Research On The Guidance Function Of Chinese Medical Self-media Alliance

Since the 21 st century,the development of self-media technology has had a great impact on the operation of the whole society.There are many advantages in the self-media itself: the maturity of science and technology provides the premise and guarantee for the development of the self-media platform;Convenient operation mode reduces the entry threshold of self-media;The freedom of speech expression is favored by the majority of users,so that the redistribution of social discourse and the new layout of public opinion pattern have all changed greatly.In the medical health field,because of the medical understanding differences between the doctors and patients,high intensity of medical work leading to the insufficient doctor-patient communication,some negative effects brought by the medical disputes and medical reports,which prompted the doctor-patient relationship to a state of relative tension.how to deal with related medical opinion,guide the social public opinion toward the positive momentum to develop,becoming the field of legal rights,the medical and health field,and our news dissemination domain to concern and research as a hot topic.In view of this social background,Chinese medical self-media union was formally established in nantong,jiangsu province on October 29,2016,aims to build convenient and effective communication bridge between medical institutions,patients and medium;propaganda health science knowledge,ease the doctor-patient disputes,guide the medical opinions to the right direction,prompted the doctor-patient relationship more harmonious and orderly,power “healthy China” strategy.This paper from the perspective of communication studies,journalism,sociology,psychology and other related theory,based on the formation and development of the Chinese medical self-media alliance's local practice,under the background of the great age of the self-media environment,describes the Chinese medical alliance's present situation,and summarizes the Chinese medical alliance's characteristics,including the media itself has interactive,self-independence,decentralized characteristics,but also has its unique characteristics,including characteristics of specialization,public welfare and public opinion guide.At the same time,the paper also teneatively points out the medical alliance using the ways of persuading,public opinion agenda-setting and opinion leaders guide way to guide the public opinion.From three aspects: technology,effect and propaganda to illustrate the alliance advantages of consensus guidance in detail,and points out the problems in the process of public opinion guide: medical union source control weakening,WeChat public platform function development is not perfect enough and as a whole,the media attention and audience participation is uneven.Such as above problems,how to do a good job of public opinion guide for the medical alliance,the paper puts forward the feasible Suggestions: firstly,to set up their own public opinion monitoring system,intensify information control;Secondly,we must improve the quality of our Allies and intensify the development of WeChat platform.Third is to grasp the audience's complex psychology and strengthen the interaction with the audience.