The role of interactivity in building a model of public perception of science and technology : a look at Canal Saúde / O papel da interatividade na constituição de um modelo de percepção pública da ciência e da tecnologia : um olhar sobre o Canal Saúde


IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia




This study aims to investigate the role of interactivity in building a model of public perception of science and technology (S&T), with a view to an analysis of scientific health in digital media. For this purpose, we assume that users of these media, using resources that consider the exchange of information and interaction between different agents, mediated by technological resources like the Internet, can take part in the establishment of a participatory model of scientific with wide sharing of scientific and cultural content. As a methodology, we study a specific case of scientific health in the Internet, based on the concept of scientific culture, which considers the route that involves the scientific development as a cultural process, in terms of its production, dissemination peer, teaching, education and outreach in society. In this sense, in a first hypothesis, we think science communication in the Internet could allow the adoption of a position to consider the participation of citizens in this process in order to make possible the exchange of information in different spheres of space-time and in a multidirectional form. Therefore, our choice differs from investigative studies of public communication of science that defined this approach as a deficit model, which assumes knowledge as part of the field of science and apply that are limiting the way that information reach the public, combining supposed superiority of one who has the scientific knowledge with the alleged incapacity or limitation of understanding and interpretation of others. As a second hypothesis, we think, in that it abandons the notion of lack of knowledge, we would not only promote the participation and interactivity between the various spheres of society, but also a reflection on the part of everyone involved with the production and dissemination of science. For this, we examine whether - and to what extent - this participation enables citizens of digital media users "interact" with not only several instances, but also among themselves; if such participation will contribute or not to process critical information; and whether you can redirect the communication processes. To develop our work, we divide the text into five parts, consisting of four chapters and a conclusion. In the first part, we try to treat the field of public perception of science and technology, discussing models of perception, providing counterpoints between the deficit model and the participatory model, from the methodological assumptions of Scientific Culture, based on authors such as Carlos Vogt and Carmelo Polino. In the second part, we try to discuss a philosophical ideal for the area, which would have the critique of positivism, made by Walter Benjamin, the groundwork for a possible criticism that the participatory model runs to scientism. In our third part, we propose to discuss the role of interactivity in the constitution of perception models, for which work with the vision of Marshall McLuhan on the media as extensions of man, and Pierre Lévy on virtuality and cyberspace. For this, we will seek to exemplify and discuss, in the fourth part of this thesis, mechanisms and experiences of scientific disclosure of health issues in the Internet, a clipping issues portrayed by Canal Saúde, an IPTV produced by Fundação Oswaldo Cruz (Fiocruz). Finally, a fifth part closes this work with the main conclusions reached during our master research.


health divulgação científica cultura cientifica ciência e tecnologia interatividade saúde scientific spreading scientific culture science and technology interactivity

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