中国动物检疫2025，Vol.42Issue(12)：65-69,5.DOI:10.3969/j.issn.1005-944X.2025.12.010
卷入度理论在牛羊布鲁氏菌病防控宣传微电影《枫叶红了》策划与制作中的应用
Application on Involvement Theory in Planning and Production of Maple Leaves Turn Red,a Micro-film on Bovine and Ovine Brucellosis Prevention and Control
孙向东 1刘平 1刘娜 1金宵 2姜音 2赵达卓 3张衍海1
作者信息
- 1. 中国动物卫生与流行病学中心,山东青岛 266032
- 2. 河北民族师范学院,河北承德 067055
- 3. 中国动物卫生与流行病学中心,山东青岛 266032||延边朝鲜族自治州动物疫病预防控制中心,吉林延边 133002
- 折叠
摘要
Abstract
The practical application of the involvement theory in health communication was discussed based on a case study of Maple Leaves Turn Red,a micro-film on brucellosis prevention and control.The background and communication objectives of the film were introduced,particularly its purpose for improving the knowledge,attitudes and practices(KAP)regarding brucellosis prevention and control of local farmers,veterinarians and other target populations;the core concepts of the theory were explained,namely,stimulating target populations for active participation through cognition,emotion and behaviors,and constructing a framework of awareness campaign based on five elements including relevance,prominence,controversy,innovation and accessibility;the following components during the planning and production of Maple Leaves Turn Red were mainly analyzed,that was,how the involvement level of target populations was systematically improved to effectively transform cognition to behaviors through a multidimensional strategy covering pre-assuming the target populations' anxiety,implanting narrative-based knowledge,creating real characters,competing narratives,crafting audio-visual scenes,incorporating interludes,etc.The crucial role of emotional-symbolic integration in communication effectiveness was highlighted in the film,providing a practical pathway integrating theory and practice for similar works regarding health communication.关键词
卷入度理论/宣传干预/布鲁氏菌病防控/微电影/《枫叶红了》Key words
involvement theory/awareness campaign/brucellosis prevention and control/micro-film/Maple Leaves Turn Red分类
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孙向东,刘平,刘娜,金宵,姜音,赵达卓,张衍海..卷入度理论在牛羊布鲁氏菌病防控宣传微电影《枫叶红了》策划与制作中的应用[J].中国动物检疫,2025,42(12):65-69,5.
