摘要：

【目的】探讨融媒体时代医学学术期刊(简称医学期刊)健康科普传播的优化策略,为其有效应对伪科普,更好地履行科普使命,服务全民健康事业提供借鉴。【方法】在梳理医学期刊健康科普理论基础与研究框架的基础上,针对其传播的现状及挑战,引入“医学传播学”的SACRE模型,结合代表性期刊的科普实践案例,从科学性主体、科普对象、医学科普内容、传播途径、科普效果5个要素总结分析医学期刊健康科普优化的策略。【结果】在融媒体模式下,医学期刊的健康科普契合“医学传播学”及其SACRE模型的要求,可以基于SACRE模型,通过强调科学性主体、基于“感知疾病距离”理论细分科普对象、传播有定论的科普内容、适配健康需求场景、基于一级预防评估科普传播效果等途径进行优化,有效应对融媒体时代的挑战及需求。【结论】基于“医学传播学”SACRE模型的健康科普优化策略,更具权威性、科学性、系统性,可破解公众对医学科普的迫切需求与权威信息缺乏的矛盾,提升医学期刊健康传播的效能。

关键词: 医学期刊, SACRE模型, 健康传播, 医学传播学, 融媒体, 优化策略

Abstract:

[Purposes] To explore the optimization strategy of health science popularization of medical academic journals(medical journals for short) in the era of converged media, and provide reference for its effectively responding to pseudo science popularization, better performing the mission of science popularization, and serving the national health cause. [Methods] On the basis of combing the theoretical basis and research framework of health science popularization in medical journals, aiming at the current situation and challenges of its dissemination, the SACRE model of “medical communication” was introduced. Combined with the science popularization practice cases of representative journals, the optimization strategies of health science popularization in medical journals were summarized and analyzed from five elements: scientific subject, audience, clinic content, route, and effect. [Findings] The health science popularization of medical journals under converged media mode meets the requirements of “medical communication” and its SACRE model. Based on SACRE model, it can be optimized by emphasizing scientific subjects, subdividing the audience based on the theory of “perceived disease distance”, disseminating conclusive clinic content, adapting to health demand scenarios, and evaluating the effect of popular science dissemination based on primary prevention, so as to effectively meet the challenges and needs in the era of converged media. [Conclusions] The optimization strategy of health science popularization based on the SACRE model of “medical communication” is more authoritative, scientific and systematic, which can solve the contradiction between the public’s urgent need for medical science popularization and the lack of authoritative information, and improve the efficiency of health communication of medical journals.

Key words: Medical journals, SACRE model, Health communication, Medical communication, Converged media, Optimization strategy