New Media Communication Research of “Dingxiang Doctor”

Equipped with mass market, social convenience and huge communications, Wechat has been the major channel of information in the new era. WeChat official subscriptions, due to the strong platform, are indispensable for health distribution. How to maximize platform advantages for better health dissemination effect has become debated. Comprehending the communication strategy holds key to the health enterprises, and even to improve the health awareness of the whole society. The official subscription of "Dingxiang Doctor", an influential health knowledge medium, is selected for case study in the paper. Its 264 articles, published from July 1 to 31, 2019, are utilized as samples to analyze its communication effect and strategy. Communication effect mainly refers to the changes made by the audience in the four progressive stages of knowledge, emotion, attitude and behavior after receiving information. As the emerging media, WeChat official subscriptions know that the cognitive situation corresponds to the communication breadth, and the attitude and emotion transformation corresponds to the communication depth, with reads and likes as the specific evaluation indicator respectively. In terms of the communication breadth, the paper analyzes the strategy from the article position (headline and non-headline), title setting (expression and entertainment) and section setting (classification and subdivision), as well as the ranking of reads (total, highest and average reads). With regard to communication depth, it illustrates from multimedia usage (general picture and text, cartoons, audio and video), content science (the mark of scientific review) and topic selection and classification (health care, nutritious diet, disease prevention, etc.), as well as likes (total, highest and average likes). All of these are to bring forth suggestions to improve the health dissemination. Data analysis of the sample from "Dingxiang Doctor" conveys that, for communication breadth, the headline, and the enticing, emphatic and entertaining topic have higher reads. Additionally, compared to the interactive content, the promotion has higher reads, and the marketing highest. In terms of communication depth, the audio and video compared with the general picture and text have higher reads, and the cartoon has highest ones. Whether the articles are located in the front page or not, those marked with scientific review have higher likes. The topics closely related to readers' daily life also have a higher likes. The following strategies can be adopted to enhance health communication. Firstly, attention should be paid the headline role and the exquisite content, title and presentation. Secondly, the title should be eye-catching and engaging, and the plate classification should be concise and reasonable. Thirdly, the topic should be interconnected with life, content ought to be scientific and authoritative, and presentation is supposed to be rich and varied. These strategies allow the serious and boring science to be easily understood. In this way, they can help editors with scientific and entertaining articles for cultivating the proper health awareness of the audience.