西安市传统纸媒无偿献血舆情分析

Public Opinion Analysis of Traditional Print Media on Voluntary Blood Donation in Xi'an

目的分析西安市传统纸媒无偿献血新闻报道舆论情况,为无偿献血宣传及危机应对提供依据。方法将报道转化为单元,采用内容分析法分析纸媒对无偿献血的报道情况。结果共收集报道274篇,主流报刊占89.7%;正向报道占82.9%;采供血机构为新闻源头的占58%;世界献血者日占节日报道的76.1%;危机报道主要为血荒(缺血)、血费报销等。结论传统纸媒因其公信力及本土价值方面的优势,是无偿献血宣传的基本媒介之一。采供血机构应注意丰富宣传内容,增加宣传方式。无偿献血负面舆论不可避免,采供血机构应积极应对,运用科学的传播策略化解危机。

Objective To analyze the public opinion of traditional print media on unpaid blood donation in Xi'an,to provide evidence for blood donation publicity and crisis response.Methods The report was converted into unit and the print media's report on unpaid blood donation was analyzed by content analysis method.Results A total of 274 reports were collected,with mainstream newspapers accounting for 89.7%.Positive reports accounted for 82.9%.Blood collection and supply organizations of the news sources accounted for 58%.World Blood Donor Day accounted for 76.1%of holiday reports;and crisis reports mainly covered blood shortage,blood expense reimbursement,and etc.Conclusion Traditional print media is one of the basic media for the publicity of voluntary blood donation due to its advantages of credibility and local value.Blood collection and supply organizations should pay attention to enrich the propaganda content and increase the propaganda way.The negative public opinion of voluntary blood donation is inevitable,and the blood collection and supply organizations should actively respond to it and use scientific communication strategies to resolve the crisis.