糖尿病防治媒体报道现状研究与传播建议  

The status research of diabetes prevention media report and communication suggestions

作　　者：邵安娜[1] 张莹[1] 赵雯[1] 卫薇[1] 张迪[2] 靳雪征[1] 李方波[1] 徼晓菲[1] 许玲[1] 肖瓅[1] 

机构地区：[1]中国健康教育中心(卫生部新闻宣传中心),北京100011 [2]中国人民大学新闻学院,北京100872

出　　处：《中国健康教育》2014年第5期424-427,共4页Chinese Journal of Health Education

摘　　要：目的回顾中国大陆糖尿病防治媒体报道,提出糖尿病防治媒体报道的误区与传播建议。方法从反应中国经济水平差异的12个城市中选取销量最高的1家晚报、1家都市报,将其2010—2012年关于糖尿病主题报道作品作为研究样本,运用内容分析法,对报道的数量、议题分布、软文特点等传播要素进行分析。结果从12个城市24家纸媒中共抽取了2066篇糖尿病报道,其中,晚报类为1176篇,占56.92%,都市报类为890篇,占43.08%;不同经济水平地区之间的糖尿病报道数量差异明显,从地域分布看,一线城市的报道最多,共915篇,占44.29%,但以新闻体裁为主,二线城市次之,为671篇,占32.48%,三线城市最低,为480篇,占23.23%;在报道体裁上,新闻类报道占绝大多数,为68.1%;媒体提及糖尿病时,69.55%的报道并没有对糖尿病类型进行细分,关于治疗方法的报道量最大,为49.03%;有12.05%的报道为明显的软文,其中有85.54%的软文关注的是非正规治疗手段及药品。结论糖尿病议题受到媒体的高度重视,但存在着较为明显的误区与盲区,媒体在重视糖尿病报道的同时,应加强预防类主题的宣传与报道,提高分众传播意识,避免软文泛滥现象的发生。Objective Review the Chinese mainland media reports on diabetes prevention,and provide the recommendations.Methods Select totally 2066 diabetes prevention media reports,including 1176 （56.92%） evening news and 890 （43.08%） metropolitan newspaper,from 2010 to 2012 in the top selling newspapers from 12 cities with different economic levels as the samples,and analyze the number of reports,topic distribution and advertorial.Results The number of media report is different among cities with different economic levels.There are 915 （44.29%） reports in developed cities,671 （32.48%） reports in less developed cites,and 480 （23.23%） in developing cities.Regarding the genre,68.1% of articles belong to news; when covering diabetes,69.55 % of reports do not classify different types of diabetes; 49.03% of reports focus on treatment method; and 12.05% of reports have strong element of advertisement and 85.54% of such advertisements talk about non-formal treatment and drug.Conclusion Diabetes topics become more and more popular,but there are obvious errors and blind areas.The media should intensify media reports on diabetes prevention,focus on different group spread awareness and avoid the advertisement.

关 键 词：糖尿病防治 媒体报道 健康传播 

分 类 号：R193[医药卫生—卫生事业管理] R587.1[医药卫生—公共卫生与预防医学]