Studies Of Development Of Health Programs On TV From The Perspective Of Communication Science

Health is the basic right of human being and it is also the topic for the whole society concerned. As the national economy develops rapidly, the pressure on social competition increases gradually and the pace of people's life accelerates, many diseases threat people's life and health such as hypertension, hyperlipidemia, heart disease, diabetes mellitus, coronary heart disease and all kinds of cancer. In the meantime, various sub-health gradually destroy people both in body and mind such as insomnia, fatigue, anorexia, being world-weary, depression, autism, tension and panic, being absent-minded. In such a large environment, a new subject called "communication science" emerges as the times require. And people begin to pay active attention to and think about deeply the relationship between health and mass media.From the perspective of communication, taking health programs on TV as research objects, through combining the health communication theory and the Road to Health, this paper analyzes the features of these programs, digs the value of communication and provides strategies for these programs by documentation method and questionnaires method.At first, this paper explains the background and significance of this topic and analyzes the status of studies at home and abroad. In addition, it defines the communication and communication science, and interprets the connotation of health programs, responsibility of communication and the value of communication. There are three responsibilities of spreading health information: science of the content, timeliness of information and public interest of the idea. The value of communication is mainly to lead people to establish correct health concepts, form healthy behavior and healthy life styles and guide the health consumption to dredge psychological pressure and improve the psychological health. Secondly, this paper makes a longitudinal survey of, analyzes and summarizes the development process of health TV programs including stage in germination when the programs started staggerlingly, stagnation period when the program got a heavy toll, revival period after the Cultural Revolution and flourishing period through in-depth reform. Thirdly, this paper analyzes deeply the problems existed in present health programs during the communication process, such as high homogeneity from content to form and honored guests of the programs, the serious commercialization from the proliferation of false advertisements to the common occurance of pseud-experts, the over-entertainment from the pursuit of worth-watching to strange and vulgar content. Those problems pollute the TV communication environment and cause the seriously harmful effects. Then, the paper takes the Road to Health as the case. This program is broadcast in the science and educational channel of CCTV with enduring popularity for more than 30 years. In the guide of communication theory, this paper carries out the intensive analyzes and studies of program profile, communication subject, communication method and communication content and explores its merits and the contribution to health TV programs. Finally, the paper puts forward the development strategies from three aspects: communicators, spreading information and channels of communication.The purpose of this paper is that those strategies can promote the improvement and development of health programs and TV medium can do better in spreading health information to guide people establish correct health idea and form the healthy habits in the daily life and then improve quality of the people and improve the people's happiness index.