WeChat Public Accounts Communication And Online Expression

After the movie"Dying to Survive"was released,it triggered a heated discussion on social media,and also increased the public's concern and anxiety about the burden of critical illness expenses.The burden of critical illness expenses is a public health risk issue that the Chinese people are generally concerned about at present.Civic engagement can promote a reasonable solution to the problem.In this context,this study attempts to explore the factors that affect public online expression with the help of the Health Belief Model(HBM).This study first makes a framing analysis of the movie”Dying to Survive",paper media reports and related comments on WeChat public accounts,trying to compare the differences in the framing construction of different types of media on the issue of the burden of critical illness expenses,and defines the"policy-level countermeasures"frame as the"benefits perception of policy intervention"element in the health belief model,which is used as a follow-up questionnaire survey.The framing analysis found that the movie,print media and WeChat public accountrs all acknowledged the existence of the risk of the burden of critical illness expenses,and all mentioned the effectiveness of policy intervention.Both paper media reports and WeChat Public accounts articles suggest that the movie is unreasonable in attributing moral responsibility to pharmaceutical companies.Compared with the paper media,WeChat Public accounts attributed the problem more to medical innovation and circulation system problems,and paid more attention to individual coping strategies such as"purchasing commercial health insurance"Subsequently,based on the perspective of health belief model,this study conducted a cross-sectional survey of 590 WeChat users who have seen the movie"Dying to Survive".The survey found that on the issue of the burden of critical illness expenses,Chinese people's enthusiasm for online expression is generally low,and young and middle-aged men with lower education level are the most enthusiastic about online expression.The survey also found that the frequency with which individuals read comments on WeChat public accounts positively affects their online expression behavior.A higher sense of internet efficacy is an important prerequisite for individuals to express themselves on the internet.In the indirect influence of the contact frequency of WeChat public accounts articles on individual internet expression,risk perception,benefits perception and internet efficacy play a serial multiple mediating role.This study introduces internet efficacy into health belief model and extends the application scope of health belief model to health-related civic engagement field.It is also of certain reference value to media disseminators and policy makers.