“A ciência por trás dos alimentos”: uso do instagram na divulgação da ciência e tecnologia de alimentos

Abstract

The present work had as general objective the evaluation of the profile data “The science behind food” (@pibiex.alimentos) on Instagram through a Social Network Analysis. The profile was created for the development of an extension project, where weekly posts were made in the Instagram feed and strory on subjects related to Food Science and Technology. For the evaluation of the project, the research in question used the Analysis of Social Networks (ARS) to study the structure of the network, through this, it was identified that the behaviors and opinions depend on the structure in which the individuals are inserted, in addition to using the digital technology of the Instagram platform, which provides the metrics tool to analyze interactions with publications made in the feed and stories of the profile (likes, comments, impressions, shares, saves and others). After analyzing the posts, it was found that the most interacted feed publication was the theme “freshly ground beef or frozen?”, standing out in the highest number of likes, comments and reach, this generated a sharing of opinions regarding consumption preference, as well as, through comments, it was verified that its consumption is related to the financial condition of the consumer, it is a cheap product, chosen when the current income is low. The stories posts were analyzed, in this category, the polls were the most interacted with due to the structure of the public to identify more with this type of post, without much manifestation expressed in words, but manifested through likes, emojis and shares. In the research, alternative text was also presented, a means used to describe the image with a voice reader, effecting the social inclusion of people with visual impairments in digital media. In this way, the objectives were achieved, being important to help identify which themes work best for your followers, which ways to reproduce or improve, contributing to finding a type of content that generates better results, as well as verifying that the use of of all the resources made available by the platform to promote good publicity and reach a larger audience.