Research On The Influence Of Network Media On The Image Building Of Public Hospitals

With the rapidly development of the network,the network media in the information age has been transferred from a new media to a mainstream media,perhaps even beyond the traditional media in the public mind.The image of public hospitals on the network media has become more tabbed,more topically,and has more influences.Because public hospitals are part of social public utilities,have certain social welfare nature,so any issues caused by public hospitals can be categorized as public issues,this kind of problems can cause the public debate commonly,moreover,has significantly impact to build the image of public hospitals.From the literature and books searched by the author,most scholars in China researched image-shaping program from the perspective of hospital managers and seldom mentioned the influence of media.Even the studies of the hospital media image on the medical and health are mostly focused on the influence of traditional ways rather than Internet media.This article focus on analysis of the typical events that related to image-shaping of hospitals that has caused hot debate on the Internet in recent two years with the questionnaires on the effects of network media and defines the concept of the propagation property of Internet media and features of hospital image to find out the actual effects of Internet media on the image shaping of public hospitals.This paper mainly used the theory of "agenda setting" to analyze the influence of Internet media on the image shaping of public hospitals.And it raised some problems of current Internet media reports on public hospitals and puts forward some suggestions and reflections.What is the most creative point of this paper is that theory analysis on rising Internet media are combined with the media characteristics and new events,and this paper puts forward some suggestions and reflections,which hopes develop the Internet media on hospital image-shaping.