清华大学
综合论文训练38所
题目：乙肝议题在媒体报道中所存在的问题——以《人民日报》、《新
京报》、《健康时报》为例
系别：新闻与传播学院
专业：新闻学
姓名：刘梦泽
指导教师：王君超副教授
2010 年6月1日
中文摘要
根据卫生部在2006年开展的全国人乙肝血清流行病学调查结果，我国人乙肝表面抗原携带率为7.18%，即9300万人，其中慢性乙肝患者约2000万例。然而，根据中华医学会2005年发布的《中国乙肝患者认知现状研究报告》，我国乙肝患者对乙肝基本知识了解不足、准确性不高，甚至产生对错误目标和方法的认同，造成病情延误。同时，非乙肝病毒携带者对于乙肝的基本知识也存在匮乏和误解的现状，不利于乙肝疾病的预防和消除“乙肝歧视”。
大众传媒在影响人们认知、态度和行为中起着重要作用，通过报纸、电视等大众传媒获得乙肝知识是患者除医生之外第二大信源，因此，保证乙肝议题在大众传媒中足量、准确地传播成为目前亟待解决的重要健康传播议题。
基于以上考虑，本文的研究对象，是《人民日报》、《新京报》和《健康时报》三张全国知名的综合性与专业性大报中自2007年4月到2010年3月所有关于乙肝议题的报道，通过历时性的研究分析勾勒出这三大报纸对乙肝议题的报道脉络，并用访谈法对不同年龄层次的18人样本进行访谈，了解受众对乙肝议题的需求。探讨它们在进行健康传播应起的作用，分析报道特点，出报道中存在的问题，提出报道建议。
关键词：乙肝议题；健康传播；内容分析；议程设置；文本分析
ABSTRACT
According to the National Seroepidemiological survey of Hepatitis B conducted by the Ministry of Health in 2006, 7.18% of Chinese were hepatitis B carriers, that is to say, 93 million Chinese were infected and 20 million were life-long carriers.
However, the Cognitive Study of Hepatitis B Patients in China, published by Chinese Medical Association in 2005, shows that Hepatitis B patients in China are lacking of the accurate basic knowledge of this disease. What’s worse, many of them even have unrealistic treatment goals and receive wrong and harmful treatment methods, resulting in delay of treatment. Meanwhile, the misunderstanding of this disease also contributes to the spread of the virus and Hepatitis B discrimination.
Mass media play a significant role in communicating basic knowledge and prevention measures of Hepatitis B, and can even greatly influence public’s perception. Ranking after doctors, mass media tools such as newspapers and television programs are two primary information sources, setting up the image of the disease. Therefore, ensuring the abundance and accuracy of the information communicated by those media is an urgent task in health communications.
The paper selects People's Daily, Beijing News and Health Time s, three renowned Chinese newspapers as research subjects, and tries to explore their news coverage patterns on Hepatitis B from April, 2007 to March, 2010. As a compliment to the former analysis of newspapers coverage, the paper also quotes the results from a series of 18 interviews conducted by the author by stratified sampling. Research conducted by both methods shows that the report method and news writing of this disease is not appropriate. Finally, solutions and recommendations such as education of health related knowledge are provided.
Key Words: Hepatitis B；health communication；content analysis；agenda-setting；text analysis

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