Study Of The Influence Of Mass Communication On Hospital Reputation Relationship

The papers concern news related of medical care and audiences ‘ attitude of the hospital image and mass communication effects as the main object of study to explore the influence of mass communication on hospital image. Firstly, On the basis of Literat ure Review, the study makes summary of the factors which effect audiences ‘ attitude toward the hospital. Second, we made self-questionnaire which has high quality and reliability. According to the questionnaire, we clarify the viewpoint of audiences including satisfaction to hospital, hospital experiences and the mass communication effects. At last, suggestions given from the view of media, laws and hospital administrator by this study.The study use data searching to summarize the media effects and the factors of hospital. Interview the audiences about the frequency of using mass media, get to know the feedback from audience about medical care news. Q uestionnaire named The Questionnaire on the Influence of Mass communication on hospital image was tested by the Scale reliability, validity. Spss19.0 was used for doing statistical analysis of 527 questionnaires:1 The questionnaire including four dimensions: media using, hospital facility, hospital experiences, effects of medical care news.2 There were favorable internal concordance coefficient, split- half reliability, content validity, construct validity in the ?The Questionnaire on the Influence of Mass communication on hospital image‘,which indicated that the questionnaire could used as an instrument for evaluating the influence of the hospital.3 Audiences with different ages and different education levels may be exposed of press in different ways and the impression of hospitals they have may also be differently. In general, the older and more less educ ated one person is, he or she may be more easily to be satisfied with his or her hospital experience. Moreover, more exposure of negative news on hospital may cause a person to be less satisfied with his hospital experience and more worried that whether the medical dispute cases could happen to him.4 For those interviewees who have relatives or friends in medical profession, it is found that they are more satisfied with their hospital experience and would more inclined to take objective view on negative ne ws related to medical care.This paper utilized method of empirical research, systematically analyzed how the mass communication influences hospital images which filled out the blankness in this field. The audiences tend to trust the mass media and therefore would be impacted by the mass communication. In addition, their views on hospital experience may also be influenced by their personal traits such as personal characteristics etc. At last, this paper proposed recommendations from two perspectives.