| Background: Health communication is an important strategy for answering healthyproblems and various challenges, using communication theory can effectively promotehealth promotion, and finally attain the improvement of rural resident’s health literacy.Since1980s, our Party and government have paid great attention to healthcommunication. But with regard to the objective environment, health communication inChina is still in its infancy, the rural residents which accounted for70percent ofChinese population, were certified a poor area in health communication. There are stillmany problems such as unreasonable management system, imperfect policy regulationand so on. There for, it is a necessary to build multi-sectoral coordination mechanism,and satisfy the healthy information need of rural residents, improve the healthcommunication conditions, and enhance their new healthy concept and the effectiveability of self-health care.Objective: To understand the current situation and working mechanism of healthcommunication in rural areas of Anhui province; To realize the demand situation ofhealth knowledge and transmission routes; To explore the influence factors of healthcommunication in rural areas of Anhui province, and get to the influencing degree andprinciple of each factors, in order to provide new strategies for perfecting it.Methods: Using qualitative (questionnaire survey) and quantitative (in-depth interviews) methods to investigate the three kinds personnel in three simple counties in Anhuiprovince, using general descriptive approach, univariate analysis to screen the possibleinfluence factors, compared the situation of health communication in three simplecounties, and the mastery and demand of health knowledge, attitude and behavior.Results: The results of qualitative research showed that the acceptance rate of healthknowledge, the holding rate of health concept, the adoption rate of health behaviors inthe age from20to29was the highest among those in all age groups. The higher level ofeducation they have, they accepted health knowledge and concept and behavior more.In the participation of health communication, the lower age they get, they like moreamong over the age of20(P=0.022<0.05), and the higher level of education they have,they like health communication more (X2=14.793, P=0.008<0.05). In thewillingness of participation, Women are more willing than men to participate（X2=9.205，P=0.003＜0.05）, the age form30to39was the highest among those on allage groups (X2=12.651, P=0.032<0.05), and the higher level of education they have,they love more. TV is the most important way to access the health communication.Rural residents had little contact with health knowledge,67.3percent of rural residentscost￥0a monthly, and they hope to learn more chronic disease（71.2%）, daily medicine（70.5%）and health care knowledge（65.4%）. The outfit s of three sample areas wereincomplete. Pasting posters (90.0%) and playing audio and video (78.4%) dominatedthe first place in health professional institutions and directly related institutionsrespectively. Infectious diseases, public health emergencies and maternity and childhygiene were important contents of health communication.79.3percents of staff in thedirectly related institutions said that only in the higher level requirements or publichealth emergencies, directly related institutions and health professional organizationswill have a temporary cooperation. The results of quantitative research showed thatthere were no special office of health communication in three sample areas, and also nothad the conditions in multi-sectoral collaboration. Rural residents were not a great admirer of health communication work.84.3percents of the interviewees believe thathealth communication in the rural was difficulty, and the results were not satisfactory.The main body of health communication lack of enthusiasm and initiative. Theconsciousness of directly related institutions staff were stay in passive participation.Conclusion: The work of health communication was borne by department of health,and one-way communication system has been taken in rural areas of Anhui province.The subject of health communication was single, staffs of directly related institutionsalways lack of enthusiasm and independence on health communication in rural areas.Health professional institutions always lack of emphasis on the enthusiasm andinitiative of accepter, and lack of the research and evaluation and feedback on thedemand for health information and knowledge. Meanwhile，a systematic and scientificcommunication environment has not really formed, ways and channels are also relativesimpleness. The overall mastery degree of health knowledge in rural areas was notunsatisfactory, the formation rate of positive health concept was low, so it’s shouldimprove participation and compliance.Suggestion: According to the result of survey, this text proposes the following fivestrategies:⑴To Strengthen communication mechanism in rural areas, and establishing anew concept of “famers’main”.⑵To set up a good image of main body of healthcommunication in rural areas, and arousing their enthusiasm and initiative.⑶To expandthe communication skills, and to innovate the communication content.⑷To position theaccepter of health communication in rural areas accurately, and differentiation massmarket.⑸To detect and evaluate the suitability of accepter, to reflect the progress of itswork. |
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