《生命知识》核心信息及相关行为改变定性调查与传播策略研究总体报告

General report on qualitative research on correlative behaviors change and communication strategies for core messages of facts for life(FFL).

目的:了解我国农村育龄妇女及其家庭成员对《生命知识》核心信息的掌握及其相关行为状况,分析行为改变的影响因素,确定《生命知识》传播策略。方法:定性与半定量研究相结合,对广西、西藏、重庆3省(市)进行系统的资料收集和抽样调查。结果:各地目标人群对《生命知识》核心信息的了解和相关行为改变状况存在差异,与当地的经济状况、生活习惯、妇幼保健服务的提供、以往《生命知识》信息的传播及自身的文化水平、社会接触程度等有密切关系。结论:根据当地特点,采用大众传播与人际传播相结合、多部门合作、教育与服务相结合的综合传播策略,是新时期传播《生命知识》核心信息的基本策略。

Objective： To assess the status of knowledge of FFL core messages of rural women with child - bearing age and their family members, analyse influential factors on their correlative behavior change, so as to develop communication strategies on FFL. Methods： By qualitative study combining with semi - quantitative survey, a systematic investigation and sampling field survey were conducted in 3 provinces （city）, namely Guangxi, Tibet and Chongqing. Results： The target groups had differences in understanding and correlative behavior change of core messages of FFL, the main influential factors were local economic situation, customs and living habits, health service provided, the former situation of FFL communication, their education level and how they get contact with the external society. Condusion： According to local characteristics, adopting the comprehensive strategy of combined interpersonal communication with mass media, cooperating multi -departments, and combining IEC with health services should be the basic communication strategy for core messages of FFL.