Influence of Discursive Strategies on the Reach of MINSA's Instagram Posts about COVID-19
DOI:
https://doi.org/10.37387/ipc.v12i3.393Keywords:
discursive strategies, Instagram posts, textual typology, syntax, healthAbstract
This study analyzes the relationship between discursive strategies in Instagram posts and their reach, measured by "likes". Instagram posts about COVID-19 from the Ministry of Health were examined, using a non-experimental, cross-sectional quantitative approach. The findings indicate that textual typology (exhortative, instructive, argumentative, informative) and syntax (imperative and active sentences) significantly influence the reach of posts. Exhortative posts and imperative and active sentences were the most common and had significantly higher reach. Additionally, a decrease in reach was observed in the months of June and July. The word "mask" was frequently used, reflecting public health recommendations. This study provides valuable understanding of how discursive strategies can impact the reach of social media posts, which is useful for health organizations and other actors seeking to maximize the impact of their messages.
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