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在无偿献血的普及过程中,大众媒体宣传一直起着重要作用。但不可否认的是,随着舆论环境的变化,公众对无偿献血及其政策在态度上产生偏移,这对大众媒体宣传模式的革新形成挑战。本文借用传播学中的框架分析理论,对以《中国青年报》为代表的大众媒体在“无偿献血”议题上的宣传与报道进行内容分析,发现大众媒体“无偿献血”议题报道模式化仍较为严重,过于情感输出,而忽视基础科学知识的告知与普及。本文认为,大众媒体需要打破模式化报道框架,从事实告知和情感共鸣两方面回应公众舆论,增强公众对无偿献血的认同。
Mass media outreach has played an important role in the popularization of blood donation. However, it is undeniable that with the changes in the public opinion environment, public attitudes towards unpaid blood donation and its policies have shifted. This poses a challenge to the reform of the mass media publicity model. This article borrows the theory of frame analysis in communication studies to analyze the contents of the propaganda and coverage of the mass media represented by “China Youth Daily” on the topic of “blood donation without compensation” and finds that the mass media “free blood donation” Pattern is still more serious, too emotional output, while ignoring the basic science knowledge and popularization. This article argues that the mass media need to break the framework of the model of reporting, respond to public opinion both from facts and emotional resonance, and enhance the public’s approval of blood donation.