A metáfora da transitividade no gênero notícia jornalística: uma abordagem sistêmico-funcional

In this study, we sought to examine how the System of Transitivity is represented so  that  the  enunciation  purposes  of  journalistic  news  genre  are  achieved more efficiently. Could be identified in this particular context of interaction, a  change  in  the  semantic  categories  of  Circunstance  and  Participant Actor involving the Processes of the type Material. We call this change the Metaphor of Transitivity, considering the more expanded concept of Metaphor suggested by systemic-functional linguistics. The research was limited to the Transitivity System coded around the Material Process open performed on clauses whose function is to journalistic news headlines.Neste artigo, buscou-se verificar o modo como o Sistema de Transitividade é  representado  nas  notícias  jornalísticas  a  fim  de  que  seus  propósitos comunicativos  sejam  mais  eficazmente  alcançados.  Foi  possível  identificar, nesse  contexto  particular  de  interação,  uma  representação  metafórica  do significado, a partir da codificação das categorias semânticas. A esse processo metafórico, atribuímos o rótulo de Metáfora da Transitividade, tendo em vista o conceito mais ampliado de Metáfora sugerido pela Teoria sistêmico-funcional. Limitou-se o foco da investigação ao Sistema de Transitividade codificado em torno do Processo Material abrir, em cláusulas cuja função é a de manchetes das notícias jornalísticas

Fields of Action to Advance the Digital Transformation of NPOs : Development of a Framework

Technology-based business improvements characterize the so-called digital transformation (DT). For non-profit organizations (NPOs), with their unique value creation structure and specific preconditions in terms of staff and resources, keeping up with the DT is challenging. Still, opportunities for the DT are unknown. Thus far, there are no comprehensive guidelines for DT strategy development in NPOs. Both digital value creation and digitally supported communication with customers can lead to competitive advantages. Therefore, NPO decision-makers must understand the opportunities and the challenges of DT. In our research approach, we aim to answer the research question: What are the fields of action for the digital transformation in NPOs? Following a grounded theory approach, we have developed a theoretical framework including fields of action and guidance for the strategic advancement of DT in NPOs. The results show that NPOs need to be aware of their digital communications channels with volunteer staff, customers and donors. A clear DT vision and new roles help NPOs meet this challenge