Dingxiang Doctor: Exploration of Health Communication on the Commercial Content Platform

Abstract

In the report of the 19th National Congress of the Communist Party of China (CPC), in the part of "improving the people's livelihood and strengthening and innovating social governance", it was clearly stated that "implementing the healthy China strategy". With the emergence of COVID-19 in 2020, the health problem has once again aroused heated discussion among the whole society. How to do a good job in health communication has become a difficult problem for the media. COVID-19 has brought more new health media platforms into the vision of Internet users, and this kind of health communication media has become an emerging channel for users to obtain health information and seek medical advice. This paper taking Dingxiang Doctor as a specific case, analyzes the communication factors and commercial factors that lead to the success of a commercialized new media platform for health knowledge. At the same time, combined with the example of Dingxiang Doctor being banned due to its content, it analyzes the development difficulties of health communication in the context of the COVID-19 epidemic, and puts forward suggestions for improvement according to the current situation.