Resumo

GARCIA, Andreia  e  EIRO-GOMES, Mafalda. The communication role: use of social networking sites in primary health care. Comunicação e Sociedade [online]. 2020, vol.spe2020, pp.197-217. ISSN 1645-2089.  https://doi.org/10.17231/comsoc.0(2020).2747.

It is well known that the growth of users on social networking sites has forced many institutions to consider the relevance of this communication channel. However, nothing is known about the use of social networking sites by the ACeS - Agrupamentos de Centros de Saúde, public services integrated in the Portuguese health service (Serviço Nacional de Saúde [SNS]), whose mission is to provide primary health care, the health's promotion and disease's prevention as well as the connection to other services for the continuity of healthcare. At the time of its creation, in 2008, the government recognized that primary health care is the central pillar of the health system. It is argued in this study that communication should be oriented towards fulfilling the mission of the institutions. In this way, it is intended to understand how the communication process by these SNS institutions, particularly those that use social networking sites, is contributing to the fulfilment of their organisational missions. The objectives of this study were to identify the ACeS that are present on Facebook and to analyze the communication that has been developed there. The corpus of analysis consisted of the universe of all the ACeS existing in Portugal. The sources of our data were all public publications on the ACeS Facebook pages in 2018. For the systematic analysis of the data (analysis of the manifest messages), it was used the method of content analysis both with a quantitative and qualitative nature.

Palavras-chave : communication; public relations; health promotion; primary health care; agrupamentos de centros de saúde.

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