Science Communication: The Case of Maratona da Saúde TV program

Authors

  • Mariana Adeodato Alves de Souza Instituto de Saúde Coletiva, Universidade Federal da Bahia, Brasil
  • Andrea Oliveira Departamento de Filología y Comunicación, Universidad de Gerona, España

DOI:

https://doi.org/10.20318/recs.2019.4469

Keywords:

science communication, entertainment, fundraising, narrative, Maratona da Saúde, Portugal

Abstract

Introduction: Scientific communication and a great approximation of science with society are strategies for raising funds for scientific research. Objective: The goal of the study is to examine the narratives used in the television program of Maratona da Saúde as a communicative tool for the effectiveness of fundraising. Methodology: a content analysis of the Television Program of the five editions of Maratona da Saúde was carried out, based on the work of Luís Mauro Sá Martino (2016). Results: the results obtained indicate that the Maratona da Saúde is, in fact, an innovative Project, whose success lies in the mixture of various forms of health and science narratives, using accessible language, managing to gradually involve the viewer, which contributes to make him a potential donor. Conclusion: the studied TV show contributes to the education and learning of Portuguese society about science, health and the importance of its promotion.

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Author Biographies

  • Mariana Adeodato Alves de Souza, Instituto de Saúde Coletiva, Universidade Federal da Bahia, Brasil
    Formada em Comunicação Social, com ênfase em Relações Públicas pela Universidade Salvador, UNIFACS (1996-2000). Especialização em Administração de Empresas, pela Universidade Federal da Bahia, UFBA (2003-2005) e Mestrado em Comunicação de Ciência pela Universidade Nova de Lisboa, FCSH-UNL (2015-2017). Atualmente integra Grupo de Comunicação do Observatório de Análise Política em Saúde, CNPq /(ISC-UFBA). Área de interesse: Comunicação e Saúde
  • Andrea Oliveira, Departamento de Filología y Comunicación, Universidad de Gerona, España

    Andrea Oliveira Andrea Oliveira es doctora en Comunicación por la Universidad
    Rovira i Virgili (URV). Imparte docencia sobre estrategias de comunicación en el
    Grado de Publicidad y Relaciones Públicas de la Facultad de Turismo de la Universidad
    de Gerona (UdG) y en el de la Facultad de Comunicación de la Universidad Rovira i
    Virgili (URV). Ha publicado varios artículos en revistas académicas. Sus principales
    líneas de investigación se centran en “Comunicación y Salud”, “Alfabetización en
    Salud” y “Comunicación Estratégica”,” Relaciones Públicas”, “Relaciones con los
    públicos y los stakeholders”

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Additional Files

Published

2019-11-12

Issue

2019: Suplemento 2

Section

Originals

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How to Cite

Science Communication: The Case of Maratona da Saúde TV program. (2019). Revista Española De Comunicación En Salud , 72-85. https://doi.org/10.20318/recs.2019.4469