| In the era of financial media,the emergence of new communication methods such as wechat,microblog,mobile app and Internet deconstructs the dominant position of traditional media.With the gradual increase in the number of network users,the scope of information dissemination and difusion of emerging media is becoming wider and wider,gradually forming a symbiotic situation of traditional media and emerging media.Since the release of the first microblog on July 22,2012,people’s daily microblog has been imperceptibly guiding the media agenda and audience agenda of other media on the basis of more and more rich content and more lively form,thus playing the role of public opinion guidance and social enlightenment.In the teeth of the storm of New Coronavirus,the medical staff were once again pushed to the cusp of the 2020.How to realize the transformation of image and how to realize it is the core problem we need to study.In this study,we mainly solve three problems:first,what is the reporting strategy of people’s daily microblog;second,how does people’s daily microblog set the medical agenda;third,what are the new characteristics of the medical media image and what are the changes.Due to the special status and function of people’s daily,the medical image presented by people’s daily is comprehensive and authoritative.Therefore,in the nine years from 2012 to 2020,through the establishment of construction week,we selected 116 samples for content analysis,from the report theme,discourse subject,release time,report form,emotional attitude and so on The analysis shows that the medical image actually reflects the role expectations of the state and society in different periods:from 2012 to 2013,the medical image is mainly the popularization of health knowledge;from 2014 to 2016,it is mainly the subordinate under the policy;from 2017 to 2019,it is mainly the social weak;in 2020,the medical image becomes a spiritual symbol.During the nine years,the reports focused on the positive images of medical staff,and created a medical image full of medical ethics and benevolence.In addition,New Coronavirus’s raging in 2020 has become the best opportunity to consolidate and sublimate the image of health care,and finally regard the image of health care as a spiritual symbol that symbolizes brightness and hope.Under the increasingly tense doctor-patient relationship,the positive image of health care presented in COVID-19 to a certain extent resolved the contradiction between doctors and patients,and improved the self-worth and social recognition of medical staff. |
