伟哥,一个中国版的大众传播创新扩散实践——基于健康传播观点之研究

The Innovation Diffusion Studies of Viagra in China: A Health Communication Perspective

伟哥,作为一项新药,在中国创新扩散已超过十年。一个创新的医药产品进行跨文化扩散,中国媒体是如何对待的呢?本文站在创新扩散论和健康传播理论视角,用内容分析法对十四年来报纸媒体对"伟哥"的报道进行了定量研究。研究发现,伟哥在中国十四年的发展,经历了一个完整的创新扩散过程。然而,专利纠纷、社会规范等社会体系成为跨文化创新扩散的障碍。另外一方面,作为医药新闻传播,报纸媒体报道体现了专业、权威,但准确性有待提高。

The author conducts quantitative study by content analysis on how the Viagra as a new drug was reported in Chinese media in the past 14 years with a perspective of health communication theory. The paper puts that the spread of Viagra in China represents the completed process of innovation diffusion.