医疗卫生政务微博服务内容优化研究*--基于中国21个省会城市的数据

摘要

Based on a comprehensive analysis of 37 855 tweets posted by the health department microblogging from 21 capital cities in China, this paper tries to study how governmental health department applies microblogging to public services. Through qualitative enco-ding all the samples, a quantitative analysis by three dimensions of symbols, interaction and themes of the content forms is presented. The study points out that the health department microblogging is currently limited to providing interactive information services mainly and needs to transform and develop into a new stage of supplying more public services. The quality improvement of the health department microblog-ging is limited by the department’ s insufficient provision of public health services in practice.%采用混合研究对我国21个省会城市的医疗卫生政务微博所发布的信息进行全样本分析，研究目的是探索医疗卫生部门如何利用政务微博来提供公共服务。通过对抓取的样本进行定性编码，划分出内容符号形式、互动形式、主题类型三个维度进行定量分析。研究发现，目前我国医疗卫生政务微博主要是以提供信息互动服务为主，需进一步向提供公共服务进行转变，而医疗卫生公共服务供给不足造成医疗卫生政务微博质量提升受限。