Research On Chaos And Governance Path Of Drug Advertising On Internet Platform From The Perspective Of Health Communication

In recent years,illegal drug advertising has caused serious negative impact,many consumers are poisoned by illegal drug advertising in the process of seeking medical treatment,light economic loss,serious threat to life and health,but also seriously threatened the vital interests and life safety of the majority of patients,has become a social hazard.Therefore,China’s illegal drug advertising chaos governance problem is imminent.This paper mainly uses the basic theories of health communication,such as knowledge,faith and action model,health belief model,extended parallel process model and other theoretical models to analyze the process of drug advertisement communication in the Internet platform,and analyze consumers’ cognition,attitude and behavior of drug advertisement.This study intends to adopt literature analysis method,case analysis method,text analysis method,experimental method and other research methods.During the research process,samples of illegal drug advertisements are selected and analyzed.This paper mainly divided into five parts,the first is the introduction part,the main content of this part of the background,realistic and theoretical significance of this study,through access to domestic and foreign literature and data,and analyze the existing research results and summary,combed the literature at home and abroad were reviewed,after clear health communication,pharmaceutical advertising research progress,The research ideas and theoretical basis are explained in detail.In this study,the communication process of drug advertising was analyzed from the perspective of health communication,the problems of drug advertising on the Internet platform were analyzed by using the knowledge,trust and action model,and the difficulties in governance were summarized from the aspects of legal regulation,platform management,advertising text and delivery,and audience literacy.This paper proposes that drug advertising on Internet platforms in China needs multi-party governance,and puts forward suggestions on drug advertising governance on Internet platforms in China after learning from the experience of drug advertising governance in developed countries.Based on the illegal disorder and problems of drug advertising on Internet platforms,this paper analyzes the difficulties in drug advertising governance in China from the aspects of legal regulation,platform management,text and delivery,and audience literacy.While consulting a large number of laws and administrative regulations,it also draws lessons from the Internet drug advertising regulatory governance strategies of developed countries,and finally proposes suggestions and strategies for multi-party co-governance from the level of regulatory subjects,regulatory means,medical co-governance and consumer level.