بررسی بسترهای شکل‌دهنده رفتارهای ارتباطی سلامت‌محور با رویکرد کیفی
محورهای موضوعی : جامعه شناسی
علی اصغر شادجو
1
,
محمد عباس زاده
2
,
مهران صمدی
3
,
صمد عابدینی
4
1 - دانشجوی دکتری علوم ارتباطات اجتماعی، واحد تبریز، دانشگاه آزاد اسلامی، ایران
2 - استاد علوم اجتماعی، دانشگاه تبریز، تبریز، ایران
3 - استادیار، گروه جامعه شناسی و ارتباطات ، واحد تبریز، دانشگاه آزاد اسلامی ، تبریز، ایران
4 - استادیار، گروه جامعه شناسی ، واحد خلخال، دانشگاه آزاد اسلامی، خلخال، ایران
کلید واژه: ارتباطات اجتماعی, ارتباطات انسانی, نظریه داده‌بنیاد, رفتارهای خوب سلامت‌محور, سیاست‌گذاری سلامت, رسانه‌های جمعی,
چکیده مقاله :
هدف: رفتارهای سالمت محورازپیچیده ترین انواع روابط اجتماعی است که موجب افزایش کیفیت زندگی در میان انسانها میشود، پژوهش حاضرجهت بررسی زمینه های پدیدآورنده رفتارهایی با محوریت توجه به سالمت فردی واجتماعی به منظورارتقا سطح سلامت جامعه با توانمندسازی افراد ازطریق ارتباطات توسط رسانه ها می باشد روش: این تحقیق بوسیله نظریه داده بنیاد و بر اساس کد‌گذاری باز و محوری با مقوله‌های ارتباطی و مفاهیم رفتاری و اجتماعی از طریق مصاحبه عمقی هدفمند از 31 نفر بصورت انتخابی از شاغلین حوزه رسانه و کادر درمان که علاوه بر دسترسی و علاقمندی به همکاری، دارای فعالیت‌های ارتباطی و اجتماعی در کنار تخصص درمانی و رسانه‌ای بودند. این مصاحبه‌ها با سوالات باز و تکمیلی با در نظر گرفتن حداکثر تنوع جنسیتی، شغلی، سنی و درآمدی انجام شد. نتیجه‌گیری: با شناخت و قبول فرهنگ‌های سنتی، نگاه توسعه‌محور حاکمیت، پرهیز از بخشی‌نگری، استفاده از ابزارهای ارتباطی، فرهنگ‌سازی و توانمندسازی افراد جامعه با روش اطلاع‌رسانی و بهره‌برداری از پتانسیل‌های رسانه‌های نوین، در کنار استفاده از تجربه فعالین حوزه بهداشت، می‌توانیم اثرگذاری و حفظ بهداشت عمومی با کسب نتیجه موثر در کل جامعه را شاهد باشیم.
Objective: Health-oriented behaviors are among the most complex types of social relationships that increase the quality of life among humans. The present study aims to investigate the contexts that create behaviors centered on individual and social health in order to improve the health level of society by empowering individuals through communication through the media. Method: This research was conducted using grounded theory and based on open and axial coding with communication categories and behavioral and social concepts through targeted in-depth interviews with 31 selected individuals from the media and medical staff who, in addition to access and interest in cooperation, had communication and social activities alongside medical and media expertise. These interviews were conducted with open and supplementary questions, taking into account maximum diversity in gender, occupation, age, and income. Conclusion: By recognizing and accepting traditional cultures, adopting a development-oriented approach to governance, avoiding sectionalism, using communication tools, building culture, and empowering individuals in society through information dissemination and utilizing the potential of new media, along with utilizing the experience of health activists, we can witness the impact and preservation of public health by achieving effective results for the entire society.
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