The aim of this work is to analyse how the media is currently dealing with the subject of brands, specifically in news sites available free on the Internet. By applying the Content Analysis Method, we intend to observe the following hypothesis: news releases do not properly inform the reader of the importance and necessity of registering brands to protect intellectual work. Texts written by journalists taken from the Folha Online and Estadão Online newspaper sites published from July, 2007 to July, 2008 were analysed. As a result of applying the method, it was observed (in a research context) that the hypothesis is true in the case of non-specialist readers in intellectual property as the texts are not able to orientate a layman about the subject. However, it was observed that concerning people who are knowledgeable about the subject, the news is interesting in terms of problems related to not registering a brand and the inappropriate use of the brands. This can be considered as a good source of business information related to the subject.@en
Array ( [dateOfAvailability] => Array ( [pt] => Array ( [0] => Array ( [2009-10-22] => 31566 ) ) ) [hasAuthor] => Array ( [nn] => Array ( [0] => Array ( [Ane Aparecida Cerantola] => 35102 ) [1] => Array ( [Maria Cristina Comunian Ferraz] => 28384 ) ) ) [hasFileStorage] => Array ( [nn] => Array ( [0] => Array ( [_repository/271/2018/09/oai_periodicos_ufsc_br_article_9235#00016.pdf] => 46664 ) ) ) [hasPageEnd] => Array ( [pt] => Array ( [0] => Array ( [149] => 1166 ) ) ) [hasPageStart] => Array ( [pt] => Array ( [0] => Array ( [135] => 3396 ) ) ) [hasSectionOf] => Array ( [pt] => Array ( [0] => Array ( [Artigo] => 3 ) ) ) [hasSubject] => Array ( [pt] => Array ( [0] => Array ( [Ciência da informação] => 237157 ) [1] => Array ( [Propriedade intelectual] => 285182 ) [2] => Array ( [Informação para negócio] => 174235 ) [3] => Array ( [Marca] => 25112 ) [4] => Array ( [Brand] => 35100 ) [5] => Array ( [Análise de conteúdo] => 171939 ) [6] => Array ( [Marketing] => 201034 ) [7] => Array ( [Fb] => 35101 ) [8] => Array ( [Informação para negócios] => 247814 ) ) [en] => Array ( [0] => Array ( [Information science] => 233818 ) [1] => Array ( [Intellectual property] => 272433 ) [2] => Array ( [Business information] => 174232 ) [3] => Array ( [Content analysis] => 273047 ) [4] => Array ( [Ed] => 32403 ) [5] => Array ( [Author´s rights] => 191780 ) [6] => Array ( [Ownership] => 32405 ) [7] => Array ( [Copyright and copyleft] => 32406 ) [8] => Array ( [Brand] => 262314 ) [9] => Array ( [Marketing] => 262594 ) [10] => Array ( [Content analysis] => 7047 ) ) ) [wasPublicationInDate] => Array ( [nn] => Array ( [0] => Array ( [2009-10-22] => 262571 ) ) ) [hasLanguageExpression] => Array ( [nn] => Array ( [0] => Array ( [pt] => 232736 ) ) ) [hasLicense] => Array ( [nn] => Array ( [0] => Array ( [Copyright (c)] => 232755 ) [1] => Array ( [CCBY4.0] => 232756 ) ) ) [isPartOfSource] => Array ( [pt] => Array ( [0] => Array ( [Encontros Bibli: Revista Eletrônica de Biblioteconomia e Ciência da Informação] => 271 ) ) ) [hasIssueOf] => Array ( [pt] => Array ( [0] => Array ( [ISSUE:JNL:00016-2009-14-28] => 31561 ) ) ) [hasAbstract] => Array ( [en] => Array ( [0] => Array ( [The aim of this work is to analyse how the media is currently dealing with the subject of brands, specifically in news sites available free on the Internet. By applying the Content Analysis Method, we intend to observe the following hypothesis: news releases do not properly inform the reader of the importance and necessity of registering brands to protect intellectual work. Texts written by journalists taken from the Folha Online and Estadão Online newspaper sites published from July, 2007 to July, 2008 were analysed. As a result of applying the method, it was observed (in a research context) that the hypothesis is true in the case of non-specialist readers in intellectual property as the texts are not able to orientate a layman about the subject. However, it was observed that concerning people who are knowledgeable about the subject, the news is interesting in terms of problems related to not registering a brand and the inappropriate use of the brands. This can be considered as a good source of business information related to the subject.] => 0 ) [1] => Array ( [The aim of this work is to analyse how the media is currently dealing with the subject of brands, specifically in news sites available free on the Internet. By applying the Content Analysis Method, we intend to observe the following hypothesis: news releases do not properly inform the reader of the importance and necessity of registering brands to protect intellectual work. Texts written by journalists taken from the Folha Online and Estadão Online newspaper sites published from July, 2007 to July, 2008 were analysed. As a result of applying the method, it was observed (in a research context) that the hypothesis is true in the case of non-specialist readers in intellectual property as the texts are not able to orientate a layman about the subject. However, it was observed that concerning people who are knowledgeable about the subject, the news is interesting in terms of problems related to not registering a brand and the inappropriate use of the brands. This can be considered as a good source of business information related to the subject.] => 0 ) ) [pt] => Array ( [0] => Array ( [Este trabalho tem como objetivo analisar o tratamento que é dado atualmente pela mídia sobre o tema marcas, especificamente em sites de notícias disponibilizadas gratuitamente na internet. através da aplicação do método de análise de conteúdo pretendeu-se verificar a seguinte hipótese: as notícias veiculadas não informam adequadamente o leitor sobre a importância e a necessidade do registro de marcas para a proteção do trabalho intelectual. foram analisados textos jornalísticos recuperados nos sites da folha online e do estadãoonline, publicados no período de julho de 2007 a julho 2008. como resultado da aplicação do método, verificou-se, dentro do universo pesquisado, que a hipótese é verdadeira para o caso de leitores não especialistas em propriedade intelectual, pois os textos não são capazes de orientar uma pessoa leiga sobre o tema. entretanto, observou-se que, para os já conhecedores do assunto, as notícias fornecem um cenário interessante sobre os problemas relacionados ao não registro de uma marca e uso indevido da mesma, podendo ser consideradas uma boa fonte de informação para negócios relacionada ao assunto.] => 0 ) ) ) [hasID] => Array ( [nn] => Array ( [0] => Array ( [oai:periodicos.ufsc.br:article/9235] => 0 ) ) ) [hasRegisterId] => Array ( [pt] => Array ( [0] => Array ( [https://periodicos.ufsc.br/index.php/eb/article/view/1518-2924.2009v14n28p135] => 0 ) [1] => Array ( [10.5007/1518-2924.2009v14n28p135] => 0 ) ) ) [hasSource] => Array ( [pt] => Array ( [0] => Array ( [Encontros Bibli: revista eletrônica de biblioteconomia e ciência da informação; v. 14, n. 28 (2009); 135-149] => 0 ) [1] => Array ( [1518-2924] => 0 ) ) ) [hasTitle] => Array ( [en] => Array ( [0] => Array ( [New as a source of information in intelectual property: a look at the subject of brands] => 0 ) ) [pt] => Array ( [0] => Array ( [A notícia como fonte de informação em propriedade intelectual: um olhar sobre o tema marcas] => 0 ) ) ) [hasUrl] => Array ( [pt] => Array ( [0] => Array ( [https://periodicos.ufsc.br/index.php/eb/article/view/1518-2924.2009v14n28p135/19560] => 0 ) ) [nn] => Array ( [0] => Array ( [https://periodicos.ufsc.br/index.php/eb/article/view/1518-2924.2009v14n28p135] => 0 ) [1] => Array ( [https://periodicos.ufsc.br/index.php/eb/article/view/1518-2924.2009v14n28p135/19560] => 0 ) ) ) [prefLabel] => Array ( [pt] => Array ( [0] => Array ( [Oai:periodicos.ufsc.br:article/9235#00016] => 0 ) ) ) [hasDOI] => Array ( [nn] => Array ( [0] => Array ( [10.5007/1518-2924.2009v14n28p135] => 0 ) ) ) )
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