TECHNOLOGICAL INTERFACES IN PUBLIC HEALTH SERVICES: CONSUMER EXPERIENCE IN THE PIAUÍ DIGITAL HEALTH PROGRAM

The digitalization of public services has transformed access to health into Smart Cities initiatives, going beyond technical efficiency by involving symbolic and cultural dimensions that influence the perception of quality. The central problem of this work is to investigate how technological interfaces shape the perception of quality and the cultural experience of consumption of public health services. The objective is to analyze how technologies applied to the public system impact the perception of quality and introduce the concept of "cultural experience of technological consumption". The relevance of the research lies in its originality in articulating the studies of culture and consumption with the technological implementation in public services, still little explored in the literature. The methodology adopted an interpretative qualitative approach, with the collection of 130 comments from users of the Piauí Digital Health Program through netnography (digital ethnographic observation) and thematic analysis. The results indicate that factors such as humanized care, practicality, and trust favor adherence, while technical failures, limitations of specialties, and digital exclusion in rural areas show paradoxes between modernization and social inequality. It is concluded that the program constitutes a culturally significant digital public consumption space, in which shared experiences shape narratives of trust, accessibility, and inclusion.