12082327从网络报道的框架分析看网络媒体的传播特点.docVIP

从框架分析看网络媒体的传播特点 杨剑， 陶茂萱 YANG Jian，TAO Mao-xuan 【摘要】 目的 以2010年全国麻疹疫苗强化免疫活动为例，了解全国麻疹疫苗强化免疫活动在网络传播中的媒体报道特点，为今后的新闻宣传工作提供工作参考。 方法 使用传播学中的内容分析方法，选择四个网站作为收集报道的目标网络媒体。将人民网、新华网作为官方网络媒体代表，腾讯网和新浪网作为商业网络媒体代表，从报道的框架构建和报道内容两方面进行统计分析。 结果 官方网络媒体发布798篇报道，商业网络媒体发布1101篇报道，其中官方网络媒体（65.3%）在麻疹疫苗强化免疫活动前期发布信息数量高于商业网络媒体（57.9%），中期低于商业网络媒体（24.7%）；官方网络媒体标题语义向性负面文章（1.9%）比例低于商业网络媒体（8.9%）；商业网络媒体一级（31.3%）、二级（32.7%）和三级（36.0%）目录文章比例划分较为平均，官方网络媒体三级目录文章最多（52.9%）；官方网络媒体报道内容中，领导行为（11.6%）、政策宣传（71.2%）、麻疹预防措施（29.4%）均高于商业网络媒体；已发生的不良反应（2.1%）和接种事故（0.0%）均低于商业网络媒体，以上差异均有统计学意义（P0.05）。结论 在把握官方网络媒体和商业网络媒体特点的情况下，卫生部门可以采取不同的沟通策略，针对网络媒体中丰富的目录类别，设计不同议题，对健康相关信息展开深入细致的讨论，让公众从多角度科学地认知健康传播信息。 【关键词】 强化免疫；框架分析；网络报道 The Characteristics of Internet Media’s Dissemination From the Perspective of Framing Analysis of Internet Report 【Abstract】 Objective To summarize the characteristics of internet media’s dissemination on Measles Vaccine Supplemental Immunization Activities in 2010 (MVSIA), and provide the suggestion for the future propaganda work. Methods Four websites were taken as target internet medias with the method of content analysis. In the four websites, there were 2 official medias, and , and 2 commercial medias, and . The statistical analysis was made with report’s frame and content. Results The official websites released 798 reports, while the commercial websites, 1101. The official reports of prophase, the mid and late stage of MVSIA were respectively 65.3%, 24.7% and 10.0%, corresponding to the commercial reports of 57.9%, 34.8% and 7.4%. The articles with negative headlines in official websites were 1.9%, lower than that in commercial websites (8.9%). The official websites most located the articles in the third level catalog (52.9%), and preferred to report the activities of government officials (11.6%), the policy advocacy (71.2%) and measles’ precaution (29.4%), while seldom reported adverse reactions (2.1%) and never released vaccination accident. The above differences were stati