5W传播模式视角下的医疗学术会议健康传播效能研究  

Study on health communication effectiveness of medical academic conferences based on 5W communication model

作　　者：王屹峰[1] 阮丹浓 马华君 王亚[2] 李鸽伶[3] WANG Yifeng;RUAN Dannong;MA Huajun;WANG Ya;LI Geling(Communication Department,Zhejiang Cancer Hospital,Hangzhou 310022,China;Hospital Infection Control Department,Zhejiang Cancer Hospital,Hangzhou 310022,China;Administrative Affairs Office,Zhejiang Cancer Hospital,Hangzhou 310022,China)

机构地区：[1]浙江省肿瘤医院宣传统战部,杭州310022 [2]浙江省肿瘤医院医院感染管理部,杭州310022 [3]浙江省肿瘤医院党政综合办公室,杭州310022

出　　处：《浙江医学教育》2024年第1期50-54,共5页Zhejiang Medical Education

基　　金：2023年度浙江省软科学研究计划项目:“‘创新扩散-技术接受’融合模型视角下城乡居民防癌健康素养提升策略研究”(2023C35082);2023年浙江省医院协会医共体建设发展研究项目:“医共体框架下的‘互联网+’肿瘤全病程管理模式构建与应用研究”(2023ZHA-QL206)。

摘　　要：为了探讨医疗学术会议的健康传播效能,本研究以2022中国肿瘤学大会(Chinese Congress on Oncology, CCO)为例,以哈罗德·拉斯韦尔5W传播模式为分析框架,对新浪微博平台相关话题下的所有微博进行内容分析和社会语义网络分析。结果显示,传播以会议资讯、学术交流和科普宣教3类信息为抓手,以医学专业人士和有健康需求的一般受众为传播目标,通过调动政务微博、主流媒体和医疗健康领域意见领袖的媒介组合,实现了3.5亿人次的微博传播阅读量。本研究认为,可以通过议程设置掌握舆论引导主动权,针对不同受众选择合适的传播组合方式,找准宣传契合点向新闻媒体最大化借力借势,充分重视社群作用激发大众传播潜能,为提升医疗学术会议健康传播效能提供理论指导和实践经验。To explore the health communication effectiveness of medical academic conferences,this study took 2022 Chinese Congress on Oncology(CCO)as the research object and used the Harold Lasswell s 5W communication model as the analysis framework.Content analysis and semantic network analysis were adopted to analyze all the posts under related topics on the Sina Weibo.The results showed that the congress took the medical professionals and the public with health needs as the target audience,and mainly delivered information about agendas,academic communication,popular science knowledge.By moblizing the media combination of government weibo,mainstream media,and key opinion leader in medical and health field,a reading volume of 350 million people through Weibo dissemination were achieved.The study suggests that taking the initiative in guiding public opinion by agenda setting,choosing appropriate communication combinations for different audiences,identifying communication fit points to maximize leverage from news media,fully emphasizing the role of communities to stimulate the potential of mass communication,so as to provide theoretical guidance and practical experience for improving the effectiveness of health communication in medical conferences.

关 键 词：健康传播 5W传播模式 媒介间议程设置 学术会议 

分 类 号：R197[医药卫生—卫生事业管理]