Research On The Influence Factors And Communication Characteristics Of Doctor-related Weibo Posts In The Perspective Of Computational Communication

Nowadays,China's medical system is not robust,and the strained relations between doctors and patients is an important social problem.With the rapid popularization of social media,on Weibo there are many media publish doctor-related blog posts and express their opinions about doctor-related topics,which has great influence.Therefore,the spread of doctor-related blog posts on Weibo plays an important role in establishing a harmonious doctor-patient relationship.As background to this study,this study proposes two research problems.Firstly,this study hopes to explore which factors in Weibo will affect the communication effect of doctor-related blog posts,and secondly,this study tries to find out the communication characteristics of doctor-related blog posts in Weibo.Through the answer to the two questions,this study gives some suggestions to establish a harmonious doctor-patient relationship from the perspective of the media.Weibo is the most mainstream and influential social platform in China,and the hot searches on Weibo can reflect the topics with the most attention and influence.Therefore,this study chooses 122 doctor-related posts of hot searches on Weibo and 127,136 comments from 2017 to 2019 as research subjects.This study attempts to use methods of computational communication to calculate the correlation between the communication effect of doctor-related blog posts and the factors involved in the propagation process,as to explore which factors are related to the communication effect of doctor-related blog posts in Weibo.Weibo is a highly interactive platform,and users' comments on doctor-related blog posts are a good feedback of blog posts' communication characteristics.Therefore,this study conducted LDA topic model on the comments of doctor-related blog posts,as to find out the communication characteristics of doctor-related blog posts in Weibo.The study found that when doctors related blog posts were spread,the media type and influence,the emotional tendency of the spread content,and the opinion leaders in the comments would affect the communication effect.The type of doctor-related blog posts,the user's experience and gender of the Weibo will not affect the communication effect.At present,there are some characteristics of doctor-related blog posts on Weibo,such as horrible illustration,alleviation of negative stereotype on doctors,improvement of users' media literacy,and intervention of entertainment stars.