摘要
目的分析医院新闻报道,为医院宣传工作提供数据支持和决策建议。方法运用框架理论下的内容分析法,对报道主题和体裁进行统计分析。结果科普知识新闻数量最多(724项,占总量的41.6%),其次为学术知识新闻(198项,占总量的11.4%);消息和通讯的报道体裁最多,分别为1066项(61.3%)、550项(31.6%)。结论健康科普知识、专业学术知识是媒体最为关注的医院新闻主题,充分开展健康科普、专业学术新闻宣传是打造医院品牌形象的必要手段;专题、特写等类型的深入报道较为缺乏,因此应加强主动深入的专题、系列策划,进一步提升医院宣传工作。
Objective To analyze hospital news and reports, so as to provide data support and decision-making proposals for the hospital publicity work. Methods The content analysis method under the Frame Theory flame was adopted to conduct statistical analysis on the news theme and news genre. Results Popular science news accounts for the largest proportion（724,41.6%）, and academic news ranks the second（198,11.4%）. News reporting and communication are the most frequently used news genre, the number of which are 1066（61.3%） and 550（31.6%） respectively. Conclusion Popular science about health and professional and academic knowledge are the hospital news themes to which the media pay the greatest attention. Dissemination of popular science about health and news about the profession and academia is a necessary means to build hospital brand and image. The hospital should strengthen the planning of in-depth news report, such as in-depth coverage of special topics and feature articles, which are currently insufficient, so as to improve the publicity work in the hospital.
出处
《医院管理论坛》
2016年第1期26-28,41,共4页
Hospital Management Forum
关键词
医院新闻
框架理论
内容分析
Hospital news
Frame theory
Content analysis method
