Can Some Words in News Content Create Negative Perception in terms of Sectoral Image? Aquaculture or Fish Farms

Abstract

News and columns in print media are one of the most efficient forms of mass media in terms of transferring its ideas to society. In this study, the aim was to examine news content mentioning the Turkish aquaculture sector, which has recently gained acceleration in production and export, in national newspapers based on some keywords depicting the sector, and to research whether or not the tendency of news content has changed depending on the keywords. The study has been performed with content analysis. For this purpose, the content of news and columns published between 2010 and 2019 in the highest circulation national newspapers were searched with two groups. The first group involved news and column rankings resulting from “aquaculture and/or culture fisheries” keywords, while the second group involved rankings based on “fish farm and/or fish farms” keywords. 575 of 896 news and columns were included as samples. News related to Turkey’s aquaculture sector was researched based on five different categories: publishing date, category, approach, the tendency of news content and subject. According to the results of this study, it is found that the aquaculture sector has been averagely portrayed with more positive information (53,74%) than negative (46,26%) in Turkish newspapers. But it has also been demonstrated that a clear majority (91%) of the first group has a positive content tendency, having subjects such as production quantity, employment, support and exports. Conversely, the second group generally has a negative content tendency (68%) having subjects such as environmental pollution and environmental protection, taste-price-naturality-quality and sector-tourism conflict. According to statistical analysis, it has been determined that there is a statistically significant relationship between keywords and the tendency of news content (p<0,05). It can be said thanks to the findings that “aquaculture” and “culture fisheries” keywords can create a positive symbolic perception in public opinion for the sector, while “fish farm” and “fish farms” can create negative perceptions. Thus, this study has drawn attention to the fact that perceptions of society created by the news and columns in media are another factor that needs to be considered and managed by both businesses and government in terms of the sectoral image perspective.

Keywords

• Aquaculture
• Fish farm
• Content analysis
• News
• Columns

Haber İçeriğinde Yer Alan Bazı Sözcükler Sektörel İmaj Açısından Olumsuz Algı Yaratabilir mi? Kültür Balıkçılığı ya da Balık Çiftlikleri

Öz

Yazılı basında yer alan haber ve köşe yazıları, konu edindiği imgenin topluma aktarılması bakımından şüphesiz en etkili kitle iletişim araçlarından birisidir. Bu çalışmada son yıllarda gerek üretimde gerekse ihracatta önemli bir ivme kazanmış olan ülkemiz su ürünleri yetiştiriciliği sektörünü konu edinen ulusal gazete haberi içeriklerinin sektörü betimleyen bazı anahtar sözcüklere göre incelenmesi ve haber içeriği eğiliminin anahtar kelimelere göre değişip değişmediğinin irdelenmesi amaçlanmıştır. Çalışma içerik analizi yöntemi ile yürütülmüştür. Bu kapsamda ulusal ölçekte yayınlanan en yüksek tiraja sahip ilk 6 gazetede 2010-2019 yılları arasında çıkan haber ve köşe yazılarının içerikleri “akuakültür ve/veya kültür balıkçılığı” anahtar kelimelerini içeren haberler olacak şekilde birinci grup, “balık çiftliği ve/veya balık çiftlikleri” anahtar kelimeleri içeren haberler olacak şekilde ikinci grup olarak incelenmiştir. Araştırma kapsamında taranan 896 adet haberden ilgili olan 575 adet haber ve köşe yazısı çalışma kapsamına dahil edilmiş ve haberler; yayımlanma tarihi, kategori, konuyu ele alış biçimi, haber içeriğinin eğilimi ve konu olmak üzere beş kategoride incelenmiştir. Araştırma sonuçlarına göre, su ürünleri yetiştiriciliği sektörü ile ilgili ulusal gazetelerimizde yapılan haberler içeriklerinin ortalama olarak negatiflere kıyasla (%46,26) daha çok pozitif eğilimli (%53,74) olduğu tespit edilmiştir. Ancak birinci grup haber ve köşe yazılarının çok büyük bir çoğunluğunun (%91) üretim miktarı ve istihdam, destekleme, ihracat gibi konuların yer aldığı olumlu içerik eğilimine sahip haberler olduğu tespit edilmiş iken, ikinci gruptakilerin büyük bir çoğunluğunun ise (%68) yaratılan çevre kirliliği ve çevre korunması, lezzet-fiyat-doğallık-kalite, üretim olumsuzlukları, sektör-turizm çatışması gibi konuların yer aldığı olumsuz içerik eğilimine sahip haberler olduğu anlaşılmıştır. Yapılan analize göre çalışma kapsamında belirlenen anahtar kelimeler ile haber içeriğinin eğilimi arasında istatistiksel açıdan anlamlı bir ilişki tespit edilmiştir (p<0,05). Çalışma sonucuna göre, “kültür balıkçılığı” ve “akuakültür” sözcüklerinin su ürünleri yetiştiriciliği yapan işletmeler açısından kamuoyunda olumlu bir simgesel algı yaratabileceği, “balık çiftliği” ve “balık çiftlikleri” sözcüklerinin ise olumsuz bir simgesel algı yaratabileceği değerlendirilmektedir. Bu nedenle gazetede yayımlanan haber ve köşe yazıları vasıtasıyla toplumda oluşturulan algıların gerek sektördeki işletmeler ve gerekse devlet tarafından sektörel imaj perspektifinde ele alınması gerektiği ve bu hususun yönetilmesi gereken bir başka unsur olduğu göze çarpmaktadır.

Anahtar Kelimeler

• Kültür balıkçılığı,
• Balık çiftliği
• İçerik analizi
• Haber
• Köşe Yazısı

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