Sağlık İletişimi Perspektifinden Instagramda COVID-19 Paylaşımlarının Analizi: #COVID-19

Yıl 2021, , 113 - 136, 15.01.2021

Banu Kumbasar

https://doi.org/10.18094/josc.699040

Öz

Sosyal medya, COVID-19 gibi salgınlar hakkındaki bilgilerin değerlendirilmesi için önemli bir dijital alanı temsil etmektedir. Ayrıca gerekli sosyal yardım ve müdahalelerin planlanmasında önemli bir araç olarak hizmet edebilmektedir. Pandemi süreçlerinde acil kriz yönetiminde, Twitter, İnstagram, Facebook üzerinden yapılan sosyal medya analizleri durumsal farkındalığı desteklemek için kullanılmaktadır ve bulaşıcı hastalıkların izlenmesinden bölgesel planlama ve çok amaçlı kampanyalara kadar birçok farklı durum için gerekli görülmektedir. Bu çalışmada COVID-19 pandemisinde İnstagram’ın nasıl kullanıldığını belirlemek amaçlanmıştır. İnstagram’da “coronavirus” ve “COVID-19” anahtar kelimesi kullanılarak döküman analizi ile 10 Ocak – 20 Şubat 2020 tarihleri arasında görsel taraması yapılmıştır. Nitel türdeki bu araştırmada verilerin analizinde içerik analizi kullanılmıştır. 334 görselin çoğunda (%35.0) İngilizce altyazı olduğu belirlenmiştir. Görsellerde kullanılan mesaj yaklaşımının çoğunlukla korkutma (%38.9) olduğu saptanmıştır. Görsellerin çoğunluğunun (%71.0) fotoğraf olduğu belirlenmiştir. Fotoğrafları sırasıyla infografik (%17.7) ve karikatür (%11.4) izlemektedir. Paylaşılan görsellerin bilgi vermeye odaklı olduğu görülmüştür. Organizasyonlara ait resmi İnstagram hesapları tarafından paylaşılan kamu yararı taşıyan görsellerin çoğunluğunun (%53.1) haber niteliğinde olduğu saptanmıştır. Haberleri sağlık politikaları (%24.7) ve sosyal pazarlama (%22.2) içerikli görsellerin takip ettiği görülmüştür. Sonuç olarak, pandemi sürecinde İnstagram’ın, gözetim, bilgilendirme ve müdahaleye yardımcı olabilecek, kamuoyunu değerlendirmede katkı sunabilecek bir sosyal medya aracı olabileceği düşünülmektedir.

Anahtar Kelimeler

Covid-19, İnstagram, Sağlık İletişimi, Sosyal Medya, Pandemi

Analysis of COVID-19 Shares on Instagram from The Perspective of Health Communication: #COVID-19

Öz

Social media represents an important digital space to monitor information about outbreaks such as COVID-19, and can also serve as a tool to target outreach and interventions. In emergency crisis management, social media analyzes such as Twitter, Instagram, Facebook have been used to support situational awareness during crisis and were considered necessary for decision making in many different situations, from monitoring infectious diseases to regional planning and multi-purpose campaigns. In this study, it was aimed to determine how Instagram was used in the COVID-19 pandemic. The term “coronavirus” and “COVID-19” was used to search on Instagram. Using web scanning approach, visual scanning was performed between January 10 – February 20, 2020. In this qualitative research, content analysis was used to analyze the datas. It was determined that most of the images (35,0%) had English subtitles. It was found that the message approach used in visuals was mostly fear (38,9%). It was determined that the majority of the images were photographs (71,0%). The photographs were followed by infographic (17,7%) and cartoons (11,4%), respectively. Images were focused on giving information. It has been determined that the majority (53,1%) of the images of public interest shared by the official Instagram accounts of the organizations were news. It was observed that the visuals with the content of health policies (24.7%) and social marketing (22.2%) followed the news. As a result, it is thought that Instagram will be a social media channel that can enable surveillance, education and intervention, which is useful in evaluating public opinion

Anahtar Kelimeler

COVID-19,, Health Communication, Instagram, Social Media, Pandemic

Kaynakça

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