Entre a ciência e o público: estratégias de comunicação sobre saúde mental nas redes sociais do Portal Drauzio Varella

Abstract

This dissertation investigates how mental health content is ethically and informatively translated and constructed on social media. It starts from the following research question: in what ways do the communication strategies employed in scientific dissemination through these platforms expand access to information and contribute to a culture of care and the confrontation of stigma and taboos. For the corpus, we curated nine videos from the Portal Drauzio Varella on YouTube, Instagram, and TikTok, covering the topics of anxiety, depression, and obsessive-compulsive disorder (OCD). The corpus analysis methodology is interdisciplinary, combining Lucia Leão’s (2011) cartography of imaginaries, the essayistic film analysis by Vanoye and Goliot-Leté (1994), and the transmedia narrative strategy outlined by Jenkins (2006). We engage with Romano’s (2004) ecology of communication, understanding social media as symbolic environments for mediation and meaning production. Inspired by Krenak’s (2022) health worldview and Foucault’s (2006) care of the self, we look at today’s corpus envisioning a new tomorrow. The analysis considers narrative, aesthetic, symbolic, and cultural aspects, as well as modes of meaning construction and engagement, leading to the understanding that, when mediated ethically, sensitively, and strategically, these contents expand access to information and promote a more empathetic and conscious culture regarding mental health. The research also aligns, through its objectives and corpus, with the United Nations 2030 Agenda’s Sustainable Development Goals (SDGs) 3, 4, 10, and 16