Research On The Content Of Health Communication Of Rare Diseases In The Network Context

With the development of health communication research,in line with the goal of promoting personal health,improving the quality of life,and building a "healthy China",the topics of health communication have become richer.Rare diseases are a special issue in the field of medical health.About 400 million people worldwide are affected by rare diseases.About 20 million people in China suffer from rare diseases.The situation of science popularization and prevention in China is severe.The reasons are as follows:firstly,influenced by the stereotype of low incidence of rare diseases,the public is not aware of the large patient population of rare diseases in China and even the world,and lacks the motivation of active understanding and publicity of passive awareness.In addition,due to the lack of correct and comprehensive understanding of rare diseases by patients and medical staff,the best treatment period is often missed due to neglect and misdiagnosis.In this case,it is urgent to strengthen the public’s attention to the health transmission of rare diseases,and to strengthen the popularization and prevention of rare diseases.The rapid development and popularization of Internet technology has broadened the content platform for healthy communication and reshaped the development model of healthy communication.This article takes dermatomyositis,a rare disease with a low incidence,as an example.Using literature analysis,content analysis,and participation observation methods,combining frame theory and social ecological models,the WeChat public account of the topic of dermatomyositis on WeChat platform The research on the content of these six years from 2014 to 2019 studies the problems and causes of healthy communication in the network context,and proposes corresponding optimization strategies based on this.The research results show that:in terms of transmission subjects,dermatomyositis issues articles of different transmission subjects have significant differences in the three levels of high,medium and low;in different years,as time goes by,dermatomyositis issues The healthy communication of the WeChat public account has gone through three stages:the marginalized stage,the continuous output stage,and the humane care stage.In terms of communication effects,the number of readings by public subjects and health media is significantly higher than that of commercial subjects.Reprints and originals The number of articles read was significantly higher than that of ordinary articles.The number of articles read by sources from research institutions and treatment institutions was significantly higher than the number of articles without clear sources.Public subjects,public welfare subjects,academic subjects,social individuals,health The number of articles viewed by media is higher than that of commercial subjects,and the number of articles reproduced is higher than that of ordinary articles.The difference between original articles and ordinary articles is not significant.There are three major problems in the healthy dissemination of dermatomyositis issues in the network context:high-level structure,serious content homogeneity,and insufficient government media presentation;medium-level structure,imbalanced frame forms,and unclear information sources;low-level structures,Information understanding is impaired,and audio and video presence is not strong.Investigating the reasons,domestic attention to rare diseases started late at the macro level,and single-disease issues are scarce;online platforms at the meso level are not well managed,and high-quality information promotion is weak;professional barriers to medical information at the micro level are high,and audience awareness gaps are widening.Aiming at the analysis of the above problems and the exploration of the reasons,this article proposes corresponding strategies for the healthy transmission of rare diseases in the context of the Internet from the macro,meso,and micro levels of the social ecological model.