Research On Health Communication Among TOP Doctor Bloggers On Sina Weibo(2015-2018)

In the new media era,while the convenience of information release promotes the development of healthy communication,it also causes uneven quality of medical information.How to disseminate fair and objective health information with medical science level and guide the public to interpret correctly is a problem that needs to be solved in the field of health communication.The rapid spread of the Corona Virus Disease 2019 worldwide and the significant losses,it caused have highlighted the important role of health transmission in the field of public health.The purpose of this paper is to analyze and interpret the main characteristics of TOP doctor bloggers as communicators,explore the textual form and characteristics of the content of the dissemination,and evaluate the TOP doctor bloggers’ communication index.Based on the textual form and content,the TOP doctor bloggers with a higher communication index are found the main text feature.The study found that due to the uneven distribution of medical resources in China,and TOP doctor bloggers with higher impact value mostly gather in the first-line areas,especially in Shanghai,and this group is dominated by the elite.The use of the text form is slightly different due to the influence of personal habits,and the overall form is the combination of graphics and text.In terms of content themes,personal daily and medical science content is prominent,in line with the doctor’s blogger’s positioning of doctors,and the appeal of fear is an important factor that drives the audience’s attention to health.Further evaluation of the communication index,text content analysis of higher TOP doctor bloggers by the rank,it will find that high-quality original content and story language are their commonalities.On the whole,doctor bloggers play an important role in health communication in China.In the process of health communication,the communication strategy of TOP doctor bloggers has still improved.Maintaining high-quality blog posts,systematically creating and publishing popular science content,complying with user conventions of the Weibo community and ethical norms of healthy communication,and improving communication strategies such as improving speech expression are effective measures for doctor bloggers to improve the communication effect.With the continuous improvement of China’s health promotion policies,health communication has gradually become an important part of China’s national governance system.Expanding the voice of doctor bloggers as professionals in health communication is helps to improving the quality of health communication information,promoting doctor-patient communication,improving the medical environment,and promoting the development of the overall health of our people.Especially in the emergent crisis public events,the medical literacy of the doctor group will come into play to guide the public to implement scientific and effective health behaviors.