Galatasaray Üniversitesi İletişim Dergisi 1305-2411 2548-124X Galatasaray Üniversitesi 10.16878/gsuilet.436047 Les magazines comme une source de la promotion pour la consommation pour la santé : une comparaison entre « Women’s Health » et « Men’s Health Magazine as a Source for Promoting Health Consumption: A Comparison of “Women’s Health” and “Men’s Health” Magazine Magazine as a Source for Promoting Health Consumption: A Comparison of “Women’s Health” and “Men’s Health” Magazine Turancı Eda GAZİ ÜNİVERSİTESİ, İLETİŞİM FAKÜLTESİ Eşiyok Elif ATILIM ÜNİVERSİTESİ, İŞLETME FAKÜLTESİ 06 28 2018 28 239 255 02 02 2018 06 01 2018 Copyright © 2004, Galatasaray Üniversitesi İletişim Dergisi 2004 Galatasaray Üniversitesi İletişim Dergisi

Dans le monde d’aujourd’hui où la vie saine a une grande importance, la santé est un sujet populaire et devient aussi un domaine important pour les médias. A travers les médias, le public est exposé à de nombreux conseils et recommandations liés à la santé et cela conduit les individus à consommer plus afin d’être en bonne santé. D’autre part, on suppose que parmi les médias de masse, les magazines sont ceux qui pousse plus les gens à consommer. Cette étude vise à analyser les magazines de santé « Women’s Health» et «Men›s Health» qui ont le taux de circulation le plus élevé en 2016 en termes de diriger leurs lecteurs à consommer pour leur santé. Les résultats ont montré que la majorité des articles publiés étaient intitulés « Women›s Health ». Nous avons constaté que ce magazine dirige le lecteur est vers la consommation dans chaque article en mentionnant un nom de spécialiste / médecin ou de l’hôpital.

Health has become a popular subject and a leading feature for media in today’s world where healthy living has gained considerable importance. In fact, the audience is exposed to numerous advices and recommendations related to health through media messages that manipulate individuals to consume more in order to be healthy. On the other hand, it has been assumed that health magazines are more influential in terms of motivating people to consume more compared to other mass media. Accordingly, this study aims to analyze the magazines “Women’s Health” and “Men’s Health” which have the highest circulation rate in 2016 in terms of leading readers to consume for a better health. It has been revealed that majority of the articles mentioning a specialist/doctor or hospital name in order to direct readers towards consumption related to their institutions was published in Women’s Health magazine.

Sağlıklı yaşamın giderek önem kazandığı günümüzde popüler bir konu haline gelen sağlık, medyanın da üzerinde durduğu konuların başında gelmektedir. Medya aracılığıyla izleyiciler, sağlıkla ilgili çok sayıda öneri ve tavsiyeyle karşılaşmakta ve birey, sağlıklı olmak için daha fazla tüketmeye yönlendirilmektedir. Öte yandan, kitle iletişim araçları arasında dergilerin, bireyleri tüketime yönlendirmek açısından daha etkili olduğu varsayılmaktadır. Bu doğrultuda çalışmada, sağlık dergileri olarak sınıflandırılan ve 2016 yılında en yüksek tiraja sahip olan “Women’s Health” ve “Men’s Health” dergileri, okuyucuları sağlıkları için tüketime nasıl yönlendirdikleri açısından incelenmektedir. Elde edilen sonuçlar, yönlendirme içeren yazıların çoğunun Women’s Health dergisinde yer aldığını ortaya çıkarmıştır. Dergide yer alan her yazının bir uzmanın/doktorun veya hastanenin adına yer vererek, okuyucuyu bu doğrultuda bir tüketime doğru yönlendirdiği tespit edilmiştir.

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