On The Media Image Of Medical Experts In The "COVID-19" Epidemic

Since the medical reform,as people’s standard of living has improved and their need for medical care has increased,conflicts and clashes between doctors and patients have continued,and the media has presented a certain negative image of doctors and medical institutions.It has become the fastest spreading,most widespread and most difficult to prevent and control public health emergency in China since the founding of New China.As an important team in the fight against the epidemic,medical experts played a huge role and presented a different image.Using discourse analysis and case study analysis,we explore the construction process and characteristics of the media images of medical experts by analyzing the image building process of four representative medical experts,in order to explore their potential for bridging the differences and conflicts between doctors and patients.By analyzing the expression space of medical experts,the content of medical experts’ expressions in the epidemic,and the way medical experts’ media images are portrayed in the epidemic,we have come up with three main types of media images of medical experts: experts as heroes,experts as icons,and medical experts as experts.The results show that the image of medical experts during the Newcastle pneumonia epidemic is very different from the image of medical experts in everyday life,and that the media’s image of medical experts is constructed in a utilitarian and timely manner.However,the study shows that medical experts can change the public’s perception of the entire medical profession at the level of discourse,thus alleviating the conflict between doctors and patients.