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COVİD-19 PANDEMİSİNİN ERKEN DÖNEMİNDE TÜRKİYE CUMHURİYETİ SAĞLIK BAKANLIĞI WEB SİTESİNDE YAYINLANAN KAMU SPOTLARININ İÇERİK ANALİZİ

Year 2023, Volume: 6 Issue: 1, 69 - 95, 31.03.2023

Abstract

Özet
Pandemi yoğun iletişim çabalarını gerektiren benzersiz bir sağlık krizidir. Bir sağlık krizine yol açan Covid-19 pandemisinde, toplumla iletişimin sağlanmasında ve pandeminin yönetilmesinde kamu spotularının kullanımı oldukça önemli bir unsurdur. Covid-19’un erken döneminde kamu spotlarının nasıl bir içeriğe sahip oldukları ve ne tür sağlık iletişim stratejilerinin kullanıldığına yönelik çok az şey bilinmektedir. Türkiye’de, Sağlık Bakanlığı’nın pandeminin akut döneminde yayınladığı kamu spotlarının çekim sayısı, çekim süreleri, görsel, işitsel ve öne çıkan karakterler ile mesajın veriliş şekli ve amacının belirlenmesi amaçlanan bu çalışmada nitel araştırma tasarımı kullanılmıştır. Bu kapsamda; pandeminin ilk dokuz ayında yayınlanan 51 kamu spotu; çekim sayısı, çekim süreleri, görsel, işitsel ve öne çıkan karakterler ile mesajın veriliş şekli ve amacı içerik analizi yöntemiyle incelenmiş ve beş araştırma sorusuna yanıt aranmıştır. Bu makale, pandeminin erken döneminde sunulan kamu spotlarının içeriklerine yönelik geniş bir teorik destek sağlamakta ve salgın hastalıklarla mücadelede stratejik sağlık iletişimine yönelik önerilerde bulunmaktadır.

Thanks

Bu çalışama, Covid-19 pandemisinde hayatlarını kaybeden sağlık çalışanlarına hitaben gerçekleştirilmiştir.

References

  • Aaker, D. A., & Stayman, D. M. (1992). Implementing the concept of transformational advertising. Psychology & Marketing, 9(3), 237-253. https://doi.org/10.1002/mar.4220090306
  • Aydoğan, S., & Kutlu, F. (2021). Sağlık Bakanı Fahrettin Koca’nın Covid-19 Salgınında Sergilediği Dijital Liderliğin Analitik Hiyerarşi Süreciyle İncelenmesi (Twitter Vaka Çalışması). İşletme Araştırmaları Dergisi, 13(2), 1737-1750. https://doi.org/10.20491/isarder.2021.1226
  • Aytekin H. (2017) Görsel-İşitsel Medyada Sağlık-Güvenlik Halleri: Tartışılması Gereken Bir Alan Olarak Kamu Spotu. Selçuk Üniversitesi İletişim Dergisi, 9 (4), 249-275. doi: 10.18094/si.37556
  • Bakir C. (2020). The Turkish state’s responses to existential COVID-19 crisis. Policy and Society, 39:3, 424-441, DOI: 10.1080/14494035.2020.1783786
  • Brennen, J. S., Simon, F. M., & Nielsen, R. K. (2021). Beyond (mis) representation: visuals in COVID-19 misinformation. The International Journal of Press/Politics, 26(1), 277-299. https://doi.org/10.1177/940161220964780
  • Budak, F. ve Korkmaz, Ş. (2020). Covid-19 pandemi sürecine yönelik genel bir değerlendirme: Türkiye örneği. Sosyal Araştırmalar ve Yönetim Dergisi, 1, 62-79. doi:https://doi.org/10.35375/sayod.738657
  • Coronavirus Cases Data. https://www.worldometers.info/coronavirus/ (Erişim Tarihi: 10 Kasım 2021)
  • Deng, T., Ekachai, D., & Pokrywczynski, J. (2020). Global COVID-19 advertisements: Use of informational, transformational and narrative advertising strategies. Health Communication, 1-9. https://doi.org/10.1080/10410236.2020.1859725
  • Deveci A., Cesur A.A. (2021) Your Doctor Speaking: The Representation of Doctor Characters in COVID-19 Public Service Advertisements. Turkish Review of Communication Studies, 37, 254-273. doi: 10.17829/turcom.808787. doi:10.3201/eid2702.203139
  • Edelman Trust Barometer- Global Report. (2019). https://www.edelman.com/ sites/g/files/aatuss191/files/201902/2019_Edelman_Trust_Barometer_Global_ (Erişim Tarihi: 21.12.2019)
  • Gençer, Z. (2022) Pandemi Krizine Yanıt Olarak Kamu Spotlarının Korku Çerçevelemesi Bağlamında İncelenmesi. Elektronik Sosyal Bilimler Dergisi, 21 (82), 808-821. https://doi.org/10.17755/esosder.974859
  • Guest, J. L., Del Rio, C., & Sanchez, T. (2020). The three steps needed to end the COVID-19 pandemic: bold public health leadership, rapid innovations, and courageous political will. JMIR Public health and surveillance, 6(2), e19043. doi:10.2196/19043
  • Gupta, M., Keshri, V. R., Konwar, P., Cox, K. L., & Jagnoor, J. (2021). Media coverage of COVID-19 health information in India: a content analysis. Health promotion international, daab116. Advance online publication. https://doi.org/10.1093/heapro/daab116
  • İnci, B., Sancar, O., Bostancı, S.H. (2017). Usage of Health-Themed Public Service Announcements as a Social Marketing Communication Tool: A Content Analysis Related to Public Service Announcements in the Republic of Turkey, Ministry of Health’s Web Site (2017). Marketing and Branding Research 4, 148-168. Available at SSRN: https://ssrn.com/abstract=3343309
  • Jong, W. (2021). Evaluating crisis communication: A 30-item checklist for assessing performance during COVID-19 and other pandemics. Journal of Health Communication, 25(12), 962–970.https://doi.org/10.1080/10810730.2021.1871791
  • Koinig, I. (2021). On the influence of message/audience specifics and message appeal type on message empowerment: the austrian case of covid-19 health risk messages. Health Communication, 1-12. https://doi.org/10.1080/10410236.2021.1913822
  • Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18(1), 36-41. https://doi.org/10.1080/00913367.1989.10673141
  • Morales-Vives, F., Dueñas, J. M., Ferrando, P. J., Vigil-Colet, A., & Varea, M. D. (2022). COmpliance with pandemic COmmands Scale (COCOS): The relationship between compliance with COVID-19 measures and sociodemographic and attitudinal variables. Plos one, 17(1), doi.org/10.1371/journal.pone.0262698
  • Okeke, J. M. (2022). New pandemic, old politics: two hundred years of war on disease and its alternatives. International Affairs, 98 (1),337–338, https://doi.org/10.1093/ia/iiab239
  • Puto, C. P., & Wells, W. D. (1984). Informational and Transformational Advertising: the Differential Effects of Time", in NA - Advances in Consumer Research, 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 638-643.Report.pdf. (Erişim Tarihi: 13 Nisan 2021).
  • Rifat, M. (2013). XX. yüzyılda Dilbilim ve Göstergebilim Kuramları. İstanbul: YKY.
  • 36.Salman, S. (2021). Covid-19 Pandemi Sürecine Yönelik Yayınlanan Kamu Spotlarının Göstergebilimsel Yöntemle Çözümlenmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 21(4), 999-1016. https://doi.org/10.18037/ausbd.1039490
  • Swaminathan, V., Zinkhan, G. M., & Reddy, S. K. (1996). The Evolution and Antecedents of Transformational Advertising: a Conceptual Model. in NA - Advances in Consumer Research Volume 23, eds. Kim P. Corfman and John G. Lynch Jr., Provo, UT : Association for Consumer Research, Pages: 49-55. https://www.acrwebsite.org/volumes/7913. (Erişim Tarihi: 15.01.2022)
  • Taylor, Charles R. (2020). Advertising and COVID-19. International Journal of Advertising, 39 (5), s. 587 – 589. https://doi.org/10.1080/02650487.2020.1774131
  • Taylor, R.E. (1999). A Six-Segment Message Strategy Wheel. Journal of Advertising Research,39 (6),7.link.gale.com/apps/doc/A60905111/AONE?u=anon~80204bbd&sid=googleScholar&xid=26e480d6. Accessed 2 Apr. 2022.
  • Trivedi, P. (2020). India’s response to coronavirus pandemic: nine lessons for effective public management. The American Review of Public Administration, 50(6-7), 725-728.https://doi.org/10.1177/0275074020942411
  • Vraga, E. K., & Bode, L. (2021). Addressing COVID-19 misinformation on social media preemptively and responsively. Emerging infectious diseases, 27(2), 396.
  • Vraga, E. K., & Jacobsen, K. H. (2020). Strategies for effective health communication during the coronavirus pandemic and future emerging infectious disease events. World Medical & Health Policy, 12(3), 233-241. https://doi.org/10.1002/wmh3.359
  • Wang, Y., Hao, H., & Platt, L. S. (2021). Examining risk and crisis communications of government agencies and stakeholders during early-stages of COVID-19 on Twitter. Computers in human behavior, 114, 106568. https://doi.org/10.1016/j.chb.2020.106568
  • Yeşilyurt, Ö. (2021). COVID-19 Pandemi alımlarında sosyal pazarlama aracı olarak kamu spotlarının incelenmesi: İçerik analizi. OPUS Uluslararası Toplum Araştırmaları Dergisi , 17 (Pandemi Özel Sayısı), 3470-3500. https://doi.org/10.26466/opus.855071

CONTENT ANALYSIS OF PUBLIC ADS PUBLISHED ON THE TURKEY REPUBLIC MINISTRY OF HEALTH WEBSITE IN THE EARLY PERIOD OF THE COVID-19 PANDEMİC

Year 2023, Volume: 6 Issue: 1, 69 - 95, 31.03.2023

Abstract

Abstract
The pandemic is a unique health crisis that requires intensive communication efforts. In the Covid-19 pandemic, which has led to a health crisis, the use of public service ads is a very important factor in ensuring communication with the society and managing the pandemic. Little is known about the content of public service ads in the early period of Covid-19 and what kind of health communication strategies are used. Qualitative research design was used in this study, which aimed to determine the number of shots, shooting times, visual, auditory, and prominent characters and the method and purpose of the public service ads published by the Ministry of Health during the acute period of the pandemic in Turkey. In this context, 51 public service announcements broadcast in the first nine months of the pandemic were examined by content analysis method in terms of number of shots, shooting times, visual, auditory, and prominent characters, and the way and purpose of the message, and answers were sought for five research questions. This article provides broad theoretical support for the contents of public service ads presented in the early period of the pandemic and makes recommendations for strategic health communication in the fight against epidemics.

References

  • Aaker, D. A., & Stayman, D. M. (1992). Implementing the concept of transformational advertising. Psychology & Marketing, 9(3), 237-253. https://doi.org/10.1002/mar.4220090306
  • Aydoğan, S., & Kutlu, F. (2021). Sağlık Bakanı Fahrettin Koca’nın Covid-19 Salgınında Sergilediği Dijital Liderliğin Analitik Hiyerarşi Süreciyle İncelenmesi (Twitter Vaka Çalışması). İşletme Araştırmaları Dergisi, 13(2), 1737-1750. https://doi.org/10.20491/isarder.2021.1226
  • Aytekin H. (2017) Görsel-İşitsel Medyada Sağlık-Güvenlik Halleri: Tartışılması Gereken Bir Alan Olarak Kamu Spotu. Selçuk Üniversitesi İletişim Dergisi, 9 (4), 249-275. doi: 10.18094/si.37556
  • Bakir C. (2020). The Turkish state’s responses to existential COVID-19 crisis. Policy and Society, 39:3, 424-441, DOI: 10.1080/14494035.2020.1783786
  • Brennen, J. S., Simon, F. M., & Nielsen, R. K. (2021). Beyond (mis) representation: visuals in COVID-19 misinformation. The International Journal of Press/Politics, 26(1), 277-299. https://doi.org/10.1177/940161220964780
  • Budak, F. ve Korkmaz, Ş. (2020). Covid-19 pandemi sürecine yönelik genel bir değerlendirme: Türkiye örneği. Sosyal Araştırmalar ve Yönetim Dergisi, 1, 62-79. doi:https://doi.org/10.35375/sayod.738657
  • Coronavirus Cases Data. https://www.worldometers.info/coronavirus/ (Erişim Tarihi: 10 Kasım 2021)
  • Deng, T., Ekachai, D., & Pokrywczynski, J. (2020). Global COVID-19 advertisements: Use of informational, transformational and narrative advertising strategies. Health Communication, 1-9. https://doi.org/10.1080/10410236.2020.1859725
  • Deveci A., Cesur A.A. (2021) Your Doctor Speaking: The Representation of Doctor Characters in COVID-19 Public Service Advertisements. Turkish Review of Communication Studies, 37, 254-273. doi: 10.17829/turcom.808787. doi:10.3201/eid2702.203139
  • Edelman Trust Barometer- Global Report. (2019). https://www.edelman.com/ sites/g/files/aatuss191/files/201902/2019_Edelman_Trust_Barometer_Global_ (Erişim Tarihi: 21.12.2019)
  • Gençer, Z. (2022) Pandemi Krizine Yanıt Olarak Kamu Spotlarının Korku Çerçevelemesi Bağlamında İncelenmesi. Elektronik Sosyal Bilimler Dergisi, 21 (82), 808-821. https://doi.org/10.17755/esosder.974859
  • Guest, J. L., Del Rio, C., & Sanchez, T. (2020). The three steps needed to end the COVID-19 pandemic: bold public health leadership, rapid innovations, and courageous political will. JMIR Public health and surveillance, 6(2), e19043. doi:10.2196/19043
  • Gupta, M., Keshri, V. R., Konwar, P., Cox, K. L., & Jagnoor, J. (2021). Media coverage of COVID-19 health information in India: a content analysis. Health promotion international, daab116. Advance online publication. https://doi.org/10.1093/heapro/daab116
  • İnci, B., Sancar, O., Bostancı, S.H. (2017). Usage of Health-Themed Public Service Announcements as a Social Marketing Communication Tool: A Content Analysis Related to Public Service Announcements in the Republic of Turkey, Ministry of Health’s Web Site (2017). Marketing and Branding Research 4, 148-168. Available at SSRN: https://ssrn.com/abstract=3343309
  • Jong, W. (2021). Evaluating crisis communication: A 30-item checklist for assessing performance during COVID-19 and other pandemics. Journal of Health Communication, 25(12), 962–970.https://doi.org/10.1080/10810730.2021.1871791
  • Koinig, I. (2021). On the influence of message/audience specifics and message appeal type on message empowerment: the austrian case of covid-19 health risk messages. Health Communication, 1-12. https://doi.org/10.1080/10410236.2021.1913822
  • Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of advertising, 18(1), 36-41. https://doi.org/10.1080/00913367.1989.10673141
  • Morales-Vives, F., Dueñas, J. M., Ferrando, P. J., Vigil-Colet, A., & Varea, M. D. (2022). COmpliance with pandemic COmmands Scale (COCOS): The relationship between compliance with COVID-19 measures and sociodemographic and attitudinal variables. Plos one, 17(1), doi.org/10.1371/journal.pone.0262698
  • Okeke, J. M. (2022). New pandemic, old politics: two hundred years of war on disease and its alternatives. International Affairs, 98 (1),337–338, https://doi.org/10.1093/ia/iiab239
  • Puto, C. P., & Wells, W. D. (1984). Informational and Transformational Advertising: the Differential Effects of Time", in NA - Advances in Consumer Research, 11, eds. Thomas C. Kinnear, Provo, UT : Association for Consumer Research, Pages: 638-643.Report.pdf. (Erişim Tarihi: 13 Nisan 2021).
  • Rifat, M. (2013). XX. yüzyılda Dilbilim ve Göstergebilim Kuramları. İstanbul: YKY.
  • 36.Salman, S. (2021). Covid-19 Pandemi Sürecine Yönelik Yayınlanan Kamu Spotlarının Göstergebilimsel Yöntemle Çözümlenmesi. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 21(4), 999-1016. https://doi.org/10.18037/ausbd.1039490
  • Swaminathan, V., Zinkhan, G. M., & Reddy, S. K. (1996). The Evolution and Antecedents of Transformational Advertising: a Conceptual Model. in NA - Advances in Consumer Research Volume 23, eds. Kim P. Corfman and John G. Lynch Jr., Provo, UT : Association for Consumer Research, Pages: 49-55. https://www.acrwebsite.org/volumes/7913. (Erişim Tarihi: 15.01.2022)
  • Taylor, Charles R. (2020). Advertising and COVID-19. International Journal of Advertising, 39 (5), s. 587 – 589. https://doi.org/10.1080/02650487.2020.1774131
  • Taylor, R.E. (1999). A Six-Segment Message Strategy Wheel. Journal of Advertising Research,39 (6),7.link.gale.com/apps/doc/A60905111/AONE?u=anon~80204bbd&sid=googleScholar&xid=26e480d6. Accessed 2 Apr. 2022.
  • Trivedi, P. (2020). India’s response to coronavirus pandemic: nine lessons for effective public management. The American Review of Public Administration, 50(6-7), 725-728.https://doi.org/10.1177/0275074020942411
  • Vraga, E. K., & Bode, L. (2021). Addressing COVID-19 misinformation on social media preemptively and responsively. Emerging infectious diseases, 27(2), 396.
  • Vraga, E. K., & Jacobsen, K. H. (2020). Strategies for effective health communication during the coronavirus pandemic and future emerging infectious disease events. World Medical & Health Policy, 12(3), 233-241. https://doi.org/10.1002/wmh3.359
  • Wang, Y., Hao, H., & Platt, L. S. (2021). Examining risk and crisis communications of government agencies and stakeholders during early-stages of COVID-19 on Twitter. Computers in human behavior, 114, 106568. https://doi.org/10.1016/j.chb.2020.106568
  • Yeşilyurt, Ö. (2021). COVID-19 Pandemi alımlarında sosyal pazarlama aracı olarak kamu spotlarının incelenmesi: İçerik analizi. OPUS Uluslararası Toplum Araştırmaları Dergisi , 17 (Pandemi Özel Sayısı), 3470-3500. https://doi.org/10.26466/opus.855071
There are 30 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Araştırma Makalesi
Authors

Tangül Aytur Özen 0000-0002-5507-5400

Özgür Özen 0000-0001-9676-6390

Early Pub Date March 31, 2023
Publication Date March 31, 2023
Submission Date April 4, 2022
Acceptance Date March 13, 2023
Published in Issue Year 2023 Volume: 6 Issue: 1

Cite

APA Aytur Özen, T., & Özen, Ö. (2023). COVİD-19 PANDEMİSİNİN ERKEN DÖNEMİNDE TÜRKİYE CUMHURİYETİ SAĞLIK BAKANLIĞI WEB SİTESİNDE YAYINLANAN KAMU SPOTLARININ İÇERİK ANALİZİ. Uluslararası Halkla İlişkiler Ve Reklam Çalışmaları Dergisi, 6(1), 69-95.


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