Pub Date : 2021-04-13DOI: 10.47107/INIFEDERGI.888544
Serdar Yıldız
AWARENESS Abstract Social media is frequently used in social campaigns similar to marketing communication efforts of brands. Although there are many studies on the use of social media in health communication, studies focusing on advertising practices in this context are quite limited. This study investigated the stroke awareness campaign carried out by the Turkish Cerebrovascular Diseases Society as of October 2020 as a case study. First of all, the communication strategy, message content, and executions of the campaign were reviewed in general. This review showed that the campaign communicated the essential information expected from stroke awareness campaigns in the integration of traditional and digital media. Then, the performance of the social media ads was analyzed in terms of metrics such as impressions, reach, views, and clicks. This analysis revealed the benefits of social media ads to the awareness campaign and provided the opportunity to compare the online engagement outcomes of different posts. The results revealed that the ads increased the number and geographic diversity of the campaign audience substantially. During the advertising campaign, more than 75% of all website traffic was based on social media ads. The performances of the ads were in accordance with their advertising objectives. The difference between online engagement results of two ads directed to the same target audience with the same objective pointed out the importance of expert testimony in terms of source credibility in health communication. The video in which a health specialist communicates the messages achieved higher views and click performance compared to the video that conveys similar messages with animation format. The study presented implications and suggestions about the use of social media advertisements in health communication through a campaign case of a non-profit organization.
{"title":"SAĞLIK İLETİŞİMİ KAMPANYALARINDA SOSYAL MEDYA REKLAMLARI KULLANIMI: İNME FARKINDALIĞI KONULU BİR ÖRNEK OLAY","authors":"Serdar Yıldız","doi":"10.47107/INIFEDERGI.888544","DOIUrl":"https://doi.org/10.47107/INIFEDERGI.888544","url":null,"abstract":"AWARENESS Abstract Social media is frequently used in social campaigns similar to marketing communication efforts of brands. Although there are many studies on the use of social media in health communication, studies focusing on advertising practices in this context are quite limited. This study investigated the stroke awareness campaign carried out by the Turkish Cerebrovascular Diseases Society as of October 2020 as a case study. First of all, the communication strategy, message content, and executions of the campaign were reviewed in general. This review showed that the campaign communicated the essential information expected from stroke awareness campaigns in the integration of traditional and digital media. Then, the performance of the social media ads was analyzed in terms of metrics such as impressions, reach, views, and clicks. This analysis revealed the benefits of social media ads to the awareness campaign and provided the opportunity to compare the online engagement outcomes of different posts. The results revealed that the ads increased the number and geographic diversity of the campaign audience substantially. During the advertising campaign, more than 75% of all website traffic was based on social media ads. The performances of the ads were in accordance with their advertising objectives. The difference between online engagement results of two ads directed to the same target audience with the same objective pointed out the importance of expert testimony in terms of source credibility in health communication. The video in which a health specialist communicates the messages achieved higher views and click performance compared to the video that conveys similar messages with animation format. The study presented implications and suggestions about the use of social media advertisements in health communication through a campaign case of a non-profit organization.","PeriodicalId":221398,"journal":{"name":"İNİF E - Dergi","volume":"10 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2021-04-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128642032","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2021-04-13DOI: 10.47107/INIFEDERGI.886813
Bahar Öztürk
Radio and television, which are among the most effective and widely used mass media tools, have developed and continued their existence since their first release. Although the function of radio among mass media is more effective than television, it has been more limited due to the fact that it is only voice. However, radio has never lost its importance, and television has surpassed sound and radio. This situation has caused the television to be used in many areas. According to McLuhan, mass media have functions such as informing, entertaining, educating, informing, motivating, promoting goods and services, and persuading. Among these functions, television, which is mostly used as a communication and entertainment tool, started to be used for education. The function of using television as an educational tool within the scope of the study has more clearly İnönü Üniversitesi İletişim Fakültesi Radyo Televizyon Sinema Bölümü, E-mail: bahar.ozturk@inonu.edu.tr, ORCID ID: 0000-0002-9470-9664 İnönü Üniversitesi, Sosyal Bilimler Enstitüsü, Yüksek Lisans Öğrencisi, E-mail: abuzercetinkaya@hotmail.com.tr, ORCID ID: 00000003-2589-1754 *** Yazar / yazarlar, makalede araştırma ve yayın etiğine uyulduğuna ve kullanılan fikir ve sanat eserleri için telif hakları düzenlemelerine riayet edildiğine yönelik beyanda bulunmuştur. İNİF E-DERGİ Mayıs 2021, 6(1), 140-162. / 141 / demonstrated the importance of television in the field of education after the COVID-19 pandemic that started on December 31, 2019. The COVID-19 epidemic, which has affected the whole world, has caused people to avoid social contact and as a result, as in many other areas, there are problems in the field of education. The results appear in the March 12, 2020 Turkey of the pandemic paused made arrangements with years of education and training in Turkey EBA decided to maintain through the Internet, and TV TRT EBA. Within the scope of the study, it was aimed to determine the changes in television viewing rates after continuing education with the distance education system via TRT EBA TV after the coronavirus pandemic. In this context, the viewing rates of Full Day (Total Day) and OPT (07: 00-20: 00) (Off Prime Time) in the monthly TIAK (Television Monitoring Research Inc.) data table for 2020 were examined. Content analysis method, which is considered to be the most effective method in analyzing data analysis, was used in the study.
广播和电视是最有效和最广泛使用的大众传播媒介工具，自首次发行以来一直在发展和继续存在。虽然广播在大众传播媒介中的作用比电视更有效，但由于它只是一种声音，因此它的局限性更大。然而，广播从未失去它的重要性，电视已经超过了声音和广播。这种情况导致电视在许多地区得到使用。根据麦克卢汉的观点，大众传媒具有信息、娱乐、教育、信息、激励、推销商品和服务以及说服等功能。在这些功能中，主要作为交流和娱乐工具的电视开始被用于教育。在研究范围内使用电视作为教育工具的功能更明确地有: İnönü Üniversitesi İletişim fak ltesi Radyo Televizyon电影院Bölümü， E-mail: bahar.ozturk@inonu.edu.tr, ORCID ID: 0000-0002-9470-9664 : İnönü Üniversitesi, Sosyal Bilimler Enstitüsü， y ksek Lisans Öğrencisi, E-mail: abuzercetinkaya@hotmail.com.tr, ORCID ID:00000003-2589-1754 *** Yazar / yazarlar, makalede araştırma ve yayın etiğine uyulduğuna ve kullanılan fikir ve sanat eserleri iin telif haklaryi d zenlemelerine riayet edildiğine yönelik beyanda bulunmu tur。İNİF E-DERGİ Mayıs 2021, 6(1)， 140-162。/ 141 /在2019年12月31日新冠肺炎疫情爆发后，展示了电视在教育领域的重要性。影响全球的新冠肺炎疫情导致人们避免社交，因此，与许多其他领域一样，教育领域也出现了问题。结果显示，2020年3月12日土耳其暂停了疫情大流行的安排，土耳其EBA决定通过互联网和电视TRT维持多年的教育和培训。在研究范围内，旨在确定冠状病毒大流行后通过TRT EBA TV进行远程教育系统继续教育后电视收视率的变化。在此背景下，对2020年月度TIAK(电视监测研究公司)数据表中的全天(全天)和OPT(07:00 - 20:00)(非黄金时段)的收视率进行了检查。内容分析法被认为是数据分析中最有效的分析方法。
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Pub Date : 2021-04-13DOI: 10.47107/INIFEDERGI.886334
Hüsamettin Akar, Fatma Akar
Iletisim teknolojilerindeki gelismelerin bir sonucu olarak ortaya cikan sosyal medya, insanlar arasinda zaman ve mekan sinirlarini ortadan kaldirdigi gibi toplumsal degerlerde de onemli degisikliklere neden olmustur. Bu degerlerden biri de mahremiyettir. Sosyal medya ile birlikte bireylerin mahremiyet algisi da degismistir. Bireyler sosyal medyada yaptiklari paylasimlar ile ozel hayatlarini ifsa etmekte ve bu ifsa ile birlikte mahremiyet algisi daha az onemli hale gelmektedir. Bu calisma sosyal medyayi yogun bir sekilde kullanan genclerin mahremiyet algilarini olcmek amaciyla gerceklestirilmistir. Calismanin orneklemini Bolu Abant Izzet Baysal Universitesi Iletisim Fakultesinde ogrenim goren 269 ogrenci olusturmustur. Calismada elde edilen veriler nicel arastirma yontemlerinden biri olan anket teknigi ile toplanmistir. Arastirmadan elde edilen verilere gore ogrencilerin buyuk bir kismi, her gun duzenli olarak sosyal medyada belirli bir sure gecirmektedir. Gencler, sosyal medyayi en cok arkadaslari ve taninmis kisilerle iletisim kurmak icin kullanmaktadir. Arastirma sonucunda elde edilen bir diger bulgu da genclerin buyuk cogunlugunun sosyal medyada paylasimda bulunurken mahremiyet kaygisi yasadiklaridir. Ote yandan genclerin sosyal medyada asla paylasmam dedikleri iceriklere bakildiginda ilk sirada telefon numarasinin geldigi onu gelir durumu ve ozel hayatin takip ettigi tespit edilmistir. Katilimcilara sunulan seceneklerde yer alan yasadigim yer, iliski durumu gibi maddeler ise bunlardan daha sonra gelmektedir. Bu durum gunumuzde genclerin mahremiyeti telefon numarasi, gelir durumu ve ozel hayat olarak algiladiklari, bircok kisi tarafindan daha mahrem olarak gorulen, iliski durumu ve yasam alanlari ile ilgili bilgileri ise daha az mahrem olarak nitelendirdikleri anlamina gelmektedir. Yine katilimcilarin cinsiyetleri ile mahremiyet algilarinin, sosyal medya kullanim sikliklarinin ve sosyal medya kullanim amaclarinin anlamli bir sekilde farklilastigi tespit edilmistir. Arastirmanin sonucunda gunumuz genclerinin mahremiyet algisinin sosyal medya kullanimina paralel olarak belirli bir duzeyde degisime ugradigi soylenebilir.
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