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Previous issue date: 2012-08-31 === This thesis has constituted the final paper of the Doctor?s degree of the Post-Graduation Program in Social Communication of the Pontiphical Catholic University of Rio Grande do Sul. The object of this thesis is one of the pioneers of Public Relations Programs, from the private sector, located in Rio Grande do Sul state, the program of the Federation of Establishments of Higher Education in Novo Hamburgo city FEEVALE, founded in 1970. In general, this study aimed to reconstruct the memory of the implementation of such pioneering higher education program, examining not only the collective memory, from individual memories of the first professors and coordinators of the referred program, but also the memory of the first director of education. The space to consider this study was between 1970, year of creation of the course until 1979, year of the first curricular alteration. Therefore, the methodology of oral history was adopted, with the contribution of twelve interviewees, contributing, this way, to studies in Public Relations, being developed through a theoretical and empirical research. Moreover, the methodological procedure utilized in this thesis was exploratory, with a qualitative approach, and based on a literature review. In addition, a documentary research was employed in documents found in the collection of Feevale, in the Municipal Archive of Novo Hamburgo city, and in the possession of the interviewees. Thus, in order to analyze data collected through oral history, the discursive textual analysis by Galliazi and Moraes (2011) was applied, which aimed to launch new understandings concerning the studied object. This way, the individual and coletive?s memory of the interviewees helped the construction about institutional memory of the implantation of Feevale?s Public Relation Course , showing that the history context of that time, with high shoes industries and the shoes exportation, the FENAC, the Belas Artes course and the necessity of a Public Relation course in the region growing in the way of this creation. === A presente tese constitui o trabalho de conclus?o para o Curso de Doutorado do Programa de P?s-Gradua??o em Comunica??o Social da Pontif?cia Universidade Cat?lica do Rio Grande do Sul. O objeto desta tese ? um dos cursos pioneiros de Rela??es P?blicas, de iniciativa privada, localizado no Rio Grande do Sul, o curso da Federa??o de Estabelecimentos de Ensino Superior em Novo Hamburgo FEEVALE, criado em 1970. Este estudo tem como objetivo geral reconstruir a mem?ria de implanta??o de um curso superior pioneiro, examinando a mem?ria coletiva, a partir das mem?rias individuais dos primeiros docentes e coordenadores do referido curso, bem como do primeiro diretor de ensino. O recorte temporal para este estudo ? do ano de 1970, quando o curso de Rela??es P?blicas da Feevale foi institu?do, at? 1979, ano em que houve a primeira altera??o curricular do curso. A metodologia de hist?ria oral, com a colabora??o de doze depoentes, contribui, desse modo, para os estudos em Rela??es P?blicas e desenvolve-se mediante pesquisa te?rica e emp?rica. O procedimento metodol?gico ? de car?ter explorat?rio, com uma abordagem qualitativa e baseia-se em uma revis?o da bibliografia. A pesquisa documental fundamenta-se em documentos encontrados no acervo da Feevale, no Arquivo Municipal de Novo Hamburgo e em posse dos depoentes. Para a an?lise dos dados coletados atrav?s da hist?ria oral ? utilizada a an?lise textual discursiva, de Galliazi e Moraes (2011), que almeja lan?ar novas compreens?es acerca do objeto estudado. Assim, as mem?rias individuais e coletivas dos sujeitos entrevistados auxiliam no processo de reconstru??o sobre a mem?ria institucional de implanta??o do Curso de Rela??es P?blicas da Feevale, demonstrando que o contexto hist?rico da ?poca, com a ind?stria cal?adista em alta e as exporta??es de cal?ados, a FENAC, a Faculdade de Belas Artes e a car?ncia de uma faculdade de Rela??es P?blicas na regi?o alavancaram essa cria??o.
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