A Study On Doctor’s Media Image Under The Background Of China’s New Healthcare Reform

As a special but indispensable social group in China, doctors haven’t drawn much attention in the academic field of Journalism and Communication. Till now, we have seldom found the study focused on doctor’s media image, further on, any study on doctor’s media image under the background of China’s New Healthcare Reform hasn’t been found yet.This paper uses the literary analysis, questionnaire survey and in-depth interviews as the research methods to investigate the related problems. Relevant reports concerning doctors on People’s Daily and Modern Express from2006to2012, combining with questionnaires survey to medical doctors and social people, as well as in-depth interview with many people, lateral description and longitudinal comparison have been made on doctor’s media image before and after China’s New Healthcare Reform.The study shows that since the implement of China’s New Healthcare Reform, obvious advancement has been received on doctor’s media image by reporting more positive and diverse images. However, problems such as modeling, Sensationalism and ambiguity are still frequently found. Based on the frame theory of journalism, problems and causes on the construction of doctor’s media image have been analyzed. It is suggested that improvement be made from different angles. The government, the media, the journalists, the public and the doctors should make joint efforts to enhance the doctor’s media image, building on the momentum of China’s New Healthcare Reform.