| Health is an eternal pursuit of human society. Ancient emperors tried frantically to become immortal. By contrast, people’s reasonable demands for health are much easier to meet nowadays. Health is closely related to everyone. It is relevant to the vital interests of every family, and concerns the stability and development of our society. In 2003, the sudden infectious disease "SARS" taught us an unforgettable lesson. After that, people’s consciousness of health care was strengthened greatly. In 2008, Beijing Olympic Games proposed the slogan of "Sports, Healthy and Happy", which made health care more and more popular. Around the year 2010, Wuben Zhang, the "miracle-working doctor", exaggerated the effect of eggplants and vigna radiate. As a result, the prices of these two plants were rapidly inflated and 4 million copies of his works were sold out. However, it was then disclosed that Zhang had fake academic credentials and identity. His popular TV programs were then going off the air. On one hand, people’s health consciousness has been improved and their demand for health is increasingly growing, which broaden the health market. On the other hand, some people are only money-oriented and hype pseudo-health information. As a result, people’s demands for health cannot be satisfied. How to spread healthy knowledge in a healthy way is an important issue that must be solved urgently. The study on health communication covers many fields including medicine, communication, sociology, psychology, politics and etc.Foreign studies on health communication, especially in America, are well-developed. Relatively speaking, in terms of the development stage and research situation, the studies in China are still in the beginning. These studies mainly focus on the traditional mass media, whereas the studies on health communication via new media are relatively much fewer. Thanks to the rapid development of internet and communication technologies, the new media is reaching an unprecedented height in history. Health communication in the new media environment will be rich and interesting.Focused on the relationship between health communication and social media, this paper briefly introduced the development process of health communication and compared the differences of health communication in new and traditional media background. It selected WeChat, the most representative new media form, to describe and analyze the health communication activities of hospitals. Considering the receivers’health requirement and media exposure habits, this study pointed out the main problems in health communication of the hospital WeChat and discussed the improvement approaches. There are 6chapters in this paper. Chapter 1 mainly introduced the origin, purpose and methods of the study. It also briefly explained its feasibility and the writing intention. Chapter 2 discussed the relationship between health communication and social media. The media strategy of health communication experienced a process of creating and development, which is still in process. Chapter 3 presented the receivers’requirements of health communication and major communication forms in the traditional media era. Compared with the introduction of the last chapter, Chapter 4 described the changes and major forms of health communication in the new media era. Chapter 5 took WeChat as an example to discuss the receivers’ habits of receiving information in the new media era. It also illustrated and analyzed the health communication practice of "The Second Hospital of Shandong University" WeChat account, and then demonstrated the feasibility of health communication via hospital WeChat. The advices were presented in the last chapter。... |
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