Research On The Effect Of Health Communication Of New Media In China

General Secretary Xi Jinping pointed out in the report of the 19 th CPC National Congress:people’s health is an important symbol of national prosperity and national prosperity,and it is necessary to improve national health policies and provide omnidirectional and full-cycle health services for the people.Since then,"healthy China" has become an important development strategy of our country,and the health problem of the people has risen to a new height.As one of the important ways for Chinese netizens to obtain information,We Chat official account plays an important role in health knowledge popularization and health information dissemination.The paper mainly studies the communication effect of health We Chat official accounts and its influencing factors,in order to get the current situation of health official account communication,and provide reference for improving its content quality and communication effect,so as to improve the level of public health and achieve a healthy China.First of all,the study uses the method of content analysis to study the 415 posts from three We Chat official accounts —— Ding Xiang Yi Sheng,Sheng Ming Shi Bao and Shao Yi Fu Yi Yuan.Through the analysis of the communication content,the study explores the influence of title expression,health topic,article position and other content characteristics on spreading breadth(reading volume)and spreading depth(thumbs-up number).Secondly,the author uses questionaire for audience analysis.On the one hand,the paper investigates the audience’s preference and habit of reading health posts,and gets the audience’s satisfaction with the health Wechat official accounts through specific data.On the other hand,from the point of the audience,the paper examines the communication effect(on the level of ‘knowledge-attitude-practice’)of health Wechat posts,and explores the influence of the characteristics of the audience on the communication effect of health posts.The main conclusions of this study are as follows:Through the research on the content of communication,it is found that the topic and media forms of health We Chat posts show diversity but obvious centralization currently.The title expression and topic of health We Chat posts have a significant impact on its spreading breadth,Article position and credibility tag influence its spreading depth significantly.At the same time,title expression and credibility tag,article position and credibility tag have significant interactive effects on the spreading depth.Through the analysis of the audience through the questionnaire survey,it is found that first of all,the audience hold a positive attitude towards the current health We Chat posts,and the audience’s reading preference is consistent with the existing health We Chat posts in topic and multimedia form.Secondly,the health We Chat posts have a good effect on the audience’s‘knowledge-attitude-practice’,and the audience’s personal education level and the frequency of reading official accounts have the most significant influence on this level of communication effect.Finally,the communication effect is often affected by the interaction of multiple factors,and the independent influence of a single factor is less.