Research On Content Presentation Of Douyin Account Of "West China Hospital,Sichuan University" From The Perspective Of Health Communication

"Healthy China" is a major strategy promoted by the Party and the state.Health communication,as an important support in this strategy,is of great significance in promoting health concept,improving health literacy and realizing the health of the whole people.At present,with its flexible spatial and temporal dimensions,intuitive and vivid scene advantages,rich and diversified information expression,the rise of short video provides a new stage for health communication and makes it more popular,vivid and explicit.West China Hospital of Sichuan University is a top medical institution in China,and Douyin is a high-profile emerging media platform.The paper selects Douyin account of "West China Hospital,Sichuan University" as the research case and uses the "knowledge,trust and action" theory and "5W" theory as the tools.By applying the content analysis method,literature research method and questionnaire method,the paper as well systematically analyzes the presentation content,presentation skills,presentation channels and presentation effects of its short health communication videos.It is expected to provide content presentation samples for the integration of public hospitals and head media to develop health communication,and provide useful reference for the operation of medical and health new media.It is found that in terms of presentation content,"West China Hospital,Sichuan University" Douyin short video about health communication mainly focuses on medical science,rumor-disrupting and question-answering,mental health,female health,parenting science and other areas of public concern.It integrates omniscient and internal perspective to enhance the persuasion and affability of the content.In terms of presentation skills,regional language,emotional rendering and straightforward expression are used to enhance the recognition degree.Meanwhile,narrative means of personalization,scenization and stylization are used to enhance the expressive force.Besides,the audio-visual experience is optimized through the cooperative expression of symbols and the precise matching of musical effects.In terms of presentation channels,thematic collection,media matrix and topic challenge are used to channel.Through questionnaire survey and analysis of existing data,it is found that the overall effect of its content is good.The research shows that,based on the dual advantages of the new media features of short videos and authoritative medical institutions,"West China Hospital,Sichuan University" of Douyin has a comparative advantage in the effectiveness of health communication.It not only expands the supply channels of health knowledge,but also provides the public with the dual satisfaction of spreading serious content and obtaining emotional experience.However,there are also problems in the presentation of its content,such as topic distribution,column setting,release time,interactive feedback and service channels.On this basis,the author puts forward some suggestions on the optimization of its content presentation: understanding the public needs to improve the distribution of theme types;planning collection scientifically to create high-quality column brand;optimizing the release mechanism to realize accurate information distribution;improving the quality of interaction to promote users’ secondary communication;improving the service system to provide multiple health services.