Research On Communication Strategy Of Health Expert WeChat Public Account "Fan Zhihong_Original Nutrition Information"

“Fan Zhihong-original nutrition information” is the personal WeChat public account of nutrition science expert Fan Zhihong,and the account uses food nutrition and healthy life knowledge as the main content of communication.This paper selects 147 original articles in the health field published in the headline of Wechat public account“Fan Zhihong-Original Nutrition Information” in 2017 as a sample.Combining theories of persuading communication skills,"Knowledge and Belief" Model of Health Communication,and using content analysis,text analysis,and interview methods to study the health communication strategy for WeChat public account “Fan Zhihong_Original Nutrition Information”,which includes communication content,writing style,reasoning form,persuasive communication skills,interactive methods,language styles,etc.Through content analysis,this article describes and statistics the page settings,length,reading and praise,content composition,seven major topics distribution of WeChat public account "Fan Zhihong_original nutrition information".On the basis of content analysis,combined with the text analysis method,a deep analysis was performed on some titles,pictures,words and sentences,contexts and so on of WeChat public account “Fan Zhihong_original nutrition information”.Combining the author's email interviews with Wechat's main signer Fan Zhihong and his team member(editor)Lan Xiaofang,The titles,abstracts,beginnings and endings of "Fan Zhihong_original nutrition information" are summarized and the way of writing is grasped.Analyzing the reasoning principle,the research report,the data citation,and the case description.It sums up four kinds of persuasion and dissemination techniques: the flexible use of fear appeals,"reasoning by truth,touching with heart",expressing conclusions as the main and giving operational recommendations.this paper discusses the interactive mode and function of WeChat public account "Fan Zhihong_Original Nutrition Information" from two aspects including the text and the comment area.Analyzing its language style and summarizing it as:using simple language,easy to understand;having a fine sense of humour,content is vivid images;Making good use of rhetoric,content is also lively;summarizing points,concise and clear;Warm,intimate,and humane.Finally,based on the results of content analysis,text analysis,and interviews,this article explores how the subscription number balances scientificity and science popularization in health communication.with the issue of how the public account takes into account both scientific and scientific aspects in health communication,this article summarizes the current situation of communication of “Fan Zhihong_original nutrition information":High credibility sources and authoritative views;Rich and comprehensive content which is closing to life;Citation research arguments with scientific rigor attitude;Easy-to-understand language and having strong science popularization;Communication skills are flexible accompanied by strong persuasive;Pay attention to interactive feedback and Increasing effectiveness;Clear typesetting and strong readability.This conclusion can be used as a reference for Chinese health experts to launch WeChat public account for health communication.