Research On The Influence Mechanism Of Health Information Dissemination Strategy Of New Government Media On Public Adoption

With the rising strategic position of "Healthy China" in China and the post epidemic stage of COVID-19,how to optimize health information dissemination strategies to promote public understanding and adoption of authoritative content is a hot topic of common concern for government decision-making departments and academia.Based on the perspective of meaning construction and constructive communication,this paper takes 31 provincial health care official government microblogs in China as the research object,and uses the fuzzy set qualitative comparative analysis method(fsQCA),Insight into the combined interaction effect and action path of the constructive communication characteristics(i.e.,cue-type factors,including solutions,future-orientation,empowerment of the people,interpretative reporting,collaborative creation,and inclusiveness and diversity)presented by health information and the environmental conditions of public decision-making(i.e.,frame-type factors,including the influence of government new media,residents’ health literacy,and public health resources)on public information adoption behavior.The study found that:(1)a single condition does not constitute a necessary condition for a high level of public health information adoption,but the proper use of the combination of constructive communication features plays a more stable and universal role in promoting public information adoption;(2)The characteristics of constructive communication and the environmental conditions of decision-making are multiple and concurrent,with the same goal in different ways,forming eight effective paths driving the construction of public health significance;(3)In the cross-path comparison,three types of government constructive communication adaptation modes are further identified and corresponding communication strategies are proposed.The empirical results have reference significance for improving the healthy communication ability of local government new media and promoting the balanced development of building a healthy China.