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"If we lived on a planet where nothing ever changed, there would be little to do. There would be nothing to figure out. There would be no impetus for science. And if we lived in an unpredictable world, where things changed in random or very complex ways, we would not be able to figure things out. ___________________________. If I throw a stick up in the air, it always falls down. If the sun sets in the west, it always rises again the next morning in the east. And so it becomes possible to figure things out. We can do science, and with it we can improve our lives."
Carl Sagan, http://todayinsci.com/S/Sagan_Carl/SaganCarl-Quotations.htm Acessado em 14 de Abril de 2015.
Text 4
Case Study 1: Damage Assessment in the Philippines after Typhoon Haiyan
In November 2013, Super Typhoon Haiyan devastated the city of Tacloban in the Philippines. Soon after, a case the size of a backpack arrived, accompanied by a small team of experts. This pilot project to bring in a UAV, with a range of up to five kilometers and a high-resolution video camera, to assist humanitarian responders was the work of a partnership between several private sector firms and NetHope, a consortium of NGOs.
The Philippines lacked the necessary regulations, so the use of the UAV was cleared by a special agreement with the Mayor of Tacloban. The UAV was covered with insurance that covered damage or injury due to malfunction.
The UAV was used first to identify where to set up a base of operations, and then to check if roads were passable, a task that could take days when done on foot or by helicopter. The UAV was also flown up the coast to evaluate damage from storm surge and flooding and to see which villages had been affected. The aerial assessments “really helped to speed up …efforts, cut down on wasted time and work, and make them more accurate in their targeting of assistance.” It was also suggested that the UAV might have located survivors in the rubble using infrared cameras if it had arrived within 72 hours.
Interest is building in developing local capacity for using UAVs in disaster response. SkyEye Inc., a local start-up, is working with the Ateneo de Manila University to train five teams across the Philippines to locally deploy UAVs in preparation for next typhoon season.
UAV= unmanned aerial vehicle
NGOs= Non-Governmental Organizations
Disponível em http://www.unocha.org/about-us/publications/flagship-publications/*/72 Acesso em 15 Abr 2015.
Text 4
Case Study 1: Damage Assessment in the Philippines after Typhoon Haiyan
In November 2013, Super Typhoon Haiyan devastated the city of Tacloban in the Philippines. Soon after, a case the size of a backpack arrived, accompanied by a small team of experts. This pilot project to bring in a UAV, with a range of up to five kilometers and a high-resolution video camera, to assist humanitarian responders was the work of a partnership between several private sector firms and NetHope, a consortium of NGOs.
The Philippines lacked the necessary regulations, so the use of the UAV was cleared by a special agreement with the Mayor of Tacloban. The UAV was covered with insurance that covered damage or injury due to malfunction.
The UAV was used first to identify where to set up a base of operations, and then to check if roads were passable, a task that could take days when done on foot or by helicopter. The UAV was also flown up the coast to evaluate damage from storm surge and flooding and to see which villages had been affected. The aerial assessments “really helped to speed up …efforts, cut down on wasted time and work, and make them more accurate in their targeting of assistance.” It was also suggested that the UAV might have located survivors in the rubble using infrared cameras if it had arrived within 72 hours.
Interest is building in developing local capacity for using UAVs in disaster response. SkyEye Inc., a local start-up, is working with the Ateneo de Manila University to train five teams across the Philippines to locally deploy UAVs in preparation for next typhoon season.
UAV= unmanned aerial vehicle
NGOs= Non-Governmental Organizations
Disponível em http://www.unocha.org/about-us/publications/flagship-publications/*/72 Acesso em 15 Abr 2015.
Text 4
Case Study 1: Damage Assessment in the Philippines after Typhoon Haiyan
In November 2013, Super Typhoon Haiyan devastated the city of Tacloban in the Philippines. Soon after, a case the size of a backpack arrived, accompanied by a small team of experts. This pilot project to bring in a UAV, with a range of up to five kilometers and a high-resolution video camera, to assist humanitarian responders was the work of a partnership between several private sector firms and NetHope, a consortium of NGOs.
The Philippines lacked the necessary regulations, so the use of the UAV was cleared by a special agreement with the Mayor of Tacloban. The UAV was covered with insurance that covered damage or injury due to malfunction.
The UAV was used first to identify where to set up a base of operations, and then to check if roads were passable, a task that could take days when done on foot or by helicopter. The UAV was also flown up the coast to evaluate damage from storm surge and flooding and to see which villages had been affected. The aerial assessments “really helped to speed up …efforts, cut down on wasted time and work, and make them more accurate in their targeting of assistance.” It was also suggested that the UAV might have located survivors in the rubble using infrared cameras if it had arrived within 72 hours.
Interest is building in developing local capacity for using UAVs in disaster response. SkyEye Inc., a local start-up, is working with the Ateneo de Manila University to train five teams across the Philippines to locally deploy UAVs in preparation for next typhoon season.
UAV= unmanned aerial vehicle
NGOs= Non-Governmental Organizations
Disponível em http://www.unocha.org/about-us/publications/flagship-publications/*/72 Acesso em 15 Abr 2015.
Text 3
Xerox and the Icarus Paradox
Schilling, Melissa A.
Strategic Management of Technological Innovation, Mc Graw-Hill International Edition, Fourth Edition
According to Greek mythology, when King Minos imprisoned the crafstman Daedalus and his son Icarus, Daedalus built wings of wax and feathers so that he and his son could fly to their escape. Icarus was so enthralled by his wings and drawn to the light of the sun that despite his father's warning, he flew too high. The sun melted his wings, crashing Icarus to death in the sea. This was the inspiration for the now well-known Icarus Paradox – that which you excel at can ultimately be your undoing. Success can engender overconfidence, carelessness, and an unquestioning adherence to one's way of doing things.
For example, in the 1960s and 1970s, Xerox had such a stranglehold on the photocopier market that it did not pay much attention when new Japanese competition began to infiltrate the market for smaller, inexpensive copiers. Xerox management did not believe competitors would ever be able to produce machines comparable to Xerox's quality and cost. However, Xerox was dangerously wrong. By the mid-1970s, Xerox was losing market share to the Japanese at an alarming rate. When Canon introduced a copier that sold for less than Xerox's manufacturing costs, Xerox knew it was in trouble and had to engage in a major benchmarking and restructuring effort to turn the company around.
Text 3
Xerox and the Icarus Paradox
Schilling, Melissa A.
Strategic Management of Technological Innovation, Mc Graw-Hill International Edition, Fourth Edition
According to Greek mythology, when King Minos imprisoned the crafstman Daedalus and his son Icarus, Daedalus built wings of wax and feathers so that he and his son could fly to their escape. Icarus was so enthralled by his wings and drawn to the light of the sun that despite his father's warning, he flew too high. The sun melted his wings, crashing Icarus to death in the sea. This was the inspiration for the now well-known Icarus Paradox – that which you excel at can ultimately be your undoing. Success can engender overconfidence, carelessness, and an unquestioning adherence to one's way of doing things.
For example, in the 1960s and 1970s, Xerox had such a stranglehold on the photocopier market that it did not pay much attention when new Japanese competition began to infiltrate the market for smaller, inexpensive copiers. Xerox management did not believe competitors would ever be able to produce machines comparable to Xerox's quality and cost. However, Xerox was dangerously wrong. By the mid-1970s, Xerox was losing market share to the Japanese at an alarming rate. When Canon introduced a copier that sold for less than Xerox's manufacturing costs, Xerox knew it was in trouble and had to engage in a major benchmarking and restructuring effort to turn the company around.
Text 3
Xerox and the Icarus Paradox
Schilling, Melissa A.
Strategic Management of Technological Innovation, Mc Graw-Hill International Edition, Fourth Edition
According to Greek mythology, when King Minos imprisoned the crafstman Daedalus and his son Icarus, Daedalus built wings of wax and feathers so that he and his son could fly to their escape. Icarus was so enthralled by his wings and drawn to the light of the sun that despite his father's warning, he flew too high. The sun melted his wings, crashing Icarus to death in the sea. This was the inspiration for the now well-known Icarus Paradox – that which you excel at can ultimately be your undoing. Success can engender overconfidence, carelessness, and an unquestioning adherence to one's way of doing things.
For example, in the 1960s and 1970s, Xerox had such a stranglehold on the photocopier market that it did not pay much attention when new Japanese competition began to infiltrate the market for smaller, inexpensive copiers. Xerox management did not believe competitors would ever be able to produce machines comparable to Xerox's quality and cost. However, Xerox was dangerously wrong. By the mid-1970s, Xerox was losing market share to the Japanese at an alarming rate. When Canon introduced a copier that sold for less than Xerox's manufacturing costs, Xerox knew it was in trouble and had to engage in a major benchmarking and restructuring effort to turn the company around.
Text 2
MATERIALS OF IMPORTANCE
Carbonated Beverages Containers
One common item that presents some interesting material property requirements is the container for carbonated beverages. The material used for this application must satisfy the following constraints: provide a barrier to the passage of carbon dioxide, which is under pressure in the container; be nontoxic, unreactive with the beverage, and, preferably be recyclable; be relatively strong, and capable of surviving a drop from a height of several feet when containing the beverage; be inexpensive and the cost to fabricate the final shape should be relatively low; if optically transparent, retain its optical clarity; and capable of being produced having different colors and/or able to be adorned with decorative labels.
All three of the basic material types—metal (aluminum), ceramic (glass), and polymer (polyester plastic)—are used for carbonated beverage containers. All of these materials are nontoxic and unreactive with beverages. In addition, each material has its pros and cons. For example, the aluminum alloy is relatively strong (but easily dented), is a very good barrier to the diffusion of carbon dioxide, is easily recycled, beverages are cooled rapidly, and labels may be painted onto its surface. On the other hand, the cans are optically opaque, and relatively expensive to produce. Glass is impervious to the passage of carbon dioxide, is a relatively inexpensive material, may be recycled, but it cracks and fractures easily, and glass bottles are relatively heavy. Whereas the plastic is relatively strong, may be made optically transparent, is inexpensive and lightweight, and is recyclable, it is not as impervious to the passage of carbon dioxide as the aluminum and glass. For example, you may have noticed that beverages in aluminum and glass containers retain their carbonization (i.e., “fizz”) for several years, whereas those in two-liter plastic bottles “go flat” within a few months.
Disponível em
https://onedrive.live.com/view.aspx?resid=FA116F188700E8B6!608&ithint=file%2cpdf&app =WordPdf&authkey=!AcrrQAFlJ83JGjU Acesso em 15 Abr 2015.
Text 2
MATERIALS OF IMPORTANCE
Carbonated Beverages Containers
One common item that presents some interesting material property requirements is the container for carbonated beverages. The material used for this application must satisfy the following constraints: provide a barrier to the passage of carbon dioxide, which is under pressure in the container; be nontoxic, unreactive with the beverage, and, preferably be recyclable; be relatively strong, and capable of surviving a drop from a height of several feet when containing the beverage; be inexpensive and the cost to fabricate the final shape should be relatively low; if optically transparent, retain its optical clarity; and capable of being produced having different colors and/or able to be adorned with decorative labels.
All three of the basic material types—metal (aluminum), ceramic (glass), and polymer (polyester plastic)—are used for carbonated beverage containers. All of these materials are nontoxic and unreactive with beverages. In addition, each material has its pros and cons. For example, the aluminum alloy is relatively strong (but easily dented), is a very good barrier to the diffusion of carbon dioxide, is easily recycled, beverages are cooled rapidly, and labels may be painted onto its surface. On the other hand, the cans are optically opaque, and relatively expensive to produce. Glass is impervious to the passage of carbon dioxide, is a relatively inexpensive material, may be recycled, but it cracks and fractures easily, and glass bottles are relatively heavy. Whereas the plastic is relatively strong, may be made optically transparent, is inexpensive and lightweight, and is recyclable, it is not as impervious to the passage of carbon dioxide as the aluminum and glass. For example, you may have noticed that beverages in aluminum and glass containers retain their carbonization (i.e., “fizz”) for several years, whereas those in two-liter plastic bottles “go flat” within a few months.
Disponível em
https://onedrive.live.com/view.aspx?resid=FA116F188700E8B6!608&ithint=file%2cpdf&app =WordPdf&authkey=!AcrrQAFlJ83JGjU Acesso em 15 Abr 2015.
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TEXTO 4
PSICOLOGIA DE UM VENCIDO
Augusto dos Anjos
Eu, filho do carbono e do amoníaco,
Monstro de escuridão e rutilância,
Sofro, desde a epigênese da infância,
A influência má dos signos do zodíaco.
Profundissimamente hipocondríaco,
Este ambiente me causa repugnância...
Sobe-me à boca uma ânsia análoga à ânsia
Que se escapa da boca de um cardíaco.
Já o verme — este operário das ruínas —
Que o sangue podre das carnificinas
Come, e à vida em geral declara guerra,
Anda a espreitar meus olhos para roê-los,
E há de deixar-me apenas os cabelos,
Na frialdade inorgânica da terra!
ANJOS, A. Eu e Outras Poesias. Rio de Janeiro: Civilização Brasileira, 1998.
Acerca da expressão “Este ambiente” e do verbo “come” (6º e 11º versos do texto 4, respectivamente), podemos afirmar que
I. a expressão faz referência a nossa existência no planeta em que vivemos.
II. o sujeito do verbo em questão é “o sangue podre das carnificinas” (verso 10).
III. o verbo em questão tem o mesmo sujeito de “anda” (verso 12).
IV. a expressão refere-se à ação do trabalho final do “operário das ruínas” (verso 9).
Marque a opção correta:
Texto 2
CONSUMIDORES COM MAIS ACESSO À INFORMAÇÃO
QUESTIONAM A VERDADE QUE LHES É VENDIDA
Ênio Rodrigo
Se você é mulher, talvez já tenha observado com mais atenção como a publicidade de produtos de beleza, especialmente os voltados a tratamentos de rejuvenescimento, usualmente possuem novíssimos "componentes anti-idade" e "micro-cápsulas" que ajudam "a sua pele a ter mais firmeza em oito dias", por exemplo, ou mesmo que determinados organismos "vivos" (mesmo depois de envazados, transportados e acondicionados em prateleiras com pouco controle de temperatura) fervilham aos milhões dentro de um vasilhame esperando para serem ingeridos ajudando a regular sua flora intestinal. Homens, crianças, e todo tipo de público também não estão fora do alcance desse discurso que utiliza um recurso cada vez mais presente na publicidade: a ciência e a tecnologia como argumento de venda.
Silvania Sousa do Nascimento, doutora em didática da ciência e tecnologia pela Universidade Paris VI e professora da Faculdade de Educação da Universidade Federal de Minas Gerais (UFMG), enxerga nesse processo um resquício da visão positivista, na qual a ciência pode ser entendida como verdade absoluta. "A visão de que a ciência é a baliza ética da verdade e o mito do cientista como gênio criador é amplamente difundida, mas entra, cada vez mais, em atrito com a realidade, principalmente em uma sociedade informacional, como ( 1 ) nossa", acrescenta.
Para entender esse processo numa sociedade pautada na dinâmica da informação, Ricardo Cavallini, consultor corporativo e autor do livro O marketing depois de amanhã(Universo dos Livros, 2007), afirma que, primeiramente, devemos repensar a noção de público específico ou senso comum. "Essas categorizações estão sendo postas de lado. A publicidade contemporânea trata com pessoas e elas têm cada vez mais acesso ( 2 ) informação e é assim que vejo a comunicação: com fronteiras menos marcadas e deixando de lado o paradigma de que o público é passivo", acredita. Silvania concorda e diz que a sociedade começa ( 3 ) perceber que a verdade suprema é estanque, não condiz com o dia-a-dia. "Ao se depararem com uma informação, as pessoas começam a pesquisar e isso as aproxima do fazer científico, ou seja, de que a verdade é questionável", enfatiza.
Para a professora da UFMG, isso cria o "jornalista contínuo", um indivíduo que põe a verdade à prova o tempo todo. "A noção de ciência atual é a de verdade em construção, ou seja, de que determinados produtos ou processos imediatamente anteriores à ação atual, são defasados".
Cavallini considera que ( 4 ) três linhas de pensamento possíveis que poderiam explicar a utilização do recurso da imagem científica para vender: a quantidade de informação que a ciência pode agregar a um produto; o quanto essa informação pode ser usada como diferencial na concorrência entre produtos similares; e a ciência como um selo de qualidade ou garantia. Ele cita o caso dos chamados produtos "verdes", associados a determinadas características com viés ecológico ou produtos que precisam de algum tipo de "auditoria" para comprovarem seu discurso. "Na mídia, a ciência entra como mecanismo de validação, criando uma marca de avanço tecnológico, mesmo que por pouquíssimo tempo", finaliza Silvania.
O fascínio por determinados temas científicos segue a lógica da saturação do termo, ou seja, ecoar algo que já esteja exercendo certo fascínio na sociedade. "O interesse do público muda bastante e a publicidade se aproveita desses temas que estão na mídia para recriá-los a partir de um jogo de sedução com a linguagem" diz Cristina Bruzzo, pesquisadora da Faculdade de Educação da Universidade Estadual de Campinas (Unicamp) e que acompanhou ( 5 ) apropriação da imagem da molécula de DNA pelas mídias (inclusive publicidade). "A imagem do DNA, por exemplo, foi acrescida de diversos sentidos, que não o sentido original para a ciência, e transformado em discurso de venda de diversos produtos", diz.
Onde estão os dados comprovando as afirmações científicas, no entanto? De acordo com Eduardo Corrêa, do Conselho Nacional de Auto Regulamentação Publicitária (Conar) os anúncios, antes de serem veiculados com qualquer informação de cunho científico, devem trazer os registros de comprovação das pesquisas em órgãos competentes. Segundo ele, o Conar não tem o papel de avalizar metodologias ou resultados, o que fica a cargo do Ministério da Saúde, Agência Nacional de Vigilância Sanitária (Anvisa) ou outros órgãos. "O consumidor pode pedir uma revisão ou confirmação científica dos dados apresentados, contudo em 99% dos casos esses certificados são garantia de qualidade. Se surgirem dúvidas, quanto a dados numéricos de pesquisas de opinião pública, temos analistas no Conar que podem dar seus pareceres", esclarece Corrêa. Mesmo assim, de acordo com ele, os processos investigatórios são raríssimos.
RODRIGO, Enio. Ciência e cultura na publicidade. Disponível em:<http://www.cienciahoje.pt/index.php?oid=49746&op=all>
PAIVA, João. Quase poesia, quase química. Disponível em:
PAIVA, João. Quase poesia, quase química. Disponível em:
Sobre o texto 3 podemos inferir que
I. o autor do texto nos traz uma mensagem altamente negativa e pessimista do fazer científico.
II. o vocábulo que confere título ao texto pode ter o mesmo valor semântico no primeiro e quinto versos, o que confirma a intenção do cientista em “para ter tudo na mão” (verso 4).
III. o cientista falha quando não encontra meios em seu trabalho cotidiano para solucionar, com extrema precisão, tudo o que lhe vier às mãos para fazer.
Marque a opção correta:
Texto 2
CONSUMIDORES COM MAIS ACESSO À INFORMAÇÃO QUESTIONAM A VERDADE QUE LHES É VENDIDA
Ênio Rodrigo
Silvania Sousa do Nascimento, doutora em didática da ciência e tecnologia pela Universidade Paris VI e professora da Faculdade de Educação da Universidade Federal de Minas Gerais (UFMG), enxerga nesse processo um resquício da visão positivista, na qual a ciência pode ser entendida como verdade absoluta. "A visão de que a ciência é a baliza ética da verdade e o mito do cientista como gênio criador é amplamente difundida, mas entra, cada vez mais, em atrito com a realidade, principalmente em uma sociedade informacional, como ( 1 ) nossa", acrescenta.
RODRIGO, Enio. Ciência e cultura na publicidade. Disponível em:<http://www.cienciahoje.pt/index.php?oid=49746&op=all>
Acerca do vocábulo “categorizações” (3º parágrafo, texto 2) e da expressão “marca de avanço tecnológico, mesmo que por pouquíssimo tempo” (5º parágrafo, texto 2), podemos afirmar que
I. o vocábulo “categorizações” refere-se a “componentes anti-idade” e “microcápsulas que ajudam a sua pele a ter mais firmeza em oito dias”.
II. a expressão “marca de avanço tecnológico, mesmo que por pouquíssimo tempo” traz a ideia de verdade questionável.
III. o vocábulo “categorizações” retoma as noções de "público específico" e "senso comum".
Marque a opção correta:
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