Optimization Of The Impact Of New Media On Obese People From The Perspective Of Health Communication

In 2016,the Fifth Plenary Session of the 18 th Central Committee of the Communist Party of China formulated the Outline of the 2030 Plan for Healthy China which proposes to make full use of new media to expand health education and promote scientific health knowledge.Nowadays,the number of obese people is increasing rapidly.China has become the country with the largest number of obese people.Obesity endangers human's physical and mental health and leads to a gradual increase in people's health risks.Under the function of promoting health knowledge,the new media can,more importantly,guide obese people to make healthy behaviors and help obese people achieve the goal of maintaining health.Based on the theories of use and satisfaction,self-efficacy and health belief model,this paper investigates 328 obese people through questionnaires and in-depth interviews to explore the optimal effect of new media on obese people from the perspective of health communication.Using data analysis and in-depth interviews,this paper explores the cognition,attitude and behavior of obese people towards health behaviors under the influence of new media.According to the data analysis,find out the obesity cognition of different characteristic groups and the influence of network information on their behavior.The guiding strategy of new media for obese people and the effect of healthy behaviors of obese people under the guidance of new media are analyzed.The findings of the study are as follows: 1.Obese groups have a correct understanding of obesity and health under the influence of new media;Second,obese groups will actively search for health information using new media.3.Most obese people think that the health information in the new media is helpful for them to carry out healthy behaviors.4.Most obese people will make behavioral changes based on weight loss information in new media.In order to better guide obese people to conduct healthy behaviors,on this basis,this paper proposes media optimization strategies: First,meet the information needs of obese people;Second,to promote offline actions through network communication;Third,we should make use of the focus of new media to attract obese people and spread health information to them.Fourth,use the agenda setting function of the media to subtly guide obese people's cognition of healthy body.This article is divided into five partsThe first part of the introduction mainly analyzes the research background,the research purpose and significance,the overall design of the research and the related research review of this article.The second part is the basic introduction of the concepts related to this article and the theoretical basis used in this article.The third part is the cognitive status and network transmission analysis of obese population,involving the data analysis of this article.According to demographic variables,the analysis includes: 1.the cognition of obese population on the impact of obesity;Second,obese people's cognition of network information;3.The behavior of obese people actively searching for health information;4.The behavior of obese people under the influence of online weight loss information;5.Learning the help of network health information to myself.The fourth part is the research on the guidance strategy of new media for obese people's health behaviors.According to the conclusion of in-depth interviews,from the perspective of new media,the specific guidance strategies are: I.Use and satisfaction: to meet the needs of obese people for health information;II.Sense of Sharing: Action of Network Interpersonal Communication to Promote Reality;III.Personalization: niche platforms provide personalized services;IV.Agenda Setting:Media Implication and Star Effect.The fifth part is the optimization effect of obese people's health behaviors under the guidance of new media and discusses the change effect of obese people's health behaviors under the guidance of this study.The specific optimization paths are: I.Cognitive effect of obese people under the guidance of new media;II.The attitude effect of obese people under the guidance of new media;III.The effect of obese people on the behavior level under the guidance of new media.