Analysis Of Factors Affecting The Dissemination Of Social Media Health Information

From the beginning of the interdisciplinary field of health communication in China,the doctor group was the main body of this field,until communication scholars began to participate in health communication research,China’s health communication field got rid of the situation of single discipline scholars dominating interdisciplinary disciplines.According to the interdisciplinary nature of "medicine-communication" in the field of health communication itself,it is ideal for a group of doctors with communication literacy to serve as the main body of communication,but what kind of doctors will have a greater role in promoting the utility of health information,how health information can exert its greatest utility in the specific communication process,and what factors affect health information in the process of communication,all kinds of hidden problems are hidden under people’s vision.According to the relevant research of previous scholars,the research on social media health information mainly focuses on the governance of rumors and the promotion of health communication,while some scholars focus on the health communication of individual special diseases,and the importance of improving the health information dissemination of the doctor group is obvious in the current chaotic field of health communication.Therefore,the factors affecting the dissemination of health information on social media platforms deserve in-depth study.Taking an influential Weibo medical and health blogger as an example,this paper comprehensively analyzes and summarizes the content of his blog post,conducts in-depth interviews with 19 relevant audiences,and then analyzes the in-depth interview data by using grounded theoretical research methods and Nvivo qualitative research software,and then constructs an influencing factor model affecting the dissemination of social media health information.According to the author’s research results,there are 12 core factors including the four dimensions of communicator,external environment,audience and information,and professional ability,external image,character personality,media literacy,unit rank,dynamic environment,content form,content quality,content theme,audience recognition,audience demand,and audience emotion.It is found that information factors as the content contained in health information itself have the greatest impact on the communication of health information,so three factors in the information dimension are the closest to the communication force.The communicator dimension and the external environment affect the communication power of health information by acting on the information dimension and the audience dimension,which is manifested as:the communication ability of the communicator is mainly reflected by the level of its employer and its own rank and the quality of its published content,while the unit level and content quality will affect the audience’s recognition of the communicator;The external image and character of the communicator will affect the form of the content he publishes,and the communicator with a lively and multifaceted media image will tend to spread health information with rich content;The media literacy of communicators is affected by the dynamic environment and acts on the content theme of health information,and the dynamic environment also acts on audience needs and emotions,and indirectly affects the dissemination of health information.