摘要
目的本文以新浪微博365天内带“癌症”关键词的所有微博热搜为研究对象,探索网络热搜下癌症防治议题的传播范式和效果。方法开展癌症热搜议题类型的文本归纳和关键意见领袖识别,采用Python技术抓取热搜词条下的微博评论进行语义网络分析与情感分析。结果主流媒体与健康类账号在健康传播中的议程设置作用明显;用户呈现中性偏正向的情感,并在讨论中强化健康行为决策。结论微博热搜是开展癌症防治科普的良好抓手,可利用不同类型癌症热搜议题特点和扩散途径,服务健康传播;主流媒体应积极参与癌症相关的议程设置,健康领域专家应把握好话语权。
Objective To explore how cancer-related trending topics spread on social media as well as its effectiveness by taking cancer-related trending topics on Weibo within 365 days as the research subjects.Methods Text summarization and key opinion leaders identification were carried out to identify the types of cancer trending topics.Python technology was used to crawl the microblog comments under the trending topics s for semantic network analysis and sentiment analysis.Results Mainstream media and health accounts played an important role in agenda setting of health communication.Users showed neutral to positive emotions,and reinforced their healthy behavior decisions in the discussion.Conclusion Weibo trending topics is a key to carry out cancer prevention and health education,which can serve the health communication by taking advantage of the characteristics of different types of cancer trending topics and diffusion channels.Mainstream media should actively participate in cancer-related agenda setting,and health experts should cherish their discourse authority.
作者
阮丹浓
马华君
王屹峰
RUAN Dan-nong;MA Hua-jun;WANG Yi-feng(Zhejiang Cancer Hospital/Institute of Basic Medicine and Cancer,Chinese Academy of Sciences)
出处
《医院管理论坛》
2023年第4期35-40,74,共7页
Hospital Management Forum
基金
浙江省医院可持续发展正大天晴研究项目,编号:2018ZHA-ZDTQ209。
关键词
健康传播
社交媒体
网络热搜
议程设置
舆情分析
Health communication
Social media
Trending topic
Agenda-setting
Public opinion analysis
