Redes sociais na comunicação de crises crônicas: uma análise comparativa do Instagram e do TikTok no governo do Equador
DOI:
https://doi.org/10.5294/pacla.2025.28.4.3Palavras-chave:
Análise de conteúdo, crises crônicas, crises políticas, comunicação de crises, redes sociaisResumo
Diferentemente das crises agudas, as crises crônicas se desenvolvem gradualmente e respondem a conflitos subjacentes. Essas situações são comuns na esfera política, em que governos herdam problemas e erros de administrações passadas. Este estudo examina o uso do Instagram e do TikTok na comunicação governamental em crises crônicas, tomando o governo do Equador como estudo de caso. Duas crises em 2024 são analisadas: o conflito armado interno e a crise energética. A metodologia é comparativa e qualitativa, baseada na análise de conteúdo das publicações das contas da Presidência e da Secretaria de Comunicação do Governo. Os resultados indicam que o Instagram e o TikTok tiveram uso similar em ambos os casos, embora a estratégia de comunicação tenha sido ajustada às circunstâncias de cada crise. O TikTok foi utilizado principalmente para replicar conteúdo do Instagram, mas com menos frequência, evidência da falta de uma estratégia específica para essa plataforma. Da mesma forma, o Instagram produziu entre 81,9% e 98,4% do total de reproduções de vídeos em cada crise. Conclui-se que crises crônicas podem beneficiar as autoridades em casos de baixa atribuição de responsabilidade, nos quais os efeitos mais graves da crise são controlados, embora não se obtenham resultados duradouros. Trabalhos futuros poderiam analisar o uso da estratégia de exploração e seus efeitos de longo prazo na atribuição de responsabilidade do governo.
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