Ülke İmajı ve Bilimsel Üretimi COVID-19 Aşıları Çerçevesinde Düşünmek: Sinovac Aşısı Hakkındaki Dijital Tartışmalar Üzerine Bir Araştırma

Yıl 2022, Cilt: 9 Sayı: 1, 187 - 204, 31.01.2022

Oğuz Kuş , Derya Gül Ünlü

https://doi.org/10.17680/erciyesiletisim.983090

Öz

Tüm dünyayı etkisi altına alarak, her geçen gün artan sayıda ölüme neden olan COVID-19 virüsü kaynaklı salgına karşı ciddi önlemler alınmış ve kısa sürede birçok farklı ülkede aşı çalışması başlatılmıştır. Geliştirilen aşıların onaylanması ve uygulanmaya başlanmasıyla birlikte, aşıların içeriği ve niteliğine dair üretildiği ülkenin imajıyla ilişkilendirilen çok sayıda görüş dijital ortamda dolaşım bulmuştur. Bu odak noktasından yola çıkan çalışma kapsamında, COVID-19 aşısının geliştirilmesiyle gerçekleştirilen bilimsel üretimin bir ülkenin imajıyla nasıl ilişkilendiğinin ve marka imajına nasıl bir katkıda bulunabileceğinin dijital ortamdaki kullanıcı yorumları analiz edilerek tespit edilmesi amaçlanmaktadır. Söz konusu amaç doğrultusunda, tek öğeli örnek olay incelemesi gerçekleştirilerek, Çin’de üretilen Sinovac aşısına Dünya Sağlık Örgütü’nün onay vermesini içeren haber kanallarının yayımladığı video haberlere gelen kullanıcı yorumları analiz edilmiştir. Çalışma sonucunda, aşıya ilişkin ülke orijiniyle ilişkilenen olumsuz kullanıcı yorumlarının (manipülasyon/ülke propagandası, aşı içeriğine güvenmeme) daha fazla olduğu; ancak olumlu yorumların (güçlü devlet imajı, gelişmiş sağlık teknolojisi, insan sağlığını önemseme) daha fazla etkileşim aldığı tespit edilmiştir.

Anahtar Kelimeler

Dijital İletişim, Ülke İmajı, COVID-19, Sinovac, COVID-19 Aşısı

Thinking of Country Image and Scientific Production in the Framework of COVID-19 Vaccines: A Research on the Digital Discussion about the Sinovac Vaccine

Öz

Serious measures have been taken against the epidemic caused by the COVID-19 virus, which affects the whole world and causes an increasing number of deaths every day, and vaccine studies have been started in many different countries in a short time. With the approval and implementation of the developed vaccines, many opinions related to the content and quality of the vaccines associated with the image of the country where they were produced have circulated in the digital environment. Within the scope of this study, it is aimed to determine how the scientific production realized with the development of the COVID-19 vaccine is related to the image of a country and how it can contribute to the brand image by analyzing user comments in the digital environment. In line with this purpose, a single-item case study was conducted and user comments on the video news published by the news channels, which included the approval of the World Health Organization for the Sinovac vaccine produced in China, were analyzed. As a result of the study, negative user comments (manipulation/country propaganda, distrust of vaccine content) related to the country of origin of the vaccine are more; however, it has been determined that positive comments (strong state image, advanced health technology, caring for human health) receive more interaction.

Anahtar Kelimeler

Digital Communication, Country Image, COVID-19, Sinovac, COVID-19 Vaccine

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