媒体宣传对在校大学生美容选择的影响  

The Influence of Media on the Cosmetic Selection of the College Students

作　　者：温绣蔺[1] 舒茂国[1] 王瑞[1] 郭媛[1] 何佑成[1] 白转丽[1] 

机构地区：[1]西安交通大学第一附属医院整形美容颌面外科

出　　处：《中国美容医学》2017年第3期106-107,115,共3页Chinese Journal of Aesthetic Medicine

基　　金：国家自然科学基金:I型神经纤维瘤病相关致病基因突变及其致病机理研究(81301648);陕西省自然科学基金 甲基莲心碱对皮肤光老化的皮肤光老化治疗作用的实验研究(2014JQ4151)

摘　　要：目的：通过调查媒体宣传对在校大学生美容认知和选择的影响,探讨媒体宣传和大众美容选择的相关性。方法：采用分层整群抽样的方法,对两所大学400名在校生进行匿名式问卷调查。结果：在媒体宣传与公众美容认知方面,网络新媒体成为在校大学生获取美容知识的主要媒介途径,相对于传统媒体其信任度较高,高达75.6%认为媒体做美容宣传时考虑的主要因素是医疗美容机构的利益和媒体自身生存问题,60.7%被访者倾向接受医疗专业人员推荐的媒体宣传方式。在媒体宣传与美容选择行为方面,近八成被调查者表示能接受激光美容、注射美容和重睑等微整美容手术。近七成被调查者希望于医疗机构就诊获得专业服务。45.6%会因为美容失败事件的报道放弃美容的想法。结论：现阶段媒体美容宣传对在校大学生的美容选择有一定影响,在校大学生趋向于理性地选择安全和微创的美容项目,应进一步提高媒体美容宣传的公信力,正确指导美容选择。Objective Through investigating the influence of media on the cosmetic cognition and selection of the college students, exploring the relationship between media publicity and public beauty selection. Method Using stratified cluster sampling method, a anonymous questionnaire survey were administered to 400 college students of two universities in Shaanxi. Results In terms of media publicity and public beauty cognition, the new network media become the main media obtaining cosmetic knowledge of the college students, its credibility is higher compared with traditional media, as high as 75.6% thought the beauty publicity of the media considering more in the interests of the media itself and the medical cosmetology organization, 60.7% of respondents tend to accept the media propaganda way through the professionals recommend; In terms of media publicity and beauty choice behavior, nearly eighty percent of respondents can accept the micro plastic operations such as laser cosmetic, double eyelid and micro injection. Nearly seventy percent of respondents tend to accept the professional medical services in medical institutions. 45.6% of them would abandon the plan of beauty because of being reported failed beauty events. Conclusion The current media have certain influence on the cosmetic selection of the college students, The college students tend to rationally select the safe and minimally invasive cosmetic item, The credibility about cosmetic publicity should be further improved, meanwhile guiding the right cosmetic selection.

关 键 词：媒体宣传 美容 可信度 认知接受 公信力 

分 类 号：R-622[医药卫生]