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Master's Dissertation
DOI
10.11606/D.27.2010.tde-17082011-111107
Document
Author
Full name
Rafael Yamaga
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2010
Supervisor
Committee
Citelli, Adilson Odair (President)
Coelho Sobrinho, Jose
Krasilchik, Myriam
Title in Portuguese
A graduação em publicidade e propaganda: uma pesquisa em sala de aula sobre a educação para a comunicação
Keywords in Portuguese
Educomunicação
Ensino Superior
Formação
Pesquisa em Sala de Aula
Propaganda
Publicidade
Abstract in Portuguese
As características dos cursos de Publicidade e Propaganda na cidade de São Paulo foram observadas e analisadas através de um procedimento que envolveu etapas distintas. A definição do objeto a ser pesquisado (instituições de ensino superior) obedeceu a critérios de representatividade de classes econômicas e sociais discentes. A relação entre o poder aquisitivo dos alunos e sua escolha pela instituição e as possíveis implicações em sala de aula foram estudadas presencialmente, em pesquisa de campo. Assistimos a cerca de cinquenta horas de aulas em etapas iniciais e de conclusão dos cursos. As observações em classe foram categorizadas na tentativa de se criar uma tipologia das práticas de ensino, sem quaisquer intenções classificatórias ou constituintes de juízo de valor. Os dados que contam com as opiniões dos estudantes foram coletados por método misto, qualitativo (entrevistas, questionários abertos via internet e debates com alunos) e quantitativo (questionários fechados, com amostra definida). Buscamos identificar a formação oferecida e verificar se o discurso de cada universidade é, de fato, colocado em prática nas aulas. Algumas conclusões demonstram aspectos apreciados por alunos e adequados à formação do publicitário. Outras apontam para práticas de ensino em desacordo com os interesses discentes e, por vezes, com a formação exigida pelo mercado de trabalho publicitário.
Title in English
Graduation in Advertising. A research at classroom about the education for communication
Keywords in English
Advertising
Classroom Research
Educommunication
Formation
Higher Education
Abstract in English
The characteristics of the advertising courses in the city of São Paulo were observed and examined by a procedure involving distinct steps. The definition of the object to be researched (teaching institutions), followed, regarding students, criteria of representativeness of social and economic classes. The relationship between the students purchasing power and their choice for the institution and the possible implications in the classroom were studied in person, at field research. We have seen around fifty hours of classes in initial and final steps of the courses. The observations in classrooms were categorized in an attempt to create a typology of teaching practices, without any classificatory intentions or judgement. The data containing the students opinions were collected by mixed method, qualitative (open questionnaires, interviews via the Internet and "debates" with students) and quantitative (closed questionnaires with a defined sample). We have aimed to check the offered formation and verify if each university speech is, indeed, a practice in the classroom. Some conclusions demonstrate aspects appreciated by students and appropriate to the advertisers formation. Others show teaching practices that are not in agreement to the students interests and sometimes, to the demands of the advertisement business market.
 
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RAFAELYAMAGA.pdf (2.34 Mbytes)
Publishing Date
2011-08-24
 
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