{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,7,30]],"date-time":"2025-07-30T16:57:07Z","timestamp":1753894627290,"version":"3.41.2"},"reference-count":17,"publisher":"Zeppelini Editorial e Comunicacao","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["J Bras Doen\u00e7as Sex Transm"],"abstract":"<jats:p>Introduction: In view of the syphilis epidemic that Brazil is experiencing and the need to strengthen the discourse on preventing this sexually transmitted infection (STI), the campaign \"Eu sei, voc\u00ea sabe?\" (I know. Do you know?) was conducted for dissemination of the pieces on social media. Objective: The of aim of this study was to perform a qualitative descriptive analysis of the posts published on the social network Instagram of the National Campaign to Fight Syphilis 2020-21 aimed at young people. Methods: The analysis performed was based on the method suggested by Eliseo V\u00e9ron and aimed to establish relationships between the \"reading contracts\" offered and the processes of focusing (strong direct relevance) and defocusing (interdiscursive relevance) acting in the messages with the results of the communication indicator \"Reach\/Exposure\". Results: The analysis was conducted from October 2020 to April 2021. In all, 31 cards were published. Among them, eight publications presented in their content a discourse directed at young people including individuals in the 20-29 age bracket. In general, the pieces provided a common proposal of visual structuring and aimed to address the deficiencies identified in previous campaigns developed and presented in the perspective of the project itself, as well as the propositions established by control agencies for dealing with syphilis in Brazil. Conclusion: Some hypotheses raised on the basis of the analysis were as follows. There is the possibility that the distinction between grammars of production and recognition produce negotiations or resistance to the meaning of the interpellation contained in the theme \"S\u00edfilis. Eu sei. Voc\u00ea sabe?\u201d Even if the characters presented in the cards did not include some specific audiences, such as young transgenders, the language offered can generate empathy in these audiences. The production strategies of cards with a more visual aesthetic and added to a predominantly graphic distribution of important information possibly contributed to a greater reach\/impact on the social network audience.<\/jats:p>","DOI":"10.5327\/dst-2177-8264-20213319","type":"journal-article","created":{"date-parts":[[2021,12,10]],"date-time":"2021-12-10T21:20:21Z","timestamp":1639171221000},"source":"Crossref","is-referenced-by-count":0,"title":["The reading contracts in the advertising discourse of health communication campaigns: an analysis of the \u201cI know. Do you know?\u201d campaign"],"prefix":"10.5327","volume":"33","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5128-6040","authenticated-orcid":false,"given":"Ana Cl\u00e1udia","family":"Costa","sequence":"first","affiliation":[{"name":"Universidade Federal do Rio Grande do Norte"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9219-1312","authenticated-orcid":false,"given":"Arthur","family":"Barbalho","sequence":"additional","affiliation":[{"name":"Universidade Federal do Rio Grande do Norte"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4053-6726","authenticated-orcid":false,"given":"Suelayne","family":"Sousa","sequence":"additional","affiliation":[{"name":"Universidade Federal do Rio Grande do Norte"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0876-377X","authenticated-orcid":false,"given":"Juciano de Sousa","family":"Lacerda","sequence":"additional","affiliation":[{"name":"Universidade Federal do Rio Grande do Norte"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8738-9244","authenticated-orcid":false,"given":"Mar Marcos","family":"Molano","sequence":"additional","affiliation":[{"name":"Universidad Complutense de Madrid"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8448-1846","authenticated-orcid":false,"given":"Maria Nat\u00e1lia","family":"Ramos","sequence":"additional","affiliation":[{"name":"Universit\u00e9 Paris-Sorbonne V"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-2226-7297","authenticated-orcid":false,"given":"Lilian Carla","family":"Muneiro","sequence":"additional","affiliation":[{"name":"Universidade Federal do Rio Grande do Norte"}]}],"member":"3318","published-online":{"date-parts":[[2021]]},"reference":[{"key":"ref0","doi-asserted-by":"publisher","unstructured":"Avelleira JCR, Bottino G. S\u00edfilis: diagn\u00f3stico, tratamento e controle. An Bras Dermatol. 2006;81(2):111-26. https:\/\/doi.org\/10.1590\/S0365-05962006000200002","DOI":"10.1590\/s0365-05962006000200002"},{"key":"ref1","doi-asserted-by":"publisher","unstructured":"Brasil. Minist\u00e9rio da Sa\u00fade. S\u00edfilis \u2013 Estrat\u00e9gias para Diagn\u00f3stico no Brasil. Brasil: Minist\u00e9rio da Sa\u00fade; 2010 [cited on May 12, 2021]. Available at: https:\/\/bvsms.saude.gov.br\/bvs\/publicacoes\/sifilis_estrategia_diagnostico_brasil.pdf","DOI":"10.7476\/9788575416068.0002"},{"key":"ref2","unstructured":"World Health Organization. Global health sector strategy on sexually transmitted infections 2016-2021: toward ending STIs. Geneva: World Health Organization; 2016."},{"key":"ref3","unstructured":"Brasil. Boletim epidemiol\u00f3gico de s\u00edfilis. Brasil: Minist\u00e9rio da Sa\u00fade; 2020."},{"key":"ref4","unstructured":"Brasil. Boletim epidemiol\u00f3gico de s\u00edfilis. Brasil: Minist\u00e9rio da Sa\u00fade; 2018."},{"key":"ref5","doi-asserted-by":"publisher","unstructured":"Pereira ED, Cadaxa A, Paz J. Comunica\u00e7\u00e3o em sa\u00fade para s\u00edfilis: levantamento de a\u00e7\u00f5es de comunica\u00e7\u00e3o municipais a partir do olhar dos apoiadores do Projeto Resposta R\u00e1pida \u00e0 S\u00edfilis. Rev Bras Inov Tecnol Sa\u00fade. 2019;9(2):15. https:\/\/doi.org\/10.18816\/r-bits.vi0.18682","DOI":"10.18816\/r-bits.vi0.18682"},{"key":"ref6","doi-asserted-by":"publisher","unstructured":"Kreps G, Maibach E. Transdisciplinary science: the nexus between communication and public health. J Commun. 2008;58(4):732-48. https:\/\/doi.org\/10.1111\/j.1460-2466.2008.00411.x","DOI":"10.1111\/j.1460-2466.2008.00411.x"},{"key":"ref7","unstructured":"Ramos N. Comunica\u00e7\u00e3o e sa\u00fade em contexto multicultural. In: Encontro de Estudos Multidisciplinares em Cultura, 4, 2008. Atas. Salvador: Faculdade de Comunica\u00e7\u00e3o, UFBA; 2008. P. 1-14."},{"key":"ref8","unstructured":"Rangel ML, Ramos N. Comunica\u00e7\u00e3o e sa\u00fade: perspetivas contempor\u00e2neas. Salvador: EDUFBA; 2017."},{"key":"ref9","unstructured":"Ver\u00f3n E. As m\u00eddias na recep\u00e7\u00e3o: desafios da complexidade. In: Ver\u00f3n E, editor. Fragmentos de um tecido. S\u00e3o Leopoldo: Unisinos; 2005. p. 273-285."},{"key":"ref10","doi-asserted-by":"publisher","unstructured":"Orozco GG, Gonz\u00e1lez RR. Una coartada metodol\u00f3gica: abordajes cualitativos en la investigaci\u00f3n en comunicaci\u00f3n, medios y audiencias. Ciudad de M\u00e9xico: Tintable; 2011.","DOI":"10.26422\/aucom.2012.0202.cor"},{"key":"ref11","unstructured":"Ver\u00f3n E. A publicidade ou os mist\u00e9rios da recep\u00e7\u00e3o. In: Ver\u00f3n E, editor. Fragmentos de um tecido. S\u00e3o Leopoldo: Unisinos; 2005. p. 264-272."},{"key":"ref12","doi-asserted-by":"publisher","unstructured":"Huhman M, Potter LD, Nolin MJ, Judkins DR. Evaluation of the VERBTM campaign: challenges and solutions. Commun Methods Meas. 2009;3(1-2):47-60. https:\/\/doi.org\/10.1080\/19312450902809680","DOI":"10.1080\/19312450902809680"},{"key":"ref13","unstructured":"Olejniczak A, Tomorad D. Selected indicators for evaluating the effectiveness of marketing communication. Sci Res Organ. 2015;16(2):19-32."},{"key":"ref14","unstructured":"Hall S. Codifica\u00e7\u00e3o\/decodifica\u00e7\u00e3o. In: Hall S, editor. Da di\u00e1spora: identidades e media\u00e7\u00f5es culturais. Belo Horizonte: Editora UFMG; 2003. p. 387-404."},{"key":"ref15","doi-asserted-by":"publisher","unstructured":"Secom TCU. TCU faz recomenda\u00e7\u00f5es ao Minist\u00e9rio da Sa\u00fade para conter aumento dos casos de s\u00edfilis no Pa\u00eds. Tribunal de Contas da Uni\u00e3o [Internet]; 2017 [cited on Nov 5, 2021]. Available at: https:\/\/portal.tcu.gov.br\/imprensa\/noticias\/tcu-faz-recomendacoes-ao-ministerio-da-saude-para-conter-aumento-dos-casos-de-sifilis-no-pais.htm","DOI":"10.48143\/rdai.16.fgc"},{"key":"ref16","doi-asserted-by":"publisher","unstructured":"Andrasik PM, Clad R, Bove J, Tsegaselassie S, Morris M. A preliminary evaluation of a community-based campaign to increase awareness of concurrency and HIV transmission in African American and African-born communities. AIDS Behav. 2015;19(10):1782-91. https:\/\/doi.org\/10.1007\/s10461-015-1017-y","DOI":"10.1007\/s10461-015-1017-y"}],"container-title":["Jornal Brasileiro de Doen\u00e7as Sexualmente Transmiss\u00edveis"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.bjstd.org\/revista\/article\/view\/1139\/1044","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,2,25]],"date-time":"2025-02-25T16:20:53Z","timestamp":1740500453000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.bjstd.org\/revista\/article\/view\/1139"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2021]]},"references-count":17,"URL":"https:\/\/doi.org\/10.5327\/dst-2177-8264-20213319","relation":{},"ISSN":["2177-8264","0103-4065"],"issn-type":[{"type":"electronic","value":"2177-8264"},{"type":"print","value":"0103-4065"}],"subject":[],"published":{"date-parts":[[2021]]},"article-number":"e213319"}}