Study On The Health Cultivation Programs On TV From The Fear Appeals Theory Perspective

TV, as a means of mass media, is playing an important role in satisfying the information needs of audience and improving the awareness of health and consciousness of social health to audience. Health cultivation program is an essential way to disseminate the knowledge of health, thus this thesis it aimed to research on how the health knowledge is disseminated in the health cultivation programs on TV from the Fear Appeals Theory perspective, especially what the weaknesses are, how to make improvement, how to design the program in order to make better communication to the audiences.Meanwhile, the thesis is targeting on researching some case studies for the health cultivation program in BTV, Yang Sheng Tang, by applying several variables in Fear Appeals Theory. In brief, the thesis is divided into four chapter. the first chapter is the literature review, in which the current situation of health cultivation programs and current study of Fear Appeals theory will be discussed; In the second chapter, some questions will be raised up; The third chapter is the analysis of the program by using Theory of Fear Appeals and to summarize the communication status of "Yang Sheng Tang", and finally the last chapter is to make some suggestions on optimizing the health cultivation program.