传播学视角下中国彩票购买者心理不健康成因及对策的研究

Research on Mechanism and Countermeasure for the Unhealthy Psychology of Lottery Players in China under the Perspective of Communication

采用布雷多克"7W"模型作为分析框架,以传播学为视角,研究了当前我国包括彩票在内的各种博彩参与者心理不健康成因及对策。研究发现,各个博彩传播主体——彩票发行机构、博彩报道媒体,尤其是非法博彩庄家和博彩诈骗组织,借助各种传播手段和渠道,进行了大量专业、系统和精确的不良传播,而良性传播则明显不足,结果强化了博彩参与者的不健康心理,传播等方面行政失误进一步加剧了这一问题。同时,传播方面公立彩票对非法博彩处于劣势地位,博彩参与者偏好后者甚于前者。对策:彩票发行机构与博彩报道媒体顺应形势加强彩票的良性传播,执政者采纳其他领域的经验、发挥民间组织和个人的传播优势、从严控制彩票广告宣传内容与渠道等;特别指出,网络或电话销售彩票的政策应当叫停。

Taking the 7W model by Braddock as analyzing frame,in the perspective of communication,this paper studies the mechanism and countermeasure for the unhealthy psychology of gamblers in China.The result shows that all the gambling communication subjects：lottery issuing agencies,gambling report media,especially the illegal gambling dealers and gambling fraudsters conduct much expert,systematic and accurate malignant communication and little benign communication by variety of means and channels.It aggravates the unhealthy psychology of gamblers,and policy failures make it even worse.Meanwhile,public lottery is inferior to illegal gambling in communication and gamblers prefer the latter than former.It suggests that lottery issuing agencies and gambling report media should strengthen the benign communication.Government should adopt experience in other area,exert the advantage of the NGOs and individuals in communitarian and strictly control the content and channel of the ad on lottery.In particular,the policy of permitting selling lottery by internet or telephone should be banned.