Research On The Narrative Content And Strategy Of Health Science Popularization Short Video

With the emergence of short video social media represented by Tik Tok and Kwai,Health Communication has found a new development and living space,providing information search channels for audiences seeking health knowledge.Health science short videos express their richer language.Space and diverse forms of expression have gradually replaced traditional forms of health communication.In order to explore the development potential of short video in health communication,this article uses the Tik Tok account "Southern Health" as the research object,and selects short videos with more than 50,000 likes released by "Southern Health" from June 13,2018 to February 10,2021 as the research sample.On the basis of in-depth study of a large number of relevant academic documents,through text analysis,case studies,and the use of narrative-related theories as a framework to analyze the narrative content and narrative strategies of the short video account "Southern Health" in the health science popularization,and summarize it Successes and shortcomings.The first chapter mainly tells the evolution of the form of the health science popularization media in our country and the reasons for the rise of short health science videos.With the continuous advancement of media technology,health communication has gone through the four communication stages of "newspapers-radio and television-portals-short videos".In the era of short video,because short video has a huge user base,there are many potential recipients of health information needs on this basis;secondly,the content economy has led to the formation of many head health IPs,which can ensure the popularization of health sciences on the premise of achieving profitability.The content quality and creative motivation of short videos;finally,the low production cost and low technical threshold of short videos have greatly enhanced audience participation.These factors have prompted the rise of popular health science content on short video platforms.The second chapter focuses on the narrative theme and purpose of the Tik Tok account "Southern Health".According to its content,"Southern Health" can be divided into six categories of narrative themes: gender health,diet and health,sleep and health,life tips,confusion and disinformation,and children's health,with a wide and comprehensive thematic classification.At the same time,"Southern Health",on the premise of realizing its own economic benefits,accurately locates its target audience and sets the agenda for the topics that young audiences are concerned about,so as to cut into health knowledge.At the same time,the content is close to life and keeps up with current affairs,so that viewers will not feel disconnected and will improve health concepts and health behaviors in a subtle way.The third chapter analyzes and interprets the narrative strategy of the Tik Tok account "Southern Health".The narrative subject of "Southern Health" uses the omniscience perspective to comprehensively and objectively introduce health knowledge,and enhances the audience's realistic feelings through narrative methods that simulate real life scenes,disseminate health information in narrative sections that set suspense and reflect conflicts,and at the same time The use of short videos can combine the characteristics of a variety of audiovisual language symbols to strengthen their expression effects.The forth chapter summarizes the current problems of "Southern Health",and then provides specific suggestions for the development of health popularization short videos in three aspects: improving the thematic content to broaden the audience groups,strengthening the innovation ability and presentation form,and improving the supervision mechanism with the presence of official institutions.Then,we provide specific suggestions for the development of health science popularization short videos in three aspects,trying to build a suitable development path for health science popularization short videos.The concluding section summarizes the contents of the first four chapters and presents the shortcomings and prospects of the study.Dissemination of health knowledge must abandon the traditional top-down,one-dimensional communication mode,combine the current new media context,output high-quality health content,pay attention to user experience,strengthen interaction and feedback,so as to form a good Health communication model.With the full implementation of the Healthy China Initiative,in addition to official admissions,more institutions and individuals need to be relied on to improve health service capabilities,and to be the disseminators,practitioners,and demonstrators of health knowledge.