基于公众视角的风险沟通信息获取与效果分析

Information acquirement and effect analysis of risk communication based on public view

目的基于2018年初季节性流感流行事件,对突发公共卫生事件风险沟通中信息传播效果进行评估。方法 2018年1～3月,对广东省2 529人进行关于公共卫生风险认知与行为现状的网络问卷调查,运用SPSS 19.0和Excel软件分析数据。结果公众被动获取信息主要来源于电视(61.65%)、网络或新媒体推送(61.30%)、家人朋友等相传(53.46%);流感关注程度高的人群更容易产生主动搜索行为(OR=8.257),有自身或周围人患流感经历对信息主动搜索行为影响显著(OR=2.333,1.781),学历为本科以下人群主动行为比例较高(OR=2.306),知识得分与搜索行为呈现正相关性(OR=1.096)。结论相关部门应对农村地区、受教育程度较低的群体以多种媒介进行风险信息传播、宣传和教育;对于流感等辨识度较低的传染病,应该强调症状的特点,增加针对性药物的相关信息宣传;提高网络媒体信息内容的科学、权威和准确性,及时引导公众的认知和理性的防治行为。

Objective To assess the effectiveness of information dissemination during risk communication of public health events such as seasonal influenza in early 2018. Methods The snowball sampling method was used to randomly select 2 529 residents in Guangdong Province for a self-designed online questionnaire survey in terms of risk cognition and behavior for public health events from January to March,2018.SPSS 19.0and Excel were used for data analysis. Results Participants acquired information mainly from television(61.65%),internet or new media(61.30%)and family or friends(53.46%).Subjects with high concern about influenza were more likely to actively search for related information(OR=8.257),especially those had influenza before or were exposed to patients with influenza(OR=2.333,1.781).More people with under bachelor degree had higher information demands(OR=2.306),and there was a positive correlation between knowledge score and active searching behavior(OR=1.096). Conclusions Relevant departments should use various media to spread risk information especially among people in rural areas and people with lower education.For less recognizable infectious diseases such as influenza,it is necessary to emphasize the characteristics of the disease symptoms and to enhance the information dissemination about the targeted drugs.Public risk awareness and disease prevention should be improved via scientific,authoritative and accurate information of online media.