Análise descritiva das postagens sobre fórmula infantil e composto lácteo na rede social Instagram

Abstract

Objective: Descriptively analyze the posts about infant formula and dairy compound on the social network Instagram in August 2020. Methods: The posts (videos and images) for each hashtag were extracted by the application programming interface (API) of Instagram. An online interface to store all the information extracted using the #formulainfantil and #compostolacteo. Results: In all, 205 posts were analyzed, 130 referring to #formulainfatil and 75 about #compostolacteo. It was observed that the largest number of images and videos in both hashtags were made on professional profiles, with a higher incidence of white people present in the posts of the two hashtags. 18 thematic categories were created considering the main subjects addressed in the posts, with 20.9% corresponding to “criticisms about the consumption of infant formula”. In general, phrases with requests for sponsorship, advice for other mothers and the use of pejorative phrases about product criticism had a higher percentage of occurrence. Conclusions: For the #infantil formula, there was a predominance of posts with content aimed at criticizing the consumption of infant formula, the difference between powdered milk, infant formula and dairy compound and advertising of infant formula in the pharmacy. As for #compostolacteo, there was a predominance of posts with content aimed at comparing dairy compound and powdered milk and comparison between powdered milk, dairy compound and infant formula. Keywords: