Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model
Abstract
:1. Introduction
2. Materials and Methods
2.1. Generation of the Factors of the SWOT Model
2.2. SWOT-AHP Analysis
2.3. Calculation of the Weights of the Sub-Factors and Consistency Test of the Comparison (Judgment) Matrix
- Construct a comparison (judgment) matrix A, as shown in Table 2.
S S1 S2 S3 S4 - Calculate the arithmetic sum of the subfactors in the judgment (comparison) matrix using the arithmetic mean method (sum product method), as shown in Table 3.
S S1 S2 S3 S4 - The above judgment matrix (comparison) array for normalization by column, that is, the value of each cell in the same column divided by the sum of all cells in the column to build a new normalized judgment matrix, as shown in Table 4.
S S1 S2 S3 S4 - Calculate the eigenvectors W (or weights, relative importance) for each subfactor.
- The eigenvector W of each row of the above established judgment matrix is calculated as the average of the normalized subfactors in each row of the matrix, calculated as:The resulting judgement matrix after calculation is shown in Table 5.
S S1 S2 S3 S4 W - Calculating AW.The resulting judgement matrix after calculation is shown in Table 6.
S S2 S3 S4 S5 W AW S1 W1 S2 W2 S3 W3 S4 W4 - Calculate the maximum eigenvalue of the judgment matrix ().
- Calculating the consistency index (CI).
- According to the formula CR = CI/RI, the CR value is calculated, and the consistency test of the judgment matrix is considered to be passed if CR < 0.1, and the consistency test of the judgment matrix is considered to be failed if CR > 0.1.
2.4. Calculating the Total Strength of the Factors in the SWOT Model and Constructing the SWOT Strategic Quadrilateral
2.5. Calculating the Strategy Vector
- Determine the strategic azimuth based on the coordinates of the centre of gravity of the strategic quadrilateral .
- Using inverse trigonometric functions to calculate .
- Determine strategic intensity factors based on positive and negative strategic intensities .
3. Results
3.1. Each Factor in the SWOT Model
3.1.1. Strength (S)
- S1 New media is not affected by time and space in the dissemination of health concepts and health knowledge.
- S2 The variety of content presentation
- S3 The emergence of new media has increased the flexibility of the public’s identity in the chain of communication of health content.
- S4 New media platforms are more accurately “user profiling” through algorithmic mechanisms.
3.1.2. Weakness (W)
- W1 The lack of a pre-qualification system and subsequent content evaluation system on media platforms has led to a weak sense of responsibility among media professionals.
- W2 Different media literacy of new media audiences.
- W3 Weak protection of personal information of new media users and spam reduces public perception of new media.
3.1.3. Opportunity (O)
- O1 National-level policies to help the development of new media and the integration of sports and medicine to promote health are both on the fast track.
- O2 Active academic discussion on the integration of sports medicine for the interaction between health and new media.
- O3 COVID-19 pandemic is a special time when the public’s health aspirations have increased and new media are being used more frequently.
- O4 Rapid development of online platforms gives ground to the prospect that new media can empower healthiness.
3.1.4. Threats (T)
- T1 The intensification of malicious health marketing caused by the excessive injection of commercial capital.
- T2 Uncoordinated and uneven regional development exacerbates the health perception divide.
- T3 New media and hospitals as nodal inversions in the great circle of health promotion through the integration of physical medicine.
3.2. SWOT-AHP Model
3.3. Construction of the Strategic Quadrilateral and the Strategic Vector
4. Discussion
5. Conclusions
Supplementary Materials
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Intensity of Importance | Definition | Explanation |
---|---|---|
1 | Equal Importance | Two activities contribute equally to the objective |
3 | Moderate importance | Experience and judgement slightly favour one activity over another |
5 | Strong importance | Experience and judgement strongly favour one activity over another |
7 | Very strong or demonstrated importance | An activity is favoured very strongly over another; its dominance is demonstrated in practice |
9 | Extreme importance | The evidence favouring one activity over another is of the highest possible order of affirmation |
2, 4, 6, 8 | Importance between the above levels | |
1/2, 1/3, 1/4, 1/5, 1/6, 1/7, 1/8, 1/9 | If sub-factor A is less important than sub-factor B, then intensity of importance of A is the inverse of intensity of importance of B | A reasonable assumption |
First Quadrant | Second Quadrant | Third Quadrant | Fourth Quadrant | ||||
---|---|---|---|---|---|---|---|
Pioneering strategic areas | Ambitious strategic areas | Conservative strategic areas | Resistant strategic areas | ||||
Type | Azimuth field | Type | Azimuth field | Type | Azimuth field | Type | Azimuth field |
Strength type | Aggressive type | Retreating type | Adjustment type | ||||
Opportunity Type | Adjustment type | Avoidance type | Aggressive type |
SWOT-AHP Group | Comparison Matrices | SUM | Relative Importance (Weighting) W | AW | CI | CR | |
---|---|---|---|---|---|---|---|
S | WS1 = 0.0672 WS2 = 0.0942 WS3 = 0.2429 WS4 = 0.5956 | AWS1 = 0.2804 AWS2 = 0.3765 AWS3 = 1.0652 AWS4 = 2.6031 | 4.2301 | 0.0766 | 0.0772 | ||
W | WW1 = 0.9782 WW2 = 0.7151 WW3 = 0.1871 | AWW1 = 0.2935 AWW2 = 2.1483 AWW3 = 0.5615 | 3.00198 | 0.0009 | 0.0018 | ||
O | WO1 = 0.2840 WO2 = 0.1715 WO3 = 0.4708 WO4 = 0.0736 | AWO1 = 1.1569 AWO2 = 0.6914 AWO3 = 1.9217 AWO4 = 0.2959 | 4.05136 | 0.0171 | 0.0189 | ||
T | WT1 = 0.2298 WT2 = 0.1221 WT3 = 0.6521 | AWT1 = 0.6902 AWT2 = 0.3667 AWT3 = 1.9484 | 3.00369 | 0.0018 | 0.0033 |
SWOT Group | Relative Importance (Weighting) W | Estimated Intensity | The Strength of Each Sub-Factor | Total Strength |
---|---|---|---|---|
S | WS1 = 0.0672 WS2 = 0.0942 WS3 = 0.2429 WS4 = 0.5956 | S1 = 1 S2 = 2 S3 = 4 S4 = 6 | 0.0671 0.1884 0.9716 3.5736 | 4.8007 |
W | WW1 = 0.9782 WW2 = 0.7151 WW3 = 0.1871 | W1 = −2 W2 = −5 W3 = −1 | −0.1956 −3.5750 −0.1871 | −3.9577 |
O | WO1 = 0.2840 WO2 = 0.1715 WO3 = 0.4708 WO4 = 0.0736 | O1 = 4 O2 = 3 O3 = 6 O4 = 2 | 1.1360 0.5145 2.8254 0.1472 | 4.6231 |
T | WT1 = 0.2298 WT2 = 0.1221 WT3 = 0.6521 | T1 = −3 T2 = −2 T3 = −6 | −0.6897 −0.2444 −3.8874 | −4.8215 |
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Hao, Z.; Zhang, M.; Liu, K.; Zhang, X.; Jia, H.; Chen, P. Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model. Int. J. Environ. Res. Public Health 2022, 19, 12813. https://doi.org/10.3390/ijerph191912813
Hao Z, Zhang M, Liu K, Zhang X, Jia H, Chen P. Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model. International Journal of Environmental Research and Public Health. 2022; 19(19):12813. https://doi.org/10.3390/ijerph191912813
Chicago/Turabian StyleHao, Zikang, Mengmeng Zhang, Kerui Liu, Xiaodan Zhang, Haoran Jia, and Ping Chen. 2022. "Where Is the Way Forward for New Media Empowering Public Health? Development Strategy Options Based on SWOT-AHP Model" International Journal of Environmental Research and Public Health 19, no. 19: 12813. https://doi.org/10.3390/ijerph191912813