宝鸡市传媒资源配置与健康传播效果的相关性

Correlation between configuration of media resources and effect of health communication in Baoji City

目的了解宝鸡市居民家庭传媒资源的配置和健康传播效果及二者关系。方法采用PPS随机抽样法抽取1 320个居民家庭,用统一设计的居民家庭传媒资源配置利用及健康信息传播情况调查问卷进行入户调查,对资源配置、传播效果及两者关系进行分析。结果城乡居民家庭电视、互联网配置差异有统计学意义（χ_（电视）-2=48.79,χ_（互联网）-2=45.85,P〈0.05）,健康信息传播效果在电视、互联网、中国移动通讯差异均有统计学意义（χ_（电视）-2=9.71,χ_（互联网）-2=21.90,χ_（中移动）-2=17.62,P〈0.05）。传媒资源配置与传播效果关系密切（r=0.682,P〈0.05）。结论传媒资源配置城乡不均衡,导致了健康传播效果差异明显,影响了健康教育与健康促进工作效果及公共卫生服务公平性。

Objective To understand configuration of media resources,effect of health communication in households and both relationship,in Baoji City. Methods By using PPS cluster random sampling,1 320 households were surveied by the questionnaire on configuration of media resources and effect of health communication,at the same time analysis. Resultes The media configuration on the Internet and TV have big difference（ χ_（TV）-2= 48. 79,χ_（internet）-2= 45. 85,P〈0. 05）,The effect of health communication on the lnternet,TV and China mobile communications have obvious difference（ χ_（TV）-2= 9. 71,χ_（internet）-2= 21. 90,χ_（mobile）-2=17. 62,P〈0. 05）,between rural and urban areas. Closely related to media resources distribution and the communication effect（ r = 0. 682,P〈0. 05）. Conclusion It has led to health communication effect is bigger difference,affecting the effects of health education and health promotion and public health service fairness,by the configuration of media resources is not equilibrium between rural and urban areas.