Study On The Development Status Of New E-government Media For Health Communication In Shanghai And The Countermeasures

In recent years,new e-government media has become an important medium for governments at all levels to make information disclosure and interact with the public,which is of great practical significance for building a service-oriented government and innovating governance model.With the release of the Outline of the Healthy China2030 Plan and the Guidance on Promoting and Regulating the Application and Development of Health and Medical Big Data,it has become a general trend to conduct health communication by way of new e-government media.This represents the development direction of China’s Internet Plus government services and complies with the development of the times.However,we should clearly realize that,although Shanghai may have a leading position in China in terms of the development of new e-government media for health communication,there is still much room for improvement compared with foreign counterparts.Therefore,the study on the“Shanghai Model” of new e-government media for health communication is very necessary to promote the future development of the new e-government media for health communication in Shanghai.First of all,the Paper introduces the concepts of new e-government media and health communication,relevant studies at home and abroad and their theoretical basis.Then,the Paper analyzes the development history,current situation and problems of the new e-government media for health communication in Shanghai,and summarizes the common problems in the development and construction of the new e-government media for health communication in Shanghai,including “lack of long-term planning,inaccurate positioning,difficulty in content supervision,poor operation and management,and inconsistent evaluation standards”.Next,by combining the practical exploration of the health-related e-government WeChat official accounts in Shanghai,the Paper analyzes the reasons behind these problems.“Healthy Shanghai 12320”,an e-government WeChat Account launched by Shanghai Municipal Health Commission,and four other representative e-government WeChat official accounts within its matrix are selected for analysis.By reference to the management and communication theories,the Paper analyzes the effects and impacts of the e-government WeChat official accounts for health communication in Shanghai from such aspects as contents,modes and effects of health communication,and identifies the strengths and weaknesses of the “Shanghai Model” of health communication.The Paper discovers that the health-related e-government WeChat official accounts in Shanghai not only bring more health knowledge and more convenient services to local citizens,but also open up new ways of interaction between government departments,medical and health institutions,patients and ordinary citizens,making health communication more diversified in content and more outstanding in effect.The development of “Healthy Shanghai 12320” plays a guiding and leading role in promoting the overall development of the new e-government media for health communication in Shanghai.At the same time,it also points out that there are still many problems,such as “internalized” publicity effects,distinct gaps in operation capability,incomplete service functions and insufficient two-way communication and interaction.Finally,drawing on the successful experience of similar new media platforms for government affairs at home and abroad,the Paper puts forward a series of suggestions and countermeasures to improve the construction of the new e-government media for health communication in Shanghai,such as defining a clear positioning to strengthen government services and health communication;optimizing integration to speed up the construction of new e-government media matrix;taking multiple measures to improve the operating capability of new e-government media”,in a bid to promote the prosperous development of the new e-government media for health communication in Shanghai.