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Desinformação em saúde mental nas redes sociais: Campanha de comunicação em saúde e promoção da literacia midiática
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Com o aumento da desinformação em saúde decorrente do período de pandemia e pós-pandemia, as redes sociais tomaram o papel de fonte de consulta para informações e notícias. Esse período foi tão marcante em relação à desinformação que foi criado o termo infodemia, para tratar da epidemia global de informações falsas que surgiram e se tornaram um problema de saúde pública. Além das diversas fake news sobre as vacinas e a própria COVID-19, houve um aumento significativo no surgimento de perfis que tratam questões de saúde mental como um produto midiático, que rende um alto engajamento. As informações sem cunho científico e sem responsabilidade ética e profissional divulgadas através de postagens e vídeos informais que fazem com que jovens não procurem outras fontes confiáveis e façam um auto diagnóstico baseado nos conteúdos que consomem. Buscando compreender o atual cenário da desinformação em saúde mental amplamente divulgada nas plataformas do Instagram e TikTok e como essa falta de informação específica e qualificada pode afetar os jovens, este projeto desenvolve uma campanha de comunicação multiplataforma com informação relevante sobre saúde mental destinada aos jovens universitários imigrantes brasileiros em Portugal, matriculados na Universidade do Algarve. A proposta parte da análise dos materiais já existentes nas plataformas TikTok e Instagram sobre saúde mental do imigrante, adaptando-os à realidade acadêmica desses estudantes. A campanha busca, assim, oferecer informações qualificadas, culturalmente adequadas e acessíveis, de forma a reduzir os impactos da desinformação e a promover a literacia midiática junto a esse público. A sua relevância está na possibilidade de aprimorar as estratégias institucionais já adotadas pela Universidade do Algarve no que diz respeito à comunicação em saúde mental, mas com foco direcionado ao estudante imigrante. Esse grupo apresenta características próprias que o diferenciam dos estudantes nacionais, como demonstrado no estado da arte do trabalho, e enfrenta desafios adicionais relacionados à adaptação social, acadêmica e cultural. Nesse sentido, o projeto pretende preencher uma lacuna importante no suporte oferecido a esses jovens, fortalecendo a integração e o cuidado psicossocial no contexto universitário. A metodologia foi estruturada em três etapas complementares. A primeira consistiu na análise de perfis nas redes sociais, segmentados em três categorias, utilizando-se os conceitos de capital social propostos por Raquel Recuero (2009), com foco em visibilidade, popularidade e legitimidade. A segunda etapa correspondeu à análise dos conteúdos publicados nesses perfis, realizada a partir da metodologia de Análise de Conteúdo de Bardin (2011), considerando como unidades de registro a palavra, o tema e o documento. Por fim, a terceira etapa consistiu na criação da campanha multiplataforma, fundamentada nos resultados obtidos nas fases anteriores e adaptada ao cenário universitário. A campanha articula ações presenciais e digitais com apoio de agentes parceiros e recursos já existentes na Universidade do Algarve, além de propor o desenvolvimento do projeto Além-Mar, voltado ao acolhimento de estudantes recém-chegados, com foco em saúde mental, apoio físico, auxílio com documentação burocrática e promoção da socialização nos primeiros meses de adaptação acadêmica e social.
With the increase in health misinformation during and after the pandemic, social media platforms have become primary sources of information and news. This period was so marked by misinformation that the term infodemic was created to describe the global epidemic of false information that emerged and became a public health problem. In addition to the widespread fake news about vaccines and COVID-19 itself, there was a significant increase in the number of profiles addressing mental health issues as a media product, which generates high engagement. The dissemination of information without scientific grounding or ethical and professional responsibility, often through informal posts and videos, leads young people to disregard reliable sources and to self-diagnose based on the content they consume. Seeking to understand the current scenario of mental health misinformation widely circulated on Instagram and TikTok, and how this lack of specific and qualified information may affect young people, this project develops a multiplatform communication campaign providing relevant information on mental health, aimed at Brazilian immigrant university students in Portugal, enrolled at the University of Algarve. The proposal is based on the analysis of existing materials on TikTok and Instagram about immigrant mental health, adapting them to the academic reality of these students. The campaign thus aims to provide accurate, culturally appropriate, and accessible information, in order to reduce the impact of misinformation and promote media literacy within this audience. Its relevance lies in the possibility of improving the institutional strategies already adopted by the University of Algarve regarding communication on student mental health, but with a specific focus on immigrant students. This group presents distinct characteristics that differentiate them from national students, as highlighted in the state of the art, and faces additional challenges related to social, academic, and cultural adaptation. In this sense, the project seeks to fill an important gap in the support offered to these young people, strengthening integration and psychosocial care within the university context. The methodology was structured in three complementary stages. The first consisted of the analysis of social media profiles, segmented into three categories, using the concept of social capital proposed by Raquel Recuero (2009), with emphasis on visibility, popularity, and legitimacy. The second stage involved analyzing the content published by these profiles, following Bardin’s (2011) Content Analysis methodology, considering words, themes, and documents as units of analysis. Finally, the third stage focused on the creation of the multiplatform campaign, grounded in the findings of the previous phases and adapted to the university setting. The campaign combines in-person and digital actions with the support of partner agents and existing resources at the University of Algarve, while also proposing the development of the Além-Mar project, designed to welcome newly arrived students by addressing mental health, physical well-being, bureaucratic support, and socialization during the first months of academic and social adaptation.
With the increase in health misinformation during and after the pandemic, social media platforms have become primary sources of information and news. This period was so marked by misinformation that the term infodemic was created to describe the global epidemic of false information that emerged and became a public health problem. In addition to the widespread fake news about vaccines and COVID-19 itself, there was a significant increase in the number of profiles addressing mental health issues as a media product, which generates high engagement. The dissemination of information without scientific grounding or ethical and professional responsibility, often through informal posts and videos, leads young people to disregard reliable sources and to self-diagnose based on the content they consume. Seeking to understand the current scenario of mental health misinformation widely circulated on Instagram and TikTok, and how this lack of specific and qualified information may affect young people, this project develops a multiplatform communication campaign providing relevant information on mental health, aimed at Brazilian immigrant university students in Portugal, enrolled at the University of Algarve. The proposal is based on the analysis of existing materials on TikTok and Instagram about immigrant mental health, adapting them to the academic reality of these students. The campaign thus aims to provide accurate, culturally appropriate, and accessible information, in order to reduce the impact of misinformation and promote media literacy within this audience. Its relevance lies in the possibility of improving the institutional strategies already adopted by the University of Algarve regarding communication on student mental health, but with a specific focus on immigrant students. This group presents distinct characteristics that differentiate them from national students, as highlighted in the state of the art, and faces additional challenges related to social, academic, and cultural adaptation. In this sense, the project seeks to fill an important gap in the support offered to these young people, strengthening integration and psychosocial care within the university context. The methodology was structured in three complementary stages. The first consisted of the analysis of social media profiles, segmented into three categories, using the concept of social capital proposed by Raquel Recuero (2009), with emphasis on visibility, popularity, and legitimacy. The second stage involved analyzing the content published by these profiles, following Bardin’s (2011) Content Analysis methodology, considering words, themes, and documents as units of analysis. Finally, the third stage focused on the creation of the multiplatform campaign, grounded in the findings of the previous phases and adapted to the university setting. The campaign combines in-person and digital actions with the support of partner agents and existing resources at the University of Algarve, while also proposing the development of the Além-Mar project, designed to welcome newly arrived students by addressing mental health, physical well-being, bureaucratic support, and socialization during the first months of academic and social adaptation.
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Palavras-chave
Desinformação Saúde mental Campanha de comunicação multiplataforma Estudante imigrante