基于德尔菲法的大众媒体控烟作品评价指标体系构建

Construction of evaluation index for tobacco control work sin mass media based on Delphi Method

目的构建科学的大众媒体控烟作品评价指标体系,为控烟传播实践提供有效指导。方法采用文献资料法构建大众媒体控烟作品评价指标体系初稿,经2轮德尔菲专家咨询后确定最终的指标体系,根据权重调查分析确定各级指标权重。结果共邀请到29名专家参与德尔菲专家咨询,2轮德尔菲咨询专家积极系数均为100%,专家权威系数Cr均>70%,各指标重要性均数均>3,变异系数Cv的取值区间为0.09~0.39。最终确定的大众媒体控烟作品评价指标体系包括5项一级指标、18项二级指标。其中,一级指标的权重系数分别为0.18、0.20、0.22、0.10、0.30,二级指标的权重系数区间为0.10~0.70。结论本研究构建的大众媒体控烟作品评价指标体系可为媒体控烟作品评价提供科学的评估工具,有助于推动媒体更好地开展控烟传播活动。

Objective To construct an evaluation index system for tobacco control works in mass medias,and to provide effective guidance for the practice of tobacco control communication.Methods Literature review was used for the first draft of evaluation index system for tobacco control works in mass media,and the final index system was determined after two rounds of Delphi expert consultation method,and the index weights of all levels were determined according to the weight analysis.Results A total of 29 experts were invited to participate in Delphi expert consultation method.The positive coefficient of two rounds of experts were both 100%,the authority coefficient Cr was all>70%,the mean value of importance of each index was all>3,and the Cu value range was 0.09-0.39.The final evaluation index system for tobacco control works in mass media included five first-level indicators and 18 second-level indicators.Among them,the weight coefficients of first-level indicators were 0.18,0.20,0.22,0.10 and 0.30,respectively.The weight coefficients of second-level indicators ranged from O.10 to 0.70.Conclusion The evaluation index for tobacco control works provides an evaluation tool for tobacco control in mass medias,which is useful for promoting tobacco control communication activities in mass medias.