社区健康传播方法可及性与健康传播策略研究

目的分析社区常用健康传播方法可及情况,为社区健康传播策略的选择提供依据。方法随机抽取宝山区17个社区1275名居民,调查其对社区常用健康传播方法接触情况,并根据媒介渠道的可及程度探讨最佳健康传播策略。结果社区居民接触宣传栏、黑板报、咨询、卫生书籍、宣传片、讲座和宣传活动的人数占调查人数的比例分别为72.5%、67.9%、32.1%、29.6%、29.1%、28.7%和27.8%。性别对居民接触讲座、宣传活动、宣传片和板报有影响,女性高于男性（P〈0.05）;年龄对所列7种传播方法均有影响（P〈0.05）,随年龄增加接触比例相应上升;文化程度也对7种传播方法都有影响（P〈0.05）,其中接触卫生书籍随文化程度增高比例上升,接触其他传播方法则以初中和高中组为最高;在岗与否除对阅读书籍没有影响外,其他都是在岗人员低于退休下岗人员（P〈0.05）;而患病与否对接触宣传片、讲座、咨询和宣传活动有影响（P〈0.05）,病人更关注自身的健康。结论社区健康传播既要考虑传播方法的可及性,又要考虑传播方法自身特点与适用人群,应采用大众传播配以人际传播和群体/组织传播的综合性传播方法。

The accessibility of health communication methods and communication strategy study in community

Objective To analyze the accessibility of community health communication methods,and provide basis for health communication strategy choosing in community. Methods By using the random sampling method,1275 residents in 17 communities of Baoshan District were selected. The accessibility of community health communication methods was investigated and the best health communication strategy was explored. Results The percentages of residents contacting bulletin board,blackboard,consulting,health book,propaganda film,lecture and activity were 72. 5%,67. 9%,32. 1%,29. 6%,29. 1%,28. 7% and 27. 8%,respectively. Gender was an influencing factor related with their contacting lecture,activity,propaganda film and blackboard,women was higher than men（ P〈0. 05）. Age was another influencing factor related with all 7 communication methods（ P〈0. 05）,the contacting rate increased with age. Education level also showed influence on all 7 communication methods（ P〈0. 05） ： the rate of contacting health book increased with education level,other contacting rate was highest in middle school group. Being on the job or not did not influenced their contacting health book,while other communication contacting rates among people on job was lower than that of retired or laid-off people＇s（ P〈0. 05）. Being sick or not influenced residents contacting propaganda film,lecture,consulting and activity（ P〈0. 05）,patients paid more attention to their health. The accessibility of total 7 communication method was 84. 3%,the distance was6. 9%- 9. 5% from the combination of bulletin board and any other communication method. The accessibility of the combination of bulletin board and any other communication except blackboard was decreased. The rate of contacting mass communication was higher than that of interpersonal and group / organization communication,but the effect of interpersonal and group /organization communication was larger than mass communication（ P〈0. 05）. Conclusion The accessibility,characteristic and appro