风险感知与信息支持:媒介接触对老年人健康行为意愿的影响研究  

Risk Perception and Information Support:Influence of Media Use on Elder's Health Behavior

作　　者：龚婉祺 宋纪松 Gong Wanqi;Song Jisong(Guangdong University of Foreign Studies)

机构地区：[1]广东外语外贸大学新闻与传播学院,广东广州510006 [2]观澜网络(杭州)有限公司

出　　处：《新闻与传播评论》2024年第3期30-42,共13页Journalism & Communication Review

基　　金：教育部人文社会科学研究青年基金项目(18YJC860007)。

摘　　要：老年人是疾病防控的重点人群,制定有效的针对老年群体的健康传播策略,提升其防控意识,促使其采纳积极的防控行为至关重要。本文通过问卷调查研究老年人在不同媒介渠道的健康信息接触对其疾病防控行为意愿的影响及效果差异。结果显示:通过传统媒体接触健康信息对老年人疾病防控行为意愿的影响效果要高于网络媒体;老年人通过两类媒体接触健康信息均可以通过影响其恐惧、感知严重性和行为态度进而影响其疾病防控行为意愿。因此,要根据不同媒介的特点发挥其在健康传播中的作用,传统媒体要在坚守权威性和公信力的同时提升易读性和趣味性,网络媒体要杜绝涉疫谣言,为老年人提供更准确、便捷的健康信息。健康传播要唤起老年群体对疾病的风险意识,提高他们对疾病的风险感知。同时,健康传播要从老年人的视角出发,多措并举提升他们的防控行为态度。The elderly population is a key target for disease prevention and control,and it is important for promoting Chinese healthy.Thus,it is crucial to develop effective health communication strategies tailored to this group,in order to enhance their health literacy and awareness of disease prevention and control,and encourage the adoption of positive preventive behaviors.In this study,we employed a questionnaire survey to examine the influence and differential effects of exposure to health information through different media channels on the willingness of elderly individuals to engage in disease prevention behaviors.The results indicate that the impact of exposure to health information via traditional media on the willingness of elderly individuals to engage in disease prevention behaviors is greater than that of exposure through online media.Furthermore,exposure to health information through both types of media can influence the willingness of elderly individuals to engage in disease prevention behaviors through the activation of fear,perceived severity and behavioral attitudes.Therefore,it is essential to leverage the unique characteristics of different media channels in health communication.Traditional media should emphasize both authority and credibility as well as readability and entertainment value,while online media should combat misinformation and provide accurate and convenient health information to the elderly.Health communication should raise awareness of disease risks and improve risk perception among the elderly,and take a comprehensive approach to enhancing their preventive behavioral attitudes from their perspective.

关 键 词：健康老龄化 媒介接触 健康传播 计划行为理论 风险感知 

分 类 号：G206[文化科学—传播学]