Health Communication Study On We Chat Official Account

From "Sanlu milk" to "African swine fever",from "PM2.5" to "garbage classification",health related topics will always be hotly discussed by the public,and get extensive attention and reports from the media.Such phenomenon on the one hand exposes the problems existing in the current development stage of our society,on the other hand,it also reflects the public’s yearning for a better life and the demand for health knowledge.The effect of health communication reflects the level of medical development and the level of health literacy of a country to a certain extent.As the most representative platform of media in China,WeChat official account has contributed to promoting health communication and improving people’s health literacy.Taking the list of WeChat public numbers of health data as the reference,this paper selects 5 high-quality head accounts,including "the cloves doctor" and "BTV health care hall",and carries out content analysis from the dimensions of tweets,tweets,tweets,etc.based on the conclusion of the content analysis,the questionnaire survey is conducted on subscribers of the health WeChat official account,and the official account is also used for the users.Based on the results of the results,the paper summarizes the advantages,disadvantages and future directions of the health WeChat official account in the process of health communication.It can provide reference for other health media development,and also explore if we can better enhance the health literacy of the people,we should give full play to the mass media and people.The role of inter communication in health communication.The study found that the health WeChat official account has different preferences in the design of tweets,but they are all close to life and colloquial.The main body is comprehensive and focuses on user interaction;it has high originality and strong sense of authorization;it is mainly short,supplemented by in-depth long text;it is illustrated and illustrated,supplemented by audio and video;the main advantages of enterprise media are obvious.Therefore,the health WeChat official account has many characteristics such as interaction,timeliness,information presentation,close to life,and personalized customization gradually replacing the traditional linear transmission.However,in terms of user feedback,there are problems in the official account of health WeChat,such as the phenomenon of homogenization of content production,the credibility of marketing promotion,the influence of professional and influence,the lack of objective evaluation system and so on.It is necessary to improve the professional quality of content producers,build a firewall between health information and commercial advertisements,and optimize health.The content of WeChat official account is produced,and the content evaluation system of the third party is established.