基于施拉姆大众传播模式的医学期刊健康传播路径的研究

Study on the path of health communication in medicine journals based on Schramm’s Mass communication model

医学期刊健康传播是一种社会性的信息传播活动,施拉姆大众传播模式能为在互联网和融媒体环境下的健康传播提供崭新的研究视角和学理支撑。本文以该模式为基础,结合融媒体环境下的大众传播属性特征,从前期信源的搜集到传播内容和渠道的选择,再到后期与受众的互动和反馈的整个流程以及健康传播的全局视角出发,提出医学期刊应发挥专业内容优势,以大众健康需求为定位,注重运用新媒体技术,借助社交媒体,建立受众反馈机制等,探讨优化医学期刊健康传播的策略。

Medical journal health communication is a kind of social information communication activity.Schramm’s mass communication model can provide a new research perspective and theoretical support for health communication in the Internet and media environment.Based on Schramm’s mass communication model and combined with the characteristics of public communication in the media environment,this paper discussed many relevant issues from the collection of information sources at the beginning to the selection of communication contents and channels,to the whole process of interaction and feedback with the audience and the overall perspective of health communication.This study also proposed that medical journals should give full play to the benefits of professional contents,take the public health needs as the orientation and pay attention to the use of new media,with the help of social media and the establishment of audience feedback mechanism in order to discuss the strategies for optimizing health communication of medical journals.