Health in the Social Network: An Exploratory Study of the Fan Page “Melhor com Saúde” (“Better with Health”)

  • Denise Cristina Ayres Gomes


This study aims to understand the symbolic dimension of health in the digital environment. We conducted an exploratory study of the fan page “Melhor com Saúde” (“Better with Health”) that has 8.5 million followers on Facebook. We selected the two most commented posts, described the content, and analyzed the first 50 comments for each. We used content analysis by thematic category proposed by Bardin (Análise de conteúdo. Edições, Lisboa, 2004). The fan page focuses on daily issues that tend to affect the body and spiritual balance. Based on an analysis of the most commented posts, we can observe how digital social media reconfigure the meaning of health. The topic expands in the social realm, creating a network of solidarity around new thematic ideas. Today, health becomes associated with well-being and the hedonistic enjoyment of life. Going beyond modern sense of rationality, it encompasses an ethos that is aesthetic, circumstantial, erected, and shared through a communication network.


Cyberculture Social media Health Postmodernity Facebook 


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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Denise Cristina Ayres Gomes
    • 1
  1. 1.Social Sciences, Health and Technology CenterFederal University of MaranhãoImperatrizBrazil

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