【摘要】 目的 通过对互联网上的烟草营销信息进行分析,为中国的控烟行动提供相应策略和建议。方法通过爬虫软件获取2018年上半年发布于微博、微信、百度等11个互联网平台的106 485条有效互联网烟草营销信息,使用内容分析和社会网络分析等方法对互联网烟草营销信息的特征和社会网络关系进行考察。结果 2018年1月至6月的互联网烟草营销信息总声量较高,在半年内呈上升趋势,涉及“爆珠”“万宝路(Marlboro)”和“爱喜(Esse)”的相关信息拥有较高声量。微博是互联网烟草营销信息声量最高、显性营销信息占比最高的平台;百度搜索与百度贴吧、小红书、微信等其他社会化媒体的声量次于微博,隐性营销信息占比总体最高。烟草类网站的整体网络结构呈现出较为显著的中心化特征,传统烟草网站与新型烟草网站形成两个基本没有交往的集群,中国烟草科教网与电子烟之家分别是两个“圈子”中点度中心性最高的节点,国家烟草专卖网的接近中心性最高。相对而言,百度贴吧的整体网络结构更为去中心化,各节点之间的总体关联程度较低。结论 互联网烟草营销不仅声量高,覆盖面广,而且交织成网,给控烟工作造成严重阻碍。有鉴于此,政府应加强对烟草营销信息的网络监控,改进相关法规;互联网平台也应加强自律,全面清理、屏蔽相关烟草营销信息;媒体与公众也要开展政策倡导,加强对互联网平台的监督。更多还原

【Abstract】 Objective: To develop tobacco control strategies by analyzing online tobacco marketing information in China.Methods: Using web-crawler software, this study acquired 106,485 pieces of online tobacco marketing information published on 11 different Internet platforms including Weibo, We Chat, Baidu, etc., from January-June 2018. The data were used to investigate the characteristics and social networks of online tobacco marketing via content and social network analysis.Results: The total volume of online tobacco marketing during the study period was high, showing a positive trend. Of all the marketing subjects, those involving “flavor capsule”, “Marlboro”, and “Esse”were the most popular. The Weibo platform had the highest volume of online tobacco marketing information as well as the largest proportion of explicit marketing information. This was followed by other social media platforms such as Baidu Search, Baidu Tieba, and Xiaohongshu, where implicit marketing information predominated. The overall network structure of tobacco websites exhibited a significant centralization feature, where traditional and novel tobacco websites formed two clusters with almost no intersections. The China Tobacco Science and Education Website(http://www.tobaccoinfo.com.cn/) and E-Cigarette Home(http://ecigm.com/) were the two nodes of the highest degree centrality within the respective “circle”, while the China Tobacco Monopoly Bureau Website(http://www.tobacco.gov.cn/) was the node with the highest closeness centrality. By contrast, Baidu Tieba’s overall network structure was more decentralized, and the degree of correlation between different nodes was relatively low.Conclusion: Online tobacco marketing demonstrated high volumes and wide coverage, and an intertwined network, thereby creating major obstacles for tobacco control. To address this issue, the government should strengthen network supervision of tobacco marketing and revise its current regulations.Meanwhile, Internet platforms should improve self-regulation by comprehensively removing and blocking tobacco-related information. Lastly, the media and public should advocate associated policies and support Internet platform supervision.更多还原