健康类微信公众号主体分析

Analysis on Health WeChat Official Accounts

通过分析健康类微信公众号的主体特征,发现微信健康传播的主体多元化,企业成为最具影响力的传播主体,而政府、医院、传统媒体等影响力较弱;另外还存在大量未经认证的公众号,其主体信息无从得知,且在微信平台的健康传播中具有较大的影响。提出应重视权威健康信息资源的分配和治理,并着力提高公众健康素养。

This paper analyzes the main characteristics of health We Chat official accounts,finding out that the diversity of the subjects of health communication on the We Chat and the enterprises have become the most influential subjects,while the government,hospital and traditional media are of less impact,furthermore,there are a large number of unlicensed official accounts,subjects information of which is difficult to know,and which affect the health communication on the We Chat platform tremendously. This paper points out that the distribution and management of authoritative health information resources should be much accounted of,and more efforts should be made to improve the public health literacy.