An Analysis Of The Dissemination Strategies Of Official Social Media On Organ Donation Reports Under The Framework Theory

The emergence and development of organ transplantation has saved the lives of countless patients with organ failure.However,in stark contrast to the rapid development of medical transplantation technology is the serious shortage of organ donors.Factors such as ethics,traditional ideas,and popularization of knowledge have influenced the public ’s willingness to donate organs.As an important channel for people to obtain information,media reports have the responsibility of popularizing knowledge and knowledge education.At the same time,changes in the media ecosystem have shifted the main channel for people to obtain information from traditional media to social media.Social media news reports under the traditional media with strong credibility also have strong credibility.Their communication strategies for organ donation reports have affected the audience’s perception of organ donation-related concepts.This paper uses the framework theory to analyze the official Weibo and We Chat public accounts of the Hubei Daily,Hubei Daily,the mainstream media,"Changjiang Daily",and the mainstream urban newspaper,"Chutian Metropolis Daily"(hereinafter referred to as "Three Dailys").(Hereinafter referred to as "two micros")related news reports on organ donation,trying to analyze the problems and deficiencies in the communication strategy of the official social media in Hubei area in organ donation reports,and based on the results of the research The report’s communication strategy puts forward some suggestions for optimization.This paper mainly uses the content analysis method to analyze the communication strategies of the "two micros" of the "three newspapers" for organ donation in the six years from 2014 to 2019,from the report theme,the number of reports,the tendency,the influence,the genre,the report Analyze and research methods such as methods,try to analyze the characteristics and rules of organ donation reported by social media in Hubei newspapers,and analyze the problems and deficiencies of official social media in organ donation reports based on the research results.Finally,based on the results of the research,the author will provide some optimization suggestions on the communication strategy of social media on organ donation reports: increase the number of related reports,enrich the report topics,cultivate the professionalism of relevant personnel,strengthen the sense of media responsibility,and plan news reports based on time nodes To leverage social media interactivity and build a social multi-party writing platform.