Digital Sexual Health Communication: An Analysis of Tabukamu’s Content from a Health Belief Model Perspective

Öz

Purpose: This study aims to examine how digital sexual health communication addresses barriers such as stigma, hesitation, and misinformation. Focusing on the Turkish digital platform Tabukamu, the research explores how youth-oriented content is constructed to support action readiness within a stigma-sensitive context. Design/methodology/approach: The study employs a mixed-methods content analysis of 101 Instagram posts shared by Tabukamu between 2023 and 2025. Guided by the Health Belief Model (HBM), the analysis examines key constructs such as perceived susceptibility, severity, benefits, barriers, and cues to action. In addition, strategic communication practices (normalization, emotional safety, advocacy, and misinformation correction) and visual-semiotic elements are analyzed. Findings: The findings reveal that the content follows a strongly action-oriented communication structure. Misinformation correction, perceived benefits, and action cues are highly prevalent, while perceived barriers are explicitly addressed through non-judgmental messaging. Barrier management emerges as a central communication strategy. Research limitations/implications: The study is limited to a single platform and focuses on content rather than behavioral outcomes. Future research should integrate audience-based methods to better understand the impact of the communication strategies. Practical implications: The findings indicate that barrier reduction strategies play a central role in structuring action-oriented digital sexual health communication. Content that combines clarity, supportive tone, and consistent visual organization appears to facilitate trust and action readiness. Originality/value: The study contributes to the literature by applying the HBM as a framework, offering a novel perspective by conceptualizing digital sexual health communication as barrier management, and demonstrating how strategic messaging can support action-oriented communication in the social media context.

Anahtar Kelimeler

• Science Communication
• Digital Health Communication
• Health Belief Model
• Sexual Health Communication
• Good Health and Wellbeing

Kaynakça

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