Las vacunas contra la Covid-19 en TikTok en Brasil

Ben-Hur Bernard Pereira Costa; Lídia Raquel Herculano Maia; Marcelo Alves dos Santos Júnior; Thaiane Oliveira; Luisa Massarani

doi:10.7764/cdi.56.63663

Authors

Ben-Hur Bernard Pereira Costa Costa, Instituto Nacional de Comunicação Pública da Ciência e Tecnologia (INCT-CPCT/Fundação Oswaldo Cruz), Rio de Janeiro, Brasil
Lídia Raquel Herculano Maia Instituto Nacional de Comunicação Pública da Ciência e Tecnologia (INCT-CPCT/Fundação Oswaldo Cruz), Rio de Janeiro, Brasil
Marcelo Alves dos Santos Júnior Pontifícia Universidade Católica do Rio de Janeiro (PUC-RIO), Rio de Janeiro, Brasil
Thaiane Oliveira Universidade Federal Fluminense (UFF), Rio de Janeiro, Brasil
Luisa Massarani Instituto Nacional de Comunicação Pública da Ciência e Tecnologia (INCT-CPCT/Fundação Oswaldo Cruz), Rio de Janeiro, Brasil

DOI:

https://doi.org/10.7764/cdi.56.63663

Keywords:

Vaccine; COVID-19; TikTok

Abstract

In this article, we examine the production of videos about vaccines on TikTok in Brazil. By analyzing the hashtags related to the vaccine, we identified 612 videos that covered the topic of vaccines on this platform from May 2020 to September 2022. Using thematic analysis and content analysis, we examined the different themes, positions, forms of expression, legitimized actors, and both audio and visual resources in the production of vaccine-related content on this platform. Based on our analysis, we found a positive tone in just over half of the videos about vaccines, with neutral or ambiguous positions on the topic strongly represented. In addition, we found that TikTok is used to share personal vaccination experiences, create sketches depicting supposed side effects of vaccines, celebrate the start of immunization, and provide information about vaccine efficacy and use. Furthermore, we noted a politicization of the content related to COVID-19 vaccination on the platform, reflecting the political disputes that have characterized the pandemic in Brazil. In summary, TikTok serves as a platform to express experiences and perceptions related to vaccination, but it also facilitates the dissemination of content that approaches the topic in a humorous tone, which can lead to the spread of fears and negative perceptions regarding vaccines.

Author Biographies

Ben-Hur Bernard Pereira Costa, Costa, Instituto Nacional de Comunicação Pública da Ciência e Tecnologia (INCT-CPCT/Fundação Oswaldo Cruz), Rio de Janeiro, Brasil

Ben-Hur Bernard Pereira Costa, researcher at the National Institute of Public Communication of Science and Technology (INCT-CPCT, by its Portuguese acronym), attached to the Oswaldo Cruz Foundation (Fiocruz). Ph.D. student at the Federal Universidade Federal de Rio Grande do Norte and master’s degree in Social Communication from the same university. Graduated in Social Communication, with specialization in Journalism, from the Universidad Federal de Alagoas, and in Interior Design from the Instituto Federal de Alagoas.

Lídia Raquel Herculano Maia, Instituto Nacional de Comunicação Pública da Ciência e Tecnologia (INCT-CPCT/Fundação Oswaldo Cruz), Rio de Janeiro, Brasil

Lídia Raquel Herculano Maia, postdoctoral researcher at the National Institute of Public Communication of Science and Technology (INCT-CPCT), of the Oswaldo Cruz Foundation (Fiocruz). Ph.D. in Communication from the Universidade de Vale do Rio dos Sinos, with doctoral practice at the School of Communication of Florida State University, master’s degree in Media from the Universidade Federal do Rio Grande do Norte, and scholarship holder of the Inova Fiocruz Junior Postdoctoral Program.

Marcelo Alves dos Santos Júnior, Pontifícia Universidade Católica do Rio de Janeiro (PUC-RIO), Rio de Janeiro, Brasil

Marcelo Alves dos Santos Junior, Ph.D. and master’s degree in Communication from the Universidade Federal Fluminense. Professor at the Department of Social Communication of the Pontifícia Universidade Católica do Rio de Janeiro (PUC-RIO). Coordinator of the Media, Technology and Data Research Laboratory. Adjunct researcher at the Laboratory of Media, Democracy, and Political Institutions (Lamide/UFF) and the Research Group on Politics, Public Opinion, and Communication (Gruppocom/UFC). Author of the book #vaipracuba A gênese das redes de direita no Facebook (#vaipracuba The genesis of right-wing networks on Facebook).

Thaiane Oliveira, Universidade Federal Fluminense (UFF), Rio de Janeiro, Brasil

Thaiane Oliveira, professor of the postgraduate program in Communication at the Universidade Federal Fluminense (UFF). Member of the National Institute of Science and Technology in Conflicts and Informational Sovereignties (INCT-DSI) of the National Institute of Science and Technology in Public Communication of Science and Technology (INCT-CPCT) and of Comparative Studies in Conflict Management (INCT-InEAC). Affiliated member of the Brazilian Academy of Sciences. She obtained the CNPq Research Productivity Scholarship - Level 2. She also obtained the Young Scientist of Our State (FAPERJ, by its Portuguese acronym) scholarship.

Luisa Massarani, Instituto Nacional de Comunicação Pública da Ciência e Tecnologia (INCT-CPCT/Fundação Oswaldo Cruz), Rio de Janeiro, Brasil

Luisa Massarani, Ph.D. in the field of Management, Education, and Dissemination in Biosciences from the Universidade Federal do Rio de Janeiro (UFRJ). Coordinator of the National Institute of Public Communication of Science and Technology (INCT-CPCT) and researcher at Casa de Oswaldo Cruz, Fiocruz (COC/Fiocruz). She obtained the 1B productivity grant from the National Council for Scientific and Technological Development (CNPq) and also the Scientist of Our State grant from the Research Support Foundation of the State of Rio de Janeiro (FAPERJ).

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