健康科普的叙事建构与效果生成 ——基于173件获奖作品的影响因素实证研究

Narrative Construction and Efficacy Generation in Health Science Communication：An Empirical Study on Influencing Factors Based on 173 Award-Winning Works

中文关键词: 科普  健康传播  叙事要素  影响因素  传播效果

英文关键词: science communication  health communication  narrative elements  influencing factors  communication effect

中文摘要:

      优化健康科普文章的叙事策略以提升传播效果，对服务“健康中国”战略具有现实意义。本文以新时代健康科普作品征集大赛连续七届共173件优秀科普文章为样本，依托罗兰·巴特等叙事学理论建立三层十项叙事要素体系，以作品阅读量、点赞量、评论量、回复量构建传播效果量化指标。采用非参数检验筛选关联变量，并通过多元线性回归分析显著影响因素。研究发现：事件节点性、虚拟人物叙述者（vs医生）、内聚焦视角、创新呈现方式及高NRI叙述环境显著正向提升传播效果，且高传播效果作品中存在多种叙事要素协同配置模式。未来创作可围绕组合式创作策略、互动参与设计、专业IP运营等路径，从叙事层面系统提升健康科普文章的传播效果。

英文摘要:

      Optimizing the narrative strategies of health science communication articles to enhance their communication effect holds practical significance for serving the "Healthy China" strategy.This study took 173 award-winning excellent science articles from seven consecutive sessions of the New Era Health Science Communication Contest as its sample.Based on narratological theories such as Roland Barthes’,a three-level, ten-element narrative system was established.The communication effect was quantified by four metrics:reading volume,likes,comments,and replies.Non-parametric tests?were employed to screen for associated variables,and multiple linear regression analysis was conducted to identify significant influencing factors.The findings revealed that event relevance,virtual character narrators (as opposed to doctors),internal focalization,innovative presentation methods,and high NRI narrative environments significantly enhance communication effect,and that multiple synergistic configurations of narrative elements exist in high-performing works.Future efforts could systematically improve the communication effect of health science communication articles at the narrative level through combined creation strategies,interactive participation design,and professional IP operation.