新媒体与健康传播背景下信任度调查_郭秀芝.pdf

2013 年度中国健康传播大会优秀论文集 新媒体与健康传播背景下信任度调查 郭秀芝 孟祥山 刘然 王伟 （中国医科大学党委宣传部，健康报） 摘要： 当下，社会化媒体构建的网络社会逐步形成，健康传播仍然被多数 学者沉浸在小而化之的圈子里研究，海量的信息泥沙俱下，受众难以评判又有所 依赖，医疗机构和媒介“力不从心”，问题何在？传播，作为人的一种基本社会 功能，健康，作为人的一项基本权利，人类的未来，急需解决沟通的障碍，健康 传播任重道远，因为目前研究的学术局限，得出结论大多不能给现实问题带来明 确思路。本文通过传统的调查方式与在社会化媒体上的讨论式调查及兴趣深度访 谈相结合的方式，探究新媒体与健康传播背景下信任环境、信任度转向等规律， 试图解析变化规律，为解决当下现实问题供一些参考。 关键词：新媒体 健康传播 信任度 Abstract: In the moment, network society which is constructed in the social media has been formed gradually. Health communication is still studied by the most scholars who are i mmersed in the small circle which is going to disappear. Massive information which is like s edimentpours. It is difficult to judge for the audience, and they have to find something to rely on. Medical institutions and the media feel powerless. Whats wrong? Propagation is a basic human social function and health is a basic right as a human being. In the human’s future communication barriers need to be resolved.Thereis a long way to go for the health communication. The most of the conclusions failed to bring clear thinking for the reality because of the current limitations of academic study. In the paper, by using the combination of the traditional method of investigation, the discussed investigation on the social media and the deep interviews, the laws of the environment of trust and trust degree are explored under the background of new media and health communication. The purpose is to analyze variation and to provide some reference for the solution of the practical problems. Keyword：new media, health communication, trust degree 一、精彩而复杂的网络社会 新媒体是相对而言的概念，在本文中主要含义是当下手机终端和社会化媒体广泛应用。 2013 年，微软 73 亿美元收购诺基亚，百度 19 亿美元收购 91 无线，阿里巴巴 5.86 亿美元 入股新浪微博，浙报传媒 31.9 亿元收购边锋、浩方，百度 3.7 亿美元收购 PPS 视频业务， 博瑞传媒拟募资 10.6亿元收购漫游谷 70%股权……与传媒相关的并购风起云涌,在汹涌的互 联网浪潮中不断丧失原有优势的传统媒体开始觉醒并全力转型，