Virtual Intimacy And Empowerment Fantasy:the Influence And Reshaping Of Short Video Health Communication On The Relationship Between Doctors And Unde Diagnosis And Treatment Patients

Compared with other media forms,short video has an essential emphasis on interactivity and user participation.Therefore,short video health communication has a more direct impact on audience than newspaper,television,brochures and other way of health communication.Therefore,the impact and intervention of health communication on doctor-patient relationship,especially in the field of severe diseases,is also more significant at present.Through literature review,this paper sorts out the main problems of the current doctor-patient communication relationship in China in the traditional health communication environment.Based on this,this paper will focus on the innovation of short video on health communication and the reconstruction of cognition and behavior of short video health communication on both doctors and patients,so as to find the impact of short video health communication on doctor-patient relationship.In terms of research methods,this paper is based on the theory of technical empowerment and interpersonal communication,and adopts the basic questionnaire survey method,participatory observation method and in-depth interview method.Followers of medical accounts on the two mainstream platforms Kwai and Tiktok were used as samples to conduct random sampling surveys.The samples from three public hospitals in Shenyang were selected as the medical samples.At the same time,two middle-aged doctors with a daily attendance of more than 30 people and a professional age of more than 20 years,and three recent patients and their families were selected for in-depth interviews and participated in their offline treatment.Finally,it is found that the short video health communication has a high acceptance in the hospital,and plays a positive role in helping doctors perceive the demands and psychological state of the audience and patients;On the other hand,short video health communication has played a certain role in helping the public improve their impression of doctors and enhance the audience's awareness of the prevention and treatment of basic diseases,which makes the doctor-patient communication gradually change from the previous "paternalism" model to "consultation" and "informational".The role of the doctor is also changing in the process.Meanwhile,in view of the "primitiveness" and prominent commercial attributes of short videos themselves,they also bring risks such as confusion of subjects,frequent rumors,and insufficient content depth to the healthy dissemination of short videos.This also makes the "empowerment" effect brought by short video media technology to generate a certain imaginary sense of identity,which affects the effect of doctor-patient communication.Based on the sample survey,this paper conducts a basic quantitative analysis of the impact of short videos on the doctorpatient relationship.At the same time,by nature of the author's occupation,she can conduct participatory observation of the survey objects,which makes the conclusions of each stage more accurate,and provides more valuable reference.