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Exploração sistemática de estratégias de dinamização das populações para as questões de saúde no Brasil: a comunicação na Semana Nacional de Humanização do SUS
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Abstract(s)
Neste trabalho serão analisadas características da comunicação organizacional, de
mobilização social e da comunicação em saúde, para, na parte empírica, analisar a
comunicação para mobilização social no evento Semana Nacional de Humanização,
realizado pela Política Nacional de Humanização, no Brasil, em 2014. Em um primeiro
momento, buscamos compreender as características principais da comunicação
organizacional na forma prática, assim como os aspectos que propiciaram seu
surgimento. A fim de compreender como essa comunicação tem aplicabilidade no
cotidiano das empresas, se buscou pormenorizar as etapas de formulação do
planejamento de uma comunicação voltada às organizações, sua implementação e
relacionamento com a imprensa, e como atividades de marketing e publicidade se
inserem na comunicação para organizações. Mais adiante, já buscando demonstrar as
similaridades e especificidades entre a comunicação organizacional e a comunicação
específica para mobilização social em questões de saúde, solidifica-se conceitos acerca
da aplicabilidade desta última, suas características e resultados esperados. Só a partir daí
se começa a analisar a comunicação dentro do evento promovido pela Política Nacional
de Humanização (PNH), a Semana Nacional de Humanização. Concentra-se, portanto,
em explicar como o evento se insere no Sistema Único de Saúde no Brasil (SUS). A
PNH busca humanizar o serviço e estimular a participação efetiva dos três atores que
compõe o sistema: gestores, trabalhadores e usuários. A Semana Nacional de
Humanização surgiu como mais um espaço de debate para unir estes atores na
construção dessa humanização. O presente estudo, por meio de questionários enviados
aos inscritos no evento buscou, então, analisar o alcance desse objetivo e como a
comunicação contribuiu neste processo. Apesar de ter sido muito exitosa no sentido de
reforçar boas práticas e percepções dos inscritos no evento, a comunicação lidou com
alguns desafios com a extensão territorial do país, a diferença cultural e ainda a
resistência do usuário em conhecer e participar de ações do SUS. Além de analisar
acertos e falhas, também se buscou apontar caminhos para futuros eventos afim de
aumentar a mobilização e melhorar a comunicação.
In this work of organizational communication features will be analyzed, social mobilization and communication in health, for, in the empirical part, analyze the communication for social mobilization in the event National Humanization Week, organized by the National Policy of Humanization in Brazil in 2014. at first, we tried to understand the main characteristics of organizational communication in a practical way, as well as the aspects that bring about its emergence. In order to understand how this communication is applicable in daily business, he sought detail the formulation stages of planning a communication focused organizations, implementation and relationship with the press, and how marketing and advertising activities are part of the communication to organizations. Further, since trying to demonstrate the similarities and specificities between organizational communication and specific communication for social mobilization on health issues, solidifies concepts about the applicability of the latter, its characteristics and expected results. Only then one begins to analyze communication in the event sponsored by the National Humanization Policy (PNH), the National Week of Humanization. It focuses, therefore, to explain how the event is included in the Unified Health System in Brazil (SUS). The NHP seeks to humanize the service and encourage the effective participation of the three actors that make up the system: managers, workers and users. The National Week Humanization came as another forum for debate to unite these actors in building this humanization. This study through questionnaires sent to subscribers in the event sought, then, to analyze the scope of this objective and how communication contributed to this process. Despite having been very successful to reinforce good practices and perceptions for event registrants, communication dealt with some challenges to the territorial extension of the country, cultural differences and even the user's strength to know and participate in the SUS actions. In addition to analyzing successes and failures, also sought to point out ways for future events in order to increase the mobilization and improve communication.
In this work of organizational communication features will be analyzed, social mobilization and communication in health, for, in the empirical part, analyze the communication for social mobilization in the event National Humanization Week, organized by the National Policy of Humanization in Brazil in 2014. at first, we tried to understand the main characteristics of organizational communication in a practical way, as well as the aspects that bring about its emergence. In order to understand how this communication is applicable in daily business, he sought detail the formulation stages of planning a communication focused organizations, implementation and relationship with the press, and how marketing and advertising activities are part of the communication to organizations. Further, since trying to demonstrate the similarities and specificities between organizational communication and specific communication for social mobilization on health issues, solidifies concepts about the applicability of the latter, its characteristics and expected results. Only then one begins to analyze communication in the event sponsored by the National Humanization Policy (PNH), the National Week of Humanization. It focuses, therefore, to explain how the event is included in the Unified Health System in Brazil (SUS). The NHP seeks to humanize the service and encourage the effective participation of the three actors that make up the system: managers, workers and users. The National Week Humanization came as another forum for debate to unite these actors in building this humanization. This study through questionnaires sent to subscribers in the event sought, then, to analyze the scope of this objective and how communication contributed to this process. Despite having been very successful to reinforce good practices and perceptions for event registrants, communication dealt with some challenges to the territorial extension of the country, cultural differences and even the user's strength to know and participate in the SUS actions. In addition to analyzing successes and failures, also sought to point out ways for future events in order to increase the mobilization and improve communication.
Description
Keywords
Comunicação organizacional Comunicação na saúde Mobilização Semana Nacional de Humanização Brasil Organizational communication Health communication Mobilization National Week Humanization Brazil