健康报道传播策略研究.pdf

摘 要 随着生活节奏的不断加快，健康成为现代人非常关心的话题之一。人们可 以从多种渠道获得关于健康的知识和信息，例如医生、书籍、周围的亲人朋友 以及媒体报章等大众媒介。其中，大众传媒是公众健康信息的主要来源，无论 是在个人层面还是大众层面，大众传媒所传递的健康信息都会影响公众对健康 议题的感知。国外的多项研究证明，利用媒体进行健康教育，可以促使大众健 康行为的改变，进而降低社会疾病风险、患病率及死亡率。 在中国，《人民日报》作为党报，拥有其特殊的作用和地位。一方面该报是 政府权威的代表，另一方面它有着引导舆论导向的作用。针对人们关心自身健 康的社会现实，健康报道是大众媒体不可缺少的一种报道。本文运用文献综述 和内容分析的研究方法，通过对《人民日报》中乙肝报道的分析与总结，不难 发现其存在一定的特点及问题。在此基础上，本文试图总结中国媒体健康报道 存在的问题和发展的局限，并据此提出改善健康报道传播手段的一些建议。 关键词：健康传播；乙肝报道；传播策略 1 Abstract With the accelerating pace of life, health has become one of the topics man take with great concerns. People can get knowledge and information on health from a variety of sources, such as doctors, books, friends and relatives around, newspapers and other mass media. Actually, media is the main source of public health information. Those information transmitted by mass media affect public perception greatly not only at the individual level but also the general public level. In abroad, a number of studies have shown, using the media for health education can promote the public changing health behavior, thus reducing the risk of social disease, morbidity and mortality. In China, the “People’s Daily”, as a party publication, has its special role and status. On the one hand it is the government authority on behalf of the newspaper, on the other hand it has the lead role of public opinion. With the reality that people has become more and more think of their own health, Health coverage is an kind of essential reports in mass media. The paper uses literature review and content analysis research methods to find problems of hepatitis B in the “People’s Daily” reports. The paper also hope analyzed summarize the spread of China’s