Study On The Field Structure Building Of Health Communication On Social Media

On the basis of previous scholars' research on field theory,in order to further enrich the field theory,this article takes the case of " AIDS-immune gene altered humanbeing" as an example,exploratoryly constructing the field of social media health communication,which is defined as an objective network of political,economic,academic,and media forces that compete for the “health authority” in the field by transforming their respective social media influences.In addition to autonomy,struggle,diachronicity and the resulting uncertainty are the basic characteristics of the social media health communication field,the field also has its particularity,mainly reflected in the special relationship between producers,products and consumers.Comparing to other three forces,media power is most active in this field and has the strongest correlation with other forces,while economic power owns the weakest link to other forces,and political and academic power are in between.Different actors of media power form a set of habits corresponding to their possession of healthy authority in the production of health information,and habits of different actors in this field have a significant impact on the dissemination of health information they produced.