Cassell M M, Jackson C, Cheuvront B
Department of Health Behavior and Health Education, University of North Carolina, Chapel Hill 27599-7400, USA.
J Health Commun. 1998 Jan-Mar;3(1):71-9. doi: 10.1080/108107398127517.
This article presents a theoretical rationale for using the Internet to conduct persuasive public health interventions. Through an examination of the conceptual bases of persuasion, it is posited that the World Wide Web and other Internet-based resources have many of the characteristics necessary for persuasive communication and may, in fact, constitute a hybrid channel that combines the positive attributes of interpersonal and mass communication. The notion that the Internet features many of the persuasive qualities of interpersonal communication makes it a prime candidate for the application of key behavioral science theories and principles to promote healthier behaviors. The broad reach that the Internet shares with many mass communication channels indicates an economy to Internet-based efforts to communicate with large audiences. It is concluded that if the Internet can be used for persuasive health communication and its reach continues to expand, it is time for public health professionals to explore the design and evaluation of Internet-based interventions directed at health behavior change.
本文提出了利用互联网开展有说服力的公共卫生干预措施的理论依据。通过审视说服的概念基础，我们假定万维网和其他基于互联网的资源具备有说服力的沟通所需的许多特征，实际上可能构成一种混合渠道，它融合了人际传播和大众传播的积极属性。互联网具有许多人际传播的说服特质这一观点，使其成为应用关键行为科学理论和原则以促进更健康行为的理想选择。互联网与许多大众传播渠道一样具有广泛的覆盖面，这表明基于互联网与大量受众进行沟通的努力具有经济性。得出的结论是，如果互联网可用于有说服力的健康传播且其覆盖面持续扩大，那么公共卫生专业人员就该探索针对健康行为改变的基于互联网的干预措施的设计与评估了。
