RCAAP Repository

The article describes a survey carried out by the authors, in Ribeirão Preto, aiming at comparing the parent schooling levels of the recruits (conscritos) belonging to the cohort (population) of the newly borns between 1978/1979 and to evaluate the relation between the families' socioeconomic and cultural condition and their kid's development in school. Among the cohort boys, 2.847 were located in the military service and 1.336 were interviewed. It was noticed that while 60.6% of the recruits concluded elementary education, 47.1% of the parents had. The group classified as coming from the poor/low mid-classes, denominated by the survey as P, presented the lower schooling levels, the greater use of public night schools. The authors concluded that the kids reached higher schooling levels than their fathers (61.8%) and mothers (58,0%). It was also noticed that access to school improved. The dropout problem, however, continued being a serious matter. However, the work factor is not the only one, nor the most expressive factor responsible for such dropout levels.

This article deals with Jesús Martín-Barbero's concerns on the lack of understanding of the Colombian policy elaboration, on how the communications field can perform when confronted with the challenges Education has to confront to form free citizens that are capable of performing autonomously in society. He discusses the difficulties and, most especially, the inability the school has in order to change its relationship with the production and acquisition of knowledge. The predominant communication model in school is vertical and authoritarian in the teacher-student relationship, while linear and sequential in learning, something that does not allowing it to be open in order to be enriched by the new means of communication languages. He also discards the school's merely acquiring equipment and technologies for the illustrative transposition of contents. The author stresses that the school needs to change the way it relates to the young people, to knowledge and to the society as a whole. These changes involve understanding the centrality the communication processes have - which he denominated as the communicative ecosystem - to capacitate the young people to have a critical mentality, so they can read the world as participant citizens.

  The article touches on the matter of TV protagonism on day-to-day life in contemporaneous society, particularly on the life of the children. The author, confronted with this, presents a teaching proposal that, based on ludic exercises, orients the child's public cognoscitive development. He describes each step of these exercises, showing how teachers can work with their students on a new way to watch TV. The idea is that there be a more productive interaction between viewers and TV; an interaction that allows the public to have a freer, more autonomous and more critical position in relation to TV.

In an exclusive interview, Renato Ortiz discusses current controversial aspects, having as a background the cultural globalization process. He stresses that the identities must be understood in the contradictory process of characteristic affirmation based on an integrated matrix that changes the cultures' contents and procedures. From this perspective he touches on the State-nation crisis and highlights the fact that it is unviable to continue thinking about political alternatives simply considering the nation as the limit of the universe. He discusses how the Portuguese language can be taken on as a space to preserve cultural identities as software, films, TV programs, music etc. are produced in Portuguese. The author also discusses the relationship there is between citizenship and consumption and calls one's attention in order for one's right to citizenship not to be substituted by the right to buy. He deals with the mystifying technique, stressing that certain authors get hung up in technique and forget social and historical matters.

The author analyses the filmography that emerged in Brazil especially as of 1995, highlighting the variety in styles and themes. The diversity characterizes this production that is not concerned with proclaiming ruptures with previous production. It is possible to claim, according to the author, that this filmography guards certain thematic continuity with the past, working on different aesthetic keys. Movie directors have searched for, currently, the compositions of stories that have dialogue as a theme and that have more popular fiction: melodrama, the noir film, the slap-stick comedy, and the thriller. The author claims, furthermore, that this movie production has a dramaturgy that lives together the current picture of insecurity, including with the instability of its own survival due to uncertainties in the Country's cultural policy.

  Journalist and Editora Senac-São Paulo chief editor, A. P. Quartim Moraes, reports on the course of the implementation of the project to enhance that publishing house. It talks about the editor's responsibility all the way from a literary work's prospecting and development process, through the book's production, divulging, distribution and marketing phases. It stresses the need for market knowledge, for daringness to choose products to be transformed into books and the need for greater publication quality.  

The authors report on an interdisciplinary experience in teaching science carried out with third and fourth grade students in a public school in the State of São Paulo. They begin studying the environmental theme observing variations in temperature, in the weather and in moon phases, supported by data collection, based on scientific measurement, newspaper and book reading and on direct observation of the environment. Data analysis allows for relations to be made between different areas of knowledge such as Portuguese, Mathematics, History and Geography. It also allows for a rich and dynamic learning process, which values student knowledge and leads to scientific knowledge.  

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The author presents the Newsware site as a teaching proposal to support teachers to work with the means of mass communication. The Internet site hosts the main news pieces presented by the major daily newspapers and by the main magazines and other weekly and monthly publications. The site's team makes comments and analyses. Newsware allows, over and beyond Internet access, for the users to produce comments and criticism on such news pieces. The concern is to allow the teacher and the student to have a critical process to get to know the construction of means of communication discourses, especially in the news. Newsware, through the tecla mais (plus key) and comentário (comment) links, allows one to participate in reaching this objective, contributing on published news, building differentiated points of view.

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The article deals with the 50th anniversary of television in Brazil. It stresses the importance of this vehicle since TV emphasizes social facts, constituting itself as a privileged mediator of reality, including of the public space. The authors highlight the challenges TV presents us with permanently and how the field of communication/education can help us to confront them by giving us instruments to have a less fragmented view of the social facts. The authors list all of the bibliography on television during the six years of Comunicação & Educação's existence.

The author sustains his argumentation in the defense of a interrelationship field between communication/education, through scholars, philosophers, educators, communications students, who have produced analyses about contemporaneous reality and the relation of Human and Social Sciences with Education and Communication, having as a starting point the current importance of communications. Theoretically based, the author aims at demonstrating how the performance field for educommunication has been being set up. He also mentions the research that has been made on the profile of the professionals and researchers who perform in he area, developed by the ECA/USP Núcleo de Comunicação e Educação (Communication and Education Nucleus), between 1997 and 1999, and presents the lineout of the communication/education field in Latin America.

Abstract: The texts attempts to analyze the differences between professional activities involved with the political marketing practice and theoretical reflection aimed at studies on the several facets of Political Communications. After examining the most important criticism made against marketing professionals, the author analyzes the importance of the communicative process for political life and evaluates a few tendencies in the relationship between the media and politics in the United States, in Europe and in Brazil. It also discusses the importance of Political Communications for democracy and indicates the need for Political Communications researchers and political marketing professionals to search for alternatives to reduce the gap there is between practice and reflection on the role of the media on the directions taken on by politics.

This article deals with television's critical activity. Based on a brief reflection on the importance of art critique, the author makes relationships with TV critique. The author demonstrates that the TV critic interprets and contextualizes the TV product, placing himself or herself as a mediator between production and reception, facilitating such an approximation.

The article discusses the need for our being more critical regarding the interactivity proposals imposed as basic communications and education premises of the technological society. By and large aligned with the exercise of fruition, many interactivity proposals fall in prerogatives that, contrary to educating the contemporaneous citizen, end up leading him back to the values and assertions of the modern linear, static, unequivocal and acritical world. Based on examples in the dance appreciation area, the author dialogues with an interactivity possibility that is creative, critical, present and intentional in order to educate the citizen for the network of multiplicities in the world.

The article, originally edited by William E. Biernazki, S.J. for Saint Louis University U.S.A. Communication Research Trends, in 1997, and translated into Portuguese by Comunicação & Educação, presents a general view on the debate on the globalization of communications, most especially on the transnational media companies and on technological development. The author discusses the influence this powerful transnational industry has on the culture of the different peoples in the world and the economic force it represents, many times even opposing national States. The article emphasizes the role they have in the so-called Third World, calling one's attention to the excessive technological dependence these countries have on the transnational companies and on their countries of origin.

Journalist and GW Comunicações director, Luís Gonzalez, speaks exclusively to Comunicação & Educação about his experience at coordinating electoral campaigns of the main political leaders in the Country. Originating from the major magazine and TV newsrooms, Gonzalez shows how journalism routines are important tools to set up thematic story lines for electoral campaigns. The journalist and businessman also talks about the current characteristics of our press professionals, whose practice is much closer to declaratory and instigating "catty" journalism, one that does not expose the subjects that are really important for the Country. Gonzalez made a point of demarking marketing and journalism, but he recognizes that the propitious journalistic language, in an electoral campaign, plus elements for the citizen to make his or her evaluation on the candidates' proposals.

A autora comenta o livro Comunicação & Educação - a linguagem em movimento, de Adílson Citelli, ressaltando como o autor faz o percurso das teorias de comunicação à análise da educação no contexto das novas tecnologias, destacando a necessidade de a escola desenvolver mecanismos que propiciem a inter-relação das linguagens utilizadas por cada um desses campos. Analisa como a obra dá a chave para que o leitor compreenda a conexão entre comunicação e educação através do jogo dialógico da construção de sentidos, permitido pela linguagem verbal, dando relevância às contribuições de Mikhail Bakhtin em relação, principalmente, à concepção de interação verbal, pois é ela, enquanto realidade fundamental da língua, que materializa o processo comunicativo e educativo.

O depoimento do gestor e coordenador de comunicação da prefeitura de Santo André refere-se ao trabalho que vem desenvolvendo na prefeitura, salientando a importância de um projeto de comunicação que interaja com a população. Ele ressalta especificidades da comunicação na administração pública e destaca os desafios da implantação de um projeto comunicacional que inclua a comunidade como parte ativa e atuante, a exemplo do que vem sendo feito em Santo André.