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目的 了解国家卫生计生委“健康中国”微信公众号发布信息的受众阅读情况。方法 以2015年1月1日—12月31日“健康中国”官方微信公众号推送的514条信息为研究对象,按照信息内容进行分类,分析并对比不同类别信息的阅读量。结果 2015年度发布信息总阅读量为242.58万次,平均阅读量为4719.5次。其中,健康科普知识阅读量最高,平均为8427.3次;典型人物和事迹阅读量最低,平均为817.1次。在政策解读类信息中,问答式解读的平均阅读量最高,为2776.5次;可视化图解阅读量最低,平均为740.6次。结论 内容是政务新媒体发展的第一需求。在加强内容建设的同时,适应受众阅读习惯、以易于接受的形式发布切近受众生活的信息是政务新媒体发展的客观需要。
Objective To understand the reading status of the information released by the National Health and Family Planning Commission “Healthy China” WeChat public number. Methods From January 1, 2015 to December 31, 2015, “Health China” official WeChat public number 514 messages pushed for the study, according to the information content classification, analysis and comparison of different types of information reading. Results The total information read in 2015 was 2.2458 million, with an average reading of 4719.5 times. Among them, the health science knowledge reading highest, with an average of 8427.3 times; typical characters and deeds reading the lowest, with an average of 817.1 times. In the category of policy reading information, the average reading amount of question-answering interpretation was the highest, 2776.5 times; the visual graph reading was the lowest, with an average of 740.6 times. Conclusion is the first requirement for the development of new government media. At the same time of strengthening the content construction, it is the objective need of the development of government new media to adapt to the reading habits of the audience and to release the information close to the audience’s life in an easily accepted form.