Research On The Credibility Of Health Communication

With the improving of the public health awareness, the more attention is being paid to the quality of health communication.Micro-blog, as a direct and smooth interactive platform,which provides an instant and colorful health information with its advanced technology,has played an increasingly role in strengthening public health literacy and promoting health undertaking in China.Simultaneously,however,disputes have been proposed continually because of those emergencies caused by ringers and pseudoscience.Based on the audience investigation about the public trust on health communication of Sina micro-blog,five dimensionalities of credibility and their influence factors are analyzed by processing these statistics.On the communication effects theory,this paper discusses the five reasons about the audiences' lack of trust from the media,content,audience and administrative aspects,which includes the lack of opinion leaders' professional literacy,the gap between the spreader and the receiver,the loss of the valuable agenda caused by information overload,the insufficient of the audiences' health literacy and the vacancy in controlling.Then,this paper gives four paths from four perspectives mentioned above in order to provide something meaningful to our health communication.