性病艾滋病健康教育大众传播模式及效果评价

为了评价大众传媒强化传播性病艾滋病(STD/AIDS)信息的干预效果,采用本地报纸、广播和电视等传媒在实验地区(干预组)强化传播STD/AIDS信息,与未进行强化传播的对照地区(对照组)进行组间、期间垂直平行对比研究.结果:与干预前比较三大传媒传播的总月均次数增加186%;公众收视率,报纸、广播、电视分别提高17.23%、20.63%、17.10%;公众K均分升高到79.01分,A升高到86.37分,P升高到61.41分,差异有高度显著性.对照组前后KAP均分比较,差异无显著性;干预组与对照组比较,两次得分差数分别多提高了9.21分、8.52分和4.92分.经对影响因素的多因素逐步回归分析,报纸的效果为提高19.379分,广播为提高12.8355分,电视为提高8.7435分.大众传播的成本效益比为1:7.12.认为大众传播积极参与强化传播STD/AIDS信息,可近期提高公众KAP水平,尤以报纸、广播的作用大、成本低,值得推广.

Effect Evaluation on Mass Media Models of Health Education on STD/AIDS

In order to evaluate the effect of strengthened mass media of health education on STD/AIDS,we made an interstage, intergroup vertical and parallel comparison between strengthened STD/AIDS information broadcasting area (intervention group)and unstrengthened area (control group) applying local newspapers, radios, TV,etc. The results showed that: contrasted with preintervention,the intervention group's monthly total average times increased by 186%; mass media circulation rate of newspapers, radios and TV increased by 17.23%, 20. 63% ,17. 10% respectively; the public's average scores of KAP increased to 79. 01,86. 37 and 61. 41 respectively. All exhibited a radical significance of difference. There was no significance in the control group. Comparison between intervention group and control group showed an increased KAP difference of 9. 21. 8. 52,4. 92 respectively. A multiple stepwise regression analysis on effecting factors showed an increases by newspapers,radios and TV of 19. 379,12. 835 5,8. 743 5 respectively. The cost efficiency ratio of mass media was 1 : 7. 12.So an active strengthened participation of mass media on STD/AIDS information could increase KAP level and was valuable to popularize ,especially with newspapers and radios,considering their wide-scaled coverage,and low cost.