新媒体视域下我国健康传播体系现状及优化

Current Situation and Optimization of Chinese Health Communication System from the Perspective of New Media

运用文献分析法、词频分析法得出健康传播近十年的研究热点为新媒体、健康教育、健康素养、医患关系。新媒体对于健康传播有一定的促进作用,如扩大了传播的可及范围、提高了公众的接受程度等。同时,新媒体环境中的健康传播也存在信息质量难以保障、市场失序等问题。我国应通过提高新媒体环境下社会伦理失范与违法成本;加强政府监管,建立商业伦理规范;完善质量评估体系,进行风险评估前置;发挥新媒体优势,促进健康知识的精准传播与广泛传播等措施优化健康传播体系,以发挥其在健康促进、健康教育等方面的巨大作用。

This paper draws a conclusion that the research hotspots of health communication in the last years are new media,health education,health literacy and doctor-patient relationship by using literature analysis and word frequency analysis.New media expands communication scales and improves the acceptance to health communication.Meanwhile,health communication in the new media era also shows problems such as low information quality and market disorder.Our country should raise the cost of ethics anomie and illegal behavior under the new media environment;strengthen government supervision;establish business ethics;improve the quality evaluation system,and pre-evaluate the risks.The health communication system could be optimized by fully using the advantage of new media,promoting precise and wide communication of healthcare,so as to play its positive role in health promotion and health education.