SavedAdd your journal

Journals / Connectist: Istanbul University Journal of Communication Sciences / 2025 / Sayı: 69

Mapping Turkish health podcasts: ‘Strategic voice or storage?’

Türkiye’deki sağlık podcastlerini haritalamak: ‘Stratejik bir ses mi, yoksa sadece depo mu?’

Çiğdem Özkan Sev(ANKARA BILIM UNIVERSITY)0000-0002-5501-8115
Pages
118–131
Publication Date
2026-01-12
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This study also highlights the need for future qualitative research on producer strategies to holistically map the field and unpack the ‘podcast as content repository’ mindset.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study maps the landscape of Turkish-language health podcasts produced by professionals and institutions in Türkiye and evaluates their strategic communication capacity.
📊
Key Findings & Data:The sample of 100 podcasts identified via the keyword ‘sağlık’ [health] on Spotify and Apple Podcasts was analyzed by coding the most recent episode of each podcast against a five-item index: (1) presence of a call-to-action (CTA), (2) regularity of release cadence, (3) host expertise, (4) conversational tone, and (5) explicit audience specification.
💡
Conclusion & Impact:This study also highlights the need for future qualitative research on producer strategies to holistically map the field and unpack the ‘podcast as content repository’ mindset.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:Sağlık podcastleri · stratejik iletişim · Türkiye

Abstract

This study maps the landscape of Turkish-language health podcasts produced by professionals and institutions in Türkiye and evaluates their strategic communication capacity. The sample of 100 podcasts identified via the keyword ‘sağlık’ [health] on Spotify and Apple Podcasts was analyzed by coding the most recent episode of each podcast against a five-item index: (1) presence of a call-to-action (CTA), (2) regularity of release cadence, (3) host expertise, (4) conversational tone, and (5) explicit audience specification. Of the podcasts examined, 55% are individual productions and 45% are institutional. Thematic distribution is led by mental health (32%), followed by nutrition (19%) and general health (18%). A substantial share of institutional podcasts functions primarily as a content repository, suggesting that the editorial conventions of podcasting have yet to be fully internalized. The highest strategic scores are concentrated in mental health, which shows that foreground professional credentials, employ behavior-oriented call to actions, and delineate their target audiences. Turkish health podcasts display marked formal and thematic fragmentation and generally operate without a systematic publishing ethos. This study also highlights the need for future qualitative research on producer strategies to holistically map the field and unpack the ‘podcast as content repository’ mindset.

Özet

Bu çalışma, Türkiye’de sağlık profesyonelleri ve çeşitli kurumlar tarafından üretilen Türkçe sağlık podcastlerinin genel görünümünü haritalandırmakta ve bu yapımların stratejik iletişim kapasitesini değerlendirmektedir. Spotify ve Apple Podcast platformlarında ‘sağlık’ anahtar sözcüğü ile tespit edilen 100 podcastten oluşan örneklem, her podcast programının en güncel bölümü temel alınarak beş göstergeli bir ölçek doğrultusunda analiz edilmiştir. Söz konusu analiz kriterleri; (1) eylem çağrısının varlığı, (2) yayın periyodunun düzenliliği, (3) sunucu uzmanlığı, (4) sohbet havasındaki anlatım tonu ve (5) hedef kitlenin açıkça belirtilmesi şeklinde sıralanmaktadır. İncelenen yapımların %55’inin bireysel, %45’inin ise kurumsal olduğu görülürken; tematik dağılımda %32 ile ruh sağlığı başı çekmekte, bunu %19 ile beslenme ve %18 ile genel sağlık takip etmektedir. Kurumsal podcastlerin önemli bir bölümünün yalnızca içerik deposu işlevi görmesi, podcast formatının editoryal gerekliliklerinin henüz içselleştirilemediğini göstermektedir. Stratejik iletişim kapasitesi açısından en yüksek puanların, uzman kimliği vurgulayan, davranış yönelimli harekete geçirme çağrısı içeren ve hedef kitlesini net bir şekilde tanımlayan ruh sağlığı podcastlerinde olduğu tespit edilmiştir. Sonuç olarak, Türk sağlık podcast ekosisteminin biçim ve içerik açısında dağınık ve sistematik bir yayın anlayışından uzak olduğu görülmektedir. Çalışma, alanı bütüncül bir şekilde haritalandırmak ve ‘içerik deposu olarak podcast’ anlayışını çözümlemek adına, üretici stratejilerine odaklanan gelecek nitel araştırmalara olan ihtiyaca işaret etmektedir.

🔖

Cite This Article

Sev, Ç. Ö. (2026). Mapping Turkish health podcasts: ‘Strategic voice or storage?’. Connectist: Istanbul University Journal of Communication Sciences, Sayı: 69, 118–131. https://doi.org/10.26650/CONNECTIST2025-1743095

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (53)

  1. Amador, F. L. D., Alves, G. C. G., dos Santos, V. R., & Moreira, R. S. L. (2024). Use of podcasts for health education: A scoping review. Revista Brasileira de Enfermagem, 77(1), e20230096. https:\doi.org/10.1590/0034-7167-2023-0096 google scholar
  2. Anderson, M. C. (2009). The medium is the messenger: Using podcasting to deliver consumer health information. Journal of Consumer Health on the Internet, 13(2), 119–128.https:\doi.org/10.1080/15398280902896428 google scholar
  3. Aydemir, İ. M., & Kodak, D. (2023). Dijital bir içerik olarak podcasting: Ulusal radyoların podcast yayıncılığı üzerine bir inceleme. Intermedia International E-journal, 10(18), 112–135. https://doi.org/10.56133/intermedia.1259038 google scholar
  4. Barton, M. J., Okada, M., & Todorovic, M. (2025). Podcasts in health education: Insights from a scoping review and survey. Anatomical Sciences Education. https://doi.org/10.1002/ase.70037 google scholar
  5. Başaran, S. (2010). Effects of podcasts on language learning beliefs and self-efficacy perceptions of first-year Turkish university [Doctoral dissertation, Çukurova University]. https://tez.yok.gov.tr google scholar
  6. Billman, E., Steele, N., Servino, K., Bumgardner, D., Walker, K., Smith, S. M., & Schapira, L. (2024). Developing “The health after cancer podcast” to amplify cancer survivors’ voices through digital storytelling. Patient Education and Counseling, 123, 108194. https://doi.org/10.1016/j.pec.2024.108194 google scholar
  7. Bonini, T. (2022). Podcasting as a hybrid cultural form between old and new media. In M. Lindgren & J. Loviglio (Eds.), The Routledge companion to radio and podcast studies (1st edition, pp. 19–29). Routledge. google scholar
  8. Boreskie, P. E., Chan, T. M., Novak, C., Johnson, A., Wolpaw, J., Ong, A., Priddis, K., … & Siegler, J. E. (2022). Medical education blog and podcast utilization during the COVID-19 pandemic. Cureus, 14(3), e23361. https://doi.org/10.7759/cureus.23361 google scholar
  9. Cadogan, M., Thoma, B., Chan, T. M., & Lin, M. (2014). Free Open Access Meducation (FOAM): The rise of emergency medicine and critical care blogs and podcasts (2002–2013). Emergency Medicine Journal, 31(e1), e76–e77. https://doi.org/10.1136/emermed-2013-203502 google scholar
  10. Caoilte, N.O., Lambert, S., Murphy, R., & Murphy, G. (2023). Podcasts as tool for enhancing mental health literacy: An investigation of mental health-related podcasts. Mental Health & Prevention, 30, 200285. https://doi.org/10.1016/j.mhp.2023.200285 google scholar
  11. Carrotte, E. R., Blanchard, M., Groot, C., Hopgood, F., & Phillips, L. (2023). Podcasts, mental health, and stigma: Exploring motivations, behaviors, and attitudes among listeners. Communication Studies, 74(3), 200–216. https://doi.org/10.1080/10510974.2023.2196433 google scholar
  12. Casares, D.R., Jr, & Binkley, E. E. (2021). Podcasts as an evolution of bibliotherapy. Journal of Mental Health Counselling, 43(1), 19-39. google scholar
  13. Copley, J. (2007). Audio and video podcasts of lectures for campus‐based students: Production and evaluation of student use. Innovations in Education and Teaching International, 44(4), 387–399. https://doi.org/10.1080/14703290701602805 google scholar
  14. Coronacast. (2020). [Video recording]. ABC News. http://www.youtube.com/playlist?list=PLn2RjxYNpcaw1cfbFWn4O4Abvu8ehfTNJ google scholar
  15. Donohew, L., Lorch, E. P., & Palmgreen, P. (1998). Applications of a theoretic model of information exposure to health interventions. Human Communication Research, 24(3), 454–472. https://doi.org/10.1111/j.1468-2958.1998.tb00425.x google scholar
  16. Evans, C. (2008). The effectiveness of m-learning in the form of podcast revision lectures in higher education. Computers & Education, 50(2), 491–498. https://doi.org/10.1016/j.compedu.2007.09.016 google scholar
  17. Fernandes, C. A. da S., Vieira, L. X. S. da S., Silva, F. T. M., Kubrusly, M., & Augusto, K. L. (2023). Podcasts as an integral part of free open access medical education. Revista Brasileira de Educação Médica, 47, e008. https://doi.org/10.1590/1981-5271v47.1-20220119.ING google scholar
  18. Frølund, J., Løkke, A., Jensen, H., & Farver-Vestergaard, I. (2024). Development of podcasts in a hospital setting: A user-centered approach. Journal of Health Communication, 29(4), 244–255. https://doi.org/10.1080/10810730.2024.2321385 google scholar
  19. Hammersley, B. (2004, February 12). Audible revolution. The Guardian. https://www.theguardian.com/media/2004/feb/12/broadcasting.digitalmedia google scholar
  20. Kaynar, A. (2021). Podcast dinleme alışkanlıkları üzerine bir inceleme. Yeni Medya, 2021(10), 43–62. google scholar
  21. Kiernan, M. A., Mitchell, B. G., & Russo, P. L. (2023). The power of podcasts: Exploring the endless possibilities of audio education and information in medicine, healthcare epidemiology, and antimicrobial stewardship. Antimicrobial Stewardship & Healthcare Epidemiology: ASHE, 3(1), e98. https://doi.org/10.1017/ash.2023.178 google scholar
  22. Kreps, G. J. (2003). The impact of communication on cancer risk, incidence, morbidity, mortality, and quality of life. Health Communication, 15(2), 161–169. https://doi.org/10.1207/S15327027HC1502_4 google scholar
  23. Kreps, G. J., & Sivaram, R. (2008). Strategic health communication across the continuum of breast cancer care in limited-resource countries. Cancer, 113(8 Suppl), 2331–2337. https://doi.org/10.1002/cncr.23832 google scholar
  24. Kobaza, O. S. (2025). Sağlıkla ilgili sesli içerik üretimi: Hastane podcastleri üzerine bir inceleme. Kastamonu İletişim Araştırmaları Dergisi 14, 136-159. https://doi.org/10.56676/kiad.1437501 google scholar
  25. Kusuma, R. A. P., & Mulyasari, F. (2022). Strategic health risk communication of HIV/AIDS on Twitter account @hayVeeID. Journal Communication Spectrum, 12(2). https://doi.org/10.36782/jcs.v12i2.2278 google scholar
  26. Lien, K., Chin, A., Helman, A., & Chan, T. M. (2018). A randomized comparative trial of the knowledge retention and usage conditions in undergraduate medical students using podcasts and blog posts. Cureus, 10(1), e2065. https://doi.org/10.7759/cureus.2065 google scholar
  27. Linares, B. M., & Ramirez, M. (2023). JUNTOS Radio: A podcast created in collaboration with Spanish-speaking healthcare providers, Juntos Center for Advancing Latino Health, and a medical librarian. Journal of the Medical Library Association: JMLA, 111(4), 831–832. https://doi.org/10.5195/jmla.2023.1653 google scholar
  28. Lindgren, M. (2021). Intimacy and emotions in podcast journalism: A study of award-winning Australian and British podcasts. Journalism Practice. https://doi.org/10.1080/17512786.2021.1943497 google scholar
  29. Madsen, V. (2009). Voices-cast: A report on the new audiosphere of podcasting with specific insights for public broadcasting [Paper presentation]. Australian and New Zealand Communications Association Conference, Australia. google scholar
  30. McKinney, D., Dyck, J. L., & Luber, E. S. (2009). iTunes university and the classroom: Can podcasts replace professors? Computers & Education, 52(3), 617–623. https://doi.org/10.1016/j.compedu.2008.11.004 google scholar
  31. Nee, R., & Santana, A. (2021). Podcasting the pandemic: Exploring storytelling formats and shifting journalistic norms in news podcasts related to the coronavirus. Journalism Practice, 16(1), 1–19. https://doi.org/10.1080/17512786.2021.1882874 google scholar
  32. Newman, N., Fletcher, R., Robertson, C. T., Eddy, K., & Kleis Nielsen, R. (2024). Reuters Institute Digital News Report 2024. Reuters Institute for the Study of Journalism. https://reutersinstitute.politics.ox.ac.uk/digital-news-report/2024 google scholar
  33. O’Sullivan, G. A., Yonkler, J. A., Morgan, W., & Merritt, A. P. (2003). A Field Guide to Designing a Health Communication Strategy. Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs. google scholar
  34. Özkan Sev, Ç., & Vural, A. M. (2024). Podcastin parasosyal etkileşim doğurma imkânı. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, 44, Article 44. https://doi.org/10.31123/akil.1426724 google scholar
  35. Pedersen, E. A., Loft, L. H., Jacobsen, S. U., Søborg, B., & Bigaard, J. (2020). Strategic health communication on social media: Insights from a Danish social media campaign to address HPV vaccination hesitancy. Vaccine, 38(31), 4909–4915. https://doi.org/10.1016/j.vaccine.2020.05.061 google scholar
  36. Perks, L. G., & Turner, J. S. (2019). Podcasts and productivity: A qualitative uses and gratifications study. Mass Communication and Society, 22(1), 96–116. https://doi.org/10.1080/15205436.2018.1490434 google scholar
  37. Podcast Statistics. (n.d.). Podcast Statistics 2025. Retrieved July 13, 2025, from https://podcaststatistics.com/ google scholar
  38. Prakash, S. S., Muthuraman, N., & Anand, R. (2017). Short-duration podcasts as a supplementary learning tool: Perceptions of medical students and impact on assessment performance. BMC Medical Education, 17, 167. https://doi.org/10.1186/s12909-017-1001-5 google scholar
  39. Robins, B., Delaney, T., Maher, C., & Singh, B. (2024). Podcasts as a tool for promoting health-related behaviours: A scoping review. Digital Health, 10, 20552076241288630. https://doi.org/10.1177/20552076241288630 google scholar
  40. Roland, D., Thoma, B., Tagg, A., Woods, J., Chan, T. M., & Riddell, J. (2021). What are the real-world podcast-listening habits of medical professionals? Cureus, 13(7), e16240. https://doi.org/10.7759/cureus.16240 google scholar
  41. Rosenstock, I. M. (1974). Historical origins of the health belief model. Health Education Monographs, 2(4), 328–335. https://doi.org/10.1177/109019817400200403 google scholar
  42. Samuel-Azran, T., Laor, T., & Tal, D. (2019). Who listens to podcasts, and why? The Israeli case. Online Information Review, 43(4), 482–495. https://doi.org/10.1108/OIR-04-2017-0119 google scholar
  43. Savel, R. H., Goldstein, E. B., Perencevich, E. N., & Angood, P. B. (2007). The iCritical Care Podcast: A novel medium for critical care communication and education. Journal of the American Medical Informatics Association: JAMIA, 14(1), 94–99. https://doi.org/10.1197/jamia.M2205 google scholar
  44. Schlütz, D., & Hedder, I. (2022). Aural parasocial relations: Host–listener relationships in podcasts. Journal of Radio & Audio Media, 29(2), 457–474. https://doi.org/10.1080/19376529.2020.1870467 google scholar
  45. Shaw, P. A., Sumner, A. L., Halton, C. C., Bailey, S. C., Wolf, M. S., Andrews, E. N., & Cartwright, T. (2022). “You’re more engaged when you’re listening to somebody tell their story”: A qualitative exploration into the mechanisms of the podcast ‘menopause: unmuted’ for communicating health information. Patient Education and Counseling, 105(12), 3494–3500. https://doi.org/10.1016/j.pec.2022.09.003 google scholar
  46. Shearer, E., Liedke, J., Matsa, K. E., Lipka, M., & Jurkowitz, M. (2023). How Americans use and engage with podcasts. Pew Research Center. https://www.pewresearch.org/journalism/2023/04/18/how-americans-use-and-engage-with-podcasts/ google scholar
  47. Smith Rogers, L., & Sharfstein, J. (2023). Podcasting as a tool for crisis communications: The story of public health on call. Health Security, 21(3), 233–238. https://doi.org/10.1089/hs.2023.0049 google scholar
  48. Trier-Bieniek, A. (2023). Podcasting as feminist pedagogy: An intersectional approach. Radio Journal: International Studies in Broadcast & Audio Media, 22, 115–130. https://doi.org/10.1386/rjao_00076_1 google scholar
  49. Özkan Sev, Ç. (2024). Türkiye’deki iletişim çalışmaları alan yazınında podcast: Bir kapsam analizi. Intermedia International E-journal, 11(21), 289-312. https://doi.org/10.56133/intermedia.1498430 google scholar
  50. Vimala, G., & Kamalakannan, K. (2021). An overview on strategic communication to handle pandemic: Health communication crisis COVID-19 [Paper presentation]. International Conference on Emerging Media & Communication (ICEMC 2021). https://ir.unimas.my/id/eprint/36803/ google scholar
  51. Von Samson-Himmelstjerna, C. (2023). Content analysis in the research field of strategic health communication. In F. Oehmer-Pedrazzi, S. H. Kessler, E. Humprecht, K. Sommer, & L. Castro (Eds.), Standardisierte Inhaltsanalyse in der Kommunikationswissenschaft – Standardized Content Analysis in Communication Research: Ein Handbuch—A Handbook (pp. 399–410). Springer Fachmedien. https://doi.org/10.1007/978-3-658-36179-2_34 google scholar
  52. WHO. (2017). WHO Strategic Communications Framework for Effective Communications (p. 56). World Health Organization. https://www.susana.org/knowledge-hub/resources?id=4559 google scholar
  53. Zou, Y., Sharpe, A., & Demant, D. (2025). The effectiveness of podcasts in promoting health among young people: A scoping review. Health Promotion International 40(4): daaf102. doi: 10.1093/heapro/daaf102. PMID: 40607512; PMCID: PMC12223501. google scholar