大众媒体运动和"文件抽问题":研究如何避免竞选失败的混合方法研究
James Kite1, Margaret Thomas1, Bill Bellew1
1Prevention Research Collaboration, Sydney School of Public Health and Charles Perkins Centre, University of Sydney, Sydney, NSW, Australia.
PloS one
|April 16, 2024
概括
公共卫生大众媒体活动往往由于系统性问题而不是个人错误而失败. 解决长期战略,背景,评估和关系是提高竞选成功的关键.
科学领域:
- 公共卫生 公共卫生
- 社交营销是社会营销.
- 沟通研究 沟通研究
背景情况:
- 大众媒体活动被广泛用于公共卫生倡议.
- 尽管成本高昂,但竞选失败的原因未得到充分分析.
研究的目的:
- 探索导致公共卫生活动失败的机制.
- 确定策略,以避免或克服在活动规划,实施和评估中的常见错误.
主要方法:
- 顺序混合方法方法. 顺序混合方法方法.
- 三轮研究涉及28名公共卫生运动专家的采访和调查.
- 数据的主题分析与诱导主题生成.
主要成果:
- 确定了四个影响竞选成功的系统因素:长期战略思维,理解竞选背景,利用评估学习,培养强大的关系.
- 这些因素的相互依赖性:一个领域的表现不佳会影响其他领域.
- 政治背景显著影响竞选成功因素.
结论:
- 竞选失败源于整个规划,执行和评估阶段的系统问题.
- 提高竞选结果需要解决这些系统因素.
- 错误不仅仅是个人的错误,而是嵌入到竞选过程中.
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