Research On WeChat Official Account Communication Mechanism And Optimization Strategy Of Health Wechat From The Perspective Of Information Ecology

The state has placed great emphasis on the well-being of its citizens in recent times.In 2017,General Secretary Xi Jinping proposed the "Healthy China" strategy and by2022,the National People’s Congress and the National People’s Congress had both ranked ninth in their surveys.Health communication has become a major area of research in library and information.The swift advancement of new media technology has seen We Chat’s official account become an influential communication channel,which can not only spread health information more quickly,but also promote social development more effectively.From an information ecology viewpoint,this paper delves deeply into the communication mechanism of We Chat’s official health-related account,uncovering certain distinctive features that will aid users in more accurately recognizing health information and proposing efficient optimization strategies in conjunction with the actual circumstances to achieve better health information communication effect.This paper summarizes the research status of health communication,health microchannel We Chat official account and information ecology at home and abroad,deeply discusses the related concepts and theories,and puts forward the components of health communication based on an information ecology viewpoint,including communication subject,information communication,environmental and technical support.It is found that the process of health communication includes two modes of communication: pointto-point and point-to-face.Then,this paper examines the four aspects that shape the dissemination of health We Chat official accounts: information,information people,information environment and technology.By using the principal component analysis method,it selects 15 quantifiable indicators to make an empirical analysis ofthe top 30 health We Chat official account in the Qingbo index,and identifies the key influencing factors as total reading,original proportion,total number of messages,reply rate of messages,estimated number of fans,etc.,and calculates and synthesizes the 30 We Chat official account.Based on the relevant data of 4966 health-related We Chat headline articles in We Chat official account,this paper also uses text mining analysis method to analyze the headline words by word frequency analysis,keyword co-occurrence analysis and LDA theme analysis,so as to mine the characteristics of the headline articles.This paper proposes11 optimization strategies from four perspectives based on the research results presented above,aiming at improving the communication subject,information communication mode,environmental impact and technical means,so as to improve the communication efficiency of health information and the communication influence of health We Chat official account.