Author(s)

Shiyu Cun ¹

Affiliation(s)

¹ Yanka Kupala State University of Grodno, Grodno City, Grodno Region, 231022, Belarus

Corresponding Author

Shiyu Cun

ABSTRACT

With the advancement of the "Healthy China" strategy, the fragmented dissemination of the health agenda has become a core issue. This paper integrates multiple theories and, based on 2,860 samples from four major platforms in 2023-2024, through fine-grained coding and mixed research analysis, finds that: The fragmented health agenda follows a "pulse-like outbreak - long-tail decline" rhythm, with an average pulse-like period of 4.2 hours and a decline period of 72.6 hours. The framework mainly consists of risk warning types (58.7%), supplemented by popular science (27.3%) and emotions (14.0%). For every 100 words less in an information paragraph, every increase in communication fluctuations per day, and every 10% rise in negative frameworks, the public anxiety score increases by 1.8, 2.3, and 3.1 points respectively. Agenda fragmentation decreased by 1 standard deviation, media literacy reached the level of information discrimination, and social trust rose by 1 level. The probability of anxiety transforming into action intention increased by 22.5%, 31.7%, and 18.9% respectively. The research constructed a framework of "communication characteristics - health anxiety - collective action intention", with the three having an explanatory power of 53.6% for action intention, providing support for optimizing the communication ecosystem.

KEYWORDS

Social Media, Fragmented Dissemination, Health Agenda, Framework Analysis

CITE THIS PAPER

Shiyu Cun, Framework Analysis of the Communication Characteristics of Fragmented Social Media Health Agendas. Media and Communication Research (2025) Vol. 6: 159-171. DOI: http://dx.doi.org/10.23977/mediacr.2025.060419.

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