Conectando o futuro sustentável: criação de rede social para divulgação da agroecologia

Abstract

The global dynamics of communication and information transmission on social media networks are the focus of scientific research and the global market, due to their extensive potential impact on reach, motivational interaction, and consequent influence on individuals in society across countries. Social media platforms have strategically proven to be extensive support tools for the dissemination of agroecological science and the spread of practices. Agroecology, with its interdisciplinary nature, holds crucial importance in integrating knowledge into the realm of global social networks, with the objectives of knowledge dissemination and the necessary encouragement for changes in the socio-environmental habits of populations. The objective of this work was to produce and transmit knowledge about Agroecology through social media networks (Instagram and WhatsApp), as an alternative tool for disseminating agroecological dimensions. The methods were conducted through digital and technological means using social media platforms such as Instagram and WhatsApp, as they are rapid communication channels aimed at reaching a larger number of people. The scope of the project impacted individuals ranging from young to elderly, up to 54 years old. Currently, the Instagram profile has benefitted 189 users, with a daily frequency of 243 views. Thus, social media networks can be used as tools and virtual dissemination strategies. Within the profile "Verde na Mente" (Green in Mind), 301 posts, 87 story posts, and 38 Reels were produced. Statistics generated from the work revealed that the motivation for profile access was predominantly from the female gender, at 57%. The highest engagement was within Brazil, accounting for 94.3% of the audience, followed by Portugal with 2% of accesses. The global ecosystem of social media connects agroecology to multidimensional biotechnological, traditional, environmental, and sustainable information, presenting them through sources such as websites, blogs, online forums, in-person events, and scientific publications. It is inherently important that a combination of diverse communication and interaction channels is essential for effective agroecology dissemination, and social media platforms like Instagram, WhatsApp, Telegram, and Twitter serve as alternative educational tools.

KEYWORDS: Digital Knowledge, Instagram, Sustainability.