The Influence of Network Media Visual Information Guidance on
Shaping Audiences Healthy Consumption Behavior and Social Health
Culture
Ruiyun Zhang
Media Communication and Sociology, School of The University of Leicester, University Road, Leicester, LE1 7RH, U.K.
Keywords: Influence of Network Media, Visual Information, Audiences Healthy, Social Health Culture.
Abstract: With the rapid development of information technology, the popularization of the Internet, and the rise of
social media platforms, the way of disseminating visual information in online media has undergone profound
changes, which has profoundly affected the audience's health cognition, attitude, and behavior. This paper
explores the important role of visual information in shaping an audience's healthy consumption behavior and
social health culture. The study found that online media, especially visual information, has promoted the
transformation of audiences from "passive" acceptance to "active participation", and users not only play a
more active role in the acquisition of health information but also participate in the construction of health
culture through social platforms, online communities, and discussions. At the same time, the guidance of
visual information further influences the surrounding groups through the interaction and experience sharing
between users and promotes the formation of a positive and healthy cultural atmosphere. In conclusion, online
media visual information not only plays an important role in changing the consumption behavior of audiences
but also plays a key role in shaping the culture of social health.
1 INTRODUCTION
People's health is the due meaning of Chinese-style
modernization. According to The Lancet 2023, the
proportion of sub-health population has reached
82.8%. According to the survey of Chinese Health
Big Data, healthy people only account for 5% of the
total number of people, people diagnosed with
various diseases account for 20% of the total number,
the sub-healthy people between health and disease
account for about 75% of the total number of people,
and the overworked white-collar workers account for
nearly 60%. World Health Organization studies
showed that the health and life span of 60% depends
on lifestyle. In the era of "reading pictures", the visual
culture with images as the main body, especially the
visual information dissemination of network media,
has undergone major life changes and the way of
thinking (Yang & Ma, 2021). Dales points out that
more than 70% of people get information through
visual channels, and is no exception in the Internet
age. American scholars have found that 79% of
Internet user's online information is swept away. The
visual culture with images as the main body, with the
help of the multiple metaphors generated by the
Internet, expands the human visual space and cultural
practice.
In the digital age, the rapid iterative development
of information technology, Internet popularization,
and social media platforms makes the spread of
information speed, increasing user participation,
information transmission mode, and the spread of
network media visual information profoundly
affected the audiences health cognition, attitude, and
behavior, in shaping the audience health consumption
behavior and social health culture plays an important
role. This paper from the health representation change
accelerates the spread of information, improves user
participation, and changes the transmission mode of
three dimensions, the network media visual
information on the individual health consumption
behavior, the popularization, and promotion of social
health culture of effective guidance, can be found that
the audience is from "passive" to "conscious
participation".
Zhang, R.
The Influence of Network Media Visual Information Guidance on Shaping Audiences Healthy Consumption Behavior and Social Health Culture.
DOI: 10.5220/0014112500004942
Paper published under CC license (CC BY-NC-ND 4.0)
In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 285-290
ISBN: 978-989-758-791-7
Proceedings Copyright © 2026 by SCITEPRESS – Science and Technology Publications, Lda.
285

2 THE INFLUENCE OF VISUAL
INFORMATION OF NETWORK
MEDIA ON THE CHANGE OF
HEALTHY CONSUMPTION
BEHAVIOR OF THE AUDIENCE
AND THE REASON ANALYSIS
2.1 The Influence of Information
Acquisition Mode on the Audience
Healthy Consumption Decision
New media environment, the audience fundamental
changes have taken place in the way to obtain
information, from traditional television, and
newspapers, to today's social media, online
communities, personalized recommendation
algorithms, etc., the access to information more
convenient, personalized, and interactive, the change
of information access significantly affect the health
audience consumption decisions and behavior. First,
the cost of information search in the decision-making
process of health consumption has been greatly
reduced (Wu, 2024). For example, through the search
engine functions of Baidu, Weibo, TikTok and
Xiaohongshu, the audience can quickly obtain a large
amount of information about health products,
including user evaluation, product comparison,
professional evaluation and so on. With instant access
and high convenience, the audience can choose based
on more sufficient information when making healthy
consumption decisions. Secondly, the health
consumption decision is more scientific and
reasonable. In the era of traditional media, the healthy
consumption behavior of audiences is mainly based
on passive consumption such as advertising and TV
program recommendation (Wang et al., 2024). In the
era of new media, the audience forms more
independent health consumption decisions through
active searching, reading information and evaluating
information, and the health consumption behavior
becomes more active and rational, such as comparing
online and offline products before purchasing certain
health products, and consulting the opinions of
medical professionals. Third, the audiences
participation and community interaction are
enhanced. The audience is not only healthyActively
participate in the process of product consumption,
and also share experience, ask questions and feedback
questions through social media channels in the
process of product use, to enhance the subjectivity of
the audience and promote the formation of healthy
consumption communities and information sharing.
Finally, the guidance of visual information plays an
important role in shaping the healthy consumption
behavior of the audience. Visual information, such as
pictures, videos, live broadcasts, etc., transmits
information more directly with intuition and
attraction, and affects the audiences cognition and
emotion. These changes have an important impact on
the health consumption decisions, behaviors and the
progress of the health culture of the whole society
(Gan & Wang, 2018).
2.2 Shaping of Healthy Consumption
Culture by Network Media Visual
Information
Visual media play an important role in disseminating
information and shaping social identity. The rise of
visual media has changed the way of information
dissemination, and has profoundly affected the
cognitive structure of the audience and the formation
of social identity. First, the popularization of visual
media provides a new platform. Information
dissemination is no longer limited by traditional text
and language, and content in images, video,
animation and other forms is easier to be accepted and
understood by the audience. This intuitive
information expression reduces the difficulty of
information understanding and accelerates the
circulation and dissemination of information.
Secondly, the visual media has a strong
expressiveness and appeal. Visual elements can
quickly and intuitively convey emotions and values,
form a strong resonance among the audience, and
play a role in the cohesion of social groups and the
formation of social identity to a certain extent.
Moreover, the development of visual media also
brings some challenges (Hu & Fan, 2024). For
example, information overload affects the audiences
deep thinking of information, which may bring
negative effects, so corresponding measures should
be taken to improve it.
2.3 The Impact of Visual Information
on the Audiences Healthy
Consumption Choices
The emotional characteristics of visual information
can better attract and maintain the attention of the
audience, mobilize the emotional response of the
audience in a short period of time, and affect the
healthy consumption behavior of individuals.
Through carefully designed visual elements, such as
color, layout, images, etc., to stimulate individuals
desire for healthy consumption, stimulate and
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motivate them to take action to buy health products or
services (Hu & Fan, 2024). Moreover, the social
sharing function of visual information strengthens the
audiences purchase decision. Social media platforms
can influence the choice of potential audiences
through social communication and social experience,
which can enhance the social influence of health
information and form a positive trend of health
consumption (Hou, 2019). Finally, the trend of
personalized customization of visual product
information makes the audiences choice more
personalized color. Through big data analysis and
algorithm recommendation, personalized
customization according to the audiences preferences
and behavior habits, provide more accurate product
recommendation, and affect the audiences choice
(Xia, 2021).
3 THE ENCE AND REASON
ANALYSIS OF VISUAL
INFORMATION OF NETWORK
MEDIA ON SOCIAL HEALTH
AND CULTURAL CHANGES
3.1 New Media Shift in Social Health
Communication
Traditional media era information transmission is
one-way, the audience role is mainly passive
recipients, the rise of new media for health
communication provides a broader platform and more
diverse forms, realize the two-way even multi-
directional communication, audience participation
enhancement, improve the effectiveness of health
communication, promote the audience health
consciousness and health behavior change. In new
media platform, health information can be more
personalized and accurate health communication
strategy, through social media, BBS, weibo, live and
media platform personalized recommendation
algorithm, audience through thumb up, comments,
sharing, through practice to verify the authenticity of
information and practicability, increase the spread of
health information, improve the audience information
screening and judgment ability, cultivate the audience
health consumption behavior (Li & Li, 2024). In
short, the health spread of new media to mark the
audience role from passive recipients to active
participants, the change not only changed the way of
health information transmission, also promoted the
audience health awareness and health consumption
behavior change, is of great significance to promote
the formation of social health culture, for the
development of public health provides more
possibilities.
3.2 The Role Change of Media Visual
Information on Social Health
Communication
In the digital era, social media has become an
important channel for health information
dissemination, and the function of social media has
gradually evolved from the traditional health
education to a new platform for health promotion.
The health promotion function of social media is
embodied in the motivation and support of health
behaviors (Xie, 2018). Unlike traditional health
education, health promotion focuses more on
stimulating individual intrinsic motivation and
encouraging active health behaviors. Social media
establishes the interaction and communication
between users to form shared health information and
experience communities, so as to encourage
individuals to take actions to achieve health goals.
The dissemination of health information on social
media, especially the transformation from health
education to health promotion, is mainly reflected in
the following aspects: First, individuation and
precision. Through big data analysis, social media can
provide personalized health content
recommendations according to users interests and
behavior habits, and improve the pertinacity and
effectiveness of information. Second, interactivity
and community change. Interactive functions on
social media platforms, such as community-based
interactive modes such as comments, likes and
sharing, provide a good social environment for health
promotion. Third, user participation has increased.
Social media platforms encourage user-generated
content (UGC). Users are not only the recipients of
health information, but also the creators and
disseminators of information. Increasing
participation helps to form positive health behaviors
and habits. Fourth, the diffusion and enhancement of
influence. The "viral" nature of social media enables
health information to quickly spread to a wide range
of user groups and enhancing the influence of health
information. Fifth, the incentive and support of
healthy behavior. Social media encourages users to
adopt healthy behavior through their interaction and
positive feedback, providing users with support and
encouragement for healthy behavior. As the health
information communication function of social media
The Influence of Network Media Visual Information Guidance on Shaping Audiences Healthy Consumption Behavior and Social Health
Culture
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will be more diversified, providing richer support and
services for the publics healthy lifestyle.
3.3 Network Visual Health Information
Affects the Formation of Social
Health and Cultural Identity
Visual information plays an important role in shaping
audience cognition, attitude and behavior with its
intuition, comprehension and high appeal. By
promoting the rapid dissemination of the health
information and the wide contact of the audience, the
visual information of the network media is accepted
and understood by the public and promotes the
formation of social identity. Visual health education
videos, inforams and animation tutorials can directly
display important information such as healthy
lifestyle and disease prevention measures, so as to
improve the publics health level of knowledge. Social
media platforms promote the formation of individuals
and groups to form social groups with common
beliefs by sharing visual content with common values
and healthy life goals. Information exchange and
experience sharing among members can enhance the
cognition and understanding of health information,
promote the imitation and practice of healthy
lifestyle, so as to promote the formation and
development of social health culture (Deng & Gu,
2022).
4 PROPOSE
4.1 Guide Strategy
First, to accurately guide the audience to make
healthy consumption choices. Through the clever use
of image, video, color and other visual elements,
network media can effectively convey product
information, brand concept and consumption
proposition, so as to influence consumers cognition
and purchase decision. E-commerce platform, for
example, product images, advertising video and
social media images, in convey the silent product
functionality, emotional connection and the choice of
lifestyle, the design of the visual information needs to
elaborate, to ensure that they can accurately and
effectively guide consumers to make healthy choices
(Li, 2022). Second, strengthen the promotion of
services, culture and experience consumption.
Guiding strategies for visual information should
cover these aspects, such as presenting a healthy
lifestyle through visual content, promoting rational
consumption, and encouraging consumers to
participate in a wider range of social and cultural
activities. For example, outdoor sports are promoted
by displaying images of natural scenery, or service-
oriented services are promoted by sharing users
positive consumption experiences (Xia, 2021). Third,
pay attention to consumers emotional resonance and
the cultivation of values. Online media platforms can
stimulate consumers sense of social responsibility
and moral responsibility through the design of visual
content, such as public service advertisements and
positive lifestyle display, And then promote the
healthy consumption behavior of consumers. For
example, to demonstrate the use of environmentally
friendly products and the environmental impact, to
guide consumers to choose sustainable consumption
patterns. Fourth, it is based on the in-depth
understanding and accurate analysis of the target
audience. Through big data analysis, user feedback
and other means, the design of visual content is
constantly optimized to ensure that they can really
touch the needs and interests of consumers, so as to
effectively guide the formation of healthy
consumption behavior. To sum up, the healthy
consumption behavior guidance strategy based on
visual information should comprehensively use
multiple dimensions such as visual design, emotional
resonance, social responsibility and precision
marketing to realize the positive impact on consumer
consumption choice and promote the construction of
social health culture. Through such a strategy, online
media can not only promote the upgrading of health
consumption at the economic level, but also promote
the transmission of health ideas at the social and
cultural level
4.2 Participation Mechanisms
Constructing the conscious participation mechanism
of social health culture is an important way to
enhance the audiences health awareness, optimize the
healthy lifestyle, and promote the progress of social
and public health. First, start with improving public
health awareness. The audience not only includes the
basic understanding of healthy life, but also involves
the ability to identify health information, the ability
to prevent health risks and the ability to choose
healthy lifestyle. Through the popularization of
network media, the publics health cognition level can
be effectively improved, so that they can
independently identify and choose health beneficial
products and services in daily life. Secondly, to
strengthen the popularization and education of health
knowledge. This includes knowledge about healthy
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eating, moderate exercise, mental health, chronic
disease prevention, etc. By organizing online and
offline health lectures, health knowledge
competitions, health lifestyle challenges and other
health education activities, the publics health
knowledge and health awareness can be effectively
enhanced (Wang et al., 2024). Third, the government,
social organizations and enterprises should work
together. The government should formulate relevant
health policies to provide the infrastructure and
services needed for a healthy life, such as parks,
fitness equipment, health consultation hotlines, etc.
Social organizations can play the role of a bridge and
a link to organize volunteers to participate in the
promotion of health culture. Enterprises can
passProduct innovation and service optimization, to
provide more goods and services in line with the
concept of health. Finally, strengthen social support
networks. Social support networks include family,
friends, communities, and virtual communities built
through the online platform. These support networks
provide not only emotional support, but also health
information and resource sharing. For example,
during the COVID-19 period, many communities set
up wechat groups and community forums to share
epidemic prevention knowledge and support each
other to jointly cope with health risks
4.3 Policies and Regulations
First, the policy focuses on strengthening the
supervision and management of online advertising
content. It is suggested that the relevant regulatory
authorities should formulate strict online advertising
content guidelines, clearly define the advertising
types and content standards allowed to be released,
and timely investigate and punish the illegal
advertisements. At the same time, strengthen the
content review of online advertisements to prevent
the potential adverse effects of excessive commercial
information on audiences, especially young
audiences (Yang & Ma, 2021). Second, to strengthen
the positive guidance of the visual information of the
network media. Through the establishment of
incentive mechanisms, encourage online platforms
and advertisers to produce and disseminate positive
and healthy content, promote it in the industry in the
form of positive cases, and establish correct
consumption concepts and lifestyle. In addition,
through tax incentives, financial support and other
policy means, to encourage enterprises and creators
to produce and disseminate content beneficial to the
physical and mental health of the audience. Third,
strengthen the legal protection of the network visual
information content. Through legislation to protect
the audience from false advertising and bad
information, give the audience more right to know
and choose. It will strengthen copyright protection of
online information, encourage the production and
dissemination of original content, and avoid low-
quality replication and plagiarism. Fourthly, it is
suggested to strengthen consumer education and
media literacy education. Through educational
institutions, social organizations and other
channelsTo improve the media literacy of the
audience, so that the audience can have the ability to
identify network advertising and information, and
enhance the audiences critical thinking of network
visual information, so as to make rational
consumption choices in the face of massive network
information. Fifth, establish a multi-party
participation in the network visual information
supervision mechanism. Encourage audiences,
media, non-governmental organizations and other
social forces to participate in the supervision of online
visual information, form a good governance pattern
with the government, enterprises and audiences
participating, and jointly promote the clean and
healthy development of cyberspace
5 CONCLUSION
Through the research, it can be seen that online
media, especially visual information, plays an
important role in shaping the audiences healthy
consumption behavior and social health culture. With
the rise of new media, the audience is no longer
passively receiving information, but actively
interacting with content creators and brands, and to a
certain extent, participating in the product creation
and brand building process. This change not only
changes the consumption decision-making process of
the audience, but also promotes the information
exchange and social interaction between the
audience, thus forming a new social cultural
phenomenon. Visual information quickly conveys
specific values and life style, and guides the audience
to form a specific consumption tendency and life
attitude. For example, through visual media, such as
social media and short video platforms, it can present
a beautiful scene of healthy life more vividly,
stimulate the audiences purchasing motivation, and
promote the consumption behavior of a healthy
lifestyle. In addition, the guidance of visual
information can also promote the audience by
participating in online community, BBS discussion,
social media topic discussion, obtain health
The Influence of Network Media Visual Information Guidance on Shaping Audiences Healthy Consumption Behavior and Social Health
Culture
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information, share consumption experience and
lifestyle choice, thus affect the surrounding groups,
help to form a positive social health culture
atmosphere. To sum up, the guidance of visual
information in network media not only changes the
audience. Buying behavior also plays an important
role in shaping a social health culture. In the future,
further research can be conducted on how visual
information combines the audiences cognitive
characteristics and social and cultural background to
guide the audiences healthy consumption industry in
a more scientific and systematic way.
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