中国社交媒体控烟宣传运动效果初探  

Survey on the effectiveness of Anti-smoking Campaigns in social medias

作　　者：陈瑜 王子宁 刘时雨[1] 许静[1] CHEN Yu;WANG Zi-ning;LIU Shiyu;XU Jing(School of Journalism and Communication,Peking University,Beijing 100871,China)

机构地区：[1]北京大学新闻与传播学院,北京100871

出　　处：《中国健康教育》2024年第5期396-400,共5页Chinese Journal of Health Education

基　　金：2023中国科普所委托课题:公共卫生应急科普能力提升(230104EZOR17)。

摘　　要：目的通过对社交媒体控烟辩论宣传运动效果研究,为未来实施更为有效的控烟宣传运动和控烟工作提供事实依据及可靠建议。方法采用问卷调查法,对宣传运动信息接触者和非信息接触者在认知、态度和行为3个层面的差异进行对比。结果总体来看,接触过宣传运动信息的人群在知识、态度和行为3个层面均好于没有接触过宣传运动信息的人群。具体来说,在认知层面的3个指标中,信息接触者积极比例均高于非信息接触者,差异均具有统计学意义(P<0.05)。在态度层面7个指标中,信息接触者积极比例均高于非信息接触者。除了“学校应该100%禁烟”(P=0.125)指标测量结果差异无统计学意义外,其他6组差异均有统计学意义(P<0.05)。在行为层面,无论是吸烟者还是非吸烟者,信息接触者积极比例均高于非信息接触者,除了“与家人、朋友或者同学分享烟草危害信息”指标,接触信息吸烟者(79.84%)低于没有接触信息吸烟者(82.05%),但差异无统计学意义(P=0.239)。结论社交媒体控烟辩论宣传运动在提高大众烟草危害认知、改善烟草控制态度、促进健康行为上有良好效果。未来控烟宣传运动要提高对社交媒体的利用以及对非吸烟群体的重视。Objective To explore the effectiveness of tobacco control debate campaigns in social media in 2022,and to provide suggestions for implementing more effective Anti-smoking campaigns and tobacco control work in the future.Methods A questionnaire survey was conducted to compare the differences in knowledge,attitudes,and behaviors between those who were exposed to the campaign messages and those who were not exposed to the messages.Results Overall,those who were exposed to the campaign messages were better than those who were not exposed to the campaign messages in knowledge,attitudes,and behaviors.Specifically,in all three indicators of knowledge,those who were exposed to information were better than those who were not exposed,and the differences were all statistically significant(P<0.05).In most indicators of attitudes,those who were exposed to information were better than those who were not exposed,the differences were statistically significant in six indicators(P<0.05),except for the indicator"schools should be 100% smoke-free"(P=0.125).As for behavior,both exposed smokers and nonsmokers were better than the unexposed,except for the indicator"sharing information about the dangers of tobacco with family,friends,or classmates".(P=0.239)which was lower in message-exposed smokers(79.84%)than that in non-message-exposed smokers(82.05%).Conclusion The tobacco control debates campaign in social media has been effective in raising public awareness of tobacco harms,improving attitudes toward tobacco control,and promoting healthy behaviors.Future anti-smoking campaigns should pay more attention to the use of social media and the importance of non-smoking groups.

关 键 词：社交媒体控烟宣传运动 认知、态度和行为 效果研究 

分 类 号：R193[医药卫生—卫生事业管理]