叙述方式与呈现形式对社交媒体健康科普效果的影响——基于宫颈癌与HPV疫苗的实验研究  

Influence of Narration Type and Modality on Health Science Popularization Effect in Social Media:An Experimental Study Based on Cervical Carcinoma and HPV Vaccine

作　　者：庞行 吴文汐[2] Pang Xing;Wu Wenxi(School of Journalism,Communication University of China;School of Media Science(School of Journalism),Northeast Normal University)

机构地区：[1]中国传媒大学新闻学院,北京100024 [2]东北师范大学传媒与科学学院(新闻学院),吉林长春130024

出　　处：《新闻界》2024年第8期66-78,共13页

基　　金：国家社科基金项目“基于社会化媒体的健康风险沟通研究”(17CXW010)。

摘　　要：本研究以宫颈癌与HPV疫苗为主题,以微信公众号健康科普为模拟情境,基于实验法,探索了叙述方式(说教/第一人称叙事/第三人称叙事)与呈现形式(文本/信息图)对社交媒体健康科普效果的影响。研究发现,不同的叙述方式在提升宫颈癌与HPV疫苗的认知度与知识水平、增强健康信念、提升HPV疫苗接种意愿、促进社交媒体用户参与方面并不存在显著差异。相较于文本,信息图更有助于提升知识水平,但在认知度、健康信念、接种意愿及用户参与四个方面的效果上,文本和信息图并不存在显著差异。叙述方式与呈现形式对知识水平、感知易感性及疫苗接种意愿具有显著交互效应。具体而言,采用文本形式的说教更易增强感知易感性,第三人称叙事结合信息图更有助于知识水平的提升,更能够促进个体的疫苗接种意愿。The research examines the influence of narration type(didactic communication/first-person narrative/third-person narrative)and modality(text/infographic)on the effectiveness of health science popularization in social media.Results of a controlled experiment suggested that there were no differences in awareness about cervical carcinoma and HPV vaccine,knowledge,health beliefs,HPV vaccination intention and social media engagement among didactic communication,first-person narrative and thirdperson narrative condition.Infographic led to greater knowledge level of HPV than text-based message.No differences were found in awareness,health belief,vaccination intention and social media engagement between infographic and text based message.Besides,the research found that narration type interacted with modality to influence knowledge level,perceived susceptibility and vaccination intention.Specifically,the text-based message is more likely to enhance the perceptual susceptibility,and the third person narrative combined with inforgraphic is more conducive to the improvement of knowledge level and the promotion of individual vaccination willingness.

关 键 词：健康科普 实验法 HPV疫苗 信息图 叙事 

分 类 号：G206[文化科学—传播学]