健康传播的伦理审视

Ethical Scrutiny on Health Communication

健康传播与伦理有着密切的内在关联:健康传播的核心议题———健康问题,健康传播的价值目标———促进健康以及健康传播作为一种社会实践活动等都属于道德问题。健康传播面临的伦理问题非常复杂。医疗健康传播中由于医患信息不对称导致的道德风险和伦理难题。组织健康传播中政府健康信息的公开问题、健康信息宣传策略选择的道德两难、健康知识教育与健康道德教育的冲突。媒体健康传播中健康报道的信实问题、健康类节目和广告的诚信问题以及隐私保护问题是健康传播中的几类典型伦理问题。应对健康传播中的伦理问题,离不开伦理原则的指导。健康传播的基本伦理原则———信实、尊重和公益原则,是适用于健康传播各个领域、解决健康传播伦理问题的基本指导原则和道德准则。

Health communication is closely related to ethics.The core issues of health communication such as health issues and the value goal of health communication belong to moral issues which will promote health and health communication as a social practice.The ethical problems of health communication are more complicated than expected.Moral hazard and ethical problems may be caused by asymmetric information between doctors and patients in medical health communication.Problems may arise in the publicity of government health information.The moral dilemma may occur in selecting the channel and strategy of health information publicity and the conflict may arise between health knowledge education and moral health education in the process of organizational health communication.Typical ethical issues include the credibility of health reports,health programs and advertisements,and privacy protection in health communication.The ethical problems in health communication cannot be tackled without the guidance of ethical principles.The fundamental ethical principles of health communication,namely,the principles of faithfulness,respect and public welfare,are the basic guiding principles and moral norms applicable to all fields of health communication and helpful in solving ethical health communication problems.