福建省报纸刊载健康信息及医药保健广告信息的内容分析

目的通过对福建省17种报纸的内容分析,了解福建省主要报纸对健康信息以及医疗、医药、保健食品广告信息的报道情况。方法选择福建省出版及发行量较大的17种报纸,采用整群抽样的方法抽取2011年1月1—28日连续4周的报纸,对刊载的健康信息等进行编码分析。结果非党报的医药保健广告篇数与健康信息篇数的比例是党报的10.3倍（χ2=454.40,P〈0.01）,医药保健广告信息面积占报纸面积的比例是党报的6.54倍。平均每篇广告信息有2.4个误导类型,在保证治愈或隐含保证治愈、利用国内外先进的技术、研究、设备等证明的误导大众类型上,非党报明显多于党报,差异有统计学意义（P〈0.01）。全部健康信息中引用卫生研究结果的只占9.1%。结论党报与非党报在广告信息报道上区别较大,非党报的医疗、医药、保健食品的广告信息误导大众现象严重,健康信息对卫生研究结果的引用率较低。

Content analysis of health information and healthcare advertising information published different newspapers in Fujian Province newspapers

Objective To understand the reporting information about health and advertising concerned medical,pharmaceutical,health food in 17 newspapers in Fujian Province by content analysis.Methods Health information of 17 newspapers were coded and analyzed in 4 consecutive weeks from 1 January 2011 to 28 January 2011,which were selected by cluster sampling.Results The ratio of healthcare advertising versus health information in non-party newspaper was 10.3 times of it was in party newspaper(χ2 =454.40,P<0.01),and the proportion of healthcare advertising areas accounting for the whole areas of non-party newspapers was 6.54 times of it was in party newspapers.There were average 2.4 misleading types in each advertising information,the misleading types about guarantee of cure or implied warranted of cure and the prove of using advanced technology,research or equipment in non-party newspapers were far more than party newspapers,the difference was statistically significant(P<0.01).Only 9.1% health research results have been referenced in health information.Conclusion The advertising information report in party newspaper quite difference from non-party newspaper,and the advertising message about medical,pharmaceutical,health food in non-party newspaper misled the public serious.The rate of health research referenced by health information was low.