Research On The Audience Of Mental Health We Media In China

The meaning of “Health” has been long recognized as “without being ill”,but the concept of “health” is not that simple.With the increasingly high social pressure and speeding life pace,people are more likely to fall into anxiety,depression and other negative emotions than ever before.Thus the psychological need for self-healing comes into life.A group of mental health communication "We Media"(personally handled social media account)become popular.They popularize psychological knowledge to the public and help people know themselves and accept themselves.This paper,from the perspective of audiences of those mental health communication "We Media",tries to explore the structural and behavioral characteristics of the audience by using Use and Gratification Theory.By conducting online questionnaire and interview,the study finds out that women are tend to be more attentive on psychological health content than men do.And women reports a stronger feeling on media effect brought by psychological health communication media.Besides,individual's education levels,personalities and life span also have effect on their using of psychological media.In regards to the needs and preferences of the audiences,by means of in-depth interviews,the paper finds that due to different social roles,health believes and self-efficacy,mental health communication "We Media" audiences' needs can be divided into three corresponding groups: physiological needs and emotional needs,goal-oriented needs and companionship needs,as well as awareness needs and change needs.Finally,the author puts forward that balancing emotionality and objectivity as well as strengthening the systematization of media content can be helpful for the development of psychological health communication.