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Comunicação online para a saúde cardiovascular: a mensagem das entidades públicas de saúde e de cardiologia portuguesas e a sua receção por residentes do concelho de Lisboa
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Autores
Orientador(es)
Resumo(s)
A comunicação é, de acordo com a revisão da literatura, um pilar para a saúde, funcionando
como um reforço na promoção da saúde e na prevenção e tratamento da doença. As redes
sociais online e os websites têm sido utilizados neste sentido, existindo, no entanto, algumas
relutâncias quanto à sua viabilidade, tendo em conta que são ferramentas relativamente
recentes e existe uma certa desconfiança que as envolve. As doenças cardiovasculares são as
principais causas de morte em Portugal e em todo o mundo.
Esta tese propõe-se a caracterizar a mensagem presente no Facebook e nos websites de
três entidades públicas de saúde e três organizações cardiovasculares portuguesas, bem como
o seu potencial retórico. Adicionalmente, identificam-se as melhores práticas destacadas pelos
emissores e as preferências dos recetores – residentes do concelho de Lisboa.
A investigação apoia-se no método misto, incluindo a análise de conteúdo, a análise de
websites, a análise retórica, a entrevista e o inquérito por questionário. Ancorou-se no
funcionalismo e no interpretativismo, no domínio da epistemologia e, quanto às teorias, na
teoria dos usos e gratificações, na teoria da retórica, no modelo encoding-decoding, no framing,
no modelo de crenças em saúde e no modelo transteórico para a mudança de comportamento.
Entre os resultados, anota-se a atenção das entidades emissoras em querer informar,
mantendo uma lógica pedagógica que se sobrepõe a uma lógica influenciadora de
comportamentos saudáveis. Além disso, identifica-se um valor direcional da mensagem
significativamente neutral, que desvenda um uso envergonhado dos apelos às emoções. No
entanto, o Facebook e websites são considerados ferramentas promissoras no reforço para a
mudança para comportamentos saudáveis, considerando as respostas dos inquiridos e
cumprindo a maioria dos requisitos de veracidade da informação. Assim, entende-se que exista
o uso ativo do Facebook e dos websites no âmbito da comunicação para a saúde cardiovascular,
ainda que recatado, não colocando em prática várias estratégias desenhadas pelas teorias.
Communication is, according to the literature review, a pillar for health, working as a reinforcement in health promotion and disease prevention and treatment. Online social media and websites have been used in this sense, although there are some reluctances regarding their viability, due to their relatively recent tools and a certain mistrust that surrounds them. Cardiovascular diseases are the main causes of death in Portugal and worldwide. This thesis aims to characterize the message present on Facebook and on the websites of three public health entities and three Portuguese cardiovascular organizations, as well as its rhetorical potential. Additionally, the best practices highlighted by the issuers and the preferences of the receivers – residents of the municipality of Lisbon – are identified. The investigation is based on the mixed method, including content analysis, website analysis, rhetorical analysis, interview, and questionnaire survey. It was anchored in functionalism and interpretivism, in the domain of epistemology and, in terms of theories, in the theory of uses and gratifications, in the theory of rhetoric, in the encoding-decoding model, in framing, in the health belief model and in the transtheoretical model for behavior change. Among the results, the entities' aim to inform is noticed, maintaining a pedagogical logic that overlaps a logic that influences healthy behaviors. In addition, a significantly neutral directional value of the message is identified, which reveals a shy use of appeals to emotions. However, Facebook and websites are considered promising tools in reinforcing the change to healthy behaviors, considering the respondents' responses, and fulfilling most of the information veracity requirements. Thus, it is understood that there is an active use of Facebook and websites in the context of communication for cardiovascular health, even if modest, not putting into practice various strategies designed by theories.
Communication is, according to the literature review, a pillar for health, working as a reinforcement in health promotion and disease prevention and treatment. Online social media and websites have been used in this sense, although there are some reluctances regarding their viability, due to their relatively recent tools and a certain mistrust that surrounds them. Cardiovascular diseases are the main causes of death in Portugal and worldwide. This thesis aims to characterize the message present on Facebook and on the websites of three public health entities and three Portuguese cardiovascular organizations, as well as its rhetorical potential. Additionally, the best practices highlighted by the issuers and the preferences of the receivers – residents of the municipality of Lisbon – are identified. The investigation is based on the mixed method, including content analysis, website analysis, rhetorical analysis, interview, and questionnaire survey. It was anchored in functionalism and interpretivism, in the domain of epistemology and, in terms of theories, in the theory of uses and gratifications, in the theory of rhetoric, in the encoding-decoding model, in framing, in the health belief model and in the transtheoretical model for behavior change. Among the results, the entities' aim to inform is noticed, maintaining a pedagogical logic that overlaps a logic that influences healthy behaviors. In addition, a significantly neutral directional value of the message is identified, which reveals a shy use of appeals to emotions. However, Facebook and websites are considered promising tools in reinforcing the change to healthy behaviors, considering the respondents' responses, and fulfilling most of the information veracity requirements. Thus, it is understood that there is an active use of Facebook and websites in the context of communication for cardiovascular health, even if modest, not putting into practice various strategies designed by theories.
Descrição
Tese especialmente elaborada para obtenção do grau de Doutor em Ciências da Comunicação
Palavras-chave
Facebook; websites; doenças cardiovasculares; eliteracia em saúde; apelo retórico; communication for health; Facebook; websites; cardiovascular diseases; health elite; rhetorical appeal.