癌症新闻叙事何以塑造公众对循证健康政策的态度——基于微博平台的调查实验  

How Cancer News Narratives Shape Public Attitudes Toward Evidence-Based Health Policy:An Experimental Survey on Weibo

作　　者：聂静虹[1] 翟嘉靖 Nie Jinghong;Zhai Jiajing(Sun Yat-sen University;Shanghai Normal University)

机构地区：[1]中山大学新闻传播学院,广东广州510006 [2]上海师范大学影视传媒学院,上海200234

出　　处：《新闻与传播评论》2025年第3期28-41,共14页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(19BXW082)。

摘　　要：政策叙事是政府与公众互动的桥梁,在传达涉及科学不确定性的健康政策时,叙事发挥着重要作用。深入了解公众对政策的认知和支持态度,不仅有助于优化宣传策略,也是提升政策效果的关键前提。以社交媒体癌症新闻为政策叙事载体,可探讨证据类型对公众政策认知与参与态度的影响,特别关注其与科学不确定性之间的相互作用。通过对微博用户进行调查实验,研究发现,在癌症筛查与健康检查政策的传播过程中,科学不确定性会削弱轶事证据的倡导效果。这一过程是由公众的感知信任降低、对传播者公共服务动机的质疑和感知“标题党”所介导的。然而,统计证据可以有效缓解科学不确定性的负面影响。通过采用政策叙事研究进路与行为科学的实验方法,不仅为健康政策传播提供了有价值的见解,同时还可为政策过程实践提供有效指导。Policy narratives serve as a bridge between the government and the public,playing an impor-tant role in conveying health policies involving scientific uncertainties.Understanding the publics perception and support of policies not only helps optimize communication strategies but also serves as a key prerequisite for enhancing policy effectiveness.Using social media cancer news as a medium for policy narratives,this study explores the impact of different types of evidence on public policy cognition and participation,with a particular focus on the interaction between evidence types and scientific uncertainty.Through a survey experi-ment with Weibo users,the study finds that during the dissemination of cancer screening and health check policies,scientific uncertainty weakens the advocacy effect of anecdotal evidence.This process is mediated by the publics decreased trust,skepticism about the communicators public service motives,and perceptions of“clickbait”headlines.However,statistical evidence can effectively alleviate the negative impact of scientific uncertainty.By employing a policy narrative approach combined with experimental methods from behavioral science,this study provides valuable insights into health policy communication and offers practical guidance for policy process-practices.

关 键 词：政策叙事 科学不确定性 循证健康政策 轶事证据 统计证据 

分 类 号：G206[文化科学—传播学]