The Research On The Media Image Construction Of "Doctor" From The Perspective Of Frame Analysis

Since ancient times,the doctor occupation has been its lofty image Xuanhujishi life-saving,cognitive.However,in recent years,with the development of China's medical system reform.Difficult to see a doctor,expensive medical problems become prominent social problems,health care reform has become the focus and difficulty.Compared to the past,people pay more attention to health care,and therefore will be more focused on the doctor of this group.In recent years,medical injury cases occurred frequently,the medical incidents also increased.Of course,there are a lot of negative reports about doctors who are irresponsible.In short,the relationship between doctors and patients increasingly tense.The news media,as a social device,has the responsibility to become a bridge between doctors and patients,alleviate the contradiction between doctors and patients,and promote the harmonious relationship between doctors and patients.From the point of view of network communication,it is of great significance to study the construction of doctor's image.In this paper,the author adopts the method of sampling to take the relevant reports of "doctor" and "doctor patient" in Sina as samples.By using the method of frame analysis,from the macro,meso and micro three levels,the analysis of the news media for the construction of the doctor's media image.In this paper,the author selects a sample of the news reports from January 1,2014 to in the past three years with "doctor" and "doctor patient" as keywords in the search of the.From the macro,meso and micro three levels of framework analysis.Through the analysis of various aspects of the reporting theme,news sources,coverage,reporting tendency,high-frequency words,news pictures etc..Analysis of the characteristics of the framework of "doctor".The study found that the media has constructed three dimensions of the doctor image "victim","negative image","positive image".And "positive image" as the main,and the negative image of the report showed a trend of reduction.Generally speaking,in the media related reports to the doctor,"doctor" the media image presents the positive,the diversification characteristic.Finally,on the basis of the data analysis,the author analyzes the causes of the "doctor" media image from three aspects: the disseminator frame,the audience frame and the environmental factors.For the future objective and fair presentation of the image of doctors to ease tension between doctors and patients to provide reference.