Strategies Of Public Opinion Response To Medical Emergencies Under The Background Of New Media

Medical care is an important part of the people’s livelihood,and medical emergencies also affect the most vulnerable nerves of people’s livelihood.With the rapid development of Internet technology,the emergence of new media has changed the mode and speed of information dissemination.The spread of public opinion of medical emergencies through the new media platform will have great influence on the medical field as well as the harmony and stability of the whole society.According to the theory of communication,the development stage of public opinion in medical emergencies under the background of new media and the characteristics of public opinion at different stages were analyzed.Taking Jiangsu Province as an example,the present situation and predicament of coping with the public opinion of medical emergencies in Jiangsu Province was analyzed.Taking the two cases of kidney loss at the Affiliated Hospital of Xuzhou Medical University in 2016,and the case of expired vaccines of Jinhu County in 2019 as two examples of typical medical emergencies in Jiangsu Province,the development process of public opinion in the two cases was reviewed and the causes of weak response to medical emergencies were analyzed.Based on the theories of public governance,crisis management,agenda setting and spiral of silence,combining with the analysis of public opinion response to two medical emergencies in Jiangsu Province,the strategy of dealing with medical emergencies under the background of new media in Jiangsu Province was put forward,and the roles and responsibilities of government,non-profit organizations and media in public opinion response were detailed.On the basis of establishing public trust,the government should improve the mechanism of public opinion monitoring and early warning in the latent period,actively respond to public opinions in the outbreak period,and establish the feedback mechanism of public opinions during the dissolving period.Non-profit organizations should pay attention to positive publicity and medical science popularization;meanwhile promote the media collaboration and play the role of media matrix.News media adhere to professional ethics and reject false news.As the medical opinion leaders in the field of public opinion,self-media should voice reasonable speech.