Instagram (IG) has been used as a health promotion tool by national and international sanitary authorities to tackle COVID-19. The profile of the World Health Organization (WHO) on IG contributed to spread and update information on the new coronavirus prevention This study focus attention on a non-pharmaceutical control measure (face mask in the community) and discusses the adaptation of health authorities from Portugal and Brazil to WHO guidelines on this topic, and how they passed them to citizens. A content analysis of posts from WHO, Portuguese National Health Service (NHS), and the Brazilian Ministry of Health (MH) profiles on IG was carried out, in the first 100 days of the pandemic. The sample is composed of 65 posts - WHO (12), NHS (36) and, MH (17). NHS highlights masks in 8,8% of posts and MH in 3,3%. WHO guidelines followed scientific evidence and prioritized the surgical masks, while NHS and MH adapted the guidelines to regional scenarios (community transmission and difficulty to social distancing) and produced information on non-surgical masks. NHS recommends the use of certified non-surgical masks. MH diverged from WHO guidelines and advised cloth masks. NHS has adopted the preventive approach and the use of celebrities to stress the importance of following its guidelines. MH adopted an institutional approach to encourage adherence to the instructions. Both profiles offered incomplete content on the production, use, disposal, and maintenance of masks.
2007) and her Ph.D. in Communication, in Federal University Fluminense (2015). She is a collaborator of the DigiMedia Research Center. Her research interests are related to 'communication and public health' and 'institutional communication and social media', with emphasis on Instagram and 'regional media'.
Este artigo mapeia as estratégias de atuação do Ministério da Saúde na rede social Instagram. Realizou-se um estudo de caso no período de agosto de 2017 a agosto de 2018 para verificar como o tema da amamentação foi abordado na rede oficial do governo brasileiro para saúde. O corpus tem 65 posts sobre a questão, que foram analisados considerando as métricas de monitoramento das redes sociais: alcance; volume; atividade; engajamento dos usuários e influência do conteúdo junto aos seguidores. Analisando as estratégias de atuação do marketing social e digital identificou-se a falta de interação e resposta aos usuários e a baixa diversidade de representação das mulheres. O levantamento aponta a necessidade de problematizar as práticas do Ministério nesta rede e propor melhorias para ampliar o diálogo com a sociedade.
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