KAMU SPOTLARININ ÖĞRENCİLERİN ORGAN BAĞIŞINA YÖNELİK ALGILARINA ETKİSİNİN İNCELENMESİ: NİTEL BİR ÇALIŞMA

Öz

Bu çalışma, kamu spotlarının organ bağışına yönelik farkındalık yaratmadaki rolünü değerlendirerek, üniversite öğrencilerinin organ bağışına dair algılarını ve bu algıları şekillendiren faktörleri incelemeyi amaçlamaktadır. Yöntem olarak, çalışma, 18 öğrenciyle gerçekleştirilen derinlemesine görüşmelere dayalı nitel bir araştırma olarak tasarlanmıştır. Yarı yapılandırılmış görüşme formları kullanılarak, öğrencilerin organ bağışına dair algıları ve kamu spotlarının bu algılar üzerindeki etkileri incelenmiştir. Elde edilen bulgular, öğrencilerin organ bağışına yönelik algılarının sosyal, kültürel ve dini faktörlerin yanı sıra aile geçmişi tarafından da şekillendiğini ortaya koymaktadır. Organların nasıl nakledileceğine dair endişeler ve ölüm korkusu, organ bağışına yönelik önemli engeller olarak tanımlanmıştır. Ayrıca, kamu spotlarının farkındalık yaratmadaki önemli rolü gözlemlenmiş; duygusal bağlar kuran gerçek yaşam öyküleriyle desteklenen iletişim stratejilerinin organ bağışına yönelik olumlu algıları güçlendirebileceği bulunmuştur. Kamu spotları, toplumsal farkındalık yaratma ve olumlu davranış değişikliklerini teşvik etme amacıyla etkili bir pazarlama iletişim aracı olarak kullanılmaktadır. Bu çalışma, organ bağışını teşvik eden kampanyaların geliştirilmesine katkıda bulunmakta ve kamu spotlarının toplum üzerindeki etkisini anlamak için bir temel oluşturmaktadır. Elde edilen bulgular, kurum yöneticilerine organ bağışı konusundaki farkındalık yaratma çabalarını yönlendirmede rehberlik sağlamaktadır.

Anahtar Kelimeler

• Tüketici Davranışları
• Organ Bağışı
• Kamu Spotları
• Derinlemesine Görüşme

EXPLORING THE INFLUENCE OF PUBLIC SERVICE ANNOUNCEMENTS ON STUDENTS' PERCEPTIONS OF ORGAN DONATION: A QUALITATIVE STUDY

Abstract

This study aims to examine university students' perceptions of organ donation and the factors shaping these perceptions by evaluating the role of public service ads in raising awareness about organ donation. The research was designed as a qualitative study based on in-depth interviews with 18 students. Using semi-structured interview forms, students' perceptions of organ donation and the effects of public service announcements on these perceptions were analysed. The findings show that students' perceptions of organ donation are influenced by social, cultural, and religious factors and family background. Concerns about how organs will be transplanted and fear of death were identified as important barriers to organ donation. Furthermore, the important role of public service announcements in raising awareness was observed, and it was found that communication strategies supported by real-life stories that create emotional connections can strengthen positive perceptions of organ donation. Public service announcements are used as an effective marketing communication tool to raise public awareness and encourage positive behavioural changes. This study contributes to the development of campaigns promoting organ donation and provides a basis for understanding the impact of public service announcements on society. The findings provide guidance to organisational managers in directing their efforts to raise awareness on organ donation.

Keywords

• Consumer Behavior
• Organ Donation
• Public Service Announcements
• In-Depth Interview

Kaynakça

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