The Research On The Health Communication Of CDC’s Micro-blogging

Franklin once said:" To keep healthy is our own obligations, even alsoobligations to society." Today, people in the world pay more attention to health issues.As the new media appearing on the historical stage, health communication now is fullof vitality. Combined with micro-blog, which has become more and more popular inrecent years, health communication gets a better development. In fact, the jointbetween health communication and micro-blog does bring us a win-win situation.They are mutually reinforcing. With a dominant advantage of disease controlresources, the centers for disease control and prevention(CDC) has deservedlybecome the backbone of health communication in the field of micro-blog. This studyexplores the current situation of micro-blog for disease control in the process ofhealth communication, analysis the important factors that influence thecommunication effect, and summarize the optimization strategy of the healthcommunication of CDC’s micro-blog, which has important and practical significance.The health communication of CDC’s micro-blog mainly presents thecharacteristics of "full of grass-roots, lack of leaders", also the level of healthcommunication and the general level of regional development are basically the same.According to the empirical researches on the health communication of CDC’smicro-blog, the author find that the information for disease control and preventionplays a key role during the communication. Highlight is the focus on monitoring ofhealth crisis, basic point is based on the condition of disease control work, and thedifficulty is whether personal micro-blogs are professional enough. The studyconstructs a set of analysis framework of communication skills, in order to quantifythe using condition of CDC’s microblogging communication skills in daily workand health crisis. Taking H7N9avian influenza and dengue in Guangdong asexamples, the study found that CDC microblogging’s has formed language skillsthat were diversified, colloquial, and based on original type, publishing type andparticipatory type. According to their own ideas on agenda setting, eventuallyCDC’s micro-blog achieved the function of public service. In the guidance of publicopinion, CDC’s twitter, government micro-blog and media microblogging have established good interactive network. In order to fully examine the actualeffectiveness of the CDC’s micro-blog in health communication, the authorconstructed a quantitative assessing indicators and framework for the results of healthcommunication, and then analyze the content, skills and effect of communication.The study found that none of the communication content or skills can producepositive correlation effect on the active degree, communication ability and influenceat the same time, so we need to gain integrated ability to use content and skills.Based on the earlier empirical research data, the research has found out thebottleneck of CDC’s micro-blog development in health communication:1.the mainbody of communication of CDC’s micro-blog has its absence and unbalanceddevelopment issues;2.there are some defects in the content of health communication,such as confusion, insufficiency and similarity;3.some communication skillswith beneficial effect failed to give full play to their advantages;4. The effectevaluation of health communication exists obstacles, and lack of unified evaluationcriteria. The data are not open and transparent enough, so bring many difficulties indata collection. This study, aiming at these deficiencies, puts forward some ideas toconstruct the CDC’s micro-blog health communication system in order to highlightthe role of micro-blog for disease control and prevention. Health communication mustalso share resources, improve the quality of communication;emphasis the key content,and expand the range of topics; CDC staff need to improve their professionalism andput up some rational agenda setting as well as practical optimized strategies.