Research On Health Communication In New Media Environment

Since the founding of New China,from the Patriotic Health Campaign to the Healthy China Action,the healthy development of rural areas has always been highly valued by the country,but in terms of energy investment and resource inclination,it is not as good as that of urban areas.Since 2009,policies such as Home Appliances to the Countryside,Mobile Phone to the Countryside,New Rural Cooperative Medical Care System,and the Rural Revitalization Strategy have been introduced one after another,and the country has gradually injected more power into the health project in rural areas.In 2018,driven by the "Internet +medical health" policy,health communication in the new media environment has shown new developments.However,due to the problems such as poorly educated of villagers,the lack of media literacy,the development of healthy communication in rural areas is still relatively weak.Therefore,this thesis would take Tiancuo Village,Quanzhou City,Fujian Province as an example to understand the current status and characteristics of health communication in rural areas in 2018-2019 through participant observation,questionnaire surveys and depth interviews,so as to provide a reference for effective dissemination in the region.The main body of this paper would be divided into five parts.The first part is "Introduction".In this part,it introduces the origin and purpose of this study,its meaning,concept definition and research category,research history and current situation,research ideas and methods,which are the basis of the full text.The second part is "Historical Review of Rural Health Communication",combing the history of health communication in rural areas from the Patriotic Health Campaign to the Healthy China Action.There are three junctures in this part.First,in the early days of the founding of the People's Republic of China,patriotic health campaigns focused on social mobilization and propaganda.Second,after the reform and opening up,health communication was dominated by mass communication,with television as the main communication method.Third,after 2009,new media communication played an important role.The third part is "the Summary of the Survey of Tiancuo Village",which summarizes the geographical location,economic development and cultural facilities of Tiancuo Village through relevant materials,and reviews the development of the patriotic health campaign in the history of Tiancuo Village.At the same time,the study will analyze the research results which includes daily media contact and health information demand of villagers in Tiancuo since 2018-2019.The fourth part is "Analysis of the Status of Rural Health Communication in the New Media Environment",which is based on the summary of the third part.It is found that since2018,new media has become an important way for villagers to obtain health information,while television still occupies an important place in the countryside,therefore new media,television and interpersonal communication have become the main ways of communication in rural areas.The health communication in the new media is mainly based on the communication between acquaintances,and the new generations cause new contradictions due to different concepts.Another surprise found in this thesis is that female villagers are more active in health communication.The fifth part is "Restrictive Factors and Solutions for Rural Health Communication".It summarizes the three factors that restrict the health communication in rural areas,namely "low education level","inadequate governance of grassroots organizations" and "negative effects of new media communication".In response to these problems,the thesis hopes that the country can invest more power in grassroots rural areas,the leading Internet companies can participate in the governance of grassroots public affairs,the local media should take advantage of the “locality”,serve the local people better,and the grassroots organizations can take appropriate health promotion measures for different groups.In addition,the two generations should communicate more and pay attention to communication attitudes.In short,only a combination of multiple forces can better promote the health spread in rural areas.