新疆宫颈癌筛查项目宣传材料的内容分析:社会营销传播策略的角度

发布时间：2018-01-07 11:04

本文关键词：新疆宫颈癌筛查项目宣传材料的内容分析:社会营销传播策略的角度　出处：《中国全科医学》2017年06期 　论文类型：期刊论文

【摘要】：目的了解新疆宫颈癌筛查项目宣传材料的特点,以期为有效开展新疆宫颈癌筛查项目宣传教育提供参考建议。方法 2014年12月—2015年10月,选取新疆40个宫颈癌筛查项目县/市进行资料收集,排除宣传内容为政策性介绍、宣传对象为宫颈癌筛查项目工作人员的宣传材料,最终确定27个项目县/市的38份宫颈癌筛查项目宣传材料为研究总体。从社会营销传播策略的角度,分析宫颈癌筛查项目宣传材料的信息内容、表述顺序、表述形式、类型。结果信息内容上,参加宫颈癌筛查项目的好处主要为预防宫颈癌的发生(92.1%,35/38)、及时阻断病程进展(71.1%,27/38)和早期发现宫颈病变(63.2%,24/38);宫颈癌筛查项目的特性主要为检查技术先进、快捷、有效(39.5%,15/38)和免费接受检查(34.2%,13/38)。表述顺序上,以优先介绍参加宫颈癌筛查项目的好处为主(68.4%,26/38)。表述形式上,仅有28.9%(11/38)的宫颈癌筛查项目宣传材料通过列举事例对宣传内容进行介绍,且语义倾向以负面为主(81.8%,9/11);71.1%(27/38)的宫颈癌筛查项目宣传材料使用汉语。类型上,主要为宣传册(55.3%,21/38)、墙报(18.4%,7/38)、宣传单(10.5%,4/38)。结论新疆宫颈癌筛查项目宣传材料以传统的信息传播材料为主,侧重于介绍宫颈癌筛查项目能给妇女带来的好处,且较少使用事例对信息内容进行描述;建议以妇女的需求为基础,设计相应的传播内容并辅以事例介绍,以提高信息传播的有效性。
[Abstract]:Objective to understand the characteristics of the propaganda materials of cervical cancer screening project in Xinjiang, and to provide reference and suggestions for effectively carrying out the propaganda and education of cervical cancer screening project in Xinjiang. Methods from December 2014 to October 2015. Selected 40 cervical cancer screening projects in Xinjiang counties / cities for data collection, excluding propaganda content for policy introduction, publicity for cervical cancer screening project staff propaganda materials. Finally determine the 27 project counties / cities of 38 cervical cancer screening project publicity materials for the overall study. From the perspective of social marketing communication strategy analysis of cervical cancer screening project information content and description sequence. Results in terms of information content, the benefits of participating in the cervical cancer screening project were mainly to prevent the occurrence of cervical cancer, to prevent the occurrence of cervical cancer, and to block the progress of the disease by 71.1% in time. 27 / 38) and early detection of cervical lesions 63.2% 38%; The main features of the cervical cancer screening program are advanced, fast, effective, 39.5% of 38% and free screening 34.2% / 38%. The advantages of participating in the cervical cancer screening program were mainly described in the form of 68.4% / 38%. Only 28.9% of the propaganda materials of the cervical cancer screening program were introduced by citing examples, and the semantic tendency was mainly negative (81.8% / 11%). 71.1 and 27 / 38) the propaganda materials for the cervical cancer screening program are in Chinese. The main types are the brochure 55.3 / 38, the wall 18.4 / 38). Conclusion the propaganda material of Xinjiang cervical cancer screening project is based on traditional information dissemination material, focusing on the benefits that cervical cancer screening project can bring to women. And less examples are used to describe the information content; It is suggested that based on the needs of women, the corresponding communication content should be designed and illustrated to improve the effectiveness of information dissemination.
【作者单位】：石河子大学医学院预防医学系;新疆维吾尔自治区妇幼保健院妇女保健二科;
【基金】：教育部人文社会科学研究一般项目(12YJAZH044)
【分类号】：R737.33
【正文快照】： 宫颈癌筛查项目可以有效预防宫颈癌的发生与发展,我国于2009—2014年对包括新疆84个县/市在内的全国1 190个区/县开展有组织、有规模的宫颈癌筛查工作,截至2014年,共为4 287万例农村妇女进行了宫颈癌筛查,在取得突出成绩的同时,仍存在一些问题,如即使是免费的检查,但仍有妇女

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