论新媒体时代健康传播的路径和说服效果——以人民日报官方微博为研究对象

An Analysis on Heath Communication's Route and Its Persuasiveness in New Media Age——A Case Study of“People's Daily”Offical Weibo

健康传播的目标是改变公众行为,包括终止旧的不健康的行为,认识新的健康行为以及强化已有的健康行为,并且采用新的观念以此改变自身行为。在健康传播的说服效果研究中,以个案人民日报官方微博为研究对象,从知、信、行的健康行为改变模式阐释受众与健康传播之间的说服过程与说服效果,以此得出新媒体健康传播的现实意义。

The aim of Health Communication is to change public behavior, including terminating the previous unhealth behavior, understanding the new health behavior, and intensifying the health behavior you have, moreover, adopting new concept and changing own behaviors. Thus , during the study of health communication’s persuasiveness , using offical Weibo of People’ Daily as an individual case , interpreting the process and effect of persuasion between the public and h a l th communication with the health behavior changing model “ uuderstand- trust- behave” , this paper raises the practical sig-nificance about Health Communication of new media.