新媒体时代健康科普讲座的转向与出路

The Shift and Way Out for Health Science Popularization Lectures in the New Media Era

当下,公众对健康的关注度空前提升,而一些机构开展健康科普讲座却举步维艰。总体来看,健康科普讲座发挥了重要作用,但在操作层面却面临现实挑战,涉及讲座目标、公众需求、交流方式、传播渠道、立足手段五大方面。新媒体时代健康科普讲座仍然是当下有效的健康教育手段,但需要对传统讲座方法赋予新的内涵,作出转向和调整。健康科普讲座应作出以下转向,一是对讲座目标的“大用”转向,跳出科普知识局囿,促进公众主动寻找健康知识和信息;二是对讲座内容的身心合一转向,站在身心角度设计课程,增进人们的社会支持,促进人与人的信任;三是对讲座效果的愉悦转向,打破对讲座效果的偏见,把带来愉悦、兴趣激发作为健康科普的重要目标;四是讲座者的“正业”转向,建立专业健康科普讲座队伍。具体到操作层面,健康科普讲座者要严进严出,打造讲座品牌;细分人群,组织同质受众;讲好故事,增强情感叙事;整体策划,做到全媒立体传播;科学评价,重视远期效果。

Currently,the public's concern for health has unprecedentedly increased,while some institutions find it difficult to carry out health lectures.Overall,health lectures play an important role,but they face some practical challenges at the operational level,involving lecture objectives,public demands,communication methods,dissemination channels,and foothold methods.In the era of new media,health science popularization lectures are still an effective means of persuasion today,but traditional lecture methods need to be endowed with new connotations,and made shifts and adjustments.Health science popularization lectures should make the following shifts.First,the lecture objectives should turn to extensive use,stepping out of the limitations of popular science knowledge,and promoting the public to proactively seek health knowledge and information.Second,the lecture content should turn to the integration of physical and mental,designing courses from the perspective of physical and mental,enhancing communication among people,and promoting trust between individuals.Third,the lecture effect should turn to enjoyment,breaking the prejudice against the lecture effect and taking the enjoyment and interest stimulation as the important goal of health science popularization.Fourth,the speaker should turn to professionalization,establishing a team of professional health lecturers.At the operational level,it is necessary to strictly control the entry and exit of health lecturers to create a lecture brand,segment the audience to organize homogeneous audiences,tell good stories and enhance emotional narration,plan holistically and achieve full-media three-dimensional communication,and scientifically evaluate and emphasize long-term effects.