RCAAP Repository

The communication specialist André Barbosa Filho, special adviser at the Republic Presidency Civil Office on matters related to the communication public policy, comments the implementationimpact, in Brazil, of new technologies linked to broadband and digital television systems besides commenting the publicpolicies priorities related to the social and technological changes brought by these innovations.

The critique, through the Skol beer advertising, with the film Argentinos do samba, discuss the theme of identity construction, specifically the national identity, relating the discussion about advertising, with the process of consumption. It is demonstrated how the consumption is essential to the production process, engine of the society dynamic. The advertising, inserted in media culture, gives speed to the process of consumption, which means, the good is produced and the advertising’s role is to publicize it to be consumed, associating its functionality (use value) to its symbolic values (exchange value). And so, the advertisingmakes possible, by images and discourses, the circulation of identity behaviors, associated with lifestyles.

Sales record-breaking at children an adolescent’s Brazilian literature, the writer Pedro Bandeira talks about his creative process and his career evolution, entirely dedicated to child and adolescent public. He also comments the Brazilian readers profile, the educational scenery shortages for children and young peopleand discusses the stimuli they receive, or shall receive, throughout life, to become adult readers.

This article analyzes the interactivity in a virtual learning environment as a way to provide students the participationin the construction of knowledge that is developed in distance. From a conceptual discussion of the term, it questions the place of interactivity in education that understands the process of learning as pedagogical mediation. Finally, it comes to check how is the involvement of students in a discipline in distance, taking the case of the Laboratory Management I class, offered by the University of the Sinos Valley – Unisinos, in 2008.

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Situated in the historical area of Rio de Janeiro, in one of the city’s most important architectural complexes, the National Historical Museum, an integrant of the Brazilian Institute of Museums, is the guardian of the largest collection of culturalheritage of the Brazilian Ministry of Culture. With more than 277. 500 items, among which the largest numismatics’ collection of Latin America, sculptures, iconographic and manuscripts documents, paintings, rare masterworks , civilian and military garments, gunnery, ancient historical vehicles, toysand other significant objects from native Brazilian and African cultures. Host to the first Museology school in Brazil – nowadayslocated at UNIRIO – the museum develops intense research and editorial activities, offers international seminars, courses,training programs for teachers and guided tours to the long duration and temporary exhibitions for elementary and secondgrade students. It also has special projects aiming to enhance the democratic access of all of the various strata of Brazilian society.

In this section of Videography, we propose a study on two audiovisual productions. We have verified that some literary works, when adapted to cinema or television, are accepted by all kinds ofaudience, including teachers and students, regardless the region or social class they are from. It was in this perspective, that wechose the motion pictures Mutum (2007), by Sandra Kogut, inspired by Miguilim, from the novel Campo Geral by JoãoGuimarães Rosa (1956), and the miniseries Auto da Compadecida (1999), by Guel Arraes, conceived from the theater play by Ariano Suassuna (1955).

Ruth Ribas Itacarambi proposes pedagogic projects to be developed in classroom with elementary, middle level and higher education students, by using this issue’s articles.

It has just been installed in Brazil a new pedagogical proposal for undergraduate education, with two training centers, one at the University of São Paulo and another at the Federal University of Campina Grande, inaugurating, respectively,a major and a bachelor’s degree in Educommunication. The new programs have come in a moment in which the National Council of Education published the new National Curriculum Guidelinesfor Elementary School, opening a huge field of work for new professionals, in authorizing the school to share the taskof educating and caring with specialists from other areas, including those which regard to the relationships betweenmedia and education. This issue of the journal celebrates such events and offers a series of articles involving concepts suchas communicative production, art, ethics, reception, consumption, education and censorship, a collaboration to understand the phenomenon of communication in itsrelationship with educational practices.

Propomos um dispositivo analítico de leituras de divulgação científica. Levantamos algumas características do discurso jornalístico, com base nos critérios de noticiabilidade, bem como algumas especificidades do jornalismo científico para a construção de um dispositivo analítico para leitura de textos de divulgação científica sobre física, nas revistas Ciência Hoje e Pesquisa Fapesp. Esse dispositivo foi colocado a funcionar em uma atividade de leitura com estudantes do curso de licenciatura em física. A análise de respostas a um questionário e de falas gravadas dos estudantes indicou alguns de seus gestos de interpretação com características do discurso jornalístico, o que contribuiu para justificar a construção do dispositivo.

The teaching of ethics in journalism is rarely studied and discussed in Brazil. This scenario is not unique to journalism. In this work, professors of ethics provide important information about how to teach ethics in journalism courses in the country. We use a sample of one hundred more traditional courses and teachers respondedto a questionnaire about teaching practices, methodologies and technologies used. The results suggest that, although ubiquitous,the teaching of journalistic ethics has yet to consolidate content and approaches. The data also point to efforts to boost teachers’ classes.

This paper brings an analysis on the prior censorship process of the theater play The Well (O poço, 1950), by Helena Silveira, whose documents are filed in the Miroel Silveira Archives of ECA-USP. Going from the opposition between the aesthetical and political characteristics of the play, we can interpret the prohibition of The Well and of other works that criticallyintroduce and discuss the social reality aspects and facts. On one hand, the documents show us trends of a time and the status quo strength to what was innovative, transformative, provocative, unknown and unused by the half of the XXth century, under the influence of what was happening in the world. Censors were in search of those signals of subversion, of the ideology against the establishment, even if the artistic class in general was ready to resist. On the other hand, the proceedingsshow us exchanges and influences among media, languages, authors and artists, introducing new imbrications that are not always recognized.

Contemporary society, often called consumer society, is characterized by constant and permanent transformations,accelerated by technology’s advancement. The relationship among communication/reception/consumption, characteristic ofour era, manifests itself in society as a whole. We considered that the symbolic and material aspects of the product are intrinsically connected: every product has a significance that is socially attributed and a concrete side – the object per se stante does not have a value while it is not utilized by society.

Esse texto apresenta a trajetória do Grupo Eldorado, de São Paulo, que chegou a ser composto de duas emissoras de rádio (AM e FM), um estúdio, uma gravadora, uma editora musical e uma distribuidora de discos. Sua ênfase, no entanto, será nas atividades do estúdio, criado em 1971, e da gravadora, criadaem 1977.

This research focuses on Brazilian funk being promoted in London. The main aim is to analyze the phenomenon of funk music created in the slum context in Rio de Janeiro and to identify how it has been represented in UK. To better illustrate this theme, this essay’s focus is the documentary I’m ugly but trendy. This study isdivided into sections. The first reading is concerned with the significance of funk in Rio’s slums, by exploring the relationshipbetween youth slum people, funk music and local identity. The second is concerned with the representations of funk cariocadisplayed through the film. The video has been selected as a multimodal text.

This study intends to display an historical overview of the CETVN – Centro de Estudos de Telenovela da Escola de Comunicações e Artes da Universidade de São Paulo (Telenovela Study Center of the University of São Paulo – Arts and CommunicationProgram) since its beginning until current days. Remembering November 2007, when its website – our study object – was put on air. Our research was to conduct a set of interviews, comparative analysis of other websites, as well as the own CETVN website users. E-mails and contact formularies (Fale Conosco) were analyzed and considered in the study. Weconcluded with a opinion research and a complex bibliographic review. The project’s goal is to start discussions about the website police, targets and interactivity tools, and from there keep improving its content, with a better communication process, aiming CETVN to an active participation at the world wide (wide) web.

A jornalista Lúcia Araújo, gerente- -geral do Canal Futura – TV educativa gerida pela Fundação Roberto Marinho –, fala sobre os desafios e diferenciais de se administrar uma televisão voltada àeducação no Brasil, comentando a maneira pela qual o público vê o tema e falando sobre o perfil do profissional necessário aos novos modelos de comunicação que surgem atualmente no mercado.

Os publicitários se valem de diversos recursos retóricos para divulgar produtos e serviços, assim como causas sociais e plataformas políticas. Quando produzem material para divulgar no campo os seus trabalhos, ou seja, quando o target são os seus próprios pares, a ironia se destaca, por vezes na forma do grotesco, como figura retórica central. Fato que denota não só uma escolha, mas revela ser parte do habitus profissional (Bourdieu). Neste artigo, discutiremos a retórica que sustenta a publicidade feita unicamente para o consumo dos publicitários, analisando a cena enunciativa (Maingueneau) de duas campanhas veiculadas em épocas distintas: uma, de 2005, do Clube de Criação de São Paulo e, outra, de 2010, da produtora de comerciais Corporação Fantástica.

The folklorist Raquel Trindade, daughter of the poet, writer and black activist Solano Trindade, takes ahead his father’s work focused in the black culture preservation and renewal in Brazil – through activities that involve several art forms, including dance, theater arts and music. She relates, in this declaration , about her family story and how they put down roots in São Paulo State country-side, about her trajectory as an artist and an activist, about the challenge and the importance of keeping alive the black culture in Brazil.

First you will find it strange, but then you interiorize it. This is how we could define, using Fernando Pessoa, the first contact of a child or adolescent with the non-blockbuster cinema. Train the spectator to watch films that require careful consideration and a thorough interpretation – that is the role of teachers that, somehow, influence the lives and tastes of those with whom they contact. The need for training these professionals is associated with the difficulty of over passing established bureaucracies and prejudices that continue to constrain the introduction of cinema in the programs of basic and secondary education. In Algarve, the southernmost region of Portugal, the Youth Film School project (Juventude Cinema Escola), coordinated by Graça Lobo, has acquired a reputation and seriously counter-currents.