Analysis Of The Dissemination Of Organ Donation Issues And Audience Cognition Framework Of Zhihu

The number of voluntary organ donation registrations in China is increasing,but organ shortage still exists,and many patients cannot receive effective treatment.The development of social media provides an effective way to publicize and popularize information about organ donation.Zhihu is a social question-and-answer community with largest number of users in China.The professionalism of its users and content has expanded the effectiveness of health information dissemination to a certain extent.In the process of research,it can be found that the construction of issues in the discussion of organ donation,as opinion querying framework,system specification framework and cultural moral framework;the answer to the construction framework,experience sharing framework,sensual narrative framework,knowledge answer framework.The audience’s cognition is mainly the following six dimensions: the audience considers that the view is reflected in the user’s cognition and attitude,the discussion of system lack of key point,the cultural and moral discussion causes reflection and conflict,experience sharing content with low information utility,sensual narrative method is in powerless,professional knowledge is with high quality but lower persuasion.Based on the above two frameworks,the positive and negative impacts of the present situation of the dissemination of organ donation in Zhihu were preliminary analyzed.Finally,through research and analysis,it is concluded that there are several problems in the dissemination process of organ donation in Zhihu,such as the larger number of perceptual answers,lack of platform control mechanism and weak timeliness of discussion content.The connected macro environment in which the development of organ donation in China,it can be discussed deeply how media platforms can better advertise organ donation.