The Analysis Of Health Communication Strategies On The Perspective Of The Play Theory Of Mass Communication

The economic and social development has stimulated the urgent needs of the public in today's society for health communication,and the innovation of media technology has also promoted the development of health communication.For a long time,health communication has been affected by stigma.The patients' voice is often neglected in the health communication.The traditional way of health communication is relatively rigid,which calls for a new health communication strategy.This dissertation takes the Orange Slice Selfie Campaign in China of the facioscapulohumeral muscular dystrophy(FSHD)health communication activity on June 20,2018 as a case study of the characteristics of its strategy construction,and extends the practice of the play theory of mass communication and health communication strategy.Combining the research ideas of qualitative research and quantitative research,this dissertation combines case analysis method,literature research method,statistical analysis method and content analysis method,and takes the play theory of mass communication as the research framework to study the the Orange Slice Selfie Campaign in China.Through the research,it is found that the Orange Slice Selfie Campaign in China activity showed extraordinary characteristics in terms of strategic theme,information content,interactive characteristics,communication path and communication effect,especially through the interaction of new media games,empowering patients.The collective right to break the stigma of disease stigma highlights the great value of humanistic communication.In the research,the author also found the problems of the the Orange Slice Selfie Campaign in China in the strategy construction,especially the several problems such as excessive entertainment,thin content,slack rules and short duration.The guidelines for guiding,deepening the information connotation,clarifying the rules of the game and optimizing the allocation of resources give practical and feasible suggestions to promote communication strategies.This dissertation studies the health communication strategy with the OrangeSlice Selfie Campaign in China as the object.In the play theory of mass communication,the communication behavior is regarded as the unconstrained nature of human self-consciousness,and it is placed in the social behavior of individual audiences to rediscover the value of play theory in social public governance is an effective extension of the practical connotation of new media participation in social public affairs management such as health communication.The disease descriptions of health communication are often accompanied by the vulnerable situation of patients.Therefore,some diseases have prejudice,stigma and even discrimination in the interpersonal communication of real society,especially for rare diseases.The Orange Slice Selfie Campaign in China promotes rare diseases through the emerging mass media platform,reduces the stigma of disease treatment in the health narrative at the social level,and builds an environment of equality,tolerance,care,and positive health communication,and also for health communication.This study provides a valuable reference for the object empowerment of communication.