利用新媒体平台开展健康传播SWOT分析

SWOT analysis of health communication by new media

目的分析归纳新媒体健康传播的优势、劣势、机遇和挑战,为其健康发展提供依据。方法以关键词检索筛选出62篇文献,采取内容分析和文献研究相结合的方法,对新媒体健康传播SWOT要素在文献中出现频率进行统计分析。结果超过40%的研究认为新媒体具备更利于健康信息的快速传播,使健康信息的内容融合性增加,使健康传播效能和效率更高等优势;也有信息质量难以保证,权威性不够,过度包装和营销,使得伪专家大行其道,虚假信息泛滥,专业人员的缺乏,受众缺失等劣势;超过40%的研究认为现代化变革、信息技术革命、潜在的商业机会参与、传统媒体的缺陷、社会经济发展等给新媒体健康传播发展带来机遇的同时,也存在监管适当非常困难,保护知识产权等方面的巨大挑战。结论新媒体既需要注意积极发挥自身的优势,把握社会发展机遇,也要尽量克服和回避自身劣势,积极直面和应对挑战。

Objective To analyze and summarize the advantages,disadvantages,opportunities,and challenges of health communication using new media,so as to provide basis for the healthy development thereof.Methods 62 documents related to the SWOT analysis of health communication by new media were selected by keyword retrieval,and the methods of content analysis and literature research were combined to sort out and count the SWOT ele⁃ments,including strength,weakness,opportunity,and threat.The contents with high frequencies of reference were selected as basic SWOT elements.The numbers of literatures giving specific evaluation were counted.Results More than 40%of the studies believed that new media are more conducive to rapid dissemination and higher con⁃tent integration of health information,and help to make health communication more effective and efficient,and deemed that there were also disadvantages,such as difficulty to guarantee the quality,insufficient authority,and ex⁃cessive packaging and marketing,thus making pseudo-experts propagate their belief on a large scale,and false in⁃formation flood everywhere.In addition,there were other defects:lack of professionals,loss of audience,etc.More than 40%of the studies believed that even though modern change,information technology revolution,potential busi⁃ness opportunities to participate,traditional media defects,socio-economic development,etc.had brought opportuni⁃ties for the healthy communication by new media,exist still great difficulties in regulation,protection of intellectual property rights and other huge challenges.Conclusion New media not only have their superiorities to promote health communication which need to be brought into full play,but also show their disadvantages which are to be overcome.