A comunicação da Direção Geral de Saúde no Instagram e no Facebook durante a pandemia da Covid-19

Abstract

Social Media networks in recent times have developed more and more and have gained a great importance and relevance in organizations, in addition to the adoption of new features. Furthermore, they have become a place for sharing opinions and spreading the message, since they are easily and quickly accessible. With the Covid-19 pandemic that was experienced over the last few years, and that is still mentioned and remembered today, health organizations had to adapt to reality and due to the large audience that social media networks have, instruct the population about the virus and its prevention, through them.In Portugal, the Directorate General of Health was considered the main source of information about Covid-19 and with the Portuguese population wanting to know what was happening daily, there had to be an internal restructuring to be able to respond quickly to what was happening.The objective of this internship report is to evaluate the communication of the Directorate General of Health on the social media networks Instagram and Facebook, during the Covid-19 pandemic. It is also intended to understand the perception that the public had about the work done by the DGS on its social networks, and how important social networks were for the dissemination of the message about the virus.Thus, a case study of the Directorate-General of Health was conducted, more specifically regarding the importance of using social media to promote the Covid-19 virus, and through the application of a questionnaire survey and interviews with the heads of the Communication and Public Relations department and the Literacy, Health, and Wellness department, it was possible to confirm that social media were indeed very important in the communication of the DGS.As a main conclusion, it was recognized the importance that social media networks, namely Instagram and Facebook had in the dissemination of the message and the fastest of the prevention measures against Covid-19. Not to mention the importance they had in being the link between the public and the Directorate General of Health.

Date of Award	23 Mar 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)