Research On The Content Production And Operation Of Sohu Health Channel

The rise of new media technology provides a new way for health communication.The status and role of both sides have changed.The concept of"user centered" leads the whole design of health products.The content production and operation process has achieved further innovation.The communication content of health products is more diverse,the communication object is more accurate,and the communication effect is more efficient.First of all,information-based news client has become an important channel for people to obtain health information.Communicators use modern communication technology to build intelligent distribution platform,collect massive information,and realize refined operation in the vertical field of health.The new media platform represented by Sohu Health Channel delivers rich health information to the public in real time.Secondly,in the era of new media,health communication is also facing new challenges:when health preservation becomes popular,massive information flooding affects the judgment of the audience,"cancer culprit","health preservation secret" and other words are full of Internet space.The combination of new media and health care has brought convenience to the public.It helps people to quickly obtain health science knowledge,understand the methods of disease prevention and treatment,and also faces many tests.Thirdly,under the guidance of the "healthy China" strategy,the state calls for the provision of full cycle health services for the people,and encourages the supply side structural reform of health information services and the construction and upgrading of new media platforms to improve the people’s sense of health.Therefore,this paper hopes to deeply explore the new characteristics of health communication in the process of the integration of new and old media,and study the practice and innovation of news communication theory in the field of health.Taking Sohu Health Channel as the research object,this paper analyzes its shortcomings in content production and operation,and provides reference ideas for the upgrading of health news information platform.This paper will use content analysis,literature research and comparative analysis to analyze the current development of Sohu Health Channel,analyze its content orientation of "providing high-quality health information with temperature and value in real time",its operation orientation of "building intelligent health media with strong interaction and data",and its responsibility of "building public welfare and service in one" When "product positioning.Focusing on the content production and operation of"Sohu Health Channel",combing its unique production process of health content,combining the real data obtained from the internship and the sense of learning,analyzing the content characteristics of "Sohu Health Channel",making wide and diverse topics close to public life;controlling the content quality,resisting health rumors;paying attention to health theme planning,reasonable Forecast hot spots.To study the content presentation mode of "Sohu health channel",it pays attention to the actual effect of news,the layout design is simple,the image expression is strengthened,and the visual news is collected.And the content of"Sohu Health Channel" is compared with "a little information health channel" which is the representative of aggregation news client and"health times client" which is the traditional media news client.This paper summarizes its competitive advantages and disadvantages from the aspects of product function and content characteristics,content division and column setting,content presentation and user experience.In addition,the content operation of "Sohu Health Channel" is studied to study its content operation characteristics:relying on data,adjusting the delivery strategy reasonably;relying on brand,integrating resources and establishing cooperation.And from the perspective of both the disseminator and the audience,this paper analyzes the influencing factors of Sohu Health Channel in the content operation process.Finally,it summarizes the problems of Sohu Health Channel,such as serious information homogeneity,lack of personalized content,low degree of specialization,lack of public trust,imperfect interaction mechanism,lack of emergency response mechanism,and single content marketing mode.According to this,the corresponding strategies are put forward for the above problems:we hope to improve the quality of the content,create a differentiated style;cultivate composite talents,enhance the authority of the content;innovate the product operation concept,pay attention to the cultivation of user thinking and other multiple angles to achieve content optimization and upgrading.The innovation of this paper lies in the integration of health communication and medical professional knowledge,the realization of research data innovation with Sohu Health Channel as the object,and the realization of research angle innovation with three roles of media communicator,content operator and product designer.