https://repositorio.pucsp.br/jspui/handle/handle/4216 2026-04-02T18:42:55Z 2026-04-02T18:42:55Z https://repositorio.pucsp.br/jspui/handle/handle/46572 2026-02-05T04:06:30Z 2025-12-08T00:00:00Z

Título: Se essa rua fosse minha: a Rua Maria José vista pela ecologia da comunicação Abstract: This dissertation aims to understand how the dynamics of Rua Maria José, located in the Bexiga neighbourhood in the central area of São Paulo, have developed and adapted amid advances in the real estate sector and technology, contributing to the preservation of its local identity. These dynamics, which include samba circles, children’s games, and other activities that promote the occupation of public space, as well as their various forms of mediation — gained strength especially from 2019 onwards, when the street became part of the municipal Ruas de Lazer (leisure street) programme. With this initiative, the use of the street expanded and began to occur more frequently, driven by the strategic use of media by the neighbourhood’s residents themselves, particularly those who grew up on Maria José and were responsible for bringing the programme to the street. The methods employed in this research were participant observation and digital ethnography, used to analyse digital materials that portray the street. For the discussion presented and the interpretation of the materials collected, this study draws on authors who contribute to the notion of an ecology of communication, as proposed by Vicente Romano (2004), including Harry Pross, Norval Baitello Jr., James Hillman, and Dietmar Kamper, as well as urban scholars Jane Jacobs and Raquel Rolnik, whose reflections on the city and leisure have broadened debates about the contemporary challenges faced by urban environments. The findings suggest that Rua Maria José’s capacity to resist urban transformations is rooted in the ongoing occupation of its public spaces and in the complementary use of media that, rather than replacing the body, act as its extension. In doing so, these practices sustain forms of communication oriented toward encounter and collective presence, processes that, in turn, nurture the street’s resilience Tipo: Dissertação

2025-12-08T00:00:00Z https://repositorio.pucsp.br/jspui/handle/handle/46569 2026-02-06T22:44:19Z 2025-12-04T00:00:00Z

Título: As novas travessias da Técnica Klauss Vianna: dos corpos-tela às encruzilhadas pedagógicas Abstract: For more than four decades, the so-called Klauss Vianna Technique (KVT) has shaped bodies with autonomy and self-perception, sharpening presence mode, consciousness, and communication. As well as to training dance and theatre artists, it has also established a cognitive strategy imparting to movement a new life. During the health crisis due to the outbreak of COVID, dance classes and body work began to be offered by screen mediation. The hypothesis of the present research is that TKV persists in its evolutionary process, enabling learning and communication possibilities even in mediatic environment, despite the problems involved in screen dependence and the consequent emerging of “app-like bodies” (Katz 2012). The theoretical grounding is based on the Corpomedia Theory (Katz and Greiner), on the practical and theoretical studies by TKV, and some other authors, among whom the Philosopher Alva Noé and the Neurologist António Damásio, that interpret ways of perception as action. At the end, an epistemological link is proposed based on Luiz Rufino’s and Luiz Antonio Simas’ pedagogical theories, aiming the research’s continuity starting from new movements Tipo: Dissertação

2025-12-04T00:00:00Z https://repositorio.pucsp.br/jspui/handle/handle/46515 2026-02-06T20:14:27Z 2025-11-04T00:00:00Z

Título: Comunicação exponencial e organizações civis na era digital: impactos da lógica interativa na governança de programas socioassistenciais Abstract: This doctoral dissertation examines human interactions within the social sphere, as well as the communicational and administrative conflicts generated by the impacts of exponential logic – characterized by autonomous interactivity – on the governance of social assistance programs offered by the Civil Society Organizations that comprise the research corpus. The selected institutions belong to the third sector of the economy. They carry out activities that generate direct and indirect employment and manage billions in annual financial resources. The Salvation Army, based in the Southeast; ADBrasil, located in the North; and MISSÃO IDE, operating in the Brazilian Northeast, constitute the empirical sources of this investigation. The research problem addresses three models of interactivity: linear, exponential, and singular. The latter was identified, systematized, and classified by this study, stemming from the singularities of values and meanings embedded in cyberculture, framed as a form of elective affinity, which this dissertation aims to elucidate. The argument concludes that it is necessary to realign the discursive practices and administrative processes of governance in civil society organizations to the dromocratic, glocalized, and transpolitical dynamics of the contemporary social context. The dissertation further asserts that, in order to mitigate or resolve conflicts that have suspended or discontinued humanitarian actions committed to human rights, it is imperative to make deliberate decisions regarding the model of interactive autonomy that each institution preserves as part of its identity and purpose. The linear model fosters decision-making autonomy; the exponential model serves mass-oriented purposes; and the singular model is driven by the value of intelligence shaped by the meanings attributed to speed, convenience, and the presumption of assertiveness derived from the aggregation and processing of human, robotic, or cybernetic (hybrid) knowledge. This framework reveals three distinct segments: the first includes executives and volunteers who negotiate autonomous practices; the second comprises users and society at large, who self-regulate according to mass transformation goals; and the third contextualizes the conjunctions between the previous segments. At the core of this inquiry are the decision-making process and the freedom to understand, interpret, and decide with humanity itself as the central object of analysis. The theoretical reflections on communication and cyberculture draw from Eugênio Trivinho and Salim Ismail; those on administration and sociology are grounded in Idalberto Chiavenato, Peter Drucker, and Max Weber; and those pertaining to the semiotics of meaning and the social are informed by Algirdas Greimas and Eric Landowski Tipo: Tese

2025-11-04T00:00:00Z https://repositorio.pucsp.br/jspui/handle/handle/46492 2026-02-05T18:56:38Z 2025-12-03T00:00:00Z

Título: Cafeterias instagramáveis em São Paulo: cultura do consumo na relação físico-digital dos pontos de venda com os consumidores Abstract: This research investigates the ways through which the consumption of "Instagrammable" coffee shops in São Paulo is constituted and communicated. Coffee, a traditional staple food and a central element of national culture, has undergone many transformations in Brazilian society since it was introduced in the country. Operating as a symbol and agent of economic strength and physical energy, coffee enters the 21st century aligned with the drivers of contemporary consumption. The frequent use of digital social networks, powered by smartphones, has profoundly altered the relationship between consumers and brands, boosting the connection between physical points of sale and digital environments. In the context of the act of drinking coffee, one can observe the proliferation of establishments that promote an "Instagrammable" experience, where the construction of identities materializes through the display of elements of consumption on digital platforms. This shift warrants the need to understand how physical and virtual spaces relate to each other in the production of meaning in this type of consumption. The growing number of similar establishments is noteworthy and visiting them is becoming a habit for residents of São Paulo. The term "Instagrammable" resonates within common sense but lacks a clear definition. These points underscore the importance and usefulness of this research, whose problem is to define what characterizes an Instagrammable coffee shop and to describe how such modes of operation circumscribe part of the current consumer culture. The theoretical and methodological foundation is based on discursive semiotics, developed by Algirdas Julien Greimas, and chiefly on the concepts of figurativity and thematization, along with semiotic studies on consumption and consumers by Jean-Marie Floch, and extend to the sociosemiotics of Eric Landowski, particularly regarding the issues related to identity regimes, forms of taste, and regimes of meaning and interaction. The corpus comprises the main coffee shops selected from the hashtag #caféinstagramável [#instagrammablecafe] on the Instagram social media platform, with a large number of followers, namely: Café Cherie, Coffee Lab, Café das Coisinhas, and Gato Griô. For each one, a semiotic analysis of their physical installations and posts on Instagram is carried out. The research findings show that Instagrammable coffee shops incorporate the characteristics of an identity construction based on themes to which their users adhere through identification, employ unique modes of audiovisual expression, and make physical and digital spaces bilateral extensions. Contemporary coffee consumption constitutes a complex semiotic practice that transcends the beverage and its flavor, articulating spatial experience, digital performance, and identity construction through the convergence of physical materiality and the virtuality of digital social networks, thus consolidating its meaning as an intrinsic part of national culture and its transformative movements. Consequently, this research affords insights for scholars of consumption, retail, and communicative and cultural practices Tipo: Tese

2025-12-03T00:00:00Z