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mso-font-signature:-1610611985 1107304683 0 0 159 0;} /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal {mso-style-unhide:no; mso-style-qformat:yes; mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Arial","sans-serif"; mso-fareast-font-family:"Times New Roman"; mso-bidi-font-family:"Times New Roman";} .MsoChpDefault {mso-style-type:export-only; mso-default-props:yes; font-size:10.0pt; mso-ansi-font-size:10.0pt; mso-bidi-font-size:10.0pt;} @page Section1 {size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0;} div.Section1 {page:Section1;} --> <!--[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} --> <!--[endif]--> <p class="MsoNormal" style="text-align: justify;"><strong><span>RESUMO</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span>Controvérsias, conveniências e críticas constituem a essência das discussões e disputas presentes nos atos humanos, se observados pela ótica da ciência social. Partindo-se do conceito da atividade do administrador como ciência social aplicada, o objetivo do trabalho está em investigar as polêmicas envolvidas nos estratagemas retóricos empregados pelos seis principais agentes envolvidos no processo de implantação da TV digital no Brasil e, concomitantemente, analisar e discutir os interesses de cada um desses agentes como <span>participativos da decisão técnica/política da escolha do padrão de TV digital. P</span>or intermédio de pesquisa exploratória de natureza qualitativa, análise <em>pós-factum</em>, com emprego da técnica de entrevista em profundidade embasada na metodologia proposta pela Análise Retórica, buscou-se delinear na concepção das estratégias decididas continuamente, as diferentes etapas do processo que culminaram na outorga do padrão digital da TV brasileira em 02 de dezembro de 2007. </span><span>Os resultados da pesquisa apontam para a adoção do padrão japonês em perfeita consonância com os interesses dos Radiodifusores e do Governo Federal, em detrimento dos interesses do Coletivo Intervozes, da Indústria de Telecoms e da Academia, sendo que, para a Indústria de Eletro-eletrônicos não houve interferências significativas no seu modelo de negócio. Esse caso constitui um instrutivo exemplo do surgimento das controvérsias, conveniências e críticas no emprego das estratégias por parte dos executivos atuando como agentes retóricos na defesa dos interesses de suas respectivas organizações.</span></p> <p class="MsoNormal" style="text-align: justify;"><span> </span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span>Palavras-Chave</span></strong></p> <p class="MsoNormal" style="text-align: justify;"><span>Estratégia, Análise Retórica; TV Digital</span></p> <p class="MsoNormal" style="text-align: justify;"><span> </span></p> <p class="MsoNormal" style="text-align: justify;"><span> </span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">ABSTRACT</span></strong></p> <p class="MsoNormal" style="background: white none repeat scroll 0% 0%; text-align: justify; -moz-background-clip: border; -moz-background-origin: padding; -moz-background-inline-policy: continuous;"><span lang="EN-US">Controversies, conveniences and critiques constitute the essence of the quarrels and disputes gifts in the acts human, if observed for the optics of social science. Breaking itself of the concept of the activity of the administrator as social science applied, the objective of the work it is in investigating the involved controversies in the rhetorical stratagems used by the six main involved agents in the process of implantation of the digital TV in Brazil and, concomitantly, to analyze and to argue the interests of each one of these agents as participants of the decision technique/politics of the choice of the standard of digital TV. For intermediary of exploratory research of qualitative nature, analysis after-factum, with job of the technique of interview in depth based in the methodology proposal for the Rhetorical Analysis, searched to delineate continuously in the conception of the determined strategies, the different stages of the process that had culminated in the grant of the digital standard of the Brazilian TV in 02 of December of 2007. The results of the research show respect to the adoption of the Japanese standard in perfect accord with the interests of the Broadcasters and the Federal Government, in detriment of the interests of the Collective Intervozes, the Industry of Telecoms and the Academy, being that, for the Electro-electronic Industry it did not have significant interferences in its model of business. This in case that it constitutes an instructive example of the sprouting of the controversies, critical conveniences and in the job of the strategies on the part of the executives acting as rhetorical agents in the defense of the interests of its respective organizations. </span></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US"> </span></strong></p> <p class="MsoNormal" style="text-align: justify;"><strong><span lang="EN-US">Keywords</span></strong></p> <span style="font-size: 12pt; font-family: " lang="EN-US">Strategy; Rhetorical Criticism; Digital TV.</span>
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