湖北和浙江两地新冠肺炎疫情防控健康传播方式定性分析

Qualitative analysis on health communication approaches in responding to COVID-19 in Hubei and Zhejiang Provinces

目的 探讨新冠肺炎疫情防控中不同层级机构的健康传播方式,为今后的突发急性传染病应急健康教育工作提供参考。方法 采用半结构式访谈方法,分别在湖北和浙江两省选择省、县、乡镇/街道、村/社区从事健康教育的工作人员23人进行个人访谈,收集新冠肺炎疫情期间采用的健康传播方式。结果 2个省级机构均提到了网站发布、手机短信发送、微信公众号发布、电视滚动字幕播发等大众传播方式。2个县级机构除提到网站发布、广播电台播放、报纸专题宣传等大众传播方式外,还组织了重点场所宣传。4个乡镇/街道提到指导村/社区开展健康教育活动,并通过微信群发布健康教育相关信息;3个乡镇/街道组织了学校或企业等重点场所宣传,部分乡镇(2/4)还通过自有的新媒体账号发布健康教育信息。4个村/社区均通过社交媒体群发布消息,通过社区工作人员发放健康教育材料和开展面对面宣传,并利用音频设备持续播放音频材料。疫情初期和持续期时,两地均以大众传播和线上活动为主,而减少大范围的纸质材料印刷和发放;疫情防控常态化后,两地均增加了现场活动式的健康教育。结论 不同层级机构在疫情不同阶段,差异化地选择使用多种健康传播方式,满足公众健康信息需求。

Objective To understand the kinds of health communication approaches that health education entities from different level applied in responding to COVID-19 in order to provide evidence for health education on infectious diseases emergency in the future. Methods A total of 23 health education staffs from provincial, county, township and community-level entities in Hubei and Zhejiang provinces respectively were selected to receive a personal semi-structured interview with the outlines as health education materials developed for it, and activities implemented. Results Of the communication approaches implemented by the health education entities from different levels, two out of two provincial entities mainly mentioned mass communication approaches such as horizontal scrolling text on TV,publishing on website, using mobile short message services and WeChat official accounts. All of two county-level entities communicated health information at key sites besides using mass communication approaches such as publishing on website and in newspapers, broadcasting, etc. All the four township entities were inclined to communicate health information to village or community staffs through WeChat groups. Three out of four township authorities implemented health communication activities at key sites such as schools and factories, and some of them(2/4)also communicated health information through WeChat official accounts. At community level, all of them(4/4)passed massages through WeChat groups, face-to-face communication, handing out health education materials, and broadcasting with simple radio machines. In different stages of the emergency, health education staffs from 2 provinces all adjusted their approaches according to the main health problems and risks, using mass communication and online techniques at early days and increasing field activities at regular epidemic prevention and control periods. Conclusion The health education staffs in two provinces adopted a variety of flexible, accessible and targeted health communication approaches through multi-channels, and obtained wide coverage to different groups of people. This is a good practice of health education on infectious disease emergency.