媒体融合背景下新疆居民健康传播现状调查与分析

Under the background of media convergence residents’ health communication present situation and the countermeasure analysis in Xinjiang

目的了解新疆居民健康传播现状,为“健康丝绸之路”的发展提供依据。方法采用整群抽样的方法选取新疆乌鲁木齐、昌吉、克拉玛依、塔城、和田五个地区的1850名居民开展健康传播问卷调查,将获得的资料进行整理分析。结果在1850名居民中,参加过健康传播相关活动1293人(69.9%),没有参加过健康传播相关活动557人(30.1%);居民获得健康信息的场所前三位依次为社区卫生服务中心1272人(68.8%)、公立医院968人(52.3%)、电视台653(35.3%)。居民希望获得的健康知识前3位依次是:传染病(62.5%)、心理健康(62.2%)、慢性病防治(53.0%);获得健康知识的途径主要为电视(77.0%)、计算机(互联网)(76.5%)、报纸、杂志或书籍(70.5%)。结论在媒体融合背景下,健康传播机构应一手抓融合,一手抓管理,不断在健康传播方式和内容上创新,从而推动健康传播全面发展,提高居民健康素养。

Objective To understand the current situation of health communication among residents in Xinjiang and to provide a basis for the development of the“Healthy Silk Road”.Methods Cluster sampling was used to select 1850 residents in Urumqi,Changji,Karamay,Tacheng and Hotan in Xinjiang to carry out health communication questionnaire survey,and the obtained data were analyzed.Results Among the 1850 residents,1,293(69.9%)had participated in health transmission related activities,while 557(30.1%)had not.The top three places where residents receive health information were community health service centers 1,272people(68.8%),public hospitals 968 people(52.3%)and television stations 653 people(35.3%).The top 3 health knowledge that residents want to acquire are infectious diseases(62.5%),mental health(62.2%),and chronic disease prevention and treatment(53.0%).The main sources of health knowledge are television(77.0%),computers(the Internet)(76.5%),newspapers,magazines or books(70.5%).Conclusion Under the background of media convergence,health communication organizations should focus on integration and management at the same time,and constantly innovate on the content of health communication mode,so as to promote the overall development of health communication and improve the health literacy of residents.