对话何以成为可能： 社交媒体情境下中国健康传播研究的路径与挑战
Struggling Toward Dialogue: Health Communication Research in Chinese Social Media Context

摘要 在经历了“传播学者缺席”的早期阶段，“传播效果研究范式主导”的第二阶段 之后，中国的健康传播研究进入了新的“跨学科合作”阶段。本文认为，此一阶段的 学术任务包括由单一学科发力转向跨学科合作，从聚焦传播效果转向媒介的社会意义 研究、健康叙事研究、以及社交网络研究共生的多元学术生态。在理论层面，公共关 系对话理论（the dialogic theory of public relations）能否成为健康传播研究于主导范式 之外提供新的解释路径，成为一个值得探索的话题。通过梳理媒介与社会的双重变革 情境下，健康传播研究在中国大陆已经发生和正在发生的变化，本文尝试探索适用于 社交媒体情境的健康传播研究框架。
This study approaches the history of China’s health communication research from the perspective of dialogic public relations (Kent & Taylor, 1998,2002). Three developmental stages are identified: Education-Oriented (1987-2000), Persuasion-Oriented (2001-2010), and DialogueOriented (2011-present). This article emphasizes that the latest stage of academic tasks includes the transition from a single discipline to interdisciplinary cooperation, from focusing on communication effects to the media's social meaning research, health narrative research, and social network research on the symbiosis of a diverse academic ecosystem. This essay offers a thirty-year re?ective survey on past, current, and future directions of China’s health communication research, as they relate to the dialogic theory of public relations