Research On Mass-oriented Health Communication Conducted By The Central Government Of The Northern Song Dynasty

Since Health risk is increasing and doctor-patient relationship is tense,health communication has been paid wide attention,and the research on health communication is unfolding.Health communication history research has become an important content in health communication research area.Chinese health communication practice has solid historic origin,which contains sufficient thoughts,practices and theoretical treasures,and deserves our exploration and carding.Among Chinese health communication history,the Northern Song Dynasty deserves attention.Since Qin and Han Dynasties,the development of health communication is always lukewarm.The civilian health communication is always secretly communicated among masters and apprentices,which easily leads to be missing or lost.Official mass-oriented health communication practice is not widely spread for the limitation of hand-copied communication.Such situation meets tremendous changes in the Northern Song Dynasty and health communication has huge development and great prosperity,which benefits from the wide mass-oriented health communication performed by the central government of the Northern Song Dynasty.This essay applies literature analysis method and historical research method,and systematically screens the development context sand basic historical facts of the mass-oriented health communication by the Northern Song Dynasty.The mass-oriented health communication by the central government of the Northern Song Dynasty started from Song Taizu period,which was developed in Song Taizong period and Song Zhenzong period,transferred in Song Renzong period,continued in Song Yingzong,Song Shenzong and Song Zhezong period and reached its peak in Song Huizong period.Song Taizu introduced woodblock printing into health communication area,which enabled the mass-oriented health communication by the central government of the Northern Song Dynasty absorbing new communication technology at the beginning.Song Taizong attracted the folks to donate medical bookswith favorable conditions,and changed the condition of medical information deficiency at the beginning of the Song Dynasty.At the same time,he established the health communication channel consisted of parliament residences and state medical doctors,promoted the carefully-prepared Taiping Royal Prescriptions with massive printing and made the mass-oriented health communication by the central government present the miniature of mass communication.Song Zhenzong continuously developed the mass-oriented health communication.Under the conditions of epidemic disease in successive years and the limited effects of mass-oriented health communication,Song Renzong continuously developed the mass-oriented health communication after Song Taizu and also sought for transformation,who paid special attention to the function of doctor in health communication,issued a series of medical books,started official medical education and made mass-oriented health communication present new appearance.Song Yingzong,Song Shenzong and Song Zhezong continued the conducts of Song Renzong.At that time,with the social and economic development,the mass-oriented health communication by the central government had appeared commercial pace,but it also insisted the principle of public welfare.In Song Huizong period,the mass-oriented health communication even reached its peak under the promotion of Song Huizong,and also depraved for the national subjugation of the Song Dynasty.The mass-oriented health communication conducted by the central government of the Northern Song Dynasty has vivid characteristics,such as insisting on the orientation of the materialistic concept of health communication,principle of benefiting the public,principles of health information editing for excellence and diverse communication methods,which deserves the thinking and reference of the whole society at present.