Kristijan Sedak, Matea Maričić, Ana Filipan

DOI: https://www.doi.org/10.64332/ujbb.25.1.6

Abstract
Background: The increasing media presence of healthcare professionals significantly influences public health perception, trust in healthcare systems, and the spread of health information, necessitating a systematic approach to evaluate and optimize their communication strategies.

Aim: To develop and present an innovative methodological framework—the MECA (Media Exposure Content Analysis) matrix—for the systematic analysis of media appearances of healthcare professionals, integrating both qualitative and quantitative approaches to assess verbal, nonverbal, and paraverbal communication elements.

Methods: A total of 181 statements made by healthcare professionals—including physicians, nurses, medical technicians, pharmacists, and psychologists—were analysed. Statements by the Minister of Health were also included, given their systemic relevance. The dataset was compiled from television news reports aired on TV channels between January 1 and January 31, 2024. A comprehensive review of existing content analysis methodologies was conducted to inform the analytical framework. The MECA matrix was validated through rigorous procedures to ensure its reliability and consistency.

Results: The MECA matrix was designed and implemented to categorise and code media appearances. It integrates both qualitative and quantitative approaches to systematically assess communication elements across these dimensions to assess verbal, nonverbal, and paraverbal communication elements.

Conclusion: The MECA matrix offers a novel, multidimensional approach for evaluating healthcare communication in media settings, addressing a crucial gap in existing methodologies by including ethical criteria and enabling cross-modal analysis. While the model has limitations—such as the need for linguistic competence and the inability to analyse purely visual or non-contextual audio content—it significantly advances the systematic evaluation of public health communication, supporting professional development, trust-building, and public health policy formation.

Keywords: media appearances of healthcare professionals, content analysis, public appearance, rhetoric analysis