Study On China's Health Communication System Based On The Network Environment

Health communication is an important means to popularize health knowledge, enhance public health literacy and promote human health and harmonious social development. With rapid development of network techniques, internet has become the most important channel for dissemination and acquisition of health information and one of the significant ways for people to search for health information, thus playing increasingly important roles in health communication. Then how to provide the general public with timely, scientific, complete and accurate health information with the unique dissemination advantages of internet turns out to be a pressing problem that needs to be resolved so as to promote better development of health communication practices.Using related theories in communication and information management, this paper systematically analyzed the present development conditions, characteristics and existing problems of health communication in the current network environment by adopting the methods of literature research, questionnaire, user experience and case study, and put forward a basic framework with respect to health communication in the network environment. In China's health communication research field, this paper has been the first to conduct systematic analyses of China's health communication system in the network environment from the viewpoint of government medical and health organizations, and made creative exploration and research from the following three aspects.First, it put forward that a health communication system led by health departments be constructed in the network environment. In other words, it is to construct a public-oriented and nonprofit, comprehensive and multi-level health communication service system with medical and health organizations as the communication subjects and diversified service modes. This system would emphasize "resource integration, collaborative construction" to integrate scattered forces within the government medical and health system by means of institutional and mechanism innovation; it would strengthen "strategic coordination, and win-win cooperation" to coordinate forces outside the health system for joint participation; it would also center around "public orientation, concept improvement" to actively suit transformation of the modern medical model, and pay attention to improvement of scientific literacy, health literacy, information literacy and media literacy of the general public in China.Second, it constructed the analytical framework of the health communication system in the network environment. Based on summary and analyses of the features and problems of communication subjects with distinct attributes in China' health communication practices in the network environment, the paper constructed the analytical framework of the health communication system in the network environment, including construction of the communication subject system, development of the contents of health communication, technology realization of the health communication system, identification of health communication service modes, evaluation of health communication effects, construction of institutional guarantee for health communication, etc.Third, it made an empirical analysis of the health communication in the network environment.This paper took into consideration people's demand for health information and put forward that a health communication system led by the health departments be constructed in the network environment, which is of great importance to speeding up improving health literacy of the general public in China, to better serving public health and to promoting better development of health communication theories and practices in China.