新媒体时代下的烟草控制传播效果评估与策略建议

Effectiveness evaluation of tobacco control communications in the new media era

目的分析控烟微博传播的过程效果,提出新媒体时代下的控烟传播策略建议。方法利用中国人民大学公共传播研究所提供的2011年5月至2012年7月监测数据,从信息设计、关系互动等维度对卫生部"中国烟草控制大众传播活动"官方微博进行分析。结果 "中国烟草控制大众传播活动"两个官方微博的粉丝数量均超过万人,但活跃粉丝数量有待提高,其中"卫生部控烟传播活动"活跃粉丝仅占3.4%,"随手拍支持控烟"活跃粉丝占31.5%;"卫生部控烟传播活动"平均每天发布微博0.5条,"随手拍支持控烟"平均每天发布微博0.8条,信息发布数量与频率有待提高;两个官方微博的信息内容各有侧重,"卫生部控烟传播活动"输出最多的议题为"主题活动"(32.6%),"随手拍支持控烟"输出最多的议题为"无烟场所"(40.0%);两个官方微博的语言风格以中性为主,"卫生部控烟传播活动"使用的说服手段较多元,"随手拍支持控烟"多使用恐惧诉求(42.0%)和行为呼吁(32.0%)进行表达;两个官方微博的互动对象同质化程度高,转发及评论次数位列前10位的用户均为公共卫生领域的专业意见领袖。结论控烟主体可以从形象塑造、关系建设、信息发布、整合传播等方面进一步优化控烟微博。

Objective To evaluate the effectiveness of Microblog in tobacco control communication,and provide new media era strategies for tobacco control.Methods Data was provided by PCI from May 2011 to July 2012,and Microblog of Activities for Tobacco Control Communication were analyzed by content analysis and interaction assessment.Results The accounts of two official Microblog sites both had more than 10 000 fans.However the amounts of active fans were still small,3.4% in Activities for Tobacco Control Communication（ATCC）while 31.5% in Random Shot for Tobacco Control（RSTC）.ATCC posted 0.5 messages per day while RSTC posted 0.8.The quantity and frequency of information in official Microblog need to be raised.Each official Microblog site had its own emphasis,ATCC was more focused on theme activities（32.6%）while RSTC on tobacco free public place（40.0%）.Expression style of the two official Microblog site tended to be neutral.ATCC used multiple persuasion methods while RSTC preferred fear appeals（42.0%）or behavior appeals（32.0%）.Fans who interacted with the two official Microblog site tended to be homogeneous.The top 10 users were professionalleaders in public health field.Conclusion Tobacco control strategy should be optimized their Microblog site in image presentation,relation development,message release and integrated communication.