INFORMATIONAL BARRIERS AND DIGITAL ENGAGEMENT: OLDER ADULTS’ PERCEPTIONS OF IEN/UFRN INSTAGRAM

PERCEPÇÕES DE PESSOAS IDOSAS NO INSTAGRAM DO IEN/UFRN

Abstract

The accelerating demographic ageing in Brazil places strain on the communicational practices of public institutions, particularly when the target audience faces barriers in using digital social networks. This article examines the perceptions of older adults regarding scientific content posted on the Instagram profile of the Instituto do Envelhecer at the Universidade Federal do Rio Grande do Norte, aiming to identify the informational barriers that hinder this audience’s comprehension and digital engagement. The theoretical framework draws on contributions concerning informational behaviour, digital inclusion of older adults, and science communication in digital environments. The study adopted a qualitative approach of applied and exploratory character, collecting data through an open-ended questionnaire administered to eight elderly participants affiliated with the Institute. Data analysis was guided by the intersection between meaning analysis and the principles of the Appreciative Inquiry of Action-in-Action Method, a combination that allowed for the examination of both the patterns of meaning in the responses and the communicational potentialities reported by the participants. The findings indicate cognitive-linguistic, visual and navigation barriers in the posts, while also pointing to positive dispositions, such as interest in health and well-being content and a desire for greater institutional presence in the digital environment. It is concluded that engaging older adults with scientific content on social networks requires sensitive information mediation, accessible language, and active listening of the audience.