Desinformação anti-vacina: análise comunicacional do grupo o lado obscuro das vacinas
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2021-08-30
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Universidade Federal de Goiás
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In a context of coexistence of anti-vaccine misinformation and pro-vaccine public communication on the social media, this research aims to monitor user activities in the Facebook group “O Lado Obscuro das Vacinas” to understand their communicational dynamics. The intention is, through its publications, to discover what they communicate and how they communicate within this group, as well as to understand at what point the national measles vaccination campaign influenced it.This project seeks to understand the relationship between anti-vaccination misinformation and public communication for vaccination in the light of the theoretical concepts that underlie this work in order to answer the problem question: How does the communicative dynamics of the group “O Lado Obscuro das Vacinas” on Facebook, in a context of coexistence between the Ministério da Saúde’s communication and anti-vaccine misinformation on the social media? The investigation is based on data on vaccine and epidemiological coverage rates, which are obtained from epidemiological reports and bulletins issued by the Ministério da Saúde and the World Health Organization. The contributions of Carvalho (1987), Succi (2018) and Levi (2013) are presented to understand the history of vaccine resistance and hesitation in Brazil and its reasons. As a construction basis for the conceptual theoretical framework, the theoretical perspectives of authors such as McLuhan (1964), Castells (1999), Recuero (2010) and Kerckhove are used to understand the relationship between technology, communication and social networks on the internet. To establish a concept of disinformation, authors D'Ancona (2018), Nyhan and Reifler (2007) and Fallis (2009) are used. Pro-vaccine communication exercised by the Ministério da Saúde is analyzed based on the concept of public communication presented by authors such as Duarte (2009), Kunsch (2012), Koçouski (2012), Silva (2009), Zémor (2009), Mainieri (2016) and Brandão (2009). The methodological approach chosen is the ethnographic one, from the authors Hine (2000), Kozinets (2010) and Fragoso, Recuero and Amaral (2011), used, therefore, to understand the communicational dynamics of the group. Therefore, this research has a qualitative, descriptive type, according to the understanding of Gil (2002) and its corpus of analysis are the publications registered in the year 2019, through the Lighshot screen capture tool. The ethnography is carried out by a categorical thematic analysis based on Bardin's (1977) content analysis methodology in order to analyze the most recurrent topics in the period. In short, it is observed that the discussion in the group was guided by the national measles vaccination campaign, but not in a positive way. There was a considerable impact on the volume and relevance of posts with this theme, but, for the most part, they did not reproduce the scientific discourse of the campaign. Furthermore, the dissemination of potentially uninformative information stands out, as well as the criticism of institutions and personalities recognized as antagonists to the anti-vaccine movement. There is a close relationship between group communication and interest in social capital that could provide power, audience or money to certain actors. There is an apprehension of legal, relational and media elements that involve the theme of vaccination, in addition to the presence of actors, pages and websites that promote or sell alternative medicine treatments and drugs to the detriment of vaccinations, constantly spreading misinformation for this purpose.
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MARQUES, R. B. Desinformação anti-vacina: análise comunicacional do grupo o lado obscuro das vacinas. 2021. 195 f. Dissertação (Mestrado em Comunicação) - Universidade Federal de Goiás, Goiânia, 2021.