Escolhas
Fonseca, Mónica
2005-
Conferências de Imprensa da Direção Geral de Saúde no Facebook: uma análise à interatividade durante a pandemia
Type
bookPart
Creator
Publisher
Identifier
Ramos, C. & Jerónimo, P. (2021). Conferências de Imprensa da Direção Geral de Saúde no Facebook: uma análise à interatividade durante a pandemia. In F. R. Cádima & I. Ferreira (Coords.), Perspectivas multidisciplinares da Comunicação em contexto de Pandemia (Vol I, pp. 126 – 143). Coleção ICNOVA.
Title
Conferências de Imprensa da Direção Geral de Saúde no Facebook: uma análise à interatividade durante a pandemia
Press conferences of the General Direction of Health on Facebook: an analysis of interactivity during the pandemic
Press conferences of the General Direction of Health on Facebook: an analysis of interactivity during the pandemic
Subject
Pandemia
Facebook
Comunicação de crise
Interatividade
Pandemic
Facebook
Crisis communication
Interactivity
Comunicação de crise
Interatividade
Pandemic
Crisis communication
Interactivity
Date
2021-03-01T12:35:36Z
2021-03-01T12:35:36Z
2021-01
2021-03-01T12:35:36Z
2021-01
Description
O ano de 2020 foi estranhamente surpreendido por um vírus que paralisou o mundo: o coronavírus COVID-19. Em março, a OMS (Organização Mundial da Saúde)1 decretou-o como pandemia2 . Este facto que gerou medo e ansiedade na população, exigiu estratégias de comunicação governamentais para este contexto de crise. Neste tipo de situações, a incerteza e as emoções misturam-se com a necessidade de respostas céleres a um problema de saúde pública. Esta situação particular de alarme social, é mais suscetível à circulação de boatos, fake news e desinformação, o que desafia as entidades estatais a saberem selecionar o melhor método para transmitir a mensagem ao público (Fearn-Banks, 2016). No período pandémico da COVID-19, a Direção Geral da Saúde ativou o dispositivo de Saúde Pública do País, colocando em prática diversas atividades, nomeadamente a comunicação diária de informação atualizada do estado da situação da infeção por novo coronavírus (COVID-19) em Portugal e a monitorização de redes sociais.3 A comunicação assumiu, sobretudo, o formato de conferências de imprensa, que eram transmitidas em direto na página do Facebook, da Direção Geral da Saúde. Com a presente proposta, pretendemos aferir a interatividade na página da Direção Geral da Saúde no Facebook, designadamente os posts com os diretos das conferências de imprensa, designadamente, através da participação dos cidadãos e dos gestores daquela página. Visualizações, comentários, reações e partilhas, uma vez que a interatividade nas redes sociais se transforma num tipo de gatekeeping para o público (Garcia Perdomo & et al., 2018), são indicadores a considerar. O objeto de estudo foi analisado no período compreendido entre os dias 9 de março e 20 maio de 2020, adotando uma abordagem metodológica de análise de conteúdo. Como dados preliminares, constatou-se que o mês de abril foi o mais interativo, com uma média diária de 239.187 visualizações, 1642 comentários, 500 partilhas, 1976 reações, das quais 1360 “gostos”. Poderá concluir-se que as conferências de imprensa emitidas na página de Facebook da Direção Geral da Saúde, promoveram implicações e práticas sociais, mensuradas pela interatividade proeminente, demonstrando o interesse dos cidadãos no assunto, na receção de notícias fidedignas e na propagação da informação, espelhado no elevado número de visualizações, reações e partilhas. Porém, só uma análise mais aprofundada, designadamente ao conteúdo dos comentários e demais interações geradas entre utilizadores e gestor(es) da página do Facebook da Direção Geral da Saúde e vice-versa, nos poderá ajudar a compreender da importância desta opção de comunicação de crise.
The year 2020 was strangely surprised by a virus that paralyzed the world: the coronavirus COVID-19. In March, WHO (World Health Organization) declared it a pandemic. This fact, which generated fear and anxiety in the population, required government communication strategies for this context of crisis. In these types of situations, uncertainty and emotions are mixed with the need for quick responses to a public health problem. This particular situation of social alarm is more susceptible to the circulation of rumors, fake news and misinformation, which challenges state entities to know how to select the best method to transmit the message to the public (Fearn-Banks, 2016). In the pandemic period of COVID-19, the General Direction of Health activated the Public Health Device in the country, putting into practice several activities, such as the daily communication of updated information on the status of the situation of the infection by a new coronavirus (COVID-19) in Portugal and the monitoring of social networks. The communication took, above all, the format of press conferences, which were broadcast live on the Facebook page of the General Direction of Health. With this proposal, it was intended to measure interactivity on the page of the General Direction of Health on Facebook, namely the posts with the live transmissions of the press conferences, specifically through the participation of the citizens and managers of that page. Views, comments, reactions and shares, since interactivity on social networks becomes a type of gatekeeping for the public (Garcia Perdomo & et al., 2018), are indicators to consider. The object of study was analyzed in the period between March 9 and May 20, 2020, adopting a methodological approach to content analysis. As preliminary data, it was found that the month of April was the most interactive, with a daily average of 239,187 views, 1642 comments, 500 shares, 1976 reactions, of which 1360 “likes”. It may be concluded that the press conferences issued on the Facebook page of the General Direction of Health promoted social implications and practices, measured by prominent interactivity, demonstrating the interest of citizens in the subject, in receiving reliable news and in the dissemination of information, mirrored in the high number of views, reactions and shares. However, only a more in-depth analysis, concretely to the content of comments and other interactions generated between users and the manager(s) of the Facebook page of the General Direction of Health and vice versa, can help us understand the importance of this communication option of crisis.
info:eu-repo/semantics/publishedVersion
The year 2020 was strangely surprised by a virus that paralyzed the world: the coronavirus COVID-19. In March, WHO (World Health Organization) declared it a pandemic. This fact, which generated fear and anxiety in the population, required government communication strategies for this context of crisis. In these types of situations, uncertainty and emotions are mixed with the need for quick responses to a public health problem. This particular situation of social alarm is more susceptible to the circulation of rumors, fake news and misinformation, which challenges state entities to know how to select the best method to transmit the message to the public (Fearn-Banks, 2016). In the pandemic period of COVID-19, the General Direction of Health activated the Public Health Device in the country, putting into practice several activities, such as the daily communication of updated information on the status of the situation of the infection by a new coronavirus (COVID-19) in Portugal and the monitoring of social networks. The communication took, above all, the format of press conferences, which were broadcast live on the Facebook page of the General Direction of Health. With this proposal, it was intended to measure interactivity on the page of the General Direction of Health on Facebook, namely the posts with the live transmissions of the press conferences, specifically through the participation of the citizens and managers of that page. Views, comments, reactions and shares, since interactivity on social networks becomes a type of gatekeeping for the public (Garcia Perdomo & et al., 2018), are indicators to consider. The object of study was analyzed in the period between March 9 and May 20, 2020, adopting a methodological approach to content analysis. As preliminary data, it was found that the month of April was the most interactive, with a daily average of 239,187 views, 1642 comments, 500 shares, 1976 reactions, of which 1360 “likes”. It may be concluded that the press conferences issued on the Facebook page of the General Direction of Health promoted social implications and practices, measured by prominent interactivity, demonstrating the interest of citizens in the subject, in receiving reliable news and in the dissemination of information, mirrored in the high number of views, reactions and shares. However, only a more in-depth analysis, concretely to the content of comments and other interactions generated between users and the manager(s) of the Facebook page of the General Direction of Health and vice versa, can help us understand the importance of this communication option of crisis.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by-nc/4.0/
http://creativecommons.org/licenses/by-nc/4.0/
Language
por
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