Health Communication Problems And Optimization Strategies Of Health Preserving We Chat Official Accounts

Health preserving information is an important part of health communication.Also,health preserving We Chat official accounts have become important channels for health preserving information dissemination.However,there are many problems in the health communication of the health preserving We Chat official accounts.Meanwhile,the public’s attitude towards health preserving We Chat official accounts is different.Chinese health-preservation culture has a long history,but only by correctly and scientifically spreading it can we change public awareness and help promote health.The paper is a logical framework for finding problems,analyzing problems and solving problems.The introduction mainly introduces the background and significance of the study,the definition of relevant concepts,the literature review at home and abroad,and the innovation and deficiency of the research.The main body is divided into five parts,and the health communication problems and optimization strategies of health preserving We Chat official accounts are discussed.The first part starts with the classification of health preserving We Chat official accounts,according to the certification of We Chat public platform for health preserving We Chat official accounts,it is divided into four categories: government and institutions,media,enterprises and other business organizations or unauthorized.And then points out the necessity and communication characteristics of health communication in health preserving We Chat official accounts,combined with the needs of residents in China for health preserving information and the practice and effect of health preserving We Chat official accounts.The second part mainly expounds the current situation of health communication of health preserving We Chat official accounts in China through empirical research.First,through the content analysis method,the characteristics of the health preserving We Chat official accounts are summarized,such as the source of the content,main content,form of expression,reading volume and comment quantity.The present situation of health communication of the health preserving We Chat official accounts are summarized,and the deficiencies are found from the perspective of communicators.The health preserving We Chat official accounts were also investigated by questionnaire,and the reading condition,satisfaction and health communication demand of health preserving We Chat official accounts were found.The problems were found from the perspective of audiences.The effect of health communication on health preserving We Chat official accounts was discussed in combination with the results of content analysis and questionnaire survey.The third part mainly discusses the problems of health communication of health preserving We Chat official accounts.The existing problems mainly include two aspects.One is the problems brought about by the characteristics of We Chat public platform,such as the articles folding mechanism and the limitation of publishing times.Another is intentionally or unintentionally emerging in the health communication by Communicators of health preserving We Chat official accounts.For example,official account names are highly similar,identity is not clear,homogenization is serious,deliberately exaggerating the effect,frequent rumors,and lack of refutation.The fourth part analyzes the current situation and problems by the investigation.According to the theory of communication,through the theories of media bias,persuasion,agenda setting and audience selection mechanism,the author analyzes the reasons for the problems in health communication of health preserving We Chat official accounts from these aspects: media positioning of operators,the mastery of communication channels,the selection of communication content,the degree of user awareness,the importance of feedback information and platform supervision.The fifth part,based on the problems and rational analysis,explores the optimization strategy.Combining the needs of residents for health-preserving information,the propagation characteristics of We Chat official accounts,and the objective conditions of the media development level,and based on the theory of persuasion strategy,long tail theory and gatekeeper in communication.From the four aspects of profit means,content setting,manifestation and platform supervision,the strategies of improving the health communication effect of health preserving We Chat official accounts are discussed.The health preserving We Chat official accounts play an important role in the spread of health preserving information.Scientific and accurate information communication can help the public to build up health,effectively prevent and treat diseases,and the health preserving information with problems will damage the interests of users and reduce the credibility of the health preserving We Chat official accounts.The operators of health preserving We Chat official accounts must correctly understand the problems in their health communication,analyze the causes and actively correct them,so as to be accountable to the public and develop their own sustainably.