Anlatısal Reklamlar ve Sağlık Davranışlarının Tutundurulması Üzerine Bir Meta-Analiz Çalışması

Bu çalışma, anlatısal iletişim uygulamalarının sağlık davranışları üzerindeki etkinliğini meta analiz yöntemi ile incelemektedir (k =20; N =7106). Uluslararası alanyazında anlatısal iletişim formatının sağlık tutumları üzerindeki etkisinin incelendiği çalışmalar çeşitlilik göstermektedir. Ancak Türkiye’de mesaj formatlarının çalışıldığı ampirik araştırmalara rastlanmamıştır. Bu nedenle mevcut çalışma, sağlık iletişimi alanında Türkçe alanyazında referans bir çalışmanın ortaya konulmasını amaçlamaktadır. Hikaye anlatıcılığının sağlık alanında kullanımına bağlı olarak ortaya çıkan kümülatif etkisi, istatistik kanıtlara dayanan didaktik mesaj yaklaşımları ile karşılaştırılarak tespit edilmeye çalışılmıştır. Bu doğrultuda, literatür taraması sonucunda sağlık tutum ve davranışları üzerinde deneysel bir model üzerinden etki katsayısı üzereten 20 araştırma makalesine ulaşılmıştır. Meta-analize dahil edilecek ilgili çalışmalara ulaşmak için başta Google Scholar olmak üzere gerektiği durumlarda EBSCO, PsycINFO, Elsevier gibi birden fazla veritabanında aramalar gerçekleştirilmiştir. Bu süreçte İngilizce ve Türkçe anahtar kelimeler kullanılmıştır. Analiz sonucunda elde edilen genel etki büyüklüğü, anlatısal mesajların sağlık tutum ve niyetleri üzerinde orta düzeyde bir etkiye sahip olduğunu göstermektedir (d = 0,608 p

A Meta-Analysis Review on Narrative Advertisements and the Promotion of Health Behaviors

This study aims to investigate the effectiveness of narrative communication messages on health behaviors via meta-analysis approach (k =20; N =7106). Numerous studies examined the effect of narrative communication format on health attitudes in the international literature. However, as far as we know, there are no empirical researches focusing on the message formats in health promotion in Turkey. Therefore, the present study aims to present a reference study to national literature in the field of health communication. The cumulative impact of storytelling due to its use in the field of health promotion has been tried to be determined by comparing it with didactic message approaches based on statistical evidence. Accordingly, 20 research articles revealing effect sizes through an empirical model within the scope of health attitudes and behaviors were reached following the literature review. Searches were conducted in multiple databases such as Google Scholar, EBSCO, PsycINFO, Elsevier to find relevant studies to be included in the meta-analysis. English and Turkish keywords were used in the search process. The overall effect size calculated through the analysis indicates that the narrative messages have a moderate effect on health attitudes and intentions (d = 0.608 p

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ