Research On Content Construction And Persuasion Strategy Of Tobacco Control Information On New Media Platform

Tobacco use has increased the economic burden of disease in China and caused serious harm to national health and living environment.Since the signing of the Framework Convention on tobacco control in 2003,China has made many efforts in tobacco control,but the effect of tobacco control has not achieved ideal results.At present,with the arrival of the new media era,the new media platform has become an important channel for the dissemination of tobacco control information and bears the important responsibility for the process of tobacco control in China.Looking at the research on new media tobacco control in China,it is found that most of them focus on the effect research at the audience level,but little is known about the essential content of tobacco control and the use of persuasion strategies in information.The research on the content of tobacco control information in the new media platform can put forward optimization suggestions on the communication of tobacco control in the new media platform from the information design.This paper takes Sina Weibo,the most representative new media platform,as the research object,and uses the content analysis method to study the content construction and persuasion strategies of Posts related to tobacco control in @People’s daily,@Health China,@Health Times,@China Smoking Control Association,@Tobacco Control Cluster Number from December 2013 to December 2021.In terms of content construction,it analyzes and explores the characteristics of the content construction of tobacco control information in the new media platform from six dimensions:information topics,value orientation,source categories,appeal methods,blog sources and forms of expression.The study found that the issues of tobacco control information in the new media platform were solidified,which tended to spread the harm of tobacco;The monotonous tone of communication leads to the unequal attitude of the two sides;There are differences in the value orientation of tobacco control information among different media,but the overall tone is mainly positive;Appeal style is good at combining new media means to arouse audience’s fear;The expression form of tobacco control information focuses on multi-modal expression and collaborative ideograph;Strong productivity of original content;The information source is authoritative,mainly official,but lacks "opinion leaders".In terms of persuasion strategies,three health behavior theories,namely,health belief model,rational / planned behavior theory and social cognitive theory,were used to investigate the current situation of persuasion strategies of tobacco control information in new media platforms.It is found that they tend to use cognitive strategies and focus on the performance of perceived risk information;In the aspect of behavior change strategy,it mainly provides social practice support to help quit smoking.In the aspect of emotional strategy,it is good at inducing fear.In the aspect of knowledge strategy,it focuses on tobacco knowledge popularization in the form of data.At present,there are still many deficiencies in the design of new media platform tobacco control information.Based on this,this paper also puts forward optimization suggestions from two aspects: content construction and persuasion strategy,including paying attention to the layered communication of the audience,building multiple topics,lowering the communication attitude,etc.,reasonably practicing the scientific guidance of the health behavior theory,paying attention to the persuasion strategy at the level of audience behavior change,grasping the "degree" of fear appeal,and reasonably planning the information combination communication.