1.白欣弋 2.王 彦

（1.庆应义塾大学媒体设计研究科，日本横滨223-0061；2.对外经济贸易大学英语学院，北京100029）

摘 要：随着社交媒体和智能手机的普及，微信公众号已经成为公众获取健康信息的最受欢迎的渠道之一。本文基于系统功能语言学的三大“元功能”和视觉语法理论，分析健康传播品牌“丁香园”旗下三个微信公众号的传播策略，讨论公众号的内容设计、互动功能和话语结构，研究发现健康公众号内文本和图像的组织及呈现方式有利于吸引读者、赢得信任、促进传播。

关键词：健康传播；微信公众号；系统功能语言学；元功能；视觉语法

* 基金项目：本文获对外经济贸易大学英语学院“双一流”学科建设繁荣计划专项经费资助。

作者简介：白欣弋，日本庆应义塾大学媒体设计研究科，在读硕士研究生，研究方向：媒体设计；王彦，对外经济贸易大学英语学院教授，研究方向：话语分析、媒体研究。(www.daowen.com)

A Systemic Functional Study of Healthcare Communication on Social Media: The Case of “Ding Xiang Yuan” and Its WeChat Official Accounts

1.BAI Xinyi 2.WANG Yan

(1.Graduate School of Media Design, Keio University, Yokohama 223-0061, Japan;2.School of International Studies, University of International Business and Economics, Beijing 100029, China)

Abstract: With the popularization of social media and smartphones, many health-related organizations start using mobile media to convey healthcare information to the public.Based on the theories of Systemic Functional Linguistics and visual grammar, this study investigates the social media communication strategies of three WeChat official accounts of “Ding Xiang Yuan”, and analyzes the content design, interaction function and discourse structure of each account.The results show that texts and images are organized and presented to attract readers and gain their trust so as to promote healthcare communication.

Key words: healthcare communication; WeChat official accounts, Systemic Functional Linguistics; meta-functions; visual grammar