2020年1月，新型冠状病毒肺炎爆发，随后席卷了全国乃至全球，成为大众关注的健康卫生问题，并呈现出长期性、全球性等特点。新冠疫苗作为有效遏制疫情的重要手段，也逐渐成为媒体报道的焦点。在整个疫苗研发与应用过程中，新闻媒体作为传播信息、教育社会的重要载体与工具，在塑造新冠疫苗形象、民众认知与促进健康行为方面发挥着关键作用。

为了解新冠疫苗研发与应用以来，我国新冠疫苗报道的基本特征与健康传播特征，本研究使用内容分析法，使用百度新闻搜索引擎对2020年1月24日到2021年2月12日期间的新冠疫苗报道从形式特征、内容特征进行了分析，并进一步基于健康信念模型，对新冠疫苗报道中的健康信念要素进行了考察分析。

研究结果表明，就新冠疫苗报道的形式特征而言，报道数量随着时间的推移而上升，报道体裁通讯与消息势均力敌，图文结合形式更为常见，且篇幅大多较长。就新冠疫苗报道的内容特征而言，疫苗研究进展为其报道的核心议题，大部分报道的基调为中立，消息来源多元，以政府专家与科研机构为主，报道媒体来源多为中央媒体，报道地区国内为主，但国外报道占据相当比重，国际化视角凸显。

  就健康信念模型而言，新冠疫苗报道中健康要素呈现不充分。总体上看，易感性、严重性、效益性、障碍性以及自我效能和行动线索要素总体占比较少；具体来看，报道中易感性要素总体呈现较少，且分布不均衡；严重性要素呈现边缘化特征；效益性要素主要以有效性的强调为主，且多从集体角度出发；障碍性要素以安全性的担忧与有效性的顾虑为主；自我效能要素集中在疫苗开始使用阶段，且主要以接种步骤及其可获得性为主；行动线索要素中，专家/医务人员证词占主导地位。

本研究认为，针对新冠疫苗报道中存在的不足，从短期策略来看，需要加强疫苗基础知识科普类报道；增加民众视角，提升主体共鸣；均衡健康信念指标，弥补受众认知偏差；从长期策略来看，要积极推进健康传播人才培养教育；转变媒体以往的健康传播报道思路。进而为完善健康信息传播，促进民众健康行为奠定扎实基础。

In January 2020, COVID-19 broke out and then swept the country and even the world. It has become a health issue of public concern, with long-term and global characteristics. As an important means to effectively contain the epidemic, COVID-19 vaccine has gradually become the focus of media reports. In the whole process of vaccine research，development and application, the news media, as an important carrier and tool to disseminate information and educate the society, plays a key role in shaping the image of COVID-19 vaccine, building public cognition and promoting health behaviors.

To figure out the the basic and health communication characteristics of China COVID-19 vaccine reports since January 2020，a content analysis was used to examine the reports collected using Baidu search engine from January 24, 2020 to February 12, 2021.A total of 352 reports met the inclusion criteria and were coded and analyzed from form,content and HBM(health belief model) prospective.

The results show that the number of reports increased with the passage of time; news and newsletter were equal to each other in number; text- image report form was commonly used and the length was mostly long. COVID-19 vaccine research and development progress is the core topic of the reports; Most of the reports are neutral in tone, with multiple sources, mainly government experts and scientific research institutions. Most of the media sources are central media, domestic area are mainly reported , but foreign reports account for a considerable proportion, highlighting the international perspective.

Application of the Health Belief Model to the content analysis revealed that the health elements in the report of COVID-19 vaccine were insufficient. Reports mentioned susceptibility, severity, benefit, barriers, self-efficacy and cues to action

 information accounted for relatively small overall. Specifically, the susceptibility information in the reports were generally less and unevenly distributed；Severity

 information in reports show marginalized characteristics; Benefits information were mainly presented by emphasizing the effectiveness, and mostly from the collective perspective; Barriers information were presented by mentioning safety and effectiveness concern. Self-efficacy information were concentrated in the initial use stage of the vaccine, and the steps of vaccination and its availability were the main parts. Among the cues to action information，expert/medical personnel testimonies are dominant part.

This study holds that, in view of the shortcomings in the reports of the COVID-19 vaccine, short-term strategies could be applied, which are，strengthening report of the basic knowledge of the vaccine; Increasing reports from the individual perspective, thus enhance the resonance of the public; Keeping the health belief model information balanced to make up the cognitive deviation of the audience. Besides short-term strategy，long-term strategy is more significant，promoting the training and education of health communication talents; Changing the way media used to report on health news. Two kind of strategy will lay a solid foundation for improving health information communication and promoting public health behaviors.