Evaluation of Ministry of Health Instagram Use in the Context of Risk Communication during the Covid-19 Pandemic Process

Year 2021, , 712 - 733, 20.08.2021

Esra Vona Kurt , Yasemin Duran

https://doi.org/10.21076/vizyoner.872303

Abstract

During high-risk infectious epidemics, it is necessary to reach and inform the public through effective communication strategies in order to identify the existing risk and control the epidemic. In such cases, it is important that the health institutions managing the risk process can convey the risk of epidemic disease to the public with all its dimensions and convey the hope that the epidemic can be controlled with the measures taken, with an interactive communication. The use of social media in the field of health offers opportunities for individuals and health institutions that shape public health within the framework of the opportunity to communicate interactively with large target audiences. For this reason, it becomes important to reveal the effect and function of social media environments in the risk communication process in cases of epidemic risk. The study focuses on the social media activities of the Ministry of Health, which is the only institution that manages and directs the pandemic process in Turkey during Covid-19 pandemic. In the research, the posts shared by the Ministry of Health on the Instagram account are analysed within the framework of risk communication models. The study tries to understand the communication styles, risk content and risk perception adopted by the Ministry on Instagram during the epidemic, and the content and context of the communication carried out by the Ministry of Health on Instagram is examined through shared posts. In the study, which aims to analyse the data collected by the content analysis technique, the findings obtained using descriptive statistical tests are evaluated within the framework of risk communication models.

Keywords

Risk Communication, Social Media, Instagram, Pandemic, Covid-19

Covid-19 Pandemi Sürecinde Sağlık Bakanlığı’nın Instagram Kullanımının Risk İletişimi Bağlamında Değerlendirilmesi

Abstract

Yüksek risk içeren bulaşıcı salgın hastalıklar sırasında, var olan riski tanımlamak ve salgını kontrol altına alabilmek için etkili iletişim stratejileri yoluyla halka ulaşmak ve bilgilendirmek gerekmektedir. Bu tür durumlarda risk sürecini yöneten sağlık kurumlarının salgın hastalık riskini tüm boyutlarıyla halka aktarması ve alınan önlemlerle salgının kontrol altına alınabileceği umudunu etkileşimli bir iletişimle kitlelere aktarabilmesi önemlidir. Sağlık alanında sosyal medya kullanımı, hem bireylere hem de halk sağlığını biçimlendiren sağlık kurumlarına geniş hedef kitlelerle etkileşimli iletişim kurma olanağı çerçevesinde fırsatlar sunmaktadır. Bu nedenle salgın hastalık riski durumlarında sosyal medya ortamlarının risk iletişim sürecindeki etkisini ve işlevini ortaya koymak önemli hale gelmektedir. Bu çalışma Covid-19 pandemisi sırasında ülkemizde pandemi sürecini yöneten ve yönlendiren tek kurum olan Sağlık Bakanlığı’nın sosyal medyadaki etkinliklerine odaklanmaktadır. Araştırmada, Sağlık Bakanlığı’nın Instagram hesabı üzerinden paylaştığı gönderiler, risk iletişimi modelleri çerçevesinde incelenmektedir. Çalışma, bakanlığın salgın sırasında Instagram’da benimsediği iletişim biçimlerini, risk içeriğini ve oluşturulmaya çalışılan risk algısını anlamaya çalışmakta ve Sağlık Bakanlığı’nın Instagram üzerinden gerçekleştirdiği iletişimin içeriği ve bağlamı, paylaşılan gönderiler üzerinden değerlendirilmektedir. İçerik analizi tekniğiyle bir inceleme gerçekleştirmeyi hedefleyen çalışmada, betimsel istatistik testleri kullanılarak elde edilen bulgular, risk iletişim modelleri çerçevesinde analiz edilmektedir.

Keywords

Risk İletişimi, Sosyal Medya, Instagram, Pandemi, Covid-19

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