Banca de DEFESA: Raíssa Monnerat Rumpf

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Raíssa Monnerat Rumpf
DATE: 07/06/2023
TIME: 17:00
LOCAL: link na página do programa
TITLE:

“Click and fight dengue": The call to action of the Ministry of Health's Instagram campaigns for dengue, zika and chikungunya between 2018 and 2021”

KEY WORDS:

“COMMUNICATION. DENGUE. INSTAGRAM. PUBLIC HEALTH. CALL TO ACTION. DISCOURSE ANALYSIS."

PAGES: 1000
BIG AREA: Ciências da Saúde
AREA: Saúde Coletiva
SUMMARY:

“Brazil faces, annually and cyclically, epidemics of dengue, zika and chikungunya. Despite the constant surveillance and public campaigns to combat the vector of these diseases, the Aedes aegypti mosquito, what is observed is a constant increase in the number of cases in Brazil, year after year. With the COVID-19 pandemic, decreed in Brazil at the beginning of 2020, this situation became even more fragile. As the COVID pandemic spread, the dengue vector followed its life cycle and its breeding peaks, leaving the Brazilian population vulnerable not only to the threat of the coronavirus, but also that of this old acquaintance of tropical climates, the Aedes. But in all these years of fighting this mosquito, have we learned nothing about how to effectively fight it? One of the main pillars for controlling a vector such as Aedes, which represents a public health emergency for the country - in addition to the direct control measures taken by the state, such as inspection - is the pillar of communication. This pillar, more than audiovisual campaigns - formerly broadcast only on open television channels, printed newspapers and pamphlets, and currently inserted and developed for social networks such as Instagram, WhatsApp and TikTok - is also composed of strategies that drive these campaigns aiming to bring them closer to the target audience and make them more accessible, understandable and capable of mobilizing the interlocutor to take an attitude in this given situation. This dissertation makes a temporal cut precisely of the overlap of the COVID-19 pandemic and the dengue, zika and chikungunya epidemics, between the years 2018 and 2021. Thus, the use of the digital marketing tool Call to Action on Instagram was analyzed on the Instagram of the Ministry of Health in the period cited. The research is exploratory with a quali-quantitative approach, fulfilling a theoretical analysis of Ministry's communication in publications focused on dengue, zika and chikungunya. After synthesizing and systematizing this content, two scientific articles were produced. The first with a quantitative focus, evaluated that, in the total of 187 publications analyzed, 168 of these used the CTA tool. This research points out that, despite the large number of published CTAs, their use does not comply with the criteria for creating effective and efficient CTAs. The second article was produced with a qualitative approach, based on the French Discourse Analysis approach, pointing out semantic choices and language connotations present in the CTAs of two campaigns chosen for analysis.”

BANKING MEMBERS:
Presidente - 1701960 - ANA VALERIA MACHADO MENDONCA
Externa ao Programa - 1327008 - FERNANDA VASQUES FERREIRA
Interna - 1425024 - MARIA FATIMA DE SOUSA
Externa à Instituição - PATRÍCIA MONTEIRO CRUZ MENDES - UFPB