“上海疾控”微信公众号健康信息发布效果研究  

Research on the effectiveness of health information dissemination via the“Shanghai CDC”WeChat public account

作　　者：郭颖 王晓萱 夏雯[1] 黄晓燕[2] 胡轩萌 申琦 董晨[1] GUO Ying;WANG Xiaoxuan;XIA Wen;HUANG Xiaoyan;HU Xuanmeng;SHEN Qi;DONG Chena(General Office,Shanghai Municipal Center for Disease Control and Prevention,Shanghai 200336,China;Emergency Office,Shanghai Municipal Center for Disease Control and Prevention,Shanghai 200336,China;School of Journalism and Communication,Tsinghua University,Beijing 100084,China;Institute of Aging,Fudan University,Shanghai 200433,China)

机构地区：[1]上海市疾病预防控制中心办公室,上海200336 [2]上海市疾病预防控制中心应急处,上海200336 [3]清华大学新闻学院,北京100084 [4]复旦大学老龄研究院,上海200433

出　　处：《上海预防医学》2025年第2期179-183,共5页Shanghai Journal of Preventive Medicine

基　　金：上海市金山区医药卫生类科技创新科研项目(2020-3-66);上海市护理学会科研课题(2024MS-B17);上海市公共卫生临床中心科研项目(KW-GW-2023-34)。

摘　　要：【目的】以“上海疾控”微信公众号为例,探究其健康信息发布效果及其影响因素,为公共卫生机构更好利用官方新媒体开展有效宣传提供参考。【方法】选取2016—2019年“上海疾控”微信公众号的1030篇头条文章,通过内容分析法和非参数检验,对其标题、内容类别等进行影响因素分析。【结果】2016—2019年期间公众号关注人数增长了28万,文章阅读量累计超880万人次,文章打开率M(P_(25),P_(75))为5.90%(3.69%,10.31%),分享转发率M(P_(25),P_(75))为6.60%(4.25%,9.17%);文章中含有第一、二人称代词、程度副词、否定副词、明确观点和标题长度对文章打开率均有影响,OR(95%CI)分别为0.175(0.041~0.756)、32.606(2.350~452.432)、4.079(1.093~15.230)、0.106(0.028~0.409)、1.184(1.063~1.319),均P<0.05;不同文章类别和文章主题对文章传播效果均有显著性差异(P<0.05),在文章类别方面,新闻热点和服务信息类别的文章打开率较高,分别为9.58%、14.00%,这2类文章还获得较高的分享转发率,分别为7.65%、9.16%,在文章主题方面,发布量前4的主题中相较于健康生活和健康产品而言,传染病与致病生物类和免疫规划的文章打开率较高,分别为7.88%、6.88%,分享转发率无明显差异。【结论】“上海疾控”微信公众号文章传播效果较好;文章标题中增加信息量、使用“很、最、非常”等程度副词和“不”等否定副词对文章发布效果有提升效果;公共卫生类账号微信文章要尽量结合新闻热点或含有服务信息,在保持传染病以及免疫规划方面的知识普及优势同时,也要加强其他职责范围内专业领域的科普,以提升整体健康信息传播能力。[Objective]To explore the effectiveness of health information dissemination and its influencing factors using the"Shanghai CDC"WeChat public account as a case study,providing references for public health institutions to optimize the use of official new media platforms for effective publicity.[Methods]A total of 1030 headline articles published on the"Shanghai CDC"WeChat public account between 2016 and 2019 were analyzed using content analysis and non-parametric tests to examine the impact of factors such as titles and content categories.[Results]From 2016 to 2019,the number of WeChat public account followers increased by 280000,with the articles accumulating over 8.8 million views.The median(P_(25),P_(75))open rate of articles was 5.90%(3.69%,10.31%),and the median(P_(25),P_(75))sharing and forwarding rate was 6.60%(4.25%,9.17%).Factors such as the use of first-and second-person pronouns,degree adverbs,negative adverbs,explicit viewpoints,and title length all significantly affected the open rate of articles,with OR(95%CI)values of 0.175(0.041‒0.756),32.606(2.350‒452.432),4.079(1.093‒15.230),0.106(0.028‒0.409),and 1.184(1.063‒1.319),respectively(all P<0.05).In terms of content,statistical significant differences in dissemination effectiveness were observed across article categories and themes(P<0.05).In terms of article categories,articles related to news hotspots and service information had higher open rates of 9.58%and 14.00%,respectively.These two types of articles also obtained higher sharing and forwarding rates of 7.65%and 9.16%,respectively.In terms of article topics,compared with healthy life and health products,among the top four topics in terms of publication volume,the open rates of articles about infectious diseases and disease-causing biology and immunization programs were higher,accounting for 7.88%and 6.88%,respectively,with no significant difference in sharing and forwarding rates.[Conclusion]The"Shanghai CDC"WeChat public account demonstrated good dissemination effectiveness.Enhancing ar

关 键 词：微信公众号 健康科普 信息发布 传播效果 

分 类 号：R193[医药卫生—卫生事业管理]