以毒品防制議題之健康傳播訊息訴求分析

The Analysis of the Health Communication Message Appeals on the Issue of Drug Prevention

多年來，政府在反毒工作的投入不遺餘力，但毒品氾濫問題始終未能獲得有效控制。面對當前毒品現況與困境，行政院於106年5月11日提出「新世代反毒策略」，有別於以往以「量」為目標之查緝方式，新世代反毒策略是以「人」為中心追緝毒品源頭，以「量」為目標消弭毒品，其主要措施有五大主軸：1.防毒監控、2.拒毒預防、3.緝毒掃蕩、4.戒毒處遇、5.修法策略。為了解其「拒毒預防」之效果，故本研究收集反毒大本營中，2016-2018年行政院各部會製作共94個反毒平面宣傳品，並採用內容分析法，確定媒體訴求對象，以媒體訊息訴求之種類、訊息表達方式為主要分析類目，加以分析期對未來反毒訊息設計方面有所助益。 Over the years, the government has spared no effort in investing in anti-drug work, but the problem of drug abuse has not been effectively controlled. In the face of the current situation and predicament of the drug, the Executive Yuan introduced the ''New Generation Anti-drug Strategy'' on May 11, 2006. It is different from the previous investigation method of ''quantity''. The new generation anti-drug strategy is ''people''. To trace the source of drugs for the center, and to eliminate drugs with the goal of ''quantity'', the main measures are five major axes: 1. anti-virus monitoring, 2. anti-drug prevention, 3. anti-drug mopping, 4. drug treatment, 5. remediation strategy. In order to understand the effect of ''anti-virus prevention'', this study collected antidrug base camps. In 2016-2018, the various ministries of the Executive Yuan produced a total of 94 anti-drug graphic publicity materials and adopted content analysis method to determine the media appeal targets. The types of media message appeals and the way of expressing messages are the main categories of analysis. The analysis period will help the design of future anti-toxic messages.