Research On The Strategy And Effect Of Short Video Health Communication

Compared with the United States,the development of health communication in China is still in its infancy.Most of the existing research still stays in the era of mass communication.The research on the new media ecology is limited to the official account of We Chat.In the period of mobile Internet,a single form of text,language and picture sharing and communication can no longer meet the diversified needs of the public.Mobile short video has gradually become the most frequently used information exchange,sharing and communication platform for the public,and has become an irreplaceable means of communication in health communication.The reason why this article chooses the short video of clove doctor’s jitter tiktok is the object of the study,because the clove doctor system is perfect,the information released is real and relatively standardized,and the short video content is extensive,and it can quickly know the whole situation of the short video health content.In addition,because the clove doctors have a total net fans of around 35 million,the larger market scale in the industry has great influence,and is the official official tiktok.This article starts with the short video content tiktok pushed by the "app" platform,hoping to provide some ideas for other platforms or individuals to spread the short video.This paper,through sorting out the concept,characteristics,development status of health communication and short videos,and the current situation of short video health communication,lays the theoretical foundation for the short distance video transmission in the new media environment.Using the methods of literature analysis,content analysis and case study,it selects 119 of the health care sector released by the "clove doctor" in the 2018-2019 tiktok headlines.Based on the samples of original short videos,this paper analyzes the content of the short videos from five aspects: the main body of creation,the theme of push,the sentence pattern of title,the language style,the amount of comments on praise and the amount of forwarding,and summarizes the characteristics of its health communication strategies.Based on the theory of user satisfaction,the audience survey is conducted to evaluate the effect of health communication.Through the study,we find that the problems of tiktok development are content homogeneity,insufficient original motivation,unreasonable staffing of information distribution platform,strong interaction and hardship,and the loss of public figures.Therefore,the author suggests that the tiktok should continue to deliver high-quality content,extend service value chain,increase user interaction mechanism,enhance communication effect,and rationally allocate personnel;build professional operation team.Finally,we will make some thoughts and prospects for the future development of the tiktok.