PM2.5 事件的传播效果及其影响因素———焦点小组访谈的定性资料分析

The PM2.5 Event’s Communication Effect and its Influence Factors：Qualitative Data Analysis for Focus Group Interviews

中文关键词: PM2.5 焦点小组 影响因素

英文关键词: PM2.5  focus group  influencing factors

中文摘要:

      针对2011 年底PM2.5 引发空气质量之争的科学传播热点问题，采取焦点小组访谈的研究方法，探讨在提供多种观点材料、将媒体争论的焦点问题作为讨论重点的情况下，被访谈者的选择偏向以及产生选择偏向的原因，以分析PM2.5 事件的大众传媒传播知晓及说服效果及其影响因素。分析了学科背景、学历、接触媒体习惯和形式、信源可信度、意见领袖、环保意识及成长环境对传播效果的影响，并根据研究结果在科学传播方式、意见领袖的利用、表现形式等方面提出科普宣传的建议。

英文摘要:

      According to the hot issues of science communication on air quality triggered by PM2.5 at the end of 2011，focus group is adapted to research the interviewees’selection bias and the reasons on providing variety of materials and taking the media controversy questions as focuses of the discussion， for analyzing the awareness and communicating effect of mass media’s publicity and influencing factors. The communication effect is influenced by the factors of disciplinary backgrounds， education， habits and forms of access to media， credibility of information source and opinion leader， environmental awareness and environment. Based on research results，we give some suggestions on science popularization in the scientific mode of transmission， the use of opinion leaders and the forms of propagation.