An Analysis Of The Construction Of Hospital’s Media Image Under The New Media Environmen

At present,the relationship between doctors and patients in our country tends to be tense,which is manifested in the frequent occurrence of various types of violence and injuries in doctors,the intensification of the crisis of trust between doctors and patients,the exuberance of doctors,and the growing emphasis on medical defense.This study takes three large hospitals in Shaanxi Province and several typical medical-related public opinion events that have attracted widespread attention in the society in recent years as examples,from the “positioning and practice of hospitals and medical personnel’s own media images,and the tendency of different media platforms to construct them."Three characteristics:characteristics," and "two kinds of typical reports: the construction of the media image of hospitals and medical personnel,and the insufficiency of the media image",proceeded with multidimensional deconstruction and investigation of discourse tendency and frame narration of media in hospital-related reports.The study found that hospitals and mainstream newspapers tend to describe the hospitals and advanced doctors’ advanced deeds(even intending to evade doctor-patient disputes and conflicts)to help the relationship between doctors and patients.The audience re-cognized and positioned the doctor-patient relationship.Compared with newspapers,Microblog has a more diversified image,and ordinary users mostly express opinions and appeals from the perspective of the real experience of medical treatment,and those innovative methods and typical stories that are in line with the law of news dissemination,are novel,and are close to the health of the general public.It is easier to get into the eyes of netizens.In addition,newspapers and Microblog have reflected and dealt with the development status of hospitals,doctors,and medical sciences.However,neither quantity nor depth needs to be strengthened.In the investigation of two types of typical reports: "medical disputes" and "advanced models," the study found that media mediations of doctor-patient disputes tend to be preemptive and catering to audiences,and are willing to serve as "packet companies" and conduct "media trials." In narrative,they tend to emphasize conflict,seek storylines,andperform one-sided attribution.In terms of communication effects,the author quoted the "First Cause Effect Theory" and "Suihua Theory" and so on,arguing that it has strengthened the medical and suffering "binary opposition" and interfered with normal medical activities.In typical reports,political orientation and ideological colors are too obvious.The plots and characters are highly characterized by the same characteristics.This kind of overly high,apotheistic,and stereotyped reporting,on the other hand,can easily cause the audience to have “aesthetic fatigue”.On the other hand,it is easy to bring about "ethical kidnapping" and excessive expectation for hospitals and medical personnel to think that medical omnipotence can not achieve the desired psychological effect.That is,doctors and nurses have medical errors and even moral mourning.Based on the above conclusions,this article combines the author’s experience in the medical system for the past six years,starting from the two levels of media and hospitals,and puts forward suggestions and considerations for carrying out multi-dimensional construction,correct understanding of media functions,and the role of new media.