Research On The Communication Of Health Information For The Elderly On WeChat Official Account "New Elderly"

With the increasingly serious problem of an aging population in China(As the problem of aging population in China is getting worse),the health problems caused by aging are becoming increasingly prominent.We Chat official accounts,as a form of new media,carry out health communication and health education for the elderly audience.This can help the elderly grasp certain health information,change their health behaviors and have a healthier life.As a media for the elderly,the “New Elderly” has published many articles related to healthy lifestyle for the elderly.Therefore,this paper focuses on the We Chat official account“New Elderly”,including its content of communication on elderly health,its communication mode and its communication characteristics.This paper has selected 519 health articles published by "New Elderly" between January 1 and August 31,2021 as the research sample.This paper uses the method of content analysis to analyze the articles’ themes,forms of expression,content sources,content length,number of views,etc.It summarizes the official account’s content and form of communication and analyzes the health concept communicated by “New Elderly”.Based on the description of their characteristics,existing shortcomings are summarized,and optimization suggestions are put forward.The research found that “New Elderly” is based on the concept of “caring for the healthy lifestyle of the elderly people”.The content of communication is close to life and has certain guidance;The modes of communication are diversified and full of humanistic care;The communication skills mainly focus on "appealing to fear",providing high-quality health information services for elderly users.At the same time,"New Elderly" faces certain problems,including the needs of professionalism of the communication content to be strengthened and the lack of interaction with its audience.As a result,this paper argues that,to improve the level of health communication,new media like We Chat official account "New Elderly" should strengthen itself.It should change its concept of communication,carry out professional scientific education in the form of dialogues,guide the elderly audience to participate in health activities and understand the connotation of health,receive feedback from eldly people through interactions,and promote a virtuous cycle of health communication.