从修辞到叙事:当代健康传播的话语转型与健康中国传播策略

From Rhetoric to Narration:Modern Health Discourse Transformation and Communication Strategies of Healthy China

传统的健康信息多采用修辞化的表达手法,以形象生动地呈现有助于特定行为的原因和论据来实现说服目的。叙事则为健康信息传播提供了一个更为灵活的替代选项,通过个人证言式的故事讲述对受众进行说服,其理论解释模型正逐渐从个体叙事过渡到文化叙事。由修辞至叙事的健康传播范式转换中,健康信息的单一维度文本分析重要性日益下降,在更广阔的多维度语境空间中理解并建构健康信息话语已成为健康传播的新趋势。分析当代健康传播的话语转型和理论变革趋势,寻求健康信息传播手段助力健康中国战略的发展应对策略可从四个方面入手:加强健康促进的传播学参与,注重修辞传播的科学应用,推动叙事传播的文化转型,提高健康传播与体育领域的互动融合。

The traditional health information adopts rhetorical expression to vividly present the reasons and arguments that contribute to the specific behaviors to achieve the purpose of persuasion.Narration provides a more flexible alternative for health information dissemination.The audience is persuaded through personal testimony story telling,and its theoretical interpretation model gradually transforms from individual narration to cultural narration.In the paradigm shift from rhetoric to narration,the importance of single dimension text analysis of health information is decreasing day by day.Understanding and constructing health information discourse in a broader multi-dimensional context space has become a new trend of health communication.The paper analyses the trend of discourse transformation and theoretical change of communication and the development strategy of seeking health information communication.The paper proposes to strengthen the participation of health promotion communication,pay attention to the scientific application of rhetoric communication,promote the cultural transformation of narrative communication and improve the interaction between health communication and sports.