珠海市社区居民媒体关注现状分析

Analysis of Community Residents' Attention to Media in Zhuhai

目的了解珠海市社区居民对电视、报纸、互联网等大众媒体的关注情况。方法采用分层随机抽样方法抽取调查对象,运用自行设计的调查问卷进行调查。结果珠海市社区居民最关注的大众媒体是电视（89.06%）,其次分别是互联网（64.88%）与报纸（48.12%）;再次是杂志（26.58%）、公交媒体（12.55%）、户外广告（11.97%）以及电台广播（11.90%）。随着年龄的增长,居民对电视、报纸的关注呈递增趋势;关注互联网比例最高的是18~25岁的居民,且随着年龄增长关注减少。结论在今后利用大众媒体对公众进行健康教育宣传及健康知识传播时,应以电视、互联网、报刊为主,其他手段为辅,开展多渠道立体式宣传,结合目标人群关注的传播渠道不同制定不同的健康教育宣传方案,以达到最佳、最广覆盖的传播效果。

Objectives To learn about community residents＇ attention to mass media like tv,newpapers,internet,and so on.Methods Results Conclusion Methods Objects were selected through random cluster sampling and the survery was done among them through selt-designed questionaire.Results The citizens were most interested in tv（89.06%）,then the internet（64.88%）and the newspaper（48.12%）.The magazine（26.58%）,the public transportation media（12.55%）,the outdoor advertization（11.97%）and the radio（11.90%）were the least interesting to the residents.Residents＇ attention to tv and newspaper incresed as age grew.Residents of 18~25were the most interested in internet and the interest decreased with the growing of the age.Conclusions Tv,newspaper and magazine should be the main channel for the propaganda of health education and knowledge,with other mass media serve as supplements.Best result can be achieved through ways of designing different propaganda plan of health education for different targeting population.