Research On The Adoption Of Health Science Short Video Information

People’s health is an important symbol of national prosperity and national prosperity.Promoting the construction of a health communication mechanism suitable for the contemporary social environment will help health science popularization play a key role in improving the health level of the whole society.With the continuous improvement of the health communication mechanism,a variety of health communication means have emerged.Among them,the health science popularization short video has become one of the popular science popularization methods at present.As the product of the joint combination of new media technology and health communication,it is essentially to use the communication advantages of short video to realize the popularization of science for all.The premise of the popularization of science for all is that the audience should actively embrace the new communication method of health science popularization short video,Therefore,how to enhance the audience’s willingness to adopt health science popularization short videos has become an important part of promoting the popularization of science.The improvement of audience’s willingness to adopt information is a direct reflection of the effectiveness of health science popularization short videos.Based on this,this study focuses on how to enhance the willingness of health science popularization short video audiences to adopt information,using health science popularization short videos that disseminate "sexual knowledge"as the research object,and further exploring the specific factors that affect the audience’s willingness to adopt information.Firstly,this article studies the communication characteristics of health science popularization short videos through the comprehensive framework of multimodal discourse analysis.Starting from the four layers of logic of the comprehensive framework of multimodal discourse analysis,it analyzes the communication characteristics of health science popularization short videos one by one from the cultural level,contextual level,content level,and expression level.The communication characteristics are summarized and refined into "fun","easy to understand","source credibility" The four characteristic factors of "social influence".Secondly,using the TAM technology acceptance model and IAM information adoption model as the research framework,and through the analysis conclusions and in-depth interview results in the previous part,expand the original classic model,take the communication characteristics of health science short videos as external factors,and construct the influence path between the communication characteristics and perceived usefulness,aiming to study the influence relationship between the communication characteristics of health science short videos and the audience’s willingness to adopt information,Finally,a SEM structural equation model of the audience’s willingness to adopt information in health science popularization short videos was constructed,and the model was validated using AMOS software.Research has found that the dissemination characteristics of health science popularization short videos have a positive impact on the audience’s perceived usefulness,while perceived usefulness and perceived ease of use variables have a positive impact on the audience’s willingness to adopt information.Finally,based on empirical research results,this study further analyzed the influencing factors of audience information adoption intention,and provided six reasonable suggestions for creators and platform operators to promote the development of health science popularization short videos.Creators and media platforms jointly drive the positive development of content usefulness and platform ease of use,deeply cultivate high-quality content,optimize the platform interaction design,and enhance the audience’s willingness to adopt information;Creators and platforms need to jointly strengthen the control of the content of health science popularization short videos,ensure the credibility of the source of health science popularization short videos from the source,and establish public trust;Creators need to make good use of entertainment methods,break through barriers,create content that is both scientific and interesting,and enhance their appeal;Highly sensitive to social issues,with content closely related to social hot topics,and leveraging the power of science popularization;It is necessary to establish a communication mechanism that is easy to understand and express the content in simple and easy terms,so that the majority of the audience can understand and apply popular science knowledge,and achieve the significance of popular science communication.