Research On Reporting Strategies Of COVID-19 Vaccine Based On Innovative Diffusion Theory

With the progress of society,people pay more and more attention to health issues.Although the COVID-19 infection epidemic has been coming to an end,in the past three years,COVID-19 vaccine,as an important means of protection,has frequently become a topic of public discussion.Based on the importance of innovation diffusion theory for vaccine reporting research in the field of health communication,under the guidance of this theory,this study selected two mainstream media wechat official account "Healthy China" and "China Science Communication" with high attention and representativeness,and two we-media wechat official account "Clove Doctor" and "Tencent Medical Dictionary" as the research objects,using content analysis and text analysis,The agenda setting,news sources,discourse characteristics,reporting forms,publishing characteristics and other contents of the articles published on four official account from March 2021 to May 2022 were analyzed in depth,in order to explore the problems existing in the reporting process of COVID-19 vaccine by two types of media and propose corresponding countermeasures.The study found that COVID-19 vaccine is an innovative medical thing,and the reporting strategy of COVID-19 vaccine by media with different natures as the reporting subject affects the adoption rate of the public.In response to the drawbacks of rigid reporting discourse,unreasonable agenda setting,homogenization of content,and lack of interaction in mainstream media reports,it is recommended to invite multiple opinion leaders who are more approachable to enrich their discourse system.The topic setting should be oriented towards audience needs and break through the audience circle through heterogeneous communication;Innovate reporting forms and enhance the application of new media technologies,while strengthening the interaction between the review area and the audience.In response to the problems of self media in reporting content homogeneity,strong professionalism,and insufficient continuity of reporting,it is recommended to explore more professional talents to enrich the theme,while lowering the content threshold,improving internal readability,and forming a continuous communication.