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.
public hospitalFairclough's three-dimensional discourse modelhealth communicationshort videooptimization strategy
NETL
NSTL
万方数据
