COVİD-19 PANDEMİSİNİN ERKEN DÖNEMİNDE TÜRKİYE CUMHURİYETİ SAĞLIK BAKANLIĞI WEB SİTESİNDE YAYINLANAN KAMU SPOTLARININ İÇERİK ANALİZİ

Özet Pandemi yoğun iletişim çabalarını gerektiren benzersiz bir sağlık krizidir. Bir sağlık krizine yol açan Covid-19 pandemisinde, toplumla iletişimin sağlanmasında ve pandeminin yönetilmesinde kamu spotularının kullanımı oldukça önemli bir unsurdur. Covid-19’un erken döneminde kamu spotlarının nasıl bir içeriğe sahip oldukları ve ne tür sağlık iletişim stratejilerinin kullanıldığına yönelik çok az şey bilinmektedir. Türkiye’de, Sağlık Bakanlığı’nın pandeminin akut döneminde yayınladığı kamu spotlarının çekim sayısı, çekim süreleri, görsel, işitsel ve öne çıkan karakterler ile mesajın veriliş şekli ve amacının belirlenmesi amaçlanan bu çalışmada nitel araştırma tasarımı kullanılmıştır. Bu kapsamda; pandeminin ilk dokuz ayında yayınlanan 51 kamu spotu; çekim sayısı, çekim süreleri, görsel, işitsel ve öne çıkan karakterler ile mesajın veriliş şekli ve amacı içerik analizi yöntemiyle incelenmiş ve beş araştırma sorusuna yanıt aranmıştır. Bu makale, pandeminin erken döneminde sunulan kamu spotlarının içeriklerine yönelik geniş bir teorik destek sağlamakta ve salgın hastalıklarla mücadelede stratejik sağlık iletişimine yönelik önerilerde bulunmaktadır.

Anahtar Kelimeler:

Covid-19, pandemi, kamu spotu, içerik analizi, sağlık iletişimi

CONTENT ANALYSIS OF PUBLIC ADS PUBLISHED ON THE TURKEY REPUBLIC MINISTRY OF HEALTH WEBSITE IN THE EARLY PERIOD OF THE COVID-19 PANDEMİC

Abstract The pandemic is a unique health crisis that requires intensive communication efforts. In the Covid-19 pandemic, which has led to a health crisis, the use of public service ads is a very important factor in ensuring communication with the society and managing the pandemic. Little is known about the content of public service ads in the early period of Covid-19 and what kind of health communication strategies are used. Qualitative research design was used in this study, which aimed to determine the number of shots, shooting times, visual, auditory, and prominent characters and the method and purpose of the public service ads published by the Ministry of Health during the acute period of the pandemic in Turkey. In this context, 51 public service announcements broadcast in the first nine months of the pandemic were examined by content analysis method in terms of number of shots, shooting times, visual, auditory, and prominent characters, and the way and purpose of the message, and answers were sought for five research questions. This article provides broad theoretical support for the contents of public service ads presented in the early period of the pandemic and makes recommendations for strategic health communication in the fight against epidemics.

Keywords:

Covid-1-, pandemic, PUBLIC ADS, content analysis, health communication,

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