Effect of new media health science popularization information and its influencing factors in medical colleges
Objective To analyze the communication effect and influencing factors of health science information published by new media in medical colleges,and to provide new perspectives and paths for conducting health science popu-larization in medical colleges.Methods Based on the health science information published by 10 medical colleges and uni-versities through WeChat public account,WeChat video account,Weibo and short video from January 1,2020 to December 31,2023,multi-factor logistic regression model was used to analyze the communication effect of health science information and its influencing factors.Results A total of 829 health science information were collected.The results of multivariate lo-gistic regression analysis showed that the comprehensive communication degree,communication recognition degree and com-munication participation degree of high-quality health science information published by WeChat video number were higher than those published by Weibo,and the OR values were 474.081(95％CI:112.392-1999.719),220.319(95％CI:29.045-1671.215)and 115.424(95％CI:86.044-542.146),respectively.Compared with the title words＞27,the title words≤ 10 had higher comprehensive recognition of high-quality health science information,with an OR value of 1.635(95％CI:0.698-3.829).With the theme of comprehensive popular science content as the reference,the comprehensive communication degree,communication recognition degree and communication participation degree of high-quality health pop-ular science information with the theme of drug knowledge content were higher,and the OR values were 60.056(95％CI:1.942-1856.936),8.586(95％CI:1.496-49.291)and 58.256(95％CI:1.864-1820.216),respective-ly.Conclusion Communication channels,content themes and title word counts are the main factors associated with the effect of health science popularization information dissemination in medical colleges and universities.In the future,medical colleges and universities should establish a multimedia matrix with WeChat public account and WeChat video account as the core for focus communication,and build dialogue and co-construction health science popularization according to the new con-cepts and needs of the audience.
Medical collegesHealth science popularizationCommunication effectInfluencing factors
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NSTL
万方数据
