天津市健康大讲堂受众需求及特征分析

Analysis of the demands and characteristics of audience of health lecture in Tianjin

目的了解天津市健康大讲堂的现场观众、微信公众号线上观众以及一般社区居民(对照人群)的特征及需求差异。方法于2018年5—12月对大讲堂的现场观众、同期使用微信公众号进行学习的线上观众及对照人群以问卷调查的方式进行调查,调查内容包括一般人口学特征、大讲堂知晓途径、健康知识需求和对大讲堂微信公众号的建议等。采用IBM SPSS 20.0进行统计分析。结果现场观众与其他组相比,60岁以上中老年人居多(90.3%)、高中/职高/中专及以下学历占比居多(63.9%)、离退休人员较多(74.6%);线上观众以60岁以下(61.1%)居民、大专/本科及以上学历者(61.6%)、公务员/企事业单位人员(30.0%)相对居多。经对应分析发现,不同组别人群知晓大讲堂途径和感兴趣的健康知识类型也存在差异。微信公众号平台最受欢迎的传播健康知识的形式主要有文字(75.4%)、短视频(63.5%)、图片(61.6%)。结论大讲堂现场讲座与新媒体结合是分众传播的一个重要实践,应进一步根据居民的不同特征和需求以其偏好的形式,个性化宣传、"菜单式"选题,完善大讲堂活动。

Objective To understand the differences of the demands and characteristics among live audience of health lecture,online audience(the subscribers of the WeChat health lecture) and control group in Tianjin.Methods Live audiences,online audiences of Tianjin health lecture and control population were investigated by questionnaires from May to December in 2018.The main contents of questionnaire were demographical characteristics,health lecture awareness channels,health knowledge needs,suggestions on the WeChat lecture official account and so on.IBM SPSS 20.0 was used for statistical analysis.Results Compared to online audience and control group,live audience had larger proportion of people aged 60 years and above(90.3%),people with high school/vocational high school/secondary specialized school degree and below(63.9%),retirees(74.6%).Online audience had larger proportion of people under 60 years(61.1 %),people with college/undergraduate degree and above(61.6%),civil servants/enterprises and institutions(30.0%).According to the correspondence analysis,there were also differences among different groups in the ways of knowing lectures and the types of health knowledge they were interested in.The most popular forms of health education on WeChat official account platform were text(75.4%),short video(63.5%) and picture(61.6%).Conclusion It is an important practice of focus communication that Tianjin health lecture program combined live lecture and new media platform in health education.Tianjin health lecture should further develop personalized publicity and topic selection,according to residents’ characteristics and demands.