Uma análise do discurso publicitário do Conselho Nacional de Justiça
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Dissertação |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da UNIGRANRIO |
Texto Completo: | http://localhost:8080/tede/handle/tede/76 |
Resumo: | The present work analyzes how the National Council of Justice (CNJ) builds its corporate image along with citizens. Public Administration has become more sensible to the external environment and, in some countries, citizens have determined how the service should be provided. Treated as a customer, the citizen is more aware and demanding of their rights, seeking quick answers to your needs and greater efficiency in service delivery, controlling and charging solution more actively. Therefore, one of CNJ's clear concerns is related to changing the judiciary's image and since 2008 CNJ has released publicity campaigns for this purpose. Aiming to analyze the forms of communication used by the judiciary, official advertisements used by CNJ were analyzed and interpreted. To guide the advertisements analysis and building process of the judiciary‟s corporate image, the researcher used the method of advertising discourse analysis as proposed by Pinto (2002). Throughout methodological procedures section, exhibition function (discourse universe construction), interaction (establishment of socio-cultural ties) and seduction (distribution of positive and negative affects) are showed and discussed to serve as subject for understanding the ways of building publicity discourses that are present in pieces of the CNJ. The relevance of this work lies in the fact that it is a very important topic for public administration and the Judiciary, which is institutional communication and interactivity between justice and society. |
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Sauerbronn, João Felipe RammeltSauerbronn, João Felipe RammeltFerreira, Luis Fernando FilardiPereira, Severino Joaquim NunesLodi, Marluce Dantas de Freitas2016-10-18T17:27:58Z2011-05-24Lodi, Marluce Dantas de Freitas. Uma análise do discurso publicitário do Conselho Nacional de Justiça. 2011. 100 f. Dissertação (Mestrado em Administração) - Universidade do Grande Rio "Prof. José de Souza Herdy", Rio de Janeiro.http://localhost:8080/tede/handle/tede/76The present work analyzes how the National Council of Justice (CNJ) builds its corporate image along with citizens. Public Administration has become more sensible to the external environment and, in some countries, citizens have determined how the service should be provided. Treated as a customer, the citizen is more aware and demanding of their rights, seeking quick answers to your needs and greater efficiency in service delivery, controlling and charging solution more actively. Therefore, one of CNJ's clear concerns is related to changing the judiciary's image and since 2008 CNJ has released publicity campaigns for this purpose. Aiming to analyze the forms of communication used by the judiciary, official advertisements used by CNJ were analyzed and interpreted. To guide the advertisements analysis and building process of the judiciary‟s corporate image, the researcher used the method of advertising discourse analysis as proposed by Pinto (2002). Throughout methodological procedures section, exhibition function (discourse universe construction), interaction (establishment of socio-cultural ties) and seduction (distribution of positive and negative affects) are showed and discussed to serve as subject for understanding the ways of building publicity discourses that are present in pieces of the CNJ. The relevance of this work lies in the fact that it is a very important topic for public administration and the Judiciary, which is institutional communication and interactivity between justice and society.Este trabalho procurou analisar como o Conselho Nacional de Justiça constrói sua imagem institucional frente aos cidadãos. O foco no cidadão tornou a administração pública mais sensível ao ambiente externo e em alguns países o cidadão é quem determina como o serviço deve ser prestado. Tratado como cliente, este cidadão está mais atento e exigente quanto aos seus direitos, buscando rapidez de respostas aos seus anseios, mais eficiência na prestação dos serviços, fiscalizando e cobrando solução de forma mais ativa. Assim, uma das claras preocupações do CNJ está relacionada à mudança da imagem do Judiciário e desde 2008 o CNJ vem lançando campanhas publicitárias com esse intuito. Com o objetivo de analisar as formas de comunicação utilizadas pelo Judiciário, foram utilizadas peças publicitárias oficiais do CNJ. Para orientar a análise das peças publicitárias e o processo de construção da imagem institucional do Judiciário, foi utilizado o método de análise do discurso publicitário proposto por Pinto (2002), que sugere uma abordagem interpretativa. Ao longo da seção de procedimentos metodológicos, as funções de mostração, (construção do universo do discurso), de interação (estabelecimento de vínculos socioculturais) e de sedução (distribuição de afetos positivos e negativos) são apresentadas e discutidas para que sirvam como base para a compreensão das formas de construção dos discursos publicitários presentes nas peças do CNJ. A relevância desse trabalho reside no fato de tratar de um tema muito importante para a administração pública e para o Poder Judiciário, que é a comunicação institucional e as formas de interação entre Justiça e sociedade.Submitted by Janser dos Santos Nascimento (janser.nascimento@unigranrio.com.br) on 2016-10-18T17:27:58Z No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Marluce Dantas de Freitas Lodi.pdf: 1657428 bytes, checksum: 2f56a7675dd095b1e4b5f80dfb994895 (MD5)Made available in DSpace on 2016-10-18T17:27:58Z (GMT). No. of bitstreams: 2 license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Marluce Dantas de Freitas Lodi.pdf: 1657428 bytes, checksum: 2f56a7675dd095b1e4b5f80dfb994895 (MD5) Previous issue date: 2011-05-24CNPqapplication/pdfporUniversidade do Grande RioPrograma de Pós-Graduacão em AdministraçãoUNIGRANRIOBrasilUnigranrio::Administraçãohttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAdministraçãoAdministração públicaADMINISTRAÇÃOUma análise do discurso publicitário do Conselho Nacional de Justiçainfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Biblioteca Digital de Teses e Dissertações da UNIGRANRIOinstname:Universidade do Grande Rio (UNIGRANRIO)instacron:UNIGRANRIOLICENSElicense.txtlicense.txttext/plain; charset=utf-81982http://localhost:8080/tede/bitstream/tede/76/1/license.txt4a50535e8405f611398e6e2d408dbd1bMD51CC-LICENSElicense_urllicense_urltext/plain; charset=utf-849http://localhost:8080/tede/bitstream/tede/76/2/license_url4afdbb8c545fd630ea7db775da747b2fMD52license_textlicense_texttext/html; charset=utf-80http://localhost:8080/tede/bitstream/tede/76/3/license_textd41d8cd98f00b204e9800998ecf8427eMD53license_rdflicense_rdfapplication/rdf+xml; charset=utf-80http://localhost:8080/tede/bitstream/tede/76/4/license_rdfd41d8cd98f00b204e9800998ecf8427eMD54ORIGINALMarluce Dantas de Freitas Lodi.pdfMarluce Dantas de Freitas Lodi.pdfapplication/pdf1657428http://localhost:8080/tede/bitstream/tede/76/5/Marluce+Dantas+de+Freitas+Lodi.pdf2f56a7675dd095b1e4b5f80dfb994895MD55tede/762016-10-18 15:27:58.374oai:localhost: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Biblioteca Digital de Teses e Dissertaçõeshttp://tede.unigranrio.edu.br/PUBhttp://tede.unigranrio.edu.br/oai/requestrepositorio@instituicao.br||repositorio@instituicao.bropendoar:2016-10-18T17:27:58Biblioteca Digital de Teses e Dissertações da UNIGRANRIO - Universidade do Grande Rio (UNIGRANRIO)false |
dc.title.por.fl_str_mv |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
title |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
spellingShingle |
Uma análise do discurso publicitário do Conselho Nacional de Justiça Lodi, Marluce Dantas de Freitas Administração Administração pública ADMINISTRAÇÃO |
title_short |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
title_full |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
title_fullStr |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
title_full_unstemmed |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
title_sort |
Uma análise do discurso publicitário do Conselho Nacional de Justiça |
author |
Lodi, Marluce Dantas de Freitas |
author_facet |
Lodi, Marluce Dantas de Freitas |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Sauerbronn, João Felipe Rammelt |
dc.contributor.referee1.fl_str_mv |
Sauerbronn, João Felipe Rammelt |
dc.contributor.referee2.fl_str_mv |
Ferreira, Luis Fernando Filardi |
dc.contributor.referee3.fl_str_mv |
Pereira, Severino Joaquim Nunes |
dc.contributor.author.fl_str_mv |
Lodi, Marluce Dantas de Freitas |
contributor_str_mv |
Sauerbronn, João Felipe Rammelt Sauerbronn, João Felipe Rammelt Ferreira, Luis Fernando Filardi Pereira, Severino Joaquim Nunes |
dc.subject.por.fl_str_mv |
Administração Administração pública |
topic |
Administração Administração pública ADMINISTRAÇÃO |
dc.subject.cnpq.fl_str_mv |
ADMINISTRAÇÃO |
description |
The present work analyzes how the National Council of Justice (CNJ) builds its corporate image along with citizens. Public Administration has become more sensible to the external environment and, in some countries, citizens have determined how the service should be provided. Treated as a customer, the citizen is more aware and demanding of their rights, seeking quick answers to your needs and greater efficiency in service delivery, controlling and charging solution more actively. Therefore, one of CNJ's clear concerns is related to changing the judiciary's image and since 2008 CNJ has released publicity campaigns for this purpose. Aiming to analyze the forms of communication used by the judiciary, official advertisements used by CNJ were analyzed and interpreted. To guide the advertisements analysis and building process of the judiciary‟s corporate image, the researcher used the method of advertising discourse analysis as proposed by Pinto (2002). Throughout methodological procedures section, exhibition function (discourse universe construction), interaction (establishment of socio-cultural ties) and seduction (distribution of positive and negative affects) are showed and discussed to serve as subject for understanding the ways of building publicity discourses that are present in pieces of the CNJ. The relevance of this work lies in the fact that it is a very important topic for public administration and the Judiciary, which is institutional communication and interactivity between justice and society. |
publishDate |
2011 |
dc.date.issued.fl_str_mv |
2011-05-24 |
dc.date.accessioned.fl_str_mv |
2016-10-18T17:27:58Z |
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info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/masterThesis |
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dc.identifier.citation.fl_str_mv |
Lodi, Marluce Dantas de Freitas. Uma análise do discurso publicitário do Conselho Nacional de Justiça. 2011. 100 f. Dissertação (Mestrado em Administração) - Universidade do Grande Rio "Prof. José de Souza Herdy", Rio de Janeiro. |
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http://localhost:8080/tede/handle/tede/76 |
identifier_str_mv |
Lodi, Marluce Dantas de Freitas. Uma análise do discurso publicitário do Conselho Nacional de Justiça. 2011. 100 f. Dissertação (Mestrado em Administração) - Universidade do Grande Rio "Prof. José de Souza Herdy", Rio de Janeiro. |
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UNIGRANRIO |
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Universidade do Grande Rio |
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