摘要
目的探讨公立医院高影响力健康科普短视频的特征及影响力提升路径,为提升公立医院的健康科普水平提供参考。方法基于"医策智库"公众号发布的《中国医院视频影响力排行榜各省排行(2022.07)》榜单,选取东、中、西部地区三级甲等公立医院的微信视频号,然后在各医院的微信视频号中选取截至2023年9月22日发布的,点赞量最高的1个健康科普短视频作为研究对象;以传播指数为结果变量,以标题长度、视频时长、专家出镜、网感语言、内容类型和热点选题为条件变量,运用模糊集定性比较分析挖掘多个条件变量及其组合与科普短视频高影响力间的关系。结果共纳入90个健康科普短视频,东中西部地区各30个。单个条件变量的一致性均<0.9,不是医院健康科普短视频获得高影响力的必要条件。归纳出提升公立医院健康科普短视频影响力的5条组态路径,其中路径1通过专家出镜、热点选题、简短标题并且避免使用网感语言等特征吸引用户;路径2通过叠加专家出镜与热点选题,采用紧凑的标题、短时长与信息型的内容类型吸引用户;路径3通过长时长、专家出镜和信息型的内容类型,以及详尽的标题吸引用户;路径4通过详尽的标题、专家出镜和网感语言,以及短时长和示范型的内容类型吸引用户;路径5通过长时长、专家出镜和热点选题,以及避免使用网感语言和采用信息型的内容类型吸引用户。解的一致性为0.875,解的覆盖率为0.555。结论可通过不同的组态路径提升健康科普短视频的影响力,公立医院可以此为参考,充分利用自身资源,根据不同情境要求采用适宜的路径制作健康科普短视频,以提高健康科普的传播效果。
Objective To explore the characteristics of high-impact health science popularization short videos in public hospitals and the improvement path,and provide reference for improving the level of health science popularization in public hospitals.Methods Based on the list of"Ranking of China′s Hospitals in the Video Impact Ranking List of Provinces(2022.07)"released by the official account of the"Medical Policy Think Tank",selected the WeChat video channel of the tertiary grade A public hospitals in the east,middle and west regions of China,and then selected the health science popularization short video with the highest number of likes published as of September 22,2023 from the WeChat video channel of each hospital as the research object.Using the communication index as the result variable and the title length,video duration,expert appearance,net-sense language,content type,and hot topic selection as conditional variables,a fuzzy-set qualitative comparative analysis was applied to explore the relationship between multiple conditional variables and their combinations and high-impact for health science popularization short videos.Results A total of 90 short health science popularization videos were included,with 30 each from the East,Central,and West regions of China.The consistency of individual condition variables was<0.9,which was not a necessary condition for health science popularization short videos to obtain high-impact.Five configuration paths to increase the impact of health science popularization short videos were summarized,in which Path 1 attracted users through features such as expert appearances,hot topics,short titles,and avoiding the use of net-sense language;Path 2 attracted users by superimposing expert appearances and hot topics,and by adopting compact titles,short duration,and informative content types;Path 3 attracted users through long duration with expert appearances and informative content types,as well as detailed titles;Path 3 attracted users through long duration with expert appearances,inf
作者
王俊
张梦萍
熊晶晶
Wang Jun;Zhang Mengping;Xiong Jingjing(School of Medical Humanities and Management,Wenzhou Medical University,Wenzhou 325035,China)
出处
《中华医院管理杂志》
CSCD
北大核心
2024年第5期393-399,共7页
Chinese Journal of Hospital Administration
关键词
医院
公立
健康科普
微信短视频
传播指数
组态路径
模糊集定性比较分析
Hospitals,public
Health science popularization
WeChat Short video
Communication index
Configuration path
Fuzzy-set qualitative comparative analysis
