摘要
目的调查上海市居民健康信息需求和媒介使用习惯,探析全媒体时代精准健康传播的对策,为提升健康传播和健康促进效果提供有益参考。方法采用分层随机抽样的方法于2022年初选择上海中心城区、近郊、远郊的社区、企业、事业单位、高校等场所的2025名居民进行问卷调查。结果调查对象需求度最高的健康信息类别分别是卫生服务、健康行为指导和疾病防治;获取健康信息最主要的传播渠道依次是微信(公众号、微信群等)、单位和学校等组织内部的通知、主流媒体和政府官方网站或APP;最感兴趣的健康信息传播形式依次是视频/动画/短视频、图片/海报/图表/漫画、医生/专家咨询指导。不同性别、年龄段、职业调查对象的健康信息需求、获取渠道和传播方式差异有统计学意义(P<0.05)。结论上海市居民对健康信息的需求度普遍较高;不同受众群体的健康信息需求、传播渠道、传播形式、使用习惯等有显著性差异;应开展差异化的精准健康传播。
Objective To investigate the health information needs and media usage habits of Shanghai residents,and explore the accurate health communication countermeasures in the all-media era,so as to provide the useful reference for improving health communication and health promotion effects.Methods In the beginning of 2022,2025 residents from communities,enterprises,institutions,colleges and universities in Shanghai central urban area,suburbs,and outer suburbs were selected by stratified random sampling to conduct a questionnaire survey.Results The categories of health information with the highest demand were health services,health behavior guidance,and disease prevention and control;the main communication channels for obtaining health information were WeChat(official account,WeChat group,etc.),internal notices of organizations such as units and schools,and mainstream media and official government websites or APP;the most interesting forms of health information dissemination were video/animation/short video,pictures/posters/charts/comics,and doctor/expert consultation and guidance.There were statistically significant differences(P<0.05)in the health information needs,access channels,and dissemination methods among survey subjects of different genders,age groups,and occupations.Conclusion Shanghai residents generally have a high demand for health information.There are significant differences in the health information needs,dissemination channels,dissemination forms,and usage habits among different audience groups.Therefore,differentiated and precise health communication should be carried out.
作者
曾艺
孙艺
李圆圆
钱海红
Zeng Yi;Sun Yi;Li Yuanyuan;Qian Haihong(Health Communication Institute,Fudan University,Shanghai 200032,China;Shanghai Municipal Center for Health Promotion,Shanghai 200040,China)
出处
《健康教育与健康促进》
2024年第2期117-121,共5页
Health Education and Health Promotion
基金
上海市公共卫生体系建设三年行动计划重点学科建设项目(GWV-10.1-XK14)。
关键词
健康信息需求
媒介使用习惯
精准健康传播
居民
Health information needs
Media usage habits
Precise health communication
Resident
