社交媒体中的新冠疫苗信息框架及其对疫苗犹豫的影响--基于新浪微博的内容分析与在线控制实验  

Frames and Impact on Vaccine Hesitancy of COVID-19 Vaccine Information among Social Media:Content Analysis and Online Control Experiment Based on Sina Weibo

作　　者：崔家勇 王锡苓[1] Cui Jiayong;Wang Xiling(School of Journalism,Communication University of China,Beijing,100024)

机构地区：[1]中国传媒大学新闻学院,北京100024

出　　处：《信息资源管理学报》2022年第3期165-180,共16页Journal of Information Resources Management

基　　金：国家社会科学基金重点项目“重大突发公共卫生事件社交媒体传播评价体系构建及公众政治认同研究”(20AXW002)的研究成果。

摘　　要：理解社交媒体信息如何建构新冠疫苗议题,以及社交媒体信息如何影响公众的疫苗犹豫,对新冠疫苗的推广接种具有重要意义。基于前景理论与框架理论,使用内容分析法分析了新冠疫苗推广初期社交媒体中疫苗信息的组织方式,并使用在线控制实验法验证了疫苗信息框架缓解疫苗犹豫的说服机制。研究发现:①热门微博中的新冠疫苗信息有近两成使用了损益框架,其中获益框架居多,个人主义与集体主义价值观各占半数,约五成包含叙事性要素;②损益框架及叙事性要素可能影响信息受众的评论意愿;③疫苗倡导信息中的受损框架、个人主义价值观及叙事性要素有助于缓解受众的疫苗犹豫,且目标框架与正义视角之间存在交互效应。研究揭示了新冠疫苗接种初期社交媒体信息对疫苗接种态度的作用机制,为疫情期间政府及媒体的健康观念普及与健康促进提供了启示。It is important to understand how information of COVID-19 vaccine is organized among social media and how social media messages influence public vaccine hesitancy.Based on Prospect Theory and Framing Theory,this paper conducts a content analysis to analyze the organization of vaccine information in social media during the early period of COVID-19 vaccine promotion and explore the persuasion mechanism of vaccine information frames to ease vaccine hesitancy by online controlled experiment.This study found that:(1)nearly 20%of the weibo content about COVID-19 vaccine uses gain-loss frame,of which the gain frame is the majority.Individualism and collectivism values account for half respectively,and about 50%contain narrative elements;(2)the gain-loss frame and narrative elements may affect the comment intention of users;(3)the loss frame,individualism values and narrative elements in vaccine advocacy content help to alleviate one’s vaccine hesitancy,and there is an interactive effect between goal frame and justice perspective.The results revealed the mechanism of social media information on vaccination attitudes in the early stage of COVID-19 vaccination,providing enlightenment for the government and media in health promotion during the pandemic.

关 键 词：健康倡导 前景理论 损益框架 正义视角 叙事 新冠疫苗 疫苗犹豫 

分 类 号：G206[文化科学—传播学]