Health and Its Discontents: Health Opinion Leaders’ Social Media Discourses and Medicalization of Health

Yasemin İnceoğlu; Burak Özçetin; Meltem Gökmen Tol; Saygın Vedat Alkurt

doi:10.16878/gsuilet.96677

EN TR FR

Health and Its Discontents: Health Opinion Leaders’ Social Media Discourses and Medicalization of Health

Abstract

Concerns regarding body and health colonize nearly all aspects of contemporary societies. Citizens are exposed to discourses disseminated from innumerable sources, on living a healthier, happier life and attaining a more desirable body. The common point for these discourses is their role in medicalization and individualization of health, i.e. approaching natural cycles of life as diseases and ignoring the social determinants of health. Health professionals, or “health opinion leaders”, occupy a strategic and advantageous position in this process. Most recently, web 1.0 and web 2.0 environments, especially social media outlets come forward among these sources. Social media provides health opinion leaders with opportunities to continuous and easy opinion/idea dissemination, and to mutual interaction with followers. Definition and promotion of diseases and fear; lifestyles and habits; beauty; longevity; performance and personal development; and naturalness lie at the center * The article is based on findings of Social Media Opinion Leadership Research supervised by Prof. Dr. Yasemin İnceoğlu with researchers Assist. Prof. Dr. Burak Özçetin, Meltem Gökmen and Saygın Vedat Alkurt. The project, coded 12.300.002, is funded by Galatasaray University Scientific Research Projects Fund. The project team would like to express their gratitude to Galatasaray University SRP Fund for their support and contribution / Makaleye kaynaklık eden Sosyal Medya Kanaat Önderliği Araştırması Prof. Dr. Yasemin İnceoğlu tarafından yürütülmüş ve Yrd. Doç. Dr. Burak Özçetin, Meltem Gökmen ve Saygın Vedat Alkurt projede araştırmacı olarak görev almıştır. 12.300.002 kodlu bu proje, Galatasaray Üniversitesi Bilimsel Araştırma Projeleri Fonu tarafından desteklenmiştir. Galatasaray Üniversitesi BAP Fonu’na destek ve katkılarından ötürü teşekkür ederiz.of their discursive strategy. This article suggests that social media discourses of health professionals on health and body must be considered within the context of medicalization and commodification of health in contemporary societies, and within the context of neoliberal governmentality.

Keywords

health opinion leaders, medicalization, governmentality, neoliberalism, discourse

Sağlık ve Hoşnutsuzlukları: Sağlık Kanaat Önderlerinin Sosyal Medya Söylemleri ve Sağlığın Tıbbileştirilmesi

Öz

Sağlık ve beden ile ilgili kaygılar günümüz toplumlarının neredeyse tüm
alanlarını sömürgeleştirmiş durumdadır. Yurttaşlar daha sağlıklı, daha mutlu bir
hayat yaşama ve daha arzu edilir bir bedene sahip olma üzerine sayısız kaynaktan
yayılan söylemlere maruz kalmaktadırlar. Bu söylemlerin ortak noktası sağlığın
tıbbileştirilmesine ve bireyselleştirilmesinde –yani yaşamın doğal döngülerine
hastalık olarak yaklaşılması ve sağlığın toplumsal belirleyenlerinin göz ardı
edilmesi– oynadıkları roldür. Sağlık profesyonelleri ya da “sağlık kanaat önderleri”
bu süreçte stratejik ve avantajlı bir konum işgal etmektedirler. Son dönemlerde
web 1.0 ve web 2.0 teknolojileri, özellikle de sosyal medya sağlık söyleminin
yayıldığı kaynaklardan biridir. Sosyal medya mecraları sağlık kanaat önderleri
için kolay kanaat/fikir beyanı ve sağlık kanaat önderleri ile takipçileri arasında
karşılıklı etkiletişim olanakları sunmaktadır. Bu figürlerin söylemsel stratejilerinin
merkezinde şu öğelerin tanımlanması ve promosyonu yer alır: hastalık ve korku;
yaşam tarzları ve alışkanlıklar; uzun yaşam; performans ve kişisel gelişim;
doğallık. Bu çalışma sağlık profesyonellerinin sağlık ve beden söylemlerinin
sağlığın tıbbileştirilmesi ve metalaşması ve neoliberal yönetimsellik kavramları ile
ilişkilendirerek ele alınması gerektiği vurgulamaktadır.

Anahtar Kelimeler

sağlık kanaat önderleri, tıbbileştirme, yönetimsellik, neoliberalizm, söylem

La Santé et ses malaises: Le discours des leaders d’opinion sur la santé dans les médias sociaux et la médicalisations de la Santé

Öz

Les soucis concernant la santé et le corps ont déjà monopolisés nos
jours tous les sujets de la vie quotidienne Les citoyens sont en train de subir
d’innombrables déclarations diffusées par des milliers de sources à propos d’une
vie plus saine, plus heureuse et un corps plus désirable. Le point commun de
ces discours est le role qu’ils jouent dans la médicalisation et l’individualisation
de la santé (C’est-à-dire que les cycles naturels de la vie sont considérés
comme des maladies et que les facteurs sociaux de la santé sont ignorés)
Les professionnels de la santé ou encore les leader d’opinion ont dans cette
démarche une position stratégique et avantageuse. Les technologies Web 1.0
et web 2.0 sont une des sources qui permettent la diffusion de ces messages
a travers les réseaux sociaux d’une façon très rapide.. Les réseaux sociaux
offrent facilement des possibilités d’interaction entre les leaders d’opinion de
la santé et leurs abonnés, et de déclaration d’idées/d’opinion. Au cœur de leur
stratégie discursive se trouvent la définition et la promotion des maladies et de
la peur; des modes de vie et des habitudes; la beauté; la longévité de la vie; la
performance et le développement personnel; et l’état d’être naturel. Cet article
propose que les discours de médias sociaux de professionnels de la santé sur la
santé et le corps doivent être considérés dans le cadre de la médicalisation et la
marchandisation de la santé dans les sociétés contemporaines, tout en tenant
compte de la gouvernementalité néolibérale.

Anahtar Kelimeler

les leaders d’opinion,médicalisation,gouvernementalité,néolibéralisme,discours

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Yasemin İnceoğlu

Burak Özçetin

Meltem Gökmen Tol

Saygın Vedat Alkurt

Yayımlanma Tarihi

8 Aralık 2014

Gönderilme Tarihi

2 Aralık 2014

Kabul Tarihi

-

Yayımlandığı Sayı

Yıl 1970 Sayı: 21

DOI

https://doi.org/10.16878/gsuilet.96677

IZ

https://izlik.org/JA63ZK49SH

Kaynak Göster

RIS / Bibtex

APA

İnceoğlu, Y., Özçetin, B., Gökmen Tol, M., & Alkurt, S. V. (2014). Health and Its Discontents: Health Opinion Leaders’ Social Media Discourses and Medicalization of Health. Galatasaray Üniversitesi İletişim Dergisi, 21, 103-127. https://doi.org/10.16878/gsuilet.96677

Cited By

What Do Social Media Influencers Say about Health? A Theory-Driven Content Analysis of Top Ten Health Influencers’ Posts on Sina Weibo

Journal of Health Communication

https://doi.org/10.1080/10810730.2020.1865486

Sağlık ve Hoşnutsuzlukları: Sağlık Kanaat Önderlerinin Sosyal Medya Söylemleri ve Sağlığın Tıbbileştirilmesi

Health and Its Discontents: Health Opinion Leaders’ Social Media Discourses and Medicalization of Health

Abstract

Keywords

Sağlık ve Hoşnutsuzlukları: Sağlık Kanaat Önderlerinin Sosyal Medya Söylemleri ve Sağlığın Tıbbileştirilmesi

Öz

Anahtar Kelimeler

La Santé et ses malaises: Le discours des leaders d’opinion sur la santé dans les médias sociaux et la médicalisations de la Santé

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster

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