RESUMO
This chapter uses discourse analysis to study the statements made by two main players of the Mexican government: President Andrés Manuel López Obrador and Hugo López-Gatell, the Undersecretary for Health Prevention and Promotion. This analysis also discusses the ¡Quédate en casa! audiovisual advertisement campaign and its main character: the heroine SuSana Distancia. It suggests that the government's advertisement campaigns failed to promote the importance of health care and joint responsibility among the community;this is reflected in the number of people infected and deaths in Mexico. This study is made up of six parts: the first introduces the importance of a strategic communication plan;the second discusses the frame of reference;the third describes the analysis method and the corpus study configuration;the fourth includes the results;the fifth ponders the analysis;and the sixth includes the conclusions. The main findings are that the Mexican government never had the intention of promoting the use of masks as an essential measure. Two spots taught the population how to wear a mask;however, the discourse of both the Undersecretary and the President was that wearing a mask was not an essential measure to control infections. © Springer Nature Switzerland AG 2023. All rights reserved.
RESUMO
This chapter focuses on the concern about the implementation strategy of the Federal Government's Vaccination Plan. Both the public and private health professionals, as well as those persons who must leave their homes to earn their livelihood, have been the most affected by the Covid-19 pandemic. Therefore, the objective of this research was to study the interactions carried out on two social media, in order to analyze what people think about the way the Federal Government's Vaccination Plan has been implemented. A mixed methodology (quantitative) was used to carry out this analysis, in order to gather the data and carry out a numerical visualization with the aim of obtaining a general appraisal about the study object. Additionally, digital ethnography was used to observe the type of interaction carried out in the fora. The data was gathered during three episodes. The first episode included informants, who were asked to get the opinion of their groups about a discussion-generating question, which raised doubts about the vaccination strategy. The second episode consisted of following a person's post expressing his opinion about the senior citizens' first vaccination day. The aim of the third episode of this analysis was to study the first 150 comments that Internet users made on the walls of two prestigious Mexican research-professors: Lorenzo Meyer and Sergio Aguayo. © Springer Nature Switzerland AG 2023. All rights reserved.