Proceedings of the 3rd International Conference on Language and Cultural Communication (ICLCC 2025)

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Content Analysis of Health Communication Strategies on Social Media Platforms

A Case Study of the Topic of “Patriotic Health Campaign” on Weibo and WeChat Platforms

Authors
Ruirui Zhu1, *
1Bachelor of Communication, The University of Newcastle Australia, 039594, Singapore, Singapore
*Corresponding author. Email: c3535591@uon.edu.au
Corresponding Author
Ruirui Zhu
Available Online 10 July 2025.
DOI
10.2991/978-2-38476-444-0_31How to use a DOI?
Keywords
Social media; Health Communication Strategies; Patriotic Health Campaign; Content Analysis
Abstract

With the vigorous development of the Internet nowadays, social media platforms have become an important channel for the public to obtain health information. This study focuses on the topic of “Patriotic Health Campaign” on Weibo and WeChat platforms and conducts an in-depth content analysis from multiple perspectives such as communication content, form, and subject. The research results show that the Weibo platform is characterized by rapid dissemination, strong timeliness, and high interactivity. Moreover, the content on Weibo is rich and diverse, attracting a large number of users to participate in discussions in the form of pictures, texts, and videos accompanied by topic tags. WeChat, on the other hand, emphasizes the popularization of in-depth health knowledge. It establishes a close connection with users through exquisite graphic and text layout, the combination of long articles and links, as well as various interactive forms. This study summarizes effective health communication strategies, providing a reference for social media to carry out health communication activities, thus enhancing the public’s health literacy and promoting the cultivation of healthy behaviors.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Language and Cultural Communication (ICLCC 2025)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 July 2025
ISBN
978-2-38476-444-0
ISSN
2352-5398
DOI
10.2991/978-2-38476-444-0_31How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ruirui Zhu
PY  - 2025
DA  - 2025/07/10
TI  - Content Analysis of Health Communication Strategies on Social Media Platforms
BT  - Proceedings of the 3rd International Conference on Language and Cultural Communication (ICLCC 2025)
PB  - Atlantis Press
SP  - 280
EP  - 292
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-444-0_31
DO  - 10.2991/978-2-38476-444-0_31
ID  - Zhu2025
ER  -