Keywords
media discourse
persuasion
discourse analysis
health communication
linguistic strategies
public perception
media
How to Cite
Abstract
The increasing integration of medical terminology into media discourse has significantly transformed the way health-related information is communicated to the public. Medical terms no longer serve solely as scientific or clinical expressions; they have become powerful persuasive instruments employed by journalists, healthcare institutions, governmental organizations, and digital media platforms to shape public opinion, influence health-related behavior, and establish institutional credibility. This study investigates the persuasive function of medical terminology in contemporary media discourse through a qualitative discourse analysis of news reports, public health campaigns, and online media content. The research explores how specialized lexical units contribute to the construction of authority, trust, emotional engagement, and risk perception while simplifying complex medical knowledge for non-specialist audiences. Particular attention is given to the interaction between linguistic choices, rhetorical strategies, and communicative intentions in health communication. The findings demonstrate that medical terminology enhances the persuasive impact of media texts by reinforcing scientific legitimacy and influencing audience attitudes toward disease prevention, vaccination, treatment, and public health policies. The study contributes to media linguistics and discourse analysis by providing a comprehensive understanding of the communicative potential of medical language in modern mass media and emphasizing its role in promoting informed public decision-making.References
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