Social Marketing as a Rescue Tool for Good Brazilian Vaccination Policy: a social marketing content analysis
DOI:
https://doi.org/10.11606/9eq30t93Keywords:
covid-19, content analysis, social marketing, vaccination, anti vaxxersAbstract
By April 2021, the covid-19 outbreak had already taken the lives of more than 2 million people worldwide, with more than 300 million infected. In addition to prevention campaigns using non-medicinal methods, vaccination campaigns focused on raising public awareness and destroying anti-vaccine myths are necessary. The objective of this article was, through the method of Content Analysis, to describe the appeals used in the campaigns broadcast by the Ministry of Health in favor of vaccinating the population. Good levels of rational and empathetic appeals were observed in most of the pieces studied, however the levels of representativeness were below the recommended, and the appeal of authority used in some of them tends to lose its effect over time.
Downloads
References
Acevedo, Claudia Rosa. (2012). A análise de conteúdo em marketing: conceito, metodologia e exemplos em comportamento do consumidor. Em Nadia Pizzinatto., & Osvaldo Farah. (org.). Pesquisa pura e aplicada para marketing: processos e aplicações. (pp. 95-110). Atlas.
Barboza, Renato., Ianni, Áurea., Alves, Olga., & Silva, Alessandro. (2020). O “Terceiro Setor na Saúde”: temas de investigação, atores, avanços e lacunas na gestão do Sistema Único de Saúde no prisma das Ciências Sociais e Humanas em Saúde. Revista Gestão & Políticas Públicas, 10(1), 117-138. https://doi.org/10.11606/issn.2237-1095.v10p117-138
Bean, Sandra J. (2011). Emerging and continuing trends in vaccine opposition website content. Vaccine, 29(10), 1874-1880. https://doi.org/10.1016/j.vaccine.2011.01.003
Berelson, Bernard. (1952). Content analysis in communication research. The Free Press.
Berman, Jonathan M. (2020). Anti-vaxxers: How to challenge a misinformed movement. MIT Press.
Bonell, Chris., Michie, Susan., Reicher, Stephen., West, Robert., Bear, Laura., Yardley, Lucy e al. (2020). Harnessing behavioural science in public health campaigns to maintain ‘social distancing’in response to the COVID-19 pandemic: key principles. J Epidemiol Community Health, 74(8), 617-619.
Camargo, Brigido Vizeu., & Justo, Ana Maria. (2013). IRAMUTEQ: um software gratuito para análise de Dados textuais. Temas em psicologia, 21(2), 513-518. https://doi.org/10.9788/TP2013.2-16
Chan, Symphorosa Shing Chee., Cheung, Tak Hong., Lo, Wing Kit., & Chung, Tony Kwok Hung. (2007). Women’s attitudes on human papillomavirus vaccination to their daughters. Journal of Adolescent Health, 41(2), 204-207. https://doi.org/10.1016/j.jadohealth.2007.04.011
Contreras, Sebastian., Dehning, Jonas., Loidolt, Matthias., Zierenberg, Johannes., Spitzner, F. Paul., et al.. (2021). The challenges of containing SARS-CoV-2 via test-trace-and-isolate. Nature communications, 12(1), 378. https://doi.org/10.1038/s41467-020-20699-8
Cruz, Adriane. (2017). A queda da imunização no Brasil. Revista Consensus, 7(3), 20-9. https://portal.fiocruz.br/sites/portal.fiocruz.br/files/documentos/revistaconsensus_25_a_queda_da_imunizacao.pdf
Davies, Paul., Chapman, Simon., & Leask, Julie. (2002). Antivaccination activists on the world wide web. Archives of disease in childhood, 87(1), 22-25. https://doi.org/10.1136/adc.87.1.22
Fundação Oswaldo Cruz. (2021). Casa do Zé Gotinha. Bio Fiocruz. https://www.bio.fiocruz.br/index.php/br/comunicacao/casa-ze-gotinha
Gibbs, John. (1854). Our Medical Liberties, or The Personal Rights of the Subject, as Infringed by Recent and Proposed Legislation: Compromising Observations on the Compulsory Vaccination Act, the Medical Registration and Reform Bills, and the Maine Law. Sotheran, Son, and Draper. https://wellcomecollection.org/works/rj45ue7g
Hochman, Gilberto. (2011). Vacinação, varíola e uma cultura da imunização no Brasil. Ciência & Saúde Coletiva, 16(2), 375-386. https://doi.org/10.1590/S1413-81232011000200002
Johns Hopkins University. (2020). John Hopkins University & Medicine: Coronavirus Resource Center. https://coronavirus.jhu.edu/
Kotler, Philip., & Lee, Nancy. (2011). Marketing social: influenciando comportamentos para o bem. Bookman Editora.
Machado, Jorge., Guedes, Bianca., Ferreira, Natalia., Buosi, Carlos., Santos, Hingridh., Alves, Yure., & Barros, Heloisa. (2021). População Negra e Coronavirús na Cidade de São Paulo. Revista Gestão & Políticas Públicas, 11(2), 320-332. https://www.revistas.usp.br/rgpp/article/view/187422
Madeiro, Carlos. (2023, mar.). Após 25 anos, Brasil não bate meta em nenhuma vacina do calendário em 2019. UOL Saúde. https://noticias.uol.com.br/saude/ultimas-noticias/redacao/2020/03/23/apos-25-anos-brasil-nao-bate-meta-em-nenhuma-vacina-do-calendario-em-2019.htm?cmpid=copiaecola
Muzumdar, Jagannath., & Pantaleo, Nicholas. (2017). Comics as a medium for providing information on adult immunizations. Journal of Health Communication, 22(10), 783-791. https://doi.org/10.1080/10810730.2017.1355418
Nyhan, Brendan., Reifler, Jason., Richey, Sean., & Freed, Gary. L. (2014). Effective messages in vaccine promotion: a randomized trial. Pediatrics, 133(4), e835-e842. https://doi.org/10.1542/peds.2013-2365
Pellegrini, Aline. (2021, 10 jan.). Como o Zé Gotinha transformou a vacinação no país. Nexo Jornal. https://www.nexojornal.com.br/expresso/2021/01/10/Como-Z%C3%A9-Gotinha-transformou-a-vacina%C3%A7%C3%A3o-no-pa%C3%ADs
Pereira Junior, Luciano., Martins, João., Tasso, Thercius., & Beretta, Regina. (2021). O Cenário Pandêmico no Brasil: luta pela vida e o desmonte das políticas públicas. Revista Gestão & Políticas Públicas, 11(2), 274-289. https://doi.org/10.11606/issn.2237-1095.rgpp.2021.185909
Poland, Gregory., & Jacobson, Robert. (2011). The age-old struggle against the antivaccinationists. New England journal of medicine, 364(2), 97-99. https://doi.org/10.1056/nejmp1010594
Reddy, B. Venkatashiva., & Gupta, Arti. (2020). Importance of effective communication during COVID-19 infodemic. Journal of family medicine and primary care, 9(8), 3793-3796. https://doi.org/10.4103/jfmpc.jfmpc_719_20
Ribeiro, Ana., & Beretta, Regina. (2021). Saúde das Populações Indígenas Brasileiras: vulnerabilidades históricas e o enfrentamento da COVID-19 na atualidade. Revista Gestão & Políticas Públicas, 11(2), 306-319. https://doi.org/10.11606/issn.2237-1095.rgpp.2021.186345
Rocha, Cristina. (2003). Social communication and vaccination. História, Ciências, Saúde-Manguinhos, 10, 795-806. https://doi.org/10.1590/S0104-59702003000500017
Rocha, Everardo. (1985). Magia e capitalismo: um estudo antropológico da publicidade. Brasiliense.
Savoy, Margot. (2019). Considerações gerais sobre a imunização. Manual MSD versão saúde da família. Kenilworth, NJ, EUA. https://www.msdmanuals.com/pt/casa/infec%C3%A7%C3%B5es/imuniza%C3%A7%C3%A3o/considera%C3%A7%C3%B5es-gerais-sobre-a-imuniza%C3%A7%C3%A3o
Wang, Zijun., Schmidt, Fabian., Weisblum, Yska., Muecksch, Fauke., Barnes, Christopher., Finkin, Shlomo., et al.. (2021). mRNA vaccine-elicited antibodies to SARS-CoV-2 and circulating variants. Nature, 592(7855), 616-622. https://doi.org/10.1038/s41586-021-03324-6
Wolfe, Robert M., & Sharp, Lisa K. (2002). Anti-vaccinationists past and present. Bmj, 325(7361), 430-432. https://doi.org/10.1136/bmj.325.7361.430
World Health Organization. (2019). Ten threats to global health in 2019. https://www.who.int/news-room/spotlight/ten-threats-to-global-health-in-2019
World Health Organization. (2020, 25 de fev.). WHO director-general’s opening remarks at the mission briefing on covid-19. https://www.who.int/director-general/speeches/detail/who-director-general-s-opening-remarks-at-the-mission-briefing-on-covid-19---26-february-2020
World Health Organization. (2021). Timeline: WHO’s covid19 response. https://www.who.int/emergencies/diseases/novel-coronavirus-2019/interactive-timeline#=
Zhang., Yanping. (2020). The epidemiological characteristics of an outbreak of 2019 novel coronavirus diseases (COVID-19) in China. Chinese Journal of Epidemiology, 41(2): 145-151. http://dx.doi.org/10.3760/cma.j.issn.0254-6450.2020.02.003
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Claudia Rosa Acevedo, Dayana Lais Oliveira, Namara de Tullio Soggia, Bruno Catão
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The RG&PP follows the Creative Commons (CC BY) standard, which allows remix, adaptation and creation of works derived from the original, even for commercial purposes. The new works must mention the author(s) in the credits.
The RG&PP uses the software of content similarity check - plagiarism (Crossref Similarity Check) in articles submitted to the journal.
