The Role Of New Media Communication In The Reconstruction Of Doctors' Image

The continuous innovation and development of media technology has affected and changed the development pattern of the media.Many industries and fields have begun to use the new media platform for publicity and promotion.As the disseminator of news information,news media are also actively integrated into the environment,trying to join the new media environment,and to spread in a more network sense and closer to the expression of netizens Information.However,with the rise of social media represented by Sina Weibo in the Internet and the expansion of the popularity of the Internet in China,more and more people begin to choose a more convenient and free network platform to obtain news information.The audience of traditional media is gradually decreasing.At the same time,more and more microblog users are beginning to change from the role of ordinary users to the identity of communicators.Many social conflicts involving the vital interests of the public are highlighted in microblog,and even many social problems are solved through public discussion in microblog.Therefore,in the new media platform equipped with Internet technology,Sina microblog is enough to be a typical representative for discussion.In the transition period of social development in China,although the doctor-patient contradiction is not the most acute contradiction in China,the events about it are often the most heated topic in the public opinion field,which just shows the depth of public concern.As valuable news and social focus events,different media platforms in the Internet have different topics,expressions and channels of communication in the process of relevant news reports or information dissemination.From the perspective of "diachronic",they have changed to different degrees,especially between traditional mainstream media and self media The difference is especially obvious,which is very importantfor the reflection and construction of the relationship between doctors and patients,as well as the study of the media presentation of the image of TCM students involved in medical events.This paper is divided into three parts to discuss the process of remolding the media image of doctors in the current new media environment when different independent individuals in the doctor group make full use of social media to express their self-worth.First of all,based on the preliminary cognition of the topic,this paper combs the changes of doctor-patient relationship and doctor image in different periods of China,and analyzes the relationship between the characteristics of media development and doctor image in different periods.It summarizes that the changes of doctor image in China are divided into three main stages: the media image of "angel in white" in the era of "carrier standard" and the development of Internet The image of "black heart doctor" gradually increased in the early stage,and the image of "natural doctor" after the relatively mature media.Secondly,the article analyzes the different communication effects of traditional mainstream media and doctors from the media in simultaneous interpreting the image of doctors with sina micro-blog as the media platform.Taking the "Shanghai Renji Hospital Zhao Xiaojing incident" and "doctor Wang Guangfa's negative public opinion incident" and other medical incidents as an example,the paper further analyzes the positive and negative effects of the media in the network media platform.The persuasive effect of traditional mainstream media.Finally,from the perspective of the whole network media environment,taking the typical images of "Zhong Nanshan" and "Zhang Wenhong" as examples,the paper analyzes the role of doctor image in increasing the trust between doctors and patients and the harmonious and stable development of society after more diversified and three-dimensional.In the new media communication environment with microblog as an example,doctors' influence is reshaped into the natural image of grounding through their own expression in microblog,from the extremely positive image constructed by mainstream media and the extremely negative image in public discussion.In the process of the continuous development of human society,people's health environment is more and more complex,health problems are more and more prominent,and the society's dependence on doctors is more and more distinct,but the correct cognitive speed of doctors' profession is far slower than the development of the degree of dependence.In this process,the image of doctors presented by the media deeply affects the audience's cognition.Therefore,this paper concludes that in the new media environment,traditional mainstream media should check the relationship between news value and social value,and doctors' self-Media should also seek a good combination with traditional mainstream media to maintain the image of doctors in the direction of social development.