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健康是公民社会生活的重要议题。本文对健康传播的概念进行了回顾,提出媒介平台医疗健康“服务化传播”转型的观点,对我国媒介医疗健康“服务化传播”研究的社会、技术及媒介背景进行简单梳理。将媒介应用于医疗健康服务的探索历程分为,以电视健康栏目为代表的基础层,以专业健康网站和社交媒体为代表的进阶层,基于互联网平台创新医疗流程的智能层。通过对三者的比较分析,指出大众健康栏目传播效果的不足以及新媒体平台在专业医疗资源对接方面的欠缺,并肯定互联网(媒介)在医疗健康信息及服务领域的优势。最终得出结论,电视媒介平台需借助互联网思维、发挥自身资源协同的功能,从单一的健康信息流通渠道向复合型“服务化传播”转型。
Health is an important issue in the life of civil society. This paper reviews the concept of health communication, puts forward the viewpoint of medical platform health service “service communication ” transformation, and simply reviews the social, technological and media backgrounds of media health research. The exploration process of applying media to medical and health services is divided into the basic layer represented by the TV health column, the advanced layer represented by professional health websites and social media, and the intelligent layer based on the Internet platform to innovate medical procedures. Through the comparative analysis of the three, we point out the insufficiency of public health section communication effect and the shortage of new media platform in the docking of professional medical resources, and affirm the advantage of Internet (media) in medical health information and service field. Finally, the conclusion is drawn that the TV media platform needs the help of Internet thinking and its own resource coordination function to transform from a single health information distribution channel to a complex “service communication”.