RESUMEN
Instagram (IG) has been used as a health promotion tool by national and international sanitary authorities to tackle COVID-19. The profile of the World Health Organization (WHO) on IG contributed to spread and update information on the new coronavirus prevention This study focus attention on a non-pharmaceutical control measure (face mask in the community) and discusses the adaptation of health authorities from Portugal and Brazil to WHO guidelines on this topic, and how they passed them to citizens. A content analysis of posts from WHO, Portuguese National Health Service (NHS), and the Brazilian Ministry of Health (MH) profiles on IG was carried out, in the first 100 days of the pandemic. The sample is composed of 65 posts - WHO (12), NHS (36) and, MH (17). NHS highlights masks in 8,8% of posts and MH in 3,3%. WHO guidelines followed scientific evidence and prioritized the surgical masks, while NHS and MH adapted the guidelines to regional scenarios (community transmission and difficulty to social distancing) and produced information on non-surgical masks. NHS recommends the use of certified non-surgical masks. MH diverged from WHO guidelines and advised cloth masks. NHS has adopted the preventive approach and the use of celebrities to stress the importance of following its guidelines. MH adopted an institutional approach to encourage adherence to the instructions. Both profiles offered incomplete content on the production, use, disposal, and maintenance of masks.
RESUMEN
Este artigo mapeia as estratégias de atuação do Ministério da Saúde na rede social Instagram. Realizou-se um estudo de caso no período de agosto de 2017 a agosto de 2018 para verificar como o tema da amamentação foi abordado na rede oficial do governo brasileiro para saúde. O corpus tem 65 posts sobre a questão, que foram analisados considerando as métricas de monitoramento das redes sociais: alcance; volume; atividade; engajamento dos usuários e influência do conteúdo junto aos seguidores. Analisando as estratégias de atuação do marketing social e digital identificou-se a falta de interação e resposta aos usuários e a baixa diversidade de representação das mulheres. O levantamento aponta a necessidade de problematizar as práticas do Ministério nesta rede e propor melhorias para ampliar o diálogo com a sociedade.
This article maps out the strategies of performance of the Brazilian Ministry of Health in Instagram's social network. A case study was carried out in the period from August 2017 to August 2018 to verify how the topic of breast-feeding was approached in the official network of the Brazilian government for health. The corpus has 65 posts about that issue which were analised considering the measures to monitor social networks: scope, volume, activity, user engagement and influence of the content on the followers. Analyzing the strategies of social and digital marketing used by the Brazilian government for health, it was identified the lack of interaction with users and of response to them and the low diversity of women represented on its Instagram profile. The research points out that we need to problematize Ministry practices in this network and to propose improvements to broaden the dialogue with the society.
El artículo mapea las estrategias de actuación del Ministerio de Salud de Brasil en la red social Instagram. Se realizó un estudio de caso en el período de agosto de 2017 hasta agosto de 2018 para escudriñar como se abordó el tema de la lactancia en la red oficial del gobierno brasileño para salud. El corpus tiene 65 posts a respecto del asunto y fueron estudiados considerando las medidas para monitorizar redes sociales: alcance; volumen; actividad; interacción de los usuarios e la influencia del contenido en los seguidores. Analizando las estrategias de actuación del marketing social y digital se identificó falta de interactividad, usuarios sin respuesta y la baja diversidad de representación de las mujeres en lo perfil del gobierno brasileño en Instagram. La investigación apunta la necesidad de problematizar las prácticas del Ministerio en esta red y de proponer mejorías para ampliar el diálogo con la sociedad.
