公立医院短视频健康传播行为研究及优化策略——基于费尔克劳夫话语三维模型的分析  

Research and Optimization Strategies on Short Video Health Communication Behavior in Public Hospitals

作　　者：匡郁华 王珊珊 邵海亚[2] KUANG Yuhua;WANG Shan-shan;SHAO Hai-ya(Affiliated Stomatological Hospital of Nanjing Medical University,Nanjing 210029,China;Nanjing Medical University,Nanjing 211166,China)

机构地区：[1]南京医科大学附属口腔医院,南京市210029 [2]南京医科大学,南京市211166

出　　处：《现代医院管理》2024年第3期120-122,共3页Modern Hospital Management

基　　金：2021年江苏省研究生培养创新工程研究生科研与实践创新计划项目(KYCX21_1562)。

摘　　要：目的探讨短视频健康传播行为,提出优化策略,以提升公立医院健康传播效力和社会影响力。方法利用清博大数据抖音号传播力指数,筛选出2023年1—6月传播影响力最大的25家公立医院抖音号,选取每家点赞量最高的20条视频为研究样本,基于费尔克劳夫话语三维模型展开分析。结果公立医院短视频选题贴近受众,语言通俗易懂,善用合辑或标签,有统一的风格模式,能引导社会舆论和行为导向。结论公立医院短视频健康传播在文本上要创作主题IP,打造账号特色;在传播中要构建媒体矩阵,加速裂变传播;在舆情中要设置话题议程,培养意见领袖。Objective:To explore the behavior of short video health communication and propose optimization strategies to improve the effectiveness and social influence of health communication in public hospitals.Method:The CHingbo Big Data Tiktok communication power index was used to select the 25 public hospitals with the greatest communication influence from January to June 2023,and the 20 videos with the highest number of likes were selected as the research samples to conduct analysis based on Fairclough's three-dimensional discourse model.Result:The short video topics of public hospitals are close to the audience,and the language is easy to understand.The short video can make good use of compilation or labels,has a unified style pattern,and can guide social opinion and behavior.Conclusion:Short video health communication in public hospitals should create theme IP in text and create account characteristics.The media matrix should be constructed to accelerate fission propagation.In the public opinion,the topic agenda should be set and the opinion leaders be cultivated.

关 键 词：公立医院 费尔克劳夫话语三维模型 健康传播 短视频 优化策略 

分 类 号：R197.39[医药卫生—卫生事业管理]