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Sağlık İletişimi Kampanyaları: Obezite Temalı Kampanya Afişlerinin Göstergebilimsel Çözümlemesi

Year 2022, Issue: 38, 23 - 44, 07.12.2022

Ali Arıcı Özgür Kılınç

https://doi.org/10.31123/akil.1144612

Abstract

Sağlık alanında yürütülen iletişim kampanyaları farkındalık oluşturma, önleyicilik, riskleri azaltma, mevcut sorunları çözme bağlamında dikkat çekmektedir. Sağlık iletişiminin dikkat çekme, farkındalık oluşturma, tutumları etkileme gibi temel işlevleri halkla ilişkiler alanını da yakından ilgilendirmektedir. Bu bağlamda iletişim dilini, söylemini ve içeriğini kamu yararı odağında tasarlayan sağlık iletişimi kampanyaları, obezite gibi gündelik yaşamı doğrudan etkileyen sorunlar söz konusu olduğunda göstergebilimsel belleği harekete geçirebilmektedir. Obeziteyi resmeden, çerçeveleyen sağlık iletişim kampanyaları sorunun toplumsal arka planını, görsel ve sosyal algıya yönelik etkisini çözümlemek açısından büyük değer taşımaktadır. Bu doğrultuda çalışmayla bir “işaret sistemi” ve “anlamın birlikte üretimi” olan göstergebilimsel çözümleme çerçevesinde dijital ortamda yer alan obezite konulu afişler değerlendirilmeye tabi tutulmaktadır. Araştırma sonuçlarına göre obeziteyi ve obez bireyleri stereotipler üzerinden çerçeveleyen göstergeler, çocukları ve onların ebeveynini hedeflemekte olup göstergeler minimalist tasarım, metaforik kodlar ve olumsuz duygu gösterilenleriyle öne çıkmaktadır. Obeziteyi beden merkezli konumlandıran ve bunu metalar aracılığıyla anlatmaya çalışan göstergeler, kamu dikkatini çekme veya farkındalık oluşturma çabasını kültürel arka planla desteklemektedir.

Keywords

Sağlık İletişimi Kampanyaları Obezite Afiş Göstergebilimsel Çözümleme.

Supporting Institution

Yok

Project Number

Yok

Thanks

Sayın editör, teşekkür eder, iyi çalışmalar dileriz.

References

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  • Heuer, C. A., McClure, K. J. & Puhl, R. M. (2011). Obesity Stigma in Online News: A Visual Content Analysis. Journal of Health Communication, 16(9), 976-987. https://doi.org/10.1080/10810730.2011.561915.
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Health Communication Campaigns: Semiotic Analysis of Obesity-Themed Campaign Posters

Year 2022, Issue: 38, 23 - 44, 07.12.2022

Ali Arıcı Özgür Kılınç

https://doi.org/10.31123/akil.1144612

Abstract

The communicative campaigns carried out in the field of health draw attention in the context of raising awareness, prevention, reducing risks and solving existing problems. The basic functions of health communication such as attracting attention, raising awareness and influencing attitudes are closely related to the field of public relations. Health communication campaigns that design the language, discourse and content of communication with a focus on public benefit. In this context, health communication campaigns can activate semiotic memory when it comes to problems that directly affect daily life, such as obesity. Health communication campaigns on obesity are valuable in order to analyze the social background of the problem and its effect on visual and social perception. In this direction, posters on obesity in the digital environment are evaluated within the framework of semiotic analysis, which is a “sign system” and “co-production of meaning.” According to the results of the research, signs framing obesity and obese individuals through stereotypes target children and their parents. Also signs stand out with their minimalist design, metaphoric codes and negative emotion signified. Signs that position obesity as body-centered and try to explain it through commodities support the effort of attracting public attention or raising awareness with a cultural background.

Keywords

Health Communication Campaigns Obesity Semiotic Analysis. poster

Project Number

Yok

References

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  • Atkin, C. A. (2001). Theory and Principles of Media Health Campaigns. In R. E. Rice & C. K. Atkin (Eds.), Public Communication Campaigns (pp. 49-68). Thousand Oaks, CA: Sage.
  • Bailey, R. L., Wang, T. & Kaiser, C. K. (2018). Clash of the Primary Motivations: Motivated Processing of Emotionally Experienced Content in Fear Appeals About Obesity Prevention. Health Communication, 33(2), 111-121. https://doi.org/10.1080/10410236.2016.1250186.
  • Bozpolat, C. & Cömert, Y. (2016). Sağlık Sektöründe Sosyal Pazarlama Uygulamaları: Obezite İle Mücadele Kampanyası Üzerine Bir Araştırma. Nevşehir Hacı Bektaş Veli Üniversitesi SBE Dergisi, 6(1), 43-64.
  • Broom, D. H. & Warin, M. (2011). Gendered and Class Relations of Obesity: Confusing Findings, Deficient Explanations. Australian Feminist Studies, 26(70), 453-467. https://doi.org/10.1080/08164649.2011.621177.
  • Campbell C. & Scott K. (2011). Mediated Health Campaigns: From Information to Social Change. In Hook D., Franks B. & Bauer M.W. (Eds.) The Social Psychology of Communication (pp. 266-283). Palgrave Macmillan, London.
  • Coffman, J. (2002). Public Communication Campaign Evaluation: An Environmental Scan of Challenges, Criticisms, Practice and Opportunities. Cambridge: Harvard Family Research Project.
  • Crawford, E. & Okigbo, C. (2014). Strategic Communication Campaigns. In C. Okigbo (Ed.), Strategic Urban Health Communication (pp. 11-23). New York: Springer.
  • Crosnoe, R. (2007). Gender, Obesity, and Education. Sociology of Education, 80(3), 241-260. https://doi.org/10.1177/003804070708000303.
  • Crossley, N. (2004). Fat is a Sociological Issue: Obesity Rates in Late Modern,‘Body-Conscious’ Societies. Social Theory & Health, 2(3), 222-253. https://doi.org/10.1057/palgrave.sth.8700030.
  • Culler, J. (1976). Saussure. London: Fontana Press.
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  • Dutta, M. J. & de Souza, R. (2008). The Past, Present, and Future of Health Development Campaigns: Reflexivity and the Critical-Cultural Approach. Health Communication, 23(4), 326-339. https://doi.org/10.1080/10410230802229704.
  • Eagle, L., Bulmer, S., De Bruin, A. & Kitchen, P. J. (2004). Exploring the Link Between Obesity and Advertising in New Zealand. Journal of Marketing Communications, 10(1), 49-67. https://doi.org/10.1080/1352726042000207199.
  • Garrett, R. & Wrench, A. (2012). ‘Society Has Taught Us to Judge’: Cultures of the Body in Teacher Education. Asia-Pacific Journal of Teacher Education, 40(2), 111-126. https://doi.org/10.1080/1359866X.2012.669826.
  • Gibbons, F. X. & Gerrard, M. (1997). Health Images and Their Effects on Health Behavior. In B. P. Buunk and F. X. Gibbons (Eds.), Health, Coping, and Well-Being: Perspectives From Social Comparison Theory (pp. 63-94). Mahwah, NJ: Erlbaum.
  • Gilman, S. L. (2008). Fat: A Cultural History of Obesity. Cambridge: Polity Press.
  • Gluck, M. (1998). Content Analysis, Semiotics, and Social Semiotics for Cartographic Analysis: Interpreting Geospatial Representations. Cartographic Perspectives, 31, 4-25.
  • Gracia-Arnaiz, M. (2010). Fat Bodies and Thin Bodies. Cultural, Biomedical and Market Discourses on Obesity. Appetite, 55(2), 219-225. https://doi.org/10.1016/j.appet.2010.06.002.
  • Guillemin, M. (2004). Understanding Illness: Using Drawings as a Research Method. Qualitative Health Research, 14(2), 272-289. https://doi.org/10.1177/1049732303260445.
  • Haider, M. & Rogers, E. M. (2005). Introduction: An Overview of Health Communication – Utility, Value, and Challenges. In M. Haider (Ed.), Global Public Health Communication: Challenges, Perspectives, and Strategies (pp. xxvii-xxxvii). Sudbury: Jones & Bartlett Publishers.
  • Hansen, A. & Machin, D. (2013). Researching Visual Environmental Communication. Environmental Communication: A Journal of Nature and Culture, 7(2), 151-168. https://doi.org/10.1080/17524032.2013.785441.
  • Harriger, J. A. & Thompson, J. K. (2012). Psychological Consequences of Obesity: Weight Bias and Body Image in Overweight and Obese Youth. International Review of Psychiatry, 24(3), 247-253. https://doi.org/10.3109/09540261.2012.678817.
  • Hendriks, H., van den Putte, B., de Bruijn, G. J. & de Vreese, C. H. (2014). Predicting Health: The Interplay Between Interpersonal Communication and Health Campaigns. Journal of Health Communication, 19(5), 625-636. https://doi.org/10.1080/10810730.2013.837552.
  • Heuer, C. A., McClure, K. J. & Puhl, R. M. (2011). Obesity Stigma in Online News: A Visual Content Analysis. Journal of Health Communication, 16(9), 976-987. https://doi.org/10.1080/10810730.2011.561915.
  • Hook, D. & Glaveanu, V. P. (2013). Image Analysis: An Interactive Approach to Compositional Elements. Qualitative Research in Psychology, 10(4), 355-368. https://doi.org/10.1080/14780887.2012.674175.
  • Huggins, M. (2015). The Visual in Sport History: Approaches, Methodologies and Sources. The International Journal of the History of Sport, 32(15), 1813-1830. https://doi.org/10.1080/09523367.2015.1108969.
  • Joffe, H. (2008). The Power of Visual Material: Persuasion, Emotion and Identification. Diogenes, 55(1), 84-93. https://doi.org/10.1177/0392192107087919.
  • Johnstone, G. & Grant, S. L. (2018). Weight Stigmatisation in Antiobesity Campaigns: The Role of Images. Health Promotion Journal of Australia, 30(1), 37-46. https://doi.org/10.1002/hpja.183.
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There are 74 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Articles
Authors

Ali Arıcı 0000-0003-4027-8288

Özgür Kılınç 0000-0002-8697-162X

Project Number Yok
Publication Date December 7, 2022
Submission Date July 17, 2022
Published in Issue Year 2022 Issue: 38

Cite

APA Arıcı, A., & Kılınç, Ö. (2022). Sağlık İletişimi Kampanyaları: Obezite Temalı Kampanya Afişlerinin Göstergebilimsel Çözümlemesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi(38), 23-44. https://doi.org/10.31123/akil.1144612
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