Past lives of ＂Healthy Communication＂
You are not mistaken, Wu Xin is really mobilizing relatives and friends to fall in love with soaking feet and keeping in good health! ! !
In recent years, frequent vaccine incidents, the promotion of health information on major online platforms, and the popularity of Dr. Lilac have made health problems appear repeatedly in the public eye.
This issue of pocket paper introduces you.
Past lives of "healthy communication".
As for the definition of health communication, there is no clear and unified conclusion in academic circles. It is generally recognized and cited most frequently that the American communication scholar Everett M. Rogers (1996) put forward a more concise definition in 1996, that is, any information communication involving health content can be considered as health communication.
Generally speaking, health communication refers to the dissemination of health-related information through mass media to prevent diseases and promote health.
History of health communication research at home and abroad
Study abroad
Domestic research
Opportunities and challenges of healthy communication in the new media environment
For a long time, traditional media has been the main channel of health communication, but new media, as a new media form, has gradually become the main channel for people to obtain information. At present, the close combination of new media (mainly Weibo and WeChat) and health communication has gradually become a research hotspot to explore the effect of health communication.
Opportunity:
1. Various modes of communication and information aggregation.
The popularity of social media makes the audience change from passive information acquisition to active information acquisition, which makes the interaction and initiative of health information dissemination stronger, and can gather pictures, texts, sounds and even videos together in real time to form a "live broadcast". Communicators use modern communication channels to collect a large amount of information and optimize users’ choice and use of information.
2. Diversification of health communication subjects.
In the new media environment, the dual identities of viewers and creators make the subject of health communication no longer limited to a few doctors or experts with professional abilities. Weibo, WeChat and major social platforms or forums have become the main sources of receiving health information and become more influential health communication sites through interpersonal communication.
3. Personalization of user needs
The choice of audience is more targeted. Different from the undifferentiated communication of traditional media, the new media environment can truly realize the personalized needs of users. Many hospitals have opened WeChat public accounts, which can provide time-saving and efficient medical conditions and meet different types of needs of users.
Challenge:
1, the quality of information has been seriously weakened, serious homogenization.
At present, when there is little health information and the health communication effect is weak, some social media copy and reprint the information, resulting in a lot of the same content. The homogenization of information causes visual fatigue and reduces the browsing effect of information.
2. The dissemination of health information lacks supervision.
Under the condition of new media, low threshold and high participation make information spread quickly and have a large amount of information. Therefore, many false information is spread on the Internet at will. False health information uses sensational words in order to get clicks. Because of its strong connection, it spreads rapidly, but the authenticity of the information is not regulated.
3. The excessive packaging of new media makes pseudo-experts popular.
Many pseudo-diversified marketing platforms create personal information without any scientific basis and have a great impact on the public. Moreover, under the excessive packaging of new media, these pseudo-experts have many fans all over the world, and their influence can be imagined, and the effect of healthy communication is not optimistic.
Wechat has been one of the main ways for people to obtain information, and it is also the main channel for healthy communication. On the basis of studying the healthy communication of WeChat in WeChat official account, scholar Kuang Wenbo established an evaluation index system of its communication effect.
As can be seen from the figure, the communication effect of WeChat official account, a kind of health communication micro-message on the new media platform, is mainly influenced by the comprehensive factors such as article location, title expression, multimedia usage, article topic, interest and so on.
Therefore, the countermeasures and suggestions for improving the information dissemination effect of health communication on WeChat public platform are as follows:
1, in the form of communication to avoid the release of pure text, we should pay attention to the combination of various types, especially the text into the form of easy-to-understand cartoons or pictures.
2. For the choice of communication topics, we should explore the professional issues that the audience is concerned about, so as to improve the medical health knowledge of the audience as a whole.
3. Discourse use should be more lively, interesting and close to life.
4. Cultivate more popular science talents, write truly scientific and interesting health communication articles, and cultivate the correct health concept of the audience.
5. The scale of fans should be expanded, especially the number of active fans.
Xiaobian recommended bibliography
Health communication: a comprehensive perspective of individuals, culture and politics
Content abstract: The author constructs the theory through fascinating narratives and real life case studies, and encourages readers to think creatively, connecting the learned theory with personal experience, and drawing extensively from the fields of interpersonal relationship, clinical medicine and public health to explore the cultural value and political phenomenon behind health communication.
Health Communication and Society
Content abstract: The study of health communication based on social vision has not been involved in China at present, and this book will become the first monograph in China to discuss health communication from the perspective of communication and sociology.
References:
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[2] Liu Yiming. Research on healthy communication in the new media environment [J]. News Research Guide, 2018,9(23):64+66.
[3] Hou Tongtong. Reflection on the practice of health communication from the perspective of information quality [J]. Young journalists, 2019(05):29-30.
[4] Xu Sifan. Opportunity is Challenge: Research on Health Communication in the New Media Era [J]. Young Journalists, 2018(32):24-25.
[5] Zhang Yixi. Opportunities and challenges of health communication in the new media environment [J]. News communication, 2018(07):7-9.
[6] Wang Yiben, Jiang Hui. Problems and countermeasures of new media participating in health communication [J]. Young journalists, 2018(18):29-30.
[7] Zhang Zili. What is the study of health communication-on nine directions of health communication research [J]. Journalism and Communication Research, 2005(3), pp. 42-48.
[8] Yu Guoming, Lu Jiannan. Research status, problems and trends of health communication in China [J]. Contemporary Communication (Chinese version), 2011(1), pp. 12-13.
[9] Carolina Menezes FERREIRA,Gil GIARDELLI,Mike Lopes LIMA,Gabriela KAPIM,Daiana GARBIN,Mauro FISBERG,Flávio ZAMBRONE,Tadeu CORRÊA,Marcos BOULOS, Fabiana POLTRONIERI,Clarice Pimentel PAULON,Gumercindo SILVA,Ana ESCOBAR,Gabriela MALZYNER,Marcio ATALLA,Bianca NEVES,Cynthia ANTONACCIO, Paulo SILVESTRE,Ciro Dias REIS,Daisy GRISOLIA,Elena CRESCIA,Gustavo OTTO. Communication in health: a new time[J]. Food Science and Technology,2017.
[10] Steele, R.. Social media, mobile devices and sensors: Categorizing new techniques for health communication[P]. Sensing Technology (ICST), 2011 Fifth International Conference on,2011.
Written by Hou Yalan
Typesetting: Li Ying
Visualization: Pan Weifeng
Proofreading: Zhang Hualin