COVID-19 on Instagram
health authorities’ strategic communication practices during the pandemic
DOI:
https://doi.org/10.4000/cp.11288Keywords:
health and communication, information resilienceAbstract
Little attention is being paid to public health organizations as content producers in social media during the COVID-19 pandemic. This article aims at analysing the strategic communication practices of health authorities on Instagram (IG) in the face of informational challenges caused by the pandemic. It seeks to demonstrate the role of IG in the development of information resilience. A content analysis of the following profiles was carried out: World Health Organization, WHO/Europe, the Pan American Health Organization, the National Health Service of Portugal, and Brazil's Ministry of Health. It was possible to observe the role that these profiles can play in the reconstruction of the health information scenario, based on a strategic approach centered on practices of orientation and collective mobilization, based on accurate information and shared feelings.
Downloads
References
Bardin, L. (2011). Análise de conteúdo - Edição revista e ampliada. São Paulo: Edições 70.
Brasileiro, F. S. (2019). Resiliência informacional em redes sociais virtuais: práticas colaborativas, emoções e mobilidade. João Pessoa: Editora UFPB.
Chandrasekaran, N., Gressick, K., Singh, V., Kwal, J., Cap, N., Koru-Sengul, T., & Curry, C. L. (2017). The utility of social media in providing information on Zika virus. Cureus, 9(10), e1792. DOI: 10.7759/cureus.1792
Chew, C., & Eysenbach, G. (2010). Pandemics in the age of Twitter: Content analysis of tweets during the 2009 H1N1 outbreak. PLoS ONE, 5(11), e14118. DOI:10.1371/journal.pone.0014118
Cinelli, M., Quattrociocchi, W., Galeazzi, A. et al. (2020).The COVID-19 social media infodemic. Sci Rep 10, 16598. DOI: 10.1038/s41598-020-73510-5
Collins, R. (2004). Interaction ritual chains. New Jersey: Princeton. DOI : 10.1515/9781400851744
Costa-Sánchez, C., & López-García, X. (2020). Comunicación y crisis del coronavirus en España: Primeras lecciones. El Profesional de La Información, 29(3), e290304. DOI:10.3145/epi.2020.may.04
Direção Geral de Saúde. (2020). Direção Geral de Saúde. Disponível em https://tinyurl.com/yy4wr75s [Consulta a junho 1, 2020].
Ekbia, H. R. (2009). Information in action: A situated view. Proceedings of the American Society for Information Science and Technology, 46(1), 1–11. DOI: 10.1002/meet.2009.1450460233
Eriksson, M. (2018). Lessons for crisis communication on social media: A systematic review of what research tells the practice. International Journal of Strategic Communication, 12(5), 526–551. DOI: 10.1080/1553118X.2018.1510405
Eysenbach, G. (2020). How to fight an infodemic: The four pillars of infodemic management the World Health Organization declares an infodemic and crowdsources a framework. JMIR, 22(6), 21820. DOI:10.2196/21820
Fung, I. C. H., Blankenship, E. B., Ahweyevu, J. O., Cooper, L. K., Duke, C. H., Carswell, S. L., Jackson ... Tse, Z. T. H. (2018). Public health implications of image-based social media: A systematic review of Instagram, Pinterest, Tumblr, and Flickr. The Permanente Journal, 24, 1–10. DOI: 10.7812/TPP/18.307
Guidry, J. P. D., Jin, Y., Orr, C. A., Messner, M., & Meganck, S. (2017). Ebola on Instagram and Twitter: How health organizations address the health crisis in their social media engagement. Public Relations Review, 43(3), 477–486. DOI:10.1016/j.pubrev.2017.04.009
García-Marín, D., & Aparici, R. (2019). Estrategias de la posverdad y política cyborg. In R. Aparici & D. García-Marín (Coords.), La posverdad: Una cartografia de los médios, las redes y la política (pp. 115–130). Barcelona: Gedisa.
Goldsmith, D. J. (2001). A normative approach to the study of uncertainty and communication. Journal of Communication, 51(3), 514–533. DOI:10.1111/j.1460-2466.2001.tb02894.x
Hallahan, K., Holtzhausen, D., van Ruler, B., Verčič, D., & Sriramesh, K. (2007). Defining strategic communication. International Journal of Strategic Communication, 1(1), 3–35. DOI: 10.1080/15531180701285244
Instagram. (2020). Fornecer informação, segurança e apoio às pessoas no Instagram. Disponível em https://tinyurl.com/y4xexqry [Consultado em junho 30, 2020].
Jee, Y. (2020). WHO international health regulations emergency committee for the COVID-19 outbreak. Epidemiology and Health, 42, e2020013. DOI:10.4178/epih.e2020013
Kakutani, M. (2019). La muerte de la verdad: Notas sobre la falsedad en la era Trump. Barcelona: Galáxia Gutemberg.
Karlova, N. A., & Fisher, K. E. (2013). A social diffusion model of misinformation and disinformation for understanding human information behaviour. Information Research, 18(1), 17. paper 573. Disponível em http://InformationR.net/ir/18-1/paper573.html. [Consultado em maio 12, 2020].
Karulin, B. (2019). Instabro (5.3.3). Apple Store. https://instabro.app
Laestadius, L., Wang, Y., Ben Taleb, Z., Kalan, M. E., Cho, Y., & Manganello, J. (2020). Online National Health Agency mask guidance for the public in light of COVID-19: A content analysis. JMIR Public Health and Surveillance, 6(2), e19501. DOI:10.2196/19501
Limaye, R. J., Sauer, M., Ali, J., Bernstein, J., Wahl, B., Barnhill, A., & Labrique, A. (2020). Building trust while influencing online COVID-19 content in the social media world. The Lancet Digital Health, 2(6), e277–e278. DOI: 10.1016/S2589-7500(20)30084-4
Lin, Y. H., Liu, C. H., & Chiu, Y. C. (2020). Google searches for the keywords of “wash hands” predict the speed of national spread of COVID-19 outbreak among 21 countries. Brain, Behavior, and Immunity, 87, 30-32. DOI: 10.1016/j.bbi.2020.04.020
Lloyd, A. (2014). Building information resilience: How do resettling refugees connect with health information in regional landscapes - Implications for health literacy. Australian Academic and Research Libraries, 45(1), 48–66. DOI:10.1080/00048623.2014.884916
Lwin, M. O., Lu, J., Sheldenkar, A., & Schulz, P. J. (2018). Strategic uses of Facebook in Zika outbreak communication: Implications for the crisis and emergency risk communication model. International Journal of Environmental Research and Public Health, 15(9), 1974. DOI:10.3390/ijerph15091974
Martin, S., Karafillakis, E., Preet, R., & Wilder-Smith, A. (2020). The pandemic of social media panic travels faster than the COVID-19 outbreak. Journal of Travel Medicine, 27(3), taaa031. DOI: 10.1093/jtm/taaa031
McIntyre, L. (2018). Posverdad. Barcelona: Cátedra.
Medford, R. J., Saleh, S. N., Sumarsono, A., Perl, T. M., & Lehmann, C. U. (2020). An “infodemic”: Leveraging high-volume Twitter data to understand early public sentiment for the coronavirus disease 2019 outbreak, Open Forum Infectious Diseases, 7(7), ofaa258. DOI:10.1093/ofid/ofaa258
DOI : 10.1093/ofid/ofaa258
Merchant, R. M., & Lurie, N. (2020). Social media and emergency preparedness in response to novel coronavirus. Journal of the American Medical Association, 323(20), 2011-2012. DOI: 10.1001/jama.2020.4469
Mitrović, M. (2019). Strategic communication concept implemented through the corporate political activities: Suggested strategy modeling. Strategic Management, 24(4), 13–20. DOI: 10.5937/straman1904013m
Nazir, M., Hussain, I., Tian, J., Akram, S., Mangenda Tshiaba, S., Mushtaq, S., & Shad, M. A. (2020). A multidimensional model of public health approaches against COVID-19. International Journal of Environmental Research and Public Health, 17(11), 1–11. DOI: 10.3390/ijerph17113780
Ninjalitics. (2020). Ninjalitics. Disponível em https://www.ninjalitics.com [Consultado em setembro 20, 2020].
O’Brien, M., Moore, K., & McNicholas, F. (2020). Social media spread during Covid-19: The pros and cons of likes and shares. Irish Medical Journal, 113(4), 52. Recuperado de https://tinyurl.com/y2vhq33m [Acedido em maio, 27, 2020].
Orlikowski, W. J., & Scott, S. V. (2015). Exploring material-discursive practices. Journal of Management Studies, 52(5), 697–705. DOI: 10.1111/joms.12114
Pennycook, G., McPhetres, J., Zhang, Y., & Rand, D. (2020). Fighting COVID-19 misinformation on social media: Experimental evidence for a scalable accuracy nudge intervention. Psychological Science, 31(7), 770-780. DOI:10.1177/0956797620939054
Pinto, P. A., Antunes, M. J. L., & Almeida, A. M. P. (2020). Instagram as a communication tool in public health: a systematic review. 2020 15th Iberian Conference on Information Systems and Technologies (CISTI), 1–6. DOI: 10.23919/CISTI49556.2020.9140809. Disponível em https://ieeexplore.ieee.org/document/9140809. [Consultado em julho 2, 2020]. DOI : 10.23919/CISTI49556.2020.9140809
Recuero, R., & Soares, F. B. (2020). O discurso desinformativo sobre a cura do COVID-19 no Twitter: Estudo de caso. E-Compós. DOI:10.30962/ec.2127
Ribeiro, F. (2010). Da mediação passiva à mediação pós-custodial: o papel da Ciência da Informação na sociedade em rede. Informação & Sociedade: Estudos, 20(1), 63–70. Disponível em https://periodicos.ufpb.br/ojs2/index.php/ies/article/view/4440 [Consultado em setembro, 25, 2020]
Rovetta, A., & Bhagavathula, A. S. (2020). Global Infodemiology of COVID-19 : Focus on Google web searches and Instagram hashtags. JMIR, 22(8), e20673. DOI:10.2196/20673
Schatzki, T. (2016). Practice theory as flat ontology. In G. Spaargren, D. Weenink & M. Lamers (Coords.), Practice theory and research: Exploring the dynamics of social life (pp. 28–42). New York: Routledge.
Seltzer, E. K., Jean, N. S., Kramer-Golinkoff, E., Asch, D. A., & Merchant, R. M. (2015). The content of social media’s shared images about Ebola: A retrospective study. Public Health, 129(9), 1273–1277. DOI: 10.1016/j.puhe.2015.07.025
Statista. Number of monthly active Instagram users 2013-2018 [Internet]. 2019. Available from: https://www.statista.com/statistics/253577/number-of-monthly-active-instagram-users/
Tang, L., Bie, B., Park, S. E., & Zhi, D. (2018). Social media and outbreaks of emerging infectious diseases: A systematic review of literature. American Journal of Infection Control, 46(9), 962–972. DOI:10.1016/j.ajic.2018.02.010
Vassallo, A. J., Kelly, B., Zhang, L., Wang, Z., Young, S., & Freeman, B. (2018). Junk food marketing on Instagram: Content analysis. JMIR, 20(6), 1–19. DOI: 10.2196/publichealth.9594
Villegas-Tripiana, I., Villalba-Diaz, A., & López-Villegas, A. (2020). Análisis de la información sobre COVID-19 en sitios web de organizaciones públicas sanitarias. Revista Española De Comunicación En Salud, 1, 234-342. DOI: 10.20318/recs.2020.5437
World Health Organization. (2018). Comunicação de riscos em emergências de saúde pública: Um guia da WHO para políticas e práticas em comunicação de risco de emergência. Genebra: World Health Organization.
Zarei, K., Farahbakhsh, R., Crespi, N., & Tyson, G. (2020-no prelo). A first Instagram dataset on COVID-19. arXiv preprint arXiv:2004.12226. DOI: 10.13140/RG.2.2.13968.15364
Zhao, Y., & Xu, H. (2020). Chinese public attention to COVID-19 epidemic: Based on social media: Observational descriptive study. JMIR, 22(5), e18825. DOI: 10.2196/18825
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Os conteudos da Comunicação Publica estão licenciados com uma licença Creative Commons - Atribuição-NãoComercial 4.0 Internacional.
