Study on the Function of Social Media in Rural Health Communication in the Context of Media Convergence

Abstract

In today's era, the rapid development of Internet technology is driving profound changes in the media landscape. Media convergence, an irreversible development trend, is penetrating into multiple dimensions such as form, technology, platform, market, organization and users. In the all-media era, the deep integration of communities, neighborhoods, regions and cultures is having a profound impact on China's media ecosystem. With the advent of the network era, health communication is facing unprecedented new opportunities and challenges. The application of advanced technologies such as algorithms and cloud computing has provided a brand new way to popularize health knowledge. This not only makes the dissemination of health information more efficient, but also allows more people to access health-related knowledge conveniently. However, in China's rural areas, health communication still faces many problems. The China New Media Development Report reveals in detail the current situation of rural health communication in terms of creation, content, dissemination, and influence, pointing out problems such as lack of subject, insufficient traffic, and insufficient media capacity. The report emphasizes that the construction of health culture is of great significance to rural revitalization. This study aims to promote the development of rural health communication, so that the dividends of technology can truly benefit the countryside and improve the health of rural residents. To this end, we need to actively explore and practice to find effective solutions to promote the progress of rural health communication in China.