Analysis On The Communication Strategy Of Shandong Radio And Television Program "Physical Health"

With the improvement of people's economic level and the acceleration of the pace of life,health preservation has become a hot topic in recent years,especially the introduction of the 2016 healthy China strategy,which makes it particularly important.Mass media plays an irreplaceable role in health communication,more and more health regimen spewing out,such as CCTV's "Traditional Chinese Medicine"?CCTV's"The Doctor Is In",Beijing TV's"Health Beijing"?"Healthy life"?"Health hall",and so on.These health TV programs in the play to the functions such as social value,cultural value,also exposed many malpractices,pollution audience audio-visual,disrupt the food market,and even threaten social stability and harmony.Paper will therefore foothold on TV health class and its development strategy,based on the analysis of its development,creation mode,problems,and to the shandong radio and television "Physical Health" researches in this specific program as an example,and draw lessons from the success of the program,provide feasible Suggestions for the better development of similar programs.Shandong radio and television program "Physical Health" is the first large-scale medical service program in shandong province that integrates diagnosis and treatment,prevention,health guidance and health maintenance."Physical Health" began on January 1,2013,followed by a major overhaul on January 1,2017."Physical Health" has attracted a large number of loyal fans with its good consistency and continuity,and many TV viewers have developed the habit of watching the program regularly every night.Research in recent years shandong radio and television are the basis of the statistical data,and using the combination of theoretical research and empirical research methods,from the show's content,reason analysis and communication effect and so on.The first chapter introduces the research background,research significance and research methods,and summarizes the current research status.TV health status in our country,the second chapter analysis and detailed research involves the noun concept,from the macroscopic Angle induces healthy Chinese TV shows four period of development,four kinds of creation mode as well as existing problems.The third chapter in one of the first successful health shows in shandong "Physical Health" as the main research object,respectively is introduced its production mode,presided over personnel,content,form,program choice,etc.,analyzes the background and reveals its emergence reason,at the same time the communication effect of the show.According to the study,the program can disseminate health information and promote health concepts through the continuous broadcast of health care programs,which can meet the needs of current audiences for health information.Secondly,this program records the real life and working environment of doctors in an external way,and establishes an effective communication platform between doctors and patients,which is conducive to alleviating the communication difficulties between doctors and patients.Finally,the program systematically introduces traditional Chinese medicine methods,which is beneficial to the spread of traditional Chinese medicine culture.In the last chapter,the paper on the basis of the theory of health communication,draw lessons from Physical Health" program success summed up to promote the realistic path of health keeping in good health development in our country,and provide guidance to local health preservation program revision of direction.Analysis as a disseminator of TV media to play to the subjective initiative,improve their professional level and comprehensive strength,and provide good quality content for the audience,but also should be particular about the appropriate communication skills,good at using new media technology to improve the form of the program.As audience audience never is passive,they for mass media dissemination of information should not be accept,the alert at the same time pay more attention to improve media literacy,and learn to identify when receiving increasingly multifarious information processes its value.In addition,the government should formulate laws and regulations to enable TV media to have laws and regulations to be followed,and medical institutions and pharmaceutical enterprises should also improve their social responsibility.In a word,TV media,government,TV viewers,medical institution and pharmaceutical enterprise as four related subject of health keeping in good health,only cooperation can specification now TV health markets of good and evil people mixed up,can produce excellent level,reach the audience.