新媒体时代健康传播网络舆情应对策略分析

Analysis on coping strategies of network public opinion in new media era

随着新媒体技术的快速发展,健康传播领域进入时代。一方面,是由于健康传播研究在国内的发展与研究不成系统,另一方面是由于公众健康素养与健康需求之间不匹配,从而导致健康传播时常面临真理跑不过谣言的窘境。研究新媒体时代健康传播网络舆情应对策略,需要厘清健康传播概念,分析新媒体时代健康传播的特点,制订相应的网络舆情应对策略。健康传播的传播效果,体现在舆情。新媒体时代的传播特点影响着舆情。基于建立"关系"而存在的新媒体传播,传播内容主流是用户制作内容(UGC),传播模式复合多变,极大拓展了传播的外延。因此,在面对网络舆情时,策略制定应从传播特点出发,重视舆情收集,预防与控制并重;提高新媒体舆论引导能力;建立健全相关法律体系。

With the rapid development of new media technology, the field of health communication has entered a state of barbarism. On the one hand, the development and research of health communication research is not systematic in China. On the other hand, it is a mismatch between public health literacy and health needs, which leads to the fact that health communication is often facing the dilemma of rumor rather than truth. To study the coping strategies of health communication network public opinion in the new media era, it is well-founded to clarify the concept of health communication, then analyze the characteristics of health communication in the new media era, and finally formulate corresponding strategies for Internet public opinion. The spread effect of health communication is reflected in public opinion. The characteristics of the new media age influence the public opinion. Based on the new media communication that exists in the establishment of "relationship", the main stream of communication is user generated content (UGC). The mode of communication is complex and changeable, which greatly expands the extension of communication. Therefore, in the face of Internet public opinion, strategy formulation should start from the characteristics of communication, attach importance to collection of public opinion, pay equal attention to prevention and control, improve the ability of new media′s public opinion guidance, and establish and improve relevant legal system.