The Research On The Health Information Dissemination By Health Commission’s WeChat Official Account

This paper studies the health information dissemination of WeChat official account of the Health Commission,and understands the content and propagation characteristics of the Health Commission’s WeChat official account.The content of the communication is also evaluated according to the audience’s cognitive evaluation.Finally,the operational suggestions are put forward.The main part of this paper is divided into four chapters.The first part is about official account of health information communication of WeChat official account of the Health Commission which mainly includes three aspects: the definition of health information dissemination,the health information dissemination of WeChat Health Commission,the functional orientation of Health Commission’s public WeChat.The second chapter is to understand the health information dissemination characteristics of Health Commission’s WeChat official account by using content analysis method.We select more than 1000 content of 23 WeChat official account of Health Commission at provincial level,and analyze the content category,Title Expression,health topic selection,originality,multimedia application and source annotation as indicators.The third chapter is to explain their own questionnaire design and data analysis,through in-depth interviews and questionnaires to conduct the audience survey.Reliability and validity analysis was used to test the rationality and validity of the questionnaire.The factor analysis verified the combination of the previous theories and literature review and the content of the questionnaire.From the perspective of audience,the four dimensions were divided into three dimensions: Cognition of their own health,cognition of health information,usage attitude and behavior intention of WeChat official account.Through descriptive statistical analysis,we can get attention from the audience about the health information dissemination of Health Commission’s WeChat official account,and analyze the data of the audience at the cognitive level,attitude level and behavior level.The fourth chapter is the analysis of health information dissemination of WeChat official account of the Health Commission and the data analysis through interviews andquestionnaires.It is found that the deficiencies of health information dissemination of Health Commission’s WeChat official account are mainly due to lack of information interaction and interaction,and the contents of health information need to be improved.This paper provides a practical and practical suggestion for further enhancing the health science popularization level of Health Commission’s WeChat official account by analyzing the platform’s content analysis and the cognitive effect of the audience,so as to enhance the health communication ability of its platform,pay close attention to the needs of the audience,get more sustained attention from the public,and enhance the audience’s health literacy.