传染病情境下的社交媒介健康传播探析

以新型冠状病毒肺炎疫情为代表的传染病大流行给全球公共卫生系统带来巨大挑战，严重威胁人类生命健康安全。促使个体积极主动采取健康行为是阻止病毒传播最经济、最有效的方式之一。社交媒介具有的传播高效和互动灵活等属性使其成为健康传播的重要载体。组织机构利用社交媒介开展健康运动，教育、引导公众改变对预防行为的态度，最终促使健康行为的发生，但这一过程也遭遇信息疫情等带来的巨大挑战。基于社交媒介开展的健康传播，有赖于信息内容、发布形态、媒介渠道、公众参与等因素的交互影响以及网络主体的多元共治。

Exploration of Social Media in Health Communication in the Context of Infectious Diseases

The pandemic represented by COVID-19 poses a huge challenge to the global public health system and threatens human life seriously. Promoting proactive health behaviors among individuals is one of the most cost-effective ways to stop the spread of viruses. Social media is an important vehicle for health communication because of its accessibility and interactive nature. Organizations use social media to conduct health campaigns, educate and guide the public to change their attitudes toward preventive behaviors, which ultimately leads to healthy behaviors, but this process also encounters significant challenges from infodemic. Health communication based on social media relies on the interactions of message content, form of distribution, media channels, public engagement, and other factors, as well as the multi-governance of network subjects.