Análisis del contenido de anuncios promovidos por organismos de control sobre el COVID-19 emitidos en Colombia.
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| Title: | Análisis del contenido de anuncios promovidos por organismos de control sobre el COVID-19 emitidos en Colombia. |
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| Alternate Title: | Content Analysis of COVID-19 Public Service Announcements Issued by Regulatory Agencies in Colombia. Análise do conteúdo dos anúncios publicitários promovidos pelas agências de controle na emissão do COVID-19 na Colômbia. |
| Authors: | González-Bedoya, Juan David1 jgonzalezbedoya@correo.unicordoba.edu.co, Durán-Rojas, Elvira2 edrojas@correo.unicordoba.edu.co |
| Source: | Hacia la Promoción de la Salud. sep-dic2024, Vol. 29 Issue 3, p81-90. 10p. |
| Subjects: | SOCIAL media, PUBLIC service advertising, COVID-19 pandemic, CONTROL (Psychology), MARKETING channels |
| Abstract (English): | During the COVID-19 pandemic, governments implemented biosafety protocols and preventive measures to mitigate virus transmission, infection rates, and mortality. The internet became a key platform for disseminating these actions, fostering a culture of self-care through public service announcements (PSAs), which remain understudied in terms of their content and characteristics. This study aimed to analyze the content of announcements promoted on websites and social media by global organizations and Colombian state agencies for COVID-19 prevention and mitigation. A descriptive, mixed-methods, observational, and content analysis approach was employed. A total of 100 announcements were collected from websites and social media platforms (Facebook, Twitter, and Instagram) of the World Health Organization (WHO), Pan American Health Organization (PAHO), Colombia's Ministry of Health and Social Protection, and the Córdoba Governor's Office. A structured coding format was designed to examine content and pictographic characteristics. Findings revealed common themes of self-care messaging, with a predominant use of blue tones, illustrations, slogans, and official logos. Many announcements were cross-promoted on other websites, with Facebook being the primary distribution channel. On average, WHO and PAHO included a higher number of graphic elements, while the Ministry of Health and Social Protection used fewer words per announcement. Given the prevalence of digital culture on social media, it is essential to continue promoting these announcements online, particularly on social networks, to enhance public health awareness, risk prevention, and behavioral control. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): | Ante la pandemia COVID-19, los gobiernos implementaron protocolos de bioseguridad y acciones de prevención para mitigar su propagación, número de infectados y muertes. La internet fue el medio más propicio para promover estas acciones hacia una cultura de autocuidado mediante la difusión de anuncios que presentan características poco estudiadas. Objetivo: analizar los anuncios promovidos en sitios web de organizaciones a nivel mundial y del Estado Colombiano para la prevención y mitigación de la pandemia COVID-19. Metodología: el tipo de estudio fue descriptivo, de enfoque mixto, análisis observacional y de contenido. Resultados: se tomaron 100 anuncios de sitios web y de redes sociales Facebook, Twitter e Instagram de la OMS, OPS, Ministerio de Salud y Protección Social y Gobernación de Córdoba. Se diseñó un formato de registro para analizar el contenido y características pictográficas transmitidas. Los anuncios mostraron similitud en sus mensajes de autocuidado, tonos azules, ilustraciones, slogan y logo de reconocimiento organizacional y algunos fueron promovidos en otros sitios web y gran parte en la red social Facebook. En promedio, la OMS y OPS presentó mayor número de figuras y el Ministerio de Salud y Protección Social menor número de palabras en el contenido de palabras de los anuncios. Conclusiones: se considera fundamental seguir promoviendo estos tipos de anuncios en internet, y, ante todo, en las redes sociales donde existe una gran cultura digital para garantizar la prevención y control de riesgos en salud de las personas. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): | Diante da atual pandemia COVID-19, os governos implementaram protocolos de biossegurança e ações de prevenção para mitigar sua disseminação, número de infectados e mortes. A internet foi o meio mais propício para promover essas ações em direção a uma cultura de autocuidado por meio da disseminação de anúncios pouco estudados. Por isso, o objetivo foi analisar os anúncios promovidos em sites de organizações em todo o mundo e no Estado colombiano para a prevenção e mitigação da pandemia COVID-19. O tipo de estudo foi descritivo, de abordagem mista, observacional e análise de conteúdo. Foram tomados 100 anúncios de sites e redes sociais Facebook, Twitter e Instagram da OMS, OPS, Ministério de Salud e Protección Social e Gobernación de Córdoba. Um formato de registro foi projetado para analisar o conteúdo e as características pictográficas transmitidas. Os anúncios mostraram semelhança em suas mensagens de autocuidado, tons azuis, ilustrações, slogan e logotipo dos anúncios mostraram semelhança em suas mensagens de autocuidado, tons azuis, ilustrações, slogan e logotipo de reconhecimento organizacional e alguns foram promovidos em outros sites e grande parte na rede social Facebook. Em média, a OMS e a OPS apresentaram maior número de figuras e o Ministério de Salud y Protección Social teve menos palavras no conteúdo das palavras dos anúncios. Conclusões: é considerado essencial continuar promovendo esses tipos de anúncios na internet e, principalmente, nas redes sociais onde há uma grande cultura digital para garantir a prevenção e o controle de riscos na saúde das pessoas. [ABSTRACT FROM AUTHOR] |
| Copyright of Hacia la Promoción de la Salud is the property of Universidad de Caldas and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Database: | MedicLatina |
| Abstract: | During the COVID-19 pandemic, governments implemented biosafety protocols and preventive measures to mitigate virus transmission, infection rates, and mortality. The internet became a key platform for disseminating these actions, fostering a culture of self-care through public service announcements (PSAs), which remain understudied in terms of their content and characteristics. This study aimed to analyze the content of announcements promoted on websites and social media by global organizations and Colombian state agencies for COVID-19 prevention and mitigation. A descriptive, mixed-methods, observational, and content analysis approach was employed. A total of 100 announcements were collected from websites and social media platforms (Facebook, Twitter, and Instagram) of the World Health Organization (WHO), Pan American Health Organization (PAHO), Colombia's Ministry of Health and Social Protection, and the Córdoba Governor's Office. A structured coding format was designed to examine content and pictographic characteristics. Findings revealed common themes of self-care messaging, with a predominant use of blue tones, illustrations, slogans, and official logos. Many announcements were cross-promoted on other websites, with Facebook being the primary distribution channel. On average, WHO and PAHO included a higher number of graphic elements, while the Ministry of Health and Social Protection used fewer words per announcement. Given the prevalence of digital culture on social media, it is essential to continue promoting these announcements online, particularly on social networks, to enhance public health awareness, risk prevention, and behavioral control. [ABSTRACT FROM AUTHOR] |
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| ISSN: | 01217577 |
| DOI: | 10.17151/hpsal.2024.29.3.8 |
