A comunicação pública durante a pandemia da Covid-19 no Plano SP
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Data
2022-09-12
Autores
Silva, Ana Beatriz Grandini Casali da
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Universidade Estadual Paulista (Unesp)
Resumo
Ao considerar a comunicação pública como aquela estabelecida no âmbito coletivo e que se desenvolve a partir da interação de atores como o poder público, os cidadãos, as entidades do terceiro setor e o setor privado, é possível compreender e avaliar a importância de uma gestão preparada para mediar crises políticas, econômicas, sociais e sanitárias. Desde o início da pandemia da covid-19 no Brasil, a comunicação pública teve amplo protagonismo como relevante estratégia de informação e sensibilização acerca das medidas de prevenção necessárias para o enfrentamento ao vírus. Nesse contexto, esta dissertação busca compreender e analisar a comunicação pública desenvolvida no contexto do Plano SP por parte do Governo do Estado e regiões-sede para informar e sensibilizar a cidadania sobre a pandemia da covid-19. Para tanto, foi desenvolvido um estudo das redes sociais – no caso, o Facebook – do Governo de São Paulo e das prefeituras das cidades-sede das 17 regiões do Plano SP de retomada consciente da economia durante a pandemia da covid-19. Para isso, houve a realização de análise hermenêutica de profundidade para compreensão dos contextos político, social e econômico da pandemia, complementada com a análise de conteúdo mediante a definição de três categorias e 14 subcategorias que objetivaram verificar a temática e o objetivo das mensagens, os elementos de comunicação pública digital e a existência ou inexistência da utilização de estratégias que possibilitam uma comunicação voltada para a cidadania. Na apresentação dos resultados obtidos, foi possível observar que, de modo geral, a maioria das páginas analisadas focou as atenções para as subcategorias sensibilização e comunicação em tempo real, além de não terem sido observadas diferenças significativas quanto aos elementos de comunicação pública digital.
Considering the public communication as the one stablished at a collective level and which develops itself from the interactions between State, citizens, third-sector entities and the private sector, it is possible to comprehend and measure the importance of a prepared management program to deal with political, financial, social and sanitary crisis. Since the beginning of the COVID-19 pandemic in Brazil, public communication had a broad role as a relevant information and awareness strategy regarding the prevention measures needed for the confrontation against the virus. In this context, this thesis seeks to comprehend and analyze the public communication developed in the "Plano SP" by the State Government and host cities to inform and bring awareness to the COVID-19 pandemic. Therefore, a study on social media - in this case, Facebook - in the São Paulo Government and other City Halls in host cities in the 17 regions of the "Plano SP" was developed regarding a conscious revival of the economy during the COVID-19 pandemic. To reach this result, an in-depth hermeneutic analysis was done to comprehend the political, social and economic contexts of the pandemic, complemented with an analysis of the content through the definition of 3 categories and 14 subcategories that aimed to check the thematic and objective of these messages, the elements of digital public communication and the existence or the nonexistence of the usage of strategies that build a citizenship-oriented communication. In the presentation of the obtained results, it was possible to observe that, in general, most analyzed pages focused their attention into the awareness and communication subcategories in real time, in addition no significative differences were observed regarding the elements of digital public communication
Considering the public communication as the one stablished at a collective level and which develops itself from the interactions between State, citizens, third-sector entities and the private sector, it is possible to comprehend and measure the importance of a prepared management program to deal with political, financial, social and sanitary crisis. Since the beginning of the COVID-19 pandemic in Brazil, public communication had a broad role as a relevant information and awareness strategy regarding the prevention measures needed for the confrontation against the virus. In this context, this thesis seeks to comprehend and analyze the public communication developed in the "Plano SP" by the State Government and host cities to inform and bring awareness to the COVID-19 pandemic. Therefore, a study on social media - in this case, Facebook - in the São Paulo Government and other City Halls in host cities in the 17 regions of the "Plano SP" was developed regarding a conscious revival of the economy during the COVID-19 pandemic. To reach this result, an in-depth hermeneutic analysis was done to comprehend the political, social and economic contexts of the pandemic, complemented with an analysis of the content through the definition of 3 categories and 14 subcategories that aimed to check the thematic and objective of these messages, the elements of digital public communication and the existence or the nonexistence of the usage of strategies that build a citizenship-oriented communication. In the presentation of the obtained results, it was possible to observe that, in general, most analyzed pages focused their attention into the awareness and communication subcategories in real time, in addition no significative differences were observed regarding the elements of digital public communication
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Palavras-chave
Comunicação Pública, Plano SP, Pandemia, Cidadania, Covid-19, Public communication, Pandemic, Citizenship