A Study Of Mainstream Media’s Construction Of Medical Staffs’ Images Through The Tik Tok Short Video Platform

In the first half of 2020,there was this news on Weibo "Three killers executed in 3months! May there be no more wounded doctors!".The conflict between doctors and patients has always been a hot topic for us,and it may be a small news event that will attract a lot of coverage and continuous tracking by some news media.With the development of new media and mobile Internet,many new forms of media have emerged,short videos are emerging rapidly and accumulating a large number of users,mainstream media are also actively trying to integrate media,Tik Tok as the short video has the largest number of short video users,mainstream media have also been stationed in Tik Tok,opening accounts,mainstream media have a certain role in guiding public opinion in reporting the construction of the image of medical personnel.What kind of image of health care workers is constructed by mainstream media in short video platform? Does mainstream media still have a strong agenda-setting effect on the public?This study analyzes whether the mainstream media still have a strong agenda-setting effect in the new media era through the Tik Tok short video report,and if so,provides strategies for other media to make better use of short videos,and if not,analyzes the specific reasons.Based on agenda-setting theory,this study explores the fundamental question of whether the media agenda and the public agenda are consistent in terms of both substantive and emotional attributes from the second level,i.e.,attribute agenda setting.In the media agenda analysis,Tik Tok,which has a large user base,was used as the main object of analysis.By collecting the reports related to healthcare workers published by three mainstream media on Tik Tok as samples,the media attribute agenda was compiled through the content analysis method to study what kind of images of healthcare workers were constructed by the media in the short video reports.Then,public opinions were collected using a questionnaire method to analyze the public attribute agenda regarding the image of healthcare workers.Through hypothesis testing,the correlation between media attribute agenda and public attribute agenda was verified,and the effect of agenda setting of media about the image construction of healthcare workers was explored.Finally,we explore the strategies that produce the effect of media agenda-setting in short video reports,or the reasons why they do not produce the effect,discover the shortcomings,and give the media relevant suggestions.Through the study,it was found that the media constructed images of medical and nursing personnel,the substantive attributes are roughly divided into three categories:the image of white angel doctors who are dedicated to their work,responsible and responsible for saving lives;the image of doctors who are kind,lovable and persistent in their personal character;and the image of heroes who have great love,selfless devotion and bravery and fearlessness in their spirit.Emotional attributes of awe,heart warmth,gratitude and heartache are the main emotions conveyed by the media.The public constructs the image of medical personnel as dedicated,saving lives,white angel,rigorous,responsible,great love and brave and fearless;emotionally mainly understanding,gratitude,heart warming,greatness,happiness,awe,heartache and becoming a spiritual support.Through hypothesis verification,a correlation was found between the media-constructed image of healthcare professionals and the public-constructed image of healthcare professionals in the Tik Tok short video platform.Also,the more frequently the audience was exposed to media,the more the attribute characteristics highlighted by media on the image of healthcare professionals were consolidated or strengthened on the audience side.Audiences who are frequently exposed to media have higher identification with positive attributes and lower identification with negative attributes than audiences who are not frequently exposed to media,indicating that media,to a certain extent,serve to reinforce positive attributes and weaken negative attributes.The study found that the mainstream media can generate better agenda-setting effects by using music rendering to empathize with the public,getting closer to reality and deepening existing perceptions,and applying multiple information symbols to enhance visual perceptions,but there are shortcomings in the "shallow consciousness" of short videos,the counterproductive effect of rigid emotional rendering,and the limitations of reporting perspectives to deepen the "mimetic environment".