Study On Health Information Communication Strategies In The We-media Environment

Purpose:With the development of the communication technology,the wayss for the public to get health knowledge have undergone a great transformation,from the original traditional media such as newspapers,radio and television to the we-media platform.The we-media environment endow new ways and modes to health information transmission,which is related to population quality,social stability and so on.Therefore,according to the characteristics of health information transmission under we-media environment,find the differences of health information transmission in the dimensions of communication subject,solve the problems in the health information transmission under we-media environment are important.This study found and revealed the control strategy and mechanism of health information transmission,providing a theoretical basis and strategic guarantee for the health information operation of we-media.Method:The innovation points of this study include the quantitative study of health information transmission characteristics in we-media environment by using statistical methods,and find information path analysis method,and the construction of health information transmission model in we-media environment based on 5W mode to provide data support and enrich the theoretical basis for health information transmission.Research results include:(1)Weibo and WeChat,as mainstream we media platforms in China,provide platforms and ways for health information communication.This study took Weibo and WeChat as the research objects,and analyzed and studied the characteristics of health information transmission through quantitative analysis and empirical analysis.The analysis found that the public opinion health information,because the information content involves hot social health events,has strong penetration and deep communication level in a short time.As time goes by,public opinion and health information will gradually dissipate in the we-media environment with the heat of public attention.Although non-public opinion health information does not have the characteristics of rapid spread in a short time,its information content is often repeatedly mentioned by the public in the environment of "we media",which is prone to secondary spread,showing the trend of radiating the spread from a user to the network.Primary communication channel is the main channel for the public to obtain health information,that is,the public take the first health information source as the main body of communication to receive relevant health information.In addition,by analyzing the browsing behavior of users,it is found that "we media" audiences show obvious re-centrality,that is,audiences with similar educational background,age,work field and other crowd attributes are easily attracted by similar health topics and continue to spread the topic in the personal communication network of "we media"platform.(2)according to the characteristics of health information communication in the we-media environment and based on laswell’s 5W communication mode,the health information communication mode is refined and proposed from five aspects,namely,the communication subject,the communication content,the communication audience,the communication channel and the communication effect.Based on the above analysis results,the problems of health information in the we-media environment are summarized.lt is found that some communication subjects have insufficient ability to present health information,the health information content audit mechanism is not sound,the health information communication channels lack communication and interaction,the health information personalized push for different audiences is lacking,and the communication effect evaluation for health information content is not perfect.In view of the above problems,this study sorted out the health information strategies in the we-media environment.Conclusion:the characteristics of health information transmission in the we-media environment are characterized by strong information professionalism,obvious degree of asymmetry,large scope of social influence and high personalized needs of the public.According to its communication characteristics and 5W communication mode,this paper summarizes the health information communication strategies under the environment of "we media",including improving the information presentation ability of the communication subjects of government and medical institutions and enriching the forms of health information expression.Set up the corresponding audit process for different subjects to ensure the authoritativeness of the content;Promoting health information exchange and expanding communication channels;Enhance the pertinence of the audience to achieve personalized information push;Enhance the statistical analysis of we-media environmental health information data.The above Suggestions are of practical significance for popularizing health knowledge,preventing and controlling health rumors,and improving public health literacy.