Research On Health Communication Of Bilibili Website

With the development of society,the importance of health problems to the national economy and people’s livelihood has become increasingly apparent.The issue of health communication has also attracted a lot of attention from academia and industry.However,with the development of mobile Internet,there is still a relatively large space for development in the research and development of health communication.Based on the rapid development of mobile Internet and the health of China’s youth groups,this paper first conducts extensive search and sorting of relevant research on health communication,and on this basis,uses case analysis method and content analysis method,takes the health communication of Bilibili website as the research object,and takes the account CCTV News,Lilac Doctor,and Fruit Doctor on the website as representatives of traditional media,organizational self-media,and personal selfmedia.Observe and study the health content construction and narrative strategy adoption of three different types of communication subjects in the field of health communication on Bilibili website.After the research and analysis of the health communication field and three types of samples of the Bilibili website,the following research results are obtained:(1)The content construction and operation characteristics and user characteristics of the Bilibili website make it have advantages in the field of health communication that other platforms do not have:through the threshold system and content purification system,the legality and rationality of content generation and the diversity of user circles are guaranteed,and at the same time,the mature long video construction system of Bilibili website makes the construction of health communication content more in-depth;(2)According to its health communication tasks and purposes,the media of different nature of the Bilibili website have different focuses on their content,presentation and meaning construction: first of all,in terms of content and presentation,media of different nature have their own preferences in topic selection,content construction and presentation form.The traditional mainstream media represented by the central government chose to serve the safe and stable work in China’s health field,the organization self-media represented by Dr.Lilac favored popular science and debunking rumors,healthy living habits and other hot topics,and the individual self-media represented by fruit doctors focused on their own fields to select relevant health issues;In terms of content construction,the realization of explicit functions and implicit functions,the perception and understanding of content,and the construction of media context of media content of different nature have their own characteristics,and the content of each nature can realize the explicit function of content construction through the setting of the homepage,and realize the implantation of value concepts,that is,the realization of implicit functions;Through visual and auditory aspects,focus on training the audience’s perception of health content,and increase the audience’s understanding of health knowledge through content classification,shortening the distance between content and audience,and high-specific communication expression mode.Through involvement,emotional atmosphere creation and attitude transfer,the media context is created that varies according to the nature of the media.Secondly,in terms of presentation form,the production form,cover composition,title information composition,and video duration of various types of media also have their own emphasis.Finally,in the construction of meaning,the health communication of media of all natures has the characteristics of paying attention to the construction of subtext and metatext,symbol structure and reconstruction,and the construction of communication rituals.(3)In the narrative construction of health communication,media of different natures adopt different discourse frameworks,grammatical frameworks,perspective frameworks,and structural frameworks.Among them,the mainstream media represented by CCTV News focuses on the output of national consciousness in health communication,the organizational self-media represented by Dr.Lilac focuses on the output of crisis consciousness with health persuasion as the goal,and the individual self-media represented by Fruit Doctor focuses on the output of life consciousness in its own medical field.The use of hotspot symbols and national symbols,as well as the use of related rhetoric and narrative logic,are the main means for media to build grammatical frameworks.In the use of perspective framework,omniscient perspective narrative and external perspective and third-person perspective narrative mode are more often adopted in the narrative construction of mainstream media and organizational self-media,while internal perspective and first-person perspective are generally used more in individual selfmedia.In the construction of structural framework,"story-based" narrative structure,practical narrative structure and script structure are all involved in the healthy narrative of the three types of media.By analyzing and comparing the health content construction and narrative strategies of three types of media of different nature of Bilibili website,this paper observes the content construction bias and narrative difference of the three,sees the big from the small,and draws on the relevant theoretical knowledge in the field of health communication at home and abroad,so as to provide some references for the continuous improvement and development of health science short videos in the Bilibili website,so as to provide modest thoughts and suggestions for the development and improvement of health communication of Bilibili website health communication and even the platform in the mobile Internet era.