Consumo de informação durante a pandemia da Covid-19

um estudo sobre construção de legitimidade

Abstract

The objective of this research is to identify the way in which people sought and evaluated information about the Covid-19 pandemic, analyzing the process of legitimizing information in this period, using the concept of legitimacy of Institutional Theory as a theoretical lens. Through in-depth interviews with 42 participants, four steps in information processing were identified, as well as the legitimation strategies used in each one. In step 1 (“Everything at the same time”), pragmatic legitimacy strategies were used and, to a lesser extent, cognitive legitimacy. In stage 2 (“Mourning and denial”), moral legitimation strategies prevailed. In step 3 (“Less is more”), the balanced use of cognitive and moral legitimation strategies was observed. In stage 4 (“Almost normal”), cognitive and moral strategies were also dominant. Understanding the legitimation strategies used by consumers can contribute so that, in practice, more reliable information is processed and shared. In addition, if we consider that legitimacy makes a group accept and adopt a certain social object, if more true information is passed on, more health-protective behaviors can be adopted. On the other hand, sources of false information can use the same prerogatives to be perceived as legitimate and, thus, negatively influence people’s attitudes and behavior. It is essential, therefore, to be also aware of strategies that legitimize this false information.