健康类平面媒体的议题变迁与启示

发布时间：2018-03-15 03:11

  本文选题：媒体　切入点：健康传播　出处：《北京体育大学》2016年博士论文　论文类型：学位论文

【摘要】：健康是身、心、社会适应的良好状态,由遗传、医疗服务、行为方式和环境等因素决定。媒体的健康传播主要涉及疾病医药和生活方式议题。研究采用文献资料法、内容分析法、个案研究法等方法,运用议程设置和媒介社会学理论,以健康类平面媒体的议题为研究对象,分析其变迁与启示。1.历史变迁及动因。我国健康类媒体分为发端(1950年以前)；初步发展(1950年-1959年)；低谷(1960年-1976年)；快速发展(1977年-1999年)和多元竞争(2000年-2014年)五个阶段,议题特征分别为：清洁防护,卫生启蒙；除害灭病,保障生产；救灾防病,倾向农村；医疗保健,融入生活；慢病防治,生活品质。议题呈现生物防护-生产保障-生活方式-生命质量的变迁趋势。不同议题变迁特征：疾病医药议题从传染病、寄生虫病为主到慢性病为主；生活方式议题从少到多,饮食议题增长明显,以营养膳食为主；运动议题波动变化,从康复为主到健身与康复并重；心理议题规律性不明显。变迁动因：政策导向-从群众运动到公民素养；商品服务-从缺乏到丰裕；医药科技-从除灭虫害到防治慢病;受众需求-从防病到养生；媒介环境与角色-从卫生宣教到健康传播。2.媒体设置健康议题的模型、话语分析和设置原则。政治、经济、受众和卫生科技力量在社会文化背景下对媒体的健康议题设置发挥作用。健康传播的卫生话语包括静养与动养、身与心、治与防；社会实践话语包括理论与实践、危机与日常、传统与现代、社会公益与市场效益。媒体设置健康议题应遵循：科学性原则；现实性原则；多元性原则；通俗性原则和公益性原则。3.议题现状及优化。媒体议题现状：疾病医药议题独大,慢病为主；饮食议题专宠,主题丰富；运动和心理议题附属。媒体议题设置存在静养多、动养少；身体多、身心结合少；重“已病”轻“未病”的偏好。根据议题设置原则和社会现状,媒体应注重运动议题优先发展,医药、饮食、心理议题内涵式发展。4.优化措施与保障。发展运动议题宜采取机会、信源、受众、选题和效果策略。提供多部门合作；优化媒介体制；加强运动健身科研和宣传投入；营造运动促进健康的文化氛围；发展运动健身服务产业；加强运动信息监管等保障。
[Abstract]:Health is a good state of body, mind, and social adaptation, determined by genetics, medical services, behavior and environment. The health communication of the media is mainly concerned with the issues of disease, medicine and lifestyle. Content analysis, case study and other methods, using agenda setting and media sociology theory, taking the topic of healthy print media as the research object. 1. The historical changes and their causes are analyzed. The health media in China are divided into five stages: the beginning (before 1950); the initial development (1950-1959); the trough (1959-1959); the rapid development (2000-1999); and the pluralistic competition (2000-2014). The characteristics of the topics are: clean protection, hygiene enlightenment; killing and killing diseases, ensuring production; disaster relief, disease prevention, tendency towards rural areas; medical care, integration into life; prevention and treatment of chronic diseases, Quality of life. The topic presents the changing trend of biological protection, production guarantee, life style and quality of life. The characteristics of different issues change from infectious diseases, parasitic diseases to chronic diseases. Life style issues from less to more, diet issues increased significantly, mainly on the nutritional diet, sports issues fluctuate, from rehabilitation to fitness and rehabilitation equal emphasis; The regularity of psychological issues is not obvious. The causes of change are: policy orientation-from mass movement to civic accomplishment; commodity service-from lack to abundance; pharmaceutical technology-from pest control to prevention of chronic diseases; audience demand-from disease prevention to health care; Media environment and role-from health education to health communication. Media modeling, discourse analysis and setting principles. Politics, economics, Audience and health science and technology forces play a role in the setting of media health issues in the context of social culture. The health discourse of health communication includes rest and exercise, body and mind, treatment and prevention; social practical discourse includes theory and practice, crisis and daily life. Traditional and modern, social commonweal and market benefit. Media setting health issues should follow: scientific principle, realistic principle, pluralistic principle; General principle and public welfare principle .3.The status quo and optimization of the issues. The current situation of the media issues: the disease and medicine issues are dominant, the chronic diseases are the main issues, the diet issues are special and the themes are rich, the sports and psychological issues are subordinate. The preference of "sick" and "not sick". According to the principle of topic setting and the current social situation, the media should pay attention to the priority development of sports issues, medicine, diet, Psychological issues implicative development .4.Optimization measures and guarantees. The development of sports topics should take opportunities, sources, audience, topics and effect strategies, provide multi-sector cooperation; optimize the media system; strengthen sports fitness research and publicity investment; To create a healthy cultural atmosphere, to develop sports fitness service industry, to strengthen the supervision of sports information, and so on.
【学位授予单位】：北京体育大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：G206
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本文编号：1614159