“独白”转向“对话”:基于IDEA框架的政府健康风险信息发布策略效果研究

Shifting from Monologue to Dialogue:Effects of the IDEA Model for Designing Effective Government-Initiated Health Risk Communication Strategies

【目的/意义】本研究明确区分了两类政府风险信息发布策略,即以传播者为中心的“解释”策略和以信息为中心的IDEA风险传播模型。【方法/过程】通过一项以长生生物疫苗事件为风险背景的随机实验,探索不同信息发布策略对公众关于国产疫苗的风险感知、态度和行为意向的影响。【结果/结论】研究发现,相较于“解释”策略,政府监管部门如若采用IDEA框架,能够有效降低公众对国产疫苗的风险感知,并提升其风险接受度和行为意向;两类策略的效果差异主要源自“解释”策略造成了公众对国产疫苗负面认知的加深和行为决策的趋于保守;此外,信息发布策略与人口统计特征之间并无显著的交互效应,即IDEA框架可满足来自多元文化群体的差异化信息需求。【创新/局限】为“独白”到“对话”的风险传播转向提供了可靠的实证基础,也首次在中国本土风险语境下证实了IDEA模型的有效性和跨文化可移植性,对公共健康风险下政府信息发布策略的制定和执行具有积极的指导意义。

【Purpose/significance】This study explicitly distinguishes between two distinct risk communication strategies used by government regulatory authorities(i.e.,the communicator-centered"explanation"strategy and the message-centered IDEA model).【Method/process】Immediately after the Changsheng substandard vaccine incident,a post-test only quasi-experimental crosssectional survey research design was employed to examine the differential effects of regulators'instructional messages on the public's risk perceptions,risk acceptance,and behavioral intentions regarding domestic vaccines.【Result/conclusion】Results indicate that compared to the explanation-based strategy,the IDEA model is significantly more effective in reducing individuals'risk perception,increasing their risk acceptance,and sustaining their intention to consume and positively evaluate domestic vaccines.The differential effect derives mainly from the explanation-based strategy leading to a deepened negative perception of domestic vaccine associated with a more conservative behavioral intention.In addition,the interaction effect between communication strategies and demographic characteristics shows no significance that the IDEA model does not need to be tailored to meet the information needs from multicultural groups.【Innovation/limitation】The findings not only render a reliable empirical basis for upholding the shift from"monologue"to"dialogue"in risk communication,but also confirms the validity and cross-cultural generalizability of the IDEA model in the risk context of China.Practical implications for government regulators and risk communicators are also discussed.