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Content Analysis of Press Release from Taiwan Health Authority – A Case Study from Press Release Issued by The Department of Health, Taipei City Government in 2018
basic information of press release
characteristics of press release
To promote national health, there is an urgend need for health authorities to develop health policies and promote public awareness through health communication. Health information released by health authorities has been recognized as one of the important tools for public relationship. However, to the best our knowledge, limited studies have used content analysis to analyze press release from health authority. Therefore, the main purpose of this study is to understand the current status and characteristics of the press releases issued by Taiwan ’s health authority. This study aimed to analyze press release issued by the Department of Health, Taipei City Government in 2018, using a content analysis for total 302 press releases. The results showed as below: (1)Basic information of press release: The number of press releases was highest in August (10.9%). Most of press releases were not gender-specific (98.3%) or targeting on specific groups (73.5%). The length of words for most studies were more than 901 words (45%). (2)Characteristics of press release: Most of press release were single type and most of theme was related to “Food, Drug and Cosmetic Safety” (35.4); 96.4% of press releases had quoted sources, with 44.0% of them cited dual sources; The majority of press releases were single-message content (60.3%) and mainly focused on “information, disclosure, transmission”. This study found that in the press releases, there were fewer gender-specific publicity, and mainly focused on the type of “food, drug, and cosmetics safety”. Therefore, it is recommended to increase the gender-specific press releases, and use the new media to analyze the background information of the audience, as well as focus on the type of “long-term care”, “mental health” and other press release issues, which have already received increasing attention in recent years. These findings can provide a reference for the future press releases issued by Department of Health, Taipei City Government.
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