Analysis of the Communication Effectiveness and Influencing Factors on Health Science Articles in the WeChat Offi-cial Account of A District and County Disease Control in Public Health Emergencies
Ren Hui
Yu Siyu
Zhang Hong
Xu Hua
Xiao Shaotan
Abstract：OBJECTIVE To provide scientific basis for the operation of CDC WeChat platforms in the face of public health emer-gencies in the future,and to analyze the communication effectiveness and influencing factors of health education articles published by an official health WeChat account of a certain district's CDC in Shanghai during the COVID-19 pandemic.METHODS The study describes the health communication effect of 851 health science articles published from 2020 to 2022 from the breadth and depth of health communication,and analyzed the influencing factors of the breadth and depth of health communication by using mul-tivariate logistic regression analysis.RESULTS The study found that articles featured at the top(P＜0.01),using exclamation(P=0.040)or imperative sentences(P=0.047)in their titles,had a better health communication.Articles with better use of multimedia(P=0.016)indicated a better depth of communication.Compared with the articles on healthy life,those focusing on vaccinations(P=0.003)indicated a better depth of communication.The originality of the articles was negatively correlated with the depth of health communication(P=0.019).CONLCUSION As the forefront of public health emergency management,the district and county CDCs should make good use of WeChat public account and other new media means to make a timely authority,scientific populariza-tion and interpretation of public health emergency prevention and control measures and policies,so as to avoid social panic.The re-search results also suggest that as a public health service organization in the district,the WeChat account of CDC should emphasize the public service characteristic and continue to expand and enhance its service functions.The CDC should diversify multimedia for-mats,reasonably"translate"incomprehensibly medical knowledge,and lower the threshold for the public to learn about health sci-ence knowledge.Focusing on user characteristics,precise health popular science content,even under public health emergenciest,practical health science content close to daily life should still not be ignored.
Keywords：WeChat official accounthealth communicationbreadth and depth of dissemination
Publication Date：2024-10-10
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：5( 66-70 )