情境导向与专家权威：《人民日报》微博应急科普实证研究

中文关键词: 应急科普 社交媒体 主流媒体 《人民日报》

英文关键词: emergency science popularization  social media  mainstream media  People’s Daily

中文摘要:

      如今，社交媒体已经成为公众获取应急科普信息的主要渠道之一。官方媒体在社交媒体平台开展应急科普，有助于降低公众获取与辨识应急科普信息的成本，提升公众对应急知识的掌握程度，增强公众的应急防范能力。本研究采用内容分析法，将人工编码与机器编码相结合，分析《人民日报》微博从 2019年 12 月 27 日至 2022 年 12 月 31 日发布的新冠肺炎疫情科普相关报道，研究发现，《人民日报》微博的新冠肺炎疫情应急科普以情境为导向针对性发布信息，以满足公众信息需求；注重引用专家信源确保科普的科学性与准确性，客观诠释风险，破除谣言，及时传递防护、诊疗知识，为公众应对危机提供可靠指导。研究还发现，应急科普中诊疗信息的传递与对权威信源的引用能够显著激发公众参与。据此，本研究进一步阐释了情境导向与专家权威在主流媒体应急科普中的重要性与作用机制，并探讨了社交媒体环境下将公众纳入应急科普协同网络的可能性。

英文摘要:

      Social media has become one of the primary channel for the public to obtain emergency science popularization information. In the social media context，emergency science popularization on mainstream media may reduce the cost of obtaining and identifying emergency science information for the public and promote the public to make sense of the risk and respond effectively. This study uses manual and computer-driven content analysis methods to examine the content of science popularization messages in People’s Daily microblog during the Covid-19 epidemic. The results show that emergency science popularization on People’s Daily microblog was situation-oriented to satisfy the public information needs and relied on authoritative sources to ensure the contents accuracy and reliability. It interpreted risks objectively and corrected misinformation continually to promote public understanding of the disease. In addition，sufficient efficacy information was transmitted to provide reliable guidance for the public. The study also indicates that knowledge about treatment and authoritative sources were significantly associated with greater public engagement. Accordingly，this study further illustrates the importance and mechanisms of situational factors and authoritative experts in mainstream media’s emergency science popularization，and explores the possibility of public participation in the collaborative network of emergency science popularization in social media context.