劝服知识模型在健康传播领域的应用——以合肥市垃圾分类公益广告为例被引量：1

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摘要为了解全国试点城市之一的合肥市垃圾分类公益广告(以下简称PSAWS)的实施情况,以健康传播研究为论述背景,应用劝服知识模型分析PSAWS并进行调查.调研结果显示,在劝服努力和劝服情节方面,受众最希望通过健康传播渠道中的互联网(手机、电脑)获取PSAWS,最容易接受的表现形式是“实景真人类”,最感兴趣的内容是“垃圾不分类的危害”,最感兴趣的拍摄情节是“示范分类”;在劝服应对行为方面,经过赋值后发现,不足两成的受众对PSAWS具有积极的应对行为,四成的受众则具有消极的应对行为.

作者秦美婷杨丽娟潘磊

机构地区中国科学技术大学人文与社会科学学院

出处《现代传播（中国传媒大学学报）》 CSSCI 北大核心 2019年第10期77-84,共8页 Modern Communication(Journal of Communication University of China)

基金国家社科基金项目“互联网时代中国社会健康信息搜寻行为的传播研究”(项目编号:13BXW038)的研究成果

关键词健康传播劝服知识模型垃圾分类公益广告

分类号 G63 [文化科学—教育学]

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参考文献1

1秦美婷,秦一平.天津和重庆居民健康信息素养与媒介接触之调研结果和比较分析[J].现代传播（中国传媒大学学报）,2016,38(8):35-40. 被引量：10

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