中国援柬埔寨中医抗疫医疗队中医药传播效果评价研究

Study on the Evaluation of the Dissemination Effect of Traditional Chinese Medicine by the China-Cambodia TCM Anti-Epidemic Corps

目的综合评价中国援柬埔寨中医抗疫医疗队中医药传播效果。方法应用国际传播“能力-效力型”效果评估框架,结合医疗队工作情况,从传播能力与传播效力两个维度综合评价医疗队中医药传播效果。传播能力维度,根据医疗队在柬埔寨工作一年的业务数据资料,评价医疗队中医药传播宏观表现。传播效力维度,根据国际传播效果评估理论,设计包含知识、态度、行为、满意度四个方面的传播效力调查问卷,面向柬埔寨当地民众发放,共发放问卷500份,有效回收388份,有效回收率77.6%。使用配对样本t检验分析医疗队在柬埔寨工作前后受众在中医药知识、态度、行为方面的变化。结合满意度评价,分析援外医疗队中医药传播微观效果。结果传播能力方面,中国援柬埔寨中医抗疫医疗队传播基础佳、传播渠道广、传播覆盖率高、受众粘性好。传播效力方面,受众对中医药的知识、态度、行为在医疗队工作前后均发生显著变化(P<0.01),满意度得分为4.227分。

Objective To comprehensively evaluate the dissemination effect of Traditional Chinese Medicine(TCM)by the China-Cambodia TCM Anti-Epidemic Corps.Methods Applying the international dissemination"ability-efficiency"framework,combined with the work situation of the medical team,the dissemination effect of medical team was comprehensively evaluated from two dimensions of communication ability and communication effectiveness.In terms of dissemination ability,the macro performance of TCM dissemination by medical team was evaluated according to the business data of medical teams working in Cambodia for one year.In terms of dissemination effectiveness,according to the international dissemination effectiveness evaluation theory,a dissemination effectiveness questionnaire was designed and distributed to the local people in Cambodia,including knowledge,attitude,behavior and satisfaction.A total of 500 questionnaires were distributed,and 388 were effectively recovered,with an effective recovery rate of 77.6%.The paired sample t-test was used to analyze the changes in TCM knowledge,attitude and behavior of the audience before and after the medical team worked in Cambodia.Combined with the satisfaction evaluation,the microcosmic effect of TCM dissemination by the Corps was analyzed.Results In terms of dissemination capacity,the China-Cambodia TCM Anti-Epidemic Corps had a good dissemination foundation,wide dissemination channels,high transmission coverage rate and large audience cohesion.In terms of dissemination effectiveness,the audience's knowledge,attitude and behavior of TCM had significant positive changes after the work of the medical team(P<0.01),and the satisfaction rate was 4.227.