Iconoclasia de noticias falsas sobre la vacunación contra el Covid-19 a través de memes digitales

Dhione Oliveira Santana; Everton Marques de Andrade; Raquel Marques Carriço Ferreira

doi:10.35669/rcys.2024.14.e334

Authors

Dhione Oliveira Santana Universidade Federal de Minas Gerais https://orcid.org/0000-0002-0165-2153
Everton Marques de Andrade Federal University of Sergipe https://orcid.org/0000-0002-0330-2667
Raquel Marques Carriço Ferreira Federal University of Sergipe https://orcid.org/0000-0002-7307-5527

DOI:

https://doi.org/10.35669/rcys.2024.14.e334

Keywords:

Iconoclasia, Noticias falsas, Memes, Vacuna, COVID-19

Abstract

Introduction: We are living in the Post-Truth Era where public opinion is based much more on appeals to emotions and personal beliefs than on objective facts. Science and social facts have, in this context, been put to the test by political movements that use the appeal of irrationality to win followers and candidates. In Brazil, as well as in several parts of the world, the Covid-19 pandemic was a fertile ground for the spread of fake news, however, here an important enemy was found, the memes, which on the internet, were in this scenario, an important weapon against disinformation. The present research, in this sense, aims to observe the arguments of some memes spread in the fight against fake news about the Covid-19 vaccine, and consequently, playing an important role in promoting vaccination against the disease in Brazil. Methodology: The study is based on the method of critical multimodal discourse analysis (MCDA) by Machin and Mayr (2012) and which were later applied by Smith (2019) in the study of memes and fake news, when analyzing the relations of power and ideology in the Internet. In order to achieve the objective launched here, we used multimodal analysis in three memes that oppose fake news about the Covid-19 vaccine in Brazil. Discussions: In the three memes analyzed, we verified references to the denialist discourse of fake news, humor, and elements of popular culture to combat the idea of non-adherence to vaccination. Conclusion: Memes were thus an important ally of science and public health in Brazil.

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Author Biographies

Dhione Oliveira Santana, Universidade Federal de Minas Gerais

D. in Administration from the Federal University of Minas Gerais, Brazil. Master in Communication from the Federal University of Sergipe and graduated in Social Communication with specialization in Advertising and Propaganda. He is interested in studies related to Marketing and Communication, especially in Communication and Health, Advertising Communication, Organizational Communication and Public Relations, Telenovelas, Ethics and Responsibility in Marketing and Communication, and Consumer Behavior. He is also involved in studies related to Entrepreneurship, Innovation and Intellectual Property.

Everton Marques de Andrade, Federal University of Sergipe

(PPGCOM) de la Universidad Federal de Sergipe (UFS), bajo la línea de investigación Cultura, Economía y Políticas de Comunicación. Se graduó en Comunicación Social con especialización en Publicidad y Propaganda (2017) en la misma universidad. También formó parte del entonces Laboratorio de Investigación en Emprendimiento e Innovación de la UFS (LEI) y del Grupo de Estudios de Producción y Recepción Mediática (RECEPCOM), así como del Laboratorio de Análisis de Visualidades, Narrativas y Tecnología (LAVINT). Tiene afinidad con estudios enfocados en el campo de la Comunicación en Salud, con un enfoque en los roles asumidos en las redes sociales y sus diferentes relaciones con la información y educación en salud, los movimientos sociales del tercer sector y sus prácticas comunicativas en salud. Universidad Federal de Sergipe, Brasil.

Orcid ID: https://orcid.org/0000-0002-0330-2667

Raquel Marques Carriço Ferreira, Federal University of Sergipe

Associate Professor at the Federal University of Sergipe (UFS), where she teaches in the undergraduate and graduate programs in Social Communication. She is a publicist, master's degree from the Methodist University of São Paulo (2003), PhD from the Nova University of Lisbon with a research stay at the University of Leeds, England (2011), and postdoctoral fellow at ISCTE - University Institute of Lisbon (2017). She has experience in the area of Applied Sociology, working with topics of Communication Theories, Applied Research, Audience and Reception Studies, Communication and Health, Ethics and Advertising Legislation, Campaign Planning and Integrated Communication.His field of study is circumscribed in the dynamics of interaction of the individual with the media or other social contexts mediated by communicational platforms, shaping the nexus between the production of messages and their consumption. Among several articles and book chapters, she has published two books: "Brazilian and Portuguese Soap Operas: Patterns of Audience and Consumption", EDISE publishing house (EDITAL FAPITEC/SE/FUNTEC/SEGRASE No. 10/2014 - Researcher's Aid Program for Scientific Publications); and "Everyday Cases: the discourse of Advertising in Magazines", published by UFS publishing house (EDITAL 001∕2019 PROGRAMA EDITORIAL DA UFS), both results of funding calls with editorial board. She has been a researcher at CIMJ - Centro de Pesquisa Media e Jornalismo da Faculdade de Ciências Sociais e Humanas (FCSH) da Universidade Nova de Lisboa, is a researcher at CIES-IUL - Centro de Pesquisa e Estudos de Sociologia do Instituto Universitário de Lisboa (ISCTE-IUL) and coordinates RECEPCOM - Grupo de Estudos de Produção e Recepção Mediática UFS∕CNPq. Universidade Federal de Sergipe, Brazil.

Orcid ID: https://orcid.org/0000-0002-7307-5527

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