Media Presentation Of The Issue Of Physician-patient Relations And Its Impact On The Audience’s Awareness

2012is the fifth year of the implementation of China’s new medical reform; toaddress the problem that the medical treatment is difficult and expensive, our countryissued a series of medical reform policy including “Guidance on the Reform of PilotPublic Hospitals”, about which the public are highly concerned. The implementationof new health medical reform slightly eases the problem that the medical treatment isdifficult and expensive, but news about the physician-patient relationship is still a hottopic in2012. Hot events in medical field such as that a pregnant woman’s anus issewn,“0.8Yuan Gate” of megacolon of newborn, injury of a physician by violence inthe first hospital of Ha’erbin Medical University, affect the nerves of the public;medical conflicts and the complexity of serious physician-patient relationship makethe physician-patient disputes more and more intensified. In the current situation, byanalyzing128cases of physician-patient news reports and an interview on10respondents, the author expects to show what a kind of physician-patient relationshipthose physician-patient news reports build, how physicians and patients view newsreports about physician-patient disputes, the physician-patient disputes the reportedcognitive How; what an effect the cognitive psychology has on physicians’professional attitude and patients’ trust in the health care system.First, it can be seen from an analysis on the contents, the media cannot makecomprehensive and balanced presentation of physician-patient issues; most of reportsare negative news and physician-patient disputes and medical incidents occupy themajority of reports about physician-patient relationship by news media. In negativereports, physicians on the site are seldom interviewed, and thus physicians lose theright to speak and have no opportunity to explain and clarify, so the tarnished image cannot be repaired; in fact, they are not the strong social group in the traditionalconcept.Second, through analysis on the texts of three typical cases of news reports, itcan be found that the media put focus on the criticizing of qualifications and medicalethics of physicians, thus leaving the stereotype to the audience that physicians maymake a breach of professional conduct in order to obtain improper benefits, whichfurther deepens the contradiction between physicians and patients.Through deep interviews on six physicians and four patients, the author makesfurther exploration about how reports about physician-patient relationship affect theaudience’ awareness.10respondents all have an active tendency to read the newsabout the physician-patient type. Research finds that reports about thephysician-patient relationship is made negative interpretation and cognition by theaudience; physicians generate suspicion and resentment about reports about thephysician-patient relationship, while after patients have contacts with these reportsabout physician-patient relationship, they may fear physicians and hospitals,exacerbating the sense of mistrust between physicians and patients.In short, the media’s reports about medical dispute affect the audience and becomefactors that break the parties’ trust. Media affect the sense of uncertainty and theextent of fear of patients and also affect the medical staff’s self-efficacy who generatedoubts about the occupation and have many precautions to patients, and finally form aconservative and negative attitude.