2020年初新型冠状病毒感染疫情相关图文信息浏览量影响因素分析

Analysis of the influencing factors of the page views of graphic and textual information related to COVID-19 pandemic in early 2020

目的对2020年初通过网络视听平台官方微博发布的新型冠状病毒感染疫情相关图文信息浏览量及其影响因素进行分析,为提高突发公共卫生事件中健康类图文信息水平,扩大传播效果提供依据。方法以2020年2月9日-4月28日北京市疾病预防控制中心在网络视听平台官方微博发布的253篇疫情相关图文信息为研究对象,使用秩和检验分析和比较不同疫情阶段,不同标题类型和句式,不同内容主题和形式图文信息的浏览量,并采用二分类Logistic回归分析探索图文信息浏览量的影响因素。结果253篇疫情相关图文信息总浏览量为902.55万次,中位数为0.50(0.39~5.59)万次,单篇最高浏览量为25.12万次,最低浏览量为0.32万次。疫情的不同阶段、标题句式、内容主题是图文信息浏览量的主要影响因素。疫情第二阶段(2月29日~3月30日)的图文信息浏览量高于第一阶段(2月9日-2月28日)的浏览量(OR=3.184,95%CI:1.371~7.392,P=0.007),疫情第三阶段(3月31日-4月28日)浏览量低于第一阶段(OR=0.252,95%CI:0.072~0.884,P=0.031);标题句式为疑问句的浏览量高于陈述句(OR=4.381,95%CI:1.163~11.989,P=0.004);科普指导类(OR=21.258,95%CI:6.296~71.783,P<0.001)、政策解读类(OR=189.604,95%CI:31.760~1131.936,P<0.001)、防控指南类(OR=11.731,95%CI:3.148~43.718,P<0.001)图文信息的浏览量高于病例信息类图文信息的浏览量。结论突发公共卫生事件发生后,专业部门与权威媒体合作开展健康传播,把握公众关注高涨的阶段,使用更有吸引力的标题句式,满足公众对健康信息的需求和关切,可以扩大健康传播的效果。

Objective To analyze the page views of graphic and textual information and their influencing factors released through the official Weibo of the online audio-visual platforms during the early stage of the epidemic,and to provide evidence for improving the level of health-related graphic and textual information in public health emergencies and expanding the effect of dissemination.Methods A total of 253 epidemic-related graphic and textual information were included in our research which were published by the Beijing Center for Disease Prevention and Control on the official Weibo of the online audio-visual platforms from February 9 to April 28,2020.The Rank sum test was used to compare the page views of graphic and textual information in different stages of the epidemic,with different headline types and sentence patterns,with different content themes and forms,respectively.And the binary logistic regression analysis method was used to explore the influencing factors of page views of graphic and textual information.Results The total number of page views of the 253 epidemic-related graphic and textual information was 9025500 times,with a median of 5000(3900-55900)times.The highest number of page views was 251200 times and the lowest number of page views was 3200 times.Different stages of the epidemic,title sentence patterns and content themes were the main influencing factors of page views of graphic and textual information.In the second stage of the epidemic(February 29 to March 30),the number of page views of graphic and textual information was higher than that in the first stage(February 9 to 28)(OR=3.184,95%CI:1.371-7.392,P=0.007).In the third stage(March 31 to April 28),the number of page views was lower than that in the first stage(OR=0.252,95%CI:0.072-0.884,P=0.031).The page views of graphic and textual information with interrogative sentences titles were higher than those with declarative sentences(OR=4.381,95%CI:1.613-11.989,P=0.004).The page views of popular science guidance(OR=21.258,95%CI:6.296-71.783),policy interpretation(OR=189.604,95%CI:31.760-1131.936),and prevention and control guidelines(OR=11.731,95%CI:3.148-43.718)were higher than those of case information(P<0.001).Conclusions After the occurrence of public health emergencies,professional departments cooperate with authoritative media to carry out health communication,grasping the stage of rising public attention,using more attractive title sentences,and meeting the public’s needs and concerns for health information,which can expand the effect of health communication.