A Research On Public Awareness,Attitude,Behavior Of HPV And The Strategy Of New Media Health Comminication

Since the HPV vaccine has been announced to enter the Chinese medical market on July 18,2016,there is a blowout trend of the community for the HPV-related information in every field of society.In the New media age,with the rapid development of media technology,the media use habits of audience have been absolutely influenced by the network,the internet health communication has already become a field of academic research and discussion.Based on the two aspects,from the audience frame,for forming a fully understanding of the audience's media-use,the paper summarizes the audience's awareness of HPV and the vaccine-related information,and also analyzes the audience's media-use preference and the degree of trust in the information on the relevant platform.From the media frame,this paper put eyes on the theme analysis and content construction,to restore the representation of the various types of network media in the HPV-related information dissemination,and to discuss whether there is an extend of dimension and depth on the basic establishment of HPV-relate information content.With the compare and analyze of the two frameworks,the author hopes to rebuild the strategy of internet health knowledge communication.Based on the health communication,cognitive mediation model,and the theory of planned behavior,within the information on the media,this paper uses literature review,questionnaire survey,content analysis and interview to analyze the cognitive level of HPV and the vaccine-related information,and also make a brief understanding of the audience's use and trust of the related platform,then this paper try able to summarize the preference of the HPV-related information.With the compare of the two frameworks,the author wants to fund the lake of information communication process,and attempts to propose a communication strategy for the maximization of the HPV-related information efficiency and the rationalization of the cognitive construction.From the audience frame,on the one hand,the overall level of the audience's HPV awareness is low,such as a lake of cognitive content,a superficial understanding of HPV,and a misunderstanding of the knowledge,even the medical workers who has a certain understanding of the relevant medical knowledge,there is still a significant shortcoming in the awareness of HPV and vaccine-related information.Although,there is a lake of knowledge on the HPV-related information,but the audience's acceptance of the vaccine is generally high.Fundamentally speaking,the blindness of the vaccine is still existing,and the erroneous thought of "once and for all" is not completely eradicated from the perception of the audience.Although,in nowadays,the audience awareness of HPV-related information is not enough,the demand for information is terribly obvious,and the desire tend to be a long-time existence,did not passed by over time.One the other hand,from the questionnaire survey of audience's media use,the author find that the use of internet is still a main means of audience access,but when it meets the professional medical knowledge,the audience is more preferred to communicate with the medical workers off line,the professional and scientific of information,has become the most important factor on the audience evaluation of information content.From the media frame,from the news website,the we media,the online medical service platform,the network group,the knowledge base and encyclopedia site,the information of HPV and vaccine are transmitted,but the level of information is uneven,the level of issue is also different between part to part,but the overall level is unsatisfactory,and for the constraint of social culture and moral common sense,there is an obvious lake of information agenda setting on the various media.To get out of this misunderstanding and predicament,on the one hand,it is necessary for the communicator to avoid the branded and labeled understanding of"sexual" caused by the social morality and the public context culture,it is also important for communicators to find a correct and effective way on the consciousness level.One the other side,from the media frame,especially the internet media platform,should actively change the information dissemination strategy,improve the professionalism and credibility of communicators,broaden the eye side,realized the Precision communication,finally,make it possible to effectively intervene in public health promotion behavior,and accelerate the formation of personal health management concept.