A fusão de dois mundos: convergência do mundo real e digital nas acções de marketing na rede

No passado, as acções publicitárias eram rotuladas como above the line e below the line, referindo-se à dicotomia de pontos de contacto com os públicos-alvo via Meios de Comunicação Social ou via Ponto de Venda. A esta dicotomia de meios e instrumentos, os anos 90 vieram trazer um terceiro ponto de contacto, crescentemente omnipresente e hegemónico, a world wide web ou rede, a que se acedia via computador. As acções de marketing e comunicação passaram então a rotular-se como online e offline, passando, não já a referir-se aos pontos de contacto, mas aos canais pelos quais circulavam as mensagens e acções das marcas. Desde o início deste século, o poder do digital veio crescendo, em software e hardware, em terminais e tecnologias, assistindo-se a uma transferência de esforços de comunicação, da esfera real para a esfera do digital. O deslumbramento pelo digital conquistou mesmo algumas marcas de dimensão mundial que hoje apostam integralmente o seu orçamento nesta forma de marketing, nas suas múltiplas facetas. Contudo, e porque se tem tornado óbvio que os públicos distribuem os seus favores por múltiplos touch points, para maximizar o impacto, assiste-se agora a um fenómeno único, potenciado por novas tecnologias que surgem todos os dias: em estratégias que se podem denominar de all-line, verifica-se a fusão entre dois mundos, mundo real e mundo digital, em múltiplas actividades de marketing que fazem convergir estas duas realidades em plataformas que vão do computador ao tablet, do smartphone à vending machine interactiva, do facebook ao Google maps, da imprensa tradicional ao pinterest. É esta convergência mundo real - mundo digital que abre agora novas oportunidades à comunicação publicitária, potenciando os ingredientes das marcas de sucesso no futuro: sensações (estímulo dos sentidos), intimidade e mistério, num cocktail suportado por uma nova criatividade.ABSTRACT: In the past, advertising campaigns were labeled as above the line and below the line activities, referring to the dichotomy of targets’ touch points, conveyed through Mass Media or the Point of Sale. In the 90’, this dichotomy of means and instruments was changed through the adding of a third touch point, increasingly ubiquitous and hegemonic, the World Wide Web or Net, acceded via computer. The marketing and communication campaigns were then split between online and offline, not referring to the touch points anymore, but to the channels through which circulated brands’ messages and actions. Since the beginning of this century, we all watched the growing power of digital in hardware and software innovations, terminals and technologies, and at the same measure a transfer of communication efforts from the real world activities to digital ones. The dazzling for digital even reached some global brands that today apply their full budget in this type of marketing, in its multiple aspects.However, because it has become obvious that targets distribute their attentions by multiple touch points, we are witnessing now a unique phenomenon intending to maximize impact and powered by new technologies that appear every day. In strategies that may now be called all-line, there is a blend between two worlds, the real world and digital world, in multiple marketing activities that make these two realities converge on platforms such as the PC or the tablet, the smartphone or the interactive vending machine, the facebook or the Google maps, the traditional press or the Pinterest. It is this convergence real world/digital world that now opens new opportunities for advertising, leveraging the ingredients of successful brands in the future: sensations (stimulation of the senses), intimacy and mystery, in a cocktail supported by new forms of creativity

An Algorithm Proposal To Oral Feeding In Premature Infants

The transition from tube feeding, to oral feeding is one of the most difficult for preterm infants. It’s a continuous but slow process, which demands physiological development respiratory independence and the ability to coordinate suction, breathing and swallowing. Getting the premature to develop his/her feeding skills is the big challenge to the professionals that work in the NICU. Know the characteristics of preterm infants, essentials for oral feeding; to know the nurses’ opinion on nursing interventions, that promote the transition of gavage feeding for oral feeding in preterm infants; to contribute to the development of a proposal for a guide to oral feeding in preterm infants were our objectives. As a methodology, qualitative, exploratory and descriptive study. Semistructured interviews were performed to neonatal nurses. Content analysis to treat data was used. Results - Weight, gestational age, physiological stability, sucking coordination, swallowing and breathing, and feeding involvement, are fundamental parameters to begin oral feeding. Positioning the baby, reflexes stimulation, control stress levels, monitoring the temperature and the milk flow, are nursing interventions that promotes the development of feeding skills. The existence of a guide not only gives security but also promotes the respect for the developmental stages of the preterm infant, the standard of care, encourages learning, reduces the subjectivity and fosters the evidence based practice, nevertheless, it ought to have a simple structure, be practical/judicious and small. An algorithm for the preterm infants oral feeding was developed grounded on nurses’ opinion but also in the best available evidence.info:eu-repo/semantics/publishedVersio

Primary english practice programme for ages 6/7 : the need for a transformative and sustainable primary english teaching and learning processes

In the ever-evolving landscape of primary education, the significance of English instruction in shaping cognitive and linguistic development is irrefutable. As we navigate the complexities of the 21st century, a paradigm shift towards transformative and sustainable educational practices becomes imperative. This communication delves into the trajectory of a primary English teaching and learning process that aligns with transformative principles while embedding sustainability, by focusing on the main results of the implementation of the Primary English Practice Programme for Ages 6/7 (PEPPA) in the school year 2022-2023. The PEPPA project, a pilot project, aims to promote the implementation of the English disciplinary area in the curriculum of the 1st and 2nd years of schooling, in a Portuguese municipality. Its main objectives include raising awareness among pupils about the importance of learning foreign languages and providing teacher training for effective instruction in the 1st and 2nd years of schooling. Grounded in 21st-century educational paradigms, the theoretical foundation of this study underscores the importance of transformative learning experiences for primary English learners. Departing from traditional rote methods, the emphasis is on pedagogies that stimulate critical thinking, creativity, and cultural understanding. Project-Based Learning (PBL) emerges as a transformative approach, providing an immersive language acquisition experience by connecting English instruction with real-world projects. Sustainability in English education is conceptualized through the integration of eco-friendly materials, environmental themes, and responsible language use, fostering a sense of global interconnectedness among pupils. To unravel the efficacy of the proposed transformative and sustainable primary English teaching and learning process, a mixed-methods research design was employed. Qualitative data were gathered through classroom observations, questionnaires, and content analysis of educational materials. The research tools included observation grids to analyse teacher’s and pupils’ practices during lessons, rubrics for assessing project-based outcomes, and questionnaires applied to teachers. The analysis of gathered data reveals a substantial shift in primary English education towards transformative and sustainable practices. Project-Based Learning, when implemented, demonstrates enhanced language acquisition experiences, promoting critical thinking and problem-solving skills. Sustainability integration correlates with heightened environmental awareness and responsible language use among pupils. Multimodal resources, including digital platforms and interactive content, are shown to cater effectively to diverse learning styles. Continuous professional development initiatives empower educators to implement transformative practices successfully. In conclusion, the results underscore the effectiveness of embracing transformative and sustainable approaches in primary English education. The shift towards project-based, eco-conscious pedagogies positively impacts language acquisition, critical thinking, and global awareness among students. These findings advocate for a collective commitment from educators, administrators, and policymakers to foster a future generation that is not only proficient in English communication but also equipped to navigate the complexities of the 21st century. Keywords: primary English, sustainable development, soft skills, foreign language learning

Serviço Social e saúde prisional : a prática profissional no Distrito Federal

Trabalho de conclusão de curso (graduação)—Universidade de Brasília, Instituto de Ciências Humanas, Departamento de Serviço Social, 2016.Este estudo objetiva analisar a ação profissional dos assistentes sociais no contexto da saúde prisional do Distrito Federal - DF. Para atender ao objetivo da pesquisa, foi realizada uma pesquisa bibliográfica, e utilizou-se também o método qualitativo de análise de dados, obtidos por meio de entrevistas feitas com quatro assistentes sociais da saúde prisional. O trabalho faz, sobretudo, uma análise da percepção do profissionais a respeito do tema, entendendo que estes formam a rede que propiciam acesso ao direito à saúde, garantido pela Constituição Federal de 1988 e pelo Plano Nacional de Saúde no Sistema Penitenciário. Foi possível identificar os limites e dificuldades que os profissionais enfrentam em sua prática profissional, ou seja, a relação de contradições presentes no sistema prisional.This study aims to analyze the professional action of social workers in the context of prisions in the District Federal – DF. In order to meet the objective or the research, a bibliographic research was carried out, and the qualitative method of data analysis, obtained through interviews with four social prision health workers, was also used. The work mainly analyzes the perception of professionals on the subject, understanding that they form the network that provides Access to the right to health, guaranteed by the Federal Constitution of 1988 and the National Health Plan in the Penitentiary System. It was possible to identify the limits and difficulties that professionals face in their Professional practice, that is, the relation of contradictions present in the prision system

Formação e desenvolvimento de coleções do Gabinete de Leitura de Maruim : (1877-1900)

Este trabalho objetiva identificar os aspectos importantes que envolvem a Formação do Acervo desenvolvido na segunda metade do século XIX, no âmbito do Gabinete de Leitura de Maruim, trazendo como referência alguns itens bibliográficos existentes ainda hoje na própria Instituição. Apresenta, através da revisão de literatura, o contexto social, geográfico e político que marcaram o município de Maruim no final do século XIX assim como o processo de Formação e Desenvolvimento de Coleções, especialmente a prática de Doação, exercício pertinente ao campo da Biblioteconomia e que era aplicada na formação do acervo do Gabinete. Faz uma referência sobre o perfil dos colaboradores e a situação educacional dos leitores da Instituição naquela época, assim como seus interesses e influências culturais. Conclui que para a Ciência da Informação, a função desempenhada pelo Gabinete de Leitura do Maruim estar relacionada com o papel do Colégio Invisível visto que o Gabinete proporcionava troca de informações entre os leitores possibilitando assim a disseminação do conhecimento.São Cristóvão, S

To speak in the name of security : what participants of Local Security Councils think, want and do

Orientador: Maria Filomena GregoriTese (doutorado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciencias HumanasResumo: Esta tese investiga a participação da sociedade civil na discussão das políticas de segurança e prevenção da violência em São Paulo. Através da pesquisa de campo em bairros socialmente distintos - Sapopemba, Zona Leste e Campo Belo, Zona Sul -, o trabalho discute as narrativas da violência entre os moradores, suas opiniões sobre os (assim considerados) ?agentes da insegurança? e as possíveis soluções para resolver os problemas. O universo empírico central são os Conselhos Comunitários de Segurança, onde policiais, representantes das prefeituras, ?moradores comuns?, líderes de associações de bairros e entidades de defesa dos direitos reúnem-se para falar sobre seus problemas locais. No conflito multifacetado de narrativas destacam-se mudanças relacionadas à linguagem dos direitos e as bases desiguais do debate - estereótipos feitos pelos critérios de classe, gênero, etnicidade, idade e, às vezes, religião. No intuito de contribuir para uma discussão mais ampla dos obstáculos institucionais e simbólicos na elaboração de políticas, a pesquisa acompanhou favelas que foram objeto de operações policias (Operação Saturação) e os encontros da Comissão Independente e Mista, formada em caráter extraordinário para investigar as mortes que se sucederam aos ataques da facção Primeiro Comando da Capital (PCC) em maio de 2006.Abstract: This dissertation investigates civil society participation in debates on public security and violence prevention in São Paulo. Through fieldwork in two socioeconomically distinct neighborhoods - Sapopemba and Campo Belo - I seek to understand citizens' narratives of violence and their opinions about the (so called) ?perpetrators? and the possible solutions to solve the problems. The principal site of fieldwork were the Local Security Councils in which policemen, municipal officials, ordinary people, community leaders and human rights organizations get together to talk about local problems. In this multifaceted conflict of narratives, I highlight changes in the language of rights employed in, and the inequalities that underlie the debate - stereotypes of class, gender, ethnicity, age, and sometimes religion. To contribute to a wider discussion about the institutional and symbolic obstacles to establish a public prevention policy, I also did fieldwork in favelas targeted for police operations (Operação Saturação) and at the meetings of the Joint Independent Commission (Comissão Independente e Mista), an ad-hoc body charged with investigating the murders that followed the May 2006 wave of attacks perpetrated by the Primeiro Comando da Capital (PCC) faction.DoutoradoDoutor em Ciências Sociai

DENDROMETRIC CHARACTERISTICS AND BASIC WOOD DENSITY OF EUCALYPTUS CLONES IN DIFFERENT SPACING

This study aimed to analyze the effect of two planting spacing on dendrometric characteristics and basic wood density of eucalyptus clones. The experiment in the municipality of Jataí-GO, Brazil, used a randomized complete block design with three replications, in which the spacing (3.0 m x 2.0 m and 3.0 m x 3.0 m) were allocated to the plots and the clones (3335, 3336 and 3487) in the subplots. Diameter at breast height (dbh), total height (HT), total volume (VT), basic density (db), stem biomass (BS), leaf and branch biomass (BLB) and total biomass (BT) were evaluated. The data were submitted to analysis of variance, followed by the Tukey test for comparison of means at the 5% probability level. It was found that the dbh and VT characteristics were not influenced by the planting spacing nor by the clone types. The HT was influenced by the spacing with the highest value (26.3 m) verified in the spacing 3 m x 3 m. The db was influenced only by the clone types and the clones 3335 and 3487 presented the highest values (0.46 and 0.41 g.cm-3, respectively). The BS, BLB and BT were influenced only by clones with higher yields with clones 3335 and 3487. There were no significant interactions for any of the evaluated characteristics

Parental Knowledge on Breastfeeding: Contributions to a Clinical Supervision Model in Nursing

Abstract—Parental skills development in breastfeeding, not only eases the bonding and the maintenance of the process, but also, mirrors the excellence of nursing care. The study aims to assess parental knowledge concerning breastfeeding, in order to bring forth contributions for a clinical supervision model, which promotes the development of nursing skills.A quantitative and cross sectional study was conducted on a non-probability sample consisting of 135 recent mothers. The enquiry form applied allowed the assessment of parental skills on breastfeeding and in determining the conditions for the development of these skills. Most women (63%) provided information on the benefits of breastfeeding, 75% of the mothers did not show familiarity with strategies on how to continue breastfeeding. The study pointed to the existence of practices that impair the progress of acknowledgement on breastfeeding and contribute to early withdrawal, such as: delay in breastfeeding initiation, early introduction to infant formula, lack of nurses’ guidance and support on breastfeeding, during the post-partum period. Clinical supervision can be a means for the development of nursing skills allowing a widespread improvement of practices and rates (exclusivity and duration) of breastfeeding, boosting parent’s capacity, security, trust and satisfaction, which regards breastfeeding.info:eu-repo/semantics/publishedVersio