The Content Evaluation Of Lung Cancer Reports In Chinese Newspapers Since The "11th Five-year Plan"

With the rapid development of economy and science and technology, the humansocial life has undergone earth-shaking changes, environmental pollution, bad livinghabits and diet and public health emergencies pose a threat to human health.Cancerhas become one of the biggest public health problem worldwide."2012China cancerregistration and annual report" shows that about3.12million cases of new cancercases every year,8550people a day on average, which means that every minute sixpeople diagnosed with cancer.From the point of mortality, national cancer mortalityrate per180.54/10,2.7million deaths each year from cancer patients. Residents in ourcountry is13%chance of dying from cancer, namely every seven to eight people have1people died because of cancer[1].Cancer has become a terrible threat to humanhealth. Among them, the lung cancer is one of the most common malignant tumors,that is the leading cause of cancer morbidity and mortality worldwide, and it has arising trend year by year.Studies have found that lung cancer is through early detection treated early,changing bad behavior such as reduction of morbidity and mortality.In recent years,the country has been committed to major disease prevention and control work. In2006, mentioned in the "11th five-year plan", to "comprehensive prevention and cureof disease of heart head blood-vessel, chronic diseases such as malignant tumors, andoccupational disease". Health communication "everyone health" as the starting point,emphatically through the spread of disease prevention and control knowledge,advocate a healthy behavior, etc., to improve the public’s health and quality of life. The mass media as a social unit, for the useful message to the society, educatethe public responsibility. Among them, as one of the major traditional medianewspapers, evaluating their advantages and disadvantages in lung cancer reports,aims to further optimize the class reports and better service for the public health.Therefore, this study by China’s "national important newspapers full-textdatabase" network of sample source, in the period of "11th five-year plan"(2006.3.15)since (to2012.3.31) as the time period, a total of678reports of lung cancer, and toplace it within the research field of health communication, using "new parallel processmodel (EPPM)" of the four variables, severity, sensibility, response efficiency,self-efficacy to measure the use of fear appeals.Studies have found that lung cancerreports appeared in the health professional papers, in the special period such as lungcancer awareness month, reports will be significantly increased in number and innormal times, especially for the mass of the comprehensive paper, the prevention andtreatment of lung cancer report did not form a scale. At the same time, in the use offear appeals strategies, most of the reports stays in the "threat" level, the use ofinformation to change behavior is particularly necessary to clear the "effectiveness" ofinformation is insufficient, prevention and treatment strategies is single. Throughresearch, this article reached a conclusion that newspaper in our country at present isrelative lack of knowledge about prevention and cure of lung cancer, andcommunication strategy using a single conclusion.