Autor(a) principal: |
Avanzi, Renato
 |
| Orientador(a): |
Rocha, Rosamaria Luiza de Melo
|
| Banca de defesa: |
Casaqui, Vander |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Escola Superior de Propaganda e Marketing
|
| Programa de Pós-Graduação: |
Programa de Mestrado em Comunicação e Práticas de Consumo
|
| Departamento: |
ESPM::Pós-Graduação Stricto Sensu
|
| País: |
Brasil
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
|
| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede2.espm.br/handle/tede/221
|
Resumo: |
This research analyzes the communicational impacts and symbolic effects of Agitação Magazine (Revista Agitação), the most important house organ of the largest nongovernmental organization of the third sector in Brazil: CIEE (Integration Center between Companies and Universities). The main research questions are: a) what are the impacts of Agitação in the building of visibility, credibility maintenance and institutional mark consolidation aimed by CIEE; b) what are the relations observed between the imagetic signs on the magazine covers and the values proposed by CIEE; c) what social imaginaries are being built and /or reiterated when we analyze this imagetic discourse; d) how the main segments of the readers – executives, educators, representatives of the public power, and students – apprehend and interpret the communicative intention of the Magazine, considering the different aspects of its mediational function; and e) what is the visibility effectively obtained by CIEE through this practice of cultural consumption. To answer to these questions, some analytical resources are adopted: in a first moment (chapter 3), the context data and a general view to locate CIEE in the social-cultural macro scenarios are presented, using them to punctuate the main steps for the consolidation of the organizational communication policy. In a second moment (chapter 4), one of the main communication vehicles between the organization and its target publics is investigated, prioritizing the way imagetic elements and the social-imaginary – about work, success, empregability, among others – are articulated on the covers of Agitação Magazine – reiterated by CIEE’s discoursive practices. In a third moment (chapter 5), the impacts of the magazine on students (one of the target publics) will be analyzed through their narratives. Still on chapter 5, a comparative analysis articulates the results obtained in each step: CIEE’s discoursive practices, Agitação’s imagetic analysis and the reader’s narratives. In order to finish this research (chapter 6), the final considerations bring a summary of all the conclusions obtained in each of the previous chapters. This way, the research uses multi methodological tools: documental research, bibliographical investigation, imagetic analysis and focus groups for a qualitative study. Besides, it considers the adoption of a clear communication strategy as a fundamental mark in the consolidation of the major institutional visibility. |
