摘要
目的 对新型冠状病毒肺炎(coronavirus disease 2019,COVID-19,以下简称新冠肺炎)疫情早期北京市疾病预防控制中心制作、发布的科普短视频的播放情况进行分析,为提高专业机构在突发公共卫生事件中的健康传播能力提供依据。方法 以2020年2月4日-4月15日在15家网络视听平台、“健康北京”今日头条号、“北京健康科普”抖音号、“北京市疾病预防控制中心”微信公众号发布的短视频为研究对象,对不同平台视频的播放量进行比较,采用F检验对不同内容、不同时长视频的播放量进行比较。结果 15家网络视听平台共发布视频80个,平均每个视频的播放量为495.38万次。不同媒体平台发布相同视频18个,15家网络视听平台每家平台的平均视频播放量为34.81万次,分别是“健康北京”头条号、“北京健康科普”抖音号和“北京市疾病预防控制中心”微信公众号的8.86倍、172.90倍和34.28倍。F检验结果显示,不同内容的视频平均播放量不同(P<0.001),返京政策类视频平均播放量最高;不同时长视频的平均播放量差异有统计学意义(P<0.001),时长在5 min以上的视频平均播放量低于5 min及以下视频的平均播放量。结论 北京市疾病预防控制中心在新冠肺炎疫情早期与多个专业网络视频平台联合播放科普短视频,把握关键传播节点,及时回应公众的需求,控制视频时长,达到了广泛的传播效果。
Objective To analyse the broadcasting of popular science short videos produced and released by the Beijing Center for Disease Prevention and Control during coronavirus disease 2019(COVID-19) epidemic early stage,and to provide evidence for improving the professional institutions health communication ability in public health emergencies.Methods The short videos released on 15 online audio-visual platforms,“Healthy Beijing” Today’s Toutiao account,“Beijing Health Science Popularization” Douyin account,and “Beijing Center for Disease Prevention and Control” WeChat account from February 4 to April 15,2020,were collected to compare the video playback volume of different platforms.And the F-test was used to compare the playback volume of videos with different content and different durations.Results A total of 80 videos were released by 15 online audio-visual platforms,with an average of 4.953 8 million views per video.A total of 18 identical videos were released on different media platforms.The 15 online audio-visual platforms had an average of 0.348 1 million views of each video,which was 8.86 times the “Healthy Beijing” Today’s Toutiao account,172.90 times of the “Beijing Health Science Popularization” Douyin account and 34.28 times the “Beijing Center for Disease Prevention and Control” WeChat account.The F test result showed that there was a statistically significant difference in the playback volume of different content videos(P<0.001),with the highest average playback volume of videos on return to Beijing policies.There was a statistically significant difference in the average playback volume of different duration videos(P<0.001).The average playback volume of videos longer than 5 minutes was lower than that of videos of 5 minutes or less.Conclusions During COVID-19 epidemic early stage,Beijing Center for Disease Prevention and Control jointly broadcast short science videos with professional network video platforms,grasping key communication nodes,responding to public needs in a timely manner,controlling the video duration to achieve a wide dissemination effect.
作者
郑茹
韩晔
黄剑辉
洪玮
段佳丽
ZHENG Ru;HAN Ye;HUANG Jian-hui;HONG Wei;DUAN Jia-li(Beijing Center for Disease Prevention and Control,Beijing 100013,China)
出处
《首都公共卫生》
2021年第6期330-332,346,共4页
Capital Journal of Public Health
关键词
科普短视频
健康传播
媒体
Popular science short video
Health communication
Media
