从公众对大数据平台脊髓灰质炎疫苗和麻腮风联合减毒活疫苗的信息搜索探讨疫苗知识的健康传播策略

Exploring health communication strategies of vaccine knowledge from the public’s information searches for poliomyelitis vaccine and measles,mumps and rubella combined vaccine through big data platforms

目的分析公众对脊髓灰质炎(脊灰)疫苗和麻腮风联合减毒活疫苗(麻腮风疫苗)的信息搜索,探讨疫苗知识的健康传播策略。方法通过"百度搜索"和"宝宝知道"数据平台,收集2019年4月上旬公众对脊灰疫苗和麻腮风疫苗的搜索信息,采用文本挖掘和聚类算法,分析公众关注信息的频次和排序。结果公众对脊灰疫苗内容的关注度由高到低依次为疫苗不良反应、疫苗基本信息、疫苗接种方式和接种疫苗后注意事项;对麻腮风疫苗内容的关注度依次为疫苗基本信息、不良反应和接种方式。在疫苗安全性方面,公众同时关注疫苗接种后不良反应的类型和处理方式。结论公众对疫苗的搜索信息随疫苗不同而不同,疫苗知识的健康传播策略需精准化。

Objective To analyze the public’s information searches on poliomyelitis vaccine(PV)and measles,mumps and rubella combined vaccine(MMR),and explore health communication strategies relating to vaccine knowledge.Methods We used"Baidu Search"and"Baby Know"data platforms to collect search information on PV and MMR in early April 2019 to determine the frequency and ranking of public-focused information using text mining and clustering algorithms.Results Information requested on PV concerned,in descending order,vaccine adverse reactions,basic vaccine information,vaccination methods,and precautions after vaccination.Information requested for MMR concerned vaccine information,adverse reactions,and vaccination methods.The public was also concerned about types and management of adverse reactions after vaccination.Conclusion The public’s searches for vaccine information varied by vaccine;health communication strategies for vaccine knowledge need to be refined.