| Journal: | Olhar de professor |
| Database: | CLASE |
| System number: | 000476239 |
| ISSN: | 1518-1219 |
| Authors: | Calderón, Adolfo Ignácio |
| Year: | 2009 |
| Volumen: | 12 |
| Number: | 1 |
| Pages: | 11-32 |
| Country: | Brasil |
| Language: | Portugués |
| Document type: | Artículo |
| Approach: | Analítico, descriptivo |
| English abstract | With the implementation of neoliberal educational policies, the study of the dynamics of the relationships between public and private sectors called the attention of the scientific community in an attempt to understand their internal logic, their impact on a macroeducational scope and the repercussions on the daily routine of the school. This article intends to understand the design, implementation and practice of the Project “Amigos da Escola – Todos pela Educação” (Friends of the School: All for Education), created by the largest Brazilian TV broadcaster, Rede Globo de Televisão, that, for the last ten years (1999-2009) has been broadcasting, on a national level, television campaigns oriented towards the stimulation volunteering at schools. By analyzing the content of documents, articles, academic research and interviews conducted with several famous actors, who participated in the project, the author intends to identify the underlying weaknesses in the design, the implementation and the execution of the project; analyzing the existent force correlations in its operationalization an understand the interfaces established between different actors interacting in this type of project. The study of this form of procedural structure in private initiative becomes relevant in face of the predominance of publicprivate partnerships, as the predominant management technique in government actions in the government spheres – municipal, state and federal. More frequently, public schools managers and teachers are compelled to put into practice this type of partnerships and, the so-called “good practices”, “cases” or “reference experiences”, which in turn spread in state governments and city halls faster by the day |
| Portuguese abstract | Este artigo objetiva compreender o processo de desenho, implantação e operacionalização do Projeto Amigos da Escola – Todos pela Educação, criado pela maior emissora de televisão brasileira, a Rede Globo de Televisão, que há dez anos (1999-2009) transmite em nível nacional propagandas televisivas direcionadas ao estímulo da atuação do voluntariado na escola. A partir da análise de conteúdo de documentos, artigos e pesquisas acadêmicas e de entrevistas com importantes atores participantes do projeto, o autor objetiva identificar as fragilidades existentes no seu desenho, operacionalização e execução em tela, bem como compreender as interfaces que se estabelecem entre os diversos atores que interagem neste tipo de projeto. O estudo da forma de estruturação processual deste tipo de iniciativa privada ganha relevância diante da predominância das parcerias público-privadas, enquanto técnica gerencial predominante nas ações governamentais nas três esferas de governo – municipal, estadual e federal |
| Disciplines: | Educación, Ciencias de la comunicación |
| Keyword: | Responsabilidad social empresarial, Calidad educativa, Medios de comunicación masiva, Escuela-empresa, Buenas prácticas, Sociología de la comunicación, Paradigma educativo, Campañas educativas, Programas de televisión |
| Full text: | Texto completo (Ver HTML) |
