Health Communication In China's Tv Media Status Quo And Development Approach

Health is a topic of concern to the whole society. At first, the article defines the concept of the health and the communicating health. Then it pushes Chinese research of the communicating health in order. As one of the most influential mass media, TV media not only have a responsibility of communicating knowledge of health, but also guiding the audiences into a correct concept of health. Meanwhile, TV media have a duty to develop gradually a public good of communicating health in the society.Then, focusing on communicating health messages on TV, the paper points out seven problems in the area, such as low proportion of the health TV programs, the lack of care for the interviewees, simplicity of form and contents among the health programs, deforming the news containing health messages, the flood of false advertisement about health, the hazards of fake advertisement about health, and ineffective handling of TV media during the public health emergency crisis.The existence of these problems, largely results from the negative impact of TV media' ecological environment on the health messages. For instance, the lack of the health awareness in TV media results in neglecting the needs of audiences and the rights of interviewees. The competition between channels leads to the wrong direction of the communicating health. The pursuit of the interests causes the lack of the constraint on the advertisement about health. The media policy environment brings out embarrassing position of TV media in the public health emergency crisis.Therefore, on the problems existing in the communicating health on TV, the article raises the corresponding solutions, such as establishing the centre role of the audiences and interviewees, cultivating a public good of communicating health , regulating the advertisement, and developing a positive interaction between the TV media and the government. The article hopes these measures will promote the TV media to communicate health messages, guide the audiences the correct awareness of health, and improve the health of the whole society.