Research On The Communication Effect Of Short Health Videos In Rural Areas

Since the definition of health transmission by American scholar Rogers in 1994,it has been paid much attention by scholars at home and abroad.However,according to literature search,most of the current research on health communication is still limited to college students and urban groups,while there are few researches on rural areas where the level of economic development is low and the input of medical level is obviously insufficient.At the same time,with the expansion of the scale of rural Internet users and the rapid development of short videos,rural Internet users have also shown a certain degree of curiosity and attention to short videos related to health.Those short videos of health that are very in line with the practical needs of rural villagers,resonating with villagers and close to rural life,attract a large number of villagers to watch.In this study,field investigation method,questionnaire survey method,interview method and quasi-experimental method were adopted to go deep into Xiangbai Shisan Village,Wangkui County,Heilongjiang Province,and analyze the communication effect of health short videos in rural areas.This study is divided into the following parts:The introduction mainly includes the research background,research purpose and significance,relevant concepts,research status,research methods and research innovations.Relevant concepts include the introduction of short video,health communication,communication effect and other related concepts?while the research status is a review of relevant studies.The second part is the investigation of the communication effect of health short video in Xiangbai Shisan Village.Based on the theories of cognitive effect research,attitude effect research and behavior effect research,three groups of subjects with the same basic situation were selected under natural conditions to conduct the experiment in the form of controlling the transmission of health information.and hypotheses were put forward to record the specific information of the subjects,and the content and process of the experiment were detailed.The third part is the analysis of the experimental results of health short video communication effect.This part of the relevant data for statistical analysis to verify hypothesis,it was found that health class short video in the spread of white ten suffering mainly exist the following features:cognitive effects,relative to other forms of health communication,the villagers for a healthy kind of short video content understanding effect is good,for a short video of short-term memory effect is better;In terms of attitude and effect,although the villagers prefer short videos about health,they do not think that the credibility of short videos is higher than other forms of communication.In terms of behavior effect,short health videos have a more obvious positive effect,but they are more reflected in sharing.The fourth part points out the problems existing in the dissemination of health short videos in Xiangbai Shisan Village,and the thinking of the future dissemination of health short videos in rural areas.The problems mainly include the following four points:first,the recipients lack basic health knowledge,and the memory effect of short video is not strong;Second,the information on the communication platform is difficult to distinguish between true and false;Third,the expression of the communication content is not popular enough;Fourth,the difference between the forms of communication and other forms of communication is not obvious.Reflections on the future dissemination of short videos on health in rural areas mainly include the following points:First,to improve the media literacy of villagers and improve the rural health communication mechanism;Second,improve the entry threshold of creators,give play to the advantages of short video;Third,we should face up to the health needs of villagers and produce precise rural health communication content.It is hoped that this study can make a modest contribution to the health transmission in some rural areas with Xiangbai Shisan Village as the epitome.