互联网数字时代健康相关内容传播框架研究

摘要

Through the study of main features of the health-related content communication, the paper aims to form the theoretical frame-work, to provide reference to the development of health communication industry, business operation and government regulation, and to further health communication theory.Learned from traditional communication theory, and combined with the laws of health development and industry de-velopment, we analyzed the new rules and phenomena of the internet digital transmission, and then formed logical analysis framework.It was found that the differences of the health communication content needs in different groups are dynamic and significant, and both the traditional media and the new media play the important role.Meanwhile, the digital platform is a trend, and the employees are the cores of health-related content communication system.The government should support and cultivate several network digital communications and platforms to form authoritative content distribution mechanism, strengthen the health-related content propagation and communications ideas and skills of the employees in the ways of education, training to excite them to play the role of interactive content communication, use market-based instruments to mobilize the en-thusiasm of stakeholders to develop the health-related content propagation and communications system.%本文通过研究健康相关内容传播主体的特征，形成理论框架，为健康传播产业发展、企业经营和政府管制提供参考，为健康传播理论研究提供借鉴。借鉴传统传播学理论，结合卫生计生事业及健康产业规律，分析互联网数字传播的新规律和新现象，形成了逻辑分析框架思路。不同群体健康内容传播需求差异明显，且具有动态演变的特征；传统媒体与新型媒介在内容传播中均发挥作用，数字化平台化是一种发展趋势；从业人员是整个传播体系的核心和关键环节。政府主管部门应支持、培育重点网络数字传播平台，形成权威内容发布机制；加强对从业人员的健康传播理念和技能的教育培养和考核激励，发挥从业人员交互式内容传播作用；运用市场手段，调动利益相关者参与健康内容传播体系建设。