微信公众号平台健康传播的作用力特征——以“生命时报”为例

Characteristics of the Force of WeChat Official Account Platform’s Health Communication——Take Life Times as an example

随着信息技术的发展,健康传播已从依托报刊、广播、电视为主的传统媒介,转型为主要借助互联网和手机等新型媒体进行信息的传播。公众号作为微信平台中最具有媒体属性的应用,在健康传播领域中的作用日益凸显。文章以健康类微信公众号的特征分析为切入点,构建微信公众号平台的健康传播作用力框架,探讨微信公众平台对于传播健康知识,提升社会整体健康水平的积极作用。本文旨在以公众号"生命时报"为例,从微信公众号健康传播的四大作用力的特征着手,探究移动互联时代微信公众号平台健康传播的作用机制。

With the development of information technology, health communication has changed from relying on traditional media such as newspapers, radio and television to mainly relying on new media such as Internet and mobile phone. The official account, as the most media attribute application in WeChat platform, is playing an increasingly prominent role in the field of health communication. Based on the analysis of the characteristics of WeChat official account, this paper constructs a framework of health communication force for WeChat official account platform, and explores the positive role of We Chat public platform in spreading health knowledge and improving the overall health level of the community. The official account of official account of life times is taken as an example to explore the mechanism of health communication of WeChat public platform in the mobile Internet era from the characteristics of the four major forces of health communication in the official account of WeChat.