How can health science popularization KOL better produce professional voices?

School of Journalism & communication, Zhengzhou University, Zhengzhou, Henan Province, China

^* Corresponding author: author@e-mail.org

Abstract

Health science popularization, as an effective strategy for transmitting health knowledge and improving audience health literacy, has received increasing attention in the past two years. This paper takes the official account - "Oria, a specially grounded nutritionist" as an example, and uses the communication research method of online ethnography and content analysis to explore how blogger Xie Lifeng, as a KOL in the field of health science popularization, can make a professional voice and do a good job in the path and method of health nutrition science popularization in the We Media era. The study ultimately found that in terms of content production and dissemination, it is necessary to do a good job in health and nutrition science popularization. Self media users need to work together from multiple aspects such as segmented vertical production, creating personalized and distinctive IPs, establishing online community forms, and expanding communication channels and platforms.