Analysis On The Factors Affecting And Management Strategy Internet Public Opinion Transmission In The "Peking University Was Injured" Doctor-patient Relationship Under We Media Environment

In the report of the 19 th National Congress of the Communist Party of China,General Secretary Xi Jinping emphasized:the improvement of the medical system as an important focus for the protection of the people's livelihood.At the same time,it is necessary to adhere to the correct direction of public opinion,strengthen the construction of Internet content,and create a clear network space.This article takes2018 Sina Weibo "Peking University Hospital doctor was beaten" as a case to explore the coping strategies in the emergency of doctor-patient relationship in the media environment,actively guide the correct public opinion orientation,and promote social fairness and justice.The "Peking University Hospital doctor was beatena" incident is one of the representatives of doctors and patients in the past three years.It has caused heated discussion among netizens on Weibo.The first part of this paper intends to use the literature statistical method to conduct statistical research on the journals and academic works on the coping strategies of doctors and patients with emergencies at home and abroad,to sort out the influencing factors of medical emergencies in China,and to understand the media's response to doctors and patients.The latest research dynamics of the incident;the second part,based on the theory of life cycle theory,adopting the case analysis method,combined with the "Peking University Hospital doctor was beaten" incident,detailed analysis of the germination period,development period,growth period,outbreak period and In the five stages of the recession,public opinion spreads in six factors:the media environment,hospitals,doctors and patients,opinion leaders,netizens and the government,and explores the evolution of the network's public opinion.The third part summarizes the first two parts.Analyze and explore the development trend of online public opinion communication,and further propose corresponding countermeasures for the influencing factors of network public opinion transmission in medical emergencies,in order to make a contribution to improve the relationship between doctors and patients.In recent years,such as "Peking University Hospital doctor was beaten" have been endless,which is not conducive to building a good doctor-patient relationship.Governments,hospitals,and self-media organizations should take correct measures to deal with emergencies of doctors and patients,conduct correct public opinion guidanceand build a peaceful and harmonious society.