The Research On Health Communication Of Doctor Micro-blog

As a social media platform established earlier in China,Sina Weibo has attracted a large number of institutions or individuals to spread healthily since its early development because of its low entry threshold,strong interactivity and timeliness.In addition to the professional organizations such as @ Health China,@ Health Times,@ Clove Garden,and other professional organizations’ Weibo,Doctor Weibo also quickly received attention because of the authority and professionalism of the doctor blogger in the field of health care,which has becoming an important force in the healthy transmission of Weibo.This study focuses on the new phenomenon and trend of health communication development in China under the overall development of new media.By using the method of content analysis and case study,this paper takes five bloggers who are highly related to health communication activities in Weibo’s Top Ten Health Care V in2017 as typical cases.By combing the background data of five bloggers,analyzing the data of Weibo’s forward,comment,and agreement,and excavating in detail the content,especially the content of health communication.The author summarizes the characteristics of the main body and content of the health communication of the Doctor Weibo,abstracts the main strategies of health communication of doctor Weibo,finds out the main problems in the process of carrying out this kind of health communication activities,and finally combines the personal identity characteristics of doctors and bloggers,the policy environment and the system of Weibo platform to put forward the solution to the related problems.The study finds out that most of the doctors who use Weibo to carry out health transmission come from the Third Class A Hospital,and most of them are young and middle-aged doctors,among whom the gynecology and obstetrics and pediatricians are popular.However in the aspect of communication,it has three characteristics of basing on the popularization of medical science,diagnosis and treatment of science popularization more than prevention knowledge,and deep around the doctor’s specialist field.In the process of health communication activities,doctor bloggers pay attention to personal orientation and audience needs in concept,and the form of Weibo is very diverse,the expression of language is popular and appropriate.This health communication activity also exists in the process of development,the health information generation standard needs to be strengthened,the boundary of the behavior of answering questions and puzzles needs to be clear,the health information is fragmented,the droplet is serious,the tendency of commercialization and marketing still exists,and the Disease-based concept takes the leading role.If we can strengthen the standard of health communication,adjust Weibo’s operation strategy and change the concept of health communication,it will be helpful to further improve the quality and influence of the health communication of the doctor Weibo.