Zeitschriftenartikel zum Thema „Bianchi (Firm)“

L'autore, raccogliendo i dati sui film proiettati a Firenze dal 10 giugno 1940 all'agosto del 1944, fornisce un quadro dell'attivitŕ cinematografica di una grande cittŕ durante il periodo bellico, considerando sia le sale commerciali che le attivitŕ delle organizzazioni ricreative fasciste, offrendo statistiche sulle sale attive, sui film proiettati, divisi secondo il paese di origine, e una classifica dei film piů visti in base ai giorni di programmazione. I dati sulla programmazione, assunti come indice di popolaritŕ e di visibilitŕ, permettono di valutare i favori del pubblico, il quale continua a privilegiare il cinema americano e a rifiutare quello tedesco, nonostante le campagne propagandistiche contrarie. Inoltre, attraverso questi dati, si possono trarre considerazioni sull'accoglienza dei film italiani: l'opinione pubblica risponde positivamente ad un'industria cinematografica nazionale, capace di offrire una varietŕ di generi diversi, e non solo «telefoni bianchi». Per quanto riguarda i film italiani a carattere propagandistico, il favore del pubblico cambia nel corso del periodo bellico: l'interesse iniziale viene meno quando le sorti della guerra volgono al peggio.

Michael Bianco Inc. was a relatively small manufacturing firm employing 85 people in 2001. By 2004, the company was awarded several multimillion dollar government contracts from the Department of Defense making backpacks for troops serving in Iraq. The company increased its work force to over 500 to accommodate the contracts. The workers, however, were illegal aliens. The Department of Homeland Security raided the manufacturing facility, found and detained over 300 illegal workers for deportation. Further investigation revealed deplorable and unfair working conditions, including lack of heat and docking workers pay for talking. Employees worked double shifts and instead of being paid overtime, they were paid straight time out of two separate companies. Humanitarian groups defended the workers and some later filed suit for back pay.

Nei mesi che seguirono la guerra d'Etiopia, la cinematografia italiana ebbe un ruolo centrale nella celebrazione degli uomini e nella diffusione degli ideali che avevano permesso la conquista dell'impero. Tra il 1936 e il 1939 vennero realizzate sei pellicole che appaiono oggi come il frutto piů maturo non solo della propaganda coloniale fascista, ma della stessa politica cinematografica messa in atto dal regime a partire dai primi anni Trenta. Attraverso film come Lo squadrone bianco, Il grande appello, Scipione l'Africano, Sentinelle di bronzo, Luciano Serra pilota, Sotto la Croce del Sud, Abuna Messias, ma anche il piů tardo Bengasi del 1942, č cosě possibile ricostruire non solo la percezione che la societŕ italiana ebbe dell'avventura africana nel suo svolgersi, ma anche i topoi tematici che informarono l'immaginario collettivo nazionale in maniera duratura e profonda anche oltre gli ultimi anni di vita del fascismo.

<p style="text-align: justify;"><strong>Aim</strong>: The aim of this research was to evaluate if leaf removal and red geotextile reflective mulch “Vitexsol” could affect phenolic composition of wines from three white cultivars, Riesling italico, Traminer, and Manzoni bianco.<strong></strong></p><p style="text-align: justify;"><strong>Methods and results</strong>: A two-year study was conducted to evaluate the effects of leaf removal and reflective mulch on the phenolic composition of white wines from Zagreb vineyards in northwestern Croatia. Leaf removal (LR) and reflective mulch (RM) “Vitexsol”, made from weave of aluminum platelets protected by a transparent film and sewn together with red polypropylene threads, were tested separately and combined (LR+RM) on vines of Traminer, Riesling italico and Manzoni bianco in 2008 and 2009. LR and RM had no consistent effect on must sugar content and titratable acidity. All treatments resulted in higher total phenol and flavan-3-ol content in wines of all cultivars, but in different years. LR+RM generally resulted in the highest phenolic acid and individual flavan-3-ol content in all wines except Traminer. RM treatment had the least effect on phenolic composition of wines.</p><p style="text-align: justify;"><strong>Conclusion</strong>: LR+RM generally resulted in the highest content of most phenolic compounds, especially when compared to control wines.</p><strong>Significance and impact of the study</strong>: This work provides some useful informations for adjusting vineyard practices and thus optimizing phenolic quality of white wines.

Relevance Currently, the first place goes to the creation of new high-yielding varieties and hybrids F1 crops that meet the requirements of modern industrial technologies. Heterosis hybrids have high yield, marketability, equalization, friendly yield and resistance to disease. Methods When developing new varieties and hybrids of radish suitable for mechanized harvesting, attention should be paid to the strength of the attachment of the leaf outlet and its upright position, the uniformity of immersion in the soil and the easy pull-out of root crops. Studies were performed in a protected (heated film greenhouse) and open ground in All-Russian Scientific Research Institute of Vegetable Growing – Branch of the FSBSI Federal Scientific Vegetable Center. Results The results of breeding work with European radish are presented. According to the results of expert evaluation, the state register of breeding achievements included two varieties of European summer radish – Bianca, Sirius and one hybrid of European winter radish – Tsyganskiy Baron F1. The new varieties are distinguished by uniformity in shape, length, diameter of the root crop, compact leaf rosette, form a root crop in a short and long daylight, recommended for cultivation under film shelters and in the open ground (early spring and summer sowing time). As a result of repeated inbreeding, inbred lines of European winter radish (brought to the seventh generation) were created, characterized by high equalization of the root crop, with strict self-compatibility. These lines were included in the process of creating heterosis hybrids. Evaluation of the obtained hybrids was carried out in the open ground. A hybrid of radish European winter Tsyganskiy Baron F1 – medium-ripe, flat-rounded root, black, weighing 220-260 g. Perspective hybrid in relation to the standard has a more aligned form of the root, with a rich black color and smooth surface. Tsyganskiy Baron F1 on the above indicators exceeds the standard night, resistant to stressful conditions.

The screen is colored by a celestial sky and begins to outline a castle under whose white gold stands the "Walt Disney Pictures", a semi-crown crown all and the doors of the fantasy are ready to open to the spectators. This is the classic presentation of a Disney Movie that at least once in a lifetime will happen to each of us to attend and accompany the childhood of millions of children. But what is waiting behind that castle? Charming spells and sparks of magic? Absolutely. Princesses to save and charming princes to dream? Absolutely yes. Speaking animals and an Never Land? All this and much more. But if we looked at that castle from a different perspective, and if we shifted our attention from the precious robe of the protagonist, to what deeply motivates her choices and the dynamics surrounding her, we could notice dark shadows, concealed by glittering jewels and unnatural sunsets, so brilliant to blind. The work will focus on those heaviest nuances, analyzing and deepening scenes and themes of Disney Movies where it will be possible to find criminological and psychopathological aspects, thus trying to connect two worlds so distant that for a moment they will intersect as well as in a palette of a painter you can mix white and black. ---------- Lo schermo si colora di un celeste cielo, e comincia a delinearsi un castello sotto la cui bianca aurea si staglia la sigla “Walt Disney Pictures”, un semiarco corona il tutto e le porte della fantasia sono pronte a schiudersi per gli spettatori. Questa è la classica presentazione di un Film Disney a cui almeno una volta nella vita sarà capitato a ciascuno di noi di assistere, e che accompagna l’infanzia di milioni di bambini. Ma cosa ci aspetta dietro quel castello? Affascinanti incantesimi e scintille di magia? Senz’altro. Principesse da salvare e principi azzurri da sognare? Assolutamente sì. Animali parlanti e un’isola che non c’è? Tutto questo e molto di più. Se guardassimo, però, quel castello da una prospettiva diversa, e se spostassimo l’attenzione dal vestito prezioso della protagonista, a ciò che motiva in profondità le sue scelte e alle dinamiche che la circondano, potremmo notare delle sfumature oscure, celate da sfavillanti gioielli ed innaturali tramonti, tanto brillanti da accecarci. È proprio su quelle sfumature più tetre che si concentrerà il lavoro, analizzando e approfondendo scene e temi dei Film Disney in cui sarà possibile riscontrare aspetti criminologici e psicopatologici, cercando così di connettere due mondi tanto distanti che per un attimo si intersecheranno, cosi come in una tavolozza di un pittore è possibile mescolare il bianco e il nero. ---------- La pantalla es de color azul claro del cielo, y comienza a tomar forma un castillo bajo cuyo blanco de oro se coloca la abreviatura "de Walt Disney Pictures", un semi-arco rodea el todo y las puertas de la imaginación están listos para salir del cascarón para los espectadores. Esta es la presentación clásica de una Película de Disney que al menos una vez en la vida nos ha sucedido a cada uno de nosotros para asistir, y que acompaña a millones de niños. Pero, ¿qué está esperando detrás de ese castillo? Encantadores hechizos y chispas de magia? Absolutamente. ¿Princesas para salvar y príncipes azules para soñar? Absolutamente sí ¿Animales que hablan y una isla que no está allí? Todo esto y mucho más. Si observamos, sin embargo, que el castillo desde una perspectiva diferente, y si a mitad de camino a través de la atención por parte del precioso vestido el personaje principal, lo que motiva profundamente en sus elecciones y la dinámica que lo rodean, se puede notar las sombras oscuras, ocultas por las joyas espumoso y puestas de sol antinaturales, tan brillantes para cegar. Es precisamente en los tonos más sombríos que se centrarán los trabajos, analizando y profundizando escenas y películas temas de Disney, donde se pueden encontrar aspectos criminológicos y psicopatológicas, tratando así de conectar dos mundos tan lejos que un momento se cruzará, así como en una paleta de un pintor puede mezclar blanco y negro.

The BJIHS clarifies to the entire scientific community that after several contacts with authors and or co-authors informing the non-recognition and or evidence of intellectual fraud in articles published in this journal, we take the following measures: After a rigorous investigation it was discovered that an editor, who has already been removed, was carrying out these improper insertions of names of authors and or co-authors in articles of unknown origin by this editorial board. Apparently, these insertions aimed to increase the number of citations and relevance of the newspaper, within the scientific community. Full retraction to all authors and co-authors wrongly cited in articles published here. The immediate removal of all articles with irregular insertion of authors and or co-authors. The BJIHS vehemently repudiates the unethical, sordid and obscure practices carried out by this editor and all legal measures are already underway, given the great shock to the image of this newspaper The BJIH also recognizes that there was some level of editorial negligence on the part of some editors, especially its Chief Editor, Dr. Éber Coelho Paraguassu, who also recognizes this negligence, who should have identified these irregularities much earlier and here apologizes to all authors and co-authors who are victims of this situation. We promise a strict and severe control on the part of our new editorial board, which has been totally reformulated and updated and we hope that everyone can understand this situation and support us in a new beginning. Below are listed all articles removed and all authors and or co-authors who were victims and to whom this total retraction is intended. 1- Authors: Bianca Araújo Trajano, Adriana Correa De Queiroz Pimentel, Carina Toda, Janete Maria Rebelo Vieira e Leandro De Moura Martins. Title: Implantes curtos em região posterior de maxila e mandíbula. Situation: None of the authors and co-authors recognize the article as their own. After analysis, it was detected that this article had been rejected for publication in the BJIHS in October 2019 and it subsequently had publication and improper insertion of the names of the authors and co-authors already mentioned. Measures taken: Immediate removal of the article in question, non-recognition of any citation in this study and request for full retraction to authors and co-authors Bianca Araújo Trajano, Adriana Correa De Queiroz Pimentel, Carina Toda, Janete Maria Rebelo Vieira and Leandro De Moura Martins. 2- Authors: Reginaldo Migliorança, José Thiers Juniore Carlos Eduardo Francischone. Title: Avaliação das estruturas ósseas envolvidas na técnica cirúrgica da instalação de implantes zigomáticos em crânios macerados desdentados. Situation: None of the authors and co-authors recognize the article as their own. The article in question did not have its origin clarified. Measures taken: Immediate removal of the article in question, non-recognition of any citation in this study and request for full retraction to authors and co-authors Reginaldo Migliorança, José Thiers Juniore Carlos Eduardo Francischone. 3- Authors: Antônio Araújo, Adriana Cavalcanti Ferreira, Arthur Belém Novaes Júnior. Title: Confecção de prótese buco-maxilo para pacientes com maxilectomia parcial. Situation: The author Arthur Belém Novaes Júnior did not recognize his co-authorship. Co-author Adriana Cavalcanti Ferreira did not have his contact found. The author Antônio Araújo reports that the article is his, but he refused to be published in another newspaper and that he does not know how to inform how the rejected outline was published in the BJIHS. The author Antônio Araújo showed his desire to publish the article in the near future in the BJIHS and that he will submit and await the ordinary procedures of the BJIHS. Measures taken: Immediate removal of the article in question, non-recognition of any citation in this study and request for full retraction to authors and co-authors Antônio Araújo, Adriana Cavalcanti Ferreira, Arthur Belém Novaes Júnior. 4- Authors: Noha El-Wassefy, Lars Sennerby, Dhoom SIngh Mehta e Thiago de Santana Santos. Title: Current literature review on methods for measuring the stability of osseointegrable implants. Situation: Co-author Lars Sennerby did not recognize his co-authorship. Author Noha El-Wassefy and co-authors Dhoom SIngh Mehta and Thiago de Santana Santos had no registered email address and contact was not possible. Measures taken: Immediate removal of the article in question, non-recognition of any citation in this study and request for full retraction to authors and co-authors Noha El-Wassefy, Lars Sennerby, Dhoom SIngh Mehta. 5- Authors: Pedro Lemos, Naomar Almeida-Filho, Joselia Firmo. Title: COVID-19, desastre do sistema de saúde no presente e tragédia da economia em um futuro bem próximo. Situation: Co-authors Naomar Almeida-Filho and Joselia Firmo do not recognize their co-authorship. The author Pedro Lemos apparently is fictional. Measures taken: The article in question had already been removed a few months ago and there was already a retraction on this study. The retraction disowned the author Pedro Lemos but new discoveries show that the author in question appears to be fictitious. Measures taken: Updating and reaffirming the retraction to researchers Naomar Almeida-Filho and Joselia Firmo. 6- Authors: Flavia Santos Batista Dias, Priscila Oliveira de Miranda e Alanderson Alves Ramalho. Title: A relação direta entre vitamina D e insuficiência cardíaca: Uma revisão sistemática. Situation: All the authors involved did not recognize their authorship in that article and there was already a previous retraction about what happened. Measures taken: Initially the article was removed from the newspaper, however, we received contact from co-author Irlan Bacelar stating that the article in question was his co-authorship and that the author was Suzane Bacelar and Salomão Alcolumbre. In this specific case, there was no fraud, but BJHIS editorial negligence, as the authors Flavia Santos Batista Dias, Priscila Oliveira de Miranda and Alanderson Alves Ramalho were as names to request the revision of the article, but during the editing process, the names were mistake of the publishing sector. We updated and reaffirmed the request for total retraction to the authors Flavia Santos Batista Dias, Priscila Oliveira de Miranda and Alanderson Alves Ramalho and also to the authors Irlan Bacelar, Suzane Bacelar and Salomão Alcolumbre. 7- Authors: Renata Tavares de Souza Cabral, Bruno de Freitas Valbon, Francisco Max Damico, Leandro Cabral Zacharias e Marcony Rodrigues de Santhiago Title: Implantologia nas deformidades oculopalpebrais em pacientes com câncer. Situation: Authors and co-authors do not recognize the article. Measures taken: Immediate removal of the article in question, non-recognition of any citation in this study and request for full retraction to authors and co-authors Renata Tavares de Souza Cabral, Bruno de Freitas Valbon, Francisco Max Damico, Leandro Cabral Zacharias and Marcony Rodrigues de Santhiago .

Neste trabalho abordamos a memória como objeto de estudo, a película cinematográfica Super 8 e os filmes domésticos. No embasamento teórico, utilizamos autores como Andreas Huyssen e Pierre Nora (memória), Roger Odin e Lila Foster (filmes domésticos). Nosso objetivo é apresentar os filmes em Super 8 feitos pelo fotógrafo Márcio Assis na década de 1970, a fim de verificar as relações entre sua narrativa oral atual por meio da gravação em áudio de seus comentários do filme, em comparação a sua narrativa visual sobre a própria família na década de 1970. Também fazemos um estudo de como os familiares de Márcio Assis assistem a esses filmes, cerca de quarenta anos depois, por meio da coleta de depoimentos nas redes sociais e entrevistas.PALAVRAS-CHAVE: Audiovisual; memória; Super 8; filmes domésticos. ABSTRACTIn this paper we address the memory as an object of study, the motion picture film and Super 8 home movies. On theoretical basis, we use authors like Andreas Huyssen and Pierre Nora (memory), Roger Odin and Lila Foster (home movies). Our goal is to present Super 8 films made by the photographer Marcio Assis in the 1970s in order to verify the relationship between his current oral narrative through the audio recording of his comments the film, compared to its visual narrative about his own family in the 1970s. We also do a study as family Marcio Assis watch these movies, some forty years later, by collecting testimonials on social networks and interviews.KEYWORDS: Audiovisual; memory; Super 8; home movies. RESUMENEn este artículo, abordamos la memoria como un objeto de estudio, la película cinematográfica Súper 8 y el cine doméstico. En la base teórica, utilizamos autores como Andreas Huyssen y Pierre Nora (memoria), Roger Odin y Lila Foster (cine doméstico). Nuestro objetivo es presentar las películas en Súper 8 realizadas por el fotógrafo Marcio Assis en la década de 1970 con el fin de verificar la relación entre la narrativa oral actual mediante el registro de información de audio de la película en comparación con su narrativa visual acerca de la propia familia, en la década de 1970. También hacemos un estudio de cómo la familia de Marcio Assis asiste a estas películas, unos cuarenta años más tarde, mediante la recopilación de testimonios en las redes sociales y entrevistas. PALABRAS CLAVE: Audiovisual; memoria; Súper 8; cine doméstico. ReferênciasÁLVAREZ, Efrén Cuevas. De vuelta a casa: Variaciones del documental realizado con cine doméstico. In: La casa abierta: el cine doméstico y sus reciclajes contemporáneos. Ayuntamiento de Madrid, 2010. p. 121-166.ASSIS, Bianca Vieira Marques. Filmes domésticos de Júlio e Márcio Assis. 25 jun. 2014. Depoimento concedido a Ana Clara Campos dos Santos por meios eletrônicos.ASSIS, Ana Carolina Furtado de. Filmes domésticos de Júlio e Márcio Assis. Juiz de Fora. 16 mai. 2014. Depoimento concedido a Ana Clara Campos dos Santos em áudio.ASSIS, Márcio de Alcântara. Comentários dos filmes do acervo de Super 8 de Márcio Assis. Juiz de Fora. 11 mai. 2014. Depoimento dado a Ana Clara Campos dos Santos em áudio.ASSIS, Mariana Furtado. Filmes domésticos de Júlio e Márcio Assis. 26 jun. 2014. Depoimento concedido a Ana Clara Campos dos Santos por meios eletrônicos.CARUSO, Carlos Alberto Antonio. Conceitos fundamentais para o estudo do filme doméstico. In: O filme de família: O Fascínio da Preservação da Imagem, Histórias e Memórias. 2012. Dissertação (Mestrado em Comunicação) - Universidade Anhembi Morumbi, São Paulo, 2012. cap. 01, p. 13-32. Disponível em: <http://portal.anhembi.br/wp-content/uploads/Dissertacao_Carlos_Alberto_Antonio_Caruso1.pdf>. Acesso em: 11 mar. 2015.DARGY, P. A prática do super 8 / P. Dargy, N. Bau; adaptação e prefácio da ed. Brasileira de Abrão Berman; (tradução de Luiz Roberto S. Malta). - 4. ed. - São Paulo: Summus, 1979.FOSTER, Lila Silva. Conceitos fundamentais para o estudo do filme doméstico. In: Filmes domésticos: uma abordagem a partir do acervo da Cinemateca Brasileira. 2010. Dissertação (Mestrado em Imagem e Som) - Universidade Federal de São Carlos, São Carlos, 2010. cap. 01, p. 17-53. Disponível em: <http://www.bdtd.ufscar.br/htdocs/tedeSimplificado/tde_busca/arquivo.php?codArquivo=2965>. Acesso em: 11 mar. 2015.HOME Movie Day Rio. 2013. Apresenta informações sobre inscrições e programação do evento Home Movie Day Rio, ano de 2013. Disponível em: <http://homemoviedayrio.wordpress.com/>. Acesso em: 11 mar. 2015. Site.HUYSSEN, Andreas. Passados presentes: mídia, política, amnésia. In: Seduzidos pela memória: arquitetura, monumentos, mídia. 2. ed. Rio de Janeiro: Aeroplano, 2004. cap. 01, p. 09-40.LEAL, Marília Muniz. Filmes de família: lembrança e documento. 2013. 62 f. Monografia (Bacharel em Comunicação Social, habilitação cinema). Universidade Federal Fluminense, Niterói, 2013. Disponível em: <http://www.rascunho.uff.br/ojs/index.php/rascunho/article/view/49/31>. Acesso em: 11 mar. 2015.LINS, Consuelo; BLANK, Thais. Filmes de família, cinema amador e a memória do mundo. Significação. Vol. 39, nº 37, 2012. p. 52-54. Disponível em: <http://www.revistas.usp.br/significacao/article/view/71254>. Acesso em: 11 mar. 2015.NORA, Pierre. Entre memória e história: a problemática dos lugares. In: Projeto História. São Paulo, dez. 1993. p. 07-28.ODIN, Roger. El cine doméstico en la instituición familiar. In: La casa abierta: el cine doméstico y sus reciclajes contemporáneos. Ayuntamiento de Madrid, 2010. p. 39-60.SILVA, Armando. O arquivo do álbum de fotografias. In: Álbum de família: a imagem de nós mesmos. São Paulo: Senac, 2008. cap. 02, p. 41-75. Disponível em:Url: http://opendepot.org/2705/ Abrir em (para melhor visualização em dispositivos móveis - Formato Flipbooks):Issuu / Calameo

This article seeks to deepen the debate on leadership, exploring specifcities of the Brazilian context on this topic, more specifically the principle of democratic management. The reflection focuses on both topics, explaining the path of the debate on democratic management since the mid-eighties of the twentieth century, passing through the Federal Constitution of 1988, the Law of Guidelines and Bases of National Education - Law number 9.394/96) and arriving on the most recent context, where the National Education Plan (PNE), of 2014, incorporates the subject to its goals. Considerations are presented on program contents of two national training programs: the Distance Training Program for School Managers (Progestão) and the National School Program for Managers of Basic Public Education (PNEGEB), also known as School of Managers. The main regulatory frameworks for democratic management are focused on relevant legislation. The study allows us to suggest the hypothesis that the principle of democratic management, associated with a political leadership, would have preponderated in the literature and initiatives of formation of school directors in the country, being the more technical dimension of the subject a little prioritized theme. In this sense, it can be said that the topic of leadership, as it is configured in other contexts, has become a repressed demand in Brazilian educational policy.ResumoEste artigo procura aprofundar o debate sobre liderança, explorando especificidades do contexto brasileiro em relação a esta temática, mais especificamente o princípio da gestão democrática. A reflexão detém-se sobre os dois temas, explicitando a trajetória do debate sobre gestão democrática desde meados dos anos oitenta do século XX, passando pela Constituição Federal de 1988, a Lei de Diretrizes e Bases da Educação Nacional – LDB (Lei nº 9.394/96) e chegando ao contexto mais recente, onde o Plano Nacional de Educação (PNE) de 2014 incorpora o assunto às suas metas. São apresentadas considerações sobre conteúdos programáticos de dois programas nacionais de formação: o Programa de Capacitação a Distância para Gestores Escolares (Progestão) e o Programa Nacional Escola de Gestores da Educação Básica Pública (PNEGEB), também conhecido como Escola de Gestores. Os principais marcos regulatórios da gestão democrática são focalizados na legislação pertinente. O estudo permite sugerir a hipótese de que o princípio da gestão democrática, associado a uma liderança de natureza política, teria preponderado na literatura e iniciativas de formação de diretores escolares no país, sendo a dimensão mais técnica do assunto um tema pouco priorizado. Nesse sentido, pode-se dizer que o tema da liderança, tal como se configura em outros contextos, tem se constituído em demanda reprimida na política educacional brasileira.ResumenEste artículo busca profundizar el debate sobre liderazgo, explorando especificidades del contexto brasileño en relación a esta temática, más específicamente el principio de la gestión democrática. La reflexión se detiene sobre los dos temas, explicitando la trayectoria del debate sobre gestión democrática desde mediados de los años ochenta del siglo XX, pasando por la Constitución Federal de 1988, la Ley de Directrices y Bases de la Educación Nacional - LDB (Ley nº 9.394/96) y llegando al contexto más reciente, donde el Plan Nacional de Educación (PNE), de 2014, incorpora el asunto a sus metas. Se presentan consideraciones sobre contenidos programáticos de dos programas nacionales de formación: el Programa de Capacitación a Distancia para Gestores Escolares (Progestão) y el Programa Nacional Escuela de Gestores de la Educación Básica Pública (PNEGEB), también conocido como Escuela de Gestores. Los principales marcos regulatorios de la gestión democrática se centran en la legislación pertinente. El estudio permite sugerir la hipótesis de que el principio de la gestión democrática, asociado a un liderazgo de naturaleza política, habría preponderado en la literatura e iniciativas de formación de directores escolares en el país, siendo la dimensión más técnica del tema un tema poco priorizado. En ese sentido, se puede decir que el tema del liderazgo, tal como se configura en otros contextos, se ha constituido en demanda reprimida en la política educativa brasileña.Keywords: Leadership and democratic management, Educational legislation, Public policies, Scholar managers training.Palavras-chave: Liderança e gestão democrática, Legislação educacional. Políticas públicas, Formação de gestores escolares.Palabras claves: Liderazgo y gestión democrática, Legislación educativa, Políticas públicas, Formación de gestores escolares.ReferencesALMEIDA, Bruno Luiz Teles de. Construindo uma gestão democrática no Estado da Bahia: contribuições do Curso de Especialização em Gestão Escolar promovido pelo Programa Escola de Gestores. Universidade Federal da Bahia. 2015. Dissertação de Mestrado, 2015. Disponível em: https://repositorio.ufba.br/ri/handle/ri/17694. Acesso em: 27 out. 2018.BENTO, António; OLIVEIRA, Maria Isabel. A liderança escolar a três dimensões: diretores, professores e alunos. Bragança: Ideias em prática, 2013. Disponível em: https://bibliotecadigital. ipb.pt/handle/10198/9560. Acesso em: 18 ago. 2018.BIANCO, Mônica de Fátima; SOUZA, Eloísio Moulin de; SOUZA-REIS, Antônio Marcos. A nova gestão pública: um estudo do Pró-gestão focado em dois projetos prioritários no estado do Espírito Santo. Revista Gestão e Planejamento, Salvador, v. 15, n. 1, p. 118-143, jan./abr. 2014.BOLIVAR, Antonio. El liderazgo pedagógico de la dirección escolar en España: limitaciones y acciones. In: LIMA, Licinio; SÁ, Virginio (orgs.). 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Zinc oxide (ZnO) has been widely deployed as electron conducting layer in emerging photovoltaics including quantum dot, perovskite and organic solar cells. Reducing the curing temperature of ZnO layer to below 200 oC is an essential requirement to reduce the cell fabrication cost enabled by large-scale processes such as ink-jet printing, spin coating or roll-roll printing. Herein, we present a novel water-based ZnO precursor stabilized with labile NH3, which allow us to spin coat crystalline ZnO thin films with temperatures below 200 oC. Thin film transistors (TFTs) and diode-type quantum dot solar cells (QD SCs) were fabricated using ZnO as electron conduction layer. In the QD SCs, a p-type 1,2-ethylenedithiol treated PbS QDs with a bandgap of 1.4 eV was spin-coated on top of ZnO layer by a layer-by-layer solid state ligand exchange process. Electron mobility of ZnO was about 0.1 cm2V-1s-1 as determined from TFT measurements. Power conversion efficiency of solar cells: FTO/ZnO/PbS/Au-Ag was 3.0% under AM1.5 irradiation conditions. The possibility of deposition of ZnO at low temperatures demonstrated herein is of important for solution processed electronic and optoelectronic devices. Keywords ZnO, low-temperature, quantum dots, solar cells, TFTs References [1] A. Janotti, A. Janotti, C.G. Van De Walle-fundamental of ZnO as a semiconductor, Reports on Progress in Physics, 72 (2009) 126501.[2] H. You, Y. Lin-investigation of the sol-gel method on the flexible ZnO device, International Journal of Electrochemical Science, 7 (2012) 9085–9094.[3] Y. Lin, C. Hsu, M. Tseng, J. Shyue, F. Tsai-stable and high-performance flexible ZnO thin-film transistors by atomic layer deposition, Applied Materials &Interfaces, 7(40) (2015) 22610–22617.[4] C. Lin, S. Tsai, M. Chang-Spontaneous growth by sol-gel process of low temperature ZnO as cathode buffer layer in flexible inverted organic solar cells, Organic Electronics, 46 (2017) 218-255.[5] H. Park, I. Ryu, J. Kim, S. Jeong, S. Yim, S. Jang-PbS quantum dot solar cells integrated with sol−gel-derived ZnO as an n‑type charge-selective layer, Journal of Physical Chemistry C, 118(2014) 17374−17382.[6] Y. Sun, J.H. Seo, C.J. Takacs, J. Seifter, A.J. Heeger-inverted polymer solar cells integrated with a low- temperature-annealed sol-gel-derived ZnO film as an electron transport layer Advanced Materials, 23(2011) 1679–1683.[7] V.A. Online, R. Suriano, C. Bianchi, M. Levi, S. Turri, G. Griffini-the role of sol-gel chemistry in low-temperature formation of ZnO buffer layers for polymer solar cells with improved performance, RSC Advances, 6(2016) 46915-46924.[8] X. D. Mai, J. An, H. Song, J. Jang-inverted Schottky quantum dot solar cells with enhanced carrier extraction and air-stability, Journal of Materials Chemistry A, 2 (2014) 20799–20805.[9] H. Choi, J. Lee, X.D. Mai, M.C. Beard, S.S. Yoon, S. Jeong - supersonically spray-coated colloidal quantum dot ink solar cells, Scientific Report, 7(2017) 622.[10] C.R. Newman, C.D. Frisbie, A. Demetrio, S. Filho, J. Bre- introduction to organic thin film transistors and design of n-channel organic semiconductors, Chemistry Materials, 16(2004) 4436-4451.[11] M. Asad, N. Abdul, Chapter 9: Sol-Gel-Derived Doped ZnO Thin Films: Processing, Properties, and Applications, in Recent Applications in Sol-Gel Synthesis, Edt:C. Usha. InTech, Rijeka, Croatia, 2017. [12] D. Guo, K. Sato, S. Hibino, T. Takeuchi, H. Bessho, K. Kato, Low-temperature preparation of (002)-oriented ZnO thin films by sol–gel method, Thin Solid Films, 550 (2014), 250-258. [13] S. T. Meyers, J. T. Anderson, C. M. Hung, J. Thompson, J. F. Wager, D. A. Keszler, Aqueous Inorganic Inks for Low-Temperature Fabrication of ZnO TFTs, J. Am. Chem. Soc, 130 (2008), 17603-17609.

Editorial – Revista Ambiente Contábil – Volume 11 – Número 2 – Ano 2019 (Jul./Dez. 2019) A Revista Ambiente Contábil (Ambiente) apresenta na sua 22ª edição 13 (treze) artigos que tratam de assuntos relevantes para a área contábil; 3 (três) resenhas de livros e 7 (sete) artigos no idioma inglês. Seção 1: Contabilidade Aplicada ao Setor Empresarial Artigo 1 - Utilização da simulação de Monte Carlo na gestão de estoques para empresas farmacêuticas de Rodrigo Campos Lopes, Alcindo Cipriano Argolo Mendes, Rogério João Lunkes e Gabriel Donadio Costa com o objetivo de aplicar a Simulação de Monte Carlo (SMC) para o gerenciamento dos estoques em uma farmácia de pequeno porte. Artigo 2 - Sunk costs e insistência irracional: o comportamento na tomada de decisões nos contextos pessoal, organizacional e público de Rodrigo Rengel, Valdirene Gasparetto e Darci Schnorrenberger com o objetivo de verificar se há diferença de comportamento e significância dos sunk costs e insistência irracional na tomada de decisões em diferentes contextos: pessoal, organizacional e público. Artigo 3 - Análise do compliance das empresas brasileiras às boas práticas de governança corporativa de Vicente Lima Crisóstomo e Aline Maria Coelho Girão com o objetivo de analisar o compliance às boas práticas de governança corporativa no contexto das empresas de capital aberto do mercado brasileiro. Artigo 4 - Análise bibliométrica da evolução da pesquisa científica em contabilidade internacional nos principais periódicos de língua inglesa de Millena Cordeiro da Silva e de Jorge Katsumi Niyama com o objetivo de analisar a evolução da produção científica publicada nestes periódicos. Seção 2: Contabilidade Aplicada ao Setor Público e ao Terceiro Setor Artigo 1 - Análise da receita per capita nos municípios catarinenses conforme a receita corrente líquida de Roberto Zolet, Gilvane Scheren e Celso Galante com o objetivo de identificar a receita per capita nos municípios catarinenses com base na Receita Corrente Líquida e a relação existente entre receitas próprias, transferências com a capacidade de cada município. Artigo 2 - O controle externo das contas municipais dos 144 municípios paraenses: uma implicação na evolução da democracia brasileira de Maria de Nazareth Oliveira Maciel, Carlos André Araújo de Macedo, Luann Yago Oliveira Maciel e Andreia Firmiano da Silva com o objetivo de analisar a situação do controle externo das contas municipais, no estado do Pará, em relação a tempestividade da informação e sua relação com o processo democrático no sentido da accountability. Seção 3: Pesquisas de Campo sobre Contabilidade (Survey) Artigo 1 - Educação financeira, interação com os pais e outros fatores relacionados ao uso de cartões de crédito por estudantes de contabilidade de Thiago Bruno de Jesus Silva, Luís Antonio Lay, Allison Manoel de Sousa, Paula Graciele Coelho de Paula Nogueira e Gerson João Valeretto com o objetivo de identificar os fatores relacionados ao uso de cartões de crédito pelos estudantes do curso de Ciências Contábeis. Artigo 2 - Representatividade dos incentivos fiscais da lei de informática no resultado econômico de indústrias catarinenses de Dalci Mendes Almeida e Ian Mota Pereira com o objetivo de verificar a representatividade dos incentivos fiscais da Lei de Informática no resultado econômico de empresas catarinenses. Artigo 3 - Custo de transação econômica e planejamento tributário de Oskarine das Chagas Oliveira, Luciana Batista Sales, Adriana Martins de Oliveira, Antônio Elano Firmino Bezerra e Moisés Ozorio de Souza Neto com o objetivo de identificar a relação da teoria do custo de transação econômica com o planejamento tributário em uma organização da atividade salineira no Estado do Rio Grande do Norte. Artigo 4 - Efeito sunk cost no processo de tomada de decisão: uma análise com discentes de ciências contábeis e administração de Jéssica Priscila Rodrigues Meireles, Yuri Gomes Paiva Azevedo, Lucas Allan Diniz Schwarz e Hellen Bomfim Gomes com o objetivo de analisar a influência do efeito sunk cost no processo de tomada de decisão dos estudantes de graduação em Administração e Ciências Contábeis da Universidade Federal do Rio Grande do Norte. Artigo 5 - Percepções sobre o turnover na atividade da auditoria interna: um panorama do contexto brasileiro de Claudio de Souza Miranda e João Paulo Resende de Lima com o objetivo de apresentar e discutir um panorama geral acerca do nível de turnover e qualidade de vida por meio da percepção de profissionais de auditoria interna no contexto brasileiro. Artigo 6 - Ensino de Contabilidade e Administração: configurações e demandas da aula expositiva de Yumara Lúcia Vasconcelos, Helen Alves Menezes e Rafaela Maria José Bertino com o objetivo de analisar os elos da correspondência entre expectativas e experiência efetiva no empreendimento de aulas expositivas. Visou-se, igualmente, identificar os parâmetros de qualidade utilizados pelos alunos e egressos para avaliar a qualidade dessas aulas. Artigo 7 - Percepção dos discentes do curso de ciências contábeis e da especialização em perícia e auditoria acerca do ensino e do mercado de trabalho em auditoria de Márcia Bianchi, Jorge Daniel Werlang, Lauren Dal Bem Venturini e Vanessa Noguez Machado com o objetivo de identificar a percepção dos discentes do curso de Ciências Contábeis (Grupo 1) e da Especialização em Perícia e Auditoria (Grupo 2) da Universidade Federal do Rio Grande do Sul (UFRGS) acerca do ensino e do conteúdo de auditoria para a preparação e inserção no mercado de trabalho. Seção 4: Casos de Ensino Aplicados a Contabilidade Não houve submissão. Seção 5: Resenhas de Teses, Dissertações e Livros sobre Contabilidade Resenha 1: Resenha do Livro: Análise de custos e preços de venda: ênfase em aplicações e casos nacionais. Wernke, R. (2019). (2ª ed.). São Paulo: Saraiva Educação, 234 páginas, ISBN: 978-85-53131-84-6. Autora da resenha: Marijane Felippe Resenha 2: Resenha do Livro: Contabilidade orçamentária e patrimonial governamental. Silva, M. C. (2018). (1a ed). São Paulo, SP: Editora Biblioteca 24Horas, 138 páginas, ISBN: 978-85-4161-353-8. Autora da resenha: Camila Rafaelly da Silva Câmara Revorêdo Resenha 3: Resenha do Livro: Controladoria governamental: avaliação de resultados. Silva, M. C., & Silva, J. D. G (2018). (1a ed). São Paulo, SP: Editora Biblioteca 24Horas, 128 páginas, ISBN: 978-85-4161-317-0. Autora da resenha: Edna Maria da Silva Medeiros de Oliveira Seção 6: Banco de Dados (Arquivos suplementares em Excel) Sem alteração. Seção 7: Internacional (S7) Section 1 Article 3 of Section 1 - Analysis of the compliance of Brazilian firms with good corporate governance practices of the Vicente Lima Crisóstomo and Aline Maria Coelho Girão. This study aims to analyze compliance with good corporate governance practices in the context of publicly traded companies in the Brazilian market. Section 2 Article 1 of Section 2 - Analysis of per capita revenue in catarinian municipalities according to net current revenue of the Roberto Zolet, Gilvane Scheren and Celso Galante. The objective of this research was to identify the per capita income in the municipalities of Santa Catarina based on Net Current Revenue and the relation between own revenues, transfers with the capacity of each municipality. Article 2 of Section 2 - The external control of the accounts of the 144 municipalities of Pará: an implication int the evolution of Brazilian democracy of the Maria de Nazareth Oliveira Maciel, Carlos André Araújo de Maceo, Luann Yago Oliveira Maciel ena Andreia Firmiano da Silva. To analyse the situation of the external control of municipal accounts in the state Pará in relation to timeliness of informaticon and its relation to the democratic process in teh sense of accountability. Section 3 Article 4 of Section 3 - Sunk cost effect in the decision-making process: an analysis with accounting and business administration students of the authors Jéssica Priscila Rodrigues Meireles, Yuri Gomes Paiva Azevedo, Lucas Allan Diniz Schwarz and Hellen Bomfim Gomes. The objective of this paper was to analyze the influence of the sunk cost effect in the decision-making process of Accounting and Business Administration undergraduate students of the Federal University of Rio Grande do Norte. Article 5 of Section 3 - Perceptions about turnover in the internal audit activity: an overview of the Brazilian context of the authors Claudio de Souza Miranda and João Paulo Resende de Lima. This paper aims to present and discuss a general overview about the level of turnover through the perception of internal audit professionals in the Brazilian context. Article 6 of Section 3 - Teaching of Accounting and Management: configurations and demands of the class exposition of the authors Yumara Lúcia Vasconcelos, Helen Alves Menezes and Rafaela Maria José Bertino. To analyze the links between expectations and actual experience in the development of expository classes. The aim was also to identify the quality parameters used by students and graduates to evaluate the quality of these classes. Article 7 of Section 3 - Perception of the students of the course of Accounting Sciences and the Specialization in Skills and Auditing about teaching and the labor market in Auditing of the authors Márcia Bianchi, Jorge Daniel Werlang, Lauren Dal Bem Venturini and Vanessa Noguez Machado. This study aims to identify Universidade Federal do Rio Grande do Sul (UFRGS) Accounting Sciences (Group 1) and Specialization in Skills and Auditing (Group 2) students’ perception regarding teaching and content of auditing for preparation and insertion into the job market. Boa leitura. Cordiais saudações! Prof. Dr. Maurício Corrêa da Silva Editor Gerente da Revista Ambiente Contábil

Информация об анодировании спеченных порошков (CП) ниобия ограничена изучением роста барьерных пленок. Формирование наноструктурированной анодной оксидной пленки (АОП) на поверхности частиц порошка должно привести к заметному увеличению удельной поверхности образца и росту химической активности материала. В соответствии с вышесказанным, исследование анодного наноструктурирования спеченных порошков ниобия является актуальной задачей, открывая перспективы создания новых функциональных наноматериалов. Цель статьи – изучение процесса анодирования спеченных порошков Nb во фторсодержащем водном электролите 1 М Н2SO4+1% HF.Объектами исследования являлись образцы из спеченного порошка Nb с удельной поверхностью Sуд = 800 см2/г. Анодирование проводилось в электролите 1 М Н2SO4 + 1% HF при различных значениях плотности тока ja. Морфология поверхности до и после анодирования изучалась методами сканирующей электронной микроскопии (СЭМ) и атомной силовой микроскопии (АСМ). Для исследования фазового состава применялся метод дифракции рентгеновских лучей. Выполнено изучение кинетики роста анодных оксидных пленок (АОП) на поверхности спеченных порошков СП Nb в гальваностатическом режиме. Определены оптимальные условия анодирования для получения кривых зависимости напряжения от времени Ua(t), характерных для образования самоорганизованных пористых анодных оксидных пленок АОП. Установлено, что анодирование при значениях плотности тока ja = 0.10–0.20 мA/cм2 вызывает формирование на поверхности частиц спеченных порошков СП оксидной пленки Nb2O5 с регулярно-пористым слоем, прилежащим к металлу, поверх которого располагается кристаллический микроконусный слой. Микроконусы (высота до 0.6 мкм, эффективный диаметр основания до 2 мкм) состоят из разветвленных волокон диаметром ~18–30 нм, смыкающихся на вершине. Впервые установлено, что анодирование спеченных порошков ниобия в водном фторсодержащем электролите вызывает формирование на поверхности микрочастиц порошка оксидной пленки с верхним кристаллическим микроконусным слоем. Предложенный метод обработки поверхности перспективен для создания биосовместимыхпорошковых имплантатов. ЛИТЕРАТУРА Одынец Л. Л., Орлов В. М. Анодные оксидные пленки. Л.: Наука; 1990. 200 с. Яковлева Н. М., Кокатев А. Н., Чупахина Е. А., Степанова К. В., Яковлев А. Н., Васильев С. Г., Шульга А. М. Наноструктурирование поверхности металлов и сплавов. Ч. 1. Наноструктурированные анодно-оксидные пленки на Al и его сплавах. Конденсированные среды и межфазные границы, 2015;17(2): 137–152. Режим доступа: https://journals.vsu.ru/kcmf/article/view/56 Яковлева Н. М., Кокатев А. Н., Степанова К. В., Яковлев А. Н., Чупахина Е. А., Шульга А. М., Васильев С. Г. Наноструктурирование поверхности металлов и сплавов. Ч. 2. 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Introduction: At the Crossroad Well, I’ve been an important pawn [in regeneration], for instance, changing doors and windows, enlarging them, eliminating shutters and thus having big open windows, light […] Then came the florist, through a common friend, who was the second huge pawn who trusted in this […] then came the pastry shop. (Alberto, 54, shop owner). Alberto is the owner of Pleasure Factory, one of two upmarket restaurants in a gentrifying crossroads area in northern Milan. He started buying apartments and empty stores in the 1980s, later becoming property manager of the building where he still lives. He also opened two restaurants, and then set up a neighbourhood commercial organisation. Alberto’s activities, and those of people like him, have been able to reverse the image and the usage of this public crossroad. This is something of which all of the involved actors are well aware. They have “bet,” as they say, and somehow “won” by changing people’s common understanding of, and approach to, this zone. This paper argues for the necessity of a closer look at the ways that place is produced through the multiple activities of small entrepreneurs and social actors, such as Alberto. This is because these activities represent the softer side of gentrification, and can create zones of pleasure and authenticity. Whilst market forces and multiple public interventions of gentrification’s “hard” side can lead to the displacement of people and uneven development, these softer zones of authenticity and pleasure have the power to shape the general neighbourhood brand (Atkinson 1830). Speaking rhetorically, these zones act as synecdoche for the surrounding environment. Places are in part built through the “atmosphere” that consumers seek throughout their daily routines. Following Gernot Böhme’s approach to spatial aesthetics, atmosphere can be viewed as the “relation between environmental qualities and human states” (114) and this relation is worked out daily in gentrified neighbourhoods. Not only do the passer-bys, local entrepreneurs, and sociologists contribute to the local making of atmosphere, but so does the production of the environmental qualities. These are the private and public interventions aimed at refurbishing, and somehow sanitising, specific zones of central neighbourhoods in order to make them suitable for middle class tastes (Julier 875). Not all gentrification processes are similar however, because of the unique influence of each city’s scalar rearrangements. The following section therefore briefly describes the changes in Milan in recent times. The paper will then describe the making of a zone of authentic pleasure at the Isola crossroads. I will show that soft gentrification happens through the making of specific zones where supply and demand match in ways that make for pleasant living. Milan, from Global to Local and Back Milan has a peculiar role in both the Italian and European contexts. Its metropolitan area, of 7.4 million inhabitants on a 12 000 km² surface, makes it the largest in Italy and the fifth in Europe (following Ruhr, Moscow, Paris and London). The municipal power has been pushing for a long-term strategy of population growth that would make Milan the “downtown” of the overall metropolitan area (Bricocoli and Savoldi 19), and take advantage of scalar rearrangements, such as State reconfigurations and setbacks. The overall goal of the government of Milan has been to increase the tax base and the local government’s political power. Milan also demonstrates the entrepreneurial turn adopted by many global cities, evident in the amount of project-based interventions, the involvement of international architecture studios (“La città della Moda” by Cesar Pelli; “Santa Giulia” by Norman Foster; “City-Life” and “the Fair” by Zaha Hadid and David Libeskind), and the hosting of mega-events, such as the Expo 2015. The Milan growth machine works then at different scales (global, national, city-region, neighbourhood) with several organisational actors involved, enormous investments and heavy political struggles to decide which coalition of winning actors will ride the tiger of uneven development. However, when we look at those transformations through the lens of the neighbourhood what we see is the making of zones within the larger texture of its streets and squares. This zone-making is similar to leopard’s spots within a contained urban space, it works for some time in specific streets and crossroads, then moves throughout the neighbourhood, as the process of gentrification goes on. The neighbourhood, which the zone of authentic pleasure I’m describing occurs, is called Isola (Island) because of its clustered shape between a railroad on the southern border and three major roads on the others. Isola was, until the 1980s, a working-class residential space with a strong tradition of left-wing political activism, with some small manufacturing businesses and minor commercial activities. This area remained quite removed from the overall urban development that radically shifted Milan towards a service economy in the 1960s and 1970s. However, during the 1980s and 1990s, the land price impacts of private activities and public policies in surrounding neighbourhoods increasingly pushed people and activities in the direction of Isola. Alberto explains this drift through the example of his first apartment: Just look at the evolution of my apartment. I bought it [in the 1980s] for 57 million lira, I remember, then sold it in 1992 for 160, then it was sold again for 200 000 euros, then four years ago for 250 000 and you have to understand that we’re talking about 47 square metres. If you consider the last price, 250 000, I’ll tell you that when I first came to the neighbourhood you could easily buy an entire building with that money. The building at number five in this street was entirely sold for 550 millions lira—you understand now why Isola is a huge real estate investment, people like it, its central, well served by the underground—well it still has to grow from a commercial standpoint… This evolution in land prices is clear when translated into the price for square metre: 2.4 euros for square meter in 1985, 3.4 in 1992, 4.2 in 2000 and 5.3 in 2006. The ratio increase is 120% in 20 years, demonstrating both the general boost in the economy of the area and also what is at stake within uneven development. What this paper argues is that parallel to this political economy dimension, which may be called the “hard side” of gentrification, there is also a “soft side” that deserves a closer attention. Pastry shops, cafés, bars, restaurants are as strategic as real estate investments (Zukin, Landscapes 195). The spatial concept that best captures the rationale of these activities is the zone, meaning a small and localised cluster of activities. I chose to add the features of pleasure and authenticity because of the role they play in ordinary consumption practices. In order to illustrate the specific relevance of soft gentrification I will now turn to the description of the Isola crossroad, a place that has been re-created through the interventions of several actors, such as Alberto above, and also Franca and her pastry shop. A Zone of Authentic Pleasure: Franca’s Pleasure Corner We’re walking through a small residential street and arrive at a crossroad. We turn to look to the four corners, one is occupied by a public school building, the second and the third by upmarket restaurants, and the last by a “typical” Sicilian pastry shop and café. We decide to enter here, find a seat and order a coffee together with a small cassata, a cake made with sweet cheese, almonds, pistachios and candied fruit. While we are experiencing this southern Italian breakfast at some thousand miles of spatial distance from its original site, a short man enters. He’s a well renowned TV comedian, best known for his would-be-magician gags. Everybody in the café recognises him but pretends to ignore his presence, he buys some pastries and leaves. Other customers come and go. The shop owner, an Italian lady in her forties called Franca, approaches to me and declares: “as you can see for yourself, we see elegant people here.” In this kind of neighbourhood it is common to see and share space with such “elegant” and well-known people, and to feel that a pleasant atmosphere is created through this public display. Franca opened the pastry shop three years ago, a short time after the upmarket restaurants on the other corners. However, when we interviewed her she wasn’t yet satisfied with the atmosphere: “when I go downtown and come back, I feel depressed … it’s developing but still has not grown enough … Isn’t one of the classic rich places in Milan—it’s kind of a weird place.” Through these and other similar statements she expressed a feeling of delusion toward the neighbourhood—a feeling on which she’s building her tale—that emerged in contrast to the kind of environment Franca would consider more apt for her shop. Franca’s a newcomer, but knows that the neighbourhood has been “sanitised.” “It really was a criminal area” she states, using overtly derogatory terms just like they were neutral: “riffraff” for the customers of ordinary bars, “dull” for the northern part of the neighbourhood where “there even are kebab shops.” In contrast she lists her beloved customers: journalists, architects, two tenors, people working at the theatre nearby, and the local TV celebrity described earlier. When she refers to the crossroad she speaks of it as, “maybe the gem of the neighbourhood.” At some point she declares what makes her proud: A place like this regenerates the neighbourhood—to be sure, if I ever open a harbour bar I’d attract riffraff who would discredit the place. In short it’s not, to make an example, a club where you play cards, that bring in the underworld, noise, nuisance—here the customer is the typical middle class, all right people. The term “all right people” reoccurs in several of Franca’s statements. Her initial economic sacrifices, relative though if, as she says, she’s able to open another shop in a more central place (“we would like to become a chain-store”), are now compensated by the recognition she gets from her more polished clients. She also expresses a personal satisfaction in the role she has played in the changes in Isola: “until now it’s just a matter of personal satisfaction—of seeing, I’ve built this stuff.” Franca’s story demonstrates that the soft side of gentrification is also produced by individuals that have little in common with the huge capital investment that is at stake in real estate development, or the chain stores that are also opening in the neighbourhood. In one way, Franca is alone in her quest for regeneration, as most entrepreneurs are. In another way, though, she is not. Not only is she participating in the “upgrading” together with other small business owners and consumers who all agree on the direction to follow, thus building together a zone of authentic pleasure, but she can also rely on a “critical infrastructure” of architects, designers and consultants (Zukin, Landscapes 202) that knows perfectly how to do the job. With much pride in her interior design choices, Franca pointed out how her café mixes chic with classic and opposing them to a flashy and folk décor. She showed us the black-and-white pictures at the wall depicting Paris in the 1960s, the unique design coffee machine model she owns, and the flower vases conceived by a famous designer and filled by her neighbour florist. The colours chosen for the interior are orange, tied to oranges—a typical product of Sicily, whereas the brown colour relates to the land, and the gold is linked to elegance. The mixing of warm colours, Franca explained, makes the atmosphere cosy. Where did this owner get all these idea(l)s? Franca relied on an Italian interior design studio, which works at a global scale furnishing hotels, restaurants, bars, shops, bathing establishments, and airports in New York, Barcelona, Paris, and Milan. The architect with whom she dealt with let her “work together” in order to have an autonomous set of choices that match the brand’s offer. Authenticity thus becomes part of the décor in a systematic way, and the feeling of a pleasant atmosphere is constantly reproduced through the daily routines of consumption. Again, not alone in the regeneration process but feeling as if she is “on her own,” Franca struggles daily to protect the atmosphere she’s building: “My point is avoiding having kids or tramps as customers—I don’t want an indiscriminate presence, like people coming here for a glass of wine and maybe getting drunk. I mean, this is not the place to come and have a bianchino [cheap white wine]. People coming here have a spumante, and behave in a completely different fashion.” The opposition between a bianchino, the cheap white wine, and the spumante is one that clarifies the moral boundary between the targets of soft gentrification. In Italian popular culture, and especially in the past, it was a common male habit to have bianchino from late morning onwards. Bars therefore served as gendered public spaces where common people would rest from working activities and the family sphere. Franca, together with many new bars and cafes that construct zones of authentic pleasure in gentrifying neighbourhoods, is trying to update this cultural practice. The spumante adds a sparkling element to consumption and is branded as a trendy aperitif wine, which appeals to younger tastes and lifestyles. By utilising a global design studio, Franca connects to global patterns of urban development and the homogenising of local atmospheres. Furthermore, by preferencing different consumption behaviours she contributes to the social transformation of the neighbourhood by selecting customers. This tendency towards segregation, rather than mixing, is a relevant feature here, since the Franca’s favourite clientele are clearly “people like us” (Butler 2469). Zones like the one described above are thus places where uneven development shows its social, interactive and public façade. Pleasure and Authenticity in Soft Gentrification The production of “atmosphere” in a gentrifying neighbourhood goes together with customers’ taste and preferences. The supply-side of building the environmental landscape for a “pleasant” zone needs a demand-side, consumers buying, supporting, and appreciating the outcome of the activities of business people like Franca. The two are one, most of the time, because tastes and preferences are linked to class, gender, and ethnicity, which makes a sort of mutual redundancy. To put it abruptly: similar people, spending their time in the same places and in a similar way. As I have shown above, the pastry shop owner Franca went for mixing chic and classic in her interior design. That is distinctiveness and familiarity, individualisation and commonality in one unique environment. Seen from the consumer’s perspective, this leads to what has been depicted by Sharon Zukin in her account of the crisis of authenticity in New York. People, she says, are yearning for authenticity because this: reflects the separation between our experience of space and our sense of self that is so much a part of modern mentalities. Though we think authenticity refers to a neighbourhood’s innate qualities, it really expresses our own anxieties about how places change. The idea of authenticity is important because it connects our individual yearning to root ourselves in a singular time and place to a cosmic grasp or larger social forces that remake our world from many small and often invisible actions. (220) Among the “many small and invisible actions” are the ones made by Franca and the global interior design firm she hired, but also those done daily by her customers. For instance, Christian a young advertising executive who lives two blocks away from the pastry shop. He defines himself an “executive creative director” [in English, while the interview was in Italian]. Asked on cooking practices and the presentation he makes to his guests, he declares that the main effort is on: The mise en place—the mise en place with no doubt. The mise en place must be appropriate to what you’re doing. Sometimes you get the mise en place simply serving a plateau, when you correctly couple cheese and salami, even better when you couple fresh cheese with vegetables or you give a slightly creative touch with some fruit salad, like seitan with avocado, no? They become beautiful to see and the mise en place saves it, the aesthetics does its job …Do you feel there are foods, beverages or consumption occasions you consider not worth giving up at all? The only thing I wouldn’t give up is going out in the morning, and having a cappuccino down there in the tiny pastry shop and having some brioches while I’m at the bar. Those that are not frozen beforehand but cooked just in time and have a breakfast, for just two euros, two euros and ten […] cappuccino and fresh brioche, baked just then, otherwise I cannot even think—if I’m in Milan I hardly think correctly—I mean I can’t wake up really without a good cappuccino and a good brioche. Christian is one of the new residents that was attracted to this neighbourhood because of the benefits of its uneven development: relatively affordable rent prices, services, and atmosphere. Commonality is among them, but also distinctiveness. Each morning he can have his “good cappuccino and good brioche” freshly baked to suit his taste and that allows him to differentiate between other brioches, namely the industrialised ones, those “frozen beforehand.” More importantly, he can do this by simply crossing the street and entering one of the pleasure zones that are making Isola, there and now, the new gentrified Milanese neighbourhood. Zones of Authentic Pleasure In this paper I have argued that a closer attention to the softer side of gentrification can help to understand how taste and uneven development mesh together, to produce the common shape we find in gentrified neighbourhoods. These typical urban spaces are made of streets, sidewalks, squares, and walls, but also shop windows and signs, pavement cafés, planters, and the street-life that turns around all of this. Both built environment and interaction produces the atmosphere of authentic pleasure, which is offered by local entrepreneurs and sought by the people who go there. Pleasure is a central feature because of the increasing role of consumption activities in the city and the role of individual consumption practices. I f we observe closely the local scale where all of these practices take place, we can clearly distinguish one zone from another because of their localised effervescence. Neighbourhoods are not equally affected by gentrification. Internally specific zones emerge as those having the capacity to subsume the entire process. These are the ones I have described in this paper—zones of authentic pleasure, where the supply and demand for an authentic distinctive and communal atmosphere takes place. Ephemeral spaces; if one looks at the political economy of place through a macro lens. But if the aim is to understand why certain zones prove to be successful and others not, then exploring how soft gentrification is daily produced and consumed is fundamental.Acknowledgments This article draws on data produced by the research team for the CSS project ‘Middle Class and Consumption: Boundaries, Standards and Discourses’. The team comprised Marco Santoro, Roberta Sassatelli and Giovanni Semi (Coordinators), Davide Caselli, Federica Davolio, Paolo Magaudda, Chiara Marchetti, Federico Montanari and Francesca Pozzi (Research Fellows). The ethnographic data on Milan were mainly produced by Davide Caselli and by the Author. The author wishes to thank the anonymous referees for wise and kind remarks and Michelle Hall for editing and suggestions. References Atkinson, Rowland. “Domestication by Cappuccino or a Revenge on Urban Space? Control and Empowerment in the Management of Public Spaces.” Urban Studies 40.9 (2003): 1829–1843. Böhme, Gernot. “Atmosphere as the Fundamental Concept of a New Aesthetics.” Thesis Eleven 36 (1993): 113–126. Bricocoli, Massimo, and Savoldi Paola. Milano Downtown: Azione Pubblica e Luoghi dell’Abitare. Milano: et al./Edizioni, 2010. Butler, Tim. “Living in the Bubble: Gentrification and Its ‘Others’ in North London.” Urban Studies 40.12 (2003): 2469–2486. Julier, Guy. “Urban Designscapes and the Production of Aesthetic Consent.” Urban Studies 42.5/6 (2005): 869–887. Zukin, Sharon. Landscapes of Power. From Detroit to Disney World. Berkeley and Los Angeles: University of California Press, 1991. ———. Naked City. The Death and Life of Authentic Urban Places. New York: Oxford UP, 2010.

Nearly 50 years on from Alvin Toffler’s Future Shock (1971), contemporary society finds itself navigating the Fourth Industrial Revolution. This era has been described as the convergence of digitisation, robotics, artificial intelligence, globalisation—and speed (Johannessen). As such, temporality is taking on a turbulent and elusive edge. In the previous century, Toffler highlighted that technological change accelerated perceptions of time, and he predicted that by the 21st century, people would find it “increasingly painful to keep up with the incessant demand for change that characterises our time”, where change would come about “with waves of ever accelerating speed and unprecedented impact” (18). While Toffler could not have predicted the exact nature and detail of the specificities of day-to-day life in 2019, we suggest Toffler’s characterisation marks an insightful ‘jumping off’ point for further introspection. With Toffler’s concerns in mind, this issue of M/C Journal is interested in multiple ways that digital media influences and expresses conceptions of temporality in this historical period, the final weeks of 2019. On the basis of the pieces that comprise this issue, we take this concern further to politicise the temporal figurations of media, which we propose permeate all aspects of contemporary experience. Theoretically, this position pays homage to the work performed by Jay Bolter and Richard Grusin more than two decades ago. In 1996, Bolter and Grusin ruminated on the “the wire”, a fictional device that was the central focus of the film Strange Days (1995), a media gadget that could mediate experience from one subject to another, “pure and uncut, straight from the cerebral cortex” (311). For Bolter and Grusin, ‘the wire’ epitomised contemporary culture’s movement toward virtual reality, “with its goal of unmediated visual and aural experience” and they suggested that the film provided a critique of the historical mode “in which digital technologies are proliferating faster than our cultural, legal, or educational institutions can keep up with them” (313). For us, perhaps even more urgently, the wire epitomises the colonisation, infiltration and permeation of the production of temporal layers through media systems and devices into the subject’s direct experience. The wire symbolises, among many things, a simulation of the terrain of time according to the Jorge Luis Borges fable, that is, one-for-one.Contingent upon new shifts, and the academic literature which has sought to critique them thus far, in this editorial, we raise the contention that the technologies and operations of power brought about through the Fourth Industrial Revolution, and its media apparatus, have exposed the subject to a multiplicity of timescapes. In doing so, these configurations have finally colonised subjective experience of time and temporality.Consequently, we have specifically featured a broad selection of articles that explore and discuss the presence of online, mobile, or streamed media as the primary means through which culture understands, expresses, and communicates the world, and ideas around temporality. The articles featured herein explore the ways in which constructs of time organise (and are organised by) other constructs such as; neoliberalism (Bianchino), relaxation (Pont), clocks (Cambpell), surveillance, biopower, narrative (Glitsos), monetisation (Grandinetti), memorialising (Wishart), time travel (Michael), utopias and dystopias (Herb). Through the spectrum of topics, we hope to elucidate to the reader the ways in which digital culture performs and generates ontological shifts that rewrite the relationship between media, time, and experience.ContemporaneityA key concern for us in this issue is the idea of ‘contemporaneity,’ which has been discussed more recently in art theory and criticism by Terry Smith, and Peter Osborne, amongst others. Both Smith and Osborne use the term to articulate the effects of contemporary globalisation, transnationalism, and post-conceptual art. Smith reminds us that in contemporary society there isthe insistent presentness of multiple, often incompatible temporalities accompanied by the failure of all candidates that seek to provide the overriding temporal framework – be it modern, historical, spiritual, evolutionary, geological, scientific, globalizing, planetary. (196)As a result, artists are negotiating and critiquing multiple intersecting and contradictory time codes that pervade contemporary society in order to grapple with contemporaneity today. Yet, concerns with overlayed temporalities enter our everyday more and more, as explored through Justin Grandinetti’s piece, “A Question of Time: HQ Trivia and Mobile Streaming Temporality”, in which he interrogates mobile streaming practices and the ways in which new devices seek out every possible moment that might be monetised and ‘made productive.’Grandinetti’s concern, like the others featured in this issue, attends to the notion of time as evasive, contradictory and antonymous while forming a sense of urgency around the changing present, and also reconciling a multiplicity of time codes at play through technology today. The present is immediately written and archived through news media live feeds, GPS tracking and bio data in apps used for fitness and entertainment amongst others, while the pace of national television, print media, and local radio is folded through our daily experiences. Consequently, we’re interested in the multiple, and sometimes incompatible temporalities that emerge through the varied ways in which digital media is used to express, explore, and communicate in the world today beyond the arenas of contemporary art and art history that Smith and Osborne are primarily concerned with. ExperienceExperience is key. Experience may in fact be the key that unlocks these following conversations about time and the subject, after all, time is nothing if not experiential. Empirically, we might claim that, time is “conceived as the intervals during which events occur” (Toffler 21). However, of course one can only be if one is being in time. Through Bergson we might say that the individual’s perception of time manifests “rightly or wrongly, to be inside and outside us at one and the same time … . To each moment of our inner life there thus corresponds a moment of our body and of all environing matter that is ‘simultaneous’ with it” (205). Time is the platform through which experience of consciousness is mediated, thus the varying manipulations of time through media apparatuses are therefore inextricable with our lived ‘everyday’.E.P. Thompson might call this our “time-sense”, a kind of “inward notation of time” (58), however this rationalisation of time is amplified and complicated by digital media, as warned by Campbell in this issue. Campbell explores the performativity of publicly writing the self on social media that commodifies experience. An inward notion of time therefore becomes inverted and publicly performed through digital media, which is a key source of anxiety and control for individuals. In Toffler’s estimation, even by as early as the 1970s the technoscience of Western culture had “released a totally new social force” and he contends that this had reshaped the collective psyche witha stream of change so accelerated that it influences our sense of time, revolutionizes the tempo of daily life, and affects the very way we “feel” the world around us. We no longer “feel” life as men [sic] did in the past. And this is the ultimate difference, the distinction that separates the truly contemporary man [sic] from all others. (17)While Toffler was referring to a different technological context, he serves as a reminder that digital media amplifies pre-existing effects of technology. Therefore, while autofiction and the public writing of the self is not necessarily new, it is nevertheless key to contemporary feelings of acceleration and the temporal vernacular of contemporaneity – one that exacerbates the experiences of acceleration, inertia, and how we ‘feel’ the present and our presence in the world.In this issue we also wish to note the ways in which digital culture, and perhaps in particular new media platforms and narratives that permeate our homes, appear to be directing the Western “time-sense” (Thompson 80) away from metaphors constructed through the linear trope of ‘rivers’ or ‘streams’ and toward the more complex arrangements that we suggest are more suited to metaphors of ‘confetti’ or ‘snow’, as Laura Glitsos elucidates in her piece “From Rivers to Confetti: Reconfigurations of Time through New Media Landscapes”.As just one example, we might think of the multiplicity of ‘peculiar times’ built upon each other in the production, distribution, consumption and convergence of so many levels of digital media. In one sense, we might approach ‘peculiar times’ as the peculiarity of temporality in any given context. However, in another sense, we might also recognise the layering of standardisation which is then peculiar to each of the modes of production, consumption, and distribution (as laid out by Althusser and Balibar). As just one example, in the context of streaming services, we find the “flattening of historical frames” (Kaplan 144) in the scrolling back and forward on social media timelines (Powell 2). So perhaps our peculiar time speaks of the collapsing between ontological boundaries of past, present, and future—a kind of contemporaneity that splits between the peculiarities of production and consumption of digital media.StandardisationHistoriographies of time-sense in the Western tradition have been covered by thinkers as diverse as E.P. Thompson, Graeme Davidson, Bernard Stiegler, and Henri Lefebvre. While it is not our aim to repeat those narratives here, we concede some markers are crucial to note in order to set the context for our selected pieces. Beginning in the early- to mid- middle ages in Europe, up until the spread of clocks in the 14th century, time was largely related to processes, tasks or stages of light during the day, and time does still continues to exist in this way for some communities (Thompson 58). During this era, and of even back to the third century BCE, there were time-keeping technologies which could measure smaller increments of the day, such as the water-clock, the sun-dial, and the hour-glass, but everyday activities for the working people were largely regulated by natural or circadian rhythms (Thompson). It is perhaps these rhythms which served to shape the ‘inward notation of time’, in Thompson’s words, through the discourses of nature, that is through the language of streams and rivers—or ‘flows’.The 13th century saw the advent of mechanical time-keeping technology utilising what is called a “verge escapement mechanism”, that is, a “feedback regulator that controls the speed of a mechanical clock” (Headrick 42). About a century later, coupled with the emergence of puritanism, Thompson tells us that we start to see a shift in the construction of time which more and more depends on the synchronisation of labour (Thompson 70). Even so, working rhythms remain fairly irregular, still more suited to what Thompson describes as “a natural human rhythm” (71). This changes suddenly in the 19th century when, with the explosion of the Industrial Age, we witness the dominance of factory-time and, of course, the adoption and standardisation of railway-time across Britain, Europe, India and North America (Schivelbusch). The trend toward standardisation continues into the mid-20th century with what George Ritzer has famously called “McDonaldization” (2008). Thus, through the blanketing nature of 20th century “industrial capitalism” (Thompson 80), everyday experience became predicated on standardisation. Thompson tells us that these “changes in manufacturing technique … demand greater synchronization of labour and a greater exactitude in time-routines in society” (80). For Thompson, the “technological conditioning” of “time-sense” ushers in the model of “time-measurement as a means of labour exploitation” (80). This historical point is central to Giacomo Bianchino’s argument in “Afterwork and Overtime: The Social Reproduction of Human Capital”, in his discussion of the fundamental nature of capitalism in shaping time-sense. However, what we suggest is that this theme of ‘time-sense’ as shaped by the broader political economy of media is found within each of the pieces in the issue.A discussion of standardisation is problematic, however, in the wider conceptualisation of time as elusive, multi-dynamic and fractured. Surely, standardisation should at least come with the ability of certainty, in some respects. However, this is the paradox of the digital and new media age: That standardisation is both arbitrary and, in echo of Balibar and Althusser, ‘peculiar’ to an endless layering of separate time-streams. It is, perhaps, the jumping between them, which has become a necessary function of living in the digital age, that produces the sense of fracture, the loss of standard.This issue of M/C Journal explores the various ways in which the constellation of current media practices that are online, offline, embodied, and networked, collectively inform and express concepts of time. The feature article "With This Body, I Subtract Myself from Neoliberalised Time: Sub-Habituality & Relaxation after Deleuze", written by Antonia Pont, keenly asks how relaxation might be used to evade neoliberal machinations around organising time, efficiency, and productivity, all of which endanger a diversity of temporalities. While all media have their own unique limitations and affordances regarding influencing and expressing relationships to time, they are also impacted by current perceptions of uncertainty and neoliberal agendas that underlie the working relationships between people, the media that they engage in, and representations of the world.The feelings of inertia expressed by Toffler nearly 50 years ago has not only been accelerated through technological expansion, but by a layering of multiple time codes which reflect the wide range of media practices that permeate the contemporary vernacular. In 2019, concepts from the current post-Internet stage are beginning to emerge and we are finding that digital media fragments as much as it connects and unites. An ‘inward notion of time’ becomes brokered through automated processes, issues around surveillance, affect, standardisation, norms, nostalgia, and the minutiae of digital time.ReferencesAlthusser, Louis, and Etienne Balibar. Reading Capital. London: NBL, 1970.Ansell-Pearson, Keith, John Ó Maoilearca, and Melissa McMahon. Henri Bergson: Key Writings. New York: Continuum, 2002.Bolter, Jay, and Richard Grusin. “Remediation.” Configurations 4.3 (1996): 311-358.Davison, Graeme. The Unforgiving Minute: How Australia Learned to Tell the Time. Melbourne: Oxford UP, 1993.Headrick, M.V. “Origin and Evolution of the Anchor Clock Escapement.” IEEE Control Systems 22.2 (2002): 41-52.Johannessen, Jon-Arild. Automation, Innovation and Economic Crisis: Surviving the Fourth Industrial Revolution. Milton: Routledge, 2018.Kaplan, E. Ann. Rocking around the Clock: Music Television, Postmodernism, and Consumer Culture. New York: Methuen, 1987.Powell, Helen. Stop the Clocks! Time and Narrative in Cinema. London: I.B. Tauris, 2012.Ritzer, George. The McDonaldization of Society. Los Angeles: Pine Forge P, 2008.Schivelbusch, Wolfgang. The Railway Journey: The Industrialization of Time and Space in the Nineteenth Century. Oakland: U of California P, 2014.Smith, Terry. What Is Contemporary Art? Chicago: U of Chicago P, 2009.Thompson, E.P. “Time, Work-Discipline, and Industrial Capitalism.” Past and Present 38.1 (1967): 56-97.Toffler, Alvin. Future Shock. London: Bodley Head, 1970.

Since the late 1990s, W. G. Sebald’s innovative contribution to the genre of prose fiction has been the source of much academic scrutiny. His books Vertigo, The Rings of Saturn, The Emigrants and Austerlitz have provoked interest from diverse fields of inquiry: visual communication (Kilbourn; Patt; Zadokerski), trauma studies (Denham and McCulloh; Schmitz), and travel writing (Blackler; Zisselsberger). His work is also claimed to be a bastion for both modernist and postmodernist approaches to literature and history writing (Bere; Fuchs and Long; Long). This is in addition to numerous “guide to” type books, such as Mark McCulloh’s Understanding Sebald, Long and Whitehead’s W. G. Sebald—A Critical Companion, and the comprehensive Saturn’s Moons: A W. G. Sebald Handbook. Here I have only mentioned works available in English. I should point out that Sebald wrote in German, the country of his birth, and as one would expect much scholarship dealing with his work is confined to this language. In this article I focus on what is perhaps Sebald’s prototypical work, The Rings of Saturn. Of all Sebald’s prose fictional works The Rings of Saturn seems the example that best exhibits his innovative literary forms, including the use of lists. This book is the work of an author who is purposefully and imaginatively concerned with the nature of his vocation: what is it to be a writer? Crucially, he addresses this question not only from the perspective of a subject facing an existential crisis, but from the perspective of the documents created by writers. His works demonstrate a concern with the enabling role documents play in the thinking and writing process; how, for example, pen and paper are looped in with our capacity to reason in certain ways. Despite taking the form of fictional narratives, his books are as much motivated by a historical interest in how ideas and forms of organisation are transmitted, and how they evolve as part of an ecology; how humans become articulate within their surrounds, according to the contingencies of specific epochs and places. The Sebald critic J. J. Long accounts for this in some part in his description “archival consciousness,” which recommends that conscious experience is not simply located in the mind of a knowing, human subject, but is rather distributed between the subject and different technologies (among which writing and archives are exemplary).The most notable peculiarity of Sebald’s books lies in their abundant use of “non-syntactical” kinds of writing or inscription. My use of the term “non-syntactical” has its origins in the anthropological work of Jack Goody, who emphasises the importance of list making and tabulation in pre-literate or barely literate cultures. In Sebald’s texts, kinds of non-syntactical writing include lists, photographic images, tables, signatures, diagrams, maps, stamps, dockets and sketches. As I stress throughout this article, Sebald’s shifts between syntactical and non-syntactical forms of writing allows him to build up highly complex schemes of internal reference. Massimo Leone identifies something similar, when he notes that Sebald “orchestrates a multiplicity of voices and text-types in order to produce his own coherent discourse” (91). The play between multiplicity and coherence is at once a thematic and poetic concern for Sebald. This is to say, his texts are formal experiments with these contrasting tendencies, in addition to discussing specific historical situations in which they feature. The list is perhaps Sebald’s most widely used and variable form of non-syntactical writing, a key part of his formal and stylistic peculiarity. His lengthy sentences frequently spill over into catalogues and inventories, and the entire structure of his narratives is list-like. Discrete episodes accumulate alongside each other, rather than following a narrative arc where episodes of suspenseful gravity overshadow the significance of minor events. The Rings of Saturn details the travels of Sebald’s trademark, nameless, first person narrator, who recounts his trek along the Suffolk coastline, from Lowestoft to Ditchingham, about two years after the event. From the beginning, the narrative is framed as an effort to organise a period of time that lacks a coherent and durable form, a period of time that is in pieces, fading from the narrator’s memory. However, the movement from the chaos of forgetting to the comparatively distinct and stable details of the remembered present does not follow a continuum. Rather, the past and present are both constituted by the force of memory, which is continually crystallising and dissolving. Each event operates according to its own specific arrangement of emphasis and forgetting. Our experience of memory in the present, or recollective memory, is only one kind of memory. Sebald is concerned with a more pervasive kind of remembering, which includes the vectorial existence of non-conscious, non-human perceptual events; memory as expressed by crystals, tree roots, glaciers, and the nested relationship of fuel, fire, smoke, and ash. The Rings of Saturn is composed of ten chapters, each of which is outlined in table form at the book’s beginning. The first chapter appears as: “In hospital—Obituary—Odyssey of Thomas Browne’s skull—Anatomy lecture—Levitation—Quincunx—Fabled creatures—Urn burial.” The Rings of Saturn is of course hardly exceptional in its use of this device. Rather, it is exemplary concerning the repeated emphasis on the tension between syntactical and non-syntactical forms of writing, among which this chapter breakdown is included. Sebald continually uses the conventions of bookmaking in subtle though innovative ways. Each of these horizontally linked and divided indices might put the reader in mind of Thomas Browne’s urns, time capsules from the past, the unearthing of which is discussed in the book’s first chapter (25). The chapter outlines (and the urns) are containers that preserve a fragmentary and suggestive history. Each is a perspective on the narrator’s travels that abstracts, arranges, and uniquely refers to the narrative elaborations to come.As I have already stressed, Sebald is a writer concerned with forms of organisation. His works account for a diverse range of organisational forms, some of which instance an overt, chronological, geometric, or metrical manipulation of space and time, such as grids, star shapes, and Greenwich Mean Time. This contrasts with comparatively suggestive, insubstantial, mutable forms, including various meteorological phenomena such as cloudbanks and fog, dust and sand, and as exemplified in narrative form by the haphazard, distracted assemblage of events featured in dreams or dream logic. The relationship between these supposedly opposing tendencies is, however, more complex and paradoxical than might at first glance appear. As Sebald warily reminds us in his essay “A Little Excursion to Ajaccio,” despite our wishes to inhabit periods of complete freedom, where we follow our distractions to the fullest possible extent, we nonetheless “must all have some more or less significant design in view” (Sebald, Campo 4). It is not so much that we must choose, absolutely, between form and formlessness. Rather, the point is to understand that some seemingly inevitable forms are in fact subject to contingencies, which certain uses deliberately or ignorantly mask, and that simplicity and intricacy are often co-dependent. Richard T. Gray is a Sebald critic who has picked up on the element in Sebald’s work that suggests a tension between different forms of organisation. In his article “Writing at the Roche Limit,” Gray notes that Sebald’s tendency to emphasise the decadent aspects of human and natural history “is continually counterbalanced by an insistence on order and by often extremely subtle forms of organization” (40). Rather than advancing the thesis that Sebald is exclusively against the idea of systematisation or order, Gray argues that The Rings of Saturn models in its own textual make-up an alternative approach to the cognitive order(ing) of things, one that seeks to counter the natural tendency toward entropic decline and a fall into chaos by introducing constructive forces that inject a modicum of balance and equilibrium into the system as a whole. (Gray 41)Sebald’s concern with the contrasting energies exemplified by different forms extends to his play with syntactical and non-syntactical forms of writing. He uses lists to add contrast to his flowing, syntactically intricate sentences. The achievement of his work is not the exclusive privileging of either the list form or the well-composed sentence, but in providing contexts whereby the reader can appreciate subtle modulations between the two, thus experiencing a more dynamic and complex kind of narrative time. His works exhibit an astute awareness of the fact that different textual devices command different experiences of temporality, and our experience of temporality in good part determines our metaphysics. Here I consider two lists featured in The Rings of Saturn, one from the first chapter, and one from the last. Each shows contrasting tendencies concerning systems of organisation. Both are attributable to the work of Thomas Browne, “who practiced as a doctor in Norwich in the seventeenth century and had left a number of writings that defy all comparison” (Sebald, Rings 9). The Rings of Saturn is in part a dialogue across epochs with the sentiments expressed in Browne’s works, which, according to Bianca Theisen, preserve a kind of reasoning that is lost in “the rationalist and scientific embrace of a devalued world of facts” (Theisen 563).The first list names the varied “animate and inanimate matter” in which Browne identifies the quincuncial structure, a lattice like arrangement of five points and intersecting lines. The following phenomena are enumerated in the text:certain crystalline forms, in starfish and sea urchins, in the vertebrae of mammals and the backbones of birds and fish, in the skins of various species of snake, in the crosswise prints left by quadrupeds, in the physical shapes of caterpillars, butterflies, silkworms and moths, in the root of the water fern, in the seed husks of the sunflower and the Caledonian pine, within young oak shoots or the stem of the horse tail; and in the creations of mankind, in the pyramids of Egypt and the mausoleum of Augustus as in the garden of King Solomon, which was planted with mathematical precision with pomegranate trees and white lilies. (Sebald, Rings 20-21)Ostensibly quoting from Browne, Sebald begins the next sentence, “Examples might be multiplied without end” (21). The compulsion to list, or the compulsiveness expressed by listing, is expressed here in a relationship of dual utility with another, dominant or overt, kind of organisational form: the quincunx. It is not the utility or expressiveness of the list itself that is at issue—at least in the version of Browne’s work preserved here by Sebald. In W. G. Sebald: Image, Archive, Modernity, Long notes the historical correspondences and divergences between Sebald and Michel Foucault (2007). Long interprets Browne’s quincunx as exemplifying a “hermeneutics of resemblance,” whereby similarities among diverse phenomena are seen as providing proof of “the universal oneness of all things” (33). This contrasts with the idea of a “pathological nature, autonomous from God,” which, according to Long, informs Sebald’s transformation of Browne into “an avatar of distinctly modern epistemology” (38). Long follows Foucault in noting the distinction between Renaissance and modern epistemology, a distinction in good part due to the experimental, inductive method, the availability of statistical data, and probabilistic reasoning championed in the latter epoch (Whitehead; Hacking). In the book’s final chapter, Sebald includes a list from Browne’s imaginary library, the “Musæum Clausium.” In contrast to the above list, here Sebald seems to deliberately problematise any efforts to suggest an abstract uniting principle. There is no evident reason for the togetherness of the discrete things, beyond the mere fact that they happen to be gathered, hypothetically, in the text (Sebald, Rings 271-273). Among the library’s supposed contents are:an account by the ancient traveller Pytheas of Marseilles, referred to in Strabo, according to which all the air beyond thule is thick, condensed and gellied, looking just like sea lungs […] a dream image showing a prairie or sea meadow at the bottom of the Mediterranean, off the coat of Provence […] and a glass of spirits made of æthereal salt, hermetically sealed up, of so volatile a nature that it will not endure by daylight, and therefore shown only in winter or by the light of a carbuncle or Bononian stone. (Sebald, Rings 272-73)Unlike the previous example attributed to Browne, here the list coheres according to the tensions of its own coincidences. Sebald uses the list to create spontaneous organisations in which history is exhibited as a complex mix of fact and fantasy. More important than the distinction between the imaginary and the real is the effort to account for the way things uniquely incorporate aspects of the world in order to be what they are. Human knowledge is a perspective that is implicated in, rather than excluded from, this process.Lists move us to puzzle over the criteria that their togetherness implies. They might be used inthe service of a specific paradigm, or they might suggest an imaginable but as yet unknown kind of systematisation; a specific kind of relationship, or simply the possibility of a relationship. Take, for example, the list-like accumulation of architectural details in the following description of the decadent Sommerleyton Hall, featured in chapter II: There were drawing rooms and winter gardens, spacious halls and verandas. A corridor might end in a ferny grotto where fountains ceaselessly plashed, and bowered passages criss-crossed beneath the dome of a fantastic mosque. Windows could be lowered to open the interior onto the outside, and inside the landscape was replicated on the mirror walls. Palm houses and orangeries, the lawn like green velvet, the baize on the billiard tables, the bouquets of flowers in the morning and retiring rooms and in the majolica vases on the terrace, the birds of paradise and the golden peasants on the silken tapestries, the goldfinches in the aviaries and the nightingales in the garden, the arabesques in the carpets and the box-edged flower beds—all of it interacted in such a way that one had the illusion of complete harmony between the natural and the manufactured. (Sebald, Rings 33-34)This list shifts emphasis away from preconceived distinctions between the natural and the manufactured through the creation of its own unlikely harmony. It tells us something important about the way perception and knowledge is ordered in Sebald’s prose. Each encounter, or historically specific situation, is considered as though it were its own microworld, its own discrete, synecdochic realisation of history. Rather than starting from the universal or the meta-level and scaling down to the local, Sebald arranges historically peculiar examples that suggest a variable, contrasting and dynamic metaphysics, a motley arrangement of ordering systems that each aspire to but do not command universal applicability. In a comparable sense, Browne’s sepulchral urns of his 1658 work Urn Burial, which feature in chapter I, are time capsules that seem to create their own internally specific kind of organisation:The cremated remains in the urns are examined closely: the ash, the loose teeth, some long roots of quitch, or dog’s grass wreathed about the bones, and the coin intended for the Elysian ferryman. Browne records other objects known to have been placed with the dead, whether as ornament or utensil. His catalogue includes a variety of curiosities: the circumcision knives of Joshua, the ring which belonged to the mistress of Propertius, an ape of agate, a grasshopper, three-hundred golden bees, a blue opal, silver belt buckles and clasps, combs, iron pins, brass plates and brazen nippers to pull away hair, and a brass Jews harp that last sounded on the crossing over black water. (Sebald, Rings 25-26)Regardless of our beliefs concerning the afterlife, these items, preserved across epochs, solicit a sense of wonder as we consider what we might choose for company on our “last journey” (25). In death, the human body is reduced to a condition of an object or thing, while the objects that accompany the corpse seem to acquire a degree of potency as remnants that transcend living time. Life is no longer the paradigm through which to understand purpose. In their very difference from living things these objects command our fascination. Eric Santner coins the term “undeadness” to name the significance of this non-living agency in Sebald’s prose (Santner xx). Santner’s study places Sebald in a linage of German-Jewish writers, including Walter Benjamin, Franz Kafka, and Paul Celan, whose understanding of “the human” depends crucially on the concept of “the creature” or “creatureliness” (Santner 38-41). Like the list of items contained within Sommerleyton Hall, the above list accounts for a context in which ornament and utensil, nature and culture, are read according to their differentiated togetherness, rather than opposition. Death, it seems, is a universal leveller, or at least a different dimension in which symbol and function appear to coincide. Perhaps it is the unassuming and convenient nature of lists that make them enduring objects of historical interest. Lists are a form of writing to which we appeal for immediate mnemonic assistance. They lack the artifice of a sentence. While perhaps not as interesting in the present that is contemporary with their usefulness (a trip to the supermarket), with time lists acquire credibility due to the intimacy they share with mundane, diurnal concerns—due to the fact that they were, once upon a time, so useful. The significance of lists arrives anachronistically, when we look back and wonder what people were really up to, or what our own concerns were, relatively free from fanciful, stylistic adornment. Sebald’s democratic approach to different forms of writing means that lists sit alongside the esteemed poetic and literary efforts of Joseph Conrad, Algernon Swinburne, Edward Fitzgerald, and François René de Chateaubriand, all of whom feature in The Rings of Saturn. His books make the exclusive differences between literary and non-literary kinds of writing less important than the sense of dynamism that is elicited through a play of contrasting kinds of syntactical and non-syntactical writing. The book’s closing chapter includes a revealing example that expresses these sentiments. After tracing over a natural history of silk, with a particular focus on human greed and naivety, the narrative arrives at a “pattern book” that features strips of colourful silk kept in “the small museum of Strangers Hall” (Sebald, Rings 283). The narrator notes that the silks arranged in this book “were of a truly fabulous variety, and of an iridescent, quite indescribable beauty as if they had been produced by Nature itself, like the plumage of birds” (283). This effervescent declamation continues after a double page photograph of the pattern book, which is described as a “catalogue of samples” and “leaves from the only true book which none of our textual and pictorial works can even begin to rival” (286). Here we witness Sebald’s inclusive and variable understanding as to the kinds of thing a book, and writing, can be. The fraying strips of silk featured in the photograph are arranged one below the other, in the form of a list. They are surrounded by ornate handwriting that, like the strips of silk, seems to fray at the edges, suggesting the specific gestural event that occasioned the moment of their inscription—something which tends to be excluded in printed prose. Sebald’s remarks here are not without a characteristic irony (“the only true book”). However, in the greatercontext of the narrative, this comment suggests an important inclination. Namely, that there is much scope yet for innovative literary forms that capture the nuances and complexity of collective and individual histories. And that writing always includes, though to varying degrees obscures, contrasting tensions shared among syntactical and non-syntactical elements, including material and gestural contingencies. Sebald’s works remind us of what potentials might lay ahead for books if the question of what writing can be is asked continually as part of a writer’s enterprise.ReferencesBere, Carol. “The Book of Memory: W. G. Sebald’s The Emigrants and Austerlitz.” Literary Review, 46.1 (2002): 184-92.Blackler, Deane. Reading W. G. Sebald: Adventure and Disobedience. Rochester, New York: Camden House, 2007. Catling Jo, and Richard Hibbitt, eds. Saturn’s Moons: A W. G. Sebald Handbook. Oxford: Legenda, 2011.Denham, Scott and Mark McCulloh, eds. W. G. Sebald: History, Memory, Trauma. Berlin: Walter de Gruyter, 2006. Fuchs, Anne and J. J. Long, eds. W. G. Sebald and the Writing of History. Würzburg: Königshausen & Neumann, 2007. Goody, Jack. The Logic of Writing and the Organization of Society. Cambridge: Cambridge UP, 1986. Gray, Richard T. “Writing at the Roche Limit: Order and Entropy in W. G. Sebald’s The Rings of Saturn.” The German Quarterly 83.1 (2010): 38-57. Hacking, Ian. The Emergence of Probability: A Philosophical Study of Early Ideas about Probability, Induction and Statistical Inference. London: Cambridge UP, 1977.Kilbourn, Russell J. A. “Architecture and Cinema: The Representation of Memory in W. G. Sebald’s Austerlitz.” W. G. Sebald—A Critical Companion. Ed. J. J. Long and Anne Whitehead. Edinburgh: Edinburgh UP, 2004.Leone, Massimo. “Textual Wanderings: A Vertiginous Reading of W. G. Sebald.” W. G. Sebald—A Critical Companion. Ed. J. J. Long and A. Whitehead. Edinburgh: Edinburgh UP, 2004.Long, J. J. W. G. Sebald: Image, Archive, Modernity. New York: Columbia UP, 2007.Long, J. J., and Anne Whitehead, eds. W. G. Sebald—A Critical Companion. Edinburgh: Edinburgh U P, 2004. McCulloh, Mark. Understanding W. G. Sebald. Columbia, S. C.: U of South Carolina P, 2003.Patt, Lise, ed. Searching for Sebald: Photography After W. G. Sebald. Los Angeles: The Institute of Critical Inquiry and ICI Press, 2007. Sadokierski, Zoe. “Visual Writing: A Critique of Graphic Devices in Hybrid Novels from a Visual Communication Design Perspective.” Diss. University of Technology Sydney, 2010. Santner, Eric. On Creaturely Life: Rilke, Benjamin, Sebald. Chicago: U of Chicago P, 2006. Schmitz, Helmut. “Catastrophic History, Trauma and Mourning in W. G. Sebald and Jörg Friedrich.” The German Monitor 72 (2010): 27-50.Sebald, W. G. The Rings of Saturn. Trans. Michael Hulse. London: Harvill Press, 1998.---. Vertigo. Trans. Michael Hulse. London: Harvill Press, 1999.---. Campo Santo. Trans. Anthea Bell. London: Penguin Books, 2005. Print. Theisen, Bianca. “A Natural History of Destruction: W. G. Sebald’s The Rings of Saturn.” MLN, 121. The John Hopkins U P (2006): 563-81.Whitehead, Alfred North. Science and The Modern World. Cambridge: Cambridge UP, 1932.Zisselsberger, Markus. The Undiscover’d Country: W. G. Sebald and the Poetics of Travel. Rochester, NY: Camden House, 2010.

134. Yurbi Álvarez “El diseño universal en productos de consumo masivo y la experiencia del usuario con discapacidad visual moderada” (2015) Cuadernos del Centro de Estudios de Diseño y Comunicación Nº 65 ISSN: 1668-0227 Maestría en Diseño de la Universidad de Palermo [Catálogo de Tesis. 5ª Edición. Ciclo 2014-2015] Año XVIII, Diciembre 2017, Buenos Aires, Argentina | 236 páginas descargar PDF ver índice de la publicación Ver todos los libros de la publicación compartir en Facebook Esta obra está bajo una Licencia Creative Commons Atribución-NoComercial-CompartirIgual 4.0 Internacional Introducción Planteamiento del problema Desde el año 2007 la Argentina forma parte de la Convención de Naciones Unidas sobre los Derechos de las Personas con Discapacidad, la cual entró en vigencia en 2008. En ella los Estados partes se comprometen a emprender o promover la investigación y el desarrollo de bienes, servicios, equipos e instalaciones de Diseño Universal, que requieran la menor adaptación posible y el menor costo para satisfacer las necesidades especificas de las personas con discapacidad, promover su disponibilidad y uso, y promover el Diseño Universal en la elaboración de normas y directrices (ONU, 2006). El Diseño Universal es un concepto creado y desarrollado por Ronald Mace (1989), arquitecto de la Universidad de Carolina del Norte, y lo define como el diseño de productos y entornos para ser usados por todas las personas, al máximo posible, sin adaptaciones o necesidad de un diseño especializado. El desarrollo de este trabajo de investigación se centra en el Diseño Universal, y en la búsqueda del mismo en los empaques de productos de consumo masivo. Encontrar Diseño Universal ha de suponer una fácil tarea ya que el mismo tiene 20 años desde su creación y más de cinco años en vigencia en la Argentina. Silvia Coriat en Lo urbano y lo humano. Hábitat y Discapacidad (2003 p. 15-17) comenta que las dificultades en el campo del diseño se reflejan no sólo en el escaso conocimiento de las normativas y la legislación vigentes en la materia desde hace 20 años, sino también en profesionales que, con acceso a dichas normas, en tanto resultan extrañas, ajenas a las pautas aprehendidas y asumidas hasta el momento, no saben qué hacer con ellas y las perciben como restricciones al proceso creativo. Las normas y pautas de diseño sin barreras dejarán de resultar extrañas y ajenas cuando puedan visualizarse como el resultado de una cadena de procesos sociales de los cuales forman parte, tanto los profesionales como las propias personas con discapacidad, expone la autora. Es así como la misma trae a colación la distancia que existe entre el diseñador y las normas que están en vigencia en su campo con respecto al diseño sin barreras (Diseño Universal) y cómo el diseñador se desliga de ser parte del proceso social en el cual tiene un rol importante. Por otro lado Ana Arboleda (2007) comenta la importancia de los productos en los individuos acotando que los productos hacen parte de la experiencia de vida de los mismos. Por esta razón, los consumidores tienen la capacidad para asociar formas y colores con determinadas características que integran categorías. Es por ello que es importante resaltar lo que señala Gloria Martínez (2008), y es que la mayoría de los productos y servicios básicos ignoran a los consumidores ciegos o con deficiencias visuales. Ello requiere de los diseñadores una actitud más participativa y responsable en cuanto al diseño de empaques se refiere. Al proyectar, los diseñadores deben contemplar las necesidades de acceso a la información de todas las personas, considerando las diferentes y complejas problemáticas perceptivas. Por otro lado, según la Organización Mundial de la Salud (OMS) (2013) en el mundo hay aproximadamente 285 millones de personas con discapacidad visual, de las cuales 39 millones son ciegas y 246 millones presentan bajan visión. Según la nota descriptiva de la OMS con el arreglo de la Clasificación Internacional de Enfermedades, la función visual se subdivide en cuatro niveles: visión normal, discapacidad visual moderada, discapacidad visual grave y ceguera. La discapacidad visual moderada y la grave se reagrupan comúnmente bajo el término baja visión; la baja visión y la ceguera representan conjuntamente el total de casos de discapacidad visual. La distribución mundial de las principales causas de discapacidad visual coloca a los errores de refracción (miopía, hipermetropía o astigmatismo) no corregidos con un 43%. Es por ellos que esta investigación toma como eje temático a los discapacitados visuales moderados, colocándolos como objeto de estudio ya que representan una mayoría que según acota Gloria Martínez (2008) ha sido ignorada. Así mismo las personas con discapacidad visual moderada son también consumidores de los productos de consumo masivo, y al igual que cualquier otro consumidor, son participes de un nicho que no toma en cuenta su discapacidad, lo que puede traer como consecuencia que su experiencia de compra sea diferente a la de otros. Pues como Vargas Bianchi (2003) explica, a través de la experiencia, la actividad de compra, la publicidad y la recomendación, el consumidor aprende acerca del producto, las características del empaque, el uso y el desempeño. Pero ¿qué sucede cuando la experiencia y la actividad de compra se encuentran afectadas por el diseño del empaque? ¿Cuándo una persona con dificultad para ver no puede entender las características del empaque, el uso y el desempe- ño? ¿Es posible llegar a todos los usuarios con el Diseño Universal? ¿El Diseño Universal mejora la experiencia y la actividad de comprar? Es por ello que durante el desarrollo de este trabajo de investigación busca centrarse en el concepto de Diseño Universal, el empaque de productos de consumo masivo, el discapacitado visual moderado con la experiencia de uso. Debido a que cuando se habla de experiencia de uso conlleva no solo al análisis de los factores que influyen en la adquisición o elección de un determinado producto, sino analizar cómo los consumidores usan el producto y la experiencia resultante del mismo a través del diseño del empaque de dicho producto. El Diseño Universal ha de estar insertado en el diseño de productos desde hace seis años y sin embargo se encuentran empaques de productos como el arroz, la pasta, la azúcar y otros de uso diario que no poseen Diseño Universal, pero sin embargo tampoco poseen un diseño amigable y eficaz para las personas que poseen dificultades para ver, lo que conlleva a una experiencia diferente que la del resto de los usuarios que no poseen ninguna discapacidad. La unión de estos tres ejes temático (Diseño Universal específicamente en empaques de producto de consumo masivo, discapacidad visual moderada y experiencia de usuario) tiene como propósito demostrar como un eje se relaciona con otro, es decir, cómo un empaque realizado bajo los principios de Diseño Universal facilita la experiencia de un usuario con discapacidad visual moderada al momento de que éste interactúa con el empaque, es decir, al momento de la compra y al momento de ser usado el producto. ¿Puede realmente el Diseño Universal marcar una diferencia? Objetivo general El objetivo general propone investigar la aplicación de los principios del Diseño Universal (uso equitativo, uso flexible, uso simple e intuitivo, información perceptible, tolerancia al error, mínimo esfuerzo físico y adecuado tamaño de aproximación y uso) utilizados en los productos de consumo masivo en empaques tipo caja plegadiza de cartón y de qué manera facilitan la experiencia de uso de los mismos, en usuarios con discapacidad visual moderada. Objetivos específicos Los objetivos específicos se proponen identificar las características del Diseño Universal en los empaques de caja plegadiza de cartón que se encuentran en el mercado; definir los principios del Diseño Universal que son aplicados en cada empaque de caja plegadiza de cartón; investigar las valoraciones del usuario con discapacidad visual moderada en relación a los productos de consumo masivo en empaques de caja plegadiza de cartón; indagar en las facilidades que tiene el discapacitado visual de identificar el producto de consumo masivo en empaques de caja plegadiza de cartón con Diseño Universal; e identificar de qué manera afecta el Diseño Universal a la experiencia de compra y uso de productos de consumo masivo en empaques de caja plegadiza de cartón en usuarios con discapacidad visual moderada. Hipótesis La hipótesis plantea que la aplicación de los principios del Diseño Universal (uso equitativo, uso flexible, uso simple e intuitivo, información perceptible, tolerancia al error, mínimo esfuerzo físico y adecuado tamaño de aproximación y uso) utilizados en los productos de consumo masivo en empaques tipo caja plegadiza de cartón facilitan la experiencia de uso en usuarios con discapacidad visual moderada (Argentina, Buenos Aires 2014). Estado de la cuestión Para los consumidores, el empaque de un producto con armonía es aquel que, además de ser funcional, le proporciona información veraz y de fácil acceso. Cuando se habla de discapacidad visual no sólo se hace referencia al no vidente, también a las personas que por alguna u otra razón (edad avanzada, problemas psicomotores, etc.) tienen deficiencia visual. Para ellos no es aplicable el método Braille1 , pero sí herramientas del diseño que los ayuden a distinguir los productos, como la tipografía, el alto contraste de colores, el uso de macrotipos, la disposición de los elementos, etc. Durante el desarrollo del estado de la cuestión se notará la preocupación de algunos de los autores de los artículos allí nombrados, acerca de la falta de Diseño Universal en espacios, productos y servicios. Existe un gran desconocimiento no solo en Latinoamérica sino en otras partes del mundo donde no se conoce esta metodología. En el que aplicar los siete principios (uso equitativo, uso flexible, uso simple e intuitivo, información perceptible, tolerancia al error, mínimo esfuerzo físico y adecuado tamaño de aproximación y uso) marcará una diferencia en los usuarios, especialmente los que poseen una discapacidad. Sin embargo, el Diseño Universal tiene sus limitaciones no sólo por la falta de conocimiento sino, como expresan otros autores, porque no es posible ser universal y no considerar los valores sociales, históricos y culturales de cada región. Los autores del artículo llamado A Framework and Representation for Universal Product Design, Daniel McAdams y Vincent Kostovich (2001) presentan un marco de análisis de los productos para mejorar la investigación y la práctica en el Diseño Universal. Resaltan que 17 % de la población en EE.UU tiene algún tipo de discapacidad y que, a pesar de esto, muchas empresas no conocen aún los principios del Diseño Universal. Está en los diseñadores determinar las necesidades de los clientes, la función del producto y la actividad del usuario pues en el contexto de la realización de Diseño Universal, el diseñador debe enfocar la atención en la función del producto y en el modo en que interactúa con el usuario. En este artículo los investigadores resaltan el papel protagónico del diseñador a la hora de hacer la diferencia tomando en cuenta a todos los usuarios al momento de diseñar un producto. Resaltan que los diseñadores no pueden dejar a un lado las necesidades de los clientes y la función del producto, que es tan o más importante que su estética. Siguiendo con la misma línea que los investigadores anteriores, Víctor y Silvia Margolin (2004) profesores de la Universidad de Illinois, Chicago, especializados Diseño Gráfico, Diseño Industrial y Tecnología, exponen en Un “modelo social” del diseño, que cuando la mayoría de las personas piensan en diseño de productos, visualizan productos hechos para el mercado, generados por un fabricante y dirigidos a un consumidor a lo que ellos refutan señalando que existen otras posibles opciones aparte del diseño de productos para el mercado, que no se ha conducido aún hacia un nuevo modelo de práctica social. Ellos sostienen que las teorías sobre el diseño para el mercado se han desarrollado muy bien abarcando diversas áreas, desde métodos de diseño hasta estudios de manejo gerencial y semiótica para la mercadotecnia; esto ha influido en que exista una rica y vasta bibliografía que ha servido para que el diseño se adapte a nuevas circunstancias tecnológicas, políticas y sociales generando, a su vez, nuevos procesos que han implantado estructuras, métodos u objetivos para el diseño social. Para los autores aun no se han atendido las necesidades sociales y tampoco se ha puesto atención en cambiar la educación de los diseñadores de productos, quienes tienen en sus manos la posibilidad de incluir y unificar la sociedad. Entre las áreas aplicables de Diseño Universal se encuentra también la arquitectura y es por ello que Fernando Alonso (2007) director de ACCEPLAN, organización que realiza estudios sobre accesibilidad y adaptación del medio construido; explica en su investigación Algo más que suprimir barreras: Conceptos y argumentos para una accesibilidad universal, la falta de accesibilidad a los distintos entornos y servicios para el discapacitado. Expone que nadie parece poner en duda la necesidad y oportunidad de esa mejora de accesibilidad, sin embargo se detecta un minúsculo avance sobre ese tema en algunas adaptaciones en espacios públicos, equipamientos y edificios. El mismo menciona que se está reconociendo la implicancia que la accesibilidad tiene para la calidad de vida de todas las personas a través de un diseño de mayor calidad y orientado hacia la diversidad de usuarios. Por último, Fernando Alonso (2007) explica que el progreso de accesibilidad es un proceso de mejora que se proyecta hacia otros ámbitos, como la movilidad, la optimización de uso de los espacios públicos y la ergonomía, causando reacciones favorables que pueden incidir tanto en los deseos de integración de unos, como en las mejoras de confort y funcionalidad de otros. Por otro lado, continuando con el Diseño Universal pero enfocando en la tercera edad; la investigación realizada por Julio Lillo y Humberto Moreira (2004) sobre las ventajas del enfoque del Diseño Universal en el discapacitado, los autores hacen explícito que el diseño ha excluido socialmente al anciano quien va perdiendo facultades auditivas, visuales y motoras “Diseña para el joven y excluirás al anciano. Diseña para el anciano e incluirás al joven”. Por añadidura Lillo y Moreria comentan que durante la vejez, la persona reduce o pierde la capacidad para combinar la información de los dos ojos para percibir la distancia y esto conlleva a desarrollar la coordinación ojo-mano. De este modo los investigadores concluyen que las soluciones de diseño que se encuentren a esta problemática no sólo beneficiarán a las personas de la tercera edad sino a todas aquellas que, de forma permanente o transitoria, sufran las mismas limitaciones que ellas. Otra investigación realizada por Julio Lillo y Humberto Moreira (2008) llevan el Diseño Universal y la vejez al ámbito laboral, y explican cómo la aplicación de los principios de diseño universal incluye y facilitan la participación del anciano. Pues el diseño ergonómico basado en principios de diseño universal, además de servir para compensar los efectos de las limitaciones ya mencionadas, puede ser útil para retrasar su desarrollo. La vejez no es la única dificultad que puede presentar un consumidor, también están las discapacidades con las que muchos viven día a día o temporalmente. Alan Colburn (2010) señala en Diseño Universal, que el Diseño Universal no sólo beneficia al discapacitado que no ve, o que se traslada en sillas de ruedas, sino también a los padres que van con el coche, al repartidor que entra con cajas y otras situaciones de la vida cotidiana. Los subtítulos en la TV también son parte del Diseño Universal ya que hace la programación accesible a aquel con problemas auditivos y a aquel que no pueda escuchar la TV por el ruido externo, dejando otra vez en claro que el Diseño Universal es inclusivo para todos. Otros investigadores han desarrollado sus trabajos de Diseño Universal con una discapacidad específica, como lo es el trabajo de investigación desarrollado por Gloria Angélica Martínez de la Peña (2008). La autora explica de qué manera se puede usar el braille y otros símbolos táctiles en las etiquetas de productos de usos cotidianos y de los medicamentos especialmente, resaltando que la información es un elemento clave en los envases, empaques y etiquetas de los diferentes productos comerciales, donde la calidad visual de muchos packagings no responde a la necesidad de establecer una comunicación efectiva, ya que resulta imprecisa en las diferentes situaciones de uso. La autora concluye que es importante que los diseñadores tengan una actitud más participativa y responsable en cuanto al diseño de empaques se refiere, incorporando el sistema braille o los macro tipos. Para los investigadores Neves, Barreto y Neves (2011), el objetivo fue ayudar a las personas con discapacidad visual en la compra de ropa y en la organización de cómo esto se iba a llevar a cabo. Las pruebas se realizaron en las etiquetas con el usuario real, en las que fuese posible identificar el símbolo con el tacto, sin embargo les llevo tiempo adaptarse a la simbología. La etiqueta tuvo resultados positivos ya que todos los usuarios fueron capaces de identificar los símbolos e indicaciones de la composición y de materia prima, esto último escrito en Braille. Se colocaron los símbolos de lavado, cuidado y abreviaturas de los colores de las composiciones de las materias primas. Esta investigación fue pionera al llevar al discapacitado visual a conectarse con la simbología. Con esto se logra facilitar, ayudar y mejorar la calidad de vida de las personas con discapacidad visual y les genera sensación de independencia ya que ellos mismos pueden seleccionar su ropa. A partir de esta investigación se ha desarrollado una etiqueta bordada en Braille la cual fue mejorando luego de ser evaluada por personas con discapacidad visual. Esta investigación contribuyó al conocimiento de una necesidad que existe de productos específicos para este nicho de mercado y a la que los autores consideran una gran oportunidad de negocio para explotar. Existen varias dificultades con las que se encuentra el discapacitado visual diariamente y es por ellos que constantemente existen personas investigando y desarrollando proyectos en pro de estos usuarios, un ejemplo de esto es la investigación realizada por Marina Días de Faria y Jorge Ferreira (2009), Compuesto para restaurantes: atendiendo consumidores con deficiencia visual, tuvo como objetivo identificar los atributos más importantes y los niveles relativos de la experiencia de consumo de las personas con discapacidad visual en los restaurantes en la ciudad de Río de Janeiro, en ocasiones de ocio. Los resultados de grupo de enfoque apuntaban a ocho atributos, cada uno con dos o tres niveles, lo que llevo a concluir que los restaurantes que invierten en la formación de sus asistentes y la accesibilidad parecen ser capaces de retener a los consumidores con discapacidad visual, esto se vio en los grupos focales en donde el discapacitado visual expresaba que cuando va a un restaurante y está bien servido, siempre vuelve; además de ser difícil para ellos encontrar un restaurante que sea accesible. Los resultados indican que hay mucho por modificar en estos establecimientos para que puedan reunir los atributos valorados por las personas con discapacidad visual. Estos investigadores encontraron la manera de realizar un estudio saliéndose del típico enfoque que suelen tener las investigaciones de comportamiento del consumidor, pues se enfocaron en un consumidor que no es tomado en cuenta a la hora de hacer el estudio de mercado y estudiaron el comportamiento del mismo con respecto al servicio que suelen ofrecer los restaurantes no solo por la atención sino también por la infraestructura. A pesar de existir muchas investigaciones de acuerdo con lo que propone el Diseño Universal, existen otros que le encuentran fallas a esta metodología. Para Jane Bringolf (2008), el Diseño Universal falla en sus propios principios, pues ella explica que el uso sinónimo de “universal” y “accesible” es parte de no conocer lo que constituye el diseño universal. El término “Diseño Universal” fue creado en EE.UU. En Europa se conoce como “Diseño para todos” y en Gran Bretaña como “Diseño inclusivo”. Todos estos términos se basan en un mismo concepto el cual es dar la máxima utilidad para el número máximo de personas independientemente de la edad, cultura, educación, nivel socioeconómico o habilidad. Jane Bringolf (2008) señala los siete principios del Diseño Universal y expone que existe una brecha entre los conocimientos de diseño y la diversidad de la población. Los críticos afirman que estos principios se centran demasiado en la función y no abordan cuestiones como la accesibilidad y participación social; estas críticas sugieren que los principios son de poca ayuda e indican que la principal falla esta dentro del mismo concepto de Diseño Universal en sí; que no es fácil o simple de entender e intuitivo a la hora de aplicarlo. Existen diversas opiniones entre los investigadores, diseñadores y usuarios que ya están familiarizados con el Diseño Universal. Sin embargo aunque tiene ya varios años, el Diseño Universal es aún muy desconocido, incluso dentro del ámbito de los diseñadores de productos, y gráficos que elaboran las etiquetas y los envases. Las pocas personas que conocen sobre el tema no han hecho eco del mismo. En tal sentido convendría que esta filosofía estuviese integrada dentro de los programas de las escuelas de diseño y, de esta manera, no se dejaría de diseñar con Diseño Universal por desconocimiento del tema. ¿Por qué el Diseño Universal aún no es parte de la mente social? Y más importante aún, del diseñador. Existe poca información sobre esta metodología a pesar de que la Argentina firmó en el 2008 un acuerdo de las Naciones Unidas donde se comprometía a aplicar los principios del Diseño Universal. Para los discapacitados visuales moderados no resulta fácil entender lo que comunica un empaque y el diseñador no ofrece soluciones, al contrario, suma un problema, un problema de comunicación. Sin embargo hay que considerar factores que pueden resultar ajenos a la voluntad del diseñador, como lo son los costos del Diseño Universal. Hacer Diseño Universal ¿es económico?. Puede que seguir los siete principios del Diseño Universal implique elevar los costos de los productos, cosa que puede afectar al consumidor cuando la idea es ayudarlo. Hay que tener en cuenta los efectos colaterales que trae aplicar Diseño Universal, porque es una cadena, si aumenta el costo de la producción aumentará también el precio de venta. Se podrá notar que se han abordado temas similares referentes al Diseño Universal y, cuando se habla de las etiquetas de los productos, sólo se habla de incluir el Braille en las mismas sin ningún tipo de criterio. Sin embargo, lo que el Diseño Universal propone es que no se haga ninguna adecuación especial a los objetos, en este caso, los envases, para que tengan el mayor número de usuarios posibles sin importar su capacidad. A pesar de que se han realizado investigaciones referentes al Diseño Universal, al comportamiento del usuario con discapacidad visual y la mejora de algunos espacios y servicios, ninguna se ha ocupado de estudiar los aspectos formales de los envases de alimentos que forman parte del día a día de las personas, pues es una necesidad básica alimentarse y, por lo tanto, tener acceso a los mismo, sin importar la capacidad. Sin embargo, el Diseño Universal no es una teoría muy conocida en el ámbito del diseño, pues de ser así sería más probable encontrar productos realizados bajo los siete principios y estudios que hablen del mismo. Es muy poca la información que se encuentra sobre ello, además que es una metodología que no se aprehende durante la formación de los profesionales de diseño. En el área de diseño de empaque tampoco se ha mostrado preocupación sobre el Diseño Universal teniendo en cuenta que el diseño de un empaque que logre comunicarse correctamente con el usuario genera una mejor experiencia y, por ende, un mejor comportamiento del usuario. Es por ello que, a través de este estudio, se quiere investigar si aplicando los principios del Diseño Universal se puede obtener un buen diseño de empaque que cumpla con sus funciones comunicacionales lo que traerá como consecuencia una mejor experiencia de usuario, en este caso, el usuario que posee alguna discapacidad visual moderada, es decir, aquellos que tienen algún error de refracción (miopía, astigmatismo, hipermetropía y presbicia) pero que éste no les impide realizar sus actividades diarias, sólo presentan cierta dificultad con la que aprenden a vivir. Orden del trabajo Esta investigación se desarrollará en cuatro capítulos que abarcaran desde la teoría de Diseño Universal hasta la experiencia del usuario. En el primer capítulo se exponen varias teorías desarrolladas por distintos autores sobre el concepto de diseño para hacer una referencia de cómo éste concepto se fue adecuando y adaptando para ser usado como base para desarrollar el Diseño Universal, el cual será definido desde la visión del creador del concepto Ronald Mace, y luego dar entrada a la explicación y desarrollo de los siete principios del Diseño Universal: uso equitativo, uso flexible, uso simple e intuitivo, información perceptible, tolerancia al error, mínimo esfuerzo físico y adecuado tamaño de aproximación y uso. En el segundo capítulo se hacen definiciones sencillas y concisas sobre la función visual y la discapacidad visual, pues sólo se exponen los conceptos necesarios para desarrollar este estudio y que se entienda qué es la discapacidad visual moderada, cuales son los errores de refracción que conllevan a esta y la explicación de cada uno. En el tercer capítulo titulado Envase, empaque o packaging, se define cada uno de los elementos nombrados en el título para establecer las diferencias que existe entre cada uno de ellos y la importancia de tenerlas en cuenta para entender esta variable de la investigación como lo es el empaque, su diseño y su uso. También se llevarán a cabo las definiciones de los materiales de cada uno, ya que el material define qué tipo de empaque será y ayuda a crear atributos al producto que pueden ser beneficiosos o no para la venta del mismo. Dentro de este mismo capítulo se desarrollará, también, el marketing del empaque y se explicará cómo los elementos utilizados a la hora de diseñar ayudan e influyen a la venta del producto. En el cuarto capítulo titulado experiencia del consumidor, se desarrollan conceptos relacionados con el comportamiento del consumidor al momento de comprar un producto, y lo que pasa después de que ya lo adquirió. Se definirán conceptos de producto, se hablará sobre el comportamiento de usuario y todo lo que este conlleva y para finalizar se indagará y razonará sobre la satisfacción del cliente. Para finalizar, se mostrarán los instrumentos de recolección de datos, los cuales son: Observación y Matching; con sus respectivos resultados y conclusiones de cómo finalizó el estudio y la comprobación o no de la hipótesis que muestra el problema que condujo al desarrollo de este trabajo. Líneas temáticas Esta investigación se encuentra enmarcada en dos líneas temáticas, Medios y estrategias de comunicación y Diseño y producción de objetos, espacios e imágenes. En este trabajo de investigación se desarrollan conceptos del packaging, se estudia el proceso de diseño del mismo, desde la idea hasta que llega al supermercado; es así como se introduce la línea temática de Diseño y producción de objetos, espacios e imágenes, ya que como describe la misma se estudian los procesos de formación y cualidades del objeto, en este caso, el packaging. No solo del objeto, sino también otros factores que participan en el proceso del mismo como lo es el diseñador y la sociedad que lo rodea para ese momento histórico. Por otra parte se reflexiona sobre la comunicación del empaque encontrado en góndolas y de cómo el Diseño Universal puede mejorar la estrategia de venta del mismo si son aplicados los siete principios que él ofrece. Es así como se introduce la línea temática Medios y estrategias de comunicación, ya que se hace una investigación profunda sobre el proceso de compra del usuario, de su comportamiento y las estrategias previas usadas por el packaging para su venta., es decir, la experiencia ofrecida por el producto a través del diseño del empaque y la forma en que es usado en casa tras el acto de compra. Notas 1. Método Braille es sistema de lectura y escritura ideado para personas ciegas.