健康传播中的微博情绪与互动传播关系分析  

An Analysis of the Relationship between Microblog Emotion and Interactive Communication in Health Communication

作　　者：陈丽娟[1] 韦令辰 Chen Lijuan;Wei Lingchen

机构地区：[1]中南民族大学文学与新闻传播学院,湖北武汉430074

出　　处：《传媒观察》2021年第3期53-60,共8页Media Observer

基　　金：教育部人文社会科学项目“我国公民器官捐献的媒介动员框架及效果提升研究”(20YJC860002)阶段性成果。

摘　　要：关于微博情绪与信息传播的话题一直备受关注。本文旨在厘清健康传播中微博情绪与互动传播的关系,拟为社交平台上的健康传播提供策略建议。本文选择微博平台上健康医疗大V知名健康博主"六层楼先生"的原创微博为研究样本,通过随机抽样,运用内容分析法,对抽取的样本进行基本信息、微博信息、情绪倾向、互动情况4个维度的统计分析。研究发现:微博中的情绪强度越强,互动传播效果越好;微博信息维度中,发布形式、内容类别、内容形式是影响微博互动效果的重要因素;微博情绪对具体健康知识类的微博内容传播促进作用明显。Microblog emotion and information dissemination have always been a hot topic.This paper aims to clarify the relationship between microblog emotion and interactive communication in health communication,and to provide strategic suggestions for health communication on social platforms.In this paper,the original microblog of "Mr.Six Floors",a well-known health blogger on the microblog platform,was selected as the research sample.Through random sampling and using content analysis method,the samples were analyzed from four angles,including basic information,microblog information,emotional tendency and interaction.The results show that the stronger the emotional intensity in microblog,the better the effect of interactive communication.In the dimension of microblog information,publishing form,content category and content form are the important factors that affect the interaction effect of microblog.Microblog emotion has an obvious promoting effect on the dissemination of specific health knowledge.

关 键 词：健康传播 微博情绪 互动传播 

分 类 号：G206[文化科学—传播学]