The Evolution And Enlightenment Of The Issues Of Health Communication In The Print Media

Health is one of the basic human rights. Health refers to the sound condition of body, sprit, and adaption to the society and health is determined by factors of genetic, medical service, behavior and environmental. Media’s health communication mainly related to the topics of medical treatment and lifestyle.Taking the issues of health communication in print media as researching object and adopting the methods of literature, content analysis, case study and so on, this dissertation uses agenda setting as well as media sociology to analyze the historical change and enlightenment.Firstly, study on historical change. The development process of media’s health communication is divided into five stages:the initial development; preliminary development; low development; fast development and multi-competition. Issues of health communication in print media shows different characteristics, such as:health protection and enlightenment; eliminate the disease, and ensure production; disaster prevention and tend to the countryside; health care, blend in life; chronic diseases prevention and control, the quality of life. Issues emerge the features:biological protection - production - lifestyle - life quality. The main topics of medical issue which has always been the core issue transferred from infectious diseases, parasitic diseases to chronic disease; the issue of lifestyle is from less to more, and more attention has been paid to it. Among which the issue of diet especially nutritional die experienced significant growth; the issue about exercise experienced fluctuation, whose rate of increase is limited, and the main theme of which has transferred from recovery to both fitness and recovery; while the law about the issue of psychology is not obvious.Change reasons:policy guidance - from the mass movement to civil literacy;Goods and services - from lack to abundance;Medical science and technology- from destroy pests to prevention and treatment of hypertension;Audience demand -from prevention to preserve one’s health;The media environment and role - from health education to the health communication.Secondly,model set, discourse analysis and setting principles.Politics, economy, audience and science and technology of health impact the health issues in media under the background of social and culture.Health communication discourse includes rest and movement, body and heart, cure and prevention;Social practice discourse includes theory and practice, crisis and the daily, tradition and modern, social public welfare and market benefit.Setting issues should be followed:scientific principles;Realistic principles;Multi-element principles;Popular principles;Public welfare principles.Thirdly,study on status and optimization. We mainly investigated the mainstream media. Results show that:The issue of medical treatment is the biggest one. The issue of diet is also the favorite one, while exercise and psychological issues affiliated. Agenda setting have a prejudice, such as:rest more, move less; body more, combination of body and mind less; disease more, not ill less.according to the present situation of society, set model of issues, the research proposed that health communication of mass media should pay attention to the connotative development of medical treatment, diet, and psychological issues, priority should be given to the development of exercise.Fourthly, Issues of exercise should take measures such as:create opportunities; source authority; consider the audience; rich topic; dynamic balance. Provides security such as:the cooperation of multi-sectoral; optimization of media system; strengthen the scientific research and communication; Create a good social culture atmosphere; development of sports fitness service; strengthen information supervision, etc.