Construção de comportamentos resilientes no consumo do parto sob a perspectiva do marketing social midstream

Abstract

Childbirth is considered an event that marks an important passage in women's lives, as its repercussion occurs in a practical, economic, emotional and physiological way. The event carries built and reconstructed meanings in the uniqueness that each woman experiences during the process. In Brazil, the frequency of cesarean sections has shown a continuous increase since the mid-1990s, being the second country with one of the highest cesarean rates in the world, behind only the Dominican Republic. It is possible to observe, within this unbalanced context, that women are prone to experience situations of vulnerability, because pregnancy is assumed to be a moment of transition in their lives and that positive and negative feelings are recurrent in this process. The objective of this work is to understand the role of health agents and professionals, who work in the context of normal/vaginal childbirth, in the construction of resilient behaviors of women about the event, and how they are able to act in their best interest, thus corroborating for a greater balance of the delivery marketing system, in favor of social change. As a complementary objective, we sought to identify aspects that favor and limit the performance of these professionals, in the context of normal/vaginal childbirth, above all, to understand how the performance of these professionals on the social network Instagram takes place. To meet the objectives of this research, an exploratory empirical investigation was carried out through a qualitative approach, since this type of research intends to understand, describe and develop assumptions about a certain subject, generally, little explored. Thus, we sought to understand the performance of these professionals, through interviews. It was evidenced that their performance plays an important role in the construction of resilient behaviors in women about childbirth, since this performance represents a paradigm shift, support, a source of information and a change in mentalities about the event.