Research On Global Health Film Festival Of Whose Health & Who Is Marketing

Themed on “health”,Global Health Film Festival is an intermediate platform and important media movement organized by the UK to promote healthy communication between academia and industry.It serves as an important part of the“health documentary film” that inspires change,especially in the fundamental purpose of “promoting global health and well-being”.In the 1970 s and 1980 s,healthcare in Western countries became the driving force of the market through various media,and then it was gradually incorporated into the operation of healthcare organizations through the integration of political order and media plans.Subsequently,“health”,which exuded Western capitalist positions and was packaged in various media,is marketed to the public as a “product” aimed at intervening,persuading and influencing health behaviors.As a result,all sorts of basic health “pseudo-marketing” movements based on films gradually rose,among which the “health documentary films” with unique Western capitalist ideological attributes have gradually exported their so-called“health views” to the world and penetrated into people’ s daily lives.Since then,Global Health Film in the UK has taken the lead and begun to put health-related themes and objectives in context.At the same time,with the social transformation of changes,it attempted to explore the different embodiment of film and “marketing health” as well as film and promoting health reform,to concretize the abstract story content by film language and to make the health view unique to the Western capitalist ideology in the world for the purpose of audience behavior intervention.Consequently,the research expectation of this graduation work and thesis-Ever Flowing Stream-is to focus on the theme(health),documentary,people’ s perspective,narrative,and other aspects of the graduation work,so as to distinguish from the West and more comprehensively and objectively show that the Chinese people are united under the leadership of the CPC to fight against the crisis of the epidemic.Under the context of COVID-19 has swept the globe,through the unique socialist health concept of “people first,life first” reflected by China’ s response to the epidemic,the health truth and health lies of the global health film festival held in the UK was exposed,with a view to further criticizing the Western ideological confrontation of “pseudo health” behind questions like “whose health?” and “who is marketing?”.Therefore,taking Global Health Film Festival as the research object,a textual research method was mainly adopted in this paper,representative texts from its birth to the present six years were thoroughly analyzed.Starting from the perspectives of “whose health?” and“who is marketing?”,it examined the national ideological discourse tendencies related to health reflected behind the current global health film festivals and responded to the permanent issue of “for whose health?” from a Chinese perspective and stance.This paper has been divided into four chapters: Chapter 1 gives an introduction to Global Health Film overview and analyzes from the perspectives of context evolution,source of funds,purpose and theme,mode and characteristics of Global Health Film.Owing to the relatively new research on this topic in China,Chapter 2 further explores the topic changes of Global Health Film with visualized tools,which is specifically elaborated from five perspectives,the number of releases and change trends,the national distribution network,the characteristics of frequently used words,the cooccurrence of theme words and emotional analysis.Chapter 3 draws a conclusion based on text mining of Global Health Film and mainly discusses the issue of the “expansion”of global health documentary films,the emergence of “key towns” and the “absence”,“aphasia” and “being neglected” of developing countries.Chapter 4 sublimates by combining the evolution logic of global health communication,compares the Western capitalist health concept represented by the UK and the US with that of Chinese characteristics,and makes further reflections and answers on the current health film festival “for whose health” and “who is marketing”.Combining the evolution logic of global Health communication,the creation of graduation works,and the health-related texts created in China,Chapter 4 sublimates the research conclusion,and finally strengthens and sticks to the Chinese position of human health concept,and then distinguishes the Western capitalist health concept represented by the UK and the US from the Socialism with Chinese characteristics health concept,answering and thinking about “for whose health?” and “who is marketing?”...