2014年主流媒体医改报道内容分析

Content analysis of mainstream newspaper reporting on healthcare reforms of China in 2014

目的通过对我国4家主流媒体医疗卫生体制改革文章报道进行分析,以期了解媒体"医改"报道现状及问题,探讨改进医改宣传工作。方法运用内容分析法对2014年《人民日报》、《健康报》、《中国医药报》和《法制日报》中92篇医疗卫生体制改革文章的报道时间、体裁、报道地域、消息来源、议题等进行统计分析。结果重大会议及政策出台前后、年末医改报道较集中。体裁上,消息与评论比例为40.2%和39.1%,特写与专访较少为0.0%和5.4%。主题上看,按政策解读、经验介绍和建议探讨分类,分别占报道总量的42.4%、27.2%和30.4%,政策解读类报道比例最高,建议探讨报道比例稍高于经验介绍。地域上,东中西部比较,东部省份媒体报道最多,西部报道数量最少。消息来源上看,《人民日报》单篇平均最高,为5.7个,《健康报》最低,为3.8个。议题上看,医保体系、公立医院改革显著程度与医改工作重点排序接近,社会办医、基本药物制度等议题报道数量与工作重点排序差异较大。结论主流媒体较好发挥政策解读、舆论引导功能,同时提示医改宣传在特写与专访等报道体裁比例应加强,来自普通民众的消息来源比例有待提高。

Objective To figure out the profile of healthcare reforms reporting in 4 mainstream media and provide suggestion on the publicity of healthcare reforms promotion. Methods Content analysis was adopted to analyze all 92 reports on healthcare reforms throughout 2014 in 4 mainstream media,People’s Daily,Health News,China Pharmaceutical News and Legal Daily. Reporting time,genres,locations,sources,issues,and so on were analyzed. Results The number of reports was increased obviously before and after major conferences opening or policies issues. As for the genre,news and commentary occupied 40. 2% and 39. 1%. Feature and interview were less,with 0. 0% and 5. 4% respectively. And as for the reporting topics,the policy interpretation almost occupied 42. 4% of the reporting topics. Exploration of solution was less(30. 4%),but it was higher than experience introduction( 27. 2%). As for the reporting locations,the eastern regions surpassed the western regions obviously. As for the news sources,People’s Daily had most recourses as 5. 7 in one piece of news. Health News,3. 8 in one piece,was the least. As for the reporting issues,healthcare system and public hospital reforms were focused in the same degree by journalists as highlights of healthcare work,while the issues such as private healthcare,basic drug system were not. Conclusion The mainstream media perform well in policy interpretation and public opinion guide. However,it is necessary to promote the observation of journalism regulation and to reinforce the publicity effect. The news genres such as feature,interview and news sources from the public should be adopted more frequently than before.