Content Production Analysis Of WeChat Public Number In Hospital Under Health Communication Vision

Under the background of health communication,all major hospitals attach great importance to health communication,and use new media such as WeChat Public as a carrier to produce healthy communication content,which has begun to show results in improving the health awareness of the whole people and alleviating the conflicts between doctors and patients."Wuhan University People’s Hospital" WeChat Public Number has a good momentum in the new media environment,and content production has the following characteristics: There are hospital publicity,health science reporting topics;Hospital sources are the main sources,supplemented by sources of patients and media sources;Neutral,positive,and more rational reporting nature;Novel and diverse,turning boring professional medical information into an interesting type of reporting;The presentation of medical facts is the main one,and the title expression of multi-network hot words is interactive.Its authoritative and interesting production methods are widely praised by the audience and have representative significance in the content production of medical WeChat public.This paper will use the "agenda setting" theory to analyze the public number through the theme setting in content production to build the audience’s health,trust,and participation consciousness.Using the theory of "use and satisfaction",the audience is the main body,and the public number is analyzed through the three aspects of the "knowing and believing" model.At the cognitive level: presenting content and methods to meet the audience’s cognitive needs,attitude level: the message board meets the audience’s social and emotional needs.,Behavioral aspects: The communication effect of audience participation needs to be strengthened.The study found that the "Wuhan University People’s Hospital" WeChat public number has an unbalanced theme and layout during the dissemination process: the proportion of hospital propaganda themes is too large,and the layout is fragmented;There are more Monologues and fewer harmonies;The pleasure of the page is not strong,and the use of communication symbols lacks timeliness;The report is neutralized and lacks human care;Language expression is too entertaining and not original;The satisfaction of the audience is uneven and ignores the mass groups;The interaction mechanism of the message area is single and the transmission effect is shallow.In order to put forward some strategies to solve the problems that appeared in the process of the "Wuhan University People’s Hospital" WeChat public number dissemination,this paper will also use the "identity" theory to construct audience identity from three aspects: content,relationship,and value.In this way,it can promote the healthy dissemination and benign development of the hospital WeChat public.