The Research On Health Communication Of Sina Micro-blog

In recent years, the significant health and safety incidents,food safety incidentsand environmental pollution events occur frequently,which encourages people toenhance their health awareness.But according to the survey by the National Healthand Family Planning Commission,the level of health literacy of the citizens in ourcountry is still fairly low at present.Therefore,health communication is still animportant issue in development in the future.Since sina micro-blog founded in August2009,it has always been the mostpopular and most active micro-blog in China. After nearly five years of rapiddevelopment, sina micro-blog has become a center of information and publicopinion.The public obtain health advice, and health information from there,whichallows health communication to be greatly wider.This paper makes a content analysis for the sample of micro-blogs andaccounts,then discusses the communication subject and characteristics, the type ofaudience,content and characteristics of health communication on sina micro-blogplatform.Combined with case analysis,this paper also analysis the transmissionmechanism of health communication.It shows a multi-center flow on thepropagation path of health information.According to the different relationshipbetween communication nodes, the topics are divided into general health topics，controversial health topics and diagnosis topics. Furthermore,this paper puts forwardthree kinds of transmission mechanism， including information transmissionmechanism,correct mechanism and question answering system.This paper analyzes three factors on health communication effect and summarizethe social function of health communication on micro-blog platform.In the light of the shortcoming of health communication of micro-blog,whichincludes lacking of scientific demonstration,serious content homogeneity,lowinformation quality of grass-root and the promotion.This paper suggests that morespecialists should be encouraged to join the micro-blog,the spread of healthinformation dissemination on micro-blog platform should be purified,the micro-blogaccounts of journalism and government should pay attention to the concept of healthand the contents of health events be strengthened.