【作者】 梁蓓；

【导师】 陶贤都；

【作者基本信息】 湖南大学 ， 新闻传播学（专业学位）， 2017， 硕士

【摘要】 随着现代医学的迅速发展,人们对健康的需求越来越高,无疑为健康传播提供了很大的发展空间。其中老年人群是相对于其他群体更为关注健康信息的人群,以报刊为代表的大众传媒是老年人群体获取健康信息的重要渠道,因此,对老年群体为主要受众的健康传播媒.体研究具有重要价值。《快乐老人报》是针对老年群体发行的老年报刊,在为老年人群体进行健康传播方面发挥了重要的作用。通过对该报健康信息的定量分析,发现该报在稿件来源方面以转载和网络整合为主,有一定的原创内容,并会注意引用权威网站和学者专家的观点以增强权威性;题材选择较为全面,倾向于健康养生、疾病防治等老年群体更为关注的内容;体裁以消息和特写、说明类杂文居多,简单直接地传递信息;篇幅以1000字以下的中短篇居多,适应老年群体容易疲劳的阅读习惯;标题长度上也大多选择10字以下的短标题或迷你标题,精悍地概括文章大意,且更能吸引眼球。此外,该报在编辑方针上注重与读者的互动体验,设置特殊字体字号便于老年群体阅读。传播效果方面,通过调查发现,该报读者群体性别比例均衡,有一定文化基础和经济基础,80%以上的读者肯定了《快乐老人报》健康传播具有“内容全面”、“信息真实”、“贴近生活”等特点;6-7成读者肯定了该报健康信息的科学性、真实性和时新性;综合有超过40%的读者参与过该报任一形式的互动的.,远高于当下纸媒读者互动率;更有三分之二以上的读者愿意根据该报传播的健康建议对自己的生活作息进行调整,体现了该报健康传播效果比较理想。同时,也有4成读者认为《快乐老人报》广告数量偏多,读者认为《快乐老人报》有待提升的方面主要有“内容发布不及时”、“软文广告太多”和“原创内容偏少”等,为此,《快乐老人报》可以从加强采编队伍培养和减少低质广告并增强广告公益性方面来增强健康传播效果。更多还原

【Abstract】 With the rapid development of modern medicine,people’s demand for health is more.and more high,which undoubtedly provides a great space for the development of health communication.The elderly population is more concerned about the health information than other groups of people,The mass media represented by newspapers and periodicals is an important channel for the elderly to get health information,Therefore,it is of great value to study the health information communication media of the elderly.《The Happy Elderly》is for the elderly group issued the old newspapers,for the elderly groups to carry out health communication has played an important role.Through the quantitative analysis of the content of the health communication content of the newspaper,it is concluded that the newspaper is the main source of the manuscript,There is a certain amount of original content,and will pay attention to the use of authoritative websites and scholars to enhance the authority of experts;The choice of subject matter is more comprehensive,tend to health care,disease prevention and control of the elderly group is more concerned about the content;Genre to news and features,that the majority of essays,simple and direct transmission of information;Length of 1000 words in the majority of the majority of the short,so it can adapt to the elderly groups tend to fatigue reading habits;Title length also mostly choose 10 words following the short title or mini title,pithy summary of an article,and more attractive to the eye.In addition,the newspaper in the editorial policy focus on interactive experience with the reader,set up a special font size for the elderly to read.Dissemination effect,the newspaper reader group sex ratio equalization,Have a certain cultural foundation and economic base(mostly former cadres,workers,etc.)More than 80%of the readers affirmed《The Happy Elderly》health communication has "content is comprehensive","information is true","close to life"and so on;6-7 in 10 readers have affirmed the scientific report health information,authenticity and timeliness;A more than 40%readers participated in the daily interaction in any form,much higher than the current print reader interaction rate;More than 2/3 of the readers are willing to adjust their daily lives according to the newspaper’s health advice,Reflects the newspaper health communication effect is ideal.At the same time,there are 4 in 10 of the readers think that《The Happy Elderly》ads more,Readers believe that the happy old newspaper to be raised in the main content of the release is not timely,soft advertising too much and original content is too small,etc.To this end,《The Happy Elderly》can be improved from the aspect of strengthening the training of the editorial team and reducing the quality of advertising and advertising.更多还原