Vida saudável e ciberterritório: os discursos construídos por médicos no Instagram

Abstract

The presence of doctors in the cyberterritory raises discussions involving the area of health and communication, which became even more evident with the Covid 19 pandemic. In this scenery, the study aims to analyze the discourses on healthy living constructed by influential doctors on Instagram. For this, a literature review was carried out and reflections on the area of communication and health were raised, with the researchers Inesita Soares de Araújo (2007) and Janine Miranda Cardoso (2007), in addition to the definitions of health promotion, seen in the studies of Dina Czeresnia (2003), and Bauman's (2001) approaches to health care. The concepts of multiterritories and multi-territorialities are based on authors such as Saquet (2015) and Haesbaert (2011), connected to Raquel Recuero's (2014) conceptions about digital social media. The study constitutes a descriptive, explanatory and bibliographical research and involves documental analysis, considering Instagram publications as a collection document. As for the nature of the data, it is qualitative research and uses the theoretical-methodological perspective of discursive semiotics and plastic semiotics, from the authors José Luiz Fiorin (2011), Diana Barros (2005) and Ana Claudia Oliveira (2004), to analyze such discourses. The corpus consists of stories published on the Instagram profile of doctor Mohamad Barakat. In view of the analyses, it is concluded that the construction of the healthy life discourse is covered by themes such as routine, lifestyle, behavior, counseling and self-care, figuratized by evidence exposed by the doctor, such as food, and reinforced by the expressive arrangement, inserted in a cyberterritory whose presence of the doctor is marked by informality, intimacy and proximity.