Media Strategies Of Responding To Intensified Doctor-patient Relationship Network Rumors

The doctor-patient relationship is a thorny issue in social contradictions and public issues, the doctor-patient conflicts, frequent occurrence of medical disputes in recent years, increasingly tense doctor-patient relationship. But since rumors combined with network, the transmission speed, transmission range, transmission, dissemination form has changed, producing great harm to build a harmonious doctor-patient relationship and the harmonious society. The doctor-patient relationship intensified type network rumor coping strategies, can be targeted to reduce the types of network rumors of doctor-patient relationship, and intensify the impact of to ease the doctor-patient relationship, get along harmonious doctor-patient environment provide a new perspective.From the perspective of social history, communication studies, this study on the doctor-patient relationship intensified the essence, source for the spread of Internet rumors, analyzes the influence of representative of the doctor-patient relationship become acute in recent Internet rumors of macroscopic field, the analysis of the transmission path, transmission characteristics, etc, to reveal the doctor-patient relationship type activation regularity and particularity of Internet rumors spread process, clarify in the rumors of controllable generation mechanism and propagation path set the type of Internet rumors the feasibility and necessity of media strategy.This research put forward:the prescriptions in the patient-doctor relationship intensified type network rumor at different stages of production and propagation should adopt different strategies to respond to the media. The incubation period:the prescriptions should have crisis consciousness and the concept of media, public information through the media to eliminate hidden crisis, the public opinion surveillance network rumors, preparing for the rumors of media contingency plans. Outbreak period:the prescriptions should be through the media to properly handle the doctor-patient demands of both sides; Using multimedia platform dredge network public opinion, rumours swiftly and effectively. Long tail-dissipating period:the prescriptions should be construction of public opinion through the media platform, repair prescriptions damaged image, damaged psychological persuation medical staff. Long tail-recurrence period:rational prescriptions shall invite the experts through the media "voice", break the conspiracy to silence, disintegration of rumors to detonate the value of public opinion.At present, the academic study of rumor, Internet rumors are relatively macroscopic, and the study of a specific kind of rumor is very few, especially about social hot spots, focus highlights social contradictions, easy to cause the social crisis and risk type network rumors of doctor-patient relationship. In comprehensive, on the basis of existing research, this study based on the doctor-patient relationship intensified the uniqueness of the Internet rumors, simulation and analysis of its spread process after the "tailored" media strategy is put forward, in order to cure the media strategy to provide valuable Suggestions.