Abstract Agribusiness, a cornerstone of Brazil’s economic sectors, wields considerable political clout through entities like the Frente Parlamentar da Agropecuária (Parliamentary Agricultural Front; FPA), a potent force in the country’s Congress and appears to be the main driver of the anti-environmental lobby. The FPA sought to influence labour, land and tax legislation and was an important ally of Jair Bolsonaro’s administration, aligning closely with the former president’s agenda of environmental deregulation, which mirrored the economic priorities of agribusiness interests. However, the imperative to maintain a favourable public perception of the agricultural sector is evident in various communication strategies, including the deployment of paid advertisements on online platforms. In this sense, the objective of this research is to scrutinise the potential presence of greenwashing and/or disinformation within the 158 advertisements disseminated by the FPA on Facebook and Instagram throughout 2023. Using Meta’s Ad Library interface, we collected the advertisements and employed three complementary analytical approaches. These methodologies enabled us to identify and interpret the discursive tactics employed by the FPA to “enhance the image of agriculture”: automatic word counting and cooccurrence analysis, content analysis and discourse analysis. The advertisements analysed show that Brazilian agribusiness uses sustainability as a form of greenwashing and disinformation in its online communication efforts. The FPA’s digital advertising uses these discursive strategies to vilify social movements advocating for land reform and instigate fear regarding legal uncertainties surrounding property rights. Our findings indicate that these advertisements advocate for the preservation of the current socio-economic landscape in the Brazilian rural area while propagating denialism regarding the environmental impacts of agribusiness.

Resumo O agronegócio, um dos principais setores econômicos do Brasil, compõe uma das mais poderosas forças políticas no congresso do país, a Frente Parlamentar da Agropecuária (FPA), e aparece como o principal impulsionador do lobby anti-ambiental. A FPA busca incidir sobre a legislação trabalhista, fundiária e tributária e foi uma importante aliada do Governo de Jair Bolsonaro, uma vez que a agenda de desmonte ambiental do ex-presidente ia ao encontro dos interesses econômicos do agronegócio. No entanto, a necessidade de garantir uma imagem positiva do setor se reflete em diversas estratégias de comunicação, inclusive na veiculação de anúncios pagos nas plataformas online. Nesse sentido, a presente pesquisa pretende analisar a possível presença de greenwashing e/ou desinformação nos 158 anúncios publicados pela FPA no Facebook e Instagram durante o ano de 2023. Após coletarmos os anúncios na interface da Biblioteca de Anúncios da Meta, adotamos três abordagens complementares de análise que nos permitiram identificar e interpretar as estratégias discursivas empregadas pela FPA para “melhorar a imagem do agro”: contagem automática de palavras e análise de coocorrência entre elas, análise de conteúdo e análise de discurso. Nos anúncios analisados, a sustentabilidade é instrumentalizada pelo agronegócio brasileiro como greenwashing e desinformação em sua comunicação publicitária online. Essas estratégias discursivas são utilizadas na publicidade digital da FPA para criminalizar os movimentos sociais que lutam por uma reforma agrária e para disseminar pânico sobre inseguranças jurídicas relacionadas ao direito à propriedade. De uma forma geral, nossos resultados mostram que os anúncios defendem a necessidade de manutenção do status quo das relações socioeconômicas no campo brasileiro e promovem negacionismo em relação aos impactos ambientais do agronegócio.

RESUMEN En este artículo, proponemos examinar la influencia de la comunicación mediática en la sociabilidad y la producción de significados, reflexionando sobre la dimensión afectiva en la construcción del conocimiento. Considerando la experiencia estética, delineamos tanto las transformaciones promovidas por las tecnologías mediáticas en la educación como las implicaciones sociales y culturales derivadas de la apropiación, por parte de los profesores, de los espacios mediados por plataformas. Partiendo de la premisa de que la comunicación desempeña un papel central en las relaciones humanas, exploramos los conceptos de mediatización y vida cotidiana en el lenguaje estético de las plataformas sociales, especialmente Instagram. Tras una confluencia teórica, realizamos un análisis cualitativo descriptivo de una entrevista en profundidad con los educadores influyentes digitales @carolmendonca y @professornoslen. Como resultado, señalamos reflexiones sobre el fenómeno de la influencia digital por parte de los profesores, partiendo de la esfera afectiva y la interacción como productoras de significados y conocimientos en Comunicación.

RESUMO Propomos neste artigo examinar a influência da comunicação midiática na sociabilidade e produção de sentidos, refletindo sobre a dimensão afetiva na construção do conhecimento. Pensando a experiência estética, delineamos tanto as transformações promovidas pelas tecnologias midiáticas na educação, quanto as implicações sociais e culturais decorrentes da apropriação, por professores, dos espaços mediados por plataformas. Partindo do pressuposto de que a comunicação desempenha um papel central nas relações humanas, exploramos os conceitos de midiatização e cotidiano na linguagem estética das plataformas sociais, em especial o Instagram. Após confluência teórica, realizamos uma análise qualitativa descritiva da entrevista em profundidade com os educadores influenciadores digitais @carolmendonca e @professornoslen. Como resultados, apontamos reflexões sobre o fenômeno de influência digital pelos professores partindo da esfera afetiva e da interação como produtoras de sentidos e conhecimentos em Comunicação.

ABSTRACT In this article, we propose to examine the influence of media communication on sociability and meaning production, reflecting on the affective dimension in knowledge construction. Considering the aesthetic experience, we outline both the transformations brought about by media technologies in education and the social and cultural implications resulting from teachers' appropriation of spaces mediated by platforms. Assuming that communication plays a central role in human relationships, we explore the concepts of mediatization and everyday life in the aesthetic language of social platforms, especially Instagram. Following a theoretical confluence, we conduct a qualitative descriptive analysis of an in-depth interview with digital influencer educators @carolmendonca and @professornoslen. As a result, we point out reflections on the phenomenon of digital influence by teachers, starting from the affective sphere and interaction as producers of meanings and knowledge in Communication.

Abstract This article aims to analyze the clarity and engagement measures of publications on oral cancer in the Instagram profiles of official health agencies in Brazil. An infodemiological study was conducted with 81 profiles. Data collected concerned content classification, account and media, manner of addressing the topic, number of posts, likes, comments, views and hashtags. The clarity of the educational publications was assessed with the Brazilian version of the Clear Communication Index (BR-CDC-CCI). Data analysis involved Spearman’s correlation and the Mann-Whitney test (α = 5%). A total of 775 publications on oral cancer were found. The average BR-CDC-CCI score was 69.8 (SD = 15.5). The clarity of the information was adequate in 9.5% of the educational publications. Positive correlations were found between the number of likes and engagement (comments [r = 0.49], views [r = 0.96]), number of hashtags (r = 0.13) and year of publication (r = 0.21). Publications from the Health Ministry had a significantly higher BR-CDC-CCI score compared to the other profiles. Publications on oral cancer were correlated with engagement, year of publication and number of hashtags. Public agencies increased publications to reach the population, but the clarity of the content was low. Brazil 8 classification media topic posts comments BRCDCCCI. BRCDCCCI BR CDC CCI . (BR-CDC-CCI) Spearmans Spearman s MannWhitney Mann Whitney α 5%. 5 5% 5%) 77 698 69 69. SD 15.5. 155 15.5 15 15.5) 95 9 9.5 r 0.49, 049 0.49 , 0 49 0.49] 0.96, 096 0.96 96 0.96]) 0.13 013 13 0.21. 021 0.21 21 0.21) population low (BR-CDC-CCI 7 6 15. 1 9. 04 0.4 4 09 0.9 0.96] 0.1 01 02 0.2 2 0.

Resumo O objetivo do artigo é analisar a clareza e as medidas de engajamento das publicações sobre câncer bucal nos perfis do Instagram dos órgãos oficiais de saúde no Brasil. Realizou-se um estudo infodemiológico com 81 perfis. Foram coletados dados sobre classificação do conteúdo, conta e mídia, abordagem do tema, número de postagens, curtidas, comentários, visualizações e hashtags. A clareza das publicações educativas foi avaliada pela versão brasileira do Clear Communication Index (BR-CDC-CCI). A análise dos dados envolveu a correlação de Spearman e o teste de Mann-Whitney (α = 5%). Foram encontradas 775 publicações sobre câncer bucal. O escore médio do BR-CDC-CCI foi 69,8 (DP = 15,5). A clareza das informações foi adequada em 9,5% das publicações educativas. Correlações positivas foram encontradas entre o número de curtidas e engajamento (comentários [r = 0,49], visualizações [r = 0,96]), número de hashtags (r = 0,13) e ano de publicação (r = 0,21). Publicações do Ministério da Saúde apresentaram escore do BR-CDC-CCI significativamente maior do que os demais perfis (p = 0,01). As publicações sobre câncer bucal foram correlacionadas com engajamento, ano de publicação e número de hashtags. Os órgãos públicos aumentaram as publicações para atingir a população, mas a clareza do conteúdo foi baixa. Brasil Realizouse Realizou se 8 mídia tema postagens comentários BRCDCCCI. BRCDCCCI BR CDC CCI . (BR-CDC-CCI) MannWhitney Mann Whitney α 5%. 5 5% 5%) 77 698 69 69, DP 15,5. 155 15,5 15 15,5) 95 9 9,5 r 0,49, 049 0,49 , 0 49 0,49] 0,96, 096 0,96 96 0,96]) 0,13 013 13 0,21. 021 0,21 21 0,21) p 0,01. 001 0,01 01 0,01) população baixa (BR-CDC-CCI 7 6 15, 1 9, 04 0,4 4 09 0,9 0,96] 0,1 02 0,2 2 00 0,0 0,

Resumo O objetivo do artigo é analisar a clareza e as medidas de engajamento das publicações sobre câncer bucal nos perfis do Instagram dos órgãos oficiais de saúde no Brasil. Realizou-se um estudo infodemiológico com 81 perfis. Foram coletados dados sobre classificação do conteúdo, conta e mídia, abordagem do tema, número de postagens, curtidas, comentários, visualizações e hashtags. A clareza das publicações educativas foi avaliada pela versão brasileira do Clear Communication Index (BR-CDC-CCI). A análise dos dados envolveu a correlação de Spearman e o teste de Mann-Whitney (α = 5%). Foram encontradas 775 publicações sobre câncer bucal. O escore médio do BR-CDC-CCI foi 69,8 (DP = 15,5). A clareza das informações foi adequada em 9,5% das publicações educativas. Correlações positivas foram encontradas entre o número de curtidas e engajamento (comentários [r = 0,49], visualizações [r = 0,96]), número de hashtags (r = 0,13) e ano de publicação (r = 0,21). Publicações do Ministério da Saúde apresentaram escore do BR-CDC-CCI significativamente maior do que os demais perfis (p = 0,01). As publicações sobre câncer bucal foram correlacionadas com engajamento, ano de publicação e número de hashtags. Os órgãos públicos aumentaram as publicações para atingir a população, mas a clareza do conteúdo foi baixa.

Abstract This article aims to analyze the clarity and engagement measures of publications on oral cancer in the Instagram profiles of official health agencies in Brazil. An infodemiological study was conducted with 81 profiles. Data collected concerned content classification, account and media, manner of addressing the topic, number of posts, likes, comments, views and hashtags. The clarity of the educational publications was assessed with the Brazilian version of the Clear Communication Index (BR-CDC-CCI). Data analysis involved Spearman’s correlation and the Mann-Whitney test (α = 5%). A total of 775 publications on oral cancer were found. The average BR-CDC-CCI score was 69.8 (SD = 15.5). The clarity of the information was adequate in 9.5% of the educational publications. Positive correlations were found between the number of likes and engagement (comments [r = 0.49], views [r = 0.96]), number of hashtags (r = 0.13) and year of publication (r = 0.21). Publications from the Health Ministry had a significantly higher BR-CDC-CCI score compared to the other profiles. Publications on oral cancer were correlated with engagement, year of publication and number of hashtags. Public agencies increased publications to reach the population, but the clarity of the content was low.

Die definisies van sowel die International Federation for Plain Language as die ISO Gewone Taal Standaard beklemtoon dat verstaanbaarheid en bruikbaarheid noodsaaklik is vir die skep van optimale gewonetaaldokumente. In hierdie studie voer ek egter aan dat daar 'n derde meetbare element van gewonetaaldokumente is wat 'n effek op die sukses daarvan het, naamlik die manier waarop die verbruiker die gewonetaaldokumente ervaar. Vir hierdie studie is ' n kwantitatiewe korrelasionele navorsingsontwerp gebruik om die verhouding tussen respondente se ervaring, verstaanbaarheid, en bruikbaarheid van gewone-taaldokumente, asook respondente se persoonlike eienskappe, en die kontekste waarin die gewonetaaldokumente voorkom, te bepaal. Opnamenavorsing met 'n vraelys as die data-insamelingsinstrument is uitgevoer en 506 respondente het aan die studie deelgeneem. Die resultate van die studie dui daarop dat respondente oor die algemeen positiewe ervarings met gewonetaaltegnieke in dokumente gehad het. Verder is 'n sterk positiewe verhouding tussen die ervaring en die verstaanbaarheid van die gewonetaaldokumente gevind. Dit dui aan dat 'n positiewe ervaring tot 'n beter begrip van die dokumente bydra. Dit is egter nie die geval met bruikbaarheid nie, aangesien geen statisties beduidende verhouding hier gevind is nie. Wat betref buitetekstuele faktore, het slegs huistaal 'n statisties beduidende invloed op die ervaring van gewonetaaltegnieke gehad. Die resultate van hierdie studie dui dus daarop dat ervaring 'n belangrike faktor is in die sukses van gewonetaaldokumente, en gevolglik oorweeg moet word om ervaring as een van die elemente in die definisie van gewone taal in te sluit.

In the course of the past three decades, the concept of "plain language" has garnered increasing attention. Recent developments have further solidified this field, given the International Federation for Plain Language's definition of plain language, as well as the introduction of an ISO (International Organisation for Standardisation) Standard for plain language in 2023. These milestones suggest that plain language is set to play a more significant role in public communication. The International Federation for Plain Language defines plain language as communication in which the wording, structure, and design are so clear that the target audience can effortlessly find, understand, and use the information they need. However, this definition has faced criticism for its vagueness. In an effort to refine the definition, the ISO Plain Language Standard was introduced. It includes four governing principles: 1) Readers get the information they need; 2) Readers can easily find what they need; 3) Readers can easily understand what they find; and 4) Readers can easily use the information. Both the definitions of the ISO Standard and the International Federation for Plain Language concentrate on the understandability and usability of information in creating effective plain language documents. In this article, I argue that alongside understandability and usability, user experience should be considered as a third measurable element of success in plain language documents. Although existing research primarily focuses on usability and understanding, it gives limited attention to user experience, whereas I argue that user experience is a crucial factor in the creation of successful plain language documents. More specifically, I explore in this article the preference of respondents for plain language techniques used in documents in an attempt to establish a connection between the user's experience of these techniques and the document's usability and understandability. I also delve into users' overall experience with plain language documents and assess whether there is a correlation between overall experience and users' perceptions of specific plain language techniques. I further analyse users'experiences with plain language techniques within specific contexts, namely the medical, legal, and financial domains, to determine if the context influences their experience. In addition, I investigate the relationship between users'experiences with plain language techniques and extratextual factors, such as qualification, income, home language, the variety of Afrikaans they speak, and their level of engagement with the document's content. This comprehensive analysis aims to clarify the role of user experience in the success of plain language documents and it potentially prompts a reconsideration of experience, in addition to understandability and usability, when creating successful plain language documents. The study employed a quantitative correlational research design to examine the relationship between respondents' experience of plain language techniques, understandability and usability, extratextual factors, and the contexts in which these documents are encountered. Data collection involved a questionnaire-based survey, with 506 respondents participating through convenience sampling. The survey was conducted on the SUNSurvey platform at Stellenbosch University and was shared across social media platforms such as Facebook, Instagram, and WhatsApp to target individuals matching specific population characteristics. Respondents read one of 18 selected plain language documents and answered questions about the documents. Extratextual information, such as respondents' highest qualification level, annual income, home language, the variety of Afrikaans they speak, and the frequency with which they were exposed to the context, were collected. Engagement with the selected document was measured using Likert-scale statements. To assess understanding of the documents, factual questions were included, and usability questions were asked if respondents received one of the six forms that were tested. Experience with the plain language documents was also measured by means of Likert-scale statements. Importantly, respondents'experiences with specific plain language techniques were assessed, allowing them to express their experience with said techniques. The results of the study regarding respondents'experience of the plain language techniques used reveal overwhelmingly positive feedback. The Likert-scale ratings indicated that respondents across various demographic groups had favourable impressions of plain language techniques. This suggests that these techniques not only enhance document usability and understandability but are also well-received by users. The analysis of relationships between different variables yields intriguing findings. While many comparisons did not show statistically significant correlations, the noteworthy results are those that did. When examining respondents 'experiences with plain language techniques in documents across three contexts, no statistically significant relationship could be established, indicating positive experiences with these techniques across all contexts without contextual influence. In terms of understanding, most comparisons revealed a positive relationship between the experience of plain language techniques and understanding. This implies that respondents with more positive experiences better understood the documents, aligning with existing research and suggesting that improved understanding leads to more positive experiences. However, for usability there was no statistically significant relationship between the experience of plain language techniques and document usability, indicating that the study could not establish a clear link between these two factors. When considering extratextual factors, few statistically significant relationships were found. Only the respondents' home language showed a significant relationship with their experience of plain language techniques, suggesting that Afrikaans speakers had more positive experiences. For other extratextual factors, namely qualification, income level, and variety of Afrikaans, there were no significant correlations. In conclusion, this study highlights that positive experiences of plain language techniques are associated with better understandability, emphasising the importance of user experience in creating successful plain language documents. The results are positive for document designers, as diverse groups of people had positive experiences with these techniques, making plain language a tool for improving interactions with public documentation. This study suggests that considering user experience is crucial in defining plain language beyond just usability and understandability.

ABSTRACT This work aims to reflect on possible meanings for the evangelical faith based on utterances produced by three evangelical ministers in their social networks when they enunciate on themes that are linked, directly or indirectly, to political agendas. Based on the theoretical scope of studies in Applied Linguistics and on Bakhtinian conceptions of language, our analyzes point to three predominant meanings, which mean the evangelical faith as: i) reaffirmation of identity; ii) exercise of otherness and respect to the other; and iii) political practice. Such meanings demonstrate that there are contradictions within the religious discursivity, which allows the beating between hate speeches and respect and empathy ones within the realm of the evangelical faith. Thus, looking for cracks in religious discourse that oppose fundamentalist and authoritarian discourses is an ethical duty of a religious leader who recognizes his social and discursive role as influential in taking positions and, therefore, in the lives of the members of their congregation. linked indirectly agendas language i identity ii other iii practice discursivity Thus therefore congregation

RESUMO Este trabalho visa refletir sobre possíveis sentidos para a fé evangélica a partir de enunciados produzidos por três pastores evangélicos em suas redes sociais ao enunciarem sobre temas que se vinculam, direta ou indiretamente, a pautas políticas. Fundamentados no escopo teórico dos estudos em Linguística Aplicada e em concepções bakhtinianas de linguagem, nossas análises apontam três sentidos predominantes, os quais significam a fé evangélica como: i) reafirmação da identidade; ii) exercício da alteridade e respeito ao outro; e iii) prática política. Tais sentidos demonstram que há contradições no interior da discursividade religiosa, o que permite o batimento entre discursos de ódio e de respeito e empatia no âmbito da fé evangélica. Assim, buscar as fissuras no discurso religioso que se contraponham a discursos fundamentalistas e autoritários é um dever ético de um líder religioso que reconheça o seu papel social e discursivo como influente nas tomadas de posição e, por conseguinte, na vida dos membros de sua congregação. vinculam indiretamente políticas linguagem predominantes i identidade ii outro iii política religiosa Assim conseguinte congregação

Abstract Instagram is a fashion showcase with more than 1 billion users. This work investigates the accounts of Cristiano Ronaldo and Lionel Messi, as two of the influencers with the most followers on Instagram. Their activity in the social network of photographs is analyzed quantitatively and qualitatively, during a calendar year, from July 2019 to July 2020. It is concluded that promotional publications do not exceed 30% of total publications; only 3% of the followers give a like; less than 1% comment; and photo posts still prevail over video posts, although Instagram offers several formats (short videos, IGTV, reels and featured stories).

Resumen Instagram constituye un escaparate de moda con más de 1.000 millones de usuarios. Este trabajo investiga las cuentas de Cristiano Ronaldo y Lionel Messi, como dos de los influencers con más seguidores en Instagram. Se analiza cuantitativa y cualitativamente su actividad en la red social de fotografías, durante un año natural, de julio de 2019 a julio de 2020. Se concluye que las publicaciones promocionales no superan el 30% del total de las publicaciones; apenas el 3% de los seguidores dan un like; menos del 1% hace un comentario; y todavía priman los posts de fotografías sobre los posts de vídeos, aunque Instagram ofrezca varios formatos (vídeos cortos, IGTV, reels y stories destacados).

Resumo Instagram é uma vitrine de moda com mais de 1 bilhão de usuários. Este trabalho investiga os relatos de Cristiano Ronaldo e Lionel Messi, como dois dos influenciadores com mais seguidores no Instagram. A sua atividade na rede social de fotografias é analisada quantitativa e qualitativamente, durante um ano civil, de julho de 2019 a julho de 2020. Conclui-se que as publicações promocionais não ultrapassam 30% do total de publicações; apenas 3% dos seguidores gostam; menos de 1% comentário; e as postagens de fotos ainda prevalecem sobre as postagens de vídeo, embora o Instagram ofereça vários formatos (vídeos curtos, IGTV, carretéis e histórias em destaque).

Abstract The emergence of civil associations in favor of cannabis began in the 2010s. Faced with the inertia of the State, these organizations have acted in the reception, support, information, training, and facilitation of access for patients and their families to the medicine produced from marijuana, a prohibited substance in Brazil. This study aims to analyze how cannabis activism promoted by Brazilian associations is based on scientific knowledge or knowledge acquired through the experience of members. The methodology included interviews with participants from the ACuCa, Ama+me, and Apepi associations, as well as the Content Analysis of the profiles of these institutions on Instagram. It was found that cannabis activism on Instagram is similar to that practiced in person; however, activism on social media prioritizes the dissemination of knowledge through information and training of its followers, being careful to treat the content in order to suit the guidelines of the platform. In addition, the main lines of action of cannabis associations (reception and distribution of medicinal oils) appear in a veiled way in the publications, most of which occur through private conversations in the media with the associations.

Resumo O surgimento de associações civis em prol da cannabis se iniciou na década de 2010. Diante da inércia do Estado, essas organizações têm atuado no acolhimento, apoio, informação, capacitação e facilitação do acesso de pacientes e familiares a medicamento produzido à base de maconha, substância proibida no Brasil. Este estudo visa analisar como o ativismo canábico promovido pelas associações brasileiras se fundamenta em conhecimentos científicos ou adquiridos pela vivência dos associados. A metodologia englobou entrevistas com participantes das associações ACuCa, Ama+me e Apepi e análise de conteúdo dos perfis dessas instituições no Instagram. Verificou-se que o ativismo canábico no Instagram apresenta semelhanças com aquele praticado presencialmente, no entanto, o ativismo nas mídias sociais prioriza a divulgação do conhecimento pela informação e capacitação de seus seguidores, tendo o cuidado de tratar o conteúdo para se adequar às diretrizes da plataforma. Além disso, as principais linhas de atuação do associativismo canábico (acolhimento e distribuição de óleos medicinais) aparecem de forma velada nas publicações, sendo que em sua maioria ocorrem em conversas privadas nos meios de comunicação com as associações.

Abstract Focusing on the impact that risk communication issued by public health organizations brings to changing societal behaviors, this research aimed to analyze the key messages that the World Health Organization (WHO) has defined to promote the COVID-19 vaccination program. In order to achieve this goal, a qualitative study methodology was used to analyze the content published on the WHO’s Facebook and Instagram pages from April 1 to August 31, 2021. In total, 62 publications were analyzed. The results showed that the WHO used four key communication messages to promote the importance of vaccination in society: ensuring the credibility and transparency of the information transmitted; certifying the safety and efficacy of the vaccine; appealing to a sense of collective responsibility; and associating the vaccine with the solution to end the pandemic were the chosen communication axes. The conclusions of this study show that, although fair access to the vaccine is still a reality in the making, the fact that almost 70% of the world’s population has been vaccinated suggests that the messages sent by the WHO in the context of risk communication may have contributed to building a positive image of the vaccination program.

Resumo Centrando-se no impacto que a comunicação de risco emitida pelas organizações de saúde pública tem na mudança dos comportamentos da sociedade, esta investigação pretende analisar as mensagens-chave que a Organização Mundial de Saúde (OMS) definiu para promover o programa de vacinação contra a covid-19. Para cumprir este objetivo, enveredou-se por uma metodologia de estudo qualitativa, que privilegiou o uso da análise do conteúdo publicado nas páginas de Facebook e de Instagram da OMS, no período de 1 de abril a 31 de agosto de 2021. No total, foram analisadas 62 publicações. Os resultados mostraram que a OMS utilizou quatro eixo de comunicação para promover a importância da vacinação na sociedade: garantir a credibilidade e a transparência da informação transmitida; certificar a segurança e a eficácia da vacina; apelar ao sentido de responsabilidade coletiva; e associar a vacina à solução para pôr fim à pandemia. As conclusões do estudo mostram que, embora a equidade no acesso à vacina ainda seja uma realidade em construção, os quase 70% da população mundial vacinada sugerem que as mensagens enviadas pela OMS no contexto de comunicação de risco podem ter contribuído para a construção de uma imagem positiva do programa de vacinação.

ABSTRACT OBJECTIVE To describe the methodological challenges and strategies of a web survey on the working conditions and health among delivery workers. METHODS The study population consisted of Brazilian delivery workers operating in the national territory. Procedures include building solid and ongoing collaboration with worker representatives and conducting a four-month data collection from February to May 2022, sharing the link to the online questionnaire on social media such as social networks (Facebook, Instagram) and messaging apps (WhatsApp, Telegram). RESULTS The recruitment of 41 leaders or influencers of delivery workers increased the dissemination of the study, some of whom participated in the consensual validation of the questionnaire; the production of content for social media for the dissemination of the questionnaire link on social networks and applications, and the in-person dissemination of the study at the delivery workers’ meeting points during the workday played a fundamental role, totaling around 132 hours in 45 shifts. The strategies adopted for data collection with a hybrid approach to dissemination made it possible to carry out the web survey. After four months of the web survey, 564 delivery workers, 543 men and 18 women, responded to the online questionnaire. CONCLUSION The web survey presented methodological strategies to overcome the challenge of reaching workers, including hybrid work, to increase the participation of workers, on whom epidemiological research is still scarce.

Resumo No Brasil contemporâneo tem sido expressivo tanto o número de homens-pais assumindo o cuidado de seus filhos e filhas, quanto das iniciativas de produção de conteúdo sobre paternidades no Instagram. Este artigo visa analisar as concepções que sustentam o ativismo digital da homoparentalidade no Instagram, a partir dos estudos de gênero com homens. Para tal, realizou-se um estudo qualitativo em ambiência digital, utilizando o método das narrativas de vida. Os resultados foram analisados e divididos nas seguintes seções: projeto de parentalidade; experiência pessoal de paternidade; articulação de agenda política LGBT; quando a paternidade vira um “negócio”; e haters, críticas e reações negativas. Conclui-se que a reflexão sobre a própria experiência de paternidade/masculinidade, atravessada pelo marcador social da diferença orientação sexual e o ativismo por direitos que sustentam a produção de conteúdo. Assim, ressalta-se a singularidade de cada paternidade, pois o fato de ser gay constrói a experiência de paternidade particular para cada homem. Apesar das iniciativas expostas, mudanças ainda são incipientes, visto que o ativismo por direitos coexiste com o avanço de forças conservadoras, que limitam as expressões das alteridades sexuais e de gênero.

Abstract In contemporary Brazil, the number of male fathers taking care of their sons and daughters and the initiatives to produce content about fatherhood on Instagram have been significant. This article aims to analyze the concepts that support the digital activism of homoparenting on Instagram, based on gender studies with men. To this end, a qualitative study was conducted using the life narrative method in a digital environment. The results were analyzed and divided into the following sections: parenting project, personal experience of fatherhood, articulation with LGBT political agenda when parenthood becomes a “business”, and haters, criticism, and adverse reactions. It was concluded that the reflection on the experience of fatherhood/masculinity itself is crossed by the social marker of the difference in sexual orientation and the activism for rights that sustain content production. Thus, the uniqueness of each fatherhood is highlighted since the fact of being gay constructs the fatherhood experience for each man. Despite the initiatives brought forth in this study, changes are still in progress, as rights activism coexists with the advancement of conservative forces, which limit the expressions of sexual and gender otherness.

Resumo O artigo objetiva identificar infrações à NBCAL e analisar o conteúdo das mensagens postadas na rede social Instagram. Estudo de abordagem quali-quantitativa, com amostra de conveniência composta por perfis identificados por meio de termos específicos, precedidos do símbolo hashtag (#). A coleta de dados foi realizada durante dois meses por pesquisadores treinados, por meio de questionário estruturado. Calculou-se a frequência de promoção de produtos que caracterizava violação à NBCAL, segundo categoria e fabricante. As mensagens foram analisadas por meio da técnica de análise de conteúdo. Foram identificadas 64 contas pessoais de mulheres mães com infrações em 89 produtos, a maioria alimentos (n = 72), sendo os compostos lácteos (54,2%) e as fórmulas infantis para lactentes (45,8%) os mais divulgados. Duas categorias temáticas emergiram dos textos postados, uma relativa à qualidade dos produtos e a outra sobre a dificuldade com a amamentação, especialmente a baixa produção de leite. O estudo identificou violações à NBCAL na rede social Instagram, alertando para a necessidade do reconhecimento do marketing digital para incluí-lo nas regras impostas pela norma no contexto virtual, considerando a capilaridade das redes sociais na divulgação de informações para o público em questão.

Abstract The article aims to identify NBCAL violations and analyze the content of messages posted on the Instagram social network. This qualitative-quantitative study consisted of a convenience sample of profiles identified through specific terms preceded by the hashtag symbol (#). Data were collected for two months by trained researchers using a structured questionnaire. We calculated the product promotion frequency that characterized violation of the NBCAL per category and manufacturer. The messages were analyzed using the content analysis technique. We identified 64 personal accounts of mothers with violations in 89 products, mainly food (n = 72), dairy compounds (54.2%), and infant formulas (45.8%) were the most publicized. Two thematic categories emerged from the posted texts, one related to the quality of the products and the other about breastfeeding difficulty, especially low milk production. The study identified NBCAL violations on the Instagram social network, alerting the need to recognize digital marketing to include it in the rules imposed by the Norm in the virtual context, considering the capillarity of social networks in disseminating information to the public in question.

Resumen El surgimiento de las redes masivas de comunicación gracias a Internet ha generado un cambio significativo en la sociedad al permitir un acceso sin precedentes a la información. Este fenómeno ha propiciado la recolección y explotación de datos, dando lugar al concepto de colonialismo de datos, que implica la dominación y explotación de los datos por parte de naciones o empresas líderes, similar a la explotación de recursos ocurrido durante el colonialismo histórico. El uso y aprovechamiento de los datos por empresas tecnológicas está en constante crecimiento, dando lugar a lo que se conoce como un asentamiento digital, donde un pequeño grupo de empresas expanden su influencia al incorporar nuevos usuarios en espacios digitales ya establecidos o en territorios digitales emergentes. Un análisis del estado actual del colonialismo de datos revela el impacto significativo de Facebook y YouTube destacando como principales redes sociales colonizadoras, mientras que la corporación Meta, que engloba a Facebook, Facebook Messenger, WhatsApp e Instagram, surge como el principal protagonista en la colonización de datos a nivel global.

Abstract The emergence of massive communication networks thanks to the Internet has generated a significant change in society by allowing unprecedented access to information. This phenomenon has led to the collection and exploitation of data, giving rise to the concept of data colonialism, which implies the domination and exploitation of data by nations or leading companies, similar to the exploitation of resources that occurred during historical colonialism. The use and exploitation of data by technology companies is constantly growing, giving rise to what is known as a digital settlement, where a small group of companies expand their influence by incorporating new users in already established digital spaces or in emerging digital territories. An analysis of the current state of data colonialism reveals the significant impact of Facebook and YouTube standing out as the main colonizing social networks, while the Meta corporation, which encompasses Facebook, Facebook Messenger, WhatsApp and Instagram, emerges as the main player in data colonization at a global level.

Resumo O aparecimento de redes de comunicação de massas graças à Internet gerou uma mudança significativa na sociedade ao permitir um acesso sem precedentes à informação. Este fenómeno conduziu à recolha e exploração de dados, dando origem ao conceito de colonialismo de dados, que implica o domínio e a exploração de dados por nações ou empresas líderes, à semelhança da exploração de recursos que ocorreu durante o colonialismo histórico. A utilização e a exploração de dados por empresas tecnológicas estão em constante crescimento, dando origem ao que é conhecido como colonização digital, em que um pequeno grupo de empresas expande a sua influência incorporando novos utilizadores em espaços digitais estabelecidos ou em territórios digitais emergentes. Uma análise do estado atual do colonialismo de dados revela o impacto significativo do Facebook e do YouTube, que se destacam como as principais redes sociais colonizadoras, enquanto a corporação Meta, que engloba o Facebook, o Facebook Messenger, o WhatsApp e o Instagram, surge como o principal interveniente na colonização global de dados.

Governments cannot effectively manage and handle disasters, particularly at the local community level, without actively engaging vulnerable people. The key to achieving sustainability in disaster recovery is community participation and information dissemination. The informal settlements' lack of access to information and public engagement hampered their ability to recovery, thus prompting this study. Therefore, many cities and intervention partnerships faced information and participation gaps in disaster risk reduction (DRR). The study's rationale was to determine the participation and communication of Khayalitjha household heads, regarding DRR information dissemination for sustainable human settlement, using a cross-sectional household survey of 295 household heads from Khayalitjha in situ informal settlement in the Free State provinces of South Africa. The security of dwelling unit tenure concept was an indirect indicator used to measure social resilience. The key findings revealed that community volunteers, ward committee members and most of the respondents, were responsible for initiating the DRR and disaster preparedness planning process. This indicated that local government needs to strengthen the human resource capacity building for DRR management information dissemination at a local level. The church, school, WhatsApp, Facebook, Twitter and Instagram were the preferred modes of communication for early warnings of disaster information. CONTRIBUTION: Despite advocating for a multidisciplinary stakeholder approach, urban DRR studies tend to ignore communities in high disaster-risk areas. Employing social resilience, it aims to extend the DRR information dissemination strategy to in situ informal settlements beyond the communication and public participation advocacy strategies of local municipal urban cities.

Abstract Anthropomorphisms, understood as part of the processes of interpretation and approach to animal otherness, are present in the diversity of relationships we establish with other species. Therefore, it requires a situated understanding of how these anthropomorphisms are expressed and their implications. Empathy also involves interpreting the internal states of the other and is often mentioned in antispeciesist contexts where ruptures and reconfigurations occur in the ways of perceiving and relating to other animals. From an ethnographic research perspective, I will approach the complexity of these processes by following the experiences and narratives generated in an antispeciesist animal sanctuary. The Instagram account of the sanctuary is taken as the central thread of the analysis, a key communication space in its objective to make visible the animals living there, inform about their problems, and promote other forms of coexistence. Anthropomorphisms otherness species Therefore implications perspective analysis there problems coexistence

Resumen Los antropomorfismos, entendidos como parte de los procesos de interpretación y de aproximación a la otredad animal, estarían presentes en la diversidad de relaciones que establecemos con otras especies. Requiere, por tanto, una comprensión situada de cómo se expresan y sus implicaciones. La empatía también involucra interpretar los estados internos del otro, siendo frecuentemente aludida en contextos antiespecistas donde se producen rupturas y reconfiguraciones en los modos de percibir y relacionarse con los demás animales. Desde la investigación etnográfica, me aproximaré a la complejidad de estos procesos siguiendo las experiencias y narrativas que se generan en un santuario de animales antiespecista. Se toma como hilo conductor del análisis la cuenta de Instagram del santuario, un ámbito de comunicación clave en su objetivo de visibilizar a los animales que viven allí, informar de sus problemas y promover otras formas de coexistencia. antropomorfismos animal especies Requiere tanto implicaciones otro etnográfica antiespecista allí coexistencia