Análise de estratégias de marketing de conteúdo viral na divulgação científica de astronomia

Abstract

Science in Brazil suffers from several pathologies, among them, the general public's lack of interest in the subjects discussed in recent research. In part, this lack of interest comes from the lack of understanding of scientific basis during traditional schooling and, partly, from the lack of contact with scientific dissemination. With astronomical science this picture is even more worrying, since Astronomy does not fit into the school curriculum as a subject. Its contents are scattered in other disciplines, which makes it difficult to understand this unit as a science. The other aggravating factor is that there are few professionals in the area in Brazil and, among them, a tiny portion focus on the teaching and dissemination of Astronomy. This work proposes to study successful stories of scientific dissemination in Astronomy and to analyze marketing techniques of viral content in social networks for Astronomy subjects by verifying their applicability in channels of scientific dissemination on YouTube, in order to investigate which them are most successful in reaching the public. Finally, from the marketing techniques, we verify if there is an applicable model in the context of scientific dissemination.