Interpreting Doctors' Media Image From The Doctor-patient Reports In New Media

In recent years,with the advancement of China's reform,the malpractice of the medical industry continues to show,medical disputes happen frequently,triggering people's enthusiasm for the doctors' image.In the new media era,digital media,search engines,news websites and social news platforms have become an important source for people to access news,but the massive information for the public produced a differentiated understanding of doctors' image.To restore the normal medical order and establish a healthy relationship between doctors and patients,the mass communication organization should construct the health doctors' media image as the focus of the current work.This paper standing at the perspective of new media communication,use content analysis method to study the presentation and problems of doctors' media image in the new media information communication environment,analyze the reasons behind,and carry out realistic thinking about the current phenomenon.Through the analysis of the doctors and patients news in Sina microblogging platform from 2009 to 2016,it was found that the doctors' image had changed from the tendency of negative to positive and objective,the topic of doctor-patient relationship and medical knowledge were the most concerned and growing significantly,and the number of reported positive positions and neutral positions increased year by year.Finally,this paper puts forward feasible suggestions and strategies for the current phenomenon from four perspectives: government,medical,public and media.It has great meaning for breaking the plight of the relationship between doctors and patients.