Research On The Credibility Of Health-related TV Program

People’s demands have transformed from feeding and clothing to the improvement ofquality of life along with the flourish of economy and the raise of living standards. Thecondition of people’s mental and physical health is overdrawn extremely by the fast-pacedlifestyle of modern society,and sub health problem becomes more serious.According to the White Paper on Health in Cities of China2009,which is publishedjointly by the Chinese Medical Doctor Association (CMDA), People.cn and other news media,76%of urban white-collar workers are in sub health conditions,and the rate of healthy peoplein its true sense only counts2.5%.Based on the Maslow’s hierarchy of needs, physiologicalneeds,which include the need for food,water,air,sexual desire and health, are very basic andoriginal. So, health is also the strongly inevitable bottom needs of human.While healthbecomes a luxury in contemporary days, health and health maintenance are gotten moreconcern, as a consequence, health-related TV program is springed up in traditional medicineprograms and have boom years in TV.A lot of problems are unfolded along with the flourish and boom of health-related TVprogram. The programs are riddled with numerical false propagandas and advertising toexaggerate its medical effects. some even peddle medicine for profits in the disguise of health,they attract public’s attention by sensational words,they also improve ratings and make moneyby excessive sensational promotion.The contents of those programs have no creditability and authority, scandals like taking impersonators as personalities and shills as audiences outbreakcontinually, in this way,the creditability and influence of health-related TV program areweakened completely, and make themselves at a quite awkward position. Health related TVprograms concern about life, so besides the pursuit of profits, they should take the socialbenefits into consideration. And the priority of those programs is the construction ofcredibility. Combined with the statistic data which is gotten by questionnaire, this thesis aimsat the problems of those health related TV programs, and focus on the problem-solving duringthe construction of credibility.This thesis is divided into five sections. The first part introduces the related concepts ofhealth-related TV program and its credibility and shows the history of programs’credibility,striving for getting an overall understanding to heath-related TV program’scredibility from macro perspective. Based on the integration of questionnaire to health-relatedTV program’s credibility,the second part uses SPSS software to analyze the survey data fromfour dimensions which include demographic variables of respondents, objective viewinghabits,subjective cognitive evaluations and credibility judgment. Combined the analysis ofquestionnaire,the third part uses communication theory,sociology,psychology and otherrelevant disciplines to explore the main factors,such as,society,audience and the columns thataffect the health TV program. The fourth part tells the current status and problems ofhealth-related TV program and finds the main reason for the lack of credibility. Because of theproblems and the phenomenon of the lack of credibility,the fifth part focuses on how toconstruct the credibility of the program, with specific examples of the program itself, programparticipants and the external factors.In this paper,the author attempts to break through the perspective of previous research,introducing credibility of sociological dimension research to the field of televisionprograms to expand the depth and breadth of health-related TV program. By this way, aimingto construct better credibility and meet the demand of the public.