走向有限的道德化:复兴中国在紧急情况下的数字疫苗传播活动
1College of Humanities, Donghua University.
Health communication
|February 4, 2026
概括
中国国家媒体使用道德和娱乐策略来推广疫苗. 过度道德化可能会降低效率,这表明需要平衡,文化敏感的沟通方法.
科学领域:
- 公共卫生传播 公共卫生传播
- 社交媒体分析 社交媒体分析
- 文化研究 文化研究
背景情况:
- 疫苗传播研究往往忽视了文化特定的策略.
- 中国国家对疫苗推广的做法,特别是在紧急情况下,是研究不足的.
- 现有的研究重点是商业营销和社会动员,没有探索文化调整的方法.
研究的目的:
- 检查中国国家如何在紧急情况下在社交媒体上推广疫苗时使用道德化和娱乐.
- 分析疫苗接种作为文明实践的框架,整合家伦理和生物医学理性.
- 了解娱乐负担在增强情感共和参与参与疫苗运动中的作用.
主要方法:
- 对205个政府制作的视频进行内容分析.
- 进行了58次利益相关者采访.
- 对社交媒体内容和采访进行定性分析,以确定沟通策略.
主要成果:
- 中国国家将疫苗接种作为一种文明实践,将家道德与生物医学科学融合在一起.
- 娱乐元素,如有趣的表演和互动性,被用来促进参与和情感联系.
- 过于强烈的道德呼吁可以降低信息的接受度,表明需要适度.
结论:
- 有效的疫苗沟通需要"有限的道德化",平衡道德上的呼吁与实际的指导.
- 文化为基础的健康运动应该整合集体主义和个人主义的价值观,以及具有事实信息的娱乐.
- 拟议的框架优化了国家-社会沟通动态,以提供有说服力和尊重的公共卫生信息.
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