健康发展与政策研究2024，Vol.27Issue(5)：376-381,6.DOI:10.12458/HDPR.202406052
新媒体时代上海三级甲等综合医院短视频传播现状分析
Analysis of the current status of short video communication by grade 3A general hospital in Shanghai in the new media era
摘要
Abstract
Objective To analyze and evaluate the current status of short video communication among grade 3A general hospitals in Shanghai,identify key issues and deficiencies,and provide strategic recommendations for improvement.Methods Collect data from the official Douyin and WeChat video accounts of five grade 3A hospitals in Shanghai from July to December 2023.Conduct statistical analysis on the total number of videos,number of followers,total number of likes,release date of the first video,and video collections.Evaluate the communication capacity of the official Douyin accounts of the five hospitals using the Douyin Communication Influence Index (DCI).Utilize Micro Word Cloud software to analyze word frequency statistics in Douyin video titles and key user comments.Results Five hospitals collectively released 1631 short videos on WeChat Video Account,with eight video collections.On Douyin,they published 1152 short videos,garnering 176000 followers and 1.999 million likes.They also released 14 video collections with content primarily focused on medical health education (58.33％),hospital culture (16.67％),and medical supplies (16.32％).Overall,the communication capacity on the short video platform is relatively low (DCI approximately 250).The most frequently terms in short video titles and user comments on the official Douyin accounts include hospital abbreviations,disease names,medical-related terms,and expressions of gratitude.Conclusions Grade 3A general hospitals in Shanghai have relatively late starts in short video development,resulting in lower numbers of followers and likes.It is recommended to accelerate the integration of new media resources in hospitals.The Douyin accounts have low communication capacity,so it is suggested to enhance interactions with medical personnel who are highly ranked in science popularization influence on the Douyin platform.The published video collections lack personalization and differentiation;therefore,it is advisable to create science popularization short videos that highlight the hospital's specialized strengths.关键词
新媒体/短视频/三级甲等综合医院/传播策略Key words
new media/short videos/grade 3A general hospital/communication strategy分类
医药卫生引用本文复制引用
朱辉,余飞,陈万里,焦岳龙,李琳,秦艺,肖俊杰..新媒体时代上海三级甲等综合医院短视频传播现状分析[J].健康发展与政策研究,2024,27(5):376-381,6.基金项目
上海市2022年度"创新行动计划"科普专项(22DZ2304400) （22DZ2304400）
中国教育发展战略学会人才发展专业委员会项目(RC2WH0030) （RC2WH0030）
