The Research On Health Communication Of Beijing City Newspapers

In the 21st century, people are facing the threat of global infectious diseases, health is an ongoing subject of people's attention. Mass media works as the main source of health information, therefore, it has responsibility to spread the health information and implement the audience health behavior. Independently of the government and the medical institution, the mass media play the role of bridge that between they and the audience. The city newspapers are closely linked with the audience, so they should pay more attention to health communication, in order to make the health information more effective.In this paper, we take the Beijing City Newspaper and its health communication as the research's starting point, through the survey, we sum up the dissemination of their health communication status, then we find that they are lack of systematic health communication strategy in common, and it will weaken the effects of the health communication and make it difficult for people to turn into health behavior. So we put forward the suggestions that will make the City Newspaper find the sustainable development in health communication.The paper is divided into four parts.The first part is an introduction of the health communication research background at home and abroad, of the significance and innovation of the theoretical basis and research;The second part of the study, The Beijing Times and The Beijing News were introduced the framework for the study and describe how to sample the data;The third part based on the questions of the health communication of The Beijing Times and The Beijing News, we will explore the phenomena and problems that exist in health communication process;Based on the above issues, the fourth part will establish the strategy of health communication, and integrate the use of Knowledge-Attitude-Belief-Practice Model(KABP Model model), The Health Belief Model(HBM), social marketing strategies as well as the classical theory of communication to provide practical solutions.