Department of Communication, University of Missouri-St. Louis, St. Louis, MO 63121, USA.
Health Commun. 2010 Apr;25(3):238-46. doi: 10.1080/10410231003698911.
This study examines the content of and audience response to organ donation videos on YouTube, a Web 2.0 platform, with framing theory. Positive frames were identified in both video content and audience comments. Analysis revealed a reciprocity relationship between media frames and audience frames. Videos covered content categories such as kidney, liver, organ donation registration process, and youth. Videos were favorably rated. No significant differences were found between videos produced by organizations and individuals in the United States and those produced in other countries. The findings provide insight into how new communication technologies are shaping health communication in ways that differ from traditional media. The implications of Web 2.0, characterized by user-generated content and interactivity, for health communication and health campaign practice are discussed.
这项研究运用框架理论，考察了 YouTube 这一 Web 2.0 平台上器官捐赠视频的内容和受众反应。在视频内容和受众评论中都发现了积极的框架。分析揭示了媒体框架和受众框架之间的互惠关系。视频涵盖了肾脏、肝脏、器官捐赠登记过程和青年等内容类别。视频受到了好评。在美国和其他国家制作的组织和个人视频之间没有发现显著差异。研究结果深入了解了新媒体技术如何以不同于传统媒体的方式塑造健康传播。讨论了以用户生成内容和互动为特点的 Web 2.0 对健康传播和健康运动实践的影响。
