【摘要】 目的 了解“2023年‘健康提素’——新媒体健康科普创新大赛”相关发布信息的传播情况,为今后持续高质量开展健康科普活动的传播工作提供参考依据。方法 采用清博大数据(舆情系统V5.0)系统收集“2023年‘健康提素’——新媒体健康科普创新大赛”的相关发布信息,按照发布平台、发布主体分类统计发布信息及其传播效果(阅读量、点赞量、转发量、评论量)数据。结果 共收集到来自41个平台、210个主体发布的991条信息。发布平台方面,抖音的总阅读量(24.4%)、总点赞数(34.3%)、总评论数(96.4%)和总转发数(95.7%)占比均较高,快手的总阅读量(35.6%)、总点赞数(63.3%)均次之。发布主体方面,健康教育机构的发布总数占比较高(43.4%),商业媒体的总点赞数占比较高(63.0%),医院科普平台的总评论数占比较高(55.1%),且健康教育机构(48.6%)、医院科普平台(45.2%)的总转发数占比均较高。结论 “健康提素”科普大赛的相关发布信息中,不同平台、不同主体的传播特点不同。未来应根据各平台、各主体传播特点,引导其多方合作、有针对性地开展健康传播活动,提升居民健康素养。更多还原

【Abstract】 Objective To clarify the dissemination effect of information released in the "2023 ’Health Improvement’-New media Popularization Competition",and to provide reference for high-quality health science popularization activities in the future.Methods The Qingbo Big Data System(Public Opinion System V5.0) was used to collect information released by the "2023 ’Health Improvement’-New Media Popularization Competition" in Beijing.The collected information was classified and statistically analyzed according to owner,platform,and the dissemination effect data(reading volume,liking volume,forwarding volume,comment volume).Data were statistically analyzed to evaluate the roles and contributions of different owners and platforms in the competition.Results A total of 991 relevant pieces of information were collected online by using keywords such as " health improvement".Among different publishing platforms,the Tiktok platform accounted for higher proportions of total reading(24.4%),total liking(34.3%),total comments(96.4%) and total forwarding(95.7%),followed by Kwai’s total reading(35.6%) and total likes(63.3%).Among different publishing owners,health education institutions published the most content(43.4%),commercial media had the highest total liking(63.0%),and hospital science popularization had the highest total comments(55.1%).In addition,health education institutions(48.6%) and hospital science popularization platforms(45.2%) had relatively high total forwarding volumes.Conclusion In the "2023 ’Health Improvement’-New Media Popularization Competition",different platforms and different owners showed different health communication characteristics and effect.In the future,related departments should establish multi-cooperation and targeted health communication mechanism according to the communication characteristics of different platforms and owners for improving residents’ health literacy.更多还原