Research On Self-Presentation Of Internet Celebrity Doctors In The Context Of Social Media Communication

In the era of national health,the public’s awareness of health preservation has generally increased,which has promoted the vigorous development of the Internet healthcare industry.More and more doctors within the system are going online,using the Douyin platform to actively present their self-image and expand their online reputation to become professional opinion leaders.From the perspective of Dramatization theory,this research regards Douyin as the "front-end" of performance,Through content analysis,in-depth interviews and other research methods,the self-presentation behavior of Douyin Internet celebrity doctors is studied,and its presentation types and basics are investigated feature.Through research,it is concluded that the content of the Douyin presentations of the Internet celebrity doctors are mainly divided into:sharing and receiving cases;exhibition and recording of the daily work of the hospital;chatting about leisure and daily life;popular science and health knowledge,etc.At the same time,its individual presentation behavior demonstrates the basic characteristics of personality shaping under impression management,blurred front and back boundaries,deep cultivation of vertical content,and creation of personal IP to strengthen user retention.On this basis,combined with interviews with some doctors,it explained the motivation of Douyin doctors’self-presentation from two aspects:internal psychological factors and external environment.Among them,the psychological level stems from the needs of seeking value recognition,conveying health concepts,image promotion and shaping;the external environment is attributed to the improvement of the "Internet+medical" policy,the push effect of the Douyin platform,and commercialization.Realization of knowledge.Reflecting on the above research results,it is found that in the presentation process of the doctor group,although they are gradually moving closer to the direction of quality and originality and have a strong sense of self-expression,they also expose some potential problems:such as stereotyped template and homogenization;interaction lags,the emotional connection is weakened;the popularization of science is not rigorous,and the credibility is questioned;commercial goods bring hidden medical risks and so on.This research starts from the three levels of individual doctor performers.Douyin platform and users,and proposes a multi-agent optimization path for the self-presentation of Douyin doctors.For individual doctors,they need to be cautious about "performing",consolidate professional foundations,and improve the practicability of popular science;expand "backstage" presentation,avoid homogenization with account characteristics;actively interact to increase fan stickiness;and reasonably sign MCN institutions and systematically plan the doctor brand.At the platform level,it is necessary to further strengthen standardized management and disposal mechanisms,improve the real-time monitoring system in the medical and health field,increase punishment for violations,and crack down on false medical propaganda.Finally,Douyin users should also improve their rational screening ability and media literacy in a timely manner,and build trust on the basis of confirming the truthfulness and science of science popularization.Through the above suggestions,we strive to provide thinking and reference for the healthy and orderly development of the Internet medical field and the optimization of the presentation effect of the doctor group.