A comunicação previdenciária no ambiente digital: análise dos perfis de Instagram dos RPPS estaduais de MG, RJ E SP

Abstract

This study focuses on Public Communication within the context of the Brazilian Special Social Security Regimes for Public Servants (Regimes Próprios de Previdência Social – RPPS), investigating its dynamics in the environment of digital social networks. The research adopts as its object a qualitative and quantitative analysis of the content published on Instagram by the three institutions responsible for managing the state RPPS systems of Minas Gerais, Rio de Janeiro, and São Paulo, namely the Instituto de Previdência dos Servidores do Estado de Minas Gerais (Ipsemg), the Fundo Único de Previdência Social do Estado do Rio de Janeiro (Rioprevidência), and São Paulo Previdência (Spprev). The study aims to assess the level of communicational maturity demonstrated by these institutions on the platform. To achieve this objective, the analysis is based on the communication principles established by the Public Communication Guide of the Associação Brasileira de Comunicação Pública (ABCPública, 2021) and on the conceptual axes proposed by Duarte (2007). Data collection and analysis focused on the official Instagram profiles of these institutions during the first quarter of 2026. The methodology employed is Content Analysis, as proposed by Bardin (2016). The theoretical framework and the discussion of social security communication within the field of Public Communication are supported by the contributions of Kunsch (2002), Brandão (2006), Recuero (2012), and César (2012). The results indicate that the institutions present different levels of communicational maturity on Instagram. Furthermore, the study made it possible to identify some of the communication strategies and priorities adopted by each institution on the platform. Thus, it is expected that this research will contribute to discussions on Public Communication applied to the social security context—especially within the scope of RPPS and digital social networks—a field that still presents a relatively limited academic production.