Araştırma Makalesi
AIDS’e Yönelik Kampanyalarda Kullanılan Reklamların William Labov’un Anlatı Çözümlemesi Işığında İncelenmesi
Öz
AIDS’in insanlar arasında yayılmasını önlemek için pek çok ülkede çeşitli kampanyalar düzenlenmekte, bu kampanyaların dışında da AIDS tehdidine vurgu yapan çeşitli reklamlar hazırlanmaktadır. Ülkeler, hazırladıkları bu reklamlarda AIDS tehdidine karşı insanları bilinçlendirmek ve önlem almaya teşvik etmek amacıyla çeşitli anlatılardan yararlanmaktadır. Çalışmada farklı ülkelerin AIDS’e karşı korunmayı konu alan reklamlarında ne tür anlatılar kullandığının ve bu anlatılar üzerinden de ne tür mesajların verilmeye çalışıldığının tespit edilmesi amaçlanmıştır. Bu amaçla çalışmada ABD, Almanya, Fransa, Hindistan, Hollanda, Kanada, Portekiz, İtalya ve Rusya’dan AIDS’e karşı korunmayı konu alan 9 farklı reklam, William Labov’un Anlatı Çözümlemesi üzerinden analiz edilmiştir. Gerçekleştirilen analizler üzerinden reklamların bir kısmında AIDS’in olumsuz etkisini ön plana çıkaran korku odaklı anlatılara yer verildiği, diğer bir kısmında ise AIDS’e karşı kondom kullanımının önemine vurgu yapıldığı bulgusuna ulaşılmıştır. Diğer yandan çalışmada AIDS’e karşı korunmayı konu alan reklamlardaki anlatılarda ülkeler arasında farklı metafor ve metalepsislerden yararlanılarak AIDS’e karşı korunmanın önemine vurgu yapılmaya çalışıldığı sonucuna varılmıştır.
Anahtar Kelimeler
Kaynakça
- Adeevee. (2003). Birinci Reklam. https://www.adeevee.com/2003/12/cpavih-aids-awareness-cemetery-print/
- Adeevee. (2004a). Dördüncü Reklam. https://www.adeevee.com/2004/09/md-aids-administration-aids-awareness-stork-print
- Adeevee. (2004b). İkinci Reklam. https://www.adeevee.com/2004/03/muenchner-aids-hilfe-organisation-for-aids-prevention-and-aid-hiv-milan-hiv-ny-print/
- Adeevee. (2004c). Üçüncü Reklam. https://www.adeevee.com/2004/07/aides-aids-awareness-superman-wonderwoman-print/
- Adeevee. (2005). Beşinci Reklam. https://www.adeevee.com/2005/05/yrg-care-aids-print/
- Adeevee. (2006). Altıncı Reklam. https://www.adeevee.com/2006/04/stop-aids-now-aids-awareness-apple-print/
- Adeevee. (2010). Yedinci Reklam. https://www.adeevee.com/2010/01/stop-aids-isnt-that-thing-yours-print/
- Adeevee. (2013). Sekizinci Reklam. https://www.adeevee.com/2013/11/asa-onlus-aids-world-day-cat-octopus-bear-print/
- Adeevee. (2014). Dokuzuncu Reklam. https://www.adeevee.com/2014/02/portuguese-league-against-aids-vaccine-print/
- Adeevee. (2023). AIDS’e Karşı Reklamlar. https://www.adeevee.com/ads/index/
- Baytimur, T. (2022). William Labov’un anlatı çözümlemesi üzerinden Rus mizah dergisi Krokodil’de Kurtuluş Savaşı’nın sunumu. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 10(2), 1097-1129. https://doi.org/10.19145/e-gifder.1105622
- Bessinger, R., Katende, C., & Gupta, N. (2004). Multi-media campaign exposure effects on knowledge and use of condoms for STI and HIV/AIDS prevention in Uganda. Evaluation and Program Planning, 27(4), 397-407. https://doi.org/10.1016/j.evalprogplan.2004.07.003
- Bhuiya, A., Hanifi, S. M. A., Moazzem Hossain, M. B. B. S., & Ayesha Aziz, M. B. B. S. (1999). Effects of an AIDS awareness campaign on knowledge about AIDS in a remote rural area of Bangladesh. International Quarterly of community health education, 19(1), 51-63.
- Boghardt, T. (2009). Soviet Bloc intelligence and its AIDS disinformation campaign. Studies in Intelligence, 53(4), 1-24.
- Chib, A., Wilkin, H., Ling, L. X., Hoefman, B., & Van Biejma, H. (2012). You Have an Important Message! Evaluating the Effectiveness of a Text Message HIV/AIDS Campaign in Northwest Uganda. Journal of Health Communication, 17(sup1), 146-157. https://doi.org/10.1080/10810730.2011.649104
- Davis, K. C., Uhrig, J., Rupert, D., Fraze, J., Goetz, J., & Slater, M. (2011). Effectiveness of a Mass Media Campaign in Promoting HIV Testing Information Seeking Among African American Women. Journal of Health Communication, 16(9), 1024-1039. https://doi.org/10.1080/10810730.2011.571342
- de Walque, D. (2007). How does the impact of an HIV/AIDS information campaign vary with educational attainment? Evidence from rural Uganda. Journal of Development Economics, 84(2), 686-714. https://doi.org/10.1016/j.jdeveco.2006.12.003
- Farr, A. C., Witte, K., Jarato, K., & Menard, T. (2005). The Effectiveness of Media Use in Health Education: Evaluation of an HIV/AIDS Radio Campaign in Ethiopia. Journal of Health Communication, 10(3), 225-235. https://doi.org/10.1080/10810730590934244
- Johnny, L., & Mitchell, C. (2006). “Live and Let Live”: An Analysis of HIV/AIDS-Related Stigma and Discrimination in International Campaign Posters. Journal of Health Communication, 11(8), 755-767. https://doi.org/10.1080/10810730600934708
- Kadiri, K. K., Ahmad, M. K., & Mustaffa, C. S. (2014). HIV/AIDS and cultural practices in Nigeria: An implication for HIV/AIDS preventive communication campaign. New Media and Mass Communication , 27, 19-30.
- Kang’ethe, S. M. (2015). An Examination of HIV and AIDS Campaign in South Africa towards Eliminating Stigmatisation. Journal of Human Ecology, 49(3), 317-326. https://doi.org/10.1080/09709274.2015.11906851
- Karlyn, A. S. (2001). The Impact Of A Targeted Radio Campaign To Prevent STIs And HIV/AIDS In Mozambique. AIDS Education and Prevention, 13(5), 438-451. https://doi.org/10.1521/aeap.13.5.438.24144
- Keating, J., Meekers, D., & Adewuyi, A. (2006). Assessing effects of a media campaign on HIV/AIDS awareness and prevention in Nigeria: results from the VISION Project. BMC Public Health, 6(1), 123. https://doi.org/10.1186/1471-2458-6-123
- Kraft, P., & Rise, J. (1988). Public awareness and acceptance of an HIV/AIDS information campaign in Norway. Health Education Research, 3(1), 31-39. https://doi.org/10.1093/her/3.1.31
- Labov, W. (1972). Language in the Inner City: Studies in the Black English Vernacular. University of Pennsylvania Press.
- Labov, W. (2017). Some parallels, accidental and expected. Canadian Journal of Linguistics/Revue canadienne de linguistique, 62(4), 519-524. https://doi.org/10.1017/cnj.2017.27
- Labov, W. (2018). A materialist response. Language in Society, 47(3), 347-350. https://doi.org/10.1017/S004740451800026X
- Lombardo, A. P., & Léger, Y. A. (2007). Thinking About “Think Again” in Canada: Assessing a Social Marketing HIV/AIDS Prevention Campaign. Journal of Health Communication, 12(4), 377-397. https://doi.org/10.1080/10810730701328875
- Lyttleton, C. (1994). Messages of distinction: The HIV/AIDS media campaign in Thailand. Medical Anthropology, 16(1-4), 363-389. https://doi.org/10.1080/01459740.1994.9966122
- Marchand, J., & Filiatrault, P. (2002). AIDS prevention advertising: different message strategies for different communication objectives. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), 271-287. https://doi.org/10.1002/nvsm.185
- Myhre S. L., & Flora J. A. (2000). HIV/AIDS Communication Campaigns: Progress and Prospects. Journal of Health Communication, 5(sup1), 29-45. https://doi.org/10.1080/108107300126731
- Noar, S. M., Palmgreen, P., Chabot, M., Dobransky, N., & Zimmerman, R. S. (2009). A 10-Year Systematic Review of HIV/AIDS Mass Communication Campaigns: Have We Made Progress? Journal of Health Communication, 14(1), 15-42. https://doi.org/10.1080/10810730802592239
- Oboh, V. U., & Sani, R. M. (2009). The Role of Radio in the Campaign against the Spread of HIV/AIDS among Farmers in Makurdi Local Government Area of Benue State, Nigeria. Journal of Social Sciences, 19(3), 179-184. https://doi.org/10.1080/09718923.2009.11892707
- Perloff, R. M. (1991). Effects of an AIDS Communication Campaign. Journalism Quarterly, 68(4), 638-643. https://doi.org/10.1177/107769909106800404
- Qakisa, M. E. (2003). Theories, models and strategies in developing an effective HIV / AIDS campaign in South Africa. Communicare: Journal for Communication Sciences in Southern Africa, 22(2), 45-64.
- Ross, J. D., & Scott, G. R. (1993). The association between HIV media campaigns and number of patients coming forward for HIV antibody testing. Sexually Transmitted Infections, 69(3), 193-195. https://doi.org/10.1136/sti.69.3.193
- Sathya, G., & Barathi, S. (2022). An Application of Labov’s Narrative Structure in Jhumpa Lahiri’s “A Choice of Accommodations”. Journal of Positive School Psychology, 6(2), 1753-1758.
- Sherr, L. (1987). An evaluation of the UK government health education campaign on AIDS. Psychology & Health, 1(1), 61-72. https://doi.org/10.1080/08870448708400315
- Sood, S., & Nambiar, D. (2006). Comparative Cost-Effectiveness of the Components of a Behavior Change Communication Campaign on HIV/AIDS in North India. Journal of Health Communication, 11(sup2), 143-162. https://doi.org/10.1080/10810730600974837
- Sood, S., Shefner-Rogers, C. L., & Sengupta, M. (2006). The Impact of a Mass Media Campaign on HIV/AIDS Knowledge and Behavior Change in North India: Results from a Longitudinal Study. Asian Journal of Communication, 16(3), 231-250. https://doi.org/10.1080/01292980600857740
- Thomas, K. (2004). A better life for some: the loveLife campaign and HIV/AIDS in South Africa. Agenda, 18(62), 29-35.
- UNAIDS. (2022). Global HIV & AIDS statistics — Fact sheet. https://www.unaids.org/sites/default/files/media_asset/UNAIDS_FactSheet_en.pdf
- Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261-1271. https://doi.org/10.1016/S0140-6736(10)60809-4
An Analysis of Advertisements Used in AIDS Campaigns in the Light of William Labov's Narrative Analysis
Öz
Various campaigns are organized in order to prevent the spread of AIDS among people, and various advertisements emphasizing AIDS threat are prepared apart from these campaigns in many countries. In these advertisements, countries use various narratives to raise awareness of AIDS threat and to encourage people to take precautions. In the study, it was aimed to determine what kind of narratives different countries used in advertisements on protection against AIDS and what kind of messages were sought to be given through these narratives. For this purpose, 9 different advertisements about protection against AIDS from USA, Germany, France, India, Netherlands, Canada, Portugal, Italy and Russia were analyzed through William Labov's Narrative Analysis. Through the analyzes, it was found that some of the advertisements included fear-focused narratives highlighting the negative impact of AIDS, while the other part emphasized the importance of using condoms against AIDS. On the other hand, it was concluded that the importance of protection against AIDS was sought to be emphasized by using different metaphors and metalepsis between countries in the narratives in the advertisements about protection against AIDS.
Anahtar Kelimeler
Kaynakça
- Adeevee. (2003). Birinci Reklam. https://www.adeevee.com/2003/12/cpavih-aids-awareness-cemetery-print/
- Adeevee. (2004a). Dördüncü Reklam. https://www.adeevee.com/2004/09/md-aids-administration-aids-awareness-stork-print
- Adeevee. (2004b). İkinci Reklam. https://www.adeevee.com/2004/03/muenchner-aids-hilfe-organisation-for-aids-prevention-and-aid-hiv-milan-hiv-ny-print/
- Adeevee. (2004c). Üçüncü Reklam. https://www.adeevee.com/2004/07/aides-aids-awareness-superman-wonderwoman-print/
- Adeevee. (2005). Beşinci Reklam. https://www.adeevee.com/2005/05/yrg-care-aids-print/
- Adeevee. (2006). Altıncı Reklam. https://www.adeevee.com/2006/04/stop-aids-now-aids-awareness-apple-print/
- Adeevee. (2010). Yedinci Reklam. https://www.adeevee.com/2010/01/stop-aids-isnt-that-thing-yours-print/
- Adeevee. (2013). Sekizinci Reklam. https://www.adeevee.com/2013/11/asa-onlus-aids-world-day-cat-octopus-bear-print/
- Adeevee. (2014). Dokuzuncu Reklam. https://www.adeevee.com/2014/02/portuguese-league-against-aids-vaccine-print/
- Adeevee. (2023). AIDS’e Karşı Reklamlar. https://www.adeevee.com/ads/index/
- Baytimur, T. (2022). William Labov’un anlatı çözümlemesi üzerinden Rus mizah dergisi Krokodil’de Kurtuluş Savaşı’nın sunumu. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 10(2), 1097-1129. https://doi.org/10.19145/e-gifder.1105622
- Bessinger, R., Katende, C., & Gupta, N. (2004). Multi-media campaign exposure effects on knowledge and use of condoms for STI and HIV/AIDS prevention in Uganda. Evaluation and Program Planning, 27(4), 397-407. https://doi.org/10.1016/j.evalprogplan.2004.07.003
- Bhuiya, A., Hanifi, S. M. A., Moazzem Hossain, M. B. B. S., & Ayesha Aziz, M. B. B. S. (1999). Effects of an AIDS awareness campaign on knowledge about AIDS in a remote rural area of Bangladesh. International Quarterly of community health education, 19(1), 51-63.
- Boghardt, T. (2009). Soviet Bloc intelligence and its AIDS disinformation campaign. Studies in Intelligence, 53(4), 1-24.
- Chib, A., Wilkin, H., Ling, L. X., Hoefman, B., & Van Biejma, H. (2012). You Have an Important Message! Evaluating the Effectiveness of a Text Message HIV/AIDS Campaign in Northwest Uganda. Journal of Health Communication, 17(sup1), 146-157. https://doi.org/10.1080/10810730.2011.649104
- Davis, K. C., Uhrig, J., Rupert, D., Fraze, J., Goetz, J., & Slater, M. (2011). Effectiveness of a Mass Media Campaign in Promoting HIV Testing Information Seeking Among African American Women. Journal of Health Communication, 16(9), 1024-1039. https://doi.org/10.1080/10810730.2011.571342
- de Walque, D. (2007). How does the impact of an HIV/AIDS information campaign vary with educational attainment? Evidence from rural Uganda. Journal of Development Economics, 84(2), 686-714. https://doi.org/10.1016/j.jdeveco.2006.12.003
- Farr, A. C., Witte, K., Jarato, K., & Menard, T. (2005). The Effectiveness of Media Use in Health Education: Evaluation of an HIV/AIDS Radio Campaign in Ethiopia. Journal of Health Communication, 10(3), 225-235. https://doi.org/10.1080/10810730590934244
- Johnny, L., & Mitchell, C. (2006). “Live and Let Live”: An Analysis of HIV/AIDS-Related Stigma and Discrimination in International Campaign Posters. Journal of Health Communication, 11(8), 755-767. https://doi.org/10.1080/10810730600934708
- Kadiri, K. K., Ahmad, M. K., & Mustaffa, C. S. (2014). HIV/AIDS and cultural practices in Nigeria: An implication for HIV/AIDS preventive communication campaign. New Media and Mass Communication , 27, 19-30.
- Kang’ethe, S. M. (2015). An Examination of HIV and AIDS Campaign in South Africa towards Eliminating Stigmatisation. Journal of Human Ecology, 49(3), 317-326. https://doi.org/10.1080/09709274.2015.11906851
- Karlyn, A. S. (2001). The Impact Of A Targeted Radio Campaign To Prevent STIs And HIV/AIDS In Mozambique. AIDS Education and Prevention, 13(5), 438-451. https://doi.org/10.1521/aeap.13.5.438.24144
- Keating, J., Meekers, D., & Adewuyi, A. (2006). Assessing effects of a media campaign on HIV/AIDS awareness and prevention in Nigeria: results from the VISION Project. BMC Public Health, 6(1), 123. https://doi.org/10.1186/1471-2458-6-123
- Kraft, P., & Rise, J. (1988). Public awareness and acceptance of an HIV/AIDS information campaign in Norway. Health Education Research, 3(1), 31-39. https://doi.org/10.1093/her/3.1.31
- Labov, W. (1972). Language in the Inner City: Studies in the Black English Vernacular. University of Pennsylvania Press.
- Labov, W. (2017). Some parallels, accidental and expected. Canadian Journal of Linguistics/Revue canadienne de linguistique, 62(4), 519-524. https://doi.org/10.1017/cnj.2017.27
- Labov, W. (2018). A materialist response. Language in Society, 47(3), 347-350. https://doi.org/10.1017/S004740451800026X
- Lombardo, A. P., & Léger, Y. A. (2007). Thinking About “Think Again” in Canada: Assessing a Social Marketing HIV/AIDS Prevention Campaign. Journal of Health Communication, 12(4), 377-397. https://doi.org/10.1080/10810730701328875
- Lyttleton, C. (1994). Messages of distinction: The HIV/AIDS media campaign in Thailand. Medical Anthropology, 16(1-4), 363-389. https://doi.org/10.1080/01459740.1994.9966122
- Marchand, J., & Filiatrault, P. (2002). AIDS prevention advertising: different message strategies for different communication objectives. International Journal of Nonprofit and Voluntary Sector Marketing, 7(3), 271-287. https://doi.org/10.1002/nvsm.185
- Myhre S. L., & Flora J. A. (2000). HIV/AIDS Communication Campaigns: Progress and Prospects. Journal of Health Communication, 5(sup1), 29-45. https://doi.org/10.1080/108107300126731
- Noar, S. M., Palmgreen, P., Chabot, M., Dobransky, N., & Zimmerman, R. S. (2009). A 10-Year Systematic Review of HIV/AIDS Mass Communication Campaigns: Have We Made Progress? Journal of Health Communication, 14(1), 15-42. https://doi.org/10.1080/10810730802592239
- Oboh, V. U., & Sani, R. M. (2009). The Role of Radio in the Campaign against the Spread of HIV/AIDS among Farmers in Makurdi Local Government Area of Benue State, Nigeria. Journal of Social Sciences, 19(3), 179-184. https://doi.org/10.1080/09718923.2009.11892707
- Perloff, R. M. (1991). Effects of an AIDS Communication Campaign. Journalism Quarterly, 68(4), 638-643. https://doi.org/10.1177/107769909106800404
- Qakisa, M. E. (2003). Theories, models and strategies in developing an effective HIV / AIDS campaign in South Africa. Communicare: Journal for Communication Sciences in Southern Africa, 22(2), 45-64.
- Ross, J. D., & Scott, G. R. (1993). The association between HIV media campaigns and number of patients coming forward for HIV antibody testing. Sexually Transmitted Infections, 69(3), 193-195. https://doi.org/10.1136/sti.69.3.193
- Sathya, G., & Barathi, S. (2022). An Application of Labov’s Narrative Structure in Jhumpa Lahiri’s “A Choice of Accommodations”. Journal of Positive School Psychology, 6(2), 1753-1758.
- Sherr, L. (1987). An evaluation of the UK government health education campaign on AIDS. Psychology & Health, 1(1), 61-72. https://doi.org/10.1080/08870448708400315
- Sood, S., & Nambiar, D. (2006). Comparative Cost-Effectiveness of the Components of a Behavior Change Communication Campaign on HIV/AIDS in North India. Journal of Health Communication, 11(sup2), 143-162. https://doi.org/10.1080/10810730600974837
- Sood, S., Shefner-Rogers, C. L., & Sengupta, M. (2006). The Impact of a Mass Media Campaign on HIV/AIDS Knowledge and Behavior Change in North India: Results from a Longitudinal Study. Asian Journal of Communication, 16(3), 231-250. https://doi.org/10.1080/01292980600857740
- Thomas, K. (2004). A better life for some: the loveLife campaign and HIV/AIDS in South Africa. Agenda, 18(62), 29-35.
- UNAIDS. (2022). Global HIV & AIDS statistics — Fact sheet. https://www.unaids.org/sites/default/files/media_asset/UNAIDS_FactSheet_en.pdf
- Wakefield, M. A., Loken, B., & Hornik, R. C. (2010). Use of mass media campaigns to change health behaviour. The Lancet, 376(9748), 1261-1271. https://doi.org/10.1016/S0140-6736(10)60809-4
Toplam 43 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İletişim ve Medya Çalışmaları |
| Bölüm | Türkçe Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 30 Temmuz 2023 |
| Gönderilme Tarihi | 29 Mart 2023 |
| Yayımlandığı Sayı | Yıl 2023 Cilt: 10 Sayı: 2 |
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