The Ecuadorian Government's 9/100 Vaccination Plan: A Comparative Analysis of Social Media Use

ABSTRACT

The aim of this article is to identify how the Ecuadorian Government's has managed the communication on social media of vaccination campaign 9/100, released after the COVID-19 pandemic. After reviewing the main theories related govern-ment communications and risk management in the context of public health, the activity in social media of the Communications Office of the Government from May 24 to September 1 of 2021 is studied. Therefore, to begin, it has been applied the PRGS model (Presence, Response, Generation and Suggestion) to measure the activity and response received on social media. Then, the content of the posts has been reviewed, through the analysis of the messages given on the posts from the point of view of its frame, presentation, and purpose. The findings reveal that the vaccination campaign was the main theme on social media and that the messages published were part of a proper risk communications strategy. Nonetheless, there were found certain deficiencies regarding risk managing in the context of public health.