Sağlık İletişimi ve Yeni Medya

Year 2014, Issue: 39, 181 - 190, 30.12.2014

Kadriye Avcı Zakir Avşar

Abstract

Son birkaç dekattır, sağlık iletişimi uygulamaları ve araştırmaları hızla gelişmiştir. Sağlık iletişimi, sağlığı geliştirme yaklaşımı ile uyumlu olarak, bireylerin, kurumların ve halkın önemli sağlık sorunları hakkında bilgilendirme, etkileme ve motive etme, sanat ve tekniğidir. Sağlık iletişimde, başta internet olmak üzere, yeni medya yoğun olarak kullanılmaktadır. Bu alandaki çalışmalar Sağlık Bilgisi Arama Davranışı (SBAD) üzerine yoğunlaşmıştır. SBAD, medya gibi çeşitli kaynaklardan elde edilen sağlık bilgisiyle, aktif ihtiyacı tatmin eden bir davranıştır. Yeni medya, sağlık kampanyalarında da yaygın olarak kullanılır. Medya kampanyaları, toplumdaki çeşitli sağlık davranışlarını etkilemeye yönelik olarak kullanılır. Sağlık iletişiminde yeni medya kanallarının yaygın kullanımı bireyin ve toplumun sağlığının geliştirilmesi için bir fırsattır. Ancak, bu soruna yönelik bir kontrol mekanizmasının olmaması, mevcut bilgilerin güvenilirliği ile ilgili sorunlarına neden olmaktadır.

Keywords

Sağlık İletişimi, Yeni Medya, Sağlık Bilgisi Arama Davranışı, Sağlık Kampanyaları

Health Communication and New Media

Abstract

Over the last several decades, the application and study of health communication have rapidly developed. Health communication, in accordance with a health-promotion approach, is both an art and technique that informs, influences, and motivates individuals, institutions, and the public about significant health issues. In health communication new media, especially the internet, are used extensively. Studies in this area are focused on the Health Information Seeking Behavior (HISB). HISB is active need- fulfillment behavior whereby health information is obtained from diverse sources, such as the media. New media are also widely used in health campaigns. Media campaigns are used in an attempt to affect various health behaviors in populations. Widespread use of new mass media channels of health communication are an opportunity for the development of an individual’s and society’s health. However, the lack of a control mechanism for this issue, results in problems regarding the reliability of the available information.

Keywords

Health Communication, New Media, Health information Seeking Behavior, Health Campaigns

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