互动控烟情景剧的设计及效果评估  

Interactive tobacco control drama:its design and effect evaluation

作　　者：王熙慧 王帆[2,3] 王煜 郑频频[1,2] WANG Xi-hui;WANG Fan;WANG Yu;ZHENG Pin-pin(School of Public Health,Fudan University,Shanghai 200032,China;Health Communication Institute,Fudan University,Shanghai 200032,China;Department of Politics,East China Normal University,Shanghai 200241,China)

机构地区：[1]复旦大学公共卫生学院,上海200032 [2]复旦大学健康传播研究所,上海200032 [3]华东师范大学政治学系,上海200241

出　　处：《上海预防医学》2020年第2期109-113,共5页Shanghai Journal of Preventive Medicine

基　　金：国家自然科学基金项目(71573047);彭博全球烟草控制项目(CHINA-21-13)。

摘　　要：【目的】探索通过互动情景剧开展控烟传播的方法,并评价控烟情景剧对观众的共情、知识获取和行为改变的影响,为控烟健康传播提供科学依据。【方法】将融有控烟相关知识和技能的情景剧在上海上演8场,并随机选择4场的全部观众进行问卷调查。【结果】超过90%的观众对于该剧的设计、演出和互动予以认可。超过70%的观众建立了无烟态度。教育程度越高(OR=2.10,95%CI:1.06~4.14)、喜欢互动环节(OR=8.72,95%CI:3.16~24.09)和能与角色产生共情(OR=6.63,95%CI:2.38~18.51)的观众认为控烟情景剧比传统控烟方式更加有效果。观看时很想知道故事结局(OR=3.90,95%CI:1.73~8.79)、了解更多劝阻公共场所吸烟者的办法(OR=4.00,95%CI:1.88~8.49)和认为戏剧形式比传统的控烟教育更有效(OR=7.03,95%CI:2.58~19.18)的观众在公共场所劝阻吸烟的意愿更强。【结论】控烟情景剧是一种控烟健康传播的新探索,作为控烟健康传播的可行途径,有较好的知识传播和行为影响效果。[Objective] To explore the methods of tobacco control through interactive sitcoms and evaluate its impact on audience in their empathy,knowledge acquisition and behavior,providing basis for health communication activities in relation to tobacco control. [Methods] Relevant knowledge and skills on tobacco control were integrated into the drama,which ran for 8 performances in Shanghai.Four of them were randomly selected for evaluation.All the audience were invited to complete a questionnaire. [Results] Over 90% of the audience gave affirmation to the design,performance and interaction of the drama.More than 70% smokers established their supportive attitude for smoke free environment.Audience who preferred interactive activities(OR=8.72,95%CI:3.16-24.09) had higher education level(OR=2.10,95%CI:1.06-4.14),and more empathy on roles(OR=6.63,95%CI:2.38-18.51) thought psycho-scene drama had more effect than traditional ways on tobacco control.Smokers were curious to know the ending of the story(OR=3.90,95%CI:1.73-8.79),wanted to learn more ways to discourage smoking(OR=4.00,95%CI:1.88-8.49) and thought psycho-scene drama had more effect than traditional ways in this regard(OR=7.03,95%CI:2.58-19.18).They came to have a stronger will to discourage smoking. [Conclusion] Psycho-scene drama proves to be a feasible way in tobacco control communication with a good effect on knowledge communication and behavior change.

关 键 词：戒烟 情景剧 健康传播 

分 类 号：R193.2[医药卫生—卫生事业管理]