The Study On The Image Of Doctors On Weibo During The Initial Period Of The Outbreak Of COVID-19

Doctors,as a professional group,have been moving from "behind the scenes" to "in front of the stage" since the outbreak of the epidemic in COVID-19.With the advent of the social media era,traditional mass media coverage of major public health events is no longer the only dominant position,the COVID-19 epidemic information in the public discussion,public participation in the Weibo social networking platform.Compared to the doctors who could only be captured in the "doctor-patient relationship" and "injury medical incident" before the outbreak,the image of doctors was highlighted on microblogs.Based on the content analysis and corpus discourse analysis of Weibo from January to April 2020,this study examines the image of doctors in the initial stage of the new crown epidemic and the specific presentation of different identity roles,and compares the image and characteristics of doctors in the microblogs of official certified publishers,individual certified publishers and uncertified publishers,so as to form a more comprehensive review of the image of doctors in microblogs.This study found that the image of doctors has multi-identity,rich,layered characteristics.Multi-identity "refers to the presentation of professional identity,social identity and family identity;" richness "is reflected not only in the richness and diversity of the image of doctors,but also in the rich image perspective created by" multicommunicators "in the era of social media;" stratification "is reflected in the image of doctors presented by publishers of different attributes,with the tendency of stratification of" official "and" folk ",both of which are based on the same values and have resonant effects in the field of public opinion.The image of doctors in Weibo is closer to the objective world,but in the "flow first" social media era,the image of doctors in Weibo may deviate from the objective world,so it presents a complex reality.