Aşı Mesajlarına Yönelik Karşı Argüman Gelişiminde Dini Çerçeveleme Etkisinin Genişletilmiş-ELM Modeli Üzerinden İncelenmesi

Yıl 2021, , 199 - 221, 31.12.2021

Mehmet Safa Çam

https://doi.org/10.47951/mediad.1021794

Öz

Pandeminin etkileri dalgalanarak devam ederken, toplu bağışıklığın sağlanması için aşı çalışmaları da hız kazanmıştır. Ancak aşılama hızı ve aşılanma oranları dikkate alındığında, sürü bağışıklığının sağlanmasını tehdit eden tereddütlerin bulunduğu vurgulanmalıdır. COVID-19 salgını, günlük yaşamdaki birçok yeni alışkanlık hakkında derin şüpheler uyandırdı ve aşı da bu konuların başında gelmektedir. Bu makale, aşılamaya yönelik tepkilerin iletişimsel bir kapsamı olabileceğinden hareketle aşı programını teşvik etmek amacıyla tasarlanmış mesaj çerçevelerini incelemeye adanmıştır. Ancak, pandeminin bireylerin tedbirlere ve aşının kendisine yönelik olumsuz inançlar üretmesine neden olan pek çok faktör keşfedilmemiş durumdadır. Bu nedenle, mevcut çalışmanın amacı, kriz zamanlarında bireylerin dini bir yaklaşım sergiledikleri varsayımından hareketle, belirli iletişim yaklaşımlarını analiz etmek ve dini çerçevelemenin aşılama tutumları üzerindeki etkilerini araştırmaktır. 2x2x2 denekler-arası ANCOVA tasarımına ait bulgular, bir çerçeveleme koşulunu kullanmanın aşılama hakkındaki genel düşünceleri etkilediğini ve özellikle dini çerçeveli mesajların karşıt tepkileri dönüştürme yeteneğine sınırlı da olsa sahip olduğunu ve dini çerçevelemenin kayıp çerçeveli mesajlarla etkileşimli şekilde genel olarak fayda sağladığını ortaya koymuştur. Çalışmanın sonucunda sonuçların teorik katkıları tartışılmıştır.

Anahtar Kelimeler

Dini Çerçeveleme, Genişletilmiş-ELM, Mesaja Çekilme, Karşıt Tepki, Mesaj Beklenmedikliği

The Religious Framing Impact on Counterarguing Towards Vaccination Ads: Consideration of the Extended-ELM Perspective

Öz

As the fluctuating effects of the pandemic continue, vaccination studies accelerated to ensure mass immunity. However, considering the speed of inoculation, it should be emphasized that it is evident of hesitancy threatening the achievement of herd immunity. The COVID-19 pandemic has deeply stirred up suspicions about many new habits in daily lives; therefore the vaccination has no exception. This paper is dedicated to examining communication framings designed to promote vaccination programs, as it might be a communicative remedy of counter-responses against the vaccination. Yet, a great deal is unexplored how the pandemic causes people to generate counterarguments against the vaccination program. Therefore, this study aimed to analyze which features of the communications lead to such a negative belief and investigate the effects of religious framing on vaccination attitudes, based on the fact that people take a religious perspective in crisis times. Findings by 2×2x2 between-subjects design of ANCOVA revealed that selecting a framing path influences the general thought about vaccination, and religious-framed messages have the ability to transform counterarguing tendency. But these capabilities have some limitations and religious framing generally benefits through interaction with loss-framed messages. The theoretical contributions were mentioned following the results.

Anahtar Kelimeler

Religious Framing, Extended-ELM, Absorption, Counterarguing, Message Unexpectedness

Kaynakça

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