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Medya Söyleminde Sağlık Koruma Faaliyeti Olarak Covid-19 Reklamlarının Edimsel Eylemi: Bir Karşıtsal Çözümleme Çalışması

Year 2021, , 1214 - 1224, 19.04.2021

Merve Geçikli

https://doi.org/10.33206/mjss.906340
Cited By: 1

Abstract

Moving on speech act theory, this study aims to analyse texts in Covid-19 Ads from different parts of the world in order to explore the pragmatic force of mass media discourse across contexts. Thus, the data source of the study is 450 Covid-19 Ads from countries in Asian context, in European context, and in American context compiled from the websites of countries national web platforms. Following qualitative paradigm, the linguistic functions of Covid-19 Ads were analysed on the basis of descriptive analysis moving on ready-made categories in order to compare and contrast the sort of pragmatic force employed in Ads. The overall findings show that, regarding the frequency of illocutionary acts across contexts, there are no significant differences among the Ads in terms of the pragmatic force. Directives and assertives were found to be the most frequent illocutionary acts in texts. In this respect, Covid-19 Ads seemingly perform the same function in mass media discourse of Asian, European, and American contexts; that is, the public discourse is pragmatically manipulated by the Ads for the sake of health protection practices.

Keywords

Covid-19 Ads Pragmatic Force Speech Act Theory Mass Media Discourse Contrastive Analysis Pragmatics

Thanks

Bu çalışmanın bilimsel ve etik parametrelere göre yapılandırılması ve yürütülmesinde önem taşıyan nitel araştırma deseni ve bu desen odaklı süreçlere yönelik konulardaki değerli bilimsel desteği ve büyük katkıları için kıymetli hocam sayın Prof. Dr. Mustafa Sözbilir’e teşekkürü bir borç bilirim.

References

  • Adegoke, L. (2001). Introduction to public relations: Principle, media, and methods. Ibadan: : Sulek-Temik Publishing Company.
  • Al-Dmour, H., Masa’deh, R., Salman, A., Abuhashesh, M., & Al-Dmour, R. (2020). Influence of Social Media Platforms on Public Health Protection Against the COVID-19 Pandemic via the Mediating Effects of Public Health Awareness and Behavioral Changes: Integrated Model. J Med Internet Res, 22(8). Retrieved from http://www.jmir.org/2020/8/e19996/. doi:10.2196/19996
  • Al-Surimi, K., Khalifa, M., Bahkali, S., Ashraf, E., & M., H. (2017). The potential of social media and internet-based data in preventing and fighting infectious diseases: from the internet to twitter. . Adv Exp Med Biol, 972, 131-139. doi:10.1007/5584_2016_132
  • Austin, J. (1962). How to do things with words. Cambridge, MA: Harvard University Press.
  • Autores, V., Francis, B., Lea, D., Turnbull, J., Ashby, M., Phillips, P., . . . Parkinson, D. (Eds.). (2010) Oxford Advanced Learner’s Dictionary (8 ed.). Oxford, Uk: Oxford University Press
  • Bernhardt, D., Krasa, S., & Polborn, M. (2008). Political polarization and the electoral effects of media bias. Journal of Public Economics, 92(5-6), 1092-1104.
  • Bertrand, M., Karlan, D., Mullainathan, S., Shafir, E., & Zinman, J. (2010). What's advertising content worth? Evidence from a consumer credit marketing field experiment. The Quarterly Journal of Economics,, 125(1), 263-306.
  • Catalan-Matamoros, D. (2011). The role of mass media communication in public health. In D. Smigorski (Ed.), Health Management— Different Approaches and Solutions (pp. 296-298): INTECH Open Access Publisher.
  • Chan, R. Y. K. (2000). The Effectiveness of Environmental Advertising: The Role of Claim Type & the Source Country Green Image. International Journal of Advertising, 19, 349-375.
  • Chiang, C.-F., & Knight, B. (2011). Media bias and influence: Evidence from newspaper endorsements. Review of Economic Studies, 78(3), 795-820.
  • Cho, H., Oehlkers, P., Mandelbaum, J., Edlund, K., & Zurek, M. (2004). The Healthy Talk Family Planning Campaign of Massachusetts: A Communication-Centered Approach. Health Education, 104(5), 314–325.
  • Connor, U., & Moreno, A. I. (2005). Tertium comparationis: A vital component in contrastive rhetoric research. In P. Bruthiaux, D. Atkinson, W. Eggington, W. Grabe, & V. Ramanathan (Eds.), Directions in applied linguistics: Essays in honor of Robert B. Kaplan (pp. 153-164). Clevedon, UK: Multilingual Matters.
  • Cui, J., Sun, Y., & Zhu, H. (2008). The impact of media on the control of infectious diseases. Journal of dynamics and differential equations, 20(1), 31-53. doi:10.1007/s10884-007-9075-0
  • DellaVigna, S., & La Ferrara, E. (2016). Economic and social impact of mass media. In A. S. Anderson, J. Strömberg, & i. D. Waldfogel (Eds.), Handbook of media economics (Vol. 2, pp. 723-768): Elsevier.
  • Fairclough, N. (1992). Discourse and social change. Cambridge: Polity Press.
  • Fairclough, N. (1995a). Critical Discourse Analysis. London: Longman.
  • Fairclough, N. (1995b). Media Discourse. London: Edward Arnold.
  • Gambaro, M., & Puglisi, R. (2015). What do ads buy? Daily coverage of listed companies on the Italian press. European Journal of Political Economy, 39, 41-57.
  • Gerber, A. S., Karlan, D., & Bergan, D. (2009). Does the media matter? A field experiment measuring the effect of newspapers on voting behaviour and political opinions. American Economic Journal: Applied Economics, 1(2), 35-52.
  • González-Padilla, D. A., & Tortolero-Blanco, L. (2020). Social media influence in the COVID-19 Pandemic. International braz j urol, 46, 1-7. doi:10.1590/S1677-5538.IBJU.2020.S121
  • Hornik, R. (2002). Public health communication: Evidence for behavior change. UK: Routledge.
  • Jorgensen, M., & Philips, L. J. (2002). Discourse analysis as theory and method. London, Thousand Oaks, New Delhi: SAGE Publications.
  • Jung, M., Lin, L., & Viswanath, K. (2013). Associations between health communication behaviours, neighbourhood social capital, vaccine knowledge, and parents’ H1N1 vaccination of their children. Vaccine, 31(42), 4860–4866. doi:10.1016/j.vaccine.2013.07.068 PMID: 23954379
  • Kearney, M. S., & Levine, P. B. (2015). Media Influences on social outcomes: The impact of MTV’s 16 and Pregnant on teen childbearing. American Economic Review, 105(12), 3597-3632.
  • Kim, Y.-J. (2006). The role of regulatory focus in message framing in anti-smoking advertisements for adolescents. Journal of Advertising, 35(1), 143–151.
  • Lau, J., Yang, X., Tsui, H., & Kim, J. (2003). Monitoring community responses to the SARS epidemic in Hong Kong: from day 10 to day 62. J Epidemiol Community Health, 57, 864–870. doi:10.1136/jech.57. 11.864 PMID: 14600111
  • Lim, N. (2016). Cultural differences in emotion: differences in emotional arousal level between the East and the West. Integr Med Res, 5(2), doi: https://doi.org/10.1016/j.imr.2016.03.004
  • Lunn, P., Belton, C., Lavin, C., McGowan, F., Timmons, S., & Robertson, D. (2020). Using Behavioral Science to help fight the Coronavirus. JBPA, 29(3). doi:10.30636/jbpa.31.147]
  • Majumder, M., Kluberg, S., Santillana, M., Mekaru, S., & Brownstein, J. (2015). 2014 Ebola Outbreak: Media events track changes in observed reprodutive number. PLoS Curr. 2015, 7. doi:10.1371/currents.outbreaks. e6659013c1d7f11bdab6a20705d1e865 PMID: 25992303
  • Maykut, P., & Morehouse, R. (1994). Begining qualitative research: A philosophic and practical guide. London, UK: The Falmer Press.
  • Mejia, C. R., Ticona, D., Rodriguez-Alarcon, J. F., Campos-Urbina , A. M., Catay-Medina, J. B., Porta-Quinto, T., . . . Tovani-Palone, M. R. (2020). The Media and their Informative role in the face of the Coronavirus disease 2019 (COVID-19): Validation of fear perception and magnitude of the Issue (MED-COVID-19). Electronic Journal of General Medicine, 17(6). doi:https://doi.org/10.29333/ejgm/7946
  • Moreno, A. I. (2008). The importance of comparable corpora in cross-cultural studies. In C. Ulla, N. Ed, & R. William (Eds.), Contrastive Rhetoric: Reaching to Intercultural Rhetoric (pp. 25-41). Amsterdam: John Benjamins.
  • O’Connor, C., & Joffe, H. (2020). Intercoder reliability in qualitative research: Debates and practical guidelines. International Journal of Qualitative Methods, 19, 1-19.
  • Pagoto, S., Waring, M., & Xu, R. (2019). A Call for a Public Health Agenda for Social Media Research 19. J Med Internet Res, 21(12). doi:10.2196/16661
  • Roth, D. Z., & Henry, B. (2011). Social distancing as a pandemic influenza prevention measure. Canada: National Collaborating Centre for Infectious Diseases.
  • Searle, J. (1969). Speech acts: An essay in the philosophy of language. Cambridge: Cambridge University Press.
  • Searle, J. (1979). Expression and meaning: Studies in the theory of speech acts Cambridge: Cambridge University Press.
  • Sharma, P., Gupta, S., Kushwaha, P., & Shekhawat, K. (2020). Impact of mass media on quality of life during COVID-19 pandemic among Indian population. International Journal of Science and Healthcare Research, 5(3), 260-267.
  • Smith, S., Smith, S., & Ajayi, A. (2020). Content analysis of mass media reportage on coronavirus-19 (COVID-19) in Nigeria from six widely circulated Nigerian newspapers. 6(3), 088-099.
  • Tasnim, S., Hossain, M. M., & Mazumder, H. (2020). Impact of rumors and misinformation on COVID-19 in social media. J Prev Med Public Health, 53, 171-174. doi:https://doi.org/10.3961/jpmph.20.094
  • Wang, Q., Zhao, L., Huang, R., Yang, Y., & Wu, J. (2015). Interactions of media and disease dynamics and its impact on emerging infection management. Discrete and Continuous Dynamical Systems-Series B, 20(1). doi:10.3934/dcdsb.2015.20.215
  • Zembylas, M., & Vrasidas, C. (2007). Globalization, information and communication technologies, and the prospect of a ‘global village’: promises of inclusion or electronic colonization? Journal of Curriculum Studies, 37(1), 65-83. doi:10.1080/0022027032000190687

Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study

Year 2021, , 1214 - 1224, 19.04.2021

Merve Geçikli

https://doi.org/10.33206/mjss.906340
Cited By: 1

Abstract

Moving on speech act theory, this study aims to analyse texts in Covid-19 Ads from different parts of the world in order to explore the pragmatic force of mass media discourse across contexts. Thus, the data source of the study is 450 Covid-19 Ads from countries in Asian context, in European context, and in American context compiled from the websites of countries national web platforms. Following qualitative paradigm, the linguistic functions of Covid-19 Ads were analysed on the basis of descriptive analysis moving on ready-made categories in order to compare and contrast the sort of pragmatic force employed in Ads. The overall findings show that, regarding the frequency of illocutionary acts across contexts, there are no significant differences among the Ads in terms of the pragmatic force. Directives and assertives were found to be the most frequent illocutionary acts in texts. In this respect, Covid-19 Ads seemingly perform the same function in mass media discourse of Asian, European, and American contexts; that is, the public discourse is pragmatically manipulated by the Ads for the sake of health protection practices.

Keywords

Pragmatic Force Speech Act Theory Covid-19 Ads Mass Media Discourse Contrastive Analysis Pragmatics

References

  • Adegoke, L. (2001). Introduction to public relations: Principle, media, and methods. Ibadan: : Sulek-Temik Publishing Company.
  • Al-Dmour, H., Masa’deh, R., Salman, A., Abuhashesh, M., & Al-Dmour, R. (2020). Influence of Social Media Platforms on Public Health Protection Against the COVID-19 Pandemic via the Mediating Effects of Public Health Awareness and Behavioral Changes: Integrated Model. J Med Internet Res, 22(8). Retrieved from http://www.jmir.org/2020/8/e19996/. doi:10.2196/19996
  • Al-Surimi, K., Khalifa, M., Bahkali, S., Ashraf, E., & M., H. (2017). The potential of social media and internet-based data in preventing and fighting infectious diseases: from the internet to twitter. . Adv Exp Med Biol, 972, 131-139. doi:10.1007/5584_2016_132
  • Austin, J. (1962). How to do things with words. Cambridge, MA: Harvard University Press.
  • Autores, V., Francis, B., Lea, D., Turnbull, J., Ashby, M., Phillips, P., . . . Parkinson, D. (Eds.). (2010) Oxford Advanced Learner’s Dictionary (8 ed.). Oxford, Uk: Oxford University Press
  • Bernhardt, D., Krasa, S., & Polborn, M. (2008). Political polarization and the electoral effects of media bias. Journal of Public Economics, 92(5-6), 1092-1104.
  • Bertrand, M., Karlan, D., Mullainathan, S., Shafir, E., & Zinman, J. (2010). What's advertising content worth? Evidence from a consumer credit marketing field experiment. The Quarterly Journal of Economics,, 125(1), 263-306.
  • Catalan-Matamoros, D. (2011). The role of mass media communication in public health. In D. Smigorski (Ed.), Health Management— Different Approaches and Solutions (pp. 296-298): INTECH Open Access Publisher.
  • Chan, R. Y. K. (2000). The Effectiveness of Environmental Advertising: The Role of Claim Type & the Source Country Green Image. International Journal of Advertising, 19, 349-375.
  • Chiang, C.-F., & Knight, B. (2011). Media bias and influence: Evidence from newspaper endorsements. Review of Economic Studies, 78(3), 795-820.
  • Cho, H., Oehlkers, P., Mandelbaum, J., Edlund, K., & Zurek, M. (2004). The Healthy Talk Family Planning Campaign of Massachusetts: A Communication-Centered Approach. Health Education, 104(5), 314–325.
  • Connor, U., & Moreno, A. I. (2005). Tertium comparationis: A vital component in contrastive rhetoric research. In P. Bruthiaux, D. Atkinson, W. Eggington, W. Grabe, & V. Ramanathan (Eds.), Directions in applied linguistics: Essays in honor of Robert B. Kaplan (pp. 153-164). Clevedon, UK: Multilingual Matters.
  • Cui, J., Sun, Y., & Zhu, H. (2008). The impact of media on the control of infectious diseases. Journal of dynamics and differential equations, 20(1), 31-53. doi:10.1007/s10884-007-9075-0
  • DellaVigna, S., & La Ferrara, E. (2016). Economic and social impact of mass media. In A. S. Anderson, J. Strömberg, & i. D. Waldfogel (Eds.), Handbook of media economics (Vol. 2, pp. 723-768): Elsevier.
  • Fairclough, N. (1992). Discourse and social change. Cambridge: Polity Press.
  • Fairclough, N. (1995a). Critical Discourse Analysis. London: Longman.
  • Fairclough, N. (1995b). Media Discourse. London: Edward Arnold.
  • Gambaro, M., & Puglisi, R. (2015). What do ads buy? Daily coverage of listed companies on the Italian press. European Journal of Political Economy, 39, 41-57.
  • Gerber, A. S., Karlan, D., & Bergan, D. (2009). Does the media matter? A field experiment measuring the effect of newspapers on voting behaviour and political opinions. American Economic Journal: Applied Economics, 1(2), 35-52.
  • González-Padilla, D. A., & Tortolero-Blanco, L. (2020). Social media influence in the COVID-19 Pandemic. International braz j urol, 46, 1-7. doi:10.1590/S1677-5538.IBJU.2020.S121
  • Hornik, R. (2002). Public health communication: Evidence for behavior change. UK: Routledge.
  • Jorgensen, M., & Philips, L. J. (2002). Discourse analysis as theory and method. London, Thousand Oaks, New Delhi: SAGE Publications.
  • Jung, M., Lin, L., & Viswanath, K. (2013). Associations between health communication behaviours, neighbourhood social capital, vaccine knowledge, and parents’ H1N1 vaccination of their children. Vaccine, 31(42), 4860–4866. doi:10.1016/j.vaccine.2013.07.068 PMID: 23954379
  • Kearney, M. S., & Levine, P. B. (2015). Media Influences on social outcomes: The impact of MTV’s 16 and Pregnant on teen childbearing. American Economic Review, 105(12), 3597-3632.
  • Kim, Y.-J. (2006). The role of regulatory focus in message framing in anti-smoking advertisements for adolescents. Journal of Advertising, 35(1), 143–151.
  • Lau, J., Yang, X., Tsui, H., & Kim, J. (2003). Monitoring community responses to the SARS epidemic in Hong Kong: from day 10 to day 62. J Epidemiol Community Health, 57, 864–870. doi:10.1136/jech.57. 11.864 PMID: 14600111
  • Lim, N. (2016). Cultural differences in emotion: differences in emotional arousal level between the East and the West. Integr Med Res, 5(2), doi: https://doi.org/10.1016/j.imr.2016.03.004
  • Lunn, P., Belton, C., Lavin, C., McGowan, F., Timmons, S., & Robertson, D. (2020). Using Behavioral Science to help fight the Coronavirus. JBPA, 29(3). doi:10.30636/jbpa.31.147]
  • Majumder, M., Kluberg, S., Santillana, M., Mekaru, S., & Brownstein, J. (2015). 2014 Ebola Outbreak: Media events track changes in observed reprodutive number. PLoS Curr. 2015, 7. doi:10.1371/currents.outbreaks. e6659013c1d7f11bdab6a20705d1e865 PMID: 25992303
  • Maykut, P., & Morehouse, R. (1994). Begining qualitative research: A philosophic and practical guide. London, UK: The Falmer Press.
  • Mejia, C. R., Ticona, D., Rodriguez-Alarcon, J. F., Campos-Urbina , A. M., Catay-Medina, J. B., Porta-Quinto, T., . . . Tovani-Palone, M. R. (2020). The Media and their Informative role in the face of the Coronavirus disease 2019 (COVID-19): Validation of fear perception and magnitude of the Issue (MED-COVID-19). Electronic Journal of General Medicine, 17(6). doi:https://doi.org/10.29333/ejgm/7946
  • Moreno, A. I. (2008). The importance of comparable corpora in cross-cultural studies. In C. Ulla, N. Ed, & R. William (Eds.), Contrastive Rhetoric: Reaching to Intercultural Rhetoric (pp. 25-41). Amsterdam: John Benjamins.
  • O’Connor, C., & Joffe, H. (2020). Intercoder reliability in qualitative research: Debates and practical guidelines. International Journal of Qualitative Methods, 19, 1-19.
  • Pagoto, S., Waring, M., & Xu, R. (2019). A Call for a Public Health Agenda for Social Media Research 19. J Med Internet Res, 21(12). doi:10.2196/16661
  • Roth, D. Z., & Henry, B. (2011). Social distancing as a pandemic influenza prevention measure. Canada: National Collaborating Centre for Infectious Diseases.
  • Searle, J. (1969). Speech acts: An essay in the philosophy of language. Cambridge: Cambridge University Press.
  • Searle, J. (1979). Expression and meaning: Studies in the theory of speech acts Cambridge: Cambridge University Press.
  • Sharma, P., Gupta, S., Kushwaha, P., & Shekhawat, K. (2020). Impact of mass media on quality of life during COVID-19 pandemic among Indian population. International Journal of Science and Healthcare Research, 5(3), 260-267.
  • Smith, S., Smith, S., & Ajayi, A. (2020). Content analysis of mass media reportage on coronavirus-19 (COVID-19) in Nigeria from six widely circulated Nigerian newspapers. 6(3), 088-099.
  • Tasnim, S., Hossain, M. M., & Mazumder, H. (2020). Impact of rumors and misinformation on COVID-19 in social media. J Prev Med Public Health, 53, 171-174. doi:https://doi.org/10.3961/jpmph.20.094
  • Wang, Q., Zhao, L., Huang, R., Yang, Y., & Wu, J. (2015). Interactions of media and disease dynamics and its impact on emerging infection management. Discrete and Continuous Dynamical Systems-Series B, 20(1). doi:10.3934/dcdsb.2015.20.215
  • Zembylas, M., & Vrasidas, C. (2007). Globalization, information and communication technologies, and the prospect of a ‘global village’: promises of inclusion or electronic colonization? Journal of Curriculum Studies, 37(1), 65-83. doi:10.1080/0022027032000190687
There are 42 citations in total.

Details

Primary Language English
Journal Section Research Article
Authors

Merve Geçikli 0000-0002-8619-5026

Publication Date April 19, 2021
Submission Date March 30, 2021
Published in Issue Year 2021

Cite

APA Geçikli, M. (2021). Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study. MANAS Sosyal Araştırmalar Dergisi, 10(2), 1214-1224. https://doi.org/10.33206/mjss.906340
AMA Geçikli M. Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study. MJSS. April 2021;10(2):1214-1224. doi:10.33206/mjss.906340
Chicago Geçikli, Merve. “Pragmatic Force of Covid-19 Ads As Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study”. MANAS Sosyal Araştırmalar Dergisi 10, no. 2 (April 2021): 1214-24. https://doi.org/10.33206/mjss.906340.
EndNote Geçikli M (April 1, 2021) Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study. MANAS Sosyal Araştırmalar Dergisi 10 2 1214–1224.
IEEE M. Geçikli, “Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study”, MJSS, vol. 10, no. 2, pp. 1214–1224, 2021, doi: 10.33206/mjss.906340.
ISNAD Geçikli, Merve. “Pragmatic Force of Covid-19 Ads As Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study”. MANAS Sosyal Araştırmalar Dergisi 10/2 (April 2021), 1214-1224. https://doi.org/10.33206/mjss.906340.
JAMA Geçikli M. Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study. MJSS. 2021;10:1214–1224.
MLA Geçikli, Merve. “Pragmatic Force of Covid-19 Ads As Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study”. MANAS Sosyal Araştırmalar Dergisi, vol. 10, no. 2, 2021, pp. 1214-2, doi:10.33206/mjss.906340.
Vancouver Geçikli M. Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study. MJSS. 2021;10(2):1214-2.

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