Adílio Renê Almeida Miranda

Contribuições do Método História de Vida para Estudos sobre Identidade: o exemplo do estudo sobre professoras gerentes

Recently, the Life Story Method has been used in the area of Business Administration as an important methodological strategy in qualitative research. The purpose is to understand groups or collective bodies based on individual paths of life. Thus, the goal of this study was to show the contribution of the life story method in understanding the identity dynamics of female professors managing a public university, by means of an example derived from an empirical study. It was observed from the reports of four female professors involved in management that recovery of past memories, as well as of values, facts, standards and occurrences connected with the primary and organizational socialization of the interviewees, contributes to understanding of their identity dynamics. Some categories of analysis emerged that express relationships between life story and identity, e.g., discontinuity, subjectivity and the importance of allowing an individual/subject to speak; the individual and the social sphere and socio-historical transformations, a dynamic interaction in construction of identities; and temporal analysis in construction of identities.

O MARKETING PÚBLICO NO CONTEXTO DA REFORMA GERENCIALISTA DO ESTADO

In the context of managerial changes and proposals for the public administration, the marketing can contribute to the strategic interaction between the state and the citizen. This paper seeks to develop this relationship taking as priority social democratic ideals and presenting the vision of the social-democracy of public management. The goal is to understand how the public marketing can contribute to the consolidation of the proposals of the managerial reform of the state. We understand that the public marketing is an activity in which the needs of society are identified in order to offer or expand services provided by a set of institutions, regardless of who holds the political offices. Thus, the public marketing can help promote citizenship, reduce social inequalities, encourage responsibility, accountability and value the participatory nature of the population. These macro objectives can be addressed through actions aimed at the internal image of the Brazilian public administration, research on needs, desires and interests of the citizens aiming at benefiting the transparency and the control through communication actions, and strengthen the commitment to the public interest through the relationship.