A Study On Doctor's Media Image Under The Background Of China's New Healthcare Reform

Since the reform and opening up,China's political,economic,cultural,social and other aspects of the changes are very significant.As an important part of this big change,the reform of the health care industry is also a hot issue of the whole society and the people's livelihood.With the continuous deepening of reform and,the further development of the market economy,The development level of medical and health services are not adapted to the demands of the people's health and economic and social development requirements.For a time,the phenomenon of corruption of medical ethics emerge a lot,,medical accidents also occur frequently,doctor-patient relationship,becoming more tense.The government began to organize forces to study and explore the reform of medical and health services,and started a new round of medical system reform in 2009..In the 6 years of the implementation of the new medical reform,China's health care system has changed significantly,the government coming back to the health care system.The new medical reform constructed a "basic system construction" which create a precedent for the future,also has an important reference.to solve other people's livelihood issues.As the specific practice of the medical reform,doctors tend to be subjected to media on the cusp,related news to become the focus of social concern for people's livelihood.Under the background of marketization of medical system,Media reports of medical accidents and medical disputes in rendering and sensational,exacerbated by the contradiction between doctors and patients,resulting in doctors image in the hearts of the audience has demonized the tendency.In this context,many scholars began to pay attention to the investigation and study of the media reports on medical,In particular,it focuses on some media events related to the conflict between doctors and patients,discusses the media's inappropriate in the medical and health reports,and puts forward a better strategy for health care coverage.But this kind of research is limited to the specific media events,emphasis on the media coverage of the event,the field of vision is narrow.But the research of how to affect the media coverage,especially the media image construction of the media coverage is not enough.Ignore the impact of institutional change and historical factors on the "nature of the doctor"and "how doctors are constructed by the media".According to the process of medical system reform,Select the most authoritative newspaper media in HuBei,the<HuBei daily>,as an object of investigation and study.Starting from the social background of the new medical reform,.Select 2006,2003,and health care reform in 2012,2015,4 years,the doctor reports of a total of 793 samples,Through content analysis and literature research method,Made a more detailed longitudinal comparison and in-depth study,interpretation on he doctor image made in the media of the local party newspaper.The study found that,since the new medical reform,the proportion of the neutral image reported by the physician media increased significantly.And the local media showed the image of medical workers is mainly reflected in the field of work,Only a few of the typical positive reports will be involved in other areas of life and other aspects of the information,Lack of a comprehensive presentation of the physician group.Constantly strengthen the understanding of health care reform,in order to balance the report to build a harmonious relationship between doctors and patients,Constantly update the concept of the report,innovative reporting strategies,in order to present a diverse perspective and a variety of ways to show the media image of the doctor.