Research on Mechanism and Countermeasure for the Unhealthy Psychology of Lottery Players in China under the Perspective of Communication

Taking the 7W model by Braddock as analyzing frame,in the perspective of communication,this paper studies the mechanism and countermeasure for the unhealthy psychology of gamblers in China.The result shows that all the gambling communication subjects:lottery issuing agencies,gambling report media,especially the illegal gambling dealers and gambling fraudsters conduct much expert,systematic and accurate malignant communication and little benign communication by variety of means and channels.It aggravates the unhealthy psychology of gamblers,and policy failures make it even worse.Meanwhile,public lottery is inferior to illegal gambling in communication and gamblers prefer the latter than former.It suggests that lottery issuing agencies and gambling report media should strengthen the benign communication.Government should adopt experience in other area,exert the advantage of the NGOs and individuals in communitarian and strictly control the content and channel of the ad on lottery.In particular,the policy of permitting selling lottery by internet or telephone should be banned.