| The health level of the people is an important indicator to measure a country’s comprehensive strength and development level.The proposal of the "Healthy China 2030" outline equates people’s health with national prosperity and national prosperity.Farmers are the largest group in China,and are an indispensable part of achieving national health and increasing people’s happiness.The formation of health literacy takes information acquisition as the main approach,and the source of health information is a topic worthy of research.As an important factor affecting farmers’ health literacy,media use requires focused attention and consideration of the underlying mechanisms.By understanding the media use behavior of rural residents,it is possible to choose information acquisition channels widely used by farmers to disseminate high-quality health information,fully respect farmers’ health information needs,promote the construction of healthy and civilized villages,enhance farmers’ health awareness,and help farmers establish a correct view of health.This article takes various districts and counties in Tai’an City,Shandong Province as the sample area for research.Through interviews with 20 rural residents,407 questionnaires were collected and effective data were obtained.Based on the use and satisfaction theory,Wister’s health literacy influencing factor model,and information adoption behavior theory,a theoretical model of the impact of farmers’ media use on health literacy was constructed,and the mechanism and path of the impact of media use on health literacy were analyzed.This article conducts a descriptive statistical analysis of the general situation of the sample area,selects multiple linear regression to screen the influencing factors of health literacy,further validates the research hypothesis through SEM structural equation model,and supplements the conclusions of the article through qualitative interview data.Through research,it is found that: 1.China’s health knowledge popularization work in the countryside has achieved important results,and 27.5% of farmers in the sample area have health literacy;2.Interpersonal communication is still the most widely used media for farmers to obtain health information.New media such as Tiktok short videos have sunk into rural areas and are widely welcomed by farmers,which is of great significance for narrowing the digital divide between urban and rural areas;The frequency of media use and media trust of rural residents can have an impact on their individual perceptions.Farmers will evaluate the health information they receive,consider the value and risk of the information,and decide whether to conduct information adoption behavior to form different health literacy.Based on field research,this article aims to understand the internal mechanism of the impact of farmers’ media use on health literacy,identify efficient information dissemination media,enrich research in relevant fields,and provide scientific theoretical basis for government health knowledge to the countryside and formulate health policies.The recommendations are as follows: 1.The dissemination of health information needs to fully respect the information needs of farmers,with farmers as the center;Give full play to the advantages of multi-channel communication and make good use of interpersonal and online communication methods;3.Change farmers’ health attitudes and behaviors;4.Improve the basic medical service system in rural areas. |
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