Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial

Detalhes bibliográficos
Autor(a) principal: Lima, Clara Amorim Pontes Correia
Data de Publicação: 2020
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da UFPB
Texto Completo: https://repositorio.ufpb.br/jspui/handle/123456789/18317
Resumo: The present study aims to analyze alternatives to assist in reducing the imbalance in the adoption system guided by macro-social marketing. Based on the assumption that the current adoption process in Brazil is configured as a complex social problem, considering that currently in the National Adoption Register there are 9,640 children eligible for adoption, while there are 46,186 applicant families in the same register. Considering the discussions about the inefficiency of social marketing in such cases, given the focus too much at the individual level, we chose to use the emerging approach called macro-social marketing to analyze this systemic problem. To this end, an integrative review of the literature on macro-social marketing and a discussion on the adoption process in Brazil was carried out in order to serve as a basis for data collection. The methodology used will be the one suggested by Kennedy (2017) which has four steps: (1) developing an understanding of the situation, (2) creating conceptual models of the system, (3) debate of the map and conceptual models of the system with the parties stakeholders and (4) action. To this end, interviews were conducted using the thematic oral history technique with families that are in the process of adoption or who have already completed it. In-depth interviews were also conducted with the other actors in the adoption system, such as leaders of social projects, representatives of the judiciary and those responsible for the host institutions, among others. In parallel, a participant observation was carried out with the Study Group and Support for Adoption (GEAD-JP) in person and online. After being collected, these data were transcribed and analyzed through content analysis. The data were grouped into two dimensions called System and Analytical View and Involvement and subjectivity. Within these dimensions, the information was divided into categories called: system structure, system criticisms and failures, positive points and suggestions, meaning and motivation, the complexity of the action, efforts, engagement and institutional practices, and subjective issues. Based on the data collected, we found that the system is complex and interconnected in fact, and that there are several causes for the imbalance found. The barriers were identified and their possible causes were listed, so we developed proposals for macro-social marketing interventions and their respective responsible in order to reduce or solve them according to their levels. As an example, efforts to prioritize adoption processes, partnerships with the judiciary for a key role in the development and provision of interventions, campaigns that demystify abandonment and promote conscious delivery, and lectures in communities on the steps of conscious delivery and illegality direct adoptions. These interventions must be presented at GEAD-JP and later taken by the group to the Child and Youth Court, which presented itself as the main interaction of the system. Adoption is not commonly addressed with this marketing bias, which characterizes one of the work academic contributions. Macro-social marketing is also a recent literature that has been used for confusing and complex systems, such as adoption in Brazil. The study may contribute to the realization of campaigns that not only make the population aware of the cause, but also encourage the mobilization of society in favor of children in a sheltered situation. In academia, applying a macro-social approach expands horizons for understanding the adoption system in Brazil. The research can also serve as a source of research and information for professionals working with the cause of adoption, as well as for researchers in social marketing.
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spelling Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocialMacromarketingMarketing macrossocialMudança socialAdoção infanto-juvenilNova cultura da adoçãoMacro-social marketingSocial changeAdoption for children and adolescentsNew culture of adoptionCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOThe present study aims to analyze alternatives to assist in reducing the imbalance in the adoption system guided by macro-social marketing. Based on the assumption that the current adoption process in Brazil is configured as a complex social problem, considering that currently in the National Adoption Register there are 9,640 children eligible for adoption, while there are 46,186 applicant families in the same register. Considering the discussions about the inefficiency of social marketing in such cases, given the focus too much at the individual level, we chose to use the emerging approach called macro-social marketing to analyze this systemic problem. To this end, an integrative review of the literature on macro-social marketing and a discussion on the adoption process in Brazil was carried out in order to serve as a basis for data collection. The methodology used will be the one suggested by Kennedy (2017) which has four steps: (1) developing an understanding of the situation, (2) creating conceptual models of the system, (3) debate of the map and conceptual models of the system with the parties stakeholders and (4) action. To this end, interviews were conducted using the thematic oral history technique with families that are in the process of adoption or who have already completed it. In-depth interviews were also conducted with the other actors in the adoption system, such as leaders of social projects, representatives of the judiciary and those responsible for the host institutions, among others. In parallel, a participant observation was carried out with the Study Group and Support for Adoption (GEAD-JP) in person and online. After being collected, these data were transcribed and analyzed through content analysis. The data were grouped into two dimensions called System and Analytical View and Involvement and subjectivity. Within these dimensions, the information was divided into categories called: system structure, system criticisms and failures, positive points and suggestions, meaning and motivation, the complexity of the action, efforts, engagement and institutional practices, and subjective issues. Based on the data collected, we found that the system is complex and interconnected in fact, and that there are several causes for the imbalance found. The barriers were identified and their possible causes were listed, so we developed proposals for macro-social marketing interventions and their respective responsible in order to reduce or solve them according to their levels. As an example, efforts to prioritize adoption processes, partnerships with the judiciary for a key role in the development and provision of interventions, campaigns that demystify abandonment and promote conscious delivery, and lectures in communities on the steps of conscious delivery and illegality direct adoptions. These interventions must be presented at GEAD-JP and later taken by the group to the Child and Youth Court, which presented itself as the main interaction of the system. Adoption is not commonly addressed with this marketing bias, which characterizes one of the work academic contributions. Macro-social marketing is also a recent literature that has been used for confusing and complex systems, such as adoption in Brazil. The study may contribute to the realization of campaigns that not only make the population aware of the cause, but also encourage the mobilization of society in favor of children in a sheltered situation. In academia, applying a macro-social approach expands horizons for understanding the adoption system in Brazil. The research can also serve as a source of research and information for professionals working with the cause of adoption, as well as for researchers in social marketing.Conselho Nacional de Pesquisa e Desenvolvimento Científico e Tecnológico - CNPqO presente estudo teve como objetivo analisar alternativas para auxiliar na diminuição do desequilíbrio no sistema de adoção à luz do marketing macrossocial. Partindo do pressuposto de que o processo de adoção atual no Brasil se configura como um problema social complexo, tendo em vista que atualmente no Cadastro Nacional da Adoção constam 9.640 crianças aptas para a adoção, enquanto existem 46.186 famílias pretendentes no mesmo cadastro. Levando em consideração as discussões a respeito da ineficiência do marketing social em tais casos, dado o foco demasiado no nível individual, optamos por utilizar a abordagem emergente denominada marketing macrossocial para análise desse problema sistêmico. Para tanto, foi realizada uma revisão integrativa da literatura sobre o marketing macrossocial e uma discussão sobre o processo de adoção no Brasil de modo a servir de base à coleta dados. A metodologia utilizada será a sugerida por Kennedy (2017) que conta com quatro passos: (1) desenvolvimento de uma compreensão da situação, (2) criação modelos conceituais do sistema, (3) debate do mapa e modelos conceituais do sistema junto às partes interessadas e (4) ação. Para tanto, foram realizadas entrevistas usando a técnica de história oral temática com famílias que estão no processo de adoção ou que já o finalizaram. Também foram feitas entrevistas em profundidade com os demais atores do sistema de adoção como os líderes de projetos sociais, representantes do judiciário e responsáveis pelas instituições de acolhimento, entre outros. Em paralelo, foi realizada uma observação participante junto ao Grupo de Estudos e apoio à Adoção (GEAD-JP) de forma presencial e virtual. Depois de coletados, esses dados foram transcritos e analisados mediante análise de conteúdo. Os dados foram agrupados em duas dimensões chamadas Sistema e Visão analítica e Envolvimento e subjetividade. Dentro dessas dimensões as informações foram divididas em categorias denominadas: estrutura do sistema, críticas e falhas do sistema, pontos positivos e sugestões, significado e motivação, a complexidade da ação, esforços, engajamento e práticas institucionais, e questões subjetivas. Com base nos dados coletados constatamos que o sistema realmente é complexo e interligado, e que existem diversas causas para o desequilíbrio encontrado. As barreiras foram identificadas e suas possíveis causas foram elencadas, visando diminuí-las ou solucioná-las de acordo com seus níveis desenvolvemos propostas de intervenções de marketing macrossocial e seus respectivos responsáveis. Como exemplo, mutirões de priorização dos processos de adoção, parcerias com o judiciário para um papel chave no desenvolvimento e fornecimento de intervenções, campanhas que desmistifiquem o abandono e promovam a entrega consciente, e palestras nas comunidades sobre os passos da entrega consciente e da ilegalidade das adoções diretas. Essas intervenções deverão ser apresentadas no GEAD-JP e posteriormente levadas pelo grupo à Vara da Infância e Juventude, que se apresentou como a principal interação do sistema. A adoção não é comumente abordada com esse viés de marketing, o que caracteriza uma das contribuições acadêmicas do trabalho. O marketing macrossocial também é uma literatura recente que vem sendo utilizada para sistemas confusos e complexos, como o da adoção no Brasil. O estudo poderá contribuir para a realização de campanhas que não só conscientizem a população a respeito da causa, como também incentivem a mobilização da sociedade em prol das crianças em situação de abrigo. Na academia, a aplicação de uma abordagem de macrossocial expande os horizontes para a compreensão do sistema de adoção no Brasil. A pesquisa também pode servir como uma fonte de pesquisa e informação para os profissionais que trabalham com a causa da adoção, como também para pesquisadores em marketing social.Universidade Federal da ParaíbaBrasilAdministraçãoPrograma de Pós-Graduação em AdministraçãoUFPBPereira, Rita de Cássia de Fariahttp://lattes.cnpq.br/0210649927174422Lima, Clara Amorim Pontes Correia2020-11-01T00:54:45Z2020-05-262020-11-01T00:54:45Z2020-02-27info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesishttps://repositorio.ufpb.br/jspui/handle/123456789/18317porhttp://creativecommons.org/licenses/by-nd/3.0/br/info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da UFPBinstname:Universidade Federal da Paraíba (UFPB)instacron:UFPB2021-09-14T19:35:01Zoai:repositorio.ufpb.br:123456789/18317Biblioteca Digital de Teses e Dissertaçõeshttps://repositorio.ufpb.br/PUBhttp://tede.biblioteca.ufpb.br:8080/oai/requestdiretoria@ufpb.br|| diretoria@ufpb.bropendoar:2021-09-14T19:35:01Biblioteca Digital de Teses e Dissertações da UFPB - Universidade Federal da Paraíba (UFPB)false
dc.title.none.fl_str_mv Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
title Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
spellingShingle Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
Lima, Clara Amorim Pontes Correia
Macromarketing
Marketing macrossocial
Mudança social
Adoção infanto-juvenil
Nova cultura da adoção
Macro-social marketing
Social change
Adoption for children and adolescents
New culture of adoption
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
title_full Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
title_fullStr Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
title_full_unstemmed Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
title_sort Um ventre chamado coração: o processo de adoção nas perspectivas do marketing macrossocial
author Lima, Clara Amorim Pontes Correia
author_facet Lima, Clara Amorim Pontes Correia
author_role author
dc.contributor.none.fl_str_mv Pereira, Rita de Cássia de Faria
http://lattes.cnpq.br/0210649927174422
dc.contributor.author.fl_str_mv Lima, Clara Amorim Pontes Correia
dc.subject.por.fl_str_mv Macromarketing
Marketing macrossocial
Mudança social
Adoção infanto-juvenil
Nova cultura da adoção
Macro-social marketing
Social change
Adoption for children and adolescents
New culture of adoption
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
topic Macromarketing
Marketing macrossocial
Mudança social
Adoção infanto-juvenil
Nova cultura da adoção
Macro-social marketing
Social change
Adoption for children and adolescents
New culture of adoption
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description The present study aims to analyze alternatives to assist in reducing the imbalance in the adoption system guided by macro-social marketing. Based on the assumption that the current adoption process in Brazil is configured as a complex social problem, considering that currently in the National Adoption Register there are 9,640 children eligible for adoption, while there are 46,186 applicant families in the same register. Considering the discussions about the inefficiency of social marketing in such cases, given the focus too much at the individual level, we chose to use the emerging approach called macro-social marketing to analyze this systemic problem. To this end, an integrative review of the literature on macro-social marketing and a discussion on the adoption process in Brazil was carried out in order to serve as a basis for data collection. The methodology used will be the one suggested by Kennedy (2017) which has four steps: (1) developing an understanding of the situation, (2) creating conceptual models of the system, (3) debate of the map and conceptual models of the system with the parties stakeholders and (4) action. To this end, interviews were conducted using the thematic oral history technique with families that are in the process of adoption or who have already completed it. In-depth interviews were also conducted with the other actors in the adoption system, such as leaders of social projects, representatives of the judiciary and those responsible for the host institutions, among others. In parallel, a participant observation was carried out with the Study Group and Support for Adoption (GEAD-JP) in person and online. After being collected, these data were transcribed and analyzed through content analysis. The data were grouped into two dimensions called System and Analytical View and Involvement and subjectivity. Within these dimensions, the information was divided into categories called: system structure, system criticisms and failures, positive points and suggestions, meaning and motivation, the complexity of the action, efforts, engagement and institutional practices, and subjective issues. Based on the data collected, we found that the system is complex and interconnected in fact, and that there are several causes for the imbalance found. The barriers were identified and their possible causes were listed, so we developed proposals for macro-social marketing interventions and their respective responsible in order to reduce or solve them according to their levels. As an example, efforts to prioritize adoption processes, partnerships with the judiciary for a key role in the development and provision of interventions, campaigns that demystify abandonment and promote conscious delivery, and lectures in communities on the steps of conscious delivery and illegality direct adoptions. These interventions must be presented at GEAD-JP and later taken by the group to the Child and Youth Court, which presented itself as the main interaction of the system. Adoption is not commonly addressed with this marketing bias, which characterizes one of the work academic contributions. Macro-social marketing is also a recent literature that has been used for confusing and complex systems, such as adoption in Brazil. The study may contribute to the realization of campaigns that not only make the population aware of the cause, but also encourage the mobilization of society in favor of children in a sheltered situation. In academia, applying a macro-social approach expands horizons for understanding the adoption system in Brazil. The research can also serve as a source of research and information for professionals working with the cause of adoption, as well as for researchers in social marketing.
publishDate 2020
dc.date.none.fl_str_mv 2020-11-01T00:54:45Z
2020-05-26
2020-11-01T00:54:45Z
2020-02-27
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format masterThesis
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dc.publisher.none.fl_str_mv Universidade Federal da Paraíba
Brasil
Administração
Programa de Pós-Graduação em Administração
UFPB
publisher.none.fl_str_mv Universidade Federal da Paraíba
Brasil
Administração
Programa de Pós-Graduação em Administração
UFPB
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