Experience And Thinking On Short Video Health Communication

With the wide application of new media technology,the number of short video users is increasing,which also opens up a new path for health communication.Nowadays,People's health needs are becoming more and more intense,and it is difficult to get real and credible health information.In this paper,"doctor dxiang"douyin short video as the research object,the main use of case study,Content analysis,the use of health communication theory of KAP,Innovation Diffusion Theory and communication semiotics related theory,to explore the distribution of health theme,Narrative Perspective,Narrative Style and narrative style of "doctor dxiang" and its health communication experience.The study found that Douyin"doctor dxiang" is good at establishing direct contact with young users,designing novel and Interesting Health Topics by asking questions,and delivering complex and boring health knowledge in a contextual narrative,create a relaxed and pleasant,close to the daily health information dissemination context.Its deficiency lies in the uneven distribution of the health theme,the uneven quality of the content,the single narrative plot,the commercialization of obvious characteristics.In view of this,this paper proposes to deeply understand the actual needs of users,improve the pertinence of health communication,innovate the health communication form based on the features of short video platform,weaken the commercial features and improve the quality of service.This paper is divided into four parts:the first part describes the background,research purposes and significance,literature review;the second part summarizes the content advantage of "doctor dxiang" and the channel advantage of short video platform;The third part focuses on the health theme and Narrative Model of doctor dxiang's short video,analyzing his successful experience in the health communication of short video,and the fourth part focuses on the current shortcomings of doctor dxiang's short video,finally,health communication from the perspective of the individual perspective.The purpose of this study is to provide experience reference and decision support for the subject of short video health communication,and to improve the scientific and targeted nature of Health Communication;on the other hand,to arouse the attention and supervision of relevant media platforms and government departments on the development of health communication,to promote the steady construction of a healthy China and the smooth implementation of the healthy China initiative.