| On May 31,2022,nine departments,including the National Health Commission,the Publicity Department of the CPC Central Committee,the Cyberspace Administration of the CPC Central Committee and the Office of the Healthy China Action Committee,jointly issued the Guiding Opinions on Establishing and Improving the Mechanism for releasing and disseminating All-media Health popular science Knowledge,requiring the establishment and improvement of the mechanism for releasing and disseminating all-media health popular science knowledge.We will increase the supply of high-quality health science knowledge to the whole society,and promote the high-quality development of health science popularization services.At present,official and non-governmental workers and organizations engaged in medical and health education in China have begun to build a number of new media platforms for the dissemination of health knowledge.However,But at present,there are many problems in the implementation of health education,such as the insufficient ability of professional and technical personnel,incomplete work system and so on.With the development of media technology,the integration of multi-disciplines in recent years has brought many new ideas,new methods,new technologies and new models to health education work.Especially,with the continuous innovation and development of new media health communication,replicable and generalizable working models have emerged all over the country,and some new theories based on practice have also been produced.These excellent work results urgently need to be summarized and promoted.The official account of "Shenzhen Health Commission",as a government agency media,has a pattern,response and effectiveness in the release of the epidemic,reshaping the positioning of government affairs publicity and creating a "Shenzhen model" of health communication and government affairs publicity.Its ideas and concepts can be useful reference for any government departments.Therefore,taking the health communication of the new media platform of "Shenzhen Health Commission" as the research object,this paper divides it into four chapters.The first chapter focuses on the concept of health communication,the development process,and the characteristics and development trend of the current new media health communication.In Chapter two,based on the classified statistics of health communication content on different new media platforms of "Shenzhen Health Commission",the content distribution characteristics of different media platforms are summarized and analyzed,and the communication effect is analyzed through the backstepping data of reading,forwarding,comment and interaction of the content released on different media platforms.The third chapter expounds the communication characteristics of "Shenzhen Health Commission" from five aspects: communication subject,audience positioning,communication channel,communication content and discourse mode.The content production strategy of public account,Tik Tok account and bilibili is analyzed by using the relevant theories of communication.The fourth chapter puts forward the problems existing in the current new media health communication from the three aspects of health communication content production,platform supervision and audience media literacy.At the same time,it summarizes the enlightenment gained from the health communication of the new media platform of "Shenzhen Health Commission",and puts forward some suggestions for the good development of health communication,hoping to provide theoretical basis for future research. |
