The Study Of Health Communication Effects In Emergent Events Of Public Health

Health is the eternal topic of human being, without boundaries and nationalities. Health has been the initial part of modern life, topped other values, or even been the pursuit of main values. In the days of preferring to health, it has not only been the narrow conception of physical and psychological, but also been the process of reflecting on human behavior. Especially accompanied by the coming of the risk society, public health emergencies happened again and again not only brought influence on social aspects, but also evoked health crisis of the new time, various contagious illness and behavioral illness has been the top threat to human health. Public health emergencies incurred in human history brought irreplaceable loss to human society, therefore, health communication under public health emergencies deserves study.Danger and opportunity tend to coexist, only coped properly, danger can be transferred into opportunity, if we could learn defects from crisis, this could be seen as accumulation of experience. In the process of solving a crisis, message delivery plays a crucial role. The interaction and intersection of the three ways, governmental organizational communication , mass media communication and interpersonal communication of the audience, play an important role in the healthy communication in public health emergencies with which this article starts. This article is from the perspective of public health emergencies, analyzing the effect of the government, mass media and audience in the periods of Sars and Swine flu, and the three search for dynamic balance through their own efforts, to form the healthy interactive of the health communication.Firstly, this article borrow some relevant studies in organizational communication and management, analyzing the promotion of the government aspects in public health emergencies, and the pushing forward of the development of health communication. Stressing on the time after Sars, how the government strengthen its ruling capacity, dealing with the new public health crisis and played a key role in health communication through changing its function, bettering the law and strengthening management.Secondly, by using the relevant sample report on Sars and Swine Flu from Xinhua.net , through content analysis and contrast, with the combination of agenda-setting theory in communication result study, analyzed the effect from the health communication function of mass media and the result.Thirdly, analyze the audience under government and media through questionnaire, choose a certain amount of audience as the subject , combined with cognitive psychology and some relevant theory of the audience study, to interpret the psychology and behavior of the unit and the mass in audience in public health communication, to analyze the effect of the health communication from audience.Lastly, research shows that government, mass media and audience interact and balance with each other in public health communication, to get to the anticipated communication result in health communication, there should be common effort from the three to erect the healthy interaction.