A Presença digital de conselhos de saúde: o uso de mídias sociais no processo de accountability de entidades de representação social

Abstract

This research analyzed how the use of social media by state health councils can improve the accountability process and increase citizen participation. To this end, it analyzed almost 10,000 posts on the social networks Facebook, Instagram, and X (formerly Twitter) from 26 State Health Councils during the period from January 2019 to August 2023, covering the period before, during, and after the COVID-19 pandemic. The data showed a substantial difference in the use of platforms between the different regions of Brazil, with councils in the South and Southeast regions standing out for their greater digital activity compared to those in the North and Northeast regions, which demonstrated a more discreet online presence, with fewer posts and interactions with the general public. A relevant finding of the study was the preference for the use of Facebook followed by Instagram among the health councils analyzed; on the other hand, X was the least used platform, indicating an underutilized opportunity for effective communication with society. The most common areas of publication in the posts of the state health councils were about the dissemination of the council's agenda, dissemination of the activities carried out by the council, and encouragement of public participation. On the other hand, little was published about accountability for the resources received for the council's activities, complaints, and full disclosure of reports and documents prepared by the council. The study concluded that social networks and other digital technologies play a fundamental role in strengthening transparency and promoting social responsibility and oversight by civil society. When used strategically, social networks can contribute significantly to increasing citizen participation and improving the visibility of the activities of the State Health Councils. The research results support the perceived accountability presented by Aleksovka; Schillemans and Grimmelikhuijsen (2019), who explain how people internalize responsibility through a moral and ethical sense of acting in favor of society. The research indicates that State Health Councils in Brazil have a great opportunity to use social media as a tool to promote accountability and engagement with citizens and society at large. However, it is essential to invest in training council members in digital skills and online communication to make the most of these platforms. It is also important to develop more efficient and personalized communication strategies for each region and specific target audience. The research highlights how social media can be used to foster transparency and encourage civic engagement in public administration – topics of extreme importance for Applied Economics with regard to the efficient allocation of public resources and the pursuit of social equity. By examining how councils operate online and how people engage with them digitally, the study contributes and impacts by presenting insights for policy makers and administrators seeking to improve the use of resources and promote justice in the health area. The findings of this research can help in the creation of strategies and public policies that aim to strengthen local governments and promote more active community participation in social development, contributing to a more efficient, transparent and democratic health system.