摘要
2016年"健康中国"战略的提出,标志着当前国民生活方式以"疾病为中心"转向"以健康为中心",人民对"健康"话题愈发关注,对医疗健康类信息需求日益增大,但医疗领域信息因其高门槛特性,长久存在着"医患关系不对等"的问题。本文以互动仪式链为视角,以"丁香园"为例对医疗企业的健康传播模式进行个案研究,研究发现丁香园健康传播的核心在于:精准情境服务的提供、仪式般的群体认同以及完整医学生态的构建。
The introduction of the“Health China”strategy in 2016 marked a shift from a“disease-centered”to a“health-centered”lifestyle.The demand for medical and health information is increasing,but the problem of“unequal doctor-patient relationship”has existed for a long time due to the high threshold of medical information.The study finds that the core of health communication of DXY lies in the provision of precise contextual services,ritual-like group identity and the construction of a complete medical ecology.
作者
严佳馨
隗静秋
Yan Jiaxin;Kui Jingqiu(Communication University of Zhejiang,Hangzhou,310018,China;Postdoctoral research workstation of China Social Sciences Press,Beijing,100720,China)
出处
《科技通报》
2021年第12期117-121,共5页
Bulletin of Science and Technology
基金
浙江省哲学社会科学规划对策研究类课题(20NDYD029YB)
中国社会科学出版社科研工作站博士后成果
关键词
丁香园
健康传播
情境塑造
群体认同
生态建构
DXY
health communication
situation shaping
group identity
ecological construction
