Analysis On The Risk Communication Of The Measles Vaccine Supplemental Immunization Activities In2010

ObjectiveThis dissertation studies the risk communication of the measles vaccine supplemental immunization activities in2010. It is discussed whether the work accords with the rules of risk communication. By means of investigating the media reports of the time, the author analyzes the intermediation effect of health sector’s external communication. At the end of the dissertation, some advices are given with the aim of promoting the successor work.MethodsThis dissertation mainly adopts the content analysis to construct and define the categories. The author compares the characteristics of different types of media’s reports via collecting the reports’ source, title, viewpoint and content. The health sector’s communication effort of is further reviewed and evaluated.Results1. The official documents’ transmission is the main internal communication of health sector. This study collects four official documents. In addition, the Ministry of Health and CDC organized training programs for four times, in order to transmit the skills of risk communication.2. The activities of health sector’s external communication include releasing the risk information, convening press briefings and organizing the TV and online communication between experts and public.3. In total2252reports are delivered by three kinds of media, including101on TV,252on newspaper,1899on websites.59.8%of the reports are delivered in the prophase of the immunization activities. The timeliness of the reports corresponds to the working strength of the health sector’s external communication.4. Many reports relate to the policy’s publicizing. The reports about the safety of vaccine most appear on TV. The newspaper is apt to report the immunization activities’ proceeding. The reports from TV and newspaper neither involve in the untoward reactions, whereas these information are reported by four chosen commercial websites.5.95%TV reports are news rather than review. There is no interview subjects in nearly half of TV programs, and only7.4%programs interview the public.6.17.5%newspaper reports are published on the front-page.84%reports are news and3.2%are review. The reports’ titles on local newspaper are more positive or neutral evaluation than those on national newspaper. The national newspaper more likely to take the experts and opinion leaders as viewpoint than local newspaper.7. The numerical superiority of online reports is notable. The most viewpoints are from government and journalist while the least are from population inoculated. The differences on content, titles’ semantic orientation, text’s source and the catalogue between commercial websites and official websites.Conclusions1. The risk communication of the measles vaccine immunization supplemental activity is up to the rules of risk communication, reaching the expected goal by and large.2. The internal risk communication of the health sector is precise and ordered. The cooperation with CDC is effectively. The shortcoming is a lack of opinion leaders who can lead the public.3. The beginning time of communication with public is appreciably late, with respect to the well prepared. The public need more time to accept the risk information. The negative public opinion during the prophase affects the result of risk communication.Suggestions1. Prepare more adequately and communicate earlier.2. Improve the network environment and train the opinion leader.3. Construct the trust between expert and public.4. Strengthen cooperation with media, and offer more topic.