Short-term communication effects of the "Healthy Lifestyle for All" promotion workshops held during September 2018 in China
10.3760/cma.j.issn.1674-0815.2019.06.003
- VernacularTitle: 2018年全民健康生活方式宣传月传播效果短期比较
- Author:
Jinglei WANG
1
;
Jixiang MA
;
Yibing YANG
;
Yuan LIU
;
Ainan JIA
;
Wenhui SHI
Author Information
1. Division of Health Management for Non-communicable Disease and Ageing, Chinese Center for Disease Control and Prevention, Beijing 102206, China
- Publication Type:Journal Article
- Keywords:
Life style;
Information dissemination;
Three reductions and three health activities;
National action
- From:
Chinese Journal of Health Management
2019;13(6):480-484
- CountryChina
- Language:Chinese
-
Abstract:
Objective:To explore the short-term effects of communicated activities regarding the China Healthy Lifestyle for All workshop held during September 2018.
Method:"National action for three reductions and three health activities" and related content ( "salt reduction," "oil reduction," "sugar reduction," "oral health," "healthy bones," and "healthy weight" ) were used as keywords. Starting September 1, thematic publicity topics were launched and implemented throughout the month. The National Action Office issued promotional materials one day in advance through the WeChat Work Group known as the health promotion network in the mainland, which had been developed by members from different provinces, cities, and counties, to disseminate the materials for use both offline and online. Using search engines such as Baidu search and Sogou search, a third-party professional evaluation agency intelligently captured relevant information and texts from various organizations (including provinces, cities, and countries). The information was gathered and sorted according to different channels and forms; thereby, a database was formed for analysis. The content analysis method was used to quantitatively analyze the change trend of the release volume of related reports, and classified statistics were conducted according to different communication channels and forms. Baidu index, WeChat interactive volume, WeChat index, and Weibo hit times were used for evaluation. Researchers analyzed the difference of release volumes in different provinces (municipalities directly under the central government and autonomous regions), as well as in eastern and central regions.
Results:The daily communication trend increased significantly after September, with 42 176 reports on related topics, peaking on September 3 (2 703 reports in a single day); effects of the topic establishment and publicity were shown during the entire month. The Badu index showed the same tendency. The keywords "three reductions," "three health," "all-people action," "oil reduction," "sugar reduction," "salt reduction," "oral health," "healthy bones," and "healthy weight" had become high-frequency words. From the perspective of communication channels, there were 17 576, 11 453, and 8 034 reports by WeChat, the news, and Weibo, respectively, accounting for 41.76%, 27.16%, and 19.05% of the total; these report rates were obviously higher than those of other communication channels. WeChat’s interactions reached 4 064 699, and the WeChat index rose to a peak of 858 275 on September 1, which was 194.44 times higher than on August 10 (before the promotional month); additionally, the number of micro-blogging hits reached 130 907 879. Regarding the form of presentation, in descending order, the most frequent type was graphics, followed by star propaganda, radio drama, and health super material. In addition, the gap between the top five provinces ranked by each channel was large. The number of daily releases varied significantly among provinces (municipalities and autonomous regions), with Beijing taking the top spot with 81 articles, while the western provinces of Xinjiang, Ningxia Hui Autonomous Region, Qinghai Province, and Tibet had relatively low daily releases. Even the gap of rank among the top five in WeChat, news, and individual micro-blogs were larger: Beijing, Shandong Province, and Zhejiang Province were the country’s top three regions in WeChat publishing volume. The communication effect in the eastern, central, and western regions was considerably different, with the eastern region clearly responding better than the other two regions, and the western region had insufficient propaganda capacity as a whole.
Conclusion:The communication effect of the China Healthy Lifestyle for All month activities in 2018 was quite effective, but the gap in communication effect by provinces was large.
