Certification And Grassroots Health Micro-blog Account Comparative Research Of Information Communication

The development of new media and the rise of Health communication, they are development of fusion important significance. As the Science and technology progress, The new media era coming, rich social material culture bring humans attention to health and pursuit of health. Large of Internet users make the new media’s health communication become important. One of the new media application form micro-blog that spread advantage can’t compete. Predictably micro-blog health communication will promote a healthy and improve the quality of life. By studying the micro-blog healthy communications content and strategy research in this paper, expand the field of health communication and rich connotation in china.As of 8,2014 certification class health micro-blog account more than three thousand, grassroots health micro-blog account more than ten thousand, the author selected "one healthy micro-blog account" and "health beauty weight loss regimen" as a representative Sample drawn 600,In combination with coding table and Excel, SPSS Analysis of the original degree, sources, structure, the forwarding, the theme of information, the specific content, text rhetoric, and image rhetoric.Then results showed certification class health micro-blog account and grassroots health micro-blog account have different characteristics, For example original degree, sources, micro-blog structure, subject content, using of rhetoric. Certification class health micro-blog account shows the release of information original degree higher, all information have specific sources, health information more than Non health information, Most of the information is not specified narrative object, With the knowledge of health preserving method and health research and discovery and news content to show more, Image rhetoric is more inclined to use visual metaphor and irony, grassroots health micro-blog account shows the release of information original Reprint and forwarding, majority of no specific sources, attention to the spread of non health information, there is more information specified narrative object, the importance of publishing and knowledge of health and weight loss method to introduce the information, Image rhetoric is more inclined to use visual simile and metonymy rhetoric, Two types of accounts are inclined to text and pictures with link type in micro-blog structure, Non health information on the subject were dominated by propagation life emotional content and entertainment content, in the text rhetoric are inclined to use the indicative mood expression, most do not use any text rhetoric. Information of original, Micro-blog structure, the subject matter and image rhetoric are become an important factor affecting the amount of information forwarding, As a significant influence on the rhetoric of forwarding quantity picture information, the use of visual simile and metonymy rhetoric information more easily be forwarded, The original and not on the official certification health micro-blog account information whether it is forwarding little effect, Influence on the uncertified health micro-blog account larger, Health information in the original forwarded more chance non health information forwarding information more easily be forwarded, micro-blog structure influence on Forwarding quantity manifested only in the health account, text and pictures form and non health information health information in the text and pictures and links to form more easily to be forwarded.In the subject nature has little influence on the former using of rhetoric. Original and micro-blog structure, Influence on the latter knowledge introduction class and leisure entertainment information greatly. The communication strategy of the two categories of accounts with different characteristics, the authentication type of health micro-blog account positioning itself more obvious, the release of information is more reliable, Non health micro-blog account of the target audience more clearly, more rich content, the rhetorical use of the broader picture.Finally, the spread of micro-blog health prospects are suggested focus emotional communication to grasp the information release rhythm careful management and the relationship between fans and Change style multi-purpose rhetorical aspects of development.