自媒体内容生态下老年人健康信息传播的演进逻辑与挑战应对

The Evolutionary Logic and Challenge Response of Health Information Dissemination for Older People Under the We-Media Content Ecology

健康信息传播是积极应对人口老龄化、促进健康老龄化的首要之举。自媒体跻身网络传播主流重构了内容生态。基于“知信行”模式的分析发现,老年人健康信息传播依循以下三重逻辑演进:一是话语多元奠定了健康知识普惠的逻辑起点;二是意见领袖涌现赋予健康信念转化以关键动力;三是劝服传播功能促进了健康行为的重塑。自媒体为老年人健康信息传播提供了若干机遇,老年群体中广泛存在的个体主动性和能动性缺失的问题、自媒体乱象丛生的生态环境,也由内而外地困扰着老年人健康信息传播。基于上述自媒体内容生态,老年人健康信息传播应从以下五个方面应对挑战:一是代际共建,以情感为纽带提升健康素养;二是体医携手,以人才为支撑共创助老服务综合体;三是网络治理,以参与为机制实现主客体协同运转;四是主流扶持,以建设性为范式输出优质内容;五是科技赋能,以智慧化为朝向深化适老化模式。

Health information dissemination is the first step to actively respond to population aging and promote healthy aging.We-media has become the mainstream of online communication and has reconstructed the content ecology.An analysis based on the model of“knowing,believing and acting”shows that health information dissemination for older adults follows the following logical evolution.First,the diversity of discourse lays the logical starting point for health knowledge universalization.Second,the emergence of opinion leaders provides a key driving force for the transformation of health belief.Third,the function of persuasive communication promotes the reshaping of healthy behavior.While we-media provides some opportunities for health information dissemination for older persons,the dissemination is also plagued by the widespread lack of initiative among the elderly and the chaotic ecological environment of we-media.In regard to the above problems,the dissemination needs to meet those challenges from the following five aspects.Firstly,intergenerational co-construction,to improve health literacy with emotion as the link.Secondly,physical education and medicine hand in hand,to create a service complex supported by“talents”,Thirdly,network governance,to achieve synergy between subjects and objects through participation.Fourthly,mainstream support,to produce high-quality content with a“constructive”paradigm.Fifthly,technology empowerment,to deepen the aging adaptation model towards“intelligence”.