The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)

Bibliographic Details
Main Author: Garcias, Carlos Mello
Publication Date: 2020
Other Authors: Fonseca, Murilo Noli da, Ferentz, Larissa Maria da Silva, Costa, Nicole Santos Accioly Rodrigues da
Format: Article
Language: por
Source: Liinc em Revista
Download full: http://revista.ibict.br/liinc/article/view/5353
Summary: The spread of the new coronavirus in Brazil meant that there was a substantial increase in the use of the internet due to social isolation at the beginning of the pandemic. Allied to this factor, several public agencies started to share informative content through social media. Thus, it is increasingly necessary to use tools that allow to understand the effectiveness of the disclosures made regarding the coping with the disease. The purpose of the article is to examine the engagement of followers of the official page of the Curitiba City Hall on Facebook, from the analysis of the typology and content of the posts, in addition to the behaviour of the respective public when interacting with such posts, during the first months (between 12/31/2019 and 4/30/2020) of the Covid-19 pandemic in the municipality. The methodology has a quantitative character, using the Facepager software for data collection. After the collection, an analysis was made of the types of content and types of media that the Municipality has adopted, characterizing the publications according to their main theme. As main results, it is observed that the publications increase in an increasing way, together with the number of registered cases and deaths. Nevertheless, the most used media types are photos, as well as the most shared content refer to real-time communication, awareness and education and reporting of activities carried out. It is concluded that the analysis of tools for public use, such as Facebook, is very important for local managers to understand the scope of information in times of crisis
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spelling The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)O engajamento dos usuários do Facebook em relação à comunicação da Covid-19: uma análise da Prefeitura Municipal de Curitiba (Paraná, Brasil)Social mediaCovid-19PandemicCommunicationRisk managementMídias SociaisCovid-19PandemiaComunicaçãoGestão de RiscosThe spread of the new coronavirus in Brazil meant that there was a substantial increase in the use of the internet due to social isolation at the beginning of the pandemic. Allied to this factor, several public agencies started to share informative content through social media. Thus, it is increasingly necessary to use tools that allow to understand the effectiveness of the disclosures made regarding the coping with the disease. The purpose of the article is to examine the engagement of followers of the official page of the Curitiba City Hall on Facebook, from the analysis of the typology and content of the posts, in addition to the behaviour of the respective public when interacting with such posts, during the first months (between 12/31/2019 and 4/30/2020) of the Covid-19 pandemic in the municipality. The methodology has a quantitative character, using the Facepager software for data collection. After the collection, an analysis was made of the types of content and types of media that the Municipality has adopted, characterizing the publications according to their main theme. As main results, it is observed that the publications increase in an increasing way, together with the number of registered cases and deaths. Nevertheless, the most used media types are photos, as well as the most shared content refer to real-time communication, awareness and education and reporting of activities carried out. It is concluded that the analysis of tools for public use, such as Facebook, is very important for local managers to understand the scope of information in times of crisisCom a disseminação do novo coronavírus no Brasil, o aumento da utilização da internet cresceu substancialmente devido ao isolamento social no início da pandemia. Aliado a este fator, diversos órgãos públicos passaram a compartilhar conteúdos informativos por meio das mídias sociais. Deste modo, cada vez mais se faz necessário utilizar ferramentas que permitam compreender a efetividade das divulgações realizadas quanto ao enfrentamento da doença. O objetivo do artigo é examinar o engajamento dos seguidores da página oficial da Prefeitura Municipal de Curitiba no Facebook, a partir da análise da tipologia e do teor das postagens, além do comportamento do respectivo público ao interagir com tais posts, durante os primeiros meses (entre 31/12/2019 e 30/04/2020) da pandemia da Covid-19 no município. A metodologia tem caráter quantitativo, sendo utilizado o software Facepager para coleta dos dados. Após a coleta, foi realizada a análise dos tipos de conteúdo e dos tipos de mídia adotadas pela Prefeitura, caracterizando as publicações de acordo com sua temática principal. Como principais resultados, observa-se que as publicações aumentaram de forma crescente, em conjunto com o número de casos e óbitos registrados. Não obstante, os tipos de mídia mais utilizados são as fotos, assim como os conteúdos mais compartilhados se referem à comunicação em tempo real, a sensibilização e educação e o relatórios de atividades realizadas. Conclui-se que a análise de ferramentas de uso público, como o Facebook, é muito importante para que os gestores locais compreendam o alcance da informação em momentos de criseInstituto Brasileiro de Informação em Ciência e Tecnologia (Ibict)2020-12-31info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://revista.ibict.br/liinc/article/view/535310.18617/liinc.v16i2.5353Liinc em Revista; Vol. 16 No. 2 (2020): Informational Perspectives and Challenges in Times of the Covid-19 Pandemic; e5353Liinc em Revista; Vol. 16 Núm. 2 (2020): Perspectivas y desafíos de la información en tiempos de la Pandemia de Covid-19; e5353Liinc em Revista; v. 16 n. 2 (2020): Perspectivas e desafios informacionais em tempos da pandemia da Covid-19; e53531808-3536reponame:Liinc em Revistainstname:Instituto Brasileiro de Informação Ciência e Tecnologia (IBICT)instacron:IBICTporhttp://revista.ibict.br/liinc/article/view/5353/5131Todos os direitos (c) 2020 Carlos Mello Garcias, Murilo Noli da Fonseca, Larissa Maria da Silva Ferentz, Nicole Santos Accioly Rodrigues da Costahttps://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessGarcias, Carlos MelloFonseca, Murilo Noli daFerentz, Larissa Maria da SilvaCosta, Nicole Santos Accioly Rodrigues da2021-05-27T11:34:14Zoai:ojs.revista.ibict.br:article/5353Revistahttp://revista.ibict.br/liincPUBhttp://revista.ibict.br/liinc/oai1808-35361808-3536opendoar:null2021-05-27 11:34:15.484Liinc em Revista - Instituto Brasileiro de Informação Ciência e Tecnologia (IBICT)false
dc.title.none.fl_str_mv The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
O engajamento dos usuários do Facebook em relação à comunicação da Covid-19: uma análise da Prefeitura Municipal de Curitiba (Paraná, Brasil)
title The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
spellingShingle The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
Garcias, Carlos Mello
Social media
Covid-19
Pandemic
Communication
Risk management
Mídias Sociais
Covid-19
Pandemia
Comunicação
Gestão de Riscos
title_short The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
title_full The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
title_fullStr The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
title_full_unstemmed The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
title_sort The Facebook user’s engagement regarding the Covid-19 communication: an analysis of the City Hall of Curitiba (Paraná, Brazil)
author Garcias, Carlos Mello
author_facet Garcias, Carlos Mello
Fonseca, Murilo Noli da
Ferentz, Larissa Maria da Silva
Costa, Nicole Santos Accioly Rodrigues da
author_role author
author2 Fonseca, Murilo Noli da
Ferentz, Larissa Maria da Silva
Costa, Nicole Santos Accioly Rodrigues da
author2_role author
author
author
dc.contributor.author.fl_str_mv Garcias, Carlos Mello
Fonseca, Murilo Noli da
Ferentz, Larissa Maria da Silva
Costa, Nicole Santos Accioly Rodrigues da
dc.subject.por.fl_str_mv Social media
Covid-19
Pandemic
Communication
Risk management
Mídias Sociais
Covid-19
Pandemia
Comunicação
Gestão de Riscos
topic Social media
Covid-19
Pandemic
Communication
Risk management
Mídias Sociais
Covid-19
Pandemia
Comunicação
Gestão de Riscos
dc.description.none.fl_txt_mv The spread of the new coronavirus in Brazil meant that there was a substantial increase in the use of the internet due to social isolation at the beginning of the pandemic. Allied to this factor, several public agencies started to share informative content through social media. Thus, it is increasingly necessary to use tools that allow to understand the effectiveness of the disclosures made regarding the coping with the disease. The purpose of the article is to examine the engagement of followers of the official page of the Curitiba City Hall on Facebook, from the analysis of the typology and content of the posts, in addition to the behaviour of the respective public when interacting with such posts, during the first months (between 12/31/2019 and 4/30/2020) of the Covid-19 pandemic in the municipality. The methodology has a quantitative character, using the Facepager software for data collection. After the collection, an analysis was made of the types of content and types of media that the Municipality has adopted, characterizing the publications according to their main theme. As main results, it is observed that the publications increase in an increasing way, together with the number of registered cases and deaths. Nevertheless, the most used media types are photos, as well as the most shared content refer to real-time communication, awareness and education and reporting of activities carried out. It is concluded that the analysis of tools for public use, such as Facebook, is very important for local managers to understand the scope of information in times of crisis
Com a disseminação do novo coronavírus no Brasil, o aumento da utilização da internet cresceu substancialmente devido ao isolamento social no início da pandemia. Aliado a este fator, diversos órgãos públicos passaram a compartilhar conteúdos informativos por meio das mídias sociais. Deste modo, cada vez mais se faz necessário utilizar ferramentas que permitam compreender a efetividade das divulgações realizadas quanto ao enfrentamento da doença. O objetivo do artigo é examinar o engajamento dos seguidores da página oficial da Prefeitura Municipal de Curitiba no Facebook, a partir da análise da tipologia e do teor das postagens, além do comportamento do respectivo público ao interagir com tais posts, durante os primeiros meses (entre 31/12/2019 e 30/04/2020) da pandemia da Covid-19 no município. A metodologia tem caráter quantitativo, sendo utilizado o software Facepager para coleta dos dados. Após a coleta, foi realizada a análise dos tipos de conteúdo e dos tipos de mídia adotadas pela Prefeitura, caracterizando as publicações de acordo com sua temática principal. Como principais resultados, observa-se que as publicações aumentaram de forma crescente, em conjunto com o número de casos e óbitos registrados. Não obstante, os tipos de mídia mais utilizados são as fotos, assim como os conteúdos mais compartilhados se referem à comunicação em tempo real, a sensibilização e educação e o relatórios de atividades realizadas. Conclui-se que a análise de ferramentas de uso público, como o Facebook, é muito importante para que os gestores locais compreendam o alcance da informação em momentos de crise
description The spread of the new coronavirus in Brazil meant that there was a substantial increase in the use of the internet due to social isolation at the beginning of the pandemic. Allied to this factor, several public agencies started to share informative content through social media. Thus, it is increasingly necessary to use tools that allow to understand the effectiveness of the disclosures made regarding the coping with the disease. The purpose of the article is to examine the engagement of followers of the official page of the Curitiba City Hall on Facebook, from the analysis of the typology and content of the posts, in addition to the behaviour of the respective public when interacting with such posts, during the first months (between 12/31/2019 and 4/30/2020) of the Covid-19 pandemic in the municipality. The methodology has a quantitative character, using the Facepager software for data collection. After the collection, an analysis was made of the types of content and types of media that the Municipality has adopted, characterizing the publications according to their main theme. As main results, it is observed that the publications increase in an increasing way, together with the number of registered cases and deaths. Nevertheless, the most used media types are photos, as well as the most shared content refer to real-time communication, awareness and education and reporting of activities carried out. It is concluded that the analysis of tools for public use, such as Facebook, is very important for local managers to understand the scope of information in times of crisis
publishDate 2020
dc.date.none.fl_str_mv 2020-12-31
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://revista.ibict.br/liinc/article/view/5353
10.18617/liinc.v16i2.5353
url http://revista.ibict.br/liinc/article/view/5353
identifier_str_mv 10.18617/liinc.v16i2.5353
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv http://revista.ibict.br/liinc/article/view/5353/5131
dc.rights.driver.fl_str_mv Todos os direitos (c) 2020 Carlos Mello Garcias, Murilo Noli da Fonseca, Larissa Maria da Silva Ferentz, Nicole Santos Accioly Rodrigues da Costa
https://creativecommons.org/licenses/by/4.0
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Todos os direitos (c) 2020 Carlos Mello Garcias, Murilo Noli da Fonseca, Larissa Maria da Silva Ferentz, Nicole Santos Accioly Rodrigues da Costa
https://creativecommons.org/licenses/by/4.0
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Instituto Brasileiro de Informação em Ciência e Tecnologia (Ibict)
publisher.none.fl_str_mv Instituto Brasileiro de Informação em Ciência e Tecnologia (Ibict)
dc.source.none.fl_str_mv Liinc em Revista; Vol. 16 No. 2 (2020): Informational Perspectives and Challenges in Times of the Covid-19 Pandemic; e5353
Liinc em Revista; Vol. 16 Núm. 2 (2020): Perspectivas y desafíos de la información en tiempos de la Pandemia de Covid-19; e5353
Liinc em Revista; v. 16 n. 2 (2020): Perspectivas e desafios informacionais em tempos da pandemia da Covid-19; e5353
1808-3536
reponame:Liinc em Revista
instname:Instituto Brasileiro de Informação Ciência e Tecnologia (IBICT)
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reponame_str Liinc em Revista
collection Liinc em Revista
instname_str Instituto Brasileiro de Informação Ciência e Tecnologia (IBICT)
instacron_str IBICT
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repository.name.fl_str_mv Liinc em Revista - Instituto Brasileiro de Informação Ciência e Tecnologia (IBICT)
repository.mail.fl_str_mv
subject_por_txtF_mv Social media
Covid-19
Pandemic
Communication
Risk management
Mídias Sociais
Covid-19
Pandemia
Comunicação
Gestão de Riscos
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