新媒体手段在重大灾害事件应急健康传播中的SWOT分析——以浙江省宁波市“菲特”特大台风洪涝灾害为例

【作者】 张思恒； 贺天锋； 张涛； 陶毓敏； 徐倩倩； 王潇怀； 许国章；

【机构】 宁波市疾病预防控制中心；

【摘要】 重大灾害事件是引起社会各方面强烈关注的突发公共卫生事件,而新媒体以其反应迅速、开放性高及覆盖面广等特点,逐渐成为重大灾害事件中健康传播的主要渠道,发挥了有别于传统媒体的重要作用。本研究以浙江省宁波市"菲特"特大台风洪涝灾害为例,通过SWOT分析法来评估新媒体环境下的应急健康传播活动,以探讨如何利用新媒体的优势以及如何规避随之而来的负面效应。最终分析出SWOT矩阵框架,从SO策略、ST策略、WO策略和WT策略四个方面讨论新媒体应急健康传播的战略选择。更多还原

【Abstract】 Major disaster event is a public health incident caused by the strong concern of the society.With its rapid response,high openness,wide coverage and so on,new media have become the main channel of health communication in the event of major disasters gradually.And new media have also played an important role different from traditional media.The SWOT analysis was used to evaluate emergency health communication activities under the new media environment,flood disaster led from Severe Tropical Storm Fitow as an example.By exploring how to make use of the advantages of the new media and how to avoid the consequent negative effects,the framework of SWOT matrix was finished finally.Namely,the strategic choice of new media emergency health communication was discussed from four aspects:SO,ST,WO and WT.更多还原