Research On Communication Strategy Of Health Popularization Short Video

In the era of new media,the research on the communication strategy of health science short videos is a topic worthy of attention.In the post-epidemic era,people pay more and more attention to and demand for health information.Meanwhile,the iterative upgrading of media technology and the traffic support plan of Douyin platform have tilted the resources of short health videos.Therefore,how to make health communication achieve better communication effect through new media platform is the focus of this paper.This paper takes doctors’ KOL accounts on Douyin platform as the research object.Firstly,through content analysis method,categories and coding are constructed for sample statistics.Secondly,combined with the analysis of the communication elements of health science short videos,the account,page content,presentation and production skills of doctor KOL health science short videos on Douyin platform are analyzed.Thirdly,combined with the research on the KOL health popularization videos of Douyin Doctor,the communication types and characteristics of short health popularization videos are summarized,and the research cases of Douyin doctor KOL health popularization short videos are listed based on the communication content of short health popularization videos and the in-depth interviews of both sides.In view of the problems such as health information barriers,insufficient visualization and weak interaction in the communication process of health science short video,the paper considers.Finally,on the basis of the previous studies,this paper combined with the content research of short health science popularization videos and the in-depth interviews of both sides,respectively put forward the optimization strategy of popularization,visualization,interaction,emotion and humanization of short health science popularization videos.Based on the use and satisfaction theory,it provides ideas for using short videos for health science popularization.So as to effectively improve the effect of health knowledge dissemination and promote the improvement of citizens’ health literacy.