女性健康是健康传播的重要议题。伴随社交媒体的发展,健康类微信公众号逐渐成为健康信息传播的主要渠道。本文以健康类微信公众号“健康时报”“丁香医生”“脉脉养生”为例,综合微信公众号社会责任和健康传播效果两种评价指标体系,比较三者女性健康传播内容的信息生产与发布、健康信息与引导、公众阅读与互动方面的差异以及社会责任评价得分。研究发现,“健康时报”社会责任履行情况整体较好,公众阅读与互动仍需提升;“丁香医生”新媒体运营策略丰富,社会责任功能仍需改进;“脉脉养生”文章同质化严重、科学性较低,社会责任履行缺位。同时,本文也发现健康类微信公众号存在女性心理健康科普空缺、女性健康传播主体参差不齐、女性健康问题避重就轻的问题,并给出了增加心理健康传播内容、加强健康类微信公众号监管、注意议题选择多元化和平衡性的解决建议。
<<Women’s health is an important issue in health communication. With the development of social media such as WeChat,health WeChat official accounts have gradually become the main channel for dissemination of health information,and played an important role in promoting women’s health. This research took health WeChat official accounts “Health Times”,“Dingxiang Doctor” and “Maimai Health” as study samples,constructing categories based on two evaluation index systems of WeChat official accounts social responsibility and health communication effect. And found the differences in information production and release,health information and guidance,public reading and interaction,as well as social responsibility evaluation scores among the three accounts.. Also,this paper summarizes the problems of female health communication on health WeChat official accounts and gives corresponding solutions.
<<Keywords: | Health WeChat Official AccountFemale Health Communication“Health Times”“Dingxiang doctor”“Maimai health” |