健康传播视角下公共卫生事件中公众风险感知与行为的研究路径

Research Paths of Public Risk Perception and Behaviour of Public Health Events from the Perspective of Health Communication

风险感知是指人们对风险的态度和主观判断,受个人心理认知及社会文化因素的共同影响。在健康传播视角下,从公众这个核心主体出发,以风险传播和沟通为主要切入点,公共卫生事件中的公众风险感知与行为具有如下五个研究路径:多学科和多种方法结合建立研究范式、在个体层面探究公共卫生事件中的个体心理机制、在群体共性层面探究公共卫生事件中的群体行为、从社会文化角度探究公共卫生事件、引导公众情绪和行为的策略。未来的研究应围绕这五个研究路径,在理论、研究方法和应用领域三个方面进行创新和完善:用跨学科的视角整合宏观微观机制;结合大数据、心理学实证及计算机仿真方法进行综合性实证研究;以重大问题导向和全球化为视角,拓宽应用领域。

In the 21st century,the frequent occurrence of global public health incidents not only severely affects the public s psychology,but also poses serious challenges to public behavior and government crisis management.It is of great practical significance to study the mechanism of public risk perception and response behavior under public health events.In the new media environment,health communication studies from a multi-disciplinary perspective that integrates multidisciplinary theories contribute to the study of public risk perceptions,behavioral rules,and public emotional guidance in public health events.The public is the core subject in public health events.Different people s perceptions of public health events vary greatly,and their perceptions further affect their attitudes and behaviors.Based on the disciplines of public management and social psychology,the research on public risk perception and behavior of public health events from the perspective of health communication is an expansion and deepening.Researchers widely believe that public risk perception is the essential element that affects public risk response behaviors,and the research field of risk perception is also expanding.Based on the deficiencies and improvements of previous research,the article proposes the main paths of public risk perception and risk behavior under public health events research from the perspective of health communication.From the perspective of health communication,the study of public risk perception and behavior under public health events is a systematic and complete subject,with risk communication and communication as the core,including five research paths:multidisciplinary and multiple methods are combined together to establish research paradigms;the psychological mechanism in public health events is explored from the individual level;the group behavior in public health events is explored from the group commonality level;the public health events are explored from a sociocultural perspective;and strategies are identified to guide public emotions and behaviors.These five basic constituent elements,namely″source→message→channel→receiver→feedback″,comprehensively and systematically characterize the dissemination process of risk information.The risk information is first sent from the communicator,who communicate the risk information to people through interpersonal communication and media communication and then perceived and accepted by the public.The″5W″model takes into account the entire communication effect from the source to the audience,as well as the status and role of different subjects(such as government,media,and the public)in the communication process.It can be seen from the literature review that the existing research has involved all aspects of this process,but there are still some problems to be investigated,especially problems arising from the five research paths of health communication need to be broken through and solved.Surrounding these five research paths,relevant research from the perspective of health communication has important theoretical and practical significance.