A Strategy Study on Risk Communication of Pandemic Influenza ----A Mental Model Study of College Students in Beijing
Understanding the risk perception of pandemic influenza can improve the risk communication efficiency of the government and ultimately reduce losses caused by the disaster. A mental model interview of 28 individuals who discussed pandemic influenza was analyzed in this paper. The interviewees were college students in Beijing, China who were evaluated to understand their views on the risk perception of pandemic influenza. Referring to the mental model theory, the researchers using Delphi method to identify the key risk factors and concepts to examine the public understanding of these contents; then, the researchers identify the deviations in their understanding so that suggestions and countermeasures have been put forward to enhance the effectiveness of risk communication. Most of the conceptual content was mentioned by most interviewees. However, some interviewees showed misunderstanding including excessive optimism about the consequences of pandemic influenza, a lack of detailed mitigation measures, and negative attitudes toward health education and vaccination. Once faced with threats, this may lead to the failure of risk communication. In Beijing City, the center of domestic and international education, the historical SARS epidemic and this years seasonal flu peak are all hints of the potential risk of a pandemic outbreak. Beijings college students one-sided understanding and misunderstanding of the relevant risk information may increase the risk during an influenza pandemic. The results highlight the necessity for the government to clearly focus on the communication content of the student group, provide an official reference plan for the public and update health education on this topic.