INSTAGRAM’DA KANSER ANLATILARI: TÜRKIYE BAĞLAMINDA GÖRSEL VE DUYGUSAL ÇERÇEVELEME

Year 2025, Volume: 13 Issue: 2, 828 - 855, 30.09.2025

Semra Demirdiş

https://doi.org/10.19145/e-gifder.1680653

Abstract

Bu çalışma, Türk Instagram kullanıcılarının kanser deneyimlerini nasıl görsel ve duygusal olarak anlattıklarını inceleyerek dijital sağlık iletişimi alanına, özellikle Batı dışı bir perspektiften katkı sunmaktadır. Çerçeveleme kuramı ve duygu çalışmaları doğrultusunda yürütülen araştırma, kullanıcılar tarafından oluşturulan ve kanserle ilgili hashtag’lerle etiketlenmiş Instagram paylaşımlarını incelemektedir. Bu kapsamda, epizodik (bireysel) ve tematik (yapısal) çerçevelemelerin yanı sıra duygusal tonların kullanımı analiz edilmiştir. Çalışma, görsel ve metinsel unsurların birlikte değerlendirildiği niteliksel ve yorumlayıcı bir metodoloji benimsemektedir. Toplamda 100 adet kamuya açık Instagram paylaşımı amaçlı örnekleme yöntemiyle seçilmiş ve çerçeve türü ile duygusal ifade biçimlerine göre analiz edilmiştir. Bulgular, tanı, tedavi ve hayatta kalma gibi bireysel deneyimleri vurgulayan epizodik çerçevenin veri kümesinde baskın olduğunu ve bu anlatıların çoğunlukla duygusal açıdan yoğun görsel öz temsillerle desteklendiğini ortaya koymaktadır. Tematik ve karma çerçeveler ise daha az yaygın olmakla birlikte, erken teşhisin önemini vurgulamak ve sağlık sistemindeki yapısal sorunlara dikkat çekmek amacıyla kullanılmaktadır. Paylaşımlarda yer alan duygusal tonlar umut ve dirençten korku ve kırılganlığa kadar geniş bir yelpazede çeşitlenmektedir. Instagram, yalnızca kişisel ifade aracı değil, aynı zamanda hastalığın yeniden çerçevelendiği, kimliğin performatif olarak inşa edildiği ve duygusal dayanışmanın kurulduğu bir anlatı altyapısı işlevi görmektedir. Çalışma, Instagram’ın görsel hastalık anlatılarını şekillendirmedeki önemini vurgulamakta ve bu platformun hem güçlenme hem de duygusal emek üretimi açısından sunduğu olanakları ortaya koymaktadır. Türkiye bağlamını öne çıkararak, çalışma şimdiye kadar büyük ölçüde Batı perspektifleriyle şekillenmiş olan dijital sağlık iletişimi literatüründe önemli bir boşluğu da doldurmaktadır. Son olarak, sağlık bağlamındaki dijital hikâye anlatımının kültürler arası, uzunlamasına ve izleyici merkezli yönlerine odaklanan daha fazla araştırma yapılması çağrısında bulunmaktadır.

Keywords

Kanser Anlatıları , Instagram , Çerçeveleme Analizi , Duygusal Ton , Dijital Sağlık İletişimi.

CANCER NARRATIVES ON INSTAGRAM: VISUAL AND EMOTIONAL FRAMINGS IN THE TURKISH CONTEXT

Abstract

This study explores how Turkish Instagram users visually and emotionally narrate their experiences with cancer, contributing to the growing field of digital health communication from a non-Western perspective. Drawing on framing theory and affect studies, the research investigates the use of episodic and thematic frames as well as emotional tone in user-generated Instagram posts tagged with cancer-related hashtags. The study adopts a qualitative, interpretive methodology based on multimodal visual-textual analysis. A total of 100 publicly shared Instagram posts were purposively sampled and analysed according to framing type and emotional expression. Findings reveal that episodic framing, emphasising individual experiences of diagnosis, treatment, and survival, dominates the dataset, often supported by emotionally intense visual self-representations. Thematic and mixed frames, while less common, are used to advocate for early detection and to reflect systemic issues in healthcare. Emotional tones vary widely, ranging from hope and resilience to fear and vulnerability. Instagram functions not merely as a space of personal expression but as a narrative infrastructure where illness is reframed, identity is performed, and affective solidarity is built. The study underscores the significance of Instagram in shaping visual illness narratives and highlights the platform’s affordances for both empowerment and emotional labour. By foregrounding a Turkish context, the study also fills an important gap in the literature on digital health communication, which has so far been predominantly shaped by Western perspectives. It calls for further research into cross-cultural, longitudinal, and audience-centred aspects of digital storytelling in health contexts.

Keywords

Cancer Narratives , Instagram , Framing Analysis , Emotional Tone , Digital Health Communication

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