突发公共卫生事件中的认知传播特点与经验

Characteristics and Experience of Cognitive Communication in Public Health Emergencies

21世纪以来,随着全球化的深入,公共卫生事件频发,人类对突发公共卫生事件的认知传播经历了一个不断完善、逐渐深入的过程,呈现出未知性、突发性、公共性兼具之特点。在重大突发公共卫生事件传播过程中,传播主体、传播内容、传播渠道、接受主体和传播效果相互协同,为营造全方位的立体舆论环境起到了至关重要的作用,传播主体多元化、传播内容多样化、传播渠道分众化、接受主体平等化、传播效果动态化,成为其突出特征。在2019年底突发的新冠肺炎疫情期间,国内传统媒体与新媒体同频共振、资源互补,涌现出诸多生动的传播案例,其中蕴含的诸如充分把握认知规律,及时、准确公布信息,视觉主导报道手段,理性普及防疫知识,议程设置引导舆论,塑造典型增强抗疫信心等宝贵经验,值得认真总结和升华。

Since the 21st century,with the deepening of globalization,public health events have occurred frequently.Human cognition of public health emergencies has experienced a process of continuous improvement and deepening,showing the characteristics of being unknown,sudden and public.In the communication process of major public health emergencies,the communication subject,communication content,communication channel,acceptor and communication effect cooperate with each other,which plays an important role in creating a comprehensive and three-dimensional public opinion environment.Diversification of communication content,decentralization of communication channels,equalization of receiving subjects,and dynamic communication effects have become its outstanding characteristics.During the outbreak of COVID-19 at the end of 2019,the domestic traditional media and new media resonated with each other and complemented their resources,and many vivid dissemination cases emerged,such as fully grasping the cognitive law,publishing information in time and accurately,adopting video-dominated reporting means;popularizing the knowledge of epidemic prevention rationally;setting the agenda to guide public opinion,shaping typical models to enhance public confidence and so on.Those characteristics and experience of cognitive communication in public health emergencies need to be summarized and sublimated properly.