A Study On The Health Transmission Model Of "Yangshengtang" In TV

With the development of the economy and society of our nation, we get eager to acquire more information as our health awareness is strengthened. Television media, as one of the main ways to obtain health information for people, adjusted itself to the market demand and produced lots of popular health information relevant programs. These programs not only spread health information, influence health concept and guide health behavior but also contribute a lot to improve the public health attainment. "Yang Sheng Tang" is a representative in these programs. This paper makes a comparative study based on analysis to the classic health spread model "KPA" and sorts out the unique health communication model of "Yang Sheng Tang".Firstly, this paper discussed the concept and type of health communication, the particularity of health communication, the four layers of health communication effect and the three layers of health literary. Through interpretation on classic health communication model "KAP", health belief model, stage of behavior-change model and health communication ecomodel, this paper analyses the general characteristics of the health communication model in "Yang Sheng Tang".Based on above and combing the analysis on the communication modes in "Yang Sheng Tang", this paper concludes that:Professional health knowledge present in a popularize way is a supplementary to cognitive level; From monologue health communication style to dialogue health communication style is an improvement to concept level; Pay attention to health attainment multi-level construction is a generalization to health communication.Fairclough emphasizes the constructive influence of the discourse upon the society in "Discourse and Social Change". The three constructive influences are in correspondence with "identity","relationship" and "concept" functions in language. Chapter five takes standard medical interview sample from "Discourse and Social Change" as comparative case and get how "Yang Sheng Tang" build a benign relationship between the doctors and patients through comparing from doctor’s "topic control", lower close modal and the characteristics of science.In the end, this paper analysed the mutiple dialogue contexts in "Yang Sheng Tang" from public communication context and interpersonal communication context. Through analyse, this paper found that the health communication strategy and health communication relation are associated with the context of each layer. Among which face to face interpersonal context is the environmental basis to spread health knowledge by equal dialogue and interaction-feedback; integration between interpersonal context and public context is the media environment to form a ideal doctor-patient relationship.