The People’s Daily Construction Of Tobacco Control Issues In The View Of Health Communication

In recent years, along with the anti-smoking movement rising and relevant scholars research about the question “smoking and health”, tobacco control problem has become social problems people all over the world pay close attention to. Since2006, when The Framework Convention on Tobacco Control took effect so far, our country developed relevant policies and regulations, control activities. As information communicators, media have stepped in to tobacco control issues, promoting tobacco control policiesd and reporting on tobacco control activities. And media play an important role in spreading to the health of the tobacco control, public opinion and the public health. Media reports on tobacco control issues in the process of how to adhere to the value orientation of health reports, dissemination of health information. It changes people’s cognition, attitude to make the audience physically in the tobacco control activities. Eventually it leads to people to change their unhealthy behavior and promotes the implementation of the national tobacco control policy. It is the important purpose and significance of this study.In this paper, “tobacco control” looks as a social problem in the view of health communication. The study Content analysis of report s in the research of the People’s Daily in the eleven years(2003-2013) on tobacco control, it also draws lessons from the existing tobacco control report category construction standard. It studys the presentation and deviation on the construction of tobacco control issues from the number of reports(the two parts including the number of yearly reports and monthly reports), theme, types, sources,the report tone, the report layout(including the layout and location), special groups and secondhand smoke harm people. At the same time,this article will focus on the sample of tobacco control report agenda-setting, reveal the various factors influencing the tobacco control report issue construction, including political factors, business factors, the public and the media’s own factors.A complete the agenda-setting process includes media agenda, political agenda,the public agenda. According to the People’s Daily construction of tobacco control issues in the view of health communication, the paper put forward two aspects oftobacco control policy agenda from a macro level. One is tobacco control reports push the government to tobacco control policy, the other is tobacco control reports public construction.And then the paper put forward micro level construction strategy. It includes:(a) deal with the relationship between long-term and centralized report and dynamics(b) of the implementation issues under the health orientation angles(c) the diversification of narrative, the main news reports(d) balanced sources of knowledge,the gap between the media and the public(e) foreign tobacco control results for certain, guide the public to actively control(f) attaches great importance to the tobacco control report, Construct the tobacco control social landscape(g) scientific reports, implement medium deep going of interpretation.