社交媒体环境中的健康沟通对话途径和叙事分析:基于用户行为的经验研究 - - 中国的案例研究
1School of Journalism and Cultural Communication, Zhongnan University of Economics and Law, Wuhan, China.
Frontiers in public health
|September 22, 2025
概括
社交媒体对话和叙事策略显著影响健康行为. 在微博和微信等平台上引人入胜的内容和连贯的互动推动了信息共享和积极的行为变化.
科学领域:
- 数字健康传播数字健康传播
- 社交媒体分析 社交媒体分析
- 健康行为研究 研究健康行为研究
背景情况:
- 社交媒体已经将健康传播从专家驱动的内容转变为用户生成的内容.
- 社交媒体的开放性促进了健康错误信息的传播,影响了公共卫生.
- 在理解对话,叙事和背景对中国社交媒体环境中的健康行为相互作用方面存在差距.
研究的目的:
- 研究对话路径和叙事结构对健康行为的互动影响.
- 检查社交媒体健康沟通中的上下文异质性,包括平台和用户情绪.
- 解决了解用户驱动的健康信息传播和在中国社交媒体平台上的参与方面的差距.
主要方法:
- 采用多方法方法,从微博,微信,小红和杜收集了超过5万个数据点.
- 在300个用户案例中利用结构方程建模 (SEM) 来分析对话,叙事,参与和健康行为之间的关系.
- 进行确认因素分析 (CFA) 用于测量模型验证和多组分析以评估平台调节.
主要成果:
- 对话途径和叙事策略显著影响用户的健康信息行为.
- 对话的深度对信息共享产生了积极的影响,而叙事的一致性与反意图有关.
- 平台类型调节了这些关系,微博用户比微信用户表现出更多情感驱动的互动.
结论:
- 对话连贯性,情感叙事和用户参与度预测了社交媒体上与健康相关的行为意图.
- 用户参与介绍了叙事/对话特征和行为结果之间的联系.
- 卫生传播倡议应整合情感共的叙述和连贯的对话,以促进积极的行为改变.
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