新型冠状病毒肺炎媒体议程设置理论的应用及效果

Application and effectiveness of media agenda-setting theory for COVID-19

目的探讨大众传播学议程设置理论在新型冠状病毒肺炎(新冠肺炎)媒体应急响应中的应用及效果。方法确定议程设置主要内容,用采访次数、媒体数量和报道刊发数量等指标评价传统媒体传播效果。用阅读次数和阅读人数等指标评价微信和微博等新媒体传播效果。进一步用篇均阅读次数、篇均阅读人数和打开率指标,对公布病例活动轨迹的传播效果进行评价;用访问次数和访问人数评价疫情服务平台的传播效果。绘制深圳市新冠肺炎病例流行曲线,分析议程设置与流行趋势的关系。结果在2019年12月25日至2020年3月19日期间,在新冠肺炎防控不同阶段适时设置了媒体响应议程,实现了与媒体和公众的主动沟通。传统媒体方面的新冠肺炎相关报道806篇次,其中电视、广播和报纸分别为340、314和152篇次,电视和广播的影响力较高。新媒体方面,微信发文数(343篇)少于微博(926篇),但微信的阅读人数(5072.6万人)明显高于微博(516.5万人)。公布病例活动轨迹有关微信文章的篇均阅读次数(70.6万次)和篇均阅读人数(53.9万人)是所有类型中最高;基于微信的疫情服务平台访问次数,疫情查询(27.9万人次)和疫情信息(22.0万人次)居前。结论基于议程设置理论的新冠肺炎媒体应急响应可实现与媒体和公众的主动沟通;与传统媒体比较,新媒体尤其是微信的传播影响力最值得重视;公众对疫情的需求最大,但更深层次的发病信息,即公布病例活动轨迹提高了新冠肺炎全社会应急响应水平。

Objective To explore the application and effectiveness of the agenda-setting theory of mass communication in emergency response for COVID-19.Methods The main contents of agenda-setting in media emergency response for COVID-19 were accordingly identified.The numbers of interview and media,the amount of news published were adopted to evaluate the effect of traditional media.The overall communication results of new media including WeChat and Weibo(a SINA Microblog service)were evaluated by using numbers of views and readers.The average views per news,average number of readers per news and rereading rate were further calculated to evaluate the agenda-wise effectiveness in releasing the activity tracks of confirmed cases.The epidemic service platform was evaluated based on the number of visits and visitors.An epidemic curve of COVID-19 in Shenzhen was used to explore the relationship between agendasetting and epidemic trend.Results In the stage of ministerial,during the period from December 25,2019 to March 19,2020,municipal and provincial responses for COVID-19 control and prevention,the media response agenda was set at a proper time,facilitating voluntary communications between media and the public.In terms of traditional media,of the 806 reports published on COVID-19,340 were on TV,314 through the radio,and 152 in the newspaper.It can be observed that TV and radio were the most significant in communication.In terms of new media,despite the fact that the number of published articles on WeChat(343 articles)was less than that on Weibo(926 articles),the views of WeChat(50.726 million)was much higher than those of Weibo(5.165 million);WeChat articles intended to reveal the activity tracks of confirmed cases had the highest average views per article(706 thousand views)and average readers per article(539 thousand).With respect to the views of epidemic service platforms based on WeChat,epidemic query(279 thousand times)and epidemic information(220 thousand times)were top-ranked.Conclusion The COVID-19 media emergency response based on the agenda-setting theory is beneficial for fostering voluntary communication between media and the public.The new media,especially WeChat,has the most compelling impact to the public.Because of the biggest demand on the epidemic information for the public,more precise message about confirmed cases released has improved the emergency response towards COVID-19 in the whole society.