Health Communication Research On The Public Health Care Website

Media and mass communication research is an important aspect of health communication research. In the changing landscape of modern society in recent decades, such as the economic development, enhancement of the public's health awareness and achievements of Internet advancements, public health care websitehas becomes a new channel in health information dissemination, whose unique features includes efficiency, interactivity, low cost, anonymity etc.The present research selected "39 health care" and "Sohu health care" as representatives of China's public health care website, aims to answering some critical questions, such as what kind of information should be disseminated, how to communicate health information to the public, why it is appropriate, what problems existed in the current path, which is the ideal pattern in health information dissemination. The methods addressed a combination of both static and dynamic analysis of a combination, with assistance of survey and statistic analysis.To date, most of the public health care website are commercial driven, leaving a great absence of the non-commercial sites. Online sections cover "Orientation", "Community Care", "Interaction" and so on. Although seems random, the settings is highly coincident with the mass communication features, that is, the "point spread" and the "interactive" nature. It also results from the public's needs under the age of "information exploration" and "health communication""Introduction+to data integration+with map" is a major editing style of current public health care web. Compared with the traditional health care media, public health care web site editing is unique in its online-illustrations, ones that include not only 2-dimension images, but also unprecedented numbers of streaming media formats. Admittedly, online-illustrations also bear some problems such as less or no relations between images themes and text topicsGenerally, the public health care websiteis a role of information integration of the traditional media. Without original journalists, editors sets up media agendas in two primary ways:"self-agenda setting" and "agenda-set", ranging from "fatness", "anti-aging" to "fatigue" and "gender" issue. "Agenda-set" refers to the involvement of the public into the agenda setting process which is superior than the traditional media does. Many public health care web site started by setting the "User attention list" to allow audience participation, which dignify the public right and catered audiences'psychological expectation. Yet, "agenda-set" also lead to the problem of "alienation", Issues relevant with "beauty", such as "weight", "beauty" and "anti-aging" is more probable to be discussed under "health issues" compared with traditional media. Also, "gender" issues were more extensively addressed than the traditional media do. The expansion of the scope on health care issues is a product of the new audiences'need under the Internet ages. However, such topics have obviously deviated from the initial "health care" concept, which might shift a deviated health concept for long-term media consumers.Previous research identified several communication strategies, such "desire-to-know arousal", "authority standpoint", "case spread" and "fears appeal" Although proficiency, the above strategies might also lead to "pseudo health communication" problem. Besides, other problems, such information quality and quantity, low level of communication interaction, etc., all of which are related with the commercial properties, the lack of professional standards, the low level mass literacy of the public website itself. Therefore, the government should utilize the advantages of macro-control, such as to establish official health care website, to optimize the communication environment, to set up new communication standard, to initiated communication assessment. The efforts above are expected to comb the relationship between the audience and the media, grasp the audience psychology and to detailed categorized the audience group so as to uplift the entire capacity of the public health site and level of health communication as a whole.