Health under the perspective of institutional and marketing communication

Abstract

This study is based on a bibliographical assessment of the surveys published in 2011 on the theme of communication and health, in the portals of the Brazilian Society of Interdisciplinary Studies of Communication (Intercom) and of the National Association of Communication Postgraduate Programs (Compós). An exploratory survey of a quantitative and qualitative nature is presented of the diversified bibliography found on the matter, relating it to the concept of integrated organizational communication developed by Margarida Kunsch. The first step was to identify the possible relations that could be established between the terms communication and health. It is perceived that engender biases of various kinds and that, in most cases, the organizational communication on health privileges the institutional aspect in detriment of marketing.