Research On New Media Tobacco Control Information Dissemination From The Perspective Of Health Communication

Tobacco is a major killer that endangers the health of citizens.The tobacco problem has also become one of the most serious public health problems in the world today.Tobacco control has become the general consensus of the international community.China signed the " Framework Convention on Tobacco Control " in 2003,but the effectiveness of tobacco control is not optimistic,tobacco control measures have not been deeply rooted in the hearts of the people,and the dissemination of tobacco control information is not ideal.In recent years,the issue of tobacco control has received extensive attention.The dissemination of tobacco control information by the media plays an important role in guiding public opinion and advocating healthy life.Based on the perspective of health communication,this study takes the tobacco control information dissemination of ’ Doctor Clove ’ We Chat public account as the research object,selects 148 tobacco control tweets from 2017 to 2022 as the research sample,and analyzes the content characteristics and communication effects of tobacco control information.This paper studies its content characteristics,communication strategies and text characteristics from five aspects : information theme,presentation form,information source,reporting attitude and persuasion strategy,and analyzes the communication effect of tobacco control information through questionnaire survey.On this basis,the problems existing in the dissemination of new media tobacco control are studied,and the improvement countermeasures are put forward,and the development trend of new media tobacco control information dissemination is prospected.Through the study,it is found that the total amount of tobacco control information dissemination on the We Chat public account of ’ Doctor Clove ’ is less.As a health science media,it focuses on the dissemination of information on the harm of tobacco to human body.It focuses on the use of a variety of appeal methods for communication.This communication feature has strong persuasiveness,but it poses challenges to the audience ’s information receiving ability.In the text construction of tobacco control information,’ Doctor Clove ’ has a relatively stable structure and popularized expression,which makes the tobacco control science more grounded and calls on the audience to take action to stay away from tobacco.Through a questionnaire survey on the users of the We Chat public account of ’ Doctor Clove ’,we learned that it has achieved certain results in the dissemination of tobacco control information,actively practiced the media responsibility to transmit tobacco control information to the audience,and promoted the audience to change positively in cognition,psychology and attitude and behavior.This study believes that new media should pay more attention to tobacco control issues,enrich source channels and presentation forms,further strengthen audience resonance,so as to change the cognition and attitude of tobacco,take tobacco control measures,so as to promote the effective dissemination of health information and improve the health literacy of the public.