The Research On The Communication Of Dr.Clove’s Health Micro-video

As the representative of the new media of health communication in China,Dr.Clove relies on the strong content resources and talent team of clove garden,and occupies the top of the new media in the field of health for a long time,which has certain influence and communication power.In 2017,Dr.Clove began to create micro-video for healthy transmission.From the point of view of communication characteristics,the contents,forms and narration of Dr.Clove’s health micro-video are different from those of other health micro-video,which are as follows: the content features are highly original and professional,the topic focuses on fitness,beauty and health preservation,and the content of disinformation subverts traditional cognition.In terms of formal features,captioning and material dynamic collage;lens language,the use of eyeglasses iconic movements to achieve a reversal of the field;audio-visual language for the main body of popular science venomous ridicule,said "earthy love words" to share health advice;clip," steady with skin " style features obvious.Narrative features,Dr.Clove health micro-video shaping personification IP the network popular doctor adopts the narrative angle of combination of internal and external perspective,directly cuts into the focus of the topic,reverses the end,and forms a narrative tone with both rationality,sensibility and fear.Dr.Clover health micro-video is mainly distributed in Tik Tok,We Chat,Weibo,bilibili and other platforms,forming "one-to-many" radiation transmission," strong relationship " interpersonal communication and " weak relationship " multi-center fission transmission mode,showing the communication path socialization,interactive ritual routine,communication pattern three-dimensional transmission characteristics.Dr.clove health micro-video is loved by users,users of practical video forwarding will,comments interactive participation,more positive comments.User level,Dr.Clove health micro-video to a certain extent promote users to enhance health awareness,promote healthy attitude change,practice health knowledge in life.But there are some negative communication effects: the "deep interaction" between the team and the user is insufficient,the interaction situation of each platform is obviously different,and some users question the credibility of the disinformation video.Dr.clove health micro-video still faces problems in health transmission: lack of demand mining leads to weak content pertinence,random selection of topics leads to lack of information system,argument methods lead to disinformation controversy,single shooting techniques lead to aesthetic fatigue," deep interaction " leads to weak user stickiness.Therefore,to improve the transmission effect of Dr.Clove’s health micro-video,we need to start from the aspects of deep excavation of user needs,integration of topic selection resources,optimization of video production methods,rigorous disinformation argumentation and cultivation of vertical fan community.