COVID-19 Pandemisine Yönelik Hazırlanan Kamu Spotları ve Sosyal Medya Kullanımının Sosyal Etki Üzerindeki Etkisinde Kaynak Güvenilirliğinin Aracılık Rolü

Yıl 2021, Cilt: 21 Sayı: 3, 769 - 790, 27.09.2021

Nezahat Ekici Semra Doğan

https://doi.org/10.18037/ausbd.1001652

Cited By: 1

Öz

Bu çalışmada COVID-19 pandemisi sürecinde Sağlık Bakanlığı tarafından kamuoyunu bilgilendirme ve farkındalık yaratmak amacıyla hazırlanan kamu spotları ve ‘Evde Kal’ görsellerindeki kaynak kişinin/kişilerin hedef kitlede yarattığı sosyal etki ve hedef kitlenin söz konusu kaynak kişiyle/kişilerle olan sosyal medya etkileşimi arasındaki ilişkide kaynak güvenirliğinin aracılık rolünün irdelenmesi amaçlanmıştır. Bu kapsamda kolayda örnekleme yoluyla ulaşılan 275 katılımcıdan, içeriğinde gerçek ünlü kişilerin (Fazıl Say ve Fahriye-Burak Özçivit çifti) ve dizi karakterlerinin yer aldığı (Hekimoğlu ve Dr. Ali Vefa) dört farklı anket formu aracılığıyla veri toplanmıştır. Elde edilen sonuçlara göre kaynağa ilişkin sosyal medya içeriğinin kullanımı kaynağın bireydeki sosyal etkisini arttırmaktadır. Kaynak konumundaki kişi/karakter ile ilgili sosyal medya içeriğinin kullanımı, ilgili kişi/karakterin algılanan güvenilirliğini de olumlu yönde etkilemektedir. Ayrıca kaynağın güvenilir olduğu ölçüde sosyal etkisinin arttığı da görülmüştür. Sonuç olarak COVID-19 pandemisine yönelik hazırlanan kamu spotları ve ‘Evde Kal’ görsellerindeki kaynak kişinin/kişilerin hedef kitlede yarattığı sosyal etki ve hedef kitlenin söz konusu kaynak kişiyle/kişilerle olan sosyal medya etkileşimi arasındaki ilişkide kaynak güvenirliği kısmi aracılık rolüne sahiptir. Elde edilen sonuçların COVID-19 pandemisi sürecinde iletişim kampanyaları tasarlayan kamu kurum ve kuruluşlara öngörü sağlaması beklenmektedir.

Anahtar Kelimeler

COVID-19, Kaynak Güvenilirliği, Sosyal Medya Kullanımı, Sosyal Etki, Kamu Spotları

Kaynakça

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