The reception analysis of obesity public spots; a qualitative study

The rationality of modern medicine has led to a one-dimensional understanding of health. Medicine, as a center of power, reveals a uniform discourse in both the treatment of diseases and in defining a disease. In the first part of the study, Michel Foucault's concept of bio-power is an important concept for understanding modern medical practices. The individual cannot be the sole responsible for the health of the individual. Health policies, states and international organizations are the governing bodies responsible for health. There is consensus that all organs, which are components of modern medicine, describe healthy body perception as a single form. Bio-power refers to domination over the body by pointing to a uniform truth on individuals with modernism. Because health, beauty and weakness are based on body control is shaped in this direction. Social perception, which destroys mental and social well-being in the definition of health, makes obesity different from other diseases. Many diseases can lead to social isolation, but obesity has more social impacts, such as social isolation and stigmatization, since it is directly related to the external appearance of the person and aesthetic concern is one of the main causes of the complaint. The fact that obesity campaigns are able to reproduce this social isolation obstructs the aim of raising awareness against obesity and creating behavior changes in individuals. Production of educational materials without considering the sociological dimension; the opposite of the purpose makes it inevitable that a result is born. Obesity cannot be handled by ignoring its social dimension. It is not possible to prevent obesity without interfering with social perception and healthy body perception of modern medicine. So the study of obesity by referring to the increase in the world and in Turkey, the Ministry of Health Obesity Control Program how he perceived as powerfully by the target audience of the product, three public spotlight scope has been examined with the aim of shedding light on the public spotlight, which will be produced in the future. Although in-depth interviews with 30 participants from different age, gender, BMI and educational level groups and different code expansions were made according to the results of the focus group interviews, the elements in the public spots were evaluated as highly negative. Furthermore, according to the data in the interviews, although the issue of healthy nutrition is mentioned in public spots, the issue of access to healthy food is not included; although the importance of physical activity is mentioned in the same way, it is seen as a lack of not mentioning the possibilities. Therefore, the resulting general opinion; public spots alone cannot create a change of behavior. Key Words: Modern medicine, biopower, health, public spot, obesity, health communication.