基于SERVQUAL模型下网络媒介在中学生性教育应用的SWOT分析

SWOT Analysis on the Application of Network Media in Sex Education among Secondary School Students Based on SERVQUAL Model

分析网络媒介在性教育中应用的可行性和不足之处,以期为提高有关网络平台的性教育能力提供科学依据。以SERVQUAL模型下网络媒介性教育为切入点,分析中学生对网络媒介性教育的有形性、可靠性、保障性、响应性、移情性方面的服务质量期望和实际感知,找出期望和实际感知服务间的差距。运用SWOT分析法评估当今利用网络媒介开展性教育所具备的优势与劣势,以及发展过程中所面临的机会与威胁。其中优势在于网媒拥有强交互性、技术性和易用性;劣势在于网媒质量堪忧、隐私泄露、内部规范与管理存在隐患;机会在于广泛的政策支持以及巨大的市场需求;威胁在于青少年媒介素养的缺乏以及家庭教育“本领恐慌”。建议应用于性教育的网媒要大力发展技术,迎合市场需求,遵守政策规范,整治行业乱象,正确宣传网媒,提高媒介素养,统一内部规范,消除错误认识。

To explore the feasibility and shortcomings of the application of network media in sex education and provide scientific basis for improving the sex education ability of related network platforms.Based on the SERVQUAL model,this paper analyzed the expectation and actual perception of service quality in terms of tangibility,reliability,assurance,responsiveness,and empathy of the network sex education platform among middle school students,and found out the gap between the expectation and the actual perceived service.The SWOT analysis me-thod was used to evaluate the advantages and disadvantages of using network media to carry out sex education,as well as the opportunities and threats in the development process.The advantage of network media lay in the strong interactivity,technology,and ease of use.The disadvantage lay in the quality of network media,privacy disclosure,and hidden dangers in internal norms and management.The opportunity lay in broad policy support and huge market demand.The threat lay in the lack of media literacy among teenagers and the"skill panic"of family education.It is suggested that network media used in sex education should vigorously develop technology,cater to market demand,abide by policy norms,rectify industry disorder,correctly publicize online media,improve media literacy,unify internal norms,and eliminate wrong perceptions.