Comunicación de la salud en la campaña “Chécate, mídete, muévete”: representaciones y eficacia
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Sánchez-Reina JR, Brito Fuentes C. Comunicación de la salud en la campaña “Chécate, mídete, muévete”: representaciones y eficacia. Razón y palabra. 2016;3(94):640-56.
Abstract
En este artículo reflexionamos sobre la comunicación de la salud en la campaña «Chécate, Mídete, Muévete» como eje de promoción y comunicación educativa de la “Estrategia Nacional para la Prevención y el Control del Sobrepeso, la Obesidad y la Diabetes” en México. Analizamos la representación de la salud, la enfermedad, la prevención y los riesgos en una de las formas comunicación que emplea. Evaluamos y discutimos en términos estructurales la eficacia del mensaje poniéndolo relación con la estrategia global en la que se sustenta. Nuestra unidad de análisis son los spots televisivos de la campaña. Identificamos y describimos la estructura comunicativa de estos anuncios. Discutimos y reflexionamos sobre su eficacia sistematizando el análisis en los elementos que definen el plan de comunicación estratégica. Los hallazgos nos permiten afirmar que esta campaña reduce el cuidado de la salud y la prevención de los riesgos a una dimensión biológica: la vigilancia y el control del cuerpo, la evitación de conductas de riesgo en tanto factores que lo engordan. La familia, las mujeres y la población en riesgo son los grupos con los cuales se desea mantener una comunicación abierta. Se excluyen de esta forma de diálogo a las poblaciones enfermas y a adultos mayores. La campaña emplea recursos que facilitan su memorización. No obstante, esto no se traduce en influencia. Concluimos que la comunicación de la salud de esta campaña se propone a partir de relatos redundantes e idealizados cuya falta de apertura y pluralidad puede poner en riesgo los objetivos de la estrategia nacional.
In this article, we reflect on Health Communication in the campaign «Chécate, Mídete, Muévete» as a promotional and educational communication axle of the" National Strategy for the Prevention and Control of Overweight, Obesity and Diabetes "in Mexico. We analyze the representation of health, disease, prevention and risks in one of its means of communication. We evaluate and discuss the efficacy of its message in relation to the overall strategy in which has origin. Our unit of analysis is TV spots of the campaign. We identified and described the communicative structure of announcements: technical features, characters, actions. We discuss and reflect on efficacy by systematizing the analysis through the elements that define the strategic communication plan. The findings allow us to affirm that this campaign reduces health care and prevention of risks to a biological dimension: monitoring and body control, avoidance of risky behaviors as factors that fatten body. Family, women and population at risk are the groups that health institutions want to communicate. Sick populations are excluded from this communication. The campaign uses resources that facilitate memorization. Nevertheless, can they be considered effective of influence? We conclude that health communicationm of this campaign is proposed thought redundant and idealized stories whose lack of openness and plurality can jeopardize the objectives of the national strategy.
In this article, we reflect on Health Communication in the campaign «Chécate, Mídete, Muévete» as a promotional and educational communication axle of the" National Strategy for the Prevention and Control of Overweight, Obesity and Diabetes "in Mexico. We analyze the representation of health, disease, prevention and risks in one of its means of communication. We evaluate and discuss the efficacy of its message in relation to the overall strategy in which has origin. Our unit of analysis is TV spots of the campaign. We identified and described the communicative structure of announcements: technical features, characters, actions. We discuss and reflect on efficacy by systematizing the analysis through the elements that define the strategic communication plan. The findings allow us to affirm that this campaign reduces health care and prevention of risks to a biological dimension: monitoring and body control, avoidance of risky behaviors as factors that fatten body. Family, women and population at risk are the groups that health institutions want to communicate. Sick populations are excluded from this communication. The campaign uses resources that facilitate memorization. Nevertheless, can they be considered effective of influence? We conclude that health communicationm of this campaign is proposed thought redundant and idealized stories whose lack of openness and plurality can jeopardize the objectives of the national strategy.
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Health communication in the campaign "Chécate, mídete, muévete": representations and effectiveness
