| As early as the 1990 s,American communication scholars had begun to use mass media to disseminate health science information,and opened up a new field of communication research-health communication.With the development of mobile Internet technology in recent years,new media represented by Weibo,We Chat,and short video have overturned the way of information release and dissemination,giving birth to opinion leaders and self-media in various fields,and also a health communicator.Provides new development opportunities,among which the more successful is the popular science-based self-media-"Doctor Lilac".The purpose of this article is to take the "two micro a shake" of "Dr.Dingxiang" We-media platform as the research object,take the content produced by "Dr.Dingxiang" on Weibo,We Chat,and Douyin as samples,and use the WCI,The BCI and DCI indexes are quantitative algorithms,which analyze their multi-platform communication strategies.Through the literature research method,case analysis method,content analysis method,and comparative analysis method,a comprehensive analysis of the content spread by the multi-platform account of Doctor Lilac is carried out.The first chapter of the article is the introduction,the second chapter analyzes the current status of popular health science and its communication advantages,the third chapter uses algorithms to quantitatively analyze the multi-platform dissemination content of "Doctor Lilac",the fourth chapter is the previous article Based on the research,the multi-platform dissemination strategy of "Dr.Dingxiang" is summarized.Chapter 5 puts forward the problems existing in the multi-platform dissemination of "Dr.Dingxiang" and provides countermeasures for improvement.The innovation of the article is mainly reflected in the following two aspects: One is the innovation of research perspective.This article starts with a multi-platform communication strategy,comprehensively analyzes the communication content of "Doctor Dingxiang" Weibo account,We Chat official account,and Douyin account,and finds its multi-platform complementary communication strategy.The second is the innovation of research methods.This article mainly adopts the method of sample quantitative analysis,using crawler technology to collect the content produced by "Doctor Lilac" on multiple platforms within half a year,and on this basis,use the algorithm published by Qingbo big data to analyze the content produced on multiple platforms.The communication effect is quantified,and on this basis,the multi-platform communication strategy of "Doctor Lilac" is summarized. |
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