Ana Cristina Costa de Lima e Silva
Porto Maravilha: arbitrariness, media and consensus production in the construction of the new port region of Rio de Janeiro
Supervisor: Márcio Castilho
The choice of Rio de Janeiro to host the 2016 Olympics established the implementation of an urban development model based on business-city logic. Oriented by the organization of city administration from entrepreneurial characteristics, municipal management has fostered the development of infrastructure projects able to meet the requirements of the International Olympic Committee (IOC) for the Games. Among them is Porto Maravilha, concession project to the private sector of the port area of the city, which holds great historical and cultural background in the formation of Rio.Thus, this work aims to understand if the development and execution process of Porto Maravilha matches the legacy speech promised by the government to all residents of the port area. Based on six years of news analysis from O Globo newspaper, this research seeks to understand what city image is possible to learn from the representations brought by the journal.
Keywords: Business-city; Gentrification; Mega events; Media; Olympics
Camilla Cavalcante de Souza Machuy
Media Wikipedia: everyday life, compilation of knowledge and power struggles behind the scenes of the Free Encyclopedia
Supervisor:Marco André Feldman Schneider
This dissertation analyzes the interaction dynamics among users of Portuguese Wikipedia online environment. It evaluates how these internal relationships build the biggest online encyclopedia and also how background communications interfere on the crowdsourcing content gathering. Through the studies of several cases collection, it became possible to explore consistently the almost imperceptible universe of the wikipedians. The “talk” tabs turned out as fertile fields of research, analysis, info collection and also a starting point to better comprehend the intellectual processes behind the public texts, which sometimes a distract reader may not notice. It is important to stress that all background data gathered for this research are available for any Wikipedia user to learn. It is just a matter of knowing where to find it. It is also possible to analyze the relation between the editors and the content as well as the approach to the different subject articles. As well, this paper investigates the content building through Agnes Heller’s Everyday Life concept. The dichotomy between the encyclopedic construction as an Everyday suspension activity which looks after the human knowledge spread. By the other hand, the same activity merges on the Everyday flow, once lots of information added come from the quotidian elements as news and journalistic articles. Starting at this point of view, it is possible to make connections about the inner conflicts among users, cooperation, struggles, vandalism and many other common issues in a Wikipedia volunteer’s life.
Keywords: Wikipedia; editing; content; everyday; struggler.
Cinthya Pires Oliveira
Community TV Initiatives and Prospects for the involvement of society in the construction of Public Sphere
Supervisor: Adilson Vaz Cabral Filho
This study discusses about the Community TV́s main challenges in the current media context to engage society and to build a popular and dialogic public sphere. While digital acceleration determine connectivity, mobility and interactivity, media ́s competition permeates increase the involvement of people with audiovisual content to attract their attention.In front of the Community Public Communication landscape in Brazil, seeks to reflect on possible interaction strategies developed by Community TV from review bibliographic, documentary and empirical research. Therefore, the study approuch the issue of Community TV as a public space for participation and social inclusion, essential aspects of democracy. However, there is a long way to implement of Community Channels and their activities ́s progress guided by change and the social engage.In this sense, this study contributes to the approach of sensitivefactors, but essential to the public media consolidation. When evaluating theoretical assumptions and pr actical issues related to community ́s engage experience, it reflects about the empowermetof these initiatives and the creationof networks based on mobilization and social changes.
Keywords: Community TV. Public sphere. Social participation. Technologies.
Débora Shirley de Vasconcellos
Collaborative Consumption and the Environment: a study of the relevance of the concern with the environmental issue and the critique of consumerism in self-managed networks
Supervisor:Guilherme Nery Atem
Co- Supervisor: Profa. Dra. Lucimara Rett
This dissertation is focused on the collaborative consumption, a proposal that gains power then highlight in the last decade and that involves the emergence of practices that are seen as a “new way” of consumption.In collaborative consumptionaccess to goods and services is given without necessarily buying a product or cost between the parties involved in the process, which would allow people to understand the benefit of access to goods rather than their possession.The research aims to understand the importance of concern for environmental issues and the critique of consumerism in collaborative consumption networks. To carry out this research, is elected as the object self-organized networks formed independently using the Facebook Group tools and whose focus is on so-called redistribution markets (BOTSMAN; ROGERS, 2011). The research has a qualitative, using the ethnographic method and refers to the combination of three techniques: participant observation, semi-structured interview (with administrators group) and questionnaire with closed and open questions (aimed at all members of the group ). The latter technique, although it is not common in qualitative research, allows for a wider range of responses and assists in verifying the data collected from the application of the first two techniques.From this method and combination of techniques, as well as the preliminary literature search performed using different authors and schools in their possible dialogue, it is possible that the concern with environmental issues is secondary, not the main factor for the members of these groups but, in general, there is a relevant criticism of aspects of consumerism.
Keywords: Colaborative Consumptions; Environment; Social Networks.
Diego de Souza Cotta
Achievements and challenges to LGBT citizens in the city of Rio de Janeiro
Supervisor: Adilson Vaz Cabral Filho
The purpose of this dissertation is to outline achievements, difficulties and issues that need to be addressed in order to enable the LGBT population of Rio de Janeiro to access civil rights that have long been denied or have proven to be challenging – despite state programmes designed to fight homophobia and promote LGBT citizenship in Rio de Janeiro. In other words, this study aims at identifying accomplishments and obstacles this population still faces regarding the state policies implemented, as well as understanding contemporary everyday demands for developing an active sense of LGBT citizenship. This work also aims at analysing the path and the processes developed among social movement and the government to establish a list of demands for affirmative action, and set state policies to guarantee the LGBT population their citizenship rights. In this regard, we investigate the construction of the subject of rights in the light of the debate, the collective effort and performances and media strategies aimed at implementation of public LGBT policies in RJ, which must be regarded as victories accumulated by the social movement. As our methodological model, we adopted semi-structured interviews with main actorsthat participated in the collective construction of public policies of Rio Sem Homofobia, as well as the gathering and analytical study of documents and reports related to the programme.
Keywords: LGBT; State; Social Movement; Citizenship; Media.
Online Full Time: The sociability of generations Y and Z in everyday technological
Supervisor: Laura Martini Bedran
The objective of this research was to investigate the new form of sociability of Y and Z generations in the daily life of cities, specifically in the city of Rio de Janeiro. We are experiencing an evolutionary process technology in which our communication a l activities are being changed by the use of mobile phones and applications and their applicability. Through a simple observation research in four public places-subway, shopping, bars and beaches-a quantitative survey was designed to investigate this new form of sociability among young people. For this, we as field of study the city of Rio de Janeiro. Regarding the simple observation, we try to report the investigation of the socialization of the subgroups in the aforementioned public spaces. The quantitative survey was conducted in person with 400 youth and adolescents belonging to generations Y and Z, respectively. As in everyday there is a plurality of views, sociology concepts, anthropology, psychology and communication were used in order to understand and elucidate this new form which appears and changes gradually, the communication process. To support our proposal, authors concepts were used as Abreu, Augé, Bauman, Benjamin, Caiafa, Carr, Castells, Eisenstein, Greenfield, Heller, Jenkins, King, Lanier, Lemos, Nardi, Recuero, Rushkoff, Sennett, Serres, Simmel, Sodre, Turkle, among others.
Keywords: everyday; sociability; technology; communication; consumption.
Elaine Araújo de Vasconcelos
It’s All Our – The role of trust in cosumption shared: acase study on the “We Have sugar” website
Supervisor: Guilherme Nery Atem
This paper aims to investigate the relationships of trust built through shared consumption from loans site “has sugar?”. More than a process of consumption, this phenomenon can be understood as a process of circulation of goods through online platforms such as websites and mobile applications and collaboration between individuals, for the most part, unknown. Although such practices are not new, what is different from loans and donations that happen between neighbors, friends and family is that with the advent of the internet, they now also happen between strangers, which requires a higher degree of confidence. Therefore, the aim of this study is to investigate mechanisms that contribute to building trust in this “new” type of consumption. The outlined methodological approach is based on qualitative research method with in-depth interviews, literature review and analysis of some data provided by the creator of the site “Tem Açúcar?”. Among the main results observed, we highlight the fact that, for the users of the platform in question, bond overlaps trust. In other words, it means that site users trust on strangers looking to regain social bonds and community relationship with their neighborhood.
Keywords: Consumption. Confidence. Share. Social bond.
Fernanda Ribeiro Barros
Like, comment and share: social networks and sexuality in daily life and the formation of the Brazilian public school
Supervisor: Alexandre Farbiarz
Taking as starting point the links between Communication and Education, I tried to understand the consequences of social networks in shaping the sexuality of young people from public schools. The hypothesis delivery that social networks are present in the daily lives of students presenting various contents through individual profiles, pages, links, images and comments. Therefore, it is possible to think that young people can build their sexuality through the production and reproduction of meaning, from the speeches and signs distributed via social networks such as Facebook and WhatsApp. I observed, interviewed, collected and analyzed data based on the qualitative methodology of participatory research. Finally, in addition to content analysis of the interviews, I made use of Bakhtin’s conception of genres to understand the dialogic relationship between schools, youth and social networks, which in addition to being present in everyday life, are tools that allow production and reproduction of subjects related to sexuality indifferent training offered by the school.
Keywords: Education; Communication; Sexuality; Formation; Social networks.
Francisco Monteiro de Souza Neto
Languages in cyber advertising: semiotic analysis of search engines
Supervisor: Guilherme Nery Atem
In this dissertation we seek to understand how (cyber)advertising transforms information into language,considering how search engines translate the navigation data into signs in the rhetoric of consumption. Particularly, we aim to verify if the construction of a text made by a search engine can be considered the construction of an advertising text. Our literature review starts from a brief historical review of advertising, focusing on changes in advertisement structuring and techniques. We review the fields of linguistics, anthropology and communication to clarify how search engines operate and how they became propulsive tools for business, vis a vis the multidisciplinary nature of the problem. We also draw on the concepts of Saussure’s Structural Linguistics, the Communication Mathematics Theory and McCracken ’s Theory of meaning transfer to present the Semiotics of Culture as a convergence of the various concepts of such sciences. In order to conduct a semiotic analysis about the fundamentals of search engines and Search Engine Optimization (SEO), we use the Semiotics of Culture or Russian Semiotics (Tartu-Moscow Semiotics School-TMS), Found in Irene Machado and Lotman’s works, and Roman Jacobson’s Thoughts on semiotics. By analyzing these two aspects, we investigate the activities of (cyber)advertising to create advertising signs in search engines , assuming links are cultural text signs(in accordance with the TMS), in this work, particularly, cultural hypertexts. We can conclude that the semiotic literacy in search engines is what allows them to develop moldable semiotic systems capable of creating signs and advertisement texts in cyberspace.
Keywords: Cyberadvertising; Marketing Links; Semiotics; Adversiting Languages
Gustavo Côrtes Guimarães
TV on the internet and internet that is TV: narratives, contexts and the NerdOffice case
Supervisor: Renata Rezende Ribeiro
This paper aims to understand the intrinsic characteristics of narratives of audiovisual productions created for and broadcasted through digital media, particularly those made for WebTVs. In order to achieve that, there is an observation on WebTV channels that we found on YouTube, that we present in this work as cartography of channels, following a descriptive analysis that intents to verify what keeps changes and what does not change in these shows’ language. Besides, also is presented some discussion about services such as Netflix and other important services of video on demand online that work with a monthly fee, presented in an empirical research and the paper also introduces an descritive analysis on a WebTV program called “NerdOffice”, that is produced by a website named “Jovem Nerd” and weekly available on YouTube.
Keywords: Internet; Narrative; Audiovisual; YouTube; Interaction
Iane de Macedo Filgueiras
Health Channel on the Road: an audiovisual window for SUS daily life
Supervisor: Denise Tavares da Silva
This work is an extensive survey on the Canal Saúde na Estrada, and your station Canal Saúde, of Fundação Oswaldo Cruz, with a view to their positive audiovisual production on the Brazilian Health System. The aim is to discuss the theme health approach audiovisual, from this case study. Through the collection and display of program production routine data and the changes of this media in the course of its existence, it is intended to understand the Canal Saúde na Estrada achieves the goals it sets itself as audiovisual mechanism for health promotion and consequently, the popularization of science in the context of science communication and make a historical record of the program and the station, on which there is a shortage of academic publications. As a theoretical basis for the study, this research uses mainly the everyday concepts (HELLER, 2008) and communication and health (Araújo, 2007), as well as authors of the audiovisual area, which support the issues of data exposure Canal Saúde na Estradaand other grid programs in the same station.
Keywords: Communication and Health; Canal Saúde na Estrada; Audiovisual; Everyday; Fundação Osvaldo Cruz (Fiocruz)
Julia Santos Dias
Gênero na publicidade infantil: estratégias de marketing e representações
Supervisor: Ana Paula Bragaglia
In this dissertation we seek to understand how advertising for children has been using gender targeting in their ads and what are the most common representations and stereotypes. For this,
we start from the feminist epistemology and the semiotics, considering advertising as a “gender technology” (Lauretis, 1990). The hypothesis raised here is that the logic of consumption and advertising, increasingly present in the childhood universe, tends to increase its targeted categories, contributing to the separation of genders in childhood. In this study, the marketing techniques to children as well as the debate on the regulation of advertising for children are taken into account to understand how gender may work as advertising strategy. We analyze commercials aimed at children, in times and channels for this audience, in the open and closed broadcast: the programs Bom Dia & cia, from SBT, and Detetives do Prédio Azul (DPA), from Gloob. In the surveyed advertisements, we observe a high level of gender segmentation by gender. Products for boys are presented with attributes linked to strength and speed, referring to the super-hero figure. The commercials for girls range from classical representations of femininity, linked to caring and maternity, and the ideal of modern woman, always referred to beauty care, fashion and consumption, linked to the ideal of muse. Although seen as opposite, these two representations converge at various points in an image of a “super woman”. Negotiations and adjustments in the strategies of brands are perceived as responses to contemporaneous changes in society and as well to consumers’ complaints and protests. Still, this new strategies often reinforce the gender division and eventually strengthen some stereotypes.
Keywords: Gender; Advertisemente; Childhood
Lucas Lopes Albuquerque Bastos
The construction and deconstruction of mediatic narratives of football idolatry: a case study on Hadrian, the ‘Emperor‘
Supervisor: Ana Paula Bragaglia
This dissertation seeks to understand how is the influence of the media Narratives of the sports press in the processes of construction and deconstruction of football idols nowadays. To achieve the research objectives investigates the media concerns that could fit in their narratives about these players, from concepts such as culture in dustry and the society of spectacle. It also explores the multifaceted profile of contemporary football idol from the concepts of myth, hero and celebrity, as well as the relationship between football and the Brazilian national identity. The study presents a case study on Adriano, from the analysis of content and discourse of articles published in the newspapers Extra and O Globo in different athlete career moments. This analysis reveals variations in the treatment given to Adriano by the press mainly to fluctuations in the sporting performance of the player but also the adequacy or not of social and behavioral conduct of the athlete to the content of these vehicles production guidelines.
Keywords: Press Sports; Culture industry; Spectacle; Football; Media;Daily.
Marcelo Machado da Motta
Jornalismo em tempos de facebook> a influência das fanpages no fazer jornalístico
Supervisor: Marco André Feldman Schneider
This study offers an analysis of theinfluence caused by the greater share of readers in the journalistic productions, through the possibilities of interactivity, obtained through the Facebook fanpages. How journalism today has dealt with the immediacy in the dissemination of information and the extent to which new media narratives have been dealing with the new informative platforms. In this regard, this study also seeks to analyze the change of position of media companies in an attempt to more participation and interaction with a public in creasingly producer of informative content. The main crop analysis will be Brazil 247 portal fanpages and Veja magazine along with their news coverage about the opening of the impeachment of President Dilma Roussef. Besides the main crop, we analyze specific situations of Extra newspaper, in Rio de Janeiro, and Folha de São Paulo. Studies will be made of situations in which it is explicit direct interaction between paper and reader via the comment space. In the main analysis investigate journalistic practice s through audience segmentation, that is, as newspaper companies seek strategies and positions, according to your audience.
Keywords: Webjournalism, journalism on Facebook, journalistic segmentation, participatory journalism, digital journalism
Max Milliano Tolentino Melo
Brazilian characters: The housewives of Gabriel Mascaro and Anna Muylaert
Supervisor: Denise Tavares da Silva
An investigation, through the documentary Housemaids(Doméstica, Gabriel Mascaro, 2012) and the fictional drama The Second Mother(Que Horas Ela Volta?. Anna Muylaert, 2015), on how the housemaid, as a character, is built: what stratagems are used by the filmmakers to portray a personage historically remarkable in Brazil’s everyday life.The research is structured on two theoreticalcurrents: a study of the concepts and narrative techniques for character’s construction, reflecting on what possible contributions made by directors, writers and actors take part in this process; and a brief historiographic trajectory elaborated through the identification of what is considered the main trends for representation of housemaids in Brazilian social imaginary and its resonance on audiovisual productions. This features an approach lead by findings supporting that the “housemaid typology”, present in the movies above, is in a certain way a legacy from contributions made not only by cinema itself, but also from television, radio, music, press and literature. This means an intense dialogue among different media is a crucial movement for building “housemaid” as type. Also is taken in count, as a fundamental reference, Brazil’s background, once the country crosses, dialectically, the arts’ and culture’s creative process. Thus the two works were under filmic analysis, circumscribing specially how the stratagems for character’s construction and the traditional portrayal of housemaids, workers still omnipresent in the daily life of so many Brazilians, are executed on both movies.
Keywords: Everyday life, Brazilian cinema, documentary, character construction, housemaid.
Rafael Montenegro de Figueiredo Marques
Carnival 2.0: The transformations of the media coverage of the Samba School Parades from the collaborative Web transmissions
Supervisor: Renata de Rezende Ribeiro
The purpose of the dissertation is to understand the current online broadcasting format of the parades of Carnival samba schools in the Sambadrome in Rio de Janeiro, taking into account new forms of appropriation by the spectators, that is how the public interacts with the transmission in the post-advent of Web 2.0 social networking environment. In this context, we seek to understand what the new productions of meaning set by the technological route, propagated by the Internet, where users that use such platforms have become active participants in the process of construction and appropriation of media content. Note the relevance of the hypothesis that the collaborative broadcasts by digital social networks emerge as an interaction tool of television broadcasts from the Sambadrome, in real time, there is a direct manifestation of the viewer at the time of transmission and opinions, interactions (clicks, shares, tanned, etc.) that can influence the coverage of the event. In this sense, it work’s the question of interaction between public (users of social networks) and producer (company) with the transmission of Carnival at the Sambadrome, in the configuration that is established from collaborative transmissions. The Carnival-While a general movement-is part of the Brazilian daily culture and to understand the current moment by the bias of collaborative transmission of social networks can to demonstrate what kind of daily relationship Brazilians currently have with this popular party media ambiance. In addition to the bibliographic route, we perform analysis of social networks (ARS), in particular cut according to the day of transmission of the carnival, survey of users of social networks and interview in depth with representatives of the G1 portal.
Keywords: Daily; Media; Rio Carnival ; Sambadrome ; Social networks; Directions production.
The rescue of the beagles: trajectory, clashes and controversies in social media
Supervisor: Denise Tavares da Silva
In defense of the need to popularize science,daily this topic has disputed a space in the media, as agenda of the press or in programs that comes larded by the entertainment logic. In this dissertation, such questions demanded an episode that occurred recently in Brazil: here called rescue of the beagles and controversy of the beagles,At 2013. This event brought together scientific issues of socialization and popularization of science and scientists. As well as problematized the issue of public participation that bring causes and demands throughout the process that can,ultimately, lead collective action in the reality of streets and in the virtual space. In particular, the rescue of the beagles triggered a process of collective reflection,at a given time,on the relationship of affection between men and animals, especially with the popularly called man’s best friend. All these issues have mobilized in different dimensions and in many different aspects, public opinion, which meant maintenance for a significant period of time, these guidelines, in the mainstream media. In this perspective, the objective of this study is to discuss the ways in which certain events in the scientific sphere mobilize various strata of society through communication structures. More precisely, as issues related to the theme of science arise and produce meanings, dialogue and often even contradict other public sphere knowledge bases.
Keywords:Activism; Science; Animal Experimentation; Scientific knowledge; Royal Institute; Social media; Beagle Rescue.