融媒体视域下健康传播路径探析

The Paths of Health Communication in the Light of Converging Media

健康传播是指传递和分享健康信息的行为及过程。目前我国在健康传播方面存在的问题主要有传播者定位模糊,缺乏专业性和指导性;传播信息片面化,医药类广告盛行,损害传播环境;电视传播渠道单一,健康指导有失针对性。对此,融媒体时代的健康传播应引入“中央厨房”的概念化传播方式;严格把关,做好内容定位;用好融媒体“双刃剑”,严打虚假信息传播。

Health communication refers to the activities and processes of transmitting and sharing health information.At present,there are many problems in health communication in China,such as unclear positioning of communicators,lack of professionalism and guidance,one-sided information,prevalence of medicine shows,single-way communication and so on.In this regard,the concept of“central kitchen”should be introduced into the health communication in the era of converging media.control and the health information should be strictly tested to avoid the spread of false information by using the“double-edged sword”of converging media.