The Study On The Construction Of Doctors' Media Image

The relationship between the doctor and the patient has become increasingly tense in recent years, "medical trouble" or even "killing the doctor" incidents happen frequently,which not only deepen the doctor-patient contradictions but also attract the attention from the society to the doctor group. Mass media is an important way for people to access information and recognize society, people react to the real environment based on the information which obtained from the media. The image of doctors created by the media affect people's awareness of real-life doctors profoundly since the mass media has a great influence.This paper studies the image of doctors presented in network news reports. Different from the existing studies which take sampling method to obtain sample data, this article takes 2016 Sina news which has influence on the image of doctors as sample. In this way,we can not only see the image of doctors from a macro perspective, but also know the tendency of network news in shaping the image of doctors, and this is not covered by the previous research. This paper studies the media image of the doctors in the network news by using the content analysis method. This paper draws the following conclusions through data analysis about the image of doctors presented in the network news:(1)The network news tends to report doctors from positive stand;(2)The medical side is the main news source of news reports;(3)The network news mainly presents a positive image of doctors, and highlights the image of willing to sacrifice and enthusiastic rescue.(4)The network news shows highest degree of concern for doctors of the victim image, such news tends to report doctors as a vulnerable group.(5)The network news pays low attention to doctors' negative image, the same as doctors' daily image.In addition, this study also finds problems in the construction of doctors' image, the media has the following problems: some news reports lack authenticity; some network news lacks follow-up reports; the description of the situation often exaggerate the fact when network media sets the positive examples. Media practitioners often use exaggerated titles to attract readers' attention,but the content of the news is usually not related to the title. The medical side usually responds to the crisis with negative attitude,they do not pay attention to communication. Internet users' emotional expression lacks reason, and their evaluation of doctors changes with the case.The last part combines the theory of focus event and image restoration theory to propose a possible path to repair the doctors'image. To be specific,the government should deepen the reform of the system and improve the atmosphere of public opinion.The media should record the facts faithfully, and the reports should be objective and comprehensive. The hospital should pay attention to communication and publicity to safeguard their legitimate rights and interests. The public should enhance their media literacy, and make rational judgment.