【摘要】 目的　评价大众媒体在提高居民知识和行为改变中所起的作用以及居民对大众媒体的宣传内容、形式等的满意程度。方法　采用整群随机抽样方法 ,利用自行设计的问卷调查北京市 8个市区居民 10 0 0人 ,实际调查人数 95 0人 ,男性 3 85人 ,女性 5 65人 ,年龄在 2 5～ 64岁 ;并采用SPSS统计软件进行数据分析。结果　居民健康知识主要来源于大众媒体 ( 89 8% ) ,主要途径的前 3位为电视节目 ( 64 6% )、报刊杂志 ( 62 7% )和电台广播 ( 4 3 5 % )。居民行为改变主要由于宣传教育者占 40 %～ 70 % ,其中来自大众媒体者占到 5 0 %以上 ,尤其性传播疾病知识来源为大众媒体的达到 82 9%。居民对各种大众媒体宣传途径最认可的前 3位为电视健康节目、报刊健康栏目和电台广播 ;认为公益广告和大型咨询活动的宣传效果较差。结论　大众媒体是北京市居民获得健康知识的主要途径 ,也是行为改变的催化剂。居民最认可的媒体形式为电视健康节目、报刊健康栏目和电台广播 ,公益广告和大型咨询活动有待加强管理和改进更多还原

【Abstract】 Objective To evaluate the effect of mass media on increasing health knowledge and changing health behaviors of residents in Beijing.Methods A questionnaire survey was conducted among 1000 residents, 385 males and 565 females, aged 25 to 64, in the 8 urban districts of Beijing by cluster random sampling. The data was analyzed by using statistic software SPSS.Results 89 8% respondents got their heath knowledge from mass media including television program (64 6%), newspapers and magazines (62 7%), broadcast (43 5%), etc. 40%～70% respondents attributed their behavioral changes mainly to health education and attributed 50% of their behavioral changes to television programs, newspapers and magazines, and broadcast. 82 9% of their knowledge about sexually transmitted diseases came from mass media. The three most preferable mass media were TV, periodicals, and radio broadcast. Public service advertisement and big scale counseling activity had very little effect.Conclusion Mass media, especially TV, periodicals, and radio broadcast, are the main channels to acquire health education for the residents in Beijing.更多还原