Research On Communication And Strategy Of Health Popular Science Short Video

Health problems have always been a hot topic of concern.In the era of traditional media,there are some limitations in the timeliness and influence of information,and the dissemination of health science popularization is also limited by objective conditions.With the advent of the Internet era,the health science popularization has been innovated and transformed in the way of communication,and gradually opened up a new path of communication.In recent years,there are more and more popular science accounts in the Tik Tok,and popular science short videos are becoming more and more popular with the public because of their professionalism,proximity and interest.At the beginning of 2020,with the outbreak of the COVID-19 pandemic,health science popularization has once again attracted the attention of the public,and It has played an important role in the process of national scientific anti-epidemic.In this paper,through case study,questionnaire survey content analysis and interviews to in-depth study of health science short video dissemination and development strategies.this paper selects the "Clove Doctor" in the Tik Tok short video platform as a case study.Firstly,in the introduction of the first part,it introduces the research background and significance of the paper,and summarizes the development status of popular science short videos and health communication.The second part analyzes and summarizes the communication form of "Clove Doctor" from five aspects: the main profile,content elements,communication channels,audience characteristics and communication effect through multi-channel questionnaires and sample data collection.The third part mainly summarizes the advantages and existing problems of "Clove Doctor" short video in health science popularization.It is found that the communication effect is good in terms of language style,professional content and presentation form,while the original power,user interaction,theme setting and service value chain need to be improved.Based on this,the fourth part of this paper puts forward some suggestions on the communication of health science accounts in the short video platform,such as strengthening the professionalism of short video content,absorbing multi-type talents,optimizing the interaction mechanism,increasing the frequency of interaction with the audience,improving the feedback of the comment area,balancing the language style,planning the release content reasonably and extending the value chain.Starting from specific cases,this paper draws lessons from the relevant theoretical knowledge in the field of health communication at home and abroad,and provides some reference for the continuous improvement and development of health popular science short videos in the domestic self-Media platform,so as to promote its communication effect.In the risk society,we also need to constantly improve our health literacy,enhance self-health concept and behavior drive,in order to further promote the strategic construction of "healthy China".