健康教育与大众媒体互动合作机制的定性研究

目的了解大众媒体报道艾滋病的现状，探索大众媒体与健康教育机构之间的互动合作模式。方法以艾滋病的宣传报道为切入点，对15名从事艾滋病宣传报道的负责人或记者进行个人深入访谈。结果影响大众媒体与健康教育机构之间合作的因素主要是资金、观念与机制。大众媒体与健康教育机构之间合作的最佳方式是相互理解、优势互补，建立健全双方长期、定时的信息交流机制和良好的互动合作机制，前者提供宣传平台，后者提供健康信息。结论大众媒体与健康教育机构之阃的合作既有基础，又有必要。加强两者的合作，将是一项双赢的策略。

Qualitative study on mutual cooperation mechanism between health education and mass media

Objective To study the quoting situation of AIDS reports in mass media,and explore mutual cooperation mechanism between health education and mass media.Methods Face-to-face interview was conducted among 15 reporters of famous medium who embarked on AIDS report.Results The main factors which influenced the cooperation between health education and mass media were fund,idea and mechanism.The best cooperation model of them should be mutually comprehensive and complementary.Mass media should provide platform for health education organizations while health education organizations should provide health information for mass media.Conclusion It was necessary and feasible to strengthen the cooperation between them.