从大众传媒到社交媒体:美国借助现代传媒开展健康促进的发展动向与启示  

From Mass Media to Social Media:Developing Trend and Enlightenment of Health Promotion Based on Modern Media in United States

作　　者：李有强[1] 

机构地区：[1]上海体育学院国际教育学院,上海200438

出　　处：《体育科学》2017年第6期52-61,共10页China Sport Science

基　　金：国家社会科学基金一般项目(16BTY094)

摘　　要：在18世纪初,美国便开始运用现代传媒开展健康促进。美国实践经验表明,大众传媒对健康促进具有一定积极作用,但其作用效果却并没有如同人们预期的那么显著。为了充分发挥多种影响因素的综合作用,当前,美国基于大众传媒的健康促进已经发展出社会营销、公共关系和媒体倡导3种不同的着力方向。本世纪初,社交媒体开始成为美国健康促进的主要传媒手段。信息时代背景下,社交媒体与健康促进的相互融合机遇和挑战并存,关键绩效评估指标可以作为对社交媒体进行过程性评估的主要参照。我国借助现代传媒开展健康促进需注意4个方面:提高传播学的介入程度,综合运用大众传媒与社交媒体,改善健康传播的信息环境和注重持久的行为改变。As early as the early 18th century, the United States began to use the modern media to carry out health promotion. US experience shows that the mass media has a positive effect on health promotion, but its effect is not as significant as expected. In order to give full play to the comprehen- sive effect of various factors, the current American mass media based on the health promotion has developed Social marketing, Public relation and Media advocacy three different directions. At the beginning of this century, social media began to be the main means of health promotion in the United States. Under the background of the information age, the integration of social media and health promotion is the opportunity and challenge. Key performance indicator can be used as the main reference for the process evaluation of social media. Drawing on American experience, China＇ s use of modem media to carry out health promotion should pay attention to four aspects： to improve the degree of intervention, the comprehensive use of mass media and social media, to polish the health information environment and focus on long-term behavior changes.

关 键 词：美国 大众传媒 社交媒体 健康促进 

分 类 号：G80-05[文化科学—运动人体科学]