Swan James H, Goldsteen R L, Goldsteen K, Clemeña Wendy
Department of Public Health Sciences, Wichita State University, KS 67260-0152, USA.
J Health Soc Policy. 2003;16(3):53-73. doi: 10.1300/J045v16n03_05.
This paper considers evidence of indirect influences of the Harry and Louise media campaign on public support of single payer health coverage in a conservative state.
Data from a statewide, representative public opinion survey on health reform conducted in Oklahoma over a two-year period, 1992-1994, were combined with data on the Harry and Louise media campaign broadcasts. A two-stage structural-equation model tested the hypothesis that support for single payer varied inversely with support for "mainstream" health reform.
Findings support the hypothesis, providing evidence that a campaign affecting support for mainstream health reform inversely affects support for single payer, despite the tendency for support for health reform to correlate with support for single payer.
Findings suggest that an unintended indirect effect of a campaign against mainstream health reform may have been increased support for single payer. Those proposing future reforms should be aware of available media technologies and how they will be used.
本文探讨了“哈利与露易丝”媒体宣传活动对保守州公众对单一支付者医保覆盖支持率的间接影响的证据。
将1992 - 1994年在俄克拉荷马州进行的一项关于医疗改革的全州代表性民意调查数据，与“哈利与露易丝”媒体宣传活动的广播数据相结合。一个两阶段结构方程模型检验了以下假设：对单一支付者医保的支持率与对“主流”医疗改革的支持率呈反比。
研究结果支持了该假设，提供了证据表明，尽管对医疗改革的支持率往往与对单一支付者医保的支持率相关，但影响对主流医疗改革支持率的宣传活动会反向影响对单一支付者医保的支持率。
研究结果表明，反对主流医疗改革的宣传活动可能产生了一个意想不到的间接效果，即增加了对单一支付者医保的支持。未来提出改革建议的人应该了解可用的媒体技术以及它们将如何被使用。
