Content Analysis Of Doctors' Image In Network-related Medical Reports

With the continuous evolution of the marketization of the medical industry and the development of new media networks,network-related medical reports have undergone significant changes.The speed of news dissemination has increased rapidly,the subject of the report has been continuously enriched,and the influence of the report has been expanding.For example,the sensational "Yu Lin maternity jumping event","Beijing Jishuitan Hospital doctors and patients exchange incidents","Peking University obstetrics and gynecologists were beaten by patients".The coverage of each incident lasted for a week or even more than half a month.There were more than 3,000 reports on the three event portals and tens of thousands of posts on Weibo.It is rare to have such a long-lasting and massive news events in today's short and fast information age.These cases reflect the importance that society attaches to the topic of doctors and patients.However,in recent years,there have been some problems in the network medical reports.The most notable one is the large number of reports on the extreme and negative of doctors in the medical reports.As for the image of the doctor in the overall medical report,is it a reasonable phenomenon that a large number of extreme negative reports are reported? What problems exist in the report,and how should we solve the existing problems? These need to do a lot of data statistics based on a platform,using the theoretical analysis of communication data,in order to give a scientific and reasonable solution.This research is based on the background of the new media booming and big data,based on the "framework" theory.Through the news framework pointed out by the communication scholar Pan Zhong Party(news routine,social system,personal ideology of journalists,etc.),the application in news reports is mainly reflected in the title,lead,paragraph or keyword of news reports.To the content of news reports.Through the statistics of the three-year Tencent News-related medical incidents,the content analysis method found that the current medical reports mainly reported the negative image of doctors,the doctors' image was complicated and contradictory,and the news reports were biased and unfinished.The title party and many other issues.In response to these problems,I adopted the five strategic methods of Bennett's imagerestoration theory(denial,evading responsibility,reducing hostility,reinstating,and blaming).This research takes Tencent News as the target media,and as the new media platform ranked first in domestic users,it will fully exert the interactivity and timeliness of new media.Every report on its platform has caused great concern and discussion,and the opinions in the report tend to influence public opinion.Based on the 2289doctor-patient reports disseminated in Tencent News from 2016 to 2018,the surveyed themes,report protagonists,and report attribute categories to discover the topic of the report in the network-related medical reports.In 1862 articles,the main protagonist was946 doctors and nurses,and the report attribute was 886 articles based on negative reports.At the same time,in the past three years,the number of network-related medical reports has been increasing,and there has been a lack of authenticity of news reports in the construction of doctors' images,the frequent occurrence of news reports,"headline parties",and incomplete news.Aspects;the hospital and doctors have aphasia public relations in the doctor's image construction,lack of effective communication with patients and the media.As a news portal,Tencent News inevitably has many problems based on its own spontaneity and interactivity.However,as a society with extremely important and special occupations,its scientific and correct image should be jointly maintained by the hospital,doctors and the media.Through the image restoration theory of Bennett,this paper believes that the following measures should be taken: the first strategy denies,the hospital first denies the media incorrect report under the real situation;the third strategy reduces hostility,and the hospital and doctors should actively respond,Give solutions immediately,compensate patients or clarify responsibilities to prevent further intensification of conflicts.The media should reduce the wrong communication behavior,and control the scope and extent of the communication to a reasonable scope.The fourth strategy is to ask the government to give legal and legal protection,the hospital to establish guidelines,the doctor strictly abide by the medical practice;the fifth strategy is self-blame,The hospital,doctors,and the media have made a serious report on the truth of the incident.After the division of responsibilities is clearly defined,the doctors and patients will be fully reported and reviewed.Through these measures,it is possible to establish a doctor's image correctly and scientifically in medical reports,to create a healthy relationship between doctors and patients,and to maintain social harmony and stability.