健康传播视域下面部毛细血管扩张症议题呈现——以微信公众号为例

Presentation on the Topic of Facial Telangiectasia from the Perspective of Health Communication—Taking WeChat Public Account as an Example

新媒体社会中健康传播的渠道逐渐拓宽,微信公众号等网络平台开始扮演重要角色,互联网成为面部毛细血管扩张症患者获取信息的主要途径。本文以框架理论为基石,从高、中、低三个层次出发,对微信公众号内面部毛细血管扩张议题文章进行实证分析,总结出该议题在各个层次的呈现情况,发现该议题在高层次框架中存在健康媒体呈现不足、内容同质化明显的问题,在中层次框架中存在消息来源交代不清、版权意识略薄弱的问题,在低层次框架中有着图片质量欠佳、音视频存在感弱的问题,由此提出推进传播主体多元化发展、规范自媒体健康传播秩序和推动健康信息内容可视化的建议措施,以期优化该症的健康传播现状。

In the new media society, the channels for health communication are gradually broadened, and online platforms such as WeChat official account have begun to play an important role. The Internet has become the main way for patients with facial telangiectasia to obtain information. Based on the framework theory, this paper conducts an empirical analysis of the articles on the topic of facial telangiectasia in the WeChat public account from three levels: high, medium and low, summarizes the presentation of this topic at various levels, and finds that the issue is at a high level. In the framework, there are problems of insufficient presentation of health media and obvious content homogeneity. In the middle-level framework, there are dilemmas of unclear sources of information and weak copyright awareness. In the low-level framework, there are disadvantages of poor picture quality and weak presence of audio and video. Therefore, suggestions are put forward to promote the diversified development of communication subjects, standardize the order of self-media health communication, and promote the visualization of health information content, in order to optimize the current situation of health communication of the disease.