癌症如何被呈现？——基于优酷网肺癌视频的内容分析

网络视频已成为重要的内容传播方式，但现有研究少有关注其对疾病的呈现方式与呈现特征。通过确定入选标准和内容编码，对优酷网跨度10年的220个肺癌视频进行分析。研究表明，视频普遍存在信息不权威、不科学与不充分现象。自媒体和非专业的个体是视频发布主体，科学的筛查建议、社会支持、患者实际生存状态等内容极少出现，不同发布来源在健康信念模式要素呈现上存在显著差异。为此，建议加强对媒介平台的融合使用，强化信息呈现形态与内容设计，加强网络平台的内容审核等。

How Is Cancer Presented: A Content Analysis of Videos Regarding Lung Cancer on Youku

Lung cancer is the malignant tumor with the highest death rate in China, which poses a danger to public life and health. Exploring how video websites present lung cancer can provide a reference and perspective for health communication in the mobile Internet era. 220 lung cancer videos spanning 10 years on Youku.com were analyzed by determining the inclusion criteria and content coding. Self-media and non-professional individuals were the main video publishers, and there were more unscientific contents in the published information. The videos simply and programmatically focused on presenting early symptoms of lung cancer, and scientific screening recommendations, social support, and actual survival status of patients rarely appeared. Analysis of the content using the health belief model revealed that action cues, perceived severity, and self-efficacy were the main content presented, and there were significant differences in the presentation of elements of the health belief model among different release sources. The videos generally have information that is not authoritative, scientific, and adequate, which also shows an awkward reality of health information dissemination in the UGC ecology.