HEALTH COMMUNICATION ON SOCIAL MEDIA: AN ANALYSIS ON THE TWITTER USE OF THE MINISTRY OF HEALTH IN TERMS OF PUBLIC RELATIONS MODELS

Abstract

Considering public institutions in Turkey, it is seen that "Ministry of Health" uses communication activities effectively and organizedly via Twitter. In addition to its announcements, the Ministry of Health also creates contents about health communication in their messages. In this context, within the scope of this study, the tweets published by the Ministry of Health from the official twitter account between September 1 and October 1 in 2019 are analyzed in historical order. Qualitative data-based quantitative coding is made on tweets published by the official account of the Ministry of Health. The aim of the study is to examine how the Ministry of Health uses social media as a public institution in the terms of public relations models and to determine their communication perspective with the principles that they reflect. Within the scope of the study, how the Ministry of Health uses the twitter account in terms of public relations models, how it benefits from twitter account from the perspective of health communication, and which information it provides people with the contents including health communication are sought to be answered. As a result of the analyzes conducted in the focus of health communication based on public relations models of Grunig and Hunt, it was found that the Ministry of Health generally shared its messages unilaterally, did not interact with its followers other than a tweet, and mostly used the public information model.

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