La divulgación de la ciencia, por la complejidad de su naturaleza, se presenta como una cuestión de difícil abordaje para la mayoría de los géneros audiovisuales. Sin embargo, este desafío se acrecienta cuando el canal de difusión es una red social y sus mensajes exigen brevedad y rapidez. Instagram se ha convertido en la principal fuente de consumo audiovisual para los públicos más jóvenes y la construcción de sus contenidos difiere cada día más del lenguaje científico. Con este propósito, nos planteamos las siguientes preguntas: ¿cómo transformamos el discurso científico para adaptarlo a las tendencias de consumo de Instagram?; ¿Qué elementos narrativos procuran la eficacia mediática?; ¿Dónde se encuentra el equilibrio para alcanzar el éxito divulgativo? Con la pretensión de esclarecer las siguientes cuestiones se analizan los elementos del discurso de las producciones audiovisuales de comunicación científica españolas de mayor repercusión en la red social de Instagram. Los resultados preliminares identifican que el mérito artístico en la utilización de mecanismos narrativos audiovisuales y un rol definido como perfil científico favorecen el entendimiento entre la ciencia y el público más joven.

Background: To effectively combat the rising incidence of syphilis, the Brazilian Ministry of Health (MoH) created a National Rapid Response to Syphilis with actions aimed at bolstering epidemiological surveillance of acquired, congenital syphilis, and syphilis during pregnancy complemented with communication activities to raise population awareness and to increase uptake of testing that targeted mass media outlets from November 2018 to March 2019 throughout Brazil, and mainly areas with high rates of syphilis. This study analyzes the volume and quality of online news content on syphilis in Brazil between 2015 and 2019 and examines its effect on testing.Methods: The collection and processing of online news were automated by means of a proprietary digital health ecosystem established for the study. We applied text data mining techniques to online news to extract patterns from categories of text. The presence and combination of such categories in collected texts determined the quality of news that were analyzed to classify them as high-, medium-and low-quality news. We examined the correlation between the quality of news and the volume of syphilis testing using Spearman’s Rank Correlation Coefficient.Results: 1,049 web pages were collected using a Google Search API, of which 630 were categorized as earned media. We observed a steady increase in the number of news on syphilis in 2015 (n = 18), 2016 (n = 26), and 2017 (n = 42), with a substantial rise in the number of news in 2018 (n = 107) and 2019 (n = 437), although the relative proportion of high-quality news remained consistently high (77.6 and 70.5% respectively) and in line with similar years. We found a correlation between news quality and syphilis testing performed in primary health care with an increase of 82.32, 78.13, and 73.20%, respectively, in the three types of treponemal tests used to confirm an infection.Conclusion: Effective communication strategies that lead to dissemination of high quality of information are important to increase uptake of public health policy actions.

Background: The “Syphilis No!” campaign the Brazilian Ministry of Health (MoH) launched between November 2018 and March 2019, brought forward the concept "Test, Treat and Cure" to remind the population of the importance of syphilis prevention. In this context, this study aims to analyze the similarity of syphilis online news to comprehend how public health communication interventions influence media coverage of the syphilis issue. Methods: This paper presented a computational approach to assess the effectiveness of communication actions on a public health problem. Data were collected between January 2015 and December 2019 and processed using the Hermes ecosystem, which utilizes text mining and machine learning algorithms to cluster similar content. Results: Hermes identified 1049 google-indexed web pages containing the term ’syphilis’ in Brazil. Of these, 619 were categorized as news stories. In total, 157 were grouped into clusters of at least two similar news items and a single cluster with 462 news classified as “single” for not featuring similar news items. From these, 19 clusters were identified in the pre-campaign period, 23 during the campaign, and 115 in the post-campaign. Conclusions: The findings presented in this study show that the volume of syphilis-related news reports has increased in recent years and gained popularity after the SNP started, having been boosted during the campaign and escalating even after its completion.

Introduction: In view of the syphilis epidemic that Brazil is experiencing and the need to strengthen the discourse on preventing this sexually transmitted infection (STI), the campaign "Eu sei, você sabe?" (I know. Do you know?) was conducted for dissemination of the pieces on social media. Objective: The of aim of this study was to perform a qualitative descriptive analysis of the posts published on the social network Instagram of the National Campaign to Fight Syphilis 2020-21 aimed at young people. Methods: The analysis performed was based on the method suggested by Eliseo Véron and aimed to establish relationships between the "reading contracts" offered and the processes of focusing (strong direct relevance) and defocusing (interdiscursive relevance) acting in the messages with the results of the communication indicator "Reach/Exposure". Results: The analysis was conducted from October 2020 to April 2021. In all, 31 cards were published. Among them, eight publications presented in their content a discourse directed at young people including individuals in the 20-29 age bracket. In general, the pieces provided a common proposal of visual structuring and aimed to address the deficiencies identified in previous campaigns developed and presented in the perspective of the project itself, as well as the propositions established by control agencies for dealing with syphilis in Brazil. Conclusion: Some hypotheses raised on the basis of the analysis were as follows. There is the possibility that the distinction between grammars of production and recognition produce negotiations or resistance to the meaning of the interpellation contained in the theme "Sífilis. Eu sei. Você sabe?” Even if the characters presented in the cards did not include some specific audiences, such as young transgenders, the language offered can generate empathy in these audiences. The production strategies of cards with a more visual aesthetic and added to a predominantly graphic distribution of important information possibly contributed to a greater reach/impact on the social network audience.

O presente estudo tem o objetivo de mapear indicadores de avaliação de campanhas de comunicação com foco em saúde, através de uma revisão integrativa da literatura, realizada a partir da busca de artigos científicos nas bases de dados da capes, SciELO e anais da compós. A pesquisa considerou o período entre 2009 e 2019 e utilizou os seguintes descritores: ‘communication’ + ‘indicators’; ‘health campaign’ + ‘sti’; ‘communication’ + ‘aids’; ‘health promotion’ + ‘mass media’ + ‘campaign’. Foram analisados dez artigos científicos, após a aplicação dos filtros, resultando na identificação dos seguintes indicadores: 1) alcance; 2) grp; 3) percepção de campanha; 4) efeito da campanha; 5) compreensão; 6) impacto; 7) efetividade; e 8) aceitabilidade. Dentre os indicadores mapeados, identificaram-se estudos com relatos e avaliações de diferentes tipos de campanhas de comunicação pública voltadas para a promoção da saúde, sendo elas: campanhas de prevenção ao hiv/aids, combate ao tabagismo, conscientização ambiental e contra a proliferação da dengue.