Self-construction And Social-construction Of Tao Yong’s Media Image From The Perspective Of Doctor-patient Disputes

On January 20 th,2020,a vicious violent medical injury incident occurred in Beijing Chaoyang Hospital,which resulted in three medical staff including Dr.Tao being injured.This incident quickly intensified the long-standing contradiction between doctors and patients.Afterwards,the recovery and psychological state of Tao Yong,the core party,received much attention.His attitude towards the incident of injured doctors and his cognition of the relationship between doctors and patients effectively eased the contradiction between doctors and patients to a certain extent.Therefore,it is necessary to further explore how to build the media image of doctors with the help of digital and intelligent new media communication platform,so as to repair the rift between doctors and patients.In this paper,the media image of Tao Yong is taken as a case study,and Tao Yong’s personal Weibo,mainstream media reports from Weibo and comments from netizens are taken as three different research objects.With the help of Python,a text mining tool,and Di Vo Miner,a content analysis software,this paper explores the media image of "Tao Yong" constructed by Tao Yong himself,mainstream media and netizens respectively,the construction path and the relationship among the three images.First,explore the self-construction of Tao Yong’s media image.By using text analysis method,the content theme and social role of Tao Yong’s personal blog "Beijing Ophthalmologist Tao Yong" in Weibo are coded,summarized and analyzed.It is found that Tao Yong,through the triple construction of credibility,affinity and communication power,focuses on its role as an ophthalmologist and public welfare disseminator,and with a small number of other social roles,deliberately avoids the negative image of medical trouble victims and advertising profit-seekers.Secondly,explore the mainstream media’s construction of Tao Yong’s media image.This paper analyzes the Weibo reports related to Tao Yong in the mainstream media,and finds that the mainstream media constructs Tao Yong as an "ordinary hero" image from the categories of reporting topics,tone,forms and sources,so as to consolidate the positive cognition of doctors in the social system and bridge the doctor-patient relationship.Finally,explore the construction of Tao Yong media image by netizens,and explore the relationship among the three images.Using the text analysis method,it is found that the image of Tao Yong perceived by netizens focuses on the victims of medical incidents,and the media image constructed by Tao Yong’s self-construction and mainstream media is reconstructed through empathy empowerment.The three images interweave with each other,construct each other circularly,repair the contradiction cracks between doctors and patients caused by negative events,and promote the harmonious development of doctor-patient relationship.