湖南省不同人群对结核病防治健康教育方式选择偏好的多重对应分析

Multiple correspondence analysis on different population’s choice preferences for health education mode for tuberculosis prevention and treatment in Hunan Province

目的了解湖南省城乡及不同年龄居民结核病防治健康教育相关的选择偏好,为促进结核病健康教育工作决策发展提供参考。方法按照“十三五”全国结核病防治知识知晓率调查方案进行抽样、问卷调查。绘制多重对应分析因子载荷图,探讨分析城乡及不同年龄人群获取结防知识途径、期望途径、常用网络查询方式、喜欢的科普形式等结核病防治健康教育和个人偏好情况。结果传统媒体、网络媒体等新媒体、特定对象(医生、居委会/村委会、听亲友或其他人说等)宣传引导分别占获取结防知识途径方式的54.7%、11.1%、25.6%。传统媒体仍然是公众获取结防知识主要途径。受众获取结防知识的期望途径与其常用查询方式较为一致,35~54岁人群倾向选择的微信、微博及宣传画、折页、报纸、杂志等方式,55岁以上人群选择“什么都行”或“不知道”居多,文字+图片较为迎合34岁以下人群,55~64岁人群较其他年龄人群更多选择动画、视频。结论结核病防治健康教育工作应当着眼于不同受众特点,细分并主动契合不同需求和偏好,精准定制目标和内容,采取适宜的宣教方式,促进新媒体/传统媒体等方式方法有机融合,以达到最佳的宣传效果。

Objective To analyze the choice preferences related to health education about tuberculosis(TB)prevention and treatment among urban and rural residents and residents of different ages in Hunan Province,and to provide references for promoting the development of TB health education decision-making.Methods Sampling and questionnaire surveys were conducted according to the survey method of the knowledge awareness rate of TB prevention and treatment in the 13th Five-Year National Tuberculosis Control Program.Multiple correspondence analysis factor load graphs were drawn to explore and analyze the choice preferences for health education about TB prevention and treatment,including pathways of obtaining the knowledge about TB prevention and treatment,expectant pathways,common network query methods and favorite forms of science among urban and rural people of different ages.Results The propaganda and guidance of new media like traditional media and network media as well as specific subjects(such as doctors,residential/village committee,relatives,friends and other people)accounted for 54.7%,11.1%and 25.6%of the respondents’ways to acquire knowledge about TB prevention and treatment respectively.Traditional media were still the main way for the public to acquire knowledge about TB prevention and treatment.The expected way to acquire knowledge regarding TB prevention and control was consistent with the subjects’common way of searching for information.People aged 35-54 years tended to choose WeChat,MicroBlog,propaganda pictures,folding pages,newspapers,magazines and other methods,those aged above 55 years were more likely to say:“anything would be OK”or“they knew nothing”,those aged below 34 years were prone to accept the text&pictures,and those aged 55-64 years had a preference for animated cartoons and videos compared with other age groups.Conclusion Health education concerning TB prevention and treatment should be conducted based on different audiences’characteristics,needs and preferences,formulation of precise targets and contents and selection of appropriate propaganda methods so as to make full use of new/traditional media and other different ways and achieve the best publicity effect.