Work

Estratégias digitais em comunicação de crise: O uso das transmissões ao vivo pela Prefeitura Municipal de Pelotas durante as enchentes de 2024 no Rio Grande do Sul

Year: 2025

Type: article

Abstract: This article explores the digital communication strategies adopted by Pelotas City Hall during the 2024 floods in Rio Grande do Sul, highlighting the use of live streams as a central tool for informing and mobilizing the community. Faced with the chaotic scenario, the City Council used these live streams on Instagram to update the population on the flood situation, evacuation actions, and preventive measures. The research reveals that efficient public communication, represented by the transparency and frequency of Mayor Paula Mascarenhas' live streams, helped to build public trust and reduce misinformation at a critical time. The qualitative, exploratory and documentary methodology applied to the study allowed for a detailed analysis of the 40 live streams made between May and June 2024, highlighting the fundamental role of communication in emergencies. In addition, the research highlighted the positive impact of government actions and community leadership in dealing with the crisis, reflecting on the importance of strategic communication in times of natural disasters and crisis.

Source: RELACult - Revista Latino-Americana de Estudos em Cultura e Sociedade

DOI: 10.23899/snd2yg36

Authors: Gabrieli Rehbein de Vasconcelos, Caroline Casali

Institution: Universidade Federal de Pelotas

Language: English

Topic: Public Relations and Crisis Communication

Subfield: Communication

Field: Social Sciences

Domain: Social Sciences

SDG: Sustainable cities and communities

Open Access status: diamond

OpenAlex ID: W4411276027

FWCI:

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Related to: 10