社交媒体情境下食养食疗传播思考  

Thoughts on the Communication of Food Health-preserving and Dietotherapy in the Context of Social Media

作　　者：刘海燕 辛宝 王前 LIU Haiyan;XIN Bao;WANG Qian(College of Humanities and Management,Shaanxi University of Chinese Medicine,Xi’an 712046,China;The Second Affiliated Hospital of Shaanxi University of Chinese Medicine;School of Foreign Languages,Shaanxi University of Chinese Medicine)

机构地区：[1]陕西中医药大学人文管理学院,陕西西安712046 [2]陕西中医药大学第二附属医院 [3]陕西中医药大学外语学院

出　　处：《西部中医药》2021年第9期85-88,共4页Western Journal of Traditional Chinese Medicine

基　　金：陕西提升公众科学素质研究计划项目(2020PSL010);陕西省重大理论与现实问题研究项目(2021ND009)。

摘　　要：基于“健康中国”背景下食养食疗被赋予的重要职责和使命,食养食疗成为社交媒体的高频话题,社交媒体为食养食疗知识普及提供了传播通路和传播情境,提出了食养食疗传播概念,用以描述其在社交媒体情境下的传播形态与传播规律,并基于“信源可信性”理论与“使用与满足”理论构建传播形态理论模型,归纳食养食疗传播的4种形态,即理想型传播形态、进取型传播形态、过渡型传播形态和自由型传播形态,同时针对各传播形态特征提出的坚持科学第一原则、坚持用户需求导向、参与传播环境治理等进行思考。Food health-preserving and dietotherapy has become the high-frequency topic of social media since it owns the important responsibilities and missions under the background of Healthy China,social media provides channels and contexts for the popularization of food health-preserving and dietotherapy.This article raises the concept of the communication of food health-preserving and dietotherapy to describe the form and law in the context of social media,Based on the theory of“source credibility”and“use and gratifications”,the article aims to construct theoretical model of communication form,concludes four forms of the communcation,namely,ideal communication,aggressive communication,transitional communication and free communication,simultane ously,the measures including scientificity first,user-driven orientation,participating in communication environ ment governance,are raised in light of the characteristics of various communication forms.

关 键 词：食养食疗 信息传播 社交媒体 健康中国 

分 类 号：R115[医药卫生—公共卫生与预防医学]