COMUNICAÇÃO E SAÚDE: interações do Ministério da Saúde com os usuários das redes sociais na internet

Abstract

Analysis of the communication policy of the Ministry of Health on social networks on the Internet. The research focuses on the interactions in the virtual environment between users and the Ministry of Health about public health policies. In a mediated and networked society, the Ministry has the challenge to change its communication logics historically driven by unidirectional campaigner model. In this sense, the intention is to discuss the potential and limits of social participation in social media related to the cycle of public health policies. For this, the empirical object used in this study is the interaction on the first stage of the vaccination campaign against HPV (Human Papillomavirus) in the Ministry of Health fanpage on Facebook social networking site held in 2014. In order to understand this communication policy and these interactions, this study puts into context the social struggles for the construction of the Unified Health System (SUS); the formation of the Communication and Health field; and the National Policy on Social Participation of the Federal Government to the digital environment. The paper uses the theoretical and methodological framework of Social Theory of Discourse and Bourdieu s notions of field and symbolic power.