Pandemi Döneminde Dijital Sağlık İletişimi: T.C. Sağlık Bakanlığı COVID-19 Kamu Spotları Üzerine Stratejik Bir İnceleme

Öz

Sağlık iletişimi, bireylerin sağlık tehditlerine karşı bilinçlenmesini sağlamak, tutum ve davranış değişikliklerini teşvik etmek amacıyla yürütülen stratejik bir iletişim sürecidir. Kamu spotları ise sağlık iletişiminde toplumun geniş kesimlerine ulaşabilmek için sıklıkla kullanılan etkili araçlardır. Özellikle kriz dönemlerinde, kamu spotları halk sağlığını koruma ve farkındalık yaratma hedefleri doğrultusunda kritik bir rol üstlenmektedir. Bu çalışma, Türkiye Cumhuriyeti Sağlık Bakanlığı tarafından COVID-19 pandemisi döneminde yayınlanan kamu spotlarını sağlık iletişimi perspektifinden incelemeyi amaçlamaktadır. Araştırma kapsamında, Sağlık Bakanlığı’nın COVID-19 Bilgilendirme Platformu’ndaki sınırlı kamu spotları yerine YouTube platformunda “Pandemi Kamu Spotları” başlığı altında yayınlanan 173 video incelenmiştir. Çalışmada hem nicel hem de nitel yaklaşımları içeren içerik analizi yöntemi kullanılmış, kamu spotları tür, tema, hedef kitle, sözcü kullanımı, mesaj çekicilikleri ve çerçeveleri gibi kategoriler üzerinden sistematik olarak değerlendirilmiştir. Bulgular, kamu spotlarının büyük ölçüde bireysel sorumluluk temelli mesajlara odaklandığını, maske kullanımı, sosyal mesafe ve hijyen gibi koruyucu davranışlara yönelik mesajlar sunduğunu göstermiştir. Kamu spotlarında animasyonlar, sağlık çalışanları ve ünlüler sözcü olarak tercih edilmiş, rasyonel çekicilikler ve pozitif mesaj çerçeveleri öne çıkmıştır. Mesajların geniş bir kitleye hitap etmesi amacıyla sade ve anlaşılır bir dil kullanıldığı gözlemlenmiştir.

Anahtar Kelimeler

• Sağlık İletişimi
• COVID-19
• Kamu Spotları
• Mesaj Stratejileri
• İçerik Analizi

Digital Health Communication During the Pandemic: A Strategic Analysis of the COVID-19 Public Service Announcements by the Turkish Ministry of Health

Öz

Health communication is a strategic communication process aimed at raising awareness of health threats and promoting changes in attitudes and behaviors. **Public service announcements (PSAs) are effective tools frequently used in health communication to reach a wide audience. PSAs are critical in protecting public health and raising awareness, particularly during crises. This study aims to examine the COVID-19-themed PSAs published by the Turkish Ministry of Health during the pandemic from a health communication perspective. The research analyzed 173 videos published under “Pandemic PSAs” on the Ministry’s YouTube platform, rather than the limited PSAs available on the COVID-19 Information Platform. Using a mixed-methods approach that integrates quantitative and qualitative content analysis, the PSAs were systematically evaluated based on categories such as type, theme, target audience, spokesperson usage, message appeals, and message frames. The findings reveal that the PSAs largely focused on individual responsibility, delivering messages emphasizing protective behaviors such as mask usage, social distancing, and hygiene. Animations, healthcare professionals, and celebrities were frequently used as spokespersons in the PSAs, with rational appeals and positive message frames standing out. It was also observed that the messages employed simple and clear language to reach a broad audience effectively.

Anahtar Kelimeler

• Health Communication
• COVID-19
• Public Service Announcements
• Message Strategies
• Content Analysis

Kaynakça

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