To Break The "Magic" And To Be A "Mortal"

In the traditional media era,the media image of doctors is often constructed as"others",or "deified" as angels in white,who are supposed to help and save living beings.Or be "demonized" as unscrupulous quack,seeking only money.Even in the era of "We Media",the shaping of doctors’ media images is not lacking in flatness,pedigree and labeling.With the continuous development of short videos and social media,the group of doctors with microphones moved from the edge of the stage to the center step by step,opening the road of "self-shaping" media image,recording daily bits with the slogan of"real life" and "real self",and creating a group of "doctors web celebrity".Are the self-shaping media images of these "doctor web celebrity" different from the previous media images of doctors?If it is different,what will the media image look like?What causes it?Combined with the data of followers,thumb up,comments,reposts and so on,this study selected 200 videos from the top 10 personal doctor KOL accounts of Douyin short videos as the key research samples.The collected samples were coding and category construction from three aspects of content,production and theme,and the visualization processing and data analysis were conducted to draw the following conclusions:First,different from other media,Douyin’s personal doctor KOL not only shows the professional image of doctors emphasized in his image,but also actively reveals the life image of doctors in various aspects by virtue of the features of complete short videos,audio-visual,audio and painting,and quick and smooth transmission.Plus,most of them have millions or even tens of millions of fans,a good audience base,and a stronger spread power.Second,the media images of doctors in the personal doctor KOL videos of Douyin are often a combination of multiple roles,which are mainly manifested as the communicator of health science,the promoter of emotional communication,the sharer of medical stories and the defender of crushing rumors.Third,the use of visual rhetoric,sound landscape image,mirror image language construct technique,trill personal doctor class KOL strongly deducing the professional image,also emphasizes the idea of "the doctor is also ordinary people",is both a doctor media image rich connotation,also has drawn on a map their identity and image for a group of doctors media landscape provides reference material.Fourth,there are also many shortcomings in the media image of doctors shaped by Douyin’s personal doctor-like KOL.First,the homogeneity,fragmentation and droplets of information transmission damage the construction of doctors’ professional image.Secondly,the uneven media literacy of doctors’ KOLs hinders the spread of their media images.Thirdly,the acquisition of media visibility directly affects the presentation of the overall image of the doctor.The more attention the head doctor receives,the greater the threat of individual image to the overall image is.Last but not least,the self-shaping image is presented in one direction,which is lack of objectivity and weakens the long-term persuasiveness of its image.Fifth,Obviously,neither advantages nor defects can be attributed only to doctors themselves,but the result of multiple forces competing and acting.Through perspective reflection,this study believes that the crux of the problem is mainly reflected in four sets of contradictions:the habit of resorting to fragmentation of The Times and the dissemination of in-depth knowledge,technology empowerment and technology discrimination,capital assistance and capital control,seemingly support from all walks of life and actually each takes what he needs.In general,doctors who are equipped with the media have become a window for the public to understand the profession and life of doctors through self-talk.The self-shaping media image of doctors with more interest,warmth and feelings can also help to break the stereotype of the demonization of doctors by the public,and promote the professional identity of doctors and the correct understanding of doctors by the public.However,there is still a long way to go before the public’s prejudice against the image of doctors can be completely corrected.