Della Lindsay J, Eroglu Dogan, Bernhardt Jay M, Edgerton Erin, Nall Janice
Department of Communication University of Louisville, Louisville, KY 40292, USA.
Health Mark Q. 2008;25(1-2):147-74. doi: 10.1080/07359680802126210.
Market trend data show that the media marketplace continues to rapidly evolve. Recent research shows that substantial portions of the U.S. media population are "new media" users. Today, more than ever before, media consumers are exposed to multiple media at the same point in time, encouraged to participate in media content generation, and challenged to learn, access, and use the new media that are continually entering the market. These media trends have strong implications for how consumers of health information access, process, and retain health-related knowledge. In this article we review traditional information processing models and theories of interpersonal and mass media access and consumption. We make several theory-based propositions for how traditional information processing and media consumption concepts will function as new media usage continues to increase. These propositions are supported by new media usage data from the Centers for Disease Control and Prevention's entry into the new media market (e.g., podcasting, virtual events, blogging, and webinars). Based on these propositions, we conclude by presenting both opportunities and challenges that public health communicators and marketers will face in the future.
市场趋势数据显示，媒体市场持续快速演变。近期研究表明，美国媒体受众中有很大一部分是“新媒体”用户。如今，媒体消费者比以往任何时候都更频繁地同时接触多种媒体，被鼓励参与媒体内容创作，并且面临着学习、获取和使用不断涌入市场的新媒体的挑战。这些媒体趋势对健康信息消费者获取、处理和留存健康相关知识的方式有着重大影响。在本文中，我们回顾了传统信息处理模型以及人际和大众媒体获取与消费的理论。我们针对随着新媒体使用持续增加，传统信息处理和媒体消费概念将如何发挥作用提出了几个基于理论的命题。疾病控制与预防中心进入新媒体市场（如播客、虚拟活动、博客和网络研讨会）所产生的新媒体使用数据支持了这些命题。基于这些命题，我们最后阐述了公共卫生传播者和营销人员未来将面临的机遇与挑战。
