Práticas comunicativas em saúde e narrativas sobre o câncer: uma análise das páginas no instagram de instituições do terceiro setor em Sergipe

Abstract

The work carried out in this dissertation began to investigate the communicative practices and the construction of narratives about cancer from the performance of four important institutions of the Third Sector in Sergipe, and that act in favor of the community of oncological patients: the Association of Support to Adult with Cancer of the State of Sergipe (AAACASE), the Friends of Oncology (AMO), the Association of Volunteers to the Oncology Service in Sergipe (AVOSOS), and the Support Group for Children with Cancer of Sergipe (GACC/SE). Within this scenario, these entities form a network of collaboration with actions directed to children and youth communities, adults and the elderly who need attention with regard to cancer and their respective modes of treatment. Based on this premise, we highlight that this research seeks to evaluate the formulation of these communicative practices in social media by the institutions presented, especially Instagram, and how the operationalization of these actions contribute to the dissemination of important information about cancer with the different social groups attended. Therefore, in order to achieve answers, thus pointing out the means and techniques used by these institutions in communication actions inserted in the platform under analysis, we adopted as a methodological perspective the Content Analysis, having as reference the work of Bardin (2016). This procedure was necessary because it allowed us to obtain the necessary results, and from this list the categories of analysis based on the shared content, and through the institutional pages in the investigated social media. Thus, we were able to obtain answers about the communication process of these entities, as well as to understand what are the roles and strategies assumed by communication and health information as a means of promoting cancer care in the state of Sergipe. Thus, when analyzing the communication corresponding to the period from June to November 2021 in Instagram, we could verify the existence of 365 posts, however, considering the multiple media formats in these publications, among cards (images with texts), photos and videos, this percentage was 761. Subsequently, using the Atlas Ti 8.0 and based on the methodological principles adopted, we found that in these communicative practices there was a greater adherence to the production of content with institutional bias, emphasizing the social role of these institutions, society and the cancer community. And as for approaches focused on cancer, we could see the conduct of actions on principles such as awareness and prevention, and building, mainly, a narrative from the testimonies of cancer patients, from the point of view of individual approach to the process of treatment and cure of this pathology.