| In the past two years,the short video of health communication has been rapidly "out of the circle" in the special environment,making the short video of health become an important content branch in the development of short video at present,and also become an important research direction in the academic and industry.This paper selects Tik Tok "Yangshengtang" as the research object,selects 558 health short videos released by Tik Tok "Yangshengtang" from January 1,2021 to December 31,2021 as the research samples,adopts content analysis method,case analysis method,literature research method,and adopts frame theory to analyze the content presentation of Tik Tok "Yangshengtang".According to the content characteristics of "Yangshengtang" health short video,combined with the three-level frame theory and news graphic theory,the content frame is divided into high,middle and low levels and the corresponding category construction is carried out.Through the descriptive analysis of the category usage of "Yangshengtang" health short video and the cross analysis of the three levels of framework,the characteristics and shortcomings of its content are studied,and the corresponding optimization suggestions are put forward.Through the statistical analysis of the use of categories and the cross analysis of high,middle and low levels of frames,we can summarize the characteristics of the content framework of "Yangshengtang" short health videos: in the high level,the topics are more focused,the tone is objective and the target group is wide;In the middle level,the theme is unevenly distributed,focusing on the alternation of plots and the expression of ideas;Low level: the content is not original,and the video is presented in various forms.According to this,it can be found that "Yangshengtang" health short video has distinct characteristics in content presentation: focusing on health common sense and health care,health topic selection sink,and keeping up with real-time hot spots to make the content more effective;In terms of video narration,most videos are objective tone and interpret "health" from multiple angles.The content logic is strict and focuses on guidance.At the same time,authoritative experts and doctors explain on camera and lively characters are added timely,which makes the narration rigorous and lively.In terms of video packaging,exclamations and interrogative sentences are often used in the title.In the video,speeches and interviews are often used for content explanation.Meanwhile,scene conversion and smooth editing are adopted to make the video more readable.In terms of the characteristics of video release,videos are good at finding the right release time to enhance the effect,and timely use of topic discussion to enhance the exposure and popularity of the platform.But at the same time,through data analysis,it can be seen that there are still some shortcomings in the content presentation of tiktok,including uneven distribution of contents and themes,especially the lack of mental health information transmission,lack of motivation for content innovation,the level of fineness to be improved,and inadequate interaction with users.In view of these problems and shortcomings,this paper also puts forward optimization suggestions from the health theme,innovation power,content segmentation,interaction and other aspects,and according to the particularity of health communication,puts forward the special requirements of upholding professionalism and insisting on serving the public. |
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