As reportagens das mídias estrangeiras sobre o Brasil dos megaeventos esportivos: soft power, periferia e dependência / Foreign media reports about Brazil's mega sporting events: soft power, periphery and dependence / Los reportajes de los medios extranjeros sobre el Brasil de los megaeventos deportivos: soft power, periferia y dependencia

Neste artigo, a partir da análise de reportagens de nove jornais estrangeiros publicadas durante a Copa do Mundo e os Jogos Olímpicos realizados no Brasil, discutimos se a categoria soft power pode ser aplicada ao Brasil dos megaeventos esportivos. Consideramos que a categoria não pode ser aplicada em nações periféricas e deve ser repensada para países de economia dependente. Por isso, propomos de maneira embrionária uma redefinição da teoria de soft power. Neste contexto, surge a categoria "soft power heterodoxo". A partir de tal categoria, consideramos que os jornais analisados retrataram dois países em um mesmo território, um em 2014 e outro em 2016. Levantamos cinco hipóteses para compreender este fenômeno: organização, dimensão, características, logística, desinteresse. Ademais, este estudo evidencia que não há elementos que possam corroborar avanço no soft power do Brasil a partir das Copa do Mundo (2014) e dos Jogos Olímpicos (2016)

In this article, based on the analysis of reports from nine foreign newspapers published during the World Cup and the Olympics held in Brazil, we discuss whether the category of Soft power can be applied to the Brazil of mega sporting events. We consider that it cannot be applied to peripheral nations and must be rethought for countries with dependent economies. Therefore, we propose an initial redefinition of the soft power theory. This context gives rise to 'heterodox soft power' category based on which we consider that the newspapers analysed portray two different countries in the same territory ­ one in 2014 and another one in 2016. We point out five hypotheses to understand this phenomenon: organization, size, characteristics, logistics, lack of interest. In addition, this study shows that there are no elements to corroborate advances in Brazilian soft power after the World Cup (2014) and the Olympics (2016)

En este artículo, a partir del análisis de reportajes de nueve periódicos extranjeros publicados durante la Copa del Mundo y los Juegos Olímpicos realizados en Brasil, discutimos si la categoría soft power puede ser aplicada al Brasil de los megaeventos deportivos. Consideramos que la categoría no puede ser aplicada en naciones periféricas y debe ser repensada para países con economía dependiente. Por eso, proponemos de manera embrionaria una redefinición de la teoría de soft power. En este contexto, surge la categoría 'soft power heterodoxo'. A partir de esa categoría, consideramos que los periódicos analizados retrataron dos países en un mismo territorio, uno en 2014 y otro en 2016. Levantamos cinco hipótesis para comprender este fenómeno: organización, dimensión, características, logística, desinterés. Además, este estudio pone en evidencia que no hay elementos que puedan corroborar avance en el soft power de Brasil a partir de los megaeventos mencionados

Improving Soft Power of Personnel Work to Construct New Environment for Human Development / 中国康复理论与实践

In order to build a good environment for the development of both staffs and hospital, our hospital carried out a strategy of Staffs Construct Hospital, Staffs Evolve Hospital, Staffs Make Hospital Powerful. This paper proposed a new idea of creating a new environ-ment for human development, that improved the soft power of personnel work with core values of the hospital, and advocated performance and compatibility.

Scientific Perspective on Development of Chinese Traditional Medicated Food / 浙江中医药大学学报

[Objective] To explore the relationship between Chinese traditional medicated food science and modern nutriology, identify the developmental direction of modern medicated food culture, and propose suggestions for the scientific development of medicated food culture. [Method] Based on the previous studies, the comparative research was conducted to analyze the difference between and similarity of medicated food science and modern nutriology in terms of the theory system and research expertise. [Result] The scientific and objective recognition of the effects of medicated food could promote the development of medicated food culture. For the academic research, the advantages of traditional medicated food culture and weakness of modern nutriology need to be understood. For the practice, the experience of modern nutriology can be learned to help the innovation of medicated food science's research methods and regulation of usage. [Conclusion] The development of medicated food culture not only needs to inherit the tradition, but also needs to learn from the modern nutriology and pharmacology, and assimilates the achievements from modern western science civilization.