大众媒体的控烟图景与传播模式研究

目的回溯2009—2011年3年间中国大众媒体的控烟传播图景和传播模式。方法通过舆情监测获得既往3年与控烟和烟草行业相关的首发报道13 998篇(不含转载),采取比例分层抽样方法获得有效样本1474篇,采取内容分析,设定变量、人工编码,对3年间控烟报道的数量、内容、结构等12项传播要素进行分析。结果大众媒体控烟首发报道从2009年的325篇增加到2011年524篇;控烟报道总量占据84.2%;"无烟场所"(24.4%)、"烟草与健康"(21.1%)、"无烟立法"(12.4%)连续3年名列控烟议题前3位;控烟报道的主要信源是媒体(自采自评)(21.5%)、官方控烟机构(11.8%)、地方政府部门(11.4%)和卫生主管部门(10.7%);控烟报道的主要诉求方式是行动呼吁(26.5%)、修辞格(12.0%)和恐惧诉求(10.4%);最常见的控烟报道体裁是新闻消息(54.2%),首发媒体类型主要是综合网络媒体(41.5%)、都市类媒体(28.4%)和地方官媒(12.2%);控烟报道的主要倡导对象是烟民(27.2%)、政府决策部门(26.3%)、机构与场所(22.4%)。结论既往3年,控烟首发报道总量显著增加、控烟议题结构合理、控烟传播模式趋向成熟。但仍需提升控烟传播品质,依靠新旧媒体融合,加强控烟舆论生态与控烟文化的建设。

Review on overview of the communication model of mass media-based smoking cessation

Objective This study reviews the mass media coverage of smoking cessation between 2009 and 2011. Methods Our media monitoring has recorded 13 998 coverage related to tobacco control and tobacco industry in the past 3 years （reprints not included）. Using proportional stratified sampling, we acquired 1474 valid sainples then conducted content analysis by analyzing twelve variables including the quantity, content and structure of coverage. Results Over the past three years, the quantity of mass media coverage of smoking cessation increased significantly from 325 in 2009 to 524 in 2011. Smoking cessation has become a major topic in tobacco-related content given it has taken up 84. 2% of the total coverage. Topics such as ＂tobacco-free public space＂ （24. 4% ）, ＂tobacco and health＂ （21.1%）, ＂legislation on to- bacco-control （ 12.4% ）＂ have been on top 3 in the tobacco-control discourse. The major sources of tobacco-control cover- age are journalists （21.5%）, official tobacco-control institutes （ 11.8% ）, local government ministries （ 11.4% ） and public health authorities （ 10. 7% ）. The prime methods of tobacco-control appeal in press coverage are behavior appeal （26. 5% ）, rhetoric （ 12. 0% ）, and horror appeal （ 10. 4% ）. Hard news has the highest frequency in all types of news genres which take up 54. 2% of all the coverage. Tobacco contro] coverage are primari]y did by composite Internet media （41.5%）, urban media （28.4%） and local official media （12. 2% ）. Tobacco-control coverage focused mainly on smok- ers （27. 2% ）, policy makers （26. 3% ）, institutes and public space （22. 4% ）. Conclusion Mass media play an impor- tant role in presentation of smoking cessation and agenda setting. In the future, media coverage of smoking cessation should turn its emphasis from quantity to quality, from mass media to convergence, and from smoking cessation alone to build-up of smoking cessation culture.