Research On The Practice And Effect Of Health Communication In Medical Institutions In The Context Of Social Media

With the in-depth advancement of the Healthy China strategy,medical institutions,as practitioners of social public services,their professional and authoritative identity values are playing an increasingly important role in health communication.Before the emergence of social media,the information communication and media impression of medical institutions were in a state of being "presented" and "constructed",lacking the right of subjective and active discourse expression.Under the in-depth structural contradictions of the medical system during the transition period and the social media communication situation,the production of health information has evolved from the original specialized media production to the socialized mass production.The discourse power of the main body of the communication of medical institutions has become increasingly prominent,showing scientific and precise The communication advantages of sex,public welfare and interaction are conducive to the formation of the scope and effect of the cross-influence of mass communication and interpersonal communication.The health communication of medical institutions is not only the transmission of health knowledge and health information,but also the construction of the social identity,status and value identity of the main body of the medical institution’s communication.The We Chat social media of West China Hospital of Sichuan University took the lead in opening up a unique health communication path,achieving the "West China Model" and "West China Phenomenon" of new media health communication.Therefore,taking West China Hospital as a case to explore the practice and effect of social media health communication in medical institutions became the initial origin of this study.For a long time,the research on health communication in China has mainly focused on the health report and media effect of mass media,health education of government agencies,interpersonal communication between doctors and patients,the health transmission of specific diseases and the transmission of health crisis,etc.,but few studies have been conducted from the perspective of the main body of medical institutions and its communication effect.This study took West China Hospital as a case to explore the discourse practice and communication effect of health communication in the context of social media.This paper takes discourse analysis theory,health belief theory,rational behavior theory,and social identity theory as the main theoretical basis and support,and uses discourse analysis,content analysis,questionnaire survey,in-depth interview and other research methods.On the one hand,it has diachronically combed the changes in the form of health communication media,discourse paradigm,subject type,and the evolution and characteristics of health communication in medical institutions.At the same time,I tried to use the typical representative Huaxi Hospital as the object of practical exploration to examine the discourse characteristics and style of health communication in medical institutions on social media,as well as the public’s "knowledge,faith and action" communication effect based on health information and the public’s identification of medical institutions and doctors.Finally,it sums up the health communication path of general medical institutions with universality and public value from the case study.The full text adopts the research idea of combining theoretical analysis and practical exposition,and follows the approach of "general-special-general" problem research.The research found that: First,the forms of healthy communication media,discourse paradigms and subject types in the context of social media present an ecological pattern of multiple dialogues,and the health of medical institutions has undergone the evolution of integrated communication forms from on-site to online.Second,the We Chat social media discourse practice of West China Hospital presents personality,"networking",multimodal,and emotional discourse rhetoric and narrative characteristics,and has strong interaction,reconstructing medical institutions and doctors.Diverse social image.In accordance with the new rules of online discourse,the identity image of West China Hospital and doctors has been continuously "de-embedded" from traditional social structural units,constructing a humorous,entertaining,tender,and intimate identity and image identity,forming a homogeneous discourse system between professional medical institutions and the public.Third,the health communication carried out by West China Hospital’s We Chat social media has a significant communication effect.Paying attention to the West China We Chat official account has a significant positive impact on the respondents’ health perception,the perception of doctor-patient relationship,and the image of hospital doctors.,And whether to pay attention to the Huaxi We Chat official account has no significant impact on the health behavior of the respondents.West China Hospital carried out health communication through We Chat social media to reconstruct the individual identity of public health concepts and medical expectations,as well as the social identity of hospital doctors and health culture.