Zika and microcephaly on Fiocruz’s Facebook: the search for dialogue with the population and the action against rumors about the epidemic
DOI:
https://doi.org/10.29397/reciis.v14i1.1792Keywords:
Communication and health, Science Communication, Zika, Microcephaly, Facebook.Abstract
This article analyzes how Oswaldo Cruz Foundation’s page on Facebook approached the epidemic of zika and microcephaly between May 2015 and May 2016. Following procedures of the content analysis, we highlight characteristics of the posts on the topic based on their frequency, frame, format and engagement. We also qualitatively analyze part of the comments of the posts with the highest level of engagement. The results show the great attention received by the theme on the page and bring to evidence the prioritization of the scientific and political-institutional frame, the use of science to confer credibility to the content and the popularity of the posts about rumors among the public. There was also little interaction on the part of Fiocruz and small variation of the formats used in the posts, with prioritization of traditional resources.
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