| As people pay more and more attention to health topics,health information has gradually become one of the most popular fields of current communication.Before the rise of short video,health information mainly relies on Wechat,Weibo and other platforms,spread in the form of words and pictures,with the rise of short video platforms such as Douyin and Kuaishou,short video with health information as the content of creation has gradually occupied an increasingly important position in the creation of short video content,health Communication has become the focus of people's attention and research.Especially in recent years,people pay more and more attention to health with the development of the news events of sudden death caused by overwork.For some traditional media,which are deeply involved in the health industry,the influence of these traditional media is also decreasing due to the less and less demand of young people to watch TV,not only can effectively expand the visibility and influence of these traditional media,but also can attract more people to pay attention to health information,which is conducive to improving people's overall health quality.This paper takes the content production and transmission of Douyin number of Yangshengtang of Beijing Satellite TV as the research object.Based on the theoretical framework of knowledge-attitude-belief model,this paper conducts a comprehensive analysis of the content production of Douyin number with the content analysis method as the main method and supplemented by questionnaire survey.In terms of content production,through content analysis,this paper selected the "whether the digest" trill,2019 on January 1 to December 31,2020,during the release of 1552 short video as the research sample,from the content theme,title,characteristics,sources of video,video screen,distribution characteristics,as well as the thumb up volume,review,forwarding,etc are analyzed.It is found that the content of Douyin number of Yangsheng Tang of Beijing Satellite TV mainly focuses on health care,prevention and treatment of common diseases,and common knowledge of life and health.As for the title,there are mainly exclamatory sentences in the form of the title.The title often uses spoken words,modal words and short sentences.The language style is feminine,the second person "you" is often used,and the topic setting is seldom used.The video source is mainly original;The most common expression of the video images is the appearance of the doctor,and the amiable IP image of "Uncle Meng".The feature of the release of Douyin is that the length of the video is less than 1 minute in line with users' fragmented reading habits,and the release time is concentrated in users' rest time.In terms of interactive features,there are more thumb up users but less forwarding and comments,and there is a lack of two-way interaction.In addition,the characteristics of its users are analyzed through questionnaire survey,and a questionnaire is designed based on the theory of knowledge,faith and action to analyze its communication effect from three aspects: user cognition,user attitude and behavior.Finally,based on content analysis and questionnaire analysis,the paper concludes that the Douyin number of Yangsheng Tang of Beijing Satellite TV has deficiencies in the distribution of health themes,production methods and two-way interaction,and puts forward optimization suggestions from the two aspects of content production and communication,hoping to help the short video industry to take the road of sustainable development.It is also hoped that the spread power and influence of short videos can be used to increase people's understanding of health information and further improve the overall health quality of Chinese citizens. |
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