行为理论和受众反馈在新媒体健康教育中的应用效果

Effect on the application of behavior the ory and audience feedback in new media health education

目的 本研究以微信平台进行婴幼儿口腔健康教育为例,探讨基于健康行为理论和受众反馈来设计新媒体健康教育内容并进行过程评估。方法 数据来源于微信群中母亲关于婴幼儿口腔健康话题的聊天记录。在描述不同干预阶段内容设计的基础上,采用社会网络分析方法,基于话题讨论内容构建“口腔话题-参与者二模网络”,并分别进行中心性分析和局部网分析,以了解受众对话题的关注变化和行为变化。结果 将健康信念模式各要素和婴幼儿口腔健康知识和技能进行整合,形成第1阶段干预内容。根据话题的重要程度确定了第2阶段的干预主题,并强调了对行为理论中障碍因素的应对。在整个干预过程中,母亲不仅关注了口腔健康行为,其关注点还从口腔发育问题向龋病转移,说明受众逐渐关注到目标健康问题。部分母亲在刷牙行为与停夜奶行为上的变化,提示受众健康行为有所改善。结论 本研究揭示了新媒体健康教育的内容设计和受众行为变化过程,该过程可以为今后的健康教育活动提供参考。

Objective To explore how to design and conduct process evaluation on new media health education based on health behavior model and audience feedback using the case ofthe infants′ oral health education in WeChat platform.Methods Data was from the chat history of oral health-related topics discussion in WeChat group.On the basis of describing the content design of different intervention stages,the social network analysis was used to construct the "oral topic-participant bimodal network" based on the topic discussion content,and the centrality analysis and local network analysis were carried out respectively to understand the audience′s changes in attention of the topic and in behaviors.Results In contents design process,the components of Health Belief Model and infants oral health knowledge and skills were integrated to generate contents of the first stage intervention.Themes of the second stage intervention was determined by importance of the topics in the first stage,and coping skills for barriers wasalso emphasized.In addition to paying attention to oral health behaviors,mothers moved their attention from oral development to caries,indicating that the audience gradually paid attention to the target health problems.The changes in tooth brushing behavior and night feeding practice behavior among some mothers suggestedthe improvements of audience′s health behaviors.Conclusion This study indicated the change process of content design of new media health education and of audience′s behaviors,which can provide reference for future health education programs.