Short Video Expression Of Healthy Communication

Health communication is a major branch of communication science,which started late in China.In recent years,along with some important health events,health research has gradually transitioned from the "absent" state to more and more scholars’ attention and research,and the public’s attention to health topics has also skyrocketed.After the health information enters the mass communication channels,it is mainly based on WeChat public accounts and graphic forms of websites.However,with the advent of the short video era,the traditional form of health communication has encountered development bottlenecks.The convenience,low threshold,and interactivity of information production and access methods in the short video era have made short video popular,and Douyin short video became a phenomenal product in 2018,which has been favored by many users.Health communication can use the large environment of short video to expand the influence of health communication and attract more users’ attention,thereby improving the overall health of the people.This paper chooses the healthy transmission of the clove doctor account in the short tiktok video platform as the research object,and uses the classic theory "5W mode" as the theoretical framework to study.This paper discusses from four aspects: in terms of communication subjects,the author discusses the high authority of the "clove doctor" tiktok team and the advantages of health communication;in the content of communication,adopts the content analysis method,carries out quantitative analysis of its symbolic narrative,content characteristics,personification elements and other aspects;and spreads the contents of its health communication and short video platform of the jitter.Diversified production methods and distribution channels are used for analysis;at the level of communication audience and effect,the characteristics of user portraits are analyzed,and the research method of in-depth interview is used to understand the specific information of the audience,and the communication effect is analyzed from the three levels of cognition,psychology,attitude and action.Through case analysis,content analysis,in-depth interview research methods to quantify research content.A comprehensive analysis of tiktok’s voice accounts is given.The first chapter of this paper is the introduction,the second chapter is a general analysis of the current situation of short video in health communication,to understand the communication mode of health information in short video,and to sort out the research cases.The third chapter analyzes its content characteristics,and selects the short video with high volume in the account,and uses content analysis to understand its expression characteristics.This paper analyzes whether there are relevant factors that affect the amount of short videos with large differences in the amount of playback.The fourth chapter analyzes tiktok’s user portrait and analyzes user reviews from the perspective of user feedback.Meanwhile,some users use depth interview to study the effect of the clove doctor’s jitter.Using the combination of online and offline to understand the situation of health behavior adoption after users accept their health communication.The last chapter summarizes the problems exposed in the short video of health communication,and combines the expression of the clove doctor’s jitter and the reference in the communication strategy,and puts forward his own views on the short video expression and development in health communication,helping the short video tiktok industry to take the road of sustainable development.I also hope that it can enhance the communication power of health communication,win the attention of the audience,improve the national health quality,and help "healthy China".