O papel da literacia em saúde : compreensão e produção de mensagens de e-saúde para a autogestão da pessoa com diabetes
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2019
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Este trabalho teve como ponto de partida o desenho, desenvolvimento e implementação de um conjunto de intervenções no domínio da literacia em e-saúde vocacionadas para a informação e prevenção em torno da diabetes. Estas intervenções foram desenhadas a partir de conteúdos digitais orientados para a promoção adoção de um estilo de vida mais ativo que melhore a capacidade de autogestão e, consequentemente, os padrões de saúde de pacientes diabéticos.
O objetivo deste trabalho foi aferir o potencial dessas intervenções para melhorar as condições gerais do paciente e definir uma metodologia de intervenção que, recorrendo aos princípios da comunicação estratégica, nomeadamente no que concerne ao uso da persuasão, melhore o
processo de construção e a eficácia de mensagens em e-saúde. O trabalho pressupõe que a qualidade e o conteúdo da comunicação veiculada através de mensagens tecnologicamente mediadas é essencial para a modificação do comportamento dos indivíduos a longo prazo. A pesquisa realizada envolveu avaliação da eficiência - considerando o nível de compreensão e literacia dos receptores – de mensagens com informações em saúde disponibilizadas através de dispositivos móveis a pacientes de diabetes no Brasil. Os testes foram aplicados em uma amostra composta por adultos a partir de 18 anos, com diabetes e de diversos níveis socioeconômicos na cidade de Poços de Caldas (Minas Gerais). Considerando os objetivos do
estudo, foi desenvolvido um desenho misto com componentes qualitativas e quantitativas,
destinado a aferir em simultâneo do grau de eficácia das mensagens junto dos pacientes e do
grau de envolvimento dos prestadores nas intervenções desenhadas com recurso a essas mesmas mensagens. A pesquisa foi do tipo exploratória e descritiva quanto aos objetivos,
com pesquisa qualitativa e quantitativa em grupos de pacientes e qualitativa junto a profissionais de saúde. A fase de análise de resultados recorreu a um desenho quaseexperimental de natureza causal em ordem ao teste das hipóteses. Compreendeu-se de que forma o uso dos recursos audiovisuais suportados por meios de comunicação tão presentes hoje na vida dos cidadãos - como é o caso de TVs digitais e meios móveis como smartphones e tablets - quando associado à veiculação de mensagens em torno de tópicos de saúde desenhadas com base nos princípios de comunicação e persuasão característicos da comunicação publicitária e estratégica, melhora a eficácia de intervenções em e-saúde e pode aumentar os níveis de literacia em saúde.
This work started with the drawing, development and implementation of a group of interventions in the field of e-health literacy focused in informing about and preventing diabetes. Those interventions were drawn based in digital content that targeted the promotion and adoption of a more active lifestyle that improves the self-management skill and, as a consequence, the health patterns of diabetic patients. The goal of this work is to evaluate the potential those interventions have to improve the patient’s general conditions and define an intervention methodology that, by using the principles of strategic communication, in special the use of persuasion, can improve the building process and the efficiency of e-health messages. The work assumes that the quality and the content of the communication broadcasted through technologically mediated messages is essential to changing the individuals’ behavior in the long run. The research involved evaluation of the efficiency – considering the receptors’ level of comprehension and literacy – of messages including health information and available through mobile to Brazilian diabetic patients. The tests were applied in a sample composed by adults age 18 and above, with diabetes and from several socioeconomic levels in the city of Poços de Caldas (Minas Gerais). Considering the goals of the study, a mixed drawing with qualitative and quantitative components was developed, and it was destined to evaluated simultaneously the efficiency degree of messages aimed at the patients and the involvement degree of medical staff in interventions drawn using those same messages. The research was an exploratory and descriptive one, considering its goals, and it involved a qualitative and quantitative research in patients’ groups and a quantitative research with the help of medical professionals. The analysis phase used one almost experimental causal drawing before testing the hypothesis. When looking for evaluating how the elaboration of health messages, made in an adeaquate and particularized manner, targeted at health professionals and diabetic patients, improves the involvement of them both in the intervention process, it is desired to contribute to a better comprehension of the role that communication strategies play in the development of health literacy. In particular it’s sought to comprehend how the use of audiovisual resources supported by means of communication so common today at people’s lives – like digital TVs and mobile means like smartphones and tablets – when associated to the broadcasting of messages about health topics drawn according to the communication and persuasion principles that are common to publicitary and strategic communication, how it improves the efficiency of e-health interventions and can raises the health literacy levels.
This work started with the drawing, development and implementation of a group of interventions in the field of e-health literacy focused in informing about and preventing diabetes. Those interventions were drawn based in digital content that targeted the promotion and adoption of a more active lifestyle that improves the self-management skill and, as a consequence, the health patterns of diabetic patients. The goal of this work is to evaluate the potential those interventions have to improve the patient’s general conditions and define an intervention methodology that, by using the principles of strategic communication, in special the use of persuasion, can improve the building process and the efficiency of e-health messages. The work assumes that the quality and the content of the communication broadcasted through technologically mediated messages is essential to changing the individuals’ behavior in the long run. The research involved evaluation of the efficiency – considering the receptors’ level of comprehension and literacy – of messages including health information and available through mobile to Brazilian diabetic patients. The tests were applied in a sample composed by adults age 18 and above, with diabetes and from several socioeconomic levels in the city of Poços de Caldas (Minas Gerais). Considering the goals of the study, a mixed drawing with qualitative and quantitative components was developed, and it was destined to evaluated simultaneously the efficiency degree of messages aimed at the patients and the involvement degree of medical staff in interventions drawn using those same messages. The research was an exploratory and descriptive one, considering its goals, and it involved a qualitative and quantitative research in patients’ groups and a quantitative research with the help of medical professionals. The analysis phase used one almost experimental causal drawing before testing the hypothesis. When looking for evaluating how the elaboration of health messages, made in an adeaquate and particularized manner, targeted at health professionals and diabetic patients, improves the involvement of them both in the intervention process, it is desired to contribute to a better comprehension of the role that communication strategies play in the development of health literacy. In particular it’s sought to comprehend how the use of audiovisual resources supported by means of communication so common today at people’s lives – like digital TVs and mobile means like smartphones and tablets – when associated to the broadcasting of messages about health topics drawn according to the communication and persuasion principles that are common to publicitary and strategic communication, how it improves the efficiency of e-health interventions and can raises the health literacy levels.
Descrição
Orientação: Manuel José de Almeida Damásio
Palavras-chave
DOUTORAMENTO EM CIÊNCIAS DA COMUNICAÇÃO, COMUNICAÇÃO, COMUNICAÇÃO EM SAÚDE, LITERACIA, SAÚDE, E-HEALTHCARE, DIABETES, AUTOGESTÃO, DISPOSITIVOS MÓVEIS, PERSUASÃO, COMMUNICATION, HEALTH COMMUNICATION, LITERACY, E-HEALTHCARE, DIABETES, SELF-MANAGEMENT, MOBILE DEVICES, PERSUASION