Abstract

HODECKER, Maísa et al. Social Representations and social influence in comments posted on the Ministry of Health’s Instagram about COVID-19. Psi Unisc [online]. 2023, vol.7, n.1, pp.75-91.  Epub Apr 10, 2026. ISSN 2527-1288.  https://doi.org/10.17058/psiunisc.v7i1.17547.

Given the importance of preventive behaviors in the face of the COVID-19 pandemic, we sought to discuss the phenomenon of social influence and its informational dimension of social representations (RS), based on comments in a post about the new coronavirus made by the Ministry of Health. Health on Instagram. It started with a theoretical discussion based on the Theory of Social Representations (TRS), more specifically using a dimensional approach to SR. This is a qualitative documentary research of the descriptive-exploratory type. We analyzed 1,805 comments about a publication by the Ministry of Health on Instagram, made on March 18, 2020, on the epidemiological situation of COVID-19. A Thematic-Categorial Content Analysis was carried out, identifying the following categories: 1) Containment of collective dissemination; 2) Economic implications; 3) Coping strategies; 4) Anxiety; 5) Media information; 6) Social comparisons with other affected countries. The dimensions of information, attitude and field were identified. The identified SR is anchored to the notion of threat to health and the global economy. The moment of uncertainty favors informational influence, which can have a negative impact on the population, as well as favoring prevention actions.

Keywords : Pandemic; COVID-19; Social representations; Social influence; Social networks.

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