O Instagram como ferramenta de divulgação da agroecologia: uma análise das publicações dos perfis @ana_agroecologia e @aba.agroecologia

Abstract

The social network Instagram has become an important tool, consolidating itself as a dynamic space for the production and circulation of narratives across various fields, including socio-environmental issues. When analyzing agroecology from its technical, political, and cultural perspectives, it becomes essential to map how these informational flows are consumed. Such analysis reveals not only the reach of the message but also the influence of agroecology within digital environments. In this context, the following research problem emerges: in what ways do the communication and engagement strategies on Instagram employed by the organizations ANA and ABA contribute to the dissemination of agroecology in Brazil? Accordingly, the objective of this study was to analyze the Instagram posts of the Articulação Nacional de Agroecologia (ANA) and the Associação Brasileira de Agroecologia (ABA), considering aspects such as engagement and digital communication strategies. The methodology was based on a netnographic investigation with a mixed-methods approach (qualitative and quantitative). Through descriptive statistics, Instagram posts were analyzed with a focus on engagement (likes, comments, shares, and number of followers) and thematic content. Data collection took place between January 13 and 15, 2026, covering the time frame from January to December 2025. The ANA profile has approximately 89.6 thousand followers and totals 6,080 posts. In turn, the ABA profile has around 31.6 thousand followers and accumulates 1,283 posts within the same period. Both profiles were created in January 2018. Within the study sample, 1,238 posts were identified, of which 847 belong to the ANA profile and 391 to the ABA profile. The results show that ANA presents a greater volume and regularity of posts, with a socio-political focus, whereas ABA is characterized by a lower posting frequency and more academically oriented content. Moreover, both profiles exhibit similar levels of engagement, suggesting that interaction is more closely related to thematic relevance and the use of communication strategies—such as images and collaborations—than to the sheer quantity of posts.