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Forest Brazilian

The problem of the deforestation persists and thus it is the Brazilian scene: ' ' the practical ones of forest fires, selective cut of trees and expansion of the agricultural borders had tried a context still more criticize. The biodiversity of Atlantic Mata suffered brutal reduction. how much, to the too much maleficent effect and undesirable, it is impossible to enumerate them. Desertificao, erosion, fires, infertility, assoreamento of water bodies, climatic changes only constitute a reduced and poor summary of some ambient damages (MILAR, 2009, P. 252). Ahead of this panorama, valley to remember that the forests, as already mentioned, exert diverse autorreguladoras functions of the temperature in the planet land.

The destruction of them will put at risk all a process of carbonic gas absorption and purificao of air, since the solar rays reaching the ground, drying up them, make with that the fretico sheet lowers (SIRVINSKAS, 2011). Therefore, one describes that: Such fact will be able to transform the forest into savannah (type of open pasture, whose roots are deeper in virtue of the water lack). Ademais, tons of carbonic gas are stored in the ground and another part in the proper trees. With the forest fires, this gas is set free in air contributing still more for the global heating (id and ibid, P. 258). Salient, therefore the importance to protect the forests to guarantee a propitious environment for the humanity. This protection if of in such a way in how much international national scope, first if the note when the Great Letter foresees Amazonian the Forest Brazilian, Atlantic Mata, the Mountain range of the Sea, the Pantanal Weed and the Coastal Zone as being national patrimony, having to be preserved for guarantee of the right of all to one environment ecologically balanced (CF/88, art. 225, 4). Already as, in international scope, one has the directed conventions the protection of this good, which Brazil is signatory.

Robert Henry Srour

Richard Scott. Etzioni Scott, (1964) being based on the interpretation of Hall, (1984) and finally, the vision of Motta and Vasconcellos, (2004) and Robert Henry Srour, (1998). The teorizao of the organizations, the organization concept was contemplated that is object of study of this work, the RBS TV, its mission, vision, values and description. E, later the definition of institution that if it initiates with the boardings of Vaz, (1995) and Robert Henry Srour, (1998) and soon after, the vision of sociologists Berger and Luckmann, (2011) and Barrichello, (2002). After to appraise organization and institution and to introduce the study object, will be demonstrated the relation of RBS TV, a miditica organization as an organization and as an institution, based on the dualidade of purpose of the medias studied for Charaudeau, (2006). To deepen your understanding Restaurateur is the source. E, finally, will be demonstrated some actions that can be considered institucional in the contemporaneidade, being appraised the institucional communication, for authors as Kunsch, (2003) Fonseca, (1999) the function of the professional of Public Relations with Grunig, (2009) the image and the identity of the organizations, for Bueno, (2005) Torquato, (2002) Iasbeck, (2009) and the paper of the medias as legislators in the construction of the identity, for Barichello, (2002). As the chapter consists of analyzing the relation between the institucional public and actions.

For this, beginning appraising public and its categories called for researchers of the area of Public Relations. The public definitions are based on the studies of France, (2009) Cleusa Cesca and Wilson Cesca, (2000) and Andrade, (1980) and the categories of the public also are based on the studies of France, (2009) and Grunig, (2009). After these theoretical boardings on public, are explicitadas some characteristics of the same ones in the institucional actions and about the Project It thinks Green, being based on Grunig, (2009) and Charaudeau, (2006). Third chapter deals with the management of the institucional actions for professionals of Public Relations.