突发公共卫生事件应急科普的传播策略研究

Research on Communication Strategies for Emergency Science Popularization in Public Health Emergencies

目的 了解公众对突发公共卫生事件应急科普的认识,探讨不同媒介在突发公共卫生事件应急科普中的作用,分析应急科普的传播策略,为应对类似事件的发生提供借鉴。方法 采用定性访谈的方法,对20位来自疾病防控与传播媒介领域的专家学者进行访谈。结果 受访对象对公共卫生事件的认识比较清晰,普遍认为突发公共卫生事件的影响和破坏力巨大,易引发群众恐慌情绪。在传播途径上,传统主流媒体具有较高的权威性、可信度和严肃性,但存在信息量少、受众量小、传播速度较慢、互动性欠缺的劣势,同时信息传播的针对性和精准性也不够,应通过运用新媒体平台、以多种传播方式加以补充。在科普内容方面,受访对象强调要尊重科学、实事求是,确保科学准确、切近百姓、直面问题;科普形式要多元化,并强化互动性,还要有侧重点。结论 突发公共卫生事件的应急科普应分阶段实施,以主流媒体为传播主渠道,建立应急科普协同机制,用好专家资源,提高新闻发布会的舆论引导力。

Objective To get the people’s experience in emergency science popularization in response to public health emergencies,explore the implementation principles of emergency science popularization in response to public health emergencies,analyze the dissemination strategies of emergency science popularization,and provide reference for responding to similar incidents.Methods Qualitative interviews were conducted with 20 experts and scholars in the field of disease prevention,amd control,and communication media area.Results The respondents had a clear understanding of public health incidents and generally believed that the impact and destructive power of sudden public health incidents are enormous,which can easily trigger panic among the public.In terms of communication channels,traditional mainstream media has high authority,credibility,and seriousness,but there are disadvantages such as limited information,small audience,slow dissemination speed,and lack of interactivity.At the same time,the targeting and accuracy of information dissemination are also insufficient.Therefore,new media platforms should be used to supplement them through various communication methods.In terms of popular science content,the interviewees emphasized the importance of respecting science,seeking truth from facts,ensuring scientific accuracy,being close to the people,and facing problems directly;the form of science popularization should be diversified,and interactivity should be strengthened,with a focus on key areas.Conclusion Emergency science popularization for public health emergencies should be implemented in stages,with mainstream media as the main channel of dissemination,establishing a collaborative mechanism for emergency science popularization,making good use of expert resources,and improving the public opinion guidance of press conferences.