Health Communication Perspective Of The Health Program On TV In China

Health Communication was began in the 20th century with U.S. federal government launched a series of preventive health promotion campaigns and research projects in the 80`s . It makes the research interesting in this area greatly enhanced. Especially in the middle 1980`s, the mid-80s, the global AIDS epidemic promotes the health communication research. Currently, the Health Communication Research the rapidly processes, over the world and our understanding of the spread of the close link between health is relatively late, even introduction s-concept of health communication also comes to years late. It can be said that health communication research in China still remains the initial stage of immature. However, the SARS early this century makes more people Pay attention to this area of research in recent years, the expectations of the state and public about health communication is` increasing, the Government hopes to disseminate health information to guide public behavior, improve public health literacy. Mass along the continuous improvement of living standards, demand for health information is on the rise. Therefore, the TV health program has became a major channel for dissemination of health information. So, from the perspective of health communication programs on TV health research and explore deeply is particularly important.In this paper, form the angle of health communication takes our television health program as the main study, the first part describes the dissemination of health and health related content, especially the concept of health and health communication were defined; the second part of the health TV program takes in-depth analysis and investigation, and on this basis, summed up the general characteristics of TV health programs; the third part declares the meaning the health communication do to the health programs for the television ; fourth part is the use of effective health communication and dissemination elements of the theory respectively, from health communicators, health information, health communication channels, audiences and the environment , summarized five aspects of TV health programs existed in the health communication issues, as emphasized in the text the host location ambiguity, unclearly role, it is difficulty to form the brand value; unscientific pseudo-contradictory health information and health information; falsely pharmaceutical advertising; pseudo-health ads health programs spread contamination television environment; TV health program audience vague position, ignoring the health needs of healthy people; contempt audience feedback and so on. Part V focus on the TV program corresponding healthy development of ideas, Set an independent health professional communication; Pays attention to the continuing education service communicators; identify the host location, build brand show host; analyses audience`s psychology, take the audience as the central production of health programs; understand audience`s targeting, audience`s segmentation market, highlighting the "narrowcasting"; strictly control to avoid the "noise" pollution, put an end to false advertising and false health pharmaceutical advertising; optimize the broadcast time, Create brand programs to build brand ; form professional health channel, to meet the needs of different audiences; strengthen policy support, adjust the resource structure; plan media mix, integrated communication channels and other aspects of TV health program offer advice and suggestions to improve the spreading effect.This paper studies the development of health programs for television, hoping to help the development of people`s health, and also hope to have implications for future researchers.