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.

Health Communication Campaigns: Semiotic Analysis of Obesity-Themed Campaign Posters

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

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