Decentralization Vs.Centralization

In recent years,economic and social development has continued,people's living standards have improved with development,and people's demand for health is increasing day by day,and the topic of health has gradually received wide attention from all walks of life.Among the reports on people's livelihood,medical reports have always occupied an important part.However,due to the professional nature of the medical industry,news media practitioners lack professional and scientific knowledge reserves,and are often obsessed with the pursuit of timeliness in the face of reports,making it difficult to truly restore the truth of the reports and causing medical disputes to be demonized.The medical industry,as the reported party,has long lacked the right to speak,making the medical sector passively vulnerable in the public opinion field.With the advent of the era of self-media,health communication activities have started to change in line with new technologies,and medical institutions,media,and various medical industry practitioners have started to use self-media for health communication.In this paper,we compare the decentering of hospitals in cyberspace with the centrality of real space and analyze the impact of this.Through interviews and data statistics,we sort out the possible problems of the current hospital WeChat publics and suggest an optimization path for future development.At present,the WeChat public platform has a large user base and is growing increasingly active.Based on this,the role of hospital WeChat public numbers is also gradually strengthened,acting as a platform for external information release,online consultation platform and doctor-patient communication platform at the same time,contributing to the improvement of medical technology level and the development of health communication.The first chapter of this paper is the introduction,which mainly explains the research background,research purpose,research significance,research innovation point,research object and research method of the paper,and composes the research of related literature.The second chapter focuses on three aspects:the strategic goal of health China,the lack of discourse in doctor-patient reports,and the development of media technology.In the report of the 19th Party Congress,General Secretary Xi Jinping proposed "implementing the Health China Strategy",which elevates the maintenance of people's health to a new level.The 14th Five-Year Plan and the outline of the 2035 Vision proposed to give priority to the development of people's health,promote the construction of a healthy China,adhere to the policy of prevention-oriented,and provide people with a full range of health services.Paying attention to health is the common responsibility of everyone,but the deepening reform of the medical and health system makes hospitals are facing unprecedented challenges and problems.How to do a good job of hospital brand building has become the first issue to focus on,and brand building is inseparable from external publicity work.From the determination of the hospital brand concept to the implementation of publicity work,the media information needs to play a role.Nowadays,the media technology is updated frequently,for hospitals,in order to enhance the hospital brand image and increase the level of hospital treatment technology,it is necessary to firmly grasp the new trend and fully utilize the WeChat public platform,and major medical institutions can base on their own positioning to carry out activities such as health knowledge propaganda,general medical knowledge and disinformation,so as to build a harmonious doctor-patient communication platform.Chapter 3 starts from the hospital WeChat public platform under the decentralization of cyberspace to make a specific analysis of health communication.Firstly,the theory of decentralization is elaborated,and secondly,this paper summarizes the communication content characteristics of hospital WeChat public numbers into four subsections.The first subsection is content classification personalization,and knowledge science,health diet and health exercise content are its main three parts.High-quality original content is the "necessary weapon" for WeChat public number to get high reading and good-looking number,and high-quality original content is demanded by the public,which also has the important task of guiding the audience's psychological and physical health.The second subsection is the diversification of content sources,whether it is health institutions,national and provincial health care committees or departmental medical staff are the hospital WeChat public number content source channels.The content of general health knowledge and disease prevention knowledge is published so that the public can effectively avoid the adverse effects of Internet rumors on their lives,expand their health care skills and basic medical knowledge,and improve the quality of healthy life and medical health literacy.The third and fourth subsections are diversification of communication forms and interesting language styles.Whether in the form of cartoons or intuitive and easy-to-understand charts,the playful and lively tone of popular language is an innovative transformation of the original boring text,adhering to the principle of closeness and starting from the audience's reading habits.By producing content on key issues of concern to the audience,the health wechat public website guides the audience in all aspects to pay attention to and improve healthy living tips and disease prevention assessment.Chapter 4 of the thesis takes hospital y as an example,and statistical analysis is conducted with questionnaire data and interview content.The data show that there are still many problems in relationship maintenance and media responsibility,and the operators of hospital WeChat public websites have suggestions and recommendations on how to use WeChat public websites to build a health communication ecology,focusing on two weak aspects:low interaction rate and poor "empathy".Chapter 5 starts from the centralized medical treatment role of hospital WeChat public numbers in the real space,explains the concept of centralization,and then analyzes the content of appointment booking,online payment,access to examination reports,consultation information disclosure,patient satisfaction measurement and consultation feedback.This paper examines and analyzes hospital WeChat public numbers in the strategic context of building a healthy China.Through the analysis of the basic situation of the public number,communication content and audience analysis,we insist on professional operation and high-quality content dissemination,and continue to play the role of"gatekeeper" to help the long-term development of hospitals.