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Authors
Abstract(s)
As redes sociais nos últimos tempos têm-se desenvolvido cada vez mais e tem ganho uma
grande importância e relevância nas organizações, juntamente com a adoção de novas
funcionalidades. Para além disso tornaram-se num local de partilha de opiniões e divulgação
da mensagem, já que são de acesso fácil e rápido. Com a pandemia da Covid-19, que foi
vivida ao longo dos últimos anos, e que atualmente ainda é mencionada e recordada, as
organizações de saúde tiveram de adaptar-se à realidade e devido ao grande público que as
redes sociais possuí, instruir a população sobre o vírus e a sua prevenção, através das
mesmas.
O objetivo do presente relatório de estágio é avaliar a comunicação da Direção Geral de
Saúde nas redes sociais Instagram e Facebook, durante a pandemia da Covid-19. Pretendese também compreender a perceção que o público teve sobre o trabalho feito pela DGS nas
suas redes sociais, e de que forma é que as redes sociais foram importantes para a divulgação
da mensagem sobre o vírus.
Foi assim realizado um estudo de caso da Direção Geral de Saúde, mais especificamente ao
nível da importância da utilização das redes sociais, no âmbito da promoção do vírus da
Covid-19 e através da aplicação de um inquérito por questionário e de entrevistas aos
responsáveis do departamento de Comunicação e Relações Públicas e do departamento da
Literacia, Saúde e Bem-estar, foi possível confirmar que as redes sociais de facto foram
muito importantes na comunicação da DGS.
Como principal conclusão, reconheceu-se a importância que as redes sociais, nomeadamente
o Instagram e Facebook tiveram na divulgação da mensagem e na mais rápida das medidas
de prevenção contra a Covid-19. Já para não mencionar na importância que tinham em ser a
ligação entre o público e a Direção Geral de Saúde.
Social Media networks in recent times have developed more and more and have gained a great importance and relevance in organizations, in addition to the adoption of new features. Furthermore, they have become a place for sharing opinions and spreading the message, since they are easily and quickly accessible. With the Covid-19 pandemic that was experienced over the last few years, and that is still mentioned and remembered today, health organizations had to adapt to reality and due to the large audience that social media networks have, instruct the population about the virus and its prevention, through them. In Portugal, the Directorate General of Health was considered the main source of information about Covid-19 and with the Portuguese population wanting to know what was happening daily, there had to be an internal restructuring to be able to respond quickly to what was happening. The objective of this internship report is to evaluate the communication of the Directorate General of Health on the social media networks Instagram and Facebook, during the Covid19 pandemic. It is also intended to understand the perception that the public had about the work done by the DGS on its social networks, and how important social networks were for the dissemination of the message about the virus. Thus, a case study of the Directorate-General of Health was conducted, more specifically regarding the importance of using social media to promote the Covid-19 virus, and through the application of a questionnaire survey and interviews with the heads of the Communication and Public Relations department and the Literacy, Health, and Wellness department, it was possible to confirm that social media were indeed very important in the communication of the DGS. As a main conclusion, it was recognized the importance that social media networks, namely Instagram and Facebook had in the dissemination of the message and the fastest of the prevention measures against Covid-19. Not to mention the importance they had in being the link between the public and the Directorate General of Health.
Social Media networks in recent times have developed more and more and have gained a great importance and relevance in organizations, in addition to the adoption of new features. Furthermore, they have become a place for sharing opinions and spreading the message, since they are easily and quickly accessible. With the Covid-19 pandemic that was experienced over the last few years, and that is still mentioned and remembered today, health organizations had to adapt to reality and due to the large audience that social media networks have, instruct the population about the virus and its prevention, through them. In Portugal, the Directorate General of Health was considered the main source of information about Covid-19 and with the Portuguese population wanting to know what was happening daily, there had to be an internal restructuring to be able to respond quickly to what was happening. The objective of this internship report is to evaluate the communication of the Directorate General of Health on the social media networks Instagram and Facebook, during the Covid19 pandemic. It is also intended to understand the perception that the public had about the work done by the DGS on its social networks, and how important social networks were for the dissemination of the message about the virus. Thus, a case study of the Directorate-General of Health was conducted, more specifically regarding the importance of using social media to promote the Covid-19 virus, and through the application of a questionnaire survey and interviews with the heads of the Communication and Public Relations department and the Literacy, Health, and Wellness department, it was possible to confirm that social media were indeed very important in the communication of the DGS. As a main conclusion, it was recognized the importance that social media networks, namely Instagram and Facebook had in the dissemination of the message and the fastest of the prevention measures against Covid-19. Not to mention the importance they had in being the link between the public and the Directorate General of Health.
Description
Keywords
Covid-19 Redes sociais Instagram Facebook Comunicação de crise Comunicação em saúde Estratégias de comunicação Comunicação estratégica Social media networks Crisis communication Health communication Communication strategies Strategic communication