Eda TURANCI, Elif EŞİYOK

Sağlık için Tüketimin Teşvik Edilmesinde Kaynak Olarak Dergiler: “Women’s Health” ve “Men’s Health” Dergileri Üzerine Bir Karşılaştırma

Sağlıklı yaşamın giderek önem kazandığı günümüzde popüler bir konu haline gelen sağlık, medyanın da üzerinde durduğu konuların başında gelmektedir. Medya aracılığıyla izleyiciler, sağlıkla ilgili çok sayıda öneri ve tavsiyeyle karşılaşmakta ve birey, sağlıklı olmak için daha fazla tüketmeye yönlendirilmektedir. Öte yandan, kitle iletişim araçları arasında dergilerin, bireyleri tüketime yönlendirmek açısından daha etkili olduğu varsayılmaktadır. Bu doğrultuda çalışmada, sağlık dergileri olarak sınıflandırılan ve 2016 yılında en yüksek tiraja sahip olan “Women’s Health” ve “Men’s Health” dergileri, okuyucuları sağlıkları için tüketime nasıl yönlendirdikleri açısından incelenmektedir. Elde edilen sonuçlar, yönlendirme içeren yazıların çoğunun Women’s Health dergisinde yer aldığını ortaya çıkarmıştır. Dergide yer alan her yazının bir uzmanın/doktorun veya hastanenin adına yer vererek, okuyucuyu bu doğrultuda bir tüketime doğru yönlendirdiği tespit edilmiştir.

Magazine as a Source for Promoting Health Consumption: A Comparison of “Women’s Health” and “Men’s Health” Magazine

Health has become a popular subject and a leading feature formedia in today’s world where healthy living has gained considerableimportance. In fact, the audience is exposed to numerous advicesand recommendations related to health through media messages thatmanipulate individuals to consume more in order to be healthy. On theother hand, it has been assumed that health magazines are more influentialin terms of motivating people to consume more compared to other massmedia. Accordingly, this study aims to analyze the magazines “Women’sHealth” and “Men’s Health” which have the highest circulation rate in2016 in terms of leading readers to consume for a better health. It hasbeen revealed that majority of the articles mentioning a specialist/doctoror hospital name in order to direct readers towards consumption relatedto their institutions was published in Women’s Health magazine.

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