Ambiente de conhecimento da marca centrada em televisão interativa: convergência digital para um novo modelo de comunicação

Tese (doutorado) - Universidade Federal de Santa Catarina, Centro Tecnológico, Programa de Pós-Graduação em Engenharia e Gestão do Conhecimento, Florianópolis, 2014.No sistema capitalista, os meios econômicos de produção são determinantes no desenvolvimento de outras esferas socioculturais. Historicamente, os produtos da tecnologia são instrumentos da expansão econômica e agentes das transformações sociais. Isso também diz respeito aos produtos da tecnologia eletrônico-digital que, nas últimas décadas, revolucionaram os valores e os costumes socioculturais. Pois, entre outras consequências, consolidou-se a supremacia do consumo de bens simbólicos, como ativos intangíveis, sobre o consumo de bens duráveis, como ativos tangíveis. Com relação à tecnologia digital hipermídia e o contexto de transição no qual se encontra, as telas videográficas dos dispositivos eletrônicos fixos e móveis atuam como campo mediador da vida social e profissional do público que dispõe de acesso e domínio dos meios digitais. Isso alterou e continua alterando os padrões de compreensão e uso dos processos comunicativos. Por consequência, também, transforma os modelos de sociabilidade, fundando uma cultura audiovisual típica desta era digital, caracterizada pela ampliação social da vida privada. A tecnologia digital sustenta a cultura do consumo simbólico das marcas institucionais e comerciais que, também, é relacionada ao fetichismo tecnológico. Neste contexto, a tecnologia digital e os meios de comunicação tornam-se pervasivos e cada vez mais íntimos dos interagentes das marcas. Isso é descrito neste estudo sobre o emprego da tecnologia, em diversos ambientes - físicos e virtuais, e dos recursos narrativos da televisão digital na comunicação da marca institucional e comercial. Primeiramente, trata-se de um estudo exploratório que ofereceu as bases para o desenvolvimento de uma pesquisa aplicada à configuração do modelo estruturante da comunicação da marca, dividido e organizado por módulos baseados em três diferentes tipos de redes (centralizada, descentralizada e distribuída). A configuração do modelo contou com a participação consultiva e avaliativa de grupos de especialistas em marcas, televisão e cultura digital, que atuaram como sujeitos colaboradores da pesquisa. Também, foram considerados diferentes meios eletrônico-digitais que suportam e expandem o que se entende por formato televisivo na contemporaneidade. Em síntese, trata-se de um estudo interdisciplinar aplicado, que relacionou conhecimentos de Engenharia, Mídia e Gestão do Conhecimento, na composição de um modelo de comunicação para estruturar uma programação do conteúdo, destinada à comunicação em6rede da marca institucional e comercial em uma TV disposta em ambiente web e estendida para locais físicos (públicos).Abstract : In the capitalist system, the economic means of production are determinants in the development of other spheres, like the social or cultural. Historically, the products of technology are instruments of economic expansion and agents of social change. This also relates to the electronic-digital technology products that in the recent decades, revolutionized the socio-cultural values and behavior. Because of this, among other consequences, consolidated the supremacy of the consumption of symbolic goods, such as intangible assets, over the consumption of durable goods, such as tangible assets. Regarding hypermedia digital technology and the transitional context, videographic screens fixed and mobile of electronic devices is acting as mediator field of the social and professional life of the public, who has access and domain of digital media. That has changed and continues changing patterns of understanding and use of the communicative processes. Consequently, too, transforms the models of sociability, founding a typical visual culture of this digital era, characterized by a socialization of the private life. Digital technology maintains the culture of symbolic consumption of institutional and commercial brands that also is related to technological fetishism. In this context, digital technology and the media become pervasive and increasingly intimate of the "interagents" of the brands. This is described in this study on the use of technology in different environments - physical and virtuals, and by narrative resources of digital television in the institutional and commercial brand communication. Firstly, it is an exploratory study that offered the basis for the development of an applied research model for the structuring of brand communication configuration, dividing and arranging for modules based on three different types of networks (centralized, decentralized and distributed). The configuration of the model included the consultative and evaluative participation of groups of experts in branding, television and digital culture who acted as reviewers of research subjects. Were also considered different electronic-digital media that support and expand what is meant by television format nowadays. In short, it is about an interdisciplinary applied study, which reported competences of Engineering, Media and Knowledge Management, in the composition of a communication model for structuring a programation of the content, intended for institutional and commercial brand communication in a TV disposed in a web environment and extended to physical locations (public)

Análise Comparativa entre IPTV, WebTV e TVD com foco em disseminação do conhecimento

Dissertação (mestrado) - Universidade Federal de Santa Catarina, Centro Tecnológico, Programa de Pós-Graduação em Engenharia e Gestão do Conhecimento, Florianópolis, 2010O tema proposto tem por intuito realizar uma análise comparativa entre padrões digitais de televisão, com foco na disseminação do conhecimento. Para tanto, é contextualizado o cenário socioeconômico e tecnológico atual, representado pela sociedade do conhecimento, com objetivo de demonstrar as diferenças e convergências entre as tecnologias escolhidas para análise. Neste sentido, foram selecionados três padrões, Internet Protocol Television (IPTV), Televisão pela Web (WebTV) e TV digital Terrestre (TVD), que se apresentam como alternativas potenciais e congruentes com o objetivo principal da pesquisa. A metodologia adotada baseou-se numa pesquisa bibliográfica e descritiva, com foco em três áreas interdisciplinares de pesquisa: a Engenharia do Conhecimento, a Gestão do Conhecimento e a Mídia do Conhecimento. Para a realização da análise comparativa foram estabelecidos alguns indicadores/critérios, baseados na revisão sistemática da literatura, que se utilizou da pesquisa quantitativa em estudos de trabalhos correlatos, pesquisados em base de dados específica. Por fim, com os resultados obtidos na pesquisa busca-se contribuir no processo de desenvolvimento da disseminação e compartilhamento do conhecimento através de mídias digitais, dissertando sobre as principais características que compõem cada padrão e cooperar na discussão e no processo de desenvolvimento do mercado e da academia

Marcas na pós-moderniade: razão e emoção na marca política

Este trabajo tiene por objetivo analizar como está constituido el proceso comunicacional de la marca, cuyo enfoque está en la construcción y mantenimiento de una marca política. De este modo, son abordados aspectos relacionados a las características del lenguaje publicitario y del marketing, así como el análisis de algunos aspectos del ex-presidente Lula bajo la óptica de una marca. Los procedimientos metodológicos empleados fueron, la investigación bibliográfica, descriptiva, documental y el estudio de caso. Como resultado se verificó la existencia y la utilización de metodologías en las campañas de comunicación política de una marca, y se busco contribuir en los debates y en el proceso de transformaciones, a través de los nuevos medios de comunicación en la sociedad y la comunicación

Uma abordagem sistêmica sobre os padrões de TV digital

Este artigo mostra uma visão sistêmica dos sistemas de TV digital no mundo, com o objetivo de aumentar o nível de compreensão dos processos envolvidos em qualquer grande projeto que pretenda explorar as oportunidades oferecidas no presente momento. Para melhor compreender este processo são contextualizados alguns fatores que influenciaram no surgimento desse meio de comunicação, assim como os diferentes sistemas televisivos existentes. Por fim, por meio de pesquisas bibliográficas aplicadas foram selecionados os diferentes padrões de TV digital existentes no mundo e buscou-se ressaltar as diferenças tecnológicas existentes entre eles, isto é, do sistema e de seus subsistemas.

Visual outcomes and patient satisfaction after bilateral implantation of an enhanced monofocal intraocular lens: a single-masked prospective randomized study

Purpose: To evaluate and compare the visual outcomes of an enhanced monofocal intraocular lens (IOL) with two different monofocal IOLs. Setting: Eye Clinic, Department of Medicine, Surgery and Health Sciences, University of Trieste, Trieste, Italy. Design: Prospective, single-center, single-masked, randomized controlled clinical study. Methods: The study included patients undergoing phacoemulsification and IOL implantation. Patients were consecutively randomized by block randomization and assigned in a 1:1:1 allocation ratio to three study arms to bilaterally receive Tecnis EyhanceTM (model ICB00) or Tecnis® monofocal 1-piece (model PCB00) or Clareon® monofocal (model CNA0T0), respectively. Monocular and binocular (both corrected and uncorrected) visual acuities for far, intermediate and near were registered and compared among groups at 3 months. To track changes in patient quality of life, the Catquest-9SF questionnaire was administered to each patient before and after cataract extraction. Results: Ninety patients (30 for each group) were enrolled. At 3 months follow-up, statistically significant differences for intermediate visual acuities were found between the three groups. Nonstatistically significant differences were observed for distance visual acuities and the changes in Catquest-9SF scores. Conclusion: Tecnis EyhanceTM provided better results in intermediate visual outcomes without adverse effects on patients' quality of life

Global economic burden of unmet surgical need for appendicitis

Background: There is a substantial gap in provision of adequate surgical care in many low-and middle-income countries. This study aimed to identify the economic burden of unmet surgical need for the common condition of appendicitis. Methods: Data on the incidence of appendicitis from 170 countries and two different approaches were used to estimate numbers of patients who do not receive surgery: as a fixed proportion of the total unmet surgical need per country (approach 1); and based on country income status (approach 2). Indirect costs with current levels of access and local quality, and those if quality were at the standards of high-income countries, were estimated. A human capital approach was applied, focusing on the economic burden resulting from premature death and absenteeism. Results: Excess mortality was 4185 per 100 000 cases of appendicitis using approach 1 and 3448 per 100 000 using approach 2. The economic burden of continuing current levels of access and local quality was US $92 492 million using approach 1 and$73 141 million using approach 2. The economic burden of not providing surgical care to the standards of high-income countries was $95 004 million using approach 1 and$75 666 million using approach 2. The largest share of these costs resulted from premature death (97.7 per cent) and lack of access (97.0 per cent) in contrast to lack of quality. Conclusion: For a comparatively non-complex emergency condition such as appendicitis, increasing access to care should be prioritized. Although improving quality of care should not be neglected, increasing provision of care at current standards could reduce societal costs substantially

Effects of hospital facilities on patient outcomes after cancer surgery: an international, prospective, observational study

Background Early death after cancer surgery is higher in low-income and middle-income countries (LMICs) compared with in high-income countries, yet the impact of facility characteristics on early postoperative outcomes is unknown. The aim of this study was to examine the association between hospital infrastructure, resource availability, and processes on early outcomes after cancer surgery worldwide.Methods A multimethods analysis was performed as part of the GlobalSurg 3 study-a multicentre, international, prospective cohort study of patients who had surgery for breast, colorectal, or gastric cancer. The primary outcomes were 30-day mortality and 30-day major complication rates. Potentially beneficial hospital facilities were identified by variable selection to select those associated with 30-day mortality. Adjusted outcomes were determined using generalised estimating equations to account for patient characteristics and country-income group, with population stratification by hospital.Findings Between April 1, 2018, and April 23, 2019, facility-level data were collected for 9685 patients across 238 hospitals in 66 countries (91 hospitals in 20 high-income countries; 57 hospitals in 19 upper-middle-income countries; and 90 hospitals in 27 low-income to lower-middle-income countries). The availability of five hospital facilities was inversely associated with mortality: ultrasound, CT scanner, critical care unit, opioid analgesia, and oncologist. After adjustment for case-mix and country income group, hospitals with three or fewer of these facilities (62 hospitals, 1294 patients) had higher mortality compared with those with four or five (adjusted odds ratio [OR] 3.85 [95% CI 2.58-5.75]; p<0.0001), with excess mortality predominantly explained by a limited capacity to rescue following the development of major complications (63.0% vs 82.7%; OR 0.35 [0.23-0.53]; p<0.0001). Across LMICs, improvements in hospital facilities would prevent one to three deaths for every 100 patients undergoing surgery for cancer.Interpretation Hospitals with higher levels of infrastructure and resources have better outcomes after cancer surgery, independent of country income. Without urgent strengthening of hospital infrastructure and resources, the reductions in cancer-associated mortality associated with improved access will not be realised

Pooled analysis of WHO Surgical Safety Checklist use and mortality after emergency laparotomy

Background The World Health Organization (WHO) Surgical Safety Checklist has fostered safe practice for 10 years, yet its place in emergency surgery has not been assessed on a global scale. The aim of this study was to evaluate reported checklist use in emergency settings and examine the relationship with perioperative mortality in patients who had emergency laparotomy. Methods In two multinational cohort studies, adults undergoing emergency laparotomy were compared with those having elective gastrointestinal surgery. Relationships between reported checklist use and mortality were determined using multivariable logistic regression and bootstrapped simulation. Results Of 12 296 patients included from 76 countries, 4843 underwent emergency laparotomy. After adjusting for patient and disease factors, checklist use before emergency laparotomy was more common in countries with a high Human Development Index (HDI) (2455 of 2741, 89.6 per cent) compared with that in countries with a middle (753 of 1242, 60.6 per cent; odds ratio (OR) 0.17, 95 per cent c.i. 0.14 to 0.21, P <0001) or low (363 of 860, 422 per cent; OR 008, 007 to 010, P <0.001) HDI. Checklist use was less common in elective surgery than for emergency laparotomy in high-HDI countries (risk difference -94 (95 per cent c.i. -11.9 to -6.9) per cent; P <0001), but the relationship was reversed in low-HDI countries (+121 (+7.0 to +173) per cent; P <0001). In multivariable models, checklist use was associated with a lower 30-day perioperative mortality (OR 0.60, 0.50 to 073; P <0.001). The greatest absolute benefit was seen for emergency surgery in low- and middle-HDI countries. Conclusion Checklist use in emergency laparotomy was associated with a significantly lower perioperative mortality rate. Checklist use in low-HDI countries was half that in high-HDI countries.Peer reviewe

Global variation in anastomosis and end colostomy formation following left-sided colorectal resection

Background End colostomy rates following colorectal resection vary across institutions in high-income settings, being influenced by patient, disease, surgeon and system factors. This study aimed to assess global variation in end colostomy rates after left-sided colorectal resection. Methods This study comprised an analysis of GlobalSurg-1 and -2 international, prospective, observational cohort studies (2014, 2016), including consecutive adult patients undergoing elective or emergency left-sided colorectal resection within discrete 2-week windows. Countries were grouped into high-, middle- and low-income tertiles according to the United Nations Human Development Index (HDI). Factors associated with colostomy formation versus primary anastomosis were explored using a multilevel, multivariable logistic regression model. Results In total, 1635 patients from 242 hospitals in 57 countries undergoing left-sided colorectal resection were included: 113 (6·9 per cent) from low-HDI, 254 (15·5 per cent) from middle-HDI and 1268 (77·6 per cent) from high-HDI countries. There was a higher proportion of patients with perforated disease (57·5, 40·9 and 35·4 per cent; P < 0·001) and subsequent use of end colostomy (52·2, 24·8 and 18·9 per cent; P < 0·001) in low- compared with middle- and high-HDI settings. The association with colostomy use in low-HDI settings persisted (odds ratio (OR) 3·20, 95 per cent c.i. 1·35 to 7·57; P = 0·008) after risk adjustment for malignant disease (OR 2·34, 1·65 to 3·32; P < 0·001), emergency surgery (OR 4·08, 2·73 to 6·10; P < 0·001), time to operation at least 48 h (OR 1·99, 1·28 to 3·09; P = 0·002) and disease perforation (OR 4·00, 2·81 to 5·69; P < 0·001). Conclusion Global differences existed in the proportion of patients receiving end stomas after left-sided colorectal resection based on income, which went beyond case mix alone