Research On Heath Communication Of "Clove Doctor" WeChat Public Account Under The Epidemic Of COVID-19

We Chat public account combines interpersonal communication with mass communication,and its emergence makes up for the traditional mass media information communication mode,and We Chat collisions with health science,public will be relatively obscure simplification,visualize,scientific theory,broken the serious barriers to the spread of health knowledge,it can also build an integrated platform of information science popularization and online health services.Noncommittally,We Chat public account is currently one of the most influential health communication platform.The health We Chat official account can not only effectively correct the public’s wrong cognition,guide the public to live a healthy life,and improve the public’s health literacy;It may also cause a second crisis and provoke social confrontation and conflict due to the lack of coping ability.The situation it faces is of certain difficulty,and the quality and professionalism of its operation is also higher than that of other types of We Chat public accounts.It is of practical significance to study the health communication of "Clove Doctor" We Chat official account during the COVID-19 epidemic to explore how to us We Chat B1 official account to carry out the health communication of major public emergencies.This study focuses on the text analysis of health transmission of the health We Chat public account "Clove Doctor" during the COVID-19 epidemic.Concrete is based on journalism and communication theory,with the aid of sociology,medicine and other related disciplines theory,using the case analysis,content analysis and frame analysis these methods,both the objectivity of both quantitative analysis and qualitative analysis of guaranteed logic,analyzing the characteristics of health communication during the text summary "Clove Doctor " We Chat public communication strategy,and such number We Chat public response to public health emergencies.The main structure of this study is divided into six parts:The introduction part introduces the research background,literature review,related concepts and theories,research methods and research design,and the difficulties of research and innovation points.The first chapter makes a case analysis of the development process and personnel composition of the "Clove Doctor" We Chat public account.The second chapter explains its communication subject,user group,communication content and communication characteristics,and grasps its communication characteristics and influence as a whole.The second chapter uses the method of content analysis and frame theory,first of all,on the basic information of the sample statistics,the study found that: "clove doctor" We Chat public,the number of news text during COVID-19 and reports the theme of the volatility associated with attention to national epidemic prevention policies and user requirements,related reports of epidemic in the later period reached its peak in February 2020,daily health topic quantity then began to rise.Information length,more than 1000 words in the main;In terms of text genre,popular science articles occupy the first place,followed by integrated reports on the epidemic situation.In terms of information sources,academic institutions and official channels are the main sources.Secondly,the paper analyzes the framework of "Clove Doctor" We Chat official account at three levels,focusing on the research and analysis of the framework at the middle level and the construction of health communication text.During the COVID-19 epidemic,the text frame recognition of "Clove Doctor" We Chat official account was mainly concentrated in the middle level frame,including the fact presentation frame,the scientific epidemic prevention frame,the expert interpretation frame,the attribution frame,the human interest frame and the epidemic impact frame.According to the frequency of use,the fact presentation framework and the scientific epidemic prevention framework are dominant.The third chapter,on the basis of the analysis of the previous chapters,classifies the communication strategies of "Clove Doctor" from three aspects: the construction of the We Chat official account,user interaction and content presentation.The research found that in terms of platform construction,"Clove Doctor" We Chat public account will give full play to its own advantages to build a health service platform;Reaching unified values,integrating multiple resources to lead the fight against "epidemic";Improve function development and solve the problem of transmission lag.In terms of user interaction,the public should be encouraged to participate in the joint fight against the epidemic.Attach importance to interaction to mobilize public enthusiasm for participation;Insight needs to generate multi-dimensional health topics.In terms of content presentation,the reporting framework is mainly based on the fact presentation framework and scientific epidemic prevention framework to provide sufficient background knowledge for the public.Secondly,in the process of health communication,the guidance of epidemic prevention behavior is actively discussed to respond to social hot spots and improve the content content.The fourth chapter analyzes and summarizes the above findings and finds that "Clove Doctor" We Chat official account should deal with the epidemic,which brings some enlightenment to the healt We Chat B1 official account in dealing with the spread of public health emergencies.First of all,to ensure the high quality of information dissemination,establish an authoritative image;Secondly,grasp the law of event evolution to seize the opportunity of discourse;Finally,achieve the balance of various objectives to achieve the maximum benefit.The last part is mainly to explain the research summary and research shortcomings,the overall research of the paper for objective evaluation,to provide ideas for the follow-up research.