透過旅遊報導探索新興疾病之防疫溝通：以非洲豬瘟為例

非洲豬瘟為傳染性強及高致死性疾病，對全球豬肉產品貿易產生重大影響，不僅影響動物健康及人類生計外，亦已威脅到全球食品安全。2018年8月中國首次證實非洲豬瘟後，疫情散佈日益嚴重，尤其臺灣與中國之間的人員貨物往來頻繁，包括旅遊、貿易、人才流通等等；而大眾媒體基於宣導特質，實屬非洲豬瘟防疫體系的關鍵一環。因此，透過媒體報導分析，可以探窺政府、旅遊業者、民眾間對於非洲豬瘟的溝通，藉此釐清及解析溝通模式，可供未來防疫之參考，有助於政府、旅遊業者與媒體在防疫上的通盤合作。本研究使用內容分析法，於2018年8月至2020年7月期間，以「非洲豬瘟」作為關鍵字，從臺灣四大報紙「聯合知識庫（含聯合報、經濟日報、聯合晚報、Upaper）、自由時報、蘋果日報、中時資料庫（中國時報、工商時報）」的資料庫搜尋所有新聞報導，總計6,052則。研究結果：一、從新聞報導總則數來看，可以初步區分三個時期；依序為輿情爆發期（2018年8月-2019年2月）、輿情緩和期（2019年3月-2020年1月）、輿情淡化期（2020年2月至今），報導則數隨時局緩和漸趨於0，然特殊節慶仍受到關注。二、以媒體作為區隔，自由時報（2406則，47.63％）較為重視，蘋果日報（1538則，30.44％）次之，聯合（755則，14.94％）及中時（353則，6.99％）則較少。三、報導中旅遊相關人員提及之實務難處，包括含豬肉之食品種類繁多、無強制力、人員比例不均、旅客不願受約束（圖一）。結論：本研究透過媒體報導分析，解析防疫時期下各界的溝通模式，有助於政府、旅遊業者因應未來新興疾病的挑戰，同時也能探索出各種情境下最適合的風險溝通模式，以遂相關門檻不高且能達到一定的宣傳效能。

關鍵字

非洲豬瘟；中國；旅遊；境外移入

並列摘要

African Swine Fever (ASF) is a highly contagious and lethal disease that has a significant impact on the global pork trade, affecting not only animal health and human livelihoods, but also threatening global food safety. The mass media is a key part of the African swine fever prevention system due to its propaganda nature. Therefore, through the analysis of media reports, we can explore the communication between the government, the tourism industry, and the public about AFRICOM, so as to clarify and analyze the communication patterns, which can be used as a reference for future epidemic prevention and help the government, the tourism industry, and the media to cooperate in the overall prevention of the epidemic. This study used content analysis to search all news reports from the databases of four major newspapers in Taiwan: United Knowledge Bank (including United Daily News, Economic Times, United Evening News, and Upaper), Liberty Times, Apple Daily, and China Times Database (China Times and Business Times), using ＂African swine fever＂ as the keyword, for a total of 6,052 news reports from August 2018 to July 2020. Research results: First, from the total number of news reports, we can initially distinguish three periods: the period of public opinion outbreak (August 2018-February 2019)→the period of public opinion mitigation (March 2019-January 2020)→the period of public opinion fading (February 2020 to present), the number of reports is easing to zero at any time, but special festivals still receive attention. Second, the media as a distinction, the Free Press (2,406, 47.63%) is more important, Apple Daily (1,538, 30.44%) is the next, the United (755, 14.94%) and China Times (353, 6.99%) is less. The practical difficulties mentioned by the travel industry stakeholders in the reports included the wide variety of food products containing pork, the lack of mandatory control, the uneven staff ratio, and the reluctance of travelers to be bound (Figure 1). Conclusion: Through the analysis of media reports, this study analyzed the communication patterns of various sectors during the epidemic prevention period, which can help the government and tourism industry to respond to the challenges of emerging diseases in the future, and also explore the most suitable risk communication patterns under various situations, so that the relevant threshold is not high and a certain publicity effectiveness can be achieved.

並列關鍵字

African swine fever ； China ； travel ； overseas migration

國際替代計量

透過旅遊報導探索新興疾病之防疫溝通：以非洲豬瘟為例

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