The Effect Of Short Video Media Use On HPV Vaccination Intention

In the field of health communication research,scholars have been focusing on how to influence the public’s thoughts through the communication of health messages to promote health behaviors.To this end,scholars have developed theoretical frameworks such as "cognitiveemotional-behavioral intentions" and "media-cognitive-behavioral" in order to clarify the relationship between the elements that may influence behavior change.With the continuous development of society and technology,scholars have shifted their research from traditional newspapers to modern We Chat and microblogs,and to the emerging short-form video media platforms;their focus has shifted from behavioral to cognitive literacy;and the topics discussed have shifted from public health events to "Internet+Health".These shifts are a testament to the evolution of health communication.The interweaving of new media and health communication has been a focus of attention in recent years,with the impact of short videos on people’s health behavior being one of the key concerns in health communication.Currently,the research on short videos and health communication has not been fully demonstrated,with most studies focusing on the analysis of dissemination content and effects.Furthermore,due to regional differences and other factors,the generalizability of foreign research is limited.In addition,existing empirical research has confirmed the direct impact of media use on health behavior,but has not fully considered the complex relationship between media use and public health behavior.This article comprehensively considers the issue and chooses HPV vaccine intention as a case study to construct a "media use-cognitionemotion-behavior" framework,focusing on the interaction between short video media use,health knowledge literacy,risk perception,and how they influence HPV vaccine intention.By establishing a new model,this article explores the mechanism of the impact of short videos on health behavior,expands the research dimension of short videos and health communication,and establishes the theoretical relationship between cognition,emotion and behavioral willingness,providing a theoretical explanation for HPV vaccine intention.This study believes that short video media use can significantly positively influence the audience’s health knowledge literacy and risk perception of disease,and can further positively influence the audience’s health behavior.In this process,health knowledge literacy and risk perception also play a chain-mediated role,which means that through short video media use,health knowledge literacy can improve the user’s risk perception and ultimately affect their health behavior.For this reason,the main body of health communication should not only disseminate scientific and correct health knowledge in a professionalism spirit,but also in a vivid and imaginative way to achieve the best effect of audience’s receiving knowledge.In content production,we should grasp the scale of propaganda,neither over-exaggerating the risks nor downplaying the risks and consequences,but reporting objectively and reasonably.Only in this way can we make the short video platform become a bridge linking health knowledge and health behavior,and truly transform the intangible knowledge and concepts disseminated by short videos into shaped decisions and behaviors of the public,thus constructing a more harmonious health China.