| Since the beginning of January 2020,the new coronavirus epidemic has raged around the world.Under the background of the homes quarantine,short video platforms,as an emerging media,have played an important role in the dissemination of information and social interactions during the epidemic.However,in the context of public health events,what are the characteristics of the health information disseminated by short video platforms and whether the expected dissemination effect can be achieved is a topic worthy discussion.Through the research on the effect on the health information communication,we can not only strengthen the communication effect of health self-media during the period of public health events,but also can improve the service level of short video,and make the public healthier.In order to analyze the transmission content and effects of short head health videos from the media during the the lockdown of Wuhan,article uses both content analysis and questionnaire survey methods.In terms of content analysis: This article selects the head health self-media accounts of Tik Tok and Kwai APP platforms as the research object,and the main account operators in the new list are the health self-media accounts of hospitals,media,institutions,enterprises,and individuals.There are a total of 10 accounts.Take as an example,take the video content released by the account from January 23,2020 to April8,2020 as the research sample.Quantitative analysis was carried out on the basis of the classification and coding of the research samples to clarify the content characteristics,user perception characteristics,and visualization characteristics of the communication effect of the health short video self-media during the the lockdown of Wuhan.In terms of questionnaire survey research: This paper,based on the summary of relevant domestic and foreign research literature,combined with the health belief model and the information adoption model,determines that the influencing factors of the short video platform health self-media are health concern,information usefulness,perceived health threat,Perceived usefulness and risk of information adoption.Once again,based on the five influencing factors,relevant research hypotheses are proposed,and hypothesis testing is completed through the data collected by the questionnaire survey.The main conclusions of this study are as follows:(1)The content characteristics of short health videos during the the lockdown of Wuhan are as follows: the main body of the videos are medical staff and experts,the content and themes are closely related to epidemic prevention measures,the videos are mostly original videos of medium and short duration,and most videos are not obvious.Emotional orientation: From the perspective of user perception,the perceived severity of short videos is insufficiently expressed,and the benefits of perceived action are not emphasized in the video.However,with sufficient self-efficacy information content,the audience’s health promotion behavior is empowered.(2)The influencing factors of the health short video transmission effect during the the lockdown of Wuhan are: the degree of health attention,information usefulness,and perceived usefulness are the influencing factors of the health short video self-media transmission effect in public health incidents.Among them,the usefulness of information and the degree of perceived usefulness have a positive effect;while the degree of health concern has a negative correlation with the effect of communication.Perceived health threats,information adoption risks,and demographic information(gender,age,education level,occupation,medical background)in public health incidents have no significant impact on the dissemination of short health videos from the media.This study clarified the content characteristics,the current status of transmission and the influencing factors of the transmission effect of short health videos during the epidemic in Wuhan.Based on the conclusions of the research,from the perspectives of audience,platform,and communication subject,promote public health promotion behaviors in public health incidents,strengthen the content sense and gatekeeping capabilities of the platform,and improve the health of short video platforms in public health incidents.Meanwhile,corresponding enlightenment and suggestions in three aspects of communication effect. |
