The Construction Of The Medical Image Of "People’s Daily" From The Perspective Of Anti-epidemic

At the end of 2019,with the outbreak of the new type of coronavirus pneumonia,the media’s attention to the medical and nursing groups was unprecedentedly high,and the image of the medical and nursing staff created by the media was also more positive.However,before that,news about the contradiction between doctors and patients has emerged in an endless stream.On the one hand,there are negative reports accusing the medical and nursing groups of bad behavior,and on the other hand,there are frequent incidents of "killing doctors".The contradiction between doctors and patients has become a social contradiction that cannot be solved.Mass media plays an important role in information dissemination and is the main way for people to understand the world.Mass media affects people’s image construction of medical and nursing groups,thus affecting people’s evaluation of medical and nursing groups.By influencing the audience,mass media ultimately reacts to the real environment.This paper selects the relevant reports on the medical and nursing groups in the graphic data of "People’s Daily" from January 20,2018 to January 20,2022,and uses content analysis and discourse analysis to study the media image of the medical and nursing groups.On the one hand,we can see the tendency of mainstream authoritative media to shape the medical and nursing groups,and on the other hand,we can analyze the changes in the reports of mainstream authoritative media before and after the outbreak of the new coronavirus pneumonia.By analyzing the content of relevant reports,it is found that People’s Daily has the following characteristics in shaping the image of medical care:1.In terms of the number of reports,after the outbreak of the epidemic,the People’s Daily reported more on medical and nursing groups;2.In terms of reporting genres,People’s Daily’s main reporting genres for medical and nursing groups are news,communications,in-depth reports,comments,pictures,etc.;3.In terms of reporting stance,People’s Daily mainly takes a positive stance on the medical and nursing groups;4.On the subject of the report,before the outbreak of the epidemic,People’s Daily mainly focused on various medical and nursing groups such as rural doctors and general practitioners.After the outbreak,the People’s Daily mainly focused on the general category of anti-epidemic medical and nursing groups;5.After sorting out the text,it is found that People’s Daily’s image construction of medical and nursing groups roughly includes six categories: fearless of life and death,persistence in dedication,superb medical skills,benevolence of doctors,boundless love,and need of help;6.After the outbreak of the new crown pneumonia,some changes have taken place in the construction of the image of doctors and nurses in People’s Daily.Mainly:the genre of news reports has changed from news-based to communication;the main body of reports has changed from various medical and nursing groups to "anti-epidemic medical and nursing groups";the position of news reports is more positive;news reports are based on objective statements.The propaganda color is more intense.Through discourse analysis of relevant reports,it is found that People’s Daily has the following characteristics in shaping the image of medical care:1.The title likes to use direct quotations and rhetorical devices;2.The image of doctors and nurses tends to use positive words;3.Use the third person to narrate;4.Narrative has the characteristics of mode and program.The characteristics of People’s Daily in the construction of the image of doctors and nurses are: official discourse clearly shows its reporting position;metaphors highlight the sense of urgency in fighting the epidemic;sticking "labels" presents a positive image;warm-hearted reports demonstrate humanistic care.During the epidemic of novel coronavirus pneumonia,People’s Daily’s positive image construction of the medical and nursing groups can not only provide a platform for the medical and nursing groups to communicate with the public,answer the public’s questions about epidemic prevention and control,and meet people’s needs for information acquisition,but also Alleviate the anxiety of the public,conduct social mobilization,and stabilize the social order;reshape the positive image of the medical and nursing groups to alleviate the contradiction between doctors and patients;practice the "four forces" to enhance the communication,guidance,influence and credibility of mainstream media;Good publicity about medical and nursing groups and tell stories about the fight against the epidemic.However,there are still many problems in the media’s image construction of medical and nursing groups.For example,the authenticity of news cannot be guaranteed,positive reports have created negative benefits,and the image of medical and nursing groups is single.In the construction of medical care,the government needs to create a good public opinion environment,the media must actively undertake social responsibilities,the public must improve media literacy,and as a medical and nursing group,they must take up the weapon of law to safeguard their legitimate rights and interests.