Suchergebnisse

The authorization for the vaccine against COVID-19 and the beginning of the vaccination in the European Union represent a very singular moment in several dimensions, including strategic communication. In the context of a pandemic and an infodemic - an epidemic also recognized by the World Health Organization (WHO) characterized by the abnormal increase of information on a given subject carrying the risk of severe disinformation phenomena - the need for authorities (both Portuguese and European) to convey accurate information and to maintain a communicative proximity is crucial. In these circumstances, online social networks represent ineluctable channels to deliver official information. In this article, we analyze how the European Commission, the European Medicines Agency (EMA), the WHO Regional Office for Europe, the European Centre for Disease Prevention and Control, the Representation of the European Commission in Portugal, the Portuguese Government, the Portuguese Directorate-General of Health, and the Portuguese National Health Service have used Facebook, Instagram, Twitter and LinkedIn to communicate the vaccination during one month since the EMA's authorization (21st December 2020). All posts from the referred sources on the four social networks (719 occurrences) were collected and content analysis methods were then applied. The results show that both Portuguese and European official sources use social media to convey authoritative information about the vaccination against Covid-19: more than one third of the posts analyzed link to institutional websites and more than half the publications have an informative framing. On the other hand, the analyze suggests that there is a strong political capitalization of the momentum of hope. This exploratory study case shows the importance of social media analysis in the context of the COVID-19 ; Este trabalho é financiado por fundos nacionais através da FCT – Fundação para a Ciência e a Tecnologia, I.P., no âmbito do projeto UIDB/00736/2020 (financiamento base) e ...

The covid-19 pandemic poses complex challenges to governments and health authorities all around the globe. Institutions have to cope simultaneously with the efforts to control the dissemination of the disease and the need to undertake articulated health communication procedures. This communication process is challenging to manage, due to the considerable uncertainty of the available information, the increase in misinformation stemming from a scattered (and often unmediated) mediascape, and some social groups' resistance to adhere to the recommended preventive measures. Vaccination emerges as a topic that fuels extreme positions — on the one side, the eagerness for vaccine availability (which encourages illicit attempts to get it); on the other, the obstinate refusal of vaccination (based on theories with no medical-scientific grounds). In this context, we aim to assess how the leading Portuguese governmental and health institutions communicate with their audiences in the digital environment through their official websites and online social networks. In five websites and four online social networks used by the chosen sources, we have collected the content about vaccination published between the announcement of the authorisation of the first vaccine and the beginning of the administration of the second round to health professionals. Then we have applied content analysis methodology to the corpus of this case study. The results have shown that the primary Portuguese official sources give themselves the floor regarding the covid-19 vaccination process, addressing three main themes using an eminently informative frame: vaccine administration, priority groups definition and a general approach to the vaccine. Bearing in mind health communication's primary goals — engage, empower and influence citizens — we conclude that Portuguese official sources have promoted conservative forms of communication, potentially missing the opportunity to foster a more pedagogical and customised digital communication. ; A pandemia por ...

A pandemia por covid-19 tem colocado complexos desafios às instituições governamentais e de saúde em todo o mundo. Para além da dificuldade em controlar a disseminação da infeção, as instituições têm de encetar um processo de comunicação de saúde particularmente difícil de gerir, por causa do elevado grau de incerteza associado à informação de que dispõem, do aumento da desinformação resultante de um ambiente mediático pulverizado (e, muitas vezes, sem mediador) e da resistência de alguns grupos da sociedade em aderir às medidas preventivas recomendadas. A vacinação surge, pois, como um tema que alimenta posições extremas — desde a ânsia pela sua disponibilidade (que potencia tentativas ilícitas de obtenção da vacina) até à sua recusa intransigente (baseada em teorias sem fundamentação médico-científica). Neste enquadramento, pretendemos avaliar a forma como as fontes oficiais — as principais instituições governamentais e de saúde portuguesas — comunicam com os seus públicos em ambiente digital, nomeadamente através dos websites e das redes sociais online. Para isso, foram recolhidos os conteúdos sobre vacinação publicados em cinco sites e quatro páginas nas redes utilizadas pelas fontes analisadas, no período compreendido entre o anúncio da autorização da primeira vacina e o arranque da administração da segunda dose aos profissionais de saúde. O material em estudo foi examinado através de técnicas de análise de conteúdo. Os resultados revelaram que as principais fontes oficiais portuguesas chamam a si o protagonismo em torno da vacinação contra a covid-19, que declinam em três temas fundamentais — administração, definição de grupos prioritários e abordagens genéricas, através de conteúdos com um enquadramento maioritariamente informativo. Atendendo a que a comunicação de saúde tem como objetivos envolver, capacitar e influenciar os indivíduos, concluímos que as fontes oficiais promoveram formas de comunicação conservadoras, perdendo potencialmente a oportunidade de fomentar uma comunicação em ambiente digital mais pedagógica e personalizada. ; The covid-19 pandemic poses complex challenges to governments and health authorities all around the globe. Institutions have to cope simultaneously with the efforts to control the dissemination of the disease and the need to undertake articulated health communication procedures. This communication process is challenging to manage, due to the considerable uncertainty of the available information, the increase in misinformation stemming from a scattered (and often unmediated) mediascape, and some social groups' resistance to adhere to the recommended preventive measures. Vaccination emerges as a topic that fuels extreme positions — on the one side, the eagerness for vaccine availability (which encourages illicit attempts to get it); on the other, the obstinate refusal of vaccination (based on theories with no medical-scientific grounds). In this context, we aim to assess how the leading Portuguese governmental and health institutions communicate with their audiences in the digital environment through their official websites and online social networks. In five websites and four online social networks used by the chosen sources, we have collected the content about vaccination published between the announcement of the authorisation of the first vaccine and the beginning of the administration of the second round to health professionals. Then we have applied content analysis methodology to the corpus of this case study. The results have shown that the primary Portuguese official sources give themselves the floor regarding the covid-19 vaccination process, addressing three main themes using an eminently informative frame: vaccine administration, priority groups definition and a general approach to the vaccine. Bearing in mind health communication's primary goals — engage, empower and influence citizens — we conclude that Portuguese official sources have promoted conservative forms of communication, potentially missing the opportunity to foster a more pedagogical and customised digital communication.

A pandemia por covid-19 tem colocado complexos desafios às instituições governamentais e de saúde em todo o mundo. Para além da dificuldade em controlar a disseminação da infeção, as instituições têm de encetar um processo de comunicação de saúde particularmente difícil de gerir, por causa do elevado grau de incerteza associado à informação de que dispõem, do aumento da desinformação resultante de um ambiente mediático pulverizado (e, muitas vezes, sem mediador) e da resistência de alguns grupos da sociedade em aderir às medidas preventivas recomendadas. A vacinação surge, pois, como um tema que alimenta posições extremas — desde a ânsia pela sua disponibilidade (que potencia tentativas ilícitas de obtenção da vacina) até à sua recusa intransigente (baseada em teorias sem fundamentação médico-científica). Neste enquadramento, pretendemos avaliar a forma como as fontes oficiais — as principais instituições governamentais e de saúde portuguesas — comunicam com os seus públicos em ambiente digital, nomeadamente através dos websites e das redes sociais online. Para isso, foram recolhidos os conteúdos sobre vacinação publicados em cinco sites e quatro páginas nas redes utilizadas pelas fontes analisadas, no período compreendido entre o anúncio da autorização da primeira vacina e o arranque da administração da segunda dose aos profissionais de saúde. O material em estudo foi examinado através de técnicas de análise de conteúdo. Os resultados revelaram que as principais fontes oficiais portuguesas chamam a si o protagonismo em torno da vacinação contra a covid-19, que declinam em três temas fundamentais — administração, definição de grupos prioritários e abordagens genéricas, através de conteúdos com um enquadramento maioritariamente informativo. Atendendo a que a comunicação de saúde tem como objetivos envolver, capacitar e influenciar os indivíduos, concluímos que as fontes oficiais promoveram formas de comunicação conservadoras, perdendo potencialmente a oportunidade de fomentar uma comunicação em ambiente digital mais pedagógica e personalizada. ; The covid-19 pandemic poses complex challenges to governments and health authorities all around the globe. Institutions have to cope simultaneously with the efforts to control the dissemination of the disease and the need to undertake articulated health communication procedures. This communication process is challenging to manage, due to the considerable uncertainty of the available information, the increase in misinformation stemming from a scattered (and often unmediated) mediascape, and some social groups' resistance to adhere to the recommended preventive measures. Vaccination emerges as a topic that fuels extreme positions — on the one side, the eagerness for vaccine availability (which encourages illicit attempts to get it); on the other, the obstinate refusal of vaccination (based on theories with no medical-scientific grounds). In this context, we aim to assess how the leading Portuguese governmental and health institutions communicate with their audiences in the digital environment through their official websites and online social networks. In five websites and four online social networks used by the chosen sources, we have collected the content about vaccination published between the announcement of the authorisation of the first vaccine and the beginning of the administration of the second round to health professionals. Then we have applied content analysis methodology to the corpus of this case study. The results have shown that the primary Portuguese official sources give themselves the floor regarding the covid-19 vaccination process, addressing three main themes using an eminently informative frame: vaccine administration, priority groups definition and a general approach to the vaccine. Bearing in mind health communication's primary goals — engage, empower and influence citizens — we conclude that Portuguese official sources have promoted conservative forms of communication, potentially missing the opportunity to foster a more pedagogical and customised digital communication.