从权健事件看新媒体健康传播中的道德失范问题

Analysis of the Moral Misconduct about The New Media Health Communication from the Quanjian Case

新媒体为健康传播带来效能革命的同时,也被发现存在诸多问题。传播主体泛化对于健康信息专业性、科学性的削减;商业逐利对健康传播公益本性的侵蚀;隐私泄露给受众健康权益带来的损害;低效能传播对新媒体健康传播公信力的危害以及监管审查漏洞下的禁而不绝等问题都值得关注并认真对待。本文以权健事件为切入点,对新媒体健康传播中存在的这些道德失范问题的表现及危害进行梳理,为进一步探索相应的治理策略提供理论基础。

While new media brings efficiency revolution to health communication,it is also found that there are many problems.The reduction of the professional and scientific nature of health information by the generalization of communication subjects,the erosion of the public nature of health communication by commercial profit seeking,the damage of privacy disclosure to the health rights and interests of the audience,the harm of inefficient communication to the credibility of new media health communication,and the continuous prohibition under the loopholes of regulatory review are all worthy of attention and serious treatment.In this paper,Quanjian events as a starting point,the performance and harm of these moral anomie problems in the new media health communication are combed to provide a theoretical basis for further exploration of the corresponding governance strategies.