An Empirical Study On The Personified Communication Effect Of Health Government Affair Account On Wechat

The global impact of the COVID-19 pandemic has dramatically increased the demand for health information.New government affairs media of health communication have played an increasingly important role.This kind of government affairs new media has temporary incomparable advantages over other social platforms in communication speed,audience,immediacy and interactivity.Among them,although the performance of some new government affairs media is not satisfactory,there are also some health affairs new media with outstanding performance,such as "Shenzhen Health Commission",which has a unique anthropomorphic way of communication to close the distance with the public and spread health information while receiving numerous praises.However,what is the effect of this way of communication and in what aspects can be achieved? This is the question that this study wants to pay attention to.From the perspective of anthropomorphism,this paper studies the interaction effect of health government affairs on wechat.The experimental method is taken as the main method,and whether the cover picture and expression style of the push are anthropomorphic or not is taken as two different levels of independent variables.With six elements including the effect of image construction,the effect of information transmission and the effect of interactive relationship as dependent variables(image vividness,image favorability,information recognition,information recognition,interaction intimacy and interaction trust,respectively),materials were designed independently.Under the condition of controlling variables as far as possible,this study was attempted.The experimental results show that the anthropomorphism of cover image and expression style have significant impacts on the image favorable degree,information recognition degree and interaction intimacy.The anthropomorphism of cover image has a positive effect on the interaction trust degree.Although the anthropomorphism of expression style has an insignificant effect on the interaction trust degree,it also reaches the marginal significance level.The conclusion of this study is that,for health government affair accounts on wechat,the use of anthropomorphic strategies in cover pictures and expression styles can produce positive effects in three aspects: image construction effect,information dissemination effect and interactive relationship effect.Based on this research conclusion,this paper puts forward several suggestions on the use of personification strategy for health government affair accounts on wechat.First,adhere to high-quality original content,not just the amount of reading;Second,make good use of anthropomorphic strategies to guard against "pan-entertainment";Third,"put people first" and "adapt to local conditions" to give play to unique advantages.