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1.
RECIIS (Online) ; 15(1): 136-154, jan.-mar. 2021. ilus
Article in Portuguese | LILACS | ID: biblio-1177113

ABSTRACT

Com o avanço das tecnologias de informação, as redes sociais estão inseridas diretamente no cotidiano dos indivíduos e refletem o modo como grupos e indivíduos constroem suas relações sociais, afetivas e laborais. Considerando que a percepção sobre os corpos é influenciada pelos canais de comunicação, este trabalho procura discutir o crescimento do movimento Body Positive (BoPo) em perfis do Instagram, tendo em vista a estetização da saúde e o efeito de influência e controle que são exercidos sobre a relação dos indivíduos com seus corpos. Para tanto, toma-se como referência a análise dos mecanismos neoliberais de controle e modulação de subjetividades marcados pela exigência de desempenho máximo e pela permanente concorrência consigo mesmo e com os outros. Procura-se apresentar uma reflexão crítica sobre a capacidade de captura dos mecanismos de controle em redes sociais que, em associação ao mercado capitalista, produzem novas roupagens para antigos dispositivos de poder.


With the advancement of information technologies, social media are inserted straight in people's daily life and reflect the way groups and individuals build their social, affective, and work relations. Considering that body perception is influenced by media channels, this paper aims to discuss the Body Positive movement increase on Instagram profiles, given the aestheticization of health and the influence and control effect over the relation of individuals with their bodies. Therefore, it takes as reference the analysis of neoliberal's control and subjectivity modulation mechanisms marked by both the exigency of maximum performance and the permanent competition with itself and the others. It seeks to present a critical reflection on the capture capacity of the social media control mechanisms that, associated with a capitalist market, produces new clothes to old power dispositives.


Con el avance de las tecnologías de la información, las redes sociales se insertan directamente en la vida diaria de las personas y reflejan la forma en que los grupos y las personas construyen sus relaciones sociales, afectivas y laborales. Teniendo en cuenta que la percepción de los cuerpos está influenciada por los canales de comunicación, este documento busca discutir el crecimiento del movimiento Body Positive (BoPo) en los perfiles de Instagram, en vista de la estetización de la salud, la influencia y el efecto de control que se ejercen sobre la relación de individuos con sus cuerpos. Con este fin, se toma como referencia el análisis de los mecanismos neoliberales para controlar y modular las subjetividades marcadas por la demanda de máximo rendimiento y competencia permanente consigo mismo y con los demás. Busca presentar una reflexión crítica sobre la capacidad de capturar mecanismos de control en las redes sociales que, en asociación con el mercado capitalista, producen ropa nueva para viejos dispositivos de energía.


Subject(s)
Humans , Beauty Culture , Communication , Information Technology , Social Networking , Social Media , Clothing , Social Marketing , Life Style
2.
Rev. Bras. Cancerol. (Online) ; 67(3): e-041183, 2021.
Article in Portuguese | LILACS | ID: biblio-1291916

ABSTRACT

Introdução: O marketing social é reconhecidamente uma ferramenta utilizada pela gestão de saúde coletiva no Brasil. Em se tratando especificamente da promoção da prevenção e controle do tabagismo, é importante analisar como se dá o seu uso por meio do principal órgão governamental nacional que detém essa atribuição. Objetivo: Analisar, a partir do uso do marketing social, em que nível de complexidade estão sendo propostas mudanças na sociedade em relação ao tabagismo. Método: Por meio da análise das campanhas publicitárias produzidas pelo Instituto Nacional de Câncer José Alencar Gomes da Silva (INCA) e utilizando a abordagem da análise do discurso publicitário, foi possível direcionar a investigação e compreender o processo de construção das peças publicitárias. Resultados:Após a categorização dos discursos, conforme a predominância de suas funções, foi viável relacioná-los aos níveis de mudança social pretendidos em cada peça publicitária e, com isso, compreender como o marketing social pode ser uma importante estratégia de promoção à adoção de medidas capazes de prevenir de doenças, como é o caso do câncer. Conclusão: Identificou-se a utilização do marketing social como ferramenta direcionada ao controle do tabagismo e relacionada ao nível mais complexo e avançado de mudança social e, portanto, com caráter de maior dificuldade de implementação.


Introduction: Social marketing is acknowledgedly a tool public health management uses in Brazil. In the specific case of the promotion of tobacco control and prevention, it is important to analyze how its use occurs through the main national government agency that oversees this assignment. Objective: To analyze, based in the use of social marketing, to what level of complexity changes are being proposed to the society in relation to smoking. Method: By analyzing advertising campaigns the National Cancer Institute José Alencar Gomes da Silva (INCA) produces and utilizing the advertising discourse analysis approach, it was possible to direct the investigation and understand the process of building advertising pieces. Results: After the categorization of speeches, according to the predominance of their functions, it was possible to relate them to the levels of social change intended in each advertising piece and thereby understand how social marketing can be an important strategy to promote measures capable of preventing diseases, as is the case of cancer. Conclusion: The use of social marketing was identified as a tool aimed for tobacco control and related to the most complex and advanced level of social change and therefore, difficult to execute.


Introducción: El marketing social es reconocido como una herramienta utilizada por la gestión de salud pública en Brasil. En el caso de una promoción específica de la promoción y el control del tabaco, es importante analizar cómo proporciona uso a través de la principal agencia del gobierno nacional que detecta ese uso. Objetivo: Analizar, desde el uso del marketing social, en qué nivel de complejidad se están aplicando cambios en la sociedad en relación con el tabaquismo. Método: Al analizar las campañas publicitarias producidas por el Instituto Nacional del Cáncer José Alencar Gomes da Silva (INCA) y utilizando un enfoque de análisis del discurso publicitario, fue posible dirigir una investigación y comprender el proceso de construcción de piezas publicitarias. Resultados: Después de la categorización de los discursos, de acuerdo con el predominio de sus funciones, fue posible relacionar los niveles de cambio social deseados en cada pieza publicitaria y así comprender cómo el marketing social puede ser una estrategia importante para promover medidas capaces de prevenir enfermedades, como es el caso del cáncer. Conclusión: El uso del marketing social se identificó como una herramienta dirigida al control del tabaco y al nivel más complejo y avanzado de cambio social, por lo tanto, con un carácter de mayor dificultad en la ejecución.


Subject(s)
Tobacco Use Disorder/prevention & control , Social Marketing , Smoking Prevention , Social Change , Brazil , Cancer Care Facilities , Advertising
3.
Rev. latinoam. psicol ; 52: 226-234, June 2020. tab, graf
Article in Spanish | LILACS, COLNAL | ID: biblio-1251897

ABSTRACT

Resumen El objetivo de la investigación fue desarrollar un modelo para identificar las di mensiones del valor percibido de destinos turísticos oscuros, con una muestra de 821 parti cipantes. Se analizaron diferentes estructuras a través de un análisis factorial confirmatorio, centrándose en los índices de ajuste absoluto. Los resultados muestran que un modelo con cuatro dimensiones correlacionadas presenta los índices más altos de bondad de ajuste. Dentro del nuevo modelo es posible evidenciar una fuerte correlación entre el componente hedónico y el componente de búsqueda de sensaciones, con una correlación de .97, seguida por una correlación de .76 entre el componente hedónico y el componente utilitario; también entre el componente de búsqueda de sensaciones y el componente hedónico, cuyo coeficiente es de .57. Así, el interés por el turismo oscuro se relaciona en primera instancia con la búsqueda de sensaciones y en un grado menor, pero consistente, con el valor hedónico y utilitario perci bido. Finalmente, no se encuentran diferencias significativas intergeneracionales, ni diferen cias significativas entre sexos en la forma de percibir el valor de los destinos turísticos oscuros.


Abstract The purpose of this research was to develop a model to identify the dimensions of perceived value of dark tourist destinations, with a sample of 821 participants. Different structures are analyzed through a confirmatory factor analysis, focusing on absolute adjustment rates. The results show that a model with four correlated dimensions has the highest goodness-of-fit indexes. Within the new model it is possible to show a strong correlation between the hedonic and the sensation-seeking component, with a correlation of .97, followed by a correlation of .76 between the hedonic and the utilitarian component, as well as between the sensation-seeking and the hedonic component, whose coefficient was .57. Thus, interest in dark tourism is primarily related to sensation-seeking and to a lesser but consistent degree to the hedonic and utilitarian value per ceived by people in tourist destinations. Finally, no significative intergenerational differences were found in the way the value of dark tourist destinations is perceived and no differences between sex groups were found too.


Subject(s)
Factor Analysis, Statistical , Predictive Value of Tests , Social Marketing , Tourism
4.
Pensar Prát. (Online) ; 2317/04/2020. Tab, Ilus
Article in Portuguese | LILACS | ID: biblio-1145230

ABSTRACT

O objetivo do artigo foi analisar a relação da imagem corporal com a credibilidade profissional do personal trainer na escolha do aluno. É uma pesquisa descritiva e quantitativa, com 1000 indivíduos praticantes de musculação das cidades Patos-PB e João Pessoa-PB. Foi utilizado o questionário de autoimagem Escala de Silhuetas. 17,7% e 29,6% escolheram mulheres, enquanto 15,4% e 17,1% escolheram homens na cidade de Patos e João Pessoa, respectivamente. Observa- se que o desejo da imagem corporal está relacionado à idealização da imagem corporal do personal trainer (p<0,001). Conclui-se que a imagem corporal do personal trainer pode ser um fator influente em sua escolha pelos alunos, e a exigência nesse tocante pode divergir pela diferença regional da população.


The objective was to analyze the relationship of body image with the professional credibility of the personal trainer in the student's choice. It is a descriptive and quantitative research, with 1000 individuals practitioners weight training in the cities Patos-PB and João Pessoa-PB.The self-image questionnaire Scale of Silhouettes was used. 17,7% and 29,6% chose women, while 15,4% and 17,1% chose men in the city of Patos and João Pessoa, respectively. It is observed that the desire for body image is related to the idealization of the body image of the personal trainer (p <0.001). It is concluded that the body image of the personal trainer can be an influential factor in the choice of students, and the requirement in this regard may diverge due to the regional difference of the population.


El objetivo fue analizar la relación de la imagen corporal con la credibilidad profesional del entrenador personal en la elección del alumno. Es una investigación descriptiva y cuantitativa, con 1000 individuos practicantes en entrenamiento con pesas en las ciudades Patos-PB y João Pessoa-PB. Se utilizó el cuestionario de autoimagen Escala de siluetas. 17,7% y 29,6% eliegieron mujeres, mientras que el 15,4% y 17,1% eligieron hombres em la ciudad de Patos y João Pessoa, respectivamente. Se observa que el deseo de imagen corporal está relacionado con la idealización de la imagen corporal del entrenador personal (p <0,001). Se concluye que la imagen corporal del entrenador personal puede ser un factor influyente en la elección de los estudiantes, y el requisito a este respecto puede divergir debido a la diferencia regional de la población.


Subject(s)
Humans , Male , Female , Body Image , Social Marketing , Professionalism , Self Concept , Surveys and Questionnaires
5.
RECIIS (Online) ; 13(4): 817-830, out.-dez. 2019. ilus
Article in Portuguese | LILACS | ID: biblio-1047572

ABSTRACT

Este artigo mapeia as estratégias de atuação do Ministério da Saúde na rede social Instagram. Realizou-se um estudo de caso no período de agosto de 2017 a agosto de 2018 para verificar como o tema da amamentação foi abordado na rede oficial do governo brasileiro para saúde. O corpus tem 65 posts sobre a questão, que foram analisados considerando as métricas de monitoramento das redes sociais: alcance; volume; atividade; engajamento dos usuários e influência do conteúdo junto aos seguidores. Analisando as estratégias de atuação do marketing social e digital identificou-se a falta de interação e resposta aos usuários e a baixa diversidade de representação das mulheres. O levantamento aponta a necessidade de problematizar as práticas do Ministério nesta rede e propor melhorias para ampliar o diálogo com a sociedade.


This article maps out the strategies of performance of the Brazilian Ministry of Health in Instagram's social network. A case study was carried out in the period from August 2017 to August 2018 to verify how the topic of breast-feeding was approached in the official network of the Brazilian government for health. The corpus has 65 posts about that issue which were analised considering the measures to monitor social networks: scope, volume, activity, user engagement and influence of the content on the followers. Analyzing the strategies of social and digital marketing used by the Brazilian government for health, it was identified the lack of interaction with users and of response to them and the low diversity of women represented on its Instagram profile. The research points out that we need to problematize Ministry practices in this network and to propose improvements to broaden the dialogue with the society.


El artículo mapea las estrategias de actuación del Ministerio de Salud de Brasil en la red social Instagram. Se realizó un estudio de caso en el período de agosto de 2017 hasta agosto de 2018 para escudriñar como se abordó el tema de la lactancia en la red oficial del gobierno brasileño para salud. El corpus tiene 65 posts a respecto del asunto y fueron estudiados considerando las medidas para monitorizar redes sociales: alcance; volumen; actividad; interacción de los usuarios e la influencia del contenido en los seguidores. Analizando las estrategias de actuación del marketing social y digital se identificó falta de interactividad, usuarios sin respuesta y la baja diversidad de representación de las mujeres en lo perfil del gobierno brasileño en Instagram. La investigación apunta la necesidad de problematizar las prácticas del Ministerio en esta red y de proponer mejorías para ampliar el diálogo con la sociedad.


Subject(s)
Humans , Female , Infant, Newborn , Infant , Breast Feeding , Social Marketing , Social Media , Online Social Networking , Government Agencies , Health Promotion , Unified Health System , Brazil , Community Networks , Health Policy , Interpersonal Relations
6.
Ciênc. Saúde Colet ; 24(12): 4449-4458, dez. 2019.
Article in Portuguese | LILACS | ID: biblio-1055741

ABSTRACT

Resumo O artigo propõe uma leitura da crise da saúde no interior de uma crise mais ampla das utopias e da necessidade de reinventarmos a emancipação social que indique trilhas realistas de esperanças a partir do presente. Para isso propomos a articulação de quatro tipos de justiça: social, sanitária, ambiental e cognitiva. As duas primeiras são bem conhecidas do pensamento crítico e da saúde coletiva, e as duas últimas ampliam o entendimento da crise em sua natureza civilizatória, ética e planetária, marcada pelas contradições e potencial destrutivo da modernidade eurocêntrica, ocidental e capitalista. O social, na perspectiva assumida, é considerado indissociável das dimensões ecológicas, ontológicas e epistemológicas que marcarão os grandes embates na interface entre ética, política, ciência e transformação social em tempos de acirramento das várias crises, surgimento de distopias e necessária transição civilizatória. O artigo se apoia nas contribuições de três campos do conhecimento: a saúde coletiva, a ecologia política e as abordagens pós-coloniais, em especial as epistemologias do Sul de Boaventura de Sousa Santos, em torno da reinvenção da emancipação social. Ao final propomos breves reflexões para que a saúde coletiva produza alternativas sobre temas como desenvolvimento econômico, científico e tecnológico, promoção, vigilância, atenção e cuidado.


Abstract The article proposes a reinterpretation about the health crisis within a broader crisis of utopias and the need to reinvent social emancipation that can show us realistic paths of hope from the present. For this purpose, we propose the association of four types of justice: social, health, environmental and cognitive. The two first ones are well known in critical thinking and collective health, and the last two extend the understanding of the crisis in its civilizing, ethical, and planetary aspects, marked by the contradictions and destructive potential of Eurocentric, Western and capitalist modernity. The social is considered inseparable from the ecological, ontological, and epistemological dimensions in the interface between ethics, politics, science and social transformation related to the various crises and the necessary civilizational transition. The article is based on contributions from three fields of knowledge: collective health, political ecology and postcolonial approaches, especially the Epistemologies of the South, as presented by Boaventura de Sousa Santos around the reinvention of social emancipation. Finally, we propose some brief reflections for collective health to produce alternatives on topics such as economic, scientific and technological development, health promotion, surveillance, and care.


Subject(s)
Humans , Social Justice , Environmental Health , Public Health , Freedom , Right to Health , Violence , Warfare , Economic Development , Clothing , Colonialism , Metaphor , Capitalism , Social Marketing , Racism , Ethnic Violence , Sustainable Development/economics , Industry
8.
RECIIS (Online) ; 13(2): 365-380, abr.-jun. 2019. ilus
Article in Portuguese | LILACS | ID: biblio-1005619

ABSTRACT

O presente estudo visa compreender os fatores de influência para a redução do consumo das bebidas açucaradas. Nesse intuito, adotou-se uma abordagem qualitativa, a fim de desenvolver ferramentas de marketing social para a promoção da redução do consumo entre adolescentes. Foram realizadas entrevistas gravadas em áudio, com roteiro semiestruturado, sendo entrevistados onze adolescentes de 16 a 18 anos, variando entre estudantes do ensino médio de instituições públicas e privadas do estado da Paraíba. Os resultados indicaram que os principais incentivos para o consumo são o sabor, preço, praticidade e o assédio dos amigos e familiares que incentivavam o consumo de bebidas açucaradas. Fazendo o uso de ferramentas de marketing social, verificou-se que a conscientização sobre os aspectos negativos da ingestão dessas bebidas, a inserção de ações reguladoras e a exposição dos malefícios contribuem para uma nova consciência sobre o consumo dessas bebidas e a redução do consumo.


In order to understand the influence factors for the reduction of consumption of sugar-sweetened beverages, a qualitative approach was adopted in order to develop social marketing tools to promote consumption reduction among adolescents. Interviews were recorded, with a semi-structured script. Eleven adolescents aged 16 to 18 years were interviewed, varying among high school students from public and private institutions in the state of Paraíba. The results indicated that the main incentives for consumption are the taste, price, practicality and harassment of friends and family that encouraged the consumption of sugary drinks. Using social marketing tools, it was found that awareness of the negative aspects of the intake of these beverages, the insertion of regulatory actions and the exposure of the maladies contribute to a new awareness about the consumption of these beverages and the reduction of consumption.


Con el objetivo de comprender los factores de influencia para la reducción del consumo de las bebidas azucaradas, se adoptó un abordaje cualitativo, con el fin de desarrollar herramientas de marketing social para la promoción de la reducción del consumo entre adolescentes. Se realizaron entrevistas grabadas por audio, con guión semiestructurado, siendo entrevistados once adolescentes de 16 a 18 años. Los resultados indicaron que los principales incentivos para el consumo son el sabor, precio, practicidad y el acoso de los amigos y familiares que incentivaban el consumo de bebidas azucaradas. Al hacer el uso de herramientas de marketing social, se verificó que la concientización sobre los aspectos negativos de la ingestión de esas bebidas, con la inserción de acciones reguladoras y la exposición de los maleficios contribuyen a una nueva conciencia sobre el consumo de esas bebidas y la reducción del consumo.


Subject(s)
Humans , Adolescent , Awareness , Beverages , Public Health , Adolescent , Social Marketing , Students , Brazil , Eating , Qualitative Research , Sugars , Feeding Behavior
9.
Rev. cuba. med. gen. integr ; 35(2): e505, abr.-jun. 2019. tab
Article in Spanish | LILACS, CUMED | ID: biblio-1093490

ABSTRACT

Introducción: La violencia infantil ha sido reconocida como una de las principales problemáticas sociales contemporáneas, y se preocupan por su erradicación gobiernos, ciudadanía, organismos nacionales y multilaterales, entre otros. Constituye una prioridad de los países erradicar esta problemática que afecta principalmente al desarrollo emocional y psicológico de los menores que son víctimas de violencia. Objetivo: Determinar la influencia del marketing social en la disminución de la violencia infantil. Métodos: Se desarrolló una investigación descriptiva correlacional en una muestra de 18 escuelas fiscales de Sangolqui, Ecuador, se aplicó una encuesta dirigida a psicólogos, médicos y representantes de cada institución. Resultados: El tipo de violencia más atendida en programas y actividades sociales es la sexual, mientras que el Ministerio de Educación y el gobierno nacional son las instituciones que más desarrollan actividades sociales direccionadas a la prevención de dicha problemática. De forma general, no se evidencian correlaciones positivas ni significativas entre las variables de marketing social con otros indicadores relativos a la disminución de la violencia infantil. Conclusiones: Los resultados indican la necesidad de elevar la efectividad de los programas y actividades de marketing social dirigidos a erradicar una problemática tan sensible como la violencia infantil(AU)


Introduction: Child violence has been recognized as one of the main social problems nowadays. In view of its eradication, concern exists at the levels from governments to citizens, national and multilateral organizations, among others. It is a priority for the countries to eradicate this problem that affects, mainly, the emotional and psychological development of minors. Objective: To determine the influence of social marketing in the reduction of child violence. Methods: A correlational descriptive research was carried out with a sample of 18 fiscal schools in Sangolqui, Ecuador. A survey was conducted on psychologists, physicians and representatives of each institution. Results: The type of violence most attended in social programs and activities is sexual, while the Ministry of Education and the national government are the institutions that most develop social activities aimed at its prevention. In general, there are no positive or significant correlations between social marketing variables and other indicators related to the reduction of child violence. Conclusions: The results indicate the need to increase the effectiveness of social marketing programs and activities aimed at eradicating a problem as sensitive as child violence(AU)


Subject(s)
Humans , Male , Female , Child, Preschool , Child , Child Abuse/prevention & control , Social Marketing , Epidemiology, Descriptive , Ecuador
10.
Rev. medica electron ; 41(2): 588-597, mar.-abr. 2019.
Article in Spanish | LILACS, CUMED | ID: biblio-1053584

ABSTRACT

El uso del condón es un método eficaz para prevenir enfermedades venéreas y un embarazo no deseado. Años atrás se puede apreciar cómo se debate dónde y cómo los llamados dispositivos intrauterinos fueron utilizados por primera vez. La siguiente investigación se realizó con el objetivo de explicar el surgimiento y la evolución del condón y otros métodos anticonceptivos, para ello se utilizaron un total de 15 referencias bibliográficas. Es indudable que la anticoncepción tiene que figurar como elemento básico de la atención en medicina, el conocimiento de sus orígenes, historia y evolución es fundamental. (AU)


The use of the condom is an effective method to prevent venereal diseases and an unwanted pregnancy. Years ago you can see how it is discussed where and how the so-called intrauterine devices were used for the first time. The following investigation was carried out with the objective of explaining the emergence and evolution of the condom and other contraceptive methods, for which a total of 15 bibliographical references were used. Undoubtedly, contraception must figure as a basic element of medical care, knowledge of its origins, history and evolution is fundamental. (AU)


Subject(s)
Humans , History, 16th Century , Sex Education/history , Sex Education/trends , Condoms/history , Condoms/trends , Contraceptive Devices/history , Contraceptive Devices/trends , Social Marketing , Health Promotion/history , Health Promotion/trends , Pregnancy in Adolescence/prevention & control , Sexually Transmitted Diseases/prevention & control
11.
Educ. fis. deporte ; 38(1): https://revistas.udea.edu.co/index.php/educacionfisicaydeporte/article/view/337254, Enero 2019.
Article in Spanish | LILACS | ID: biblio-1104413

ABSTRACT

Problema: la liga profesional femenina de fútbol en Colombia se creó en 2017, en un momento favorable para el fútbol practicado por mujeres en el país. No obstante, al ser una liga nueva, se enfrenta a desafíos estructurales que respondan a las necesidades de los actores involucrados. Objetivo: indagar en el panorama del fútbol profesional practicado por mujeres en Colombia, a través de las narrativas de algunas jugadoras que participaron en la segunda edición de la Liga Águila Femenina, y en otras fuentes documentales. Método: estudio cualitativo, exploratorio, de carácter narrativo. Participaron 10 jugadoras profesionales, de clubes diferentes, a quienes se les hizo una entrevista semiestructurada. Además, se realizaron observaciones dirigidas, se obtuvo información de diferentes medios, y se utilizó la técnica de análisis de contenido. Resultados: se identificaron aspectos relacionados con salario, tipo de contratación, visibilidad en medios de comunicación y estructura de la liga. Conclusión: se requiere implementar acciones en el marketing deportivo, para garantizar la continuidad del fútbol profesional practicado por mujeres en Colombia.


Problem: The professional women's soccer league in Colombia was created in 2017 at a favorable time for women's soccer in the country. However, as a new league, it faces structural challenges that respond to the needs of the actors involved. Objective: To investigate the outlook of professional soccer played by women in Colombia, through narratives of some players who participated in the second edition of the Women's Aguila League, and in other documentary sources. Results: Issues related to salary, type of hiring, visibility in the media, and the structure of the league were identified. Conclusions: It is required to implement actions on sports marketing, to guarantee the continuity of professional soccer played by women in Colombia.


Problema: A liga profissional feminina de futebol na Colômbia foi criada em 2017 em um momento favorável para o futebol feminino no país. No entanto, por ser uma liga nova enfrenta desafios estruturais que respondem às necessidades dos atores envolvidos. Objetivo: pesquisar o panorama do futebol profissional jogado por mulheres na Colômbia, através das narrativas de algumas jogadoras que participaram da segunda edição da Liga Águila feminina e de outras fontes documentais. Resultados: assinalam questões relacionadas ao salário, tipo de contratação, visibilidade na mídia e estrutura da liga. Conclusões: é preciso empreender ações de marketing esportivo, a fim de garantir a continuidade do futebol profissional praticado pelas mulheres na Colômbia.


Subject(s)
Soccer , Women , Gender Identity , Sports , Social Marketing
12.
Rev. polis psique ; 8(2): 185-206, maio-ago. 2018.
Article in Portuguese | LILACS, INDEXPSI | ID: biblio-1058802

ABSTRACT

No contexto dos megaeventos no Brasil, foi lançada uma campanha pelo Fundo das Nações Unidas para a Infância (UNICEF) - "Está em suas mãos proteger nossas crianças" -, com o objetivo de prevenir e denunciar casos de exploração e violência contra crianças e adolescentes. As estratégias de comunicação utilizadas nos dão pistas de como os efeitos de poder circularam nesse processo, sendo importante uma análise mais minuciosa de algumas considerações genealógicas ancoradas em algumas ferramentas de Michel Foucault. Interrogamos que as estratégias usadas articularam o marketing às práticas de judicialização da vida, caindo em um denuncismo que opera a defesa e punição e pouco a rede de garantia de direitos dessas crianças e desses adolescentes. Ao dar uma resposta mais imediata, esses serviços tornam-se uma política de emergência e uma ferramenta de luta midiatizada, baseada na denúncia, na lógica penal e no negócio do social. (AU)


In the context of mega-events in Brazil, a campaign was launched by the United Nations Fund for Children (UNICEF): It's in your hands to protect our children, aiming to prevent and report instances of exploitation and violence against children and adolescents. Communication strategies used give us clues as to how the effects of power circulated in this process, an important closer examination of some genealogical considerations anchored with some tools of Michel Foucault. Questioned that the strategies articulated the marketing practices of judicialization of life; falling into a denunciation which operates the defense and punishment and little by network ensuring the rights these children and adolescents. To give a more immediate response, these services become a political emergency and tool mediated struggle, based on the complaint, the criminal and the logic of social business. (AU)


En el contexto de los megaeventos en Brasil, se lanzó una campaña por el Fondo de las Naciones Unidas para la Infancia (UNICEF): Está en tus manos para proteger a nuestros niños, con el objetivo de prevenir y denunciar los casos de explotación y la violencia contra los niños, niñas y adolescentes. Las estrategias de comunicación utilizadas nos dan pistas sobre cómo los efectos del poder circular en este proceso, un importante examen más detallado de algunas consideraciones genealógicas anclados con algunas herramientas de Michel Foucault. Cuestionaron que las estrategias articulan las prácticas de comercialización de la judicialización de la vida, cayendo en una denuncia que opera la defensa y castigo y poco a la red para garantizar los derechos de estos niños y adolescentes. Para dar una respuesta más inmediata, estos servicios se convierten en una emergencia política y herramienta mediada lucha, basado en la denuncia, la penal y la lógica de negocio social. (AU)


Subject(s)
Politics , United Nations , Power, Psychological , Child Advocacy , Social Marketing , Address
13.
Article in English | WPRIM | ID: wpr-713826

ABSTRACT

BACKGROUND/OBJECTIVES: Average intake of calcium among college students is below the recommended intake, and knowledge surrounding the attitudinal and behavioral factors that influence milk and dairy intake, a primary food source of calcium, is limited. The purpose of this study was to evaluate college students' attitudes and behaviors concerning milk and dairy consumption and their association with calcium intake. SUBJECTS/METHODS: Participants were 1,730 undergraduate students who completed an online survey (SurveyMonkey) as part of baseline data collection for a social marketing dairy campaign. The online survey assessed attitudes and behaviors concerning milk and dairy intake, and calcium intake. Questions about milk- and dairy-related attitudes and behaviors were grouped into 14 factors using factor analysis. Predictors of calcium intake were then evaluated. RESULTS: Median calcium intake across all participants was 928.6 mg/day, with males consuming higher calcium intakes than females (P < 0.001). Adjusted for gender, calcium intakes were most strongly (and positively) correlated with associating milk with specific eating occasions and availability (i.e., storing calcium-rich foods in one's dorm or apartment) (both P < 0.001). Other correlates of calcium intake included: positive-viewing milk as healthy (P = 0.039), having family members who drink milk) (P = 0.039), and taking calcium supplements (P = 0.056); and negative-parent rules concerning milk (P = 0.031) and viewing milk in dining halls negatively (P = 0.05). CONCLUSIONS: Calcium intakes among college students enrolled in the current study was below the recommended dietary allowance of 1,000 mg/day, reinforcing the need for dietary interventions in this target population, especially females. Practitioners and researchers should consider the factors found here to impact calcium intake, particularly associating milk with specific eating occasions (e.g., milk with breakfast) and having calcium-rich foods available in the dorm room or apartment, as intervention strategies in future efforts aimed at promoting milk and dairy foods and beverages for improved calcium intake in college students.


Subject(s)
Beverages , Calcium , Dairy Products , Data Collection , Eating , Female , Health Services Needs and Demand , Humans , Male , Milk , Recommended Dietary Allowances , Social Marketing , Young Adult
14.
J. Public Health Africa (Online) ; 9(1): 74-75, 2018. ilus
Article in English | AIM, AIM | ID: biblio-1263274

ABSTRACT

Health insurance scheme is relatively new in many low to middle income countries. Awareness about and knowledge of the scheme is poor among potential beneficiaries. There are some misconceptions associated with health insurance, which contributes to its low acceptance in affected nations. The aim of this work is to present an information-education and communication concept that will serve as a social marketing tool that could enhance peoples' understanding of the modus operandi of health insurance scheme, and as well as to demystify superstitious belief associated with it. This will contribute to a better understanding of the scheme among the people and enhance its uptake


Subject(s)
Communication , Insurance, Health , Social Marketing
15.
Rev. chil. nutr ; 45(supl.1): 45-49, 2018.
Article in Spanish | LILACS | ID: biblio-899866

ABSTRACT

RESUMEN En las últimas décadas la obesidad se ha transformado en uno de los mayores problemas de salud pública a nivel mundial. En Chile más del 50% de los niños de pre kinder y 1° año básico tienen exceso de peso. Esto ha motivado acciones para fomentar la alimentación saludable, como la Ley 20.606, las Guias Alimentarias Chilenas del año 2013 y la incorporación de alimentos saludables en el Programa de Alimentación Escolar. A pesar de lo anterior, se observó un aumento del consumo aparente de alimentos procesados de alta densidad energética, grasas saturadas, sodio y de azúcares agregados, perdiendo importancia los alimentos naturales (verduras, frutas y legumbres). Las legumbres han presentado un consumo decreciente desde 1987, llegando a consumir menos de kilo/hogar al mes. Por otro lado, existe una clara aceptación del consumo de legumbres en los niños, a pesar de desconocer las recomendaciones de consumo, y un rechazo a su preparación en el hogar por las madres, indicando el poco apoyo del hogar a la adquisición de este saludable hábito en los niños. A pesar de las estrategias establecidas para aumentar el consumo de legumbres, estas han sido escasas y con baja cobertura. Se ha demostrado que la escuela es importante en el desarrollo de estilos de vida saludables, al igual que un ambiente familiar que los fomente.


ABSTRACT In recent decades, obesity has become one of the biggest public health problems worldwide. In Chile, more than 50% of pre-school and 1st-grade students are overweight. This has led to a series of actions to promote healthy eating in the Chilean population, such as the 20,606 law, the 2013 Chilean Dietary Guidelines and the incorporation of healthy foods into the school food program. Despite these efforts there has been an increase in the consumption of high energy density processed foods, saturated fats, sodium and added sugars, and a decrease in the consumption of natural foods (vegetables, fruits and legumes). Legume consumption has been decreasing since 1987, with current consumption averaging less than 1 kilogram per home per month. On the other hand, there is a clear acceptance of legume consumption by children, despite not knowing recommended consumption. At the same time, mothers demonstrate a rejection to legume preparation in the home; indicating how little support there is in the home for children to acquire this healthy eating habit. Strategies to increase the consumption of legumes have been few and have had low coverage. It has been shown that the school environment is important in developing healthy lifestyles in children, as is a family environment that promotes healthy lifestyles.


Subject(s)
Humans , Food and Nutrition Education , Fabaceae , Obesity , Social Marketing , Feeding Behavior
16.
Motrivivência (Florianópolis) ; 29(n. especial): 57-76, dez. 2017.
Article in Portuguese | LILACS | ID: biblio-880742

ABSTRACT

A TV Brasil é uma emissora pública que pertence à Empresa Brasil de Comunicação (EBC). Foi criada para implantar o Sistema Público de Comunicação no país. Desde 2013 a emissora transmite partidas do Campeonato Brasileiro de Futebol da Série C. O objetivo deste artigo é discutir, à luz de conceitos como audiência, cultura de mídia e valor-notícia, se a emissora cumpre, através do esporte, o papel para o qual foi criada. Para isso, realizamos uma pesquisa qualitativa, exploratória e descritiva, com a análise de documentos internos da emissora e a realização de entrevistas. O estudo pretende contribuir com reflexões a respeito dos processos existentes entre a gestão do esporte e a comunicação pública no Brasil. Assim, procuramos verificar se a emissora cumpre sua missão de formação e fortalecimento da cidadania e da identidade nacional ou se é apenas regida, em seu relacionamento com o esporte, pela ótica comercial da audiência.


TV Brazil is a public broadcaster that belongs to Brazil Communications Company (EBC). It was created to implement the Communication Public System in the country. Since 2013, the station broadcasts Brazilian Série C Championship Football matches. The purpose of this article is to analyze if the issuer meets, through sport, the role for which it was created. For it, we used the concepts of audience, media culture and news value and conducted a qualitative, exploratory and descriptive research with the analysis of internal documents of the issuer and conducting interviews about the theme. The study aims to contribute reflections on the existing processes of management of sport and public communication in Brazil. So we try to verify that the broadcaster fulfills its mission to training and strengthening of citizenship and national identity or whether it is just ruled in their relationship with the sport, from the perspective of commercial audience.


TV Brasil es una cadena pública que pertenece a Empresa Brasil de Comunicacion (EBC). Se creó para poner en práctica el Sistema Público de Comunicación en el país. Desde 2013, la estación transmite partidos del Campeonato Brasileño de Fútbol de la Série C. El propósito de este artículo es analizar, a la luz de conceptos como audiencia, cultura de los médios y valor notícia, si el emisor cumple, a través del deporte, el papel para o cual fue creada. Con este fin, se realizó una investigación cualitativa, exploratoria y descriptiva con el análisis de documentos internos de la entidad emisora y la realización de entrevistas. El estudio pretende aportar reflexiones sobre los procesos existentes de gestión del deporte y la comunicación pública en Brasil. Así que tratamos de verificar que la emisora cumple su misión de formación y fortalecimiento de la ciudadanía y la identidad nacional o de que simplemente se rige en su relación con el deporte, desde la perspectiva de audiencia comercial.


Subject(s)
Soccer , Communications Media , Social Marketing , Brazil , Anniversaries and Special Events
17.
Rev. cuba. invest. bioméd ; 36(3): 0-0, set. 2017. tab
Article in Spanish | LILACS, CUMED | ID: biblio-960465

ABSTRACT

Introducción: El marketing social es una disciplina de la mercadotecnia dirigida a influir en el comportamiento de las personas a fin de que mejoren su bienestar y el de la sociedad. Por sus características tiene potencialidades de influir en la solución de problemas de salud a nivel individual, grupal y social, en especial desde el punto de vista de las acciones de comunicación a aplicarse, como las actividades sociales, campañas sociales, charlas, relaciones públicas, ruedas de prensa, entre otras. Objetivo: El objetivo del artículo es valorar a partir del criterio de expertos, la influencia que puede ejercer el marketing social en la solución de problemas de salud en Ecuador. Métodos: Se aplicó un cuestionario para conocer el criterio de 10 especialistas de las ciencias médicas y administrativas de Ecuador, en función de la influencia que pueden ejercer los instrumentos y estrategias de comunicación de marketing social en la solución de problemas de salud. El procesamiento de los datos se realizó con Microsoft Excel, para determinar el comportamiento descriptivo de los mismos y de forma inferencial a través del Coeficiente R de Pearson. Resultados: A partir del criterio de los expertos se determinó la importancia de las actividades sociales para la solución de problemas de salud en Ecuador, en especial las campañas sociales explicativas y de desmotivación de vicios, así como los mensajes de motivación. Destacan como principales objetos de las campañas las enfermedades epidémicas y del desarrollo, y el gobierno nacional como principal agente de marketing social. Mientras que la comunidad tiene una baja participación y negativas relaciones con otras variables estudiadas. El control del proceso de comunicación limita la efectividad de las acciones de marketing social. Conclusiones: El análisis empírico desarrollado a partir del criterio de expertos permitió diagnosticar la influencia que ejerce el marketing social en la solución de problemas de salud, así como los principales instrumentos de comunicación que se emplean, los agentes más activos y algunas insuficiencias en el proceso(AU)


Introduction: Social marketing is a discipline of marketing aimed at influencing people's behavior in order to improve their well-being and that of society. Because of its characteristics, it has the potential to influence the solution of health problems at the individual, group and social level, especially from the point of view of communication actions to be applied, such as social activities, social campaigns, talks, public relations, press conferences, among others. Objective: The objective of the article is to evaluate, based on the criterion of experts, the influence that social marketing can exert on solving health problems in Ecuador. Methods: A questionnaire was applied to know the criteria of 10 specialists from the medical and administrative sciences of Ecuador, depending on the influence that can be exerted on the instruments and strategies of communication of social marketing in the solution of health problems. The data processing was done with Microsoft Excel, to determine the descriptive behavior of the same and inferential form through Pearson R Coefficient. Results: Based on the criteria of the experts, the importance of social activities for the solution of health problems in Ecuador was determined, especially the explanatory social campaigns and demotivation of vices, as well as motivational messages. The epidemic and developmental diseases are highlighted as the main objects of the campaigns, and the national government is the main agent of social marketing. While the community has low participation and negative relationships with other variables studied. Controlling the communication process limits the effectiveness of social marketing actions. Conclusions: The empirical analysis developed from the expert criterion allowed to diagnose the influence of social marketing in the solution of health problems, as well as the main communication tools used, the most active agents and some shortcomings in the process(AU)


Subject(s)
Humans , Marketing of Health Services/methods , Social Marketing/ethics , Epidemiology, Descriptive , Health Communication , Health Promotion/methods
18.
Int. j. odontostomatol. (Print) ; 11(3): 279-285, set. 2017. tab
Article in English | LILACS | ID: biblio-893263

ABSTRACT

ABSTRACT: This project aims to apply psychological strategies based on social media marketing in order to set an oral hygiene habit in school-aged children to prevent dental caries in the long term. This is a descriptive study that assessed the recall of an oral hygiene campaign based on social media marketing of 34 school-aged children, 24 months after the end of the campaign. The instrument allowed the assessment of the advertising campaign, according to different levels of recall. The findings were confirmed with oral health epidemiological indices. Most of the school-aged children recalled "brushing teeth" as the campaign message and all of them expressed interest in the campaign to be repeated. Plaque index and brushing technique suggested that the school-aged children group has a good level of dental plaque removal after 24 months after the end of the social media marketing campaign. The required behavioral modification demands changes both at micro (individual) level and at macro levels of the organizations, in a short and a long term, as well as the participation of all actors involved in establishing healthy oral habits as a norm in the society. This study contributes to the transformative potential of social media marketing by understanding habits formation such as interaction among different stimuli within a favorable context.


RESUMEN: Este proyecto tiene como objetivo aplicar estrategias sicológicas basadas en el marketing social para la fijación del hábito de la higiene oral en escolares como medida de prevención de la caries dental a largo término. Se trata de un estudio descriptivo el cual se utilizó para evaluar el recordatorio de una campaña de higiene oral fundamentada en el marketing social en 34 escolares tras 24 meses de la campaña original. El instrumento permitió la evaluación de la campaña publicitaria, según los diferentes niveles de recuerdo, y los hallazgos fueron corroborados con índices epidemiológicos de salud oral. El mayor porcentaje de escolares recordó el mensaje de la campaña "cepillarse los dientes", todos manifestaron querer que la campaña se repitiera. El índice de placa dental y de cepillado indicó que el grupo de escolares encuestados tiene un buen nivel de remoción de placa dental, después de 24 meses de haber terminado la campaña de marketing social. Implicaciones sociales: la modificación requerida de comportamiento, demanda cambios tanto a nivel micro (individuo), de las organizaciones y a nivel macro tanto a corto como a largo plazo; así como la participación de todos los actores involucrados en lograr que los hábitos orales saludables se conviertan en una norma en la sociedad. Originalidad/valor: este estudio contribuye al potencial de transformación del marketing social ubicando la generación de hábitos como la interacción entre diferentes estímulos dentro de un contexto favorable.


Subject(s)
Humans , Male , Female , Child , Adolescent , Marketing of Health Services , Oral Health , Surveys and Questionnaires , Social Marketing , Health Impact Assessment
19.
Agora USB ; 16(2): 547-570, jul.-dic. 2016.
Article in Spanish | LILACS | ID: lil-793095

ABSTRACT

Se presenta un análisis de los lemas y eslóganes de Universidades, instituciones y empresas bastante reconocidas, cuyo interés central está en develar los diversos lenguajes venidos del poder y sus formas de pensarnos. Un estudio realizado entre los años 2011 y 2014 en la Universidad de Manizales, Colombia.


An analysis of mottoes and slogans from universities, institutions and quite recognized companies is introduced, whose central interest is in unveiling the various languages derived from power and their ways of thinking of ourselves. It is a study conducted between 2011 and 2014 in the University of Manizales, Colombia.


Subject(s)
Education , Education, Continuing , Marketing , Social Marketing
20.
Motriz rev. educ. fís. (Impr.) ; 22(3): 144-159, July-Sept. 2016. tab, graf
Article in English | LILACS | ID: lil-789094

ABSTRACT

The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. The antecedents are media (social media, mass media, video games and major sport events), oral communications (word of mouth, and rumors and narratives), impression management, social agents (parents, family members, friends and community), and teams and sport (sport interest, team interest and team geographical location). In turn, the components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). Complementarily, these components of athlete brand are proposed to have an impact on fans' loyalty towards the athlete. Implications of these findings for building and managing athlete brand are discussed, and directions for future studies are provided


Subject(s)
Humans , Sports , Social Marketing , Athletic Performance , Athletes/psychology , Social Media/statistics & numerical data
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