A Research On The Communication Strategy Of Health Public Accounts In COVID-19

The COVID-19 epidemic break out in 2020,a major public health emergency that poses a serious threat to human health and has aroused great concern of the whole society.Scientists,doctors,journalists and the general public all make their voices heard from their respective positions,forming a three-dimensional and interactive field of health communication.In this field,all kinds of websites,public accounts or media clients that focus on the dissemination of health information play a very important role.In this paper,content analysis and text analysis are used to analyze the epidemic related communication contents of two health We Chat public accounts,"Dilac Doctor" and "Life Times".Based on the description of their characteristics,communication strategies,existing shortcomings,etc.,are summarized,and optimization suggestions are put forward.The research topic of this study is the communication strategy of "Lilac Doctor" and "Life Times" during the COVID-19 epidemic.Starting from the general idea of this study,this paper proposes the following three research questions: First,what are the characteristics of epidemic related transmission of "Doctor Lilac" and "Life Times" We Chat public account? Second,what are the differences and commonalities between the two? Third,what are the epidemic related communication strategies and existing problems of health We Chat public accounts?The study found that "Dilac Doctor" and "Life Times" epidemic-related dissemination topics closely related to hot topics and fit the needs of epidemic prevention,including answering questions and doubts,popular science guidance,dispelling rumors and seeking proof,epidemic data and interpretation,publicity and reports,mental health,etc.In terms of content production,the two public accounts have a high degree of originality in epidemic related communication content,and the articles are mostly written by the public account operation team."Dilac Doctor" We Chat public account wade plague spread push the article not only have their own writing team,there are a large number of cooperative hospital doctors,a researcher at the experts,research institutions and universities scholars for their contributions,and the author of "life times" in reporter,special correspondent of the traditional media forms,Although there are not many cooperative doctors,food and nutrition experts and researchers behind the "Doctor Lilac" team to write relevant articles directly,but the epidemic related push articles are mostly written by journalists after interviewing doctors,nutrition and food experts and researchers.In terms of communication form,the main method of combining graphics and text,supplemented by short videos,self-made graphics,self-made charts,comics,H5,MV,etc.Various forms of headline types and headline sentence patterns are also used to attract audiences to click read.In terms of communication and interaction,"Dilac Doctor" responded to messages significantly higher than "Life Times",and "Life Times" had almost zero response rate to readers' messages.On this basis,this paper aims at the two We Chat public accounts of epidemic related dissemination,epidemic related dissemination of the theme distribution is uneven,lack of mental health content;The epidemic related transmission content is the same and homogeneous,which easily leads to bloated information;The low frequency of transmission and reception interaction,the message reply to be improved and other deficiencies put forward several optimization paths: one is to improve the content proportion,increase the content of mental health;Second,innovate communication methods to provide unique content;The third is to set up a rumour debunking plate to purify the network space;Fourth,attach importance to user messages and explore interactive ways.