Sağlık iletişimi: bir iletişim aracı olarak pandemi döneminde kamu spotlarının kullanımı
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Aksaray Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Kitle iletişim araçlarında sıklıkla yer bulan ve önemi her geçen gün daha da artan sağlık haberleri, sağlık iletişimi kavramını gündeme getirmiştir. Bir halkla ilişkiler faaliyeti olan sağlık iletişimi kampanyaları, bireylere sağlıkla ilgili doğru ve güvenilir bilgiyi aktararak hastalıklara dair bilinçlendirmeyi hedeflemektedir. Toplumsal farkındalığın artması ve faydanın sağlanması için Sağlık Bakanlığı da kitle iletişim araçları vasıtasıyla kamu spotları yayınlamaktadır. Söz konusu kamu spotlarında kimi zaman rasyonel kimi zaman da duygu çekicilikleri kullanılarak bireylerin bilinçaltına hitap edilmektedir. Bu çalışmada, T.C. Sağlık Bakanlığı Sağlığın Geliştirilmesi Genel Müdürlüğü tarafından COVID-19 (Koronavirüs) salgınına dair farklı temalara sahip 5 kamu spotunun Roland Barthes’in göstergebilimsel analiz yöntemiyle incelenmesi amaçlanmıştır. Çalışma sonucunda T.C. Sağlık Bakanlığı’nın kamu spotlarında, hastalığı önleyici ve hastalıktan korunmayı teşvik edici rasyonel ve duygusal kodları kullanarak bilinçlendirme faaliyetleri yaptığı görülmüştür. İncelenen kamu spotları alanında uzman veya kamuoyunda güven kazanmış dizi oyuncularıyla desteklenmiştir. Elde edilen bulgular itibariyle kamu spotlarında temel anlamsal düzeyde inanılırlık ve güvenilirlik temaları kullanılarak hedef kitleyi ikna etmeye yönelik mesajlar verildiği sonuna ulaşılmıştır.
Health news, which is frequently included in media and becomes much more important day by day, revive the concept of health communication. As a public relations activity, health communication campaigns aim to raise awareness about illness by conveying correct and reliable information. In order to increase social awareness and provide benefits, the Ministry of Health also broadcasts public service announcements through mass media. In these public service advertisements, the subconscious of individuals is addressed by using sometimes rational and sometimes emotional appeals. In this study, T.R. It is aimed to analyze 5 public service announcements with different themes about the COVID-19 (Coronavirus) epidemic by the General Directorate of Health Promotion of the Ministry of Health with the semiotic analysis method of Roland Barthes. As a result of the study, T.R. It has been seen that the Ministry of Health carries out awareness-raising activities by using rational and emotional codes that prevent and encourage disease prevention in public service announcements. In the field of public spots that were examined are supported by TV series actors who were experts in their fields or gained public trust. According to the findings, it was concluded that the messages aimed at persuading the target audience were given by using the themes of credibility and reliability at a basis semantic level in the field of public spots.
Health news, which is frequently included in media and becomes much more important day by day, revive the concept of health communication. As a public relations activity, health communication campaigns aim to raise awareness about illness by conveying correct and reliable information. In order to increase social awareness and provide benefits, the Ministry of Health also broadcasts public service announcements through mass media. In these public service advertisements, the subconscious of individuals is addressed by using sometimes rational and sometimes emotional appeals. In this study, T.R. It is aimed to analyze 5 public service announcements with different themes about the COVID-19 (Coronavirus) epidemic by the General Directorate of Health Promotion of the Ministry of Health with the semiotic analysis method of Roland Barthes. As a result of the study, T.R. It has been seen that the Ministry of Health carries out awareness-raising activities by using rational and emotional codes that prevent and encourage disease prevention in public service announcements. In the field of public spots that were examined are supported by TV series actors who were experts in their fields or gained public trust. According to the findings, it was concluded that the messages aimed at persuading the target audience were given by using the themes of credibility and reliability at a basis semantic level in the field of public spots.
Açıklama
Anahtar Kelimeler
Koronavirüs (Covid-19), Pandemi, Sağlık İletişimi, Kamu Spotu, Göstergebilim, Coronavirus (Covid-19), Pandemic, Health Communication, Public Service, Semiotics
Kaynak
Aksaray İletişim Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
5
Sayı
1
