乡村医生的健康传播功用及其角色变迁

乡村医生在发展之初承担着健康信息的传播工作,为乡村健康传播作出了重要贡献,并成为我国乡村健康传播中重要的意见领袖。然而,随着乡村医生管理体制的变革和大众媒介的发展,乡村医生技能水平受到质疑,村民获取健康信息不再依靠乡村医生,乡村医生的权威和传播功能逐渐丧失,乡村医生意见领袖的角色逐渐消解。为发挥乡村医生在日常健康传播和突发公共卫生事件时期的功用,政府应采取多种措施,重建乡村医生意见领袖的权威和地位,保证乡村健康传播的有效性、及时性、通畅性。

Function of Rural Doctors in Health Communication and the Role Transition

In the early stage of development, the rural doctors were in charge of the health communication work of health information, who have made significant contribution to rural health communication and became the opinion leader in rural health communication in China.However, with the reform of rural doctors management system and the development of mass media, the skill level of rural doctors is questioned, villagers no longer rely on rural doctors to get health information, rural doctors authority and communication function gradually lose and the role of rural doctors as opinion leader is dispelling step by step.For the purpose of rural doctors in their daily health communication and public health emergencies, the government should take various measures to rebuild the authority and the status of rural doctors as opinion leader and ensure the effectiveness, timeliness and patency of rural health communication.