Research on the Current Situation and Development Strategy of Health Communication in a Short Tiktok Video: The “Dingxiang Doctor”

Abstract

With the development of global economy and network technology, the new media era is accelerating, which has changed the channels and ways of social information transmission. As a new media carrier, short video platforms, represented by Tiktok, Kuaishou and Tencent Micro, have developed rapidly in their fields. They resort to the communication mode of audio-visual painting, which updates the way people receive and disseminate information and social life, and also provides a new platform and development fertile ground for health communication. This article takes the Dingxiang doctor’s Tiktok video as an example to explore the current situation of health communication in the short video area and further explore its future optimization strategy.