融媒体时代宁波市居民健康科普服务需求分析

Demand Analysis of Health Science Popularization Services for Ningbo Residents in the Era of Media Convergence

为了解融媒体时代背景下宁波市居民对健康科普服务的需求,以网络形式对宁波市居民进行问卷调查,并为健康科普工作有效开展提供合理建议。调查结果显示绝大多数调查对象对健康科普知识感兴趣;调查对象最为关注的健康科普话题前三位分别为养生保健知识、疾病防治和识别、食品安全;愿意接受的资讯形式前三位分别为短视频、资讯文章、电子书;获取渠道前三位分别为微信公众号、短视频平台、微博;最信赖的来源是权威专家机构媒体撰写的。可见,健康科普内容需求趋于“治未病”,媒体融合是发展趋势,高质量传播是关键。因此,政府应主导建立健康科普团队,打造统一的科普平台,开展精准健康科普。

In order to understand the needs of Ningbo residents for health science popularization services under the background of media convergence era, an Internet questionnaire survey was conducted among Ningbo residents, and reasonable suggestions were provided for the effective development of health science popularization. The results showed that most respondents were interested in health science knowledge. The top three health science topics most concerned by the respondents were health care knowledge, disease prevention and recognition, and food safety. The top three acceptable forms are short videos, information articles and e-books;the top three channels were we-chat public account, short video platform and Weibo. The most trusted sources are those written by authoritative experts/institutions/media. It can be seen that the demand for health science content tends to “prevent disease”, media integration is the development trend, and high-quality communication is the key. Therefore, the government should lead the establishment of a health science popularization team, build a unified science popularization platform, and carry out accurate health science popularization.