中国大陆媒体控烟报道典型作品回顾与媒体视野下的控烟传播建议——以中国烟草控制大众传播活动获奖作品为例  

Reviws and Strategies for the Mass Media Coverage of Tobacco in China——Taking Awarded News Works of Tobacco Control in China as a Example

作　　者：靳雪征[1] 宋军[1] 胡百精[2] 石琦[3] 夏晶[3] 李晓北[1] 

机构地区：[1]中国健康教育中心,北京100011 [2]中国人民大学新闻学院,北京100872 [3]卫生部妇幼保健与社区卫生司,北京100044

出　　处：《中国社会医学杂志》2013年第2期123-125,共3页Chinese Journal of Social Medicine

基　　金：Bloomberg全球减少烟草使用项目(CHINA-RIC-08);美国彭博慈善基金会资助

摘　　要：目的回顾中国大陆媒体控烟报道的典型作品,提出控烟传播的策略建议。方法以2009～2011年卫生部"中国烟草控制大众传播活动"文字类共110则控烟获奖作品为样本,运用内容分析法,设定变量、人工编码,对控烟报道的内容、结构等传播要素进行分析。结果从信源上看,"公共意见领袖"和"卫生领域专家学者"所占比例之和(36.7%)超过了"政府部门"所占比例(27.9%);地方及都市类媒体(44.0%)是控烟议题的主要发布渠道;议题内容较多元化;控烟报道的主要倡导对象是机构与场所(32.0%),倡导对象较泛化;视觉化(40.0%)和恐惧诉求(28.6%)是控烟报道的主要说服手段。结论控烟表达的人格化格局正在形成,控烟主体需要细分传播对象,并不断丰富议题内容、表现形式和说服方式。Objectives This study reviews the mass media coverage of tobacco control in order to formulate the strategies of mass media campaign. Methods Based on the collecting and coding of 110 awarded news works of the China Mass Media Tobacco Control Communications Initiative Program, we conducted content analysis by analyzing the variables including the content and structure of the coverage. Results The major sources of tobacco control cov- erage were Chinese government, public opinion leaders and TC institutes, and the proportion of the sum of Public o- pinion leaders and Experts of the public health field（36.7~//00 ）superseded the proportion of Government administra- tions （27.9~）. Local and urban press （44.0~） was the major release channel of tobacco control topics. The issue distribution presented by the awarded news works had a proper richness. The coverage focused mainly on institutes and public space （32.0%）, appealling targets were wide. The prime persuasion methods in awarded news works were visualization （40.0~/00） and fear appeal （28.6~）. Conclusions A personified expression pattern is emerging in tobacco control coverage. In the future, media coverage of tobacco control should target at a more precise communi cation audience, and generate more contents, more expression styles and persuasion techniques.

关 键 词：控烟 大众媒体 健康传播 

分 类 号：R193.3[医药卫生—卫生事业管理]