Bridging the Policy–Practice Gap: Framing Strategies and Policy Translation in Government Health Communication on Weight Management in China

Abstract

As obesity and overweight have become major public health concerns, governments increasingly use digital platforms to promote preventive health policies. However, less is known about how policy objectives are translated into everyday health practices through government social media. Drawing on framing theory and the concept of policy translation, this study examines the “Science-Based Weight Loss Together” column published on the official WeChat account Healthy China. Using content analysis, 105 articles published between September 2021 and March 2026 were analyzed in terms of thematic structure, headline strategies, communication frames, and audience engagement. The findings identify a threestage framing process consisting of risk alerts, knowledge explanation, and behavioral guidance. Together, these frames facilitate the transformation of institutional primary policy objectives into practical health recommendations. Audience engagement was highest for content with strong personal relevance and practical utility, and increased during periods of heightened policy attention. The study extends framing research by conceptualising framing not only as a mechanism of meaning construction but also as a mechanism of policy translation. It further demonstrates how government social media contribute to preventive health governance by embedding policy objectives within everyday communication and behavioral practices.

Keywords

• Health Communication
• Government Social Media
• Framing Theory
• Policy Translation
• Weight Management
• Communication Effectiveness

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