健康类微信公众号传播效果的影响因素研究——基于账号和文章的综合考察
Factors Influencing the Communication Effect of Health WeChat Public Accounts——A Comprehensive Study Based on Accounts and Articles
刘宇 1徐嘉2
作者信息
- 1. 云南大学 新闻学院,云南 昆明 650500
- 2. 云南大学 历史与档案学院,云南 昆明 650091
- 折叠
摘要
微信公众号作为互联网重要的信息传播平台,成为健康传播工作者提升国民健康素养的重要工具.本文基于ELM模型,从账号和文章两个层面分析健康类微信公众号、健康科普文章传播效果的影响因素.研究发现,内容定位、账号主题和认证情况是账号层面影响健康传播效果的主要因素;内容主题、文章位置、信源可靠性以及账号传播力是文章层面影响健康传播效果的主要因素.建议健康类微信公众号精准内容定位,垂直化发展,根据用户需求定制内容输出,注重账号运营建设,以建立完善的健康传播新媒体生态系统.
Abstract
As an important information communication platform on the Internet,WeChat official accounts have become an im-portant tool for health communicators to improve national health literacy.Based on the ELM model,this paper uses regression a-nalysis to analyze and measure health official accounts and health articles on the WeChat platform at both account and article lev-els.It is found that content positioning,account theme,and authentication are the main factors affecting communication effect at the account level;content theme,article position,information source reliability,and account communication effect are the main factors affecting health communication effect at the article level.It is suggested that health WeChat official accounts should pin-point their account positioning,verticalize their content,output content according to users'needs,and focus on account operation construction to establish a perfect new media ecosystem for health communication.
关键词
健康传播/微信公众号/传播效果/新媒体Key words
health communication/WeChat official accounts/communication effect/new media引用本文复制引用
基金项目
国家社会科学基金一般项目(20BTQ019)
出版年
2024
NETL
NSTL
万方数据