maio/junhode2012|
RevistadaESPM
113
all this, are we going to evolve to a world
where control is stricter or are we going to
have more freedom in the future?
Indefense of the state
JorgeLorenzoValenzuela
Montecinos
page
66
Jorge Lorenzo Valenzuela Montecinos, pro-
fessor at the ESPM, in São Paulo, approaches
the historical role of the state in the lives of
human beings to show why the relationship
between the functions of the state and the
economy is one of the most debated ques-
tions of today. Since the birth of the modern
state, with Maquiavel, the importance of the
state resides mainly on territorial cohesion
and in the social contract, the latter being a
result of an original agreement that puts an
end to the state of nature. After the terrorist
events of 9/11, the state has adopted schi-
zophrenic positions that have turned it into
a hegemonic power and increased its role in
the economic decisions (especially after the
2008 crisis). The end of the sovereignty of
the nation state and the ever growing danger
of militarization of political and economic
decisions have created a new reality, one that
is connected with the social and managerial
state, international rights and the respect for
human beings and the environment.
State interference in society
fromthe point of view
of socialmarketing
Daniel Kamlot
page
78
Social marketing is based on the role of com-
panies and individuals who work together to
generate benefit for all stakeholders. Howe-
ver, players don’t always take the common
good into consideration when executing
their professional duties – thus the need
of a new social actor to organize the rules
that everyone must follow in order to fulfill
the role of social marketing. This actor – the
government – can have a positive impact by
demanding socially responsible actions from
citizens and punishing those who harm so-
ciety as a whole with vicious behavior. It can
also have a negative impact if it is moved by
interests that are not related to the common
good, and if it seeks to generate benefits for
a small number of individuals, for example.
In this article, Daniel Kamlot, professor at
the ESPM in Rio de Janeiro, introduces the
basic concepts of social marketing and how
they relate to society’s well being, in addition
to evaluating how the government can be in
consonance or dissonance with the basis of
these important marketing tools.
Is the right to intervene
in society inherent to the
rule of law?
Denise Fabretti
page
84
Denise Fabretti, a professor at the ESPM
with a PhD in law, seeks to analyze the
legal relations between the state and so-
ciety based on standards that come from
entities that represent the public power
and aims to adapt individual activities so
that they will benefit the public interest.
The author takes into consideration some
lines of thought of renowned law scholars
in order to elaborate reflections about the
subject, which involves an interference of
the public power in the area of individual
rights, as well as having the administrative
authorities and judges being careful in the
application and interpretation of these
standards. The idea is to present an analysis
on the extension of the application of the
term “public interest” by the authorities that
constitute the state (since this is one of the
fundamental concepts of law that govern
social relationships).
The paradox of democracy
EduardoOyakawa
page
92
According to Eduardo Oyakawa, professor
of philosophy and logical reasoning at the
ESPM, “The state of democratic law is an
undeniable achievement of western civi-
lization”. In this article, the author seeks
to show how technological modern times
have brought about new behavioral and
ideological challenges to society. This poses
a fundamental question: to what extent are
we able to comply with individual freedom
without questioning democratic virtues ba-
sed on the equality of citizens? Between the
French perspective of the likes of Rousseau
and the Anglo-Saxon approach, the author
shows which would be the best method to
combine democracy and individual freedom.
Themirror of
contemporary society
PauloRobertoFerreiradaCunha
page
96
Given the constant transformation to which
the communication environment is subject,
it is advisable to understand society and
the modern subject from the perspective
of social thinkers and psychoanalysis,
highlighting issues such as narcissism,
identity, consumption, possession and
reference. For the psychoanalyst, publicist
and professor of strategic planning and
integrated communications at ESPM, these
issues present themselves as signals and
as a branch for our modern point of view. In
this context, the relations that were noticed
since the formation of babies will remain
for life when it encounters itself safe in
the open arms of a multifaceted, selective,
consummative, fragmented, grandiloquent
and antagonist society. This is a society
that charges tolls in order for the subject to
constitute itself as part of it, and it’s also a
relevant work material for marketing and
communication.
The era of cooperation
JonasCardonaVenturini e
MarcelloNoetzoldMafaldo
page
102
In this article, Jonas Cardona Venturini and
Marcello Noetzold, professors at the ESPM
in Porto Alegre, report an evolutionary ap-
proach of a vision on the new institutional
economics, from the standpoint of the
companies in an era of cooperation. The
professors also detail some implications
of the theory of transaction costs for bu-
siness development, especially concerning
the defense of a hybrid structure (particu-
larly, the “networks”, which converge to the
purpose of mutual, long-lasting coopera-
tion). Their visions converge favorably to-
ward a dynamic, self-regulatory structure
established over basic principles such as
lateral interrelationships (both intra and
intercompany), the advances of informa-
tion and communication technologies,
and the consolidation of interdisciplinary
studies in the academic environment –
factors that favor the policies of protection
of competitiveness suggested by Oliver
Williamsom, recipient of the 2008 Econo-
mic Sciences Nobel Prize.
