Mechanism Research Of Health Communication In Western Rural Areas Under The Background Of New Media

This study used field investigations to enter Baiyun Village,Chongqing City,adopting methods with household-based questionnaires and a one-on-one interview with 11 villagers,to sort out the status of the village of dissemination of health.This study compares the spread of health information in the region during the two stages of the traditional media era and the new media era to understand what changes occurred for villagers to access healthy information in the two eras,and how this change affects the satisfaction of villagers’ health information needs.Research found that in the context of new media,health communication in rural areas in the west has the following features: First,the health information needs of the same family members are consistent,and they are mainly passively accepted;second,social networking of acquaintances plays an important role in health communication;It is the role of new media for social media.At the same time,the main problems in this process of dissemination are as follows: First,there are misunderstandings in the health knowledge of villagers;Second,the villagers’ exposure to new media is weak;Third,the dissemination of information in health education focuses on one-way communication;Fourth,the village committee is The lack of health information dissemination;Fifth,the lack of effective guidance for the villagers to identify the authenticity of health information.This study uses the theory of uses and gratifications approach,knowledge gap and digital divide to analyze the existence of the above problems.In addition,the present study comprehensively considers the current reality,and proposes several problems in order to solve the problems and difficulties faced by current health information in the dissemination of western rural areas represented by Baiyun Village as a microcosm,and proposes several strategies to optimize the dissemination of health information in the region.