青岛市居民接触各类大众传播渠道及健康传播可及情况调查

Survey on Residents' Accessibility of Mass Communication Channels and Health Communication in Qingdao City

目的了解青岛市城市和农村居民接触各类大众传播渠道及健康传播可及情况。方法多阶段整群随机抽样、入户问卷调查≥15岁符合条件的居民,城市300人,农村304人。结果看电视:城市为97.2%,农村为96.7%;听广播:城市为40.2%,农村为6.7%;读报:城市为89.2%,农村为51.7%;留意宣传栏:城市为34.9%,农村为58.9%;留意广告或流动数字媒体:城市为43.0%,农村为33.9%;接受短信:城市为64.4%,农村为43.9%;上网:城市为38.6%,农村为6.0%;愿意参加宣传活动:城市为57.2%,农村为83.8%。定期收看电视健康节目:城市为11.8%,农村为5.2%;定期收听广播健康节目:城市为3.2%,农村为0.6%。居民主动获得健康信息来自卫生专业人员:城市为69.7%,农村为78.9%。"电视新闻+报纸新闻+宣传活动+短信"组合可及性:城市为98.6%,农村为94.0%。农村55岁以上的居民接触各类传播渠道比例低于其他年龄的居民。结论电视是青岛城乡居民可及性最高的传播渠道;在健康传播中联合应用多种传播渠道会更好的实现传播目标。

Objective To investigate residents＇ accessibility of mass communication channels and health communication in urban and rural area of Qingdao City. Methods Through muhi-stage cluster random sampling, the residents aged ≥ 15years （urban 300, rural 304） were investigated at home with self-design questionnaire. Results The rates of accessibilities of watching TV in urban vs rural area was 97.2% vs 96.7%; listening to radio 40.2% vs 6.7%; reading newspapers 89.2% vs 51.7%; paying attention to bulletin board 34.9% vs 58.9%; paying attention to advertisements 43.0% vs 33.9%; accepting message of mobile phone 64.4% vs 43.9%; accessing to interuet 38.6% vs 6.0%; willing to participate in education activity 57.2% vs 83.8%. Watching health programs on TV regularly 11.8% vs 5.2%; listening to health programs on radio regularly 3.2% vs 0.6%; getting health information on their own initiative from health professionals 69.7% vs 78.9%; accepting multiple channels of TV news plus newspaper, health education activity, and message of mobile phone 98.6% vs 94.0%. The rates of accessibilities of all the investigated communication channels in people aged ≥55 years were lower than those in any other people aged〈55 yrs in the rural area. Conclusion TV is the most accessible channel for residents in Qingdao City. Using multiple channels to meet extensive audiences＇ needs may be the better way to realize the goal of health communication.