#Alimentaçãosaudável: modelagem do conceito de alimentação saudável difundido nas mídias sociais

Abstract

Healthy eating is a complex multidimensional phenomenon. This thesis proposes to understand the concept of healthy eating disseminated in social media. It is considered that this concept influences the perception of people who access these repositories of information about healthy eating. The posted content tagged with the hashtag #healthyfood reflects the collective discourse of social media users on the theme of healthy eating. To model the concept of healthy eating in this discourse, the Model for Understanding Shared Concepts (MC3) was developed. Its theoretical-epistemological-methodological framework is Cognitive Analysis, supported by the pillars of complexity, multi referentiality, and interdisciplinarity. The MC3 is divided into three modules: 1) Data Collection and Treatment; 2) Modeling the Weekly Collective Discourses in Semantic Networks; and 3) Concept Composition. In Module 3, the concept under investigation is modeled in six Levels, which bricolage the methods of semantic network analysis and content analysis. At Level 1 the weekly collective discourses were analyzed in speech sizes and vocabulary sizes, and it was observed that Instagram is the social media in which the subject of healthy eating is most talked about and has the most vocabulary on this topic, compared to Twitter and Facebook. At Level 2, according to the topological analysis of the networks, it was observed that all networks of clicks of hashtags are close to the small world phenomenon. And on Instagram, the collective discourse of utterances has few very connected vertices, a characteristic of scalefree networks. In the third Level the main terms that make up the discourse were identified, which were distributed in 20 prominent themes in the collective discourse on healthy eating: Agriculture, Food, Food-Food and Cooking, Eating, Knowledge, Body, Diet, Diet, Diseases, Weight Loss, Fitness, Mind, Motivation, Body Movements, Nutrition-Nutrients, Pandemic, Health and Wellness, Social, Environmental Sustainability, Vegetarianism and Life. At Level 4 we identified the context units that consist of clippings from the networks of utterances and networks of hashtags that represent important excerpts of the weekly collective discourses on healthy eating analyzed at Level 5 in relation to their content. At this level five meanings of healthy eating were observed, they make up the concept of healthy eating disseminated on Instagram, Facebook and Twitter from April 2020 to April 2021 during the COVID-19 pandemic. On this plane of immanence, the concept of healthy eating modeled on Level 6 is to exclude high-carbohydrate foods-foods and eat more protein foods, which added to other symbolic tools of the fitness universe leads to a so-called ideal, lean, toned body. Other less prominent meanings are: to exclude foods-foods of animal origin so as not to cause them suffering; to eat foods with a high content of vitamins and minerals to strengthen the immune system to prevent and combat coronavirus. Healthy eating is environmentally sustainable eating. And it is also defined by #tips that are followed only without stimulating the development of critical thinking about what is or is not healthy eating, considering its complexity.