健康信息的特质与组织方式对受众接受效果的影响研究——以女性宫颈癌预防传播为例

The Influence of Information Characteristics and Organization Mode on the Reception of Audience via Health Communication Perspective:A Study of Cervical Cancer Prevention

媒介健康传播议题呈现的框架结构及其信息组织方式不同程度地影响受众个体健康观念及行为。宫颈癌是女性健康的一大杀手,其预防手段和筛查方法却被多数公众长期忽视。以宫颈癌健康传播为例,基于劝服效果理论,通过线上随机实验的方法,重点探究媒介信息的威胁强度以及数据型、叙述型两种信息证据类型对女性受众的恐惧效力感知和积极预防意愿所产生的影响。实验结果表明,相较威胁程度低的信息,高威胁强度信息对于提高受众的疾病恐惧效力感知具有显著作用,但这并不意味着一味地提高信息威胁强度能够换来公众更积极的预防意愿。相反,低威胁的数据型信息甚至比具有较高恐惧效力的高威胁叙述型信息更能提升个体的预防意愿。实验指出,受众个体的疾病恐惧效力感知和预防意愿并非受某个单一因素的影响,还受到威胁强度、证据类型等信息组织方式的交互影响。

The framing of media health communication issues and its information design influence the individual health attitudes and behaviors to different degrees. Cervical cancer is a major killer of women 's health,however,its prevention and screening methods have long been ignored by most people. This study,basing on the persuasive effects theory,through the online random experiment method,takes the health communication of cervical cancer prevention as an example. It focuses on different degree of fear appeals( Low/High Threat Intensity) of media information and the influence of different types of information( Narrative/Statistical Evidence) to the female audiences' perception of fear effectiveness and positive prevention intention. The experimental results show that high threat intensity information has a more significant effect on improving the audience's perception of disease fear effectiveness compared to low-threat information,but this does not mean that simply increasing the information threat intensity can bring more positiveing prevent willingness to the public. Conversely,low-threat statistical information can increase individual's willingness to prevent even more than a high-threat narrative message that leads to higher fear effectiveness. The experiment pointed out that the individual disease fear perception and prevention effectiveness will not be affected by a single factor,but also by the interaction of threat intensity,evidence types and other information organization forms.