新媒体控烟报道的呈现框架及其健康信念理论使用——以《无烟北京》《澎湃新闻》微信公众号为例

New Media’s Framework for Presenting Tobacco Control Reports and Its Use of Health Belief Theory:Taking the WeChat Official Account of “Smoke-Free Beijing” and “The Paper” as an Example

通过对《无烟北京》《澎湃新闻》两个微信公众号四年来控烟报道的内容分析,揭示新媒体控烟报道符号形式、内容框架、报道议题、行为主体等方面的基本特征,以及在控烟报道中健康信念理论使用的特点、规律与局限等。在此基础上,提出从报道内容,互动形式,新闻评论等方面优化新媒体控烟报道的内容呈现;根据受众特点细化威胁信息,增强感受严重性,选择合适的意见领袖,增强感知益处,发布积极信息,提升自我效能等方面来完善健康信念理论在控烟报道中的使用,以进一步增强控烟传播效果。

Analysis of the content of tobacco control reports on two WeChat official accounts,“Smoke-free Beijing” and “The Paper”,over a four-year period reveals the basic characteristics of the symbolic form,content framework,report topics,and actors of new media tobacco control reports,as well as the characteristics,rules and limitations of the use of health belief theory in tobacco control reports.Accordingly,the content presentation of new media reports on tobacco control is optimized in terms of report content,interactive format,and news commentary;the use of health belief theory in tobacco control reports is improved by refining threat information in line with audience characteristics,enhancing the severity of feelings,selecting appropriate opinion leaders,enhancing perceived benefits,releasing positive messages,and improving self-efficacy to improve the use of health belief theory,thereby further enhancing the effectiveness of tobacco control communication.