健康传播研究常模:理论框架与学术逻辑——以“HINTS中国”调研项目为例

The Norms of Health Communication Research: Theoretical Framework and Academic Logic Based on the Chinese Health Information National Trends Survey

文章以健康传播研究为范本,建构了一个具有普遍示范意义的应用传播学的研究大纲和分析模式。健康传播的研究一般沿着两个维度展开:一是传播的效应维度,分为健康信息的触达与认知、健康观念的形成与演化、健康行为的启动与培育三个层次;二是传播的社会维度,分为微观个体性因素对健康传播与信息加工的影响、中观群体性因素对健康传播与信息加工的影响、宏观社会性因素对健康传播与信息加工的影响三个方面。文章基于发轫于美国的"健康信息全国趋势调查",并结合我们在中国HINTS调查所获得的研究经验,较为详尽地探讨了如何对调查数据进行深度价值挖掘,以及其所依照的十个相关理论模型的框架和范式。

This study builds a general guiding research outline and analysis model for applied communication research from health communication research perspective. Health communication research usually has two dimensions： one is on the communication effect, including exposure and perception of health information, formation and development of health beliefs, enablement and cultivation of health behavior. Another is about the influence on health communication and health information processing from individual-based attributes, meso social networks, and more macro social environmental factors respectively. This study discusses how to conduct in-depth survey data analysis and 10 related theoretical frameworks and paradigms based on the US Health Information National Trends Survey and our experience from the Chinese Health Information National Trends Survey.