| 摘要: | 隨著新科技日益進步及醫療品質的提升，大眾對於健康資訊越來越重視。民眾獲取資訊的管道來源為電視、報紙、雜誌、醫院診所以及廣播電台及網路。而根據過去的健康傳播研究了解，民眾藉由電視傳播媒體，特別是新聞報導事件，成為民眾對疾病或健康認識與建立價值觀的重要管道，人與人之間口碑傳播也是一項的健康資訊來源管道。由此可知，傳播媒體對於公共健康事件的傳播上佔了舉足輕重的地位，也使得醫學界與傳播界劃上連結。此外，各種媒介傳播的發展及電視的普及化，包括網路的興起，使得民眾取得健康資訊的來源更加多元化，也使得健康資訊垂手可得。
然而，因為醫學領域的專業性與台灣目前在醫學傳播領域的記者或傳播者，仍有認知差距，這樣認知差距很容易在新聞節目、報紙文字中呈現出來，因此專業的基礎是更加重要的。首要思考的方向是如何縮小醫藥界與傳播界健康傳播認知差距。醫療是一個專業的領域，醫學知識與複雜的醫學術語，不是一般民眾可以一朝一夕就能清楚理解。這種醫學知識不對等的現象很容易在溝通訊息上產生障礙，而面對國家突發危急公共健康的事件，政府對民眾的健康訊息傳達就更為重要。
由於科技進步快速，使得政府已經無法再以過去單向傳播的方式來影響民眾的認知與行為；因為媒介的多樣化，使得民眾有更多蒐集健康資訊的管道。因此，政府的防疫工作不應只侷限在宣傳，而是要教育民眾健康素養的養成。本研究以2009至2010年的H1N1事件為例，研究政府在推動防疫政策上，健康資訊傳播與健康素養的關聯性。
本研究透過分析政府Ｈ1N1新型流感（即施打疫苗等議題）政策宣傳之策略探討下列四項議題:
1.政府推動健康資訊傳播過程中所面臨之困境
2.現今民眾接收健康傳播之程度、方式與成效
3.政府與大眾傳播媒體在健康傳播上之認知及資訊呈現方式之差距
4.政府如何推動健康資訊傳播以及提升民眾之健康素養。
經本研究相關文獻及深度訪談之分析與探討，本研究發現如下：
1.政府在推動新型H1N1預防接種疫苗政策所面臨的狀況與困境共可區分為四大塊，分別是國內疫苗製造時間不及與製造能力、國外買不到疫苗、民眾對新疫苗之信心不足及公務員採購問題。
2.鑒於「網際網路」的雙向傳播性、個人性、即時性與機動性，使得此一新興媒介所報導的健康訊息內容的不正確性及個人色彩比例相當高，難以規範，不利民眾健康素養培養。
3.政府的健康傳播模式與一般企業的健康傳播模式不論在管道、內容及頻率上均有顯著的差異性。
4.與媒體的關係將影響疫情防治效果。
5.健康素養的培養有賴從小及平日做起。
Because of the development of new technology and increasing of medical quality, people care more about health for themselves. From television, newspaper, magazine, hospital, radio and internet, people can receive any health information they need. According to the former researches, the health or disease news issues reporting by television is the most important way to build up the health and disease knowledge and value for most people. Word-of-mouth is another common way of receiving information. Thus media play an important role of communicating public health issue and make a correlation to medical field. Internet and many new technologies of media also provide alternative ways for people to reach the health information easier than before.
However, there is still a knowledge gap between the professional medical experts and journalists or media. This gap can be shown on television program or in newspaper article, so journalists and media need to improve their basic medical knowledge. So far, the most significant issue is to think how to reduce the knowledge gap. Medical science contains many recondite knowledge and terminology which is not easy to understand and will cause confusion and obstacle when communicating with public. So the Government must solve this problem in order to communicate health information clearly and correctly to public when an urgent health event occurs.
Due to the development of new technologies, people can choose any medium to collect health information, so the Government cannot affect the identification and behavior of the people by using one-way communication any more. The Government should focus more on how to cultivate people’s health literacy, which is the basis, not only on propaganda. This study focuses on the disease prevention policy of H1N1 during 2009 to 2010 and tries to find out the relationship between health information communication and health literacy.
This study aims at the Government’s propaganda policy of H1N1 (executing vaccine shot) and discusses four important issues:
1. Difficulties of communicating health information of the Government
2. How does public receive health information and what is the result
3. The gap of health identification and communication ways between the Government and mess media
4. How does the Government propagate health information and increase public’s health literacy.
According to the reviews and depth interview’s result, the study discovers five points:
1.There are four difficulties when the Government propagates H1N1 vaccine shot. First, the ability and efficiency of producing new vaccine of our country; second, the shortage of the vaccine from import; third, public does not have enough confidence toward new vaccine and last one, the problem of purchasing vaccine.
2.“Internet” has the character of two-way communication, personal, real-time and mobility which may disperse incorrect health information, however, no specific regulation can restrict this situation.
3.The way that Government communicates health information to public is quite different form enterprises, no matter on channels, contents or frequency.
4.The relationship between the Government and Media can affect the result of epidemic prevention propaganda.
5.We need to cultivate the health literacy from childhood. |
