Study The Evolution Of The Issues Of Health Communication Of "Popular Medicine" In The Past 40 Years Through Cover Design

Since the 21st century,the rhythms of people's life and work are accelerating,in the global climate and living environment tend to deteriorate,a variety of mental illness,sub-health,chronic and malignant diseases continue to occur.Nowadays,with the development of economic society and the improvement of people's living standard and quality,people's expectations of understanding health concept,health knowledge and healthy lifestyle are more than ever before.In China,the Party and the State have always attached great importance to the issue of people's health,and in recent years have placed people's health on the strategic position of national priority development.It can be seen that "health" and "health communication" are not only the growing needs of the general public in China,but also highly valued by the Party and Country.Based on this background,this paper focuses on the field of health communication.The research adopts the methods of literature,content analysis and data analysis.Taking cover design as the starting point,and selecting the cover of the magazine Popular Medicine from 1978 to 2018 was selected as the research object.On the basis of the selected sample data,the paper synthetically applies the Theory of Agenda Setting in Mass Communication and the Theory of Cover Design in Editing and Publishing,to explore the characteristics in the past 40 years——from 1978 to 1990:medical assistance,public health;From 1991 to 2015:chronic disease prevention and treatment,gender health;Form 2016 to 2018:healthy diet,exercise and fitness.On this basis,this chapter points out the three transitions on the issue of health communication in the past 40 years——from public health to personal health literacy,from medical assistance to chronic disease prevention,from sexual health to national health.Furthermore,this chapter points out that the main reasons are the guidance of national policies,the development of economic society,the change of public health needs and media ecology.On the basis,the research based on the agenda-setting function of the three mechanisms——perception,priorities and significant mode,put forward to optimize the health communication issues of the Journal of Popular Medicine:develop mental health issues,pay attention to nutrition and diet issues,and strengthen sport and fitness issues.The research aims to expand the communication and social influence of the Journal of Popular Medicine,to provide more and more readers with timely and effective knowledge of physical and mental health and to advocate scientific lifestyles.At the same time,it provides reference for the future study of health communication and public health development.The research is helpful to further understand the development process of health communication issues since China's reform and opening up,to further understand the changing process of the health needs of the general public in China,and to strengthen the traditional media's attention to cover design.