Research On Female’s Health Communication In New Media Context

Health issues are related to the national economy and people’s livelihood.In the 21st century,driven by the development of social and economic,the popularization of health knowledge,the advancement of ideological concepts,and the transformation of medical and health technologies,the public’s attention to health issues has also increased.The female’s group,especially those in rural areas,has become the focus of public concern.Based on the ethnographic research in the T village,J town,Yantai,Shandong Province,this paper conducts on-the-spot investigations on female’s health communication in rural areas.Through participatory observation and in-depth interviews with female’s group,to understand and grasp the current situation of rural female s health communication,especially in the new media environment,rural female’s new media use and health information contact,and whether female health communication has undergone new changes and development.On this basis,it analyzes the obstacles and dilemmas of female’s health communication in rural areas in the north,and provides practical reference and solutions for female’s health promotion in rural areas.The paper is divided into five parts.The first part gives a brief description of the research background,research significance,research status,research design and so on,as well as defines the core concept of this paper.The second part analyzes the characteristics of rural female’s health communication under the new media environment.The third part is the main part of the article,combining Rogers’innovative diffusion theory,this paper makes an in-depth analysis of the innovative environment,diffusion opportunities and innovation-decision-making practice of female’s health information.The fourth part probes into the problems existing in the health communication of rural women and the obstacles they are subjected to.And the fifth part puts forward some countermeasures to improve the health communication of rural women.The results show that in rural areas,female’s health communication preserves the old tradition of word-of-mouth communication.In the new media environment,rural female s health communication has also seen many new features,such as smart phones becoming the primary channel for accessing health information,interpersonal communication provides a new channel for female’s health communication,and female’s health information awareness is low but positive attitude.These are influenced not only by the unique social structure of rural areas,but also by the promotion of new media to the health communication of rural women.After the popularization of new media in rural areas,its high speed of transmission,massive transmission content and two-way transmission path all provide the possibility for the spread of rural female’s health information.However,it can’t be ignored that,influenced by the traditional social structure,the shortcomings of the new media and the existence of the knowledge gap,the health communication of rural women still faces many difficulties and obstacles,which need to be improved through various efforts.Therefore,this paper puts forward some suggestions for the health communication of rural women from four aspects:popularizing the concept of health,deepening the integration of new and old media,accurately distinguishing the needs of the audience,and improving the professional level of communication.