Chinese Media on Health

3rd International Conference on Healthcare and Allied Sciences. 25th – 26th September, Lincoln University College, Malaysia An Early Understanding of Evaluation Indicators used in Chinese Media to Disseminate Health Awareness Information Mr. Sun Yang. Reporter, Department of New Media and Development, News Media Center, Qiqihar City, Heilongjiang Province, China. Dr. M.S. Bexci, Associate Professor (Mass Communication), Faculty of Social Science, Arts and Humanities, Lincoln University College, Malaysia. Disclaimer & Acknowledgement Translated to English from its original literature in Mandarin Mandarin and English speaking non-bilingual researchers conducted this study The researchers used ‘youdao’ an open access application from a Chinese Internet firm NetEase for face-to-face communication during the entire period of research (http://fanyi.youdao.com/) Mr. Sun Yang Dr. M.S. Bexci Abstract • China has witnessed rapid development of science and technology • People stay sub-healthy • Health communication has changed greatly in various aspects • This paper investigates ✓ the status quo of health awareness dissemination in China through previously published literature ✓ the internal causes of what is the current situation of health awareness dissemination mode in China ✓ Evaluation indicators used by the media used for health awareness dissemination in China Background • In terms of the communication mode of health awareness, it also tends to be diversified and novel. • Complete government control • Less fake news / Government takes responsibility • Scanty Research/evaluation on Health Communication programmes Focus on Evaluation Indicators • Information and Communication • Persuasion Communication • Education Communication Status quo of health communication in China • Self-transmission • Human to Human transmission • Group transmission • Organization transmission • Mass Communication transmission Health awareness dissemination through media • Significant role by Chinese Newspaper – People’s Daily (5% of news constitutes about Health) • CCTV Health – Audio Broadcasting plays a pivotal role than its second best Himalayan FM Health Channel • CCTV – 20 years of service with 5% of news related to people’s health. Average 30 minutes of programming. • Beijing Satellite TV • Only Government owned Internet portals – ifeng.com (others all monitored before the online committee) • Health Education – School mandatory Internal causes of health awareness dissemination (media) mode • Government monitored health content • Government decides media convergence – traditional and online • Government stress on credibility of health news in Newspapers and TV, warns about Internet • Change in audience group - high income to low income – rapid modernization and ‘Education to All’ policy • Government integrates health information for public consumption Role and significance of the mode of health awareness dissemination • Publicize correct health knowledge and concepts • Sub-healthy to health plus • Open courses on mental health Results of the Health Communication Evaluation (2015-2019) Audience Behavior Messages Channels Evaluation Indicators General Chronic Diseases management Medical outpatient Reimbursement, Standardized management of Chronic Diseases, Establishment of Universal medical Security Health Can be Managed, Newspaper - People’s Daily (2019). Education Communication General Lifestyle Management National Nutrition Plan Scientific Preservation, Supporting A Healthy China, Newspaper People’s Daily. (2017) Information and Communication parents Children’s Eye Health Children's’ vision health, role of parents, Care management Care for Children’s Eye Health CCTV (2018) Persuasion Communication General Positive Public Health Outcome General health awareness Defining a Healthy China at the 19th National Congress of the Communist party of China, CCTV (2017) Information and Communication General Positive Public Health Outcome General health awareness Road to health, CCTV (2018) Education Communication Conclusion o Evaluation indicators present, not exhaustive o Lack of media motivated evidences to improve health awareness o Research on awareness measurements before or after media intervention is absent o Thrust on health reporting is found o Application of Western/Asian research trials in disseminating health awareness is absent o Indigenous research on health awareness using media is evident o Future research relies on accessing and transcripting Chinese content • [12] li lulu, yan gongjun. 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