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İletişimin alt dalı olarak ortaya çıkan ve gelişen sağlık iletişimi, sağlık okuryazarlığından ilaç kullanımına, beslenme alışkanlıklarından spor yapmaya kadar sağlıkla ilgili neredeyse her konuda gerçekleştirilen tüm iletişim uygulamalarını kapsamaktadır. Belirli alışkanlıkları edindirmeye, bazı eylemlerden uzak tutmaya, sağlık konusunda bilinçlendirmeye ve doğru davranışları öğretmeye odaklanılan bu iletişim uygulamalarında kamu spotu kullanımının ön plana çıktığı görülmektedir. Son yıllarda, kamu kurumları ve sivil toplum kuruluşları tarafından kamu yararına yönelik olarak faydalı bilgi iletme, farkındalık yaratma gibi amaçlarla kamu spotlarının kullanımı yaygınlaşmaktadır. Bu bağlamda bu çalışmada öncelikle, sağlık iletişimi kavramı açıklanmış ve kamu spotlarının kullanımı ele alınmıştır. 2008 yılından itibaren Türkiye’de devlet politikası olarak sigarayı bıraktırma yönünde çok önemli yasal düzenlemeler yapılmasından hareketle araştırma kapsamı, Sağlık Bakanlığı’nın yayınladığı sigara kullanımı karşıtı kamu spotlarıyla sınırlanmıştır. İki farklı sigara karşıtı kampanya kapsamında yayınlanan toplam yedi kamu spotu göstergebilimsel çözümleme yöntemiyle incelenerek, sigarayı bırakmaya ikna etmek için anlamın nasıl düzenlendiği ve aktarıldığı sorularına yanıt aranmıştır. Araştırma sonucunda, göstergelerle okuması yapılan altı kamu spotunda korku duygusuna seslenildiği, ikinci kampanyanın son yayınlanan kamu spotunda strateji değiştirilerek sigarayı bırakmaya teşvik edecek olumlu sonuçlara odaklanıldığı anlaşılmıştır.
Health communication, which emerges and develops as a sub-division of communication, covers almost all communication practices that are carried out on almost all matters related to health, from health literature to drug use, from eating habits to exercise. In these communication practices, which focus on acquiring certain habits, keeping away from certain actions, raising awareness about health and teaching proper behavior, public spots appear to be used in the forefront. In recent years, the use of public spots has become widespread by public institutions and civil society organizations for the purpose of communicating useful information and raising awareness for the public interest. In this context, in this study first, the concept of health communication was explained and the use of public spots was discussed. Since 2008, the scope of research has been limited to public spots against smoking published by the Ministry of Health in Turkey as a state policy. A total of seven public spots published in the framework of two different anti-smoking campaigns were studied by the indicative analysis method, seeking answers to the questions of how the meaning was organized and transmitted to convince smoking to quit. The study found that the six public spots that were read with indicators were pointed to fear, and that the second campaign focused on the positive results that would encourage to quit smoking by changing strategy in the last public spots.
Health communication which emerges as a sub-branch of communication encompasses all communication practices in almost all health related subjects, from health literacy to drug use, from eating habits to sports. In these communication practices which focus on making certain habits, keeping them away from certain actions, raising awareness about health and teaching correct behaviors, it is seen that public service announcement has become prominent. In recent years, the use of public service announcement (PSA) has become widespread by public institutions and non-governmental organizations for the purpose of providing useful information and raising awareness on the grounds of public interest. In this context, the concept of health communication was explained and the use of public service announcement (PSA) as communication application was discussed in this study. From 2008, very important legal studies have been carried out to stop smoking as state policy. Total of seven public spots published within the scope of two different anti-cigarette anti-smoking campaigns were examined by the semiotic analysis method and answers were asked about how the meaning was regulated and transferred to convince them to quit smoking. As a result of the research, it was understood that the six public spots read by the indicators were addressed to the feeling of fear, in the recently published public service announcement of the second campaign the strategy has been changed by focusing on positive results that would encourage quiting smoking.
Field : Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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