The Study On The Effects Of Mass Communication Of Rational Administration Of Drug Among The Preschooler’s Parents

Since children are the future of the nation, every country pays significant attention to their growth. As children’s protectors, parents’ knowledge of medication will have a direct impact on children’s health. The illegal feeding medicine event that happened in kindergarten in March, 2014 reveals the lack of medication knowledge among preschool children’s parents. Although the mass media is highly developed today, the communication effect of medication knowledge is still not ideal. This phenomenon is noticeable and worth consideration. In this thesis, a research on the communication effect of medication knowledge is carried out, and preschool children’s parents are taken as main research objects. Based on this research, we can not only discover the causes of the above-mentioned phenomenon but also give advice on improving optimal all ocation of media resources and on enhancing communication effect, which can help promoting children’s healthy growth.Employing the theories of communication science, journalism and sociology, a questionnaire survey was conducted among preschool children’s parents in Handan to investigate their demands for medication knowledge and medium contact degree. Combining theoretical analysis and empirical analysis, the factors correlated significantly with the communication effect of medication knowledge were analyzed through quantitative study, and so did the factors influencing the communication effect of medication knowledge.The study shows a lot. Firstly, the respondents place more trust in traditional media, but network media has better communication effect. Secondly, the amount of media use correlates significantly with cognition, attitude and behaviors. Thirdly, the communication effect will be better if the information carrier is more vivid. Finally, Gender, education background and the property of kindergarten also has significant influence on communication effect. Based on the findings, solutions are proposed to enhance the communication effect from four aspects, which are the forms, content, channels and objects of communication.