The Research On Health Communication Program's Communication Strategy And Its Enlightenment

With the coming up of the 13th five-year plan,"Healthy China" has become an important strategy for our country's development in the new period,and also brings new opportunities for the development of sports,health and mass media in China.In this new period,how to play the role of media in health promotion,coordinate the relationship between the media,sports and health promotion and construct the media communication path of health promotion which adapt to our national conditions,has become an important part of the“healthy China" strategy and achieving its healthy communication effect.This research intend to use "Health Communication Program","Mass Media Campaign","Physical Activity" and "Health promotion" as literature keywords to search material from academic platform such as ResearchGate.com and WOS data base.After studying relevant literature of the health communication program in the United States,it turns out that as a pioneer of mass media intervention in health promotion,its practice can dates back to early 18th century smallpox prevention programs.Scholars have summarized the practice course of American mass media intervention health promotion into four historical eras according to its media communication effect,including era of minimal effects,campaigns can succeed era,moderate effects era and conditional effects era.The introduction of seven key communication factors(Formative research,Audience segmentation,Theory-based,Message design,Channel placement,Process evaluation and Sensitive outcome evaluation)of the health communication program marked the new height of conducting health communication program to promote health into the systematic theoretical guidance practice.Furthermore,the fusion of these seven key factors and the "Design--Test--Implement--Evaluation" frame makes the communication strategy of health promotion gradually mature,then formed a theoretical system which can guide the health communication program from structure design phase to the result assessment phase.With the advent of the Web2.0 era,social media has shown great potential in optimizing the health communication program,social media can not only improve the communication effect through interpersonal communication,but also interfere with the long-term effect of health promotion.After reading and selecting,"Walking Missouri Campaign" is chosen for the case of this study(in the implementation process,this plan is a complete embodiment of the communication pattern and practice process of the health communication plan also has a strong representativeness).The main communication goal of this campaign is using mass media methods to intervene their behavior and promoting their health level.The "Walking Missouri Campaign" is based on health belief model(HBM),through systematic communication plan design and media information design,based on the successful experience of another health communication programs,integrate local excellent resources and achieve two good communication effect in promoting the maintenance of long-term healthy behaviors and the participation of physical activity in the community:Intervention on local residents through the system's health communication program is more active in walking and other health activities and most local residents can still walk at least 10 minutes a day after the campaign.Thus,this research based on a successful case of American health communication program,puts forward four enlightenment for the health communication field and health promotion in China,which is to improve the communication effectiveness through the systematic health communication program practice process;define communication target and focus on long-term impact on audience behavior;pay attention to the diversity of health communication and develop compound talents;give full play to the advantages of new media and expand channels for spreading health communication program.