KAP 模式下新冠肺炎疫情防控宣传动员 策略浅探 ——以河南汝南和浙江绍兴为例

A Brief Study on the Propaganda and Mobilization Strategies againstCOVID-19 under KAP Mode：Taking Runan，Henan Province andShaoxing，Zhejiang Province as Examples

中文关键词: 新型冠状病毒肺炎 防疫宣传动员 KAP 模式 科学普及

英文关键词: COVID-19  anti-epidemic propaganda and mobilization  KAP model  science popularization

中文摘要:

      从健康传播KAP 模式出发，结合河南汝南和浙江绍兴的实地考察，提出提高新冠肺炎疫情防控宣传 动员效能的策略。传播方式上，善用广播，有声宣传胜无声宣传；运用多种媒体手段传播新冠肺炎疫情防控 信息，引发受众无意注意，实现对受众强迫性信息输入；实现同步的人际传播等。传播内容上，运用内容选 择的接近性原则以及适当使用“敲警钟”方式。

英文摘要:

      From the perspective of KAP model of health communication，combined with field study to Runan, Henan province and Shaoxing，Zhejiang province，the strategies to improve the effectiveness of propaganda and mobilization against COVID-19 are proposed as follows：Using a variety of media approaches to spread the COVID-19 prevention information, arousing the public’s inadvertent attention in order to input the information to the public compulsively；employing the synchronous interpersonal information communication；in terms of the information itself，applying the principle of proximity in content selection and using the“alarming”way properly.