Research On The Media Image Of Doctors In The Beijing News

In 2009,The highly anticipated new medical reform is officially implemented and the medical and health care industry ushered in rapid development.During the decade,with the introduction of relevant supporting medical policies,the expansion of medical services,the advancement of medical technology and other realistic changes,some new situations and new issues have emerged in the presentation of the image of doctors in the media.This thesis explores the construction of the image of doctors in the Beijing News in the context of ten years of new medical reform.Based on media reproduction theory,this paper uses textual analysis and content analysis to explore the current situation and characteristics of the media image of doctors reported in the Beijing News.The research results are combined with previous research results,to define the concepts and contents of the study of the media image of doctors in the Beijing News,and to select reports on doctor-patient disputes,incidents of injury to doctors,groups of doctors,typical figures and commentaries in the Beijing News from May 2009 to April 2019 as the research samples.Elements such as the number of reports,genre,length,theme,tendency,main sources of information and the type of hospital to which the reports belonged were collated and summarised.The study found that the image of doctors in the Beijing News was mainly presented in the following four categories: the "image of victims" in doctor-patient disputes,the "image of violating the law" in medical incidents,the "image of white angels" in great medical skills,the "controversial image" in the comments.Based on this in-depth analysis of the text,it is concluded that the imbalance in the choice of topics,the fragmented presentation of the media image of doctors,the lack of patients’ or families’ right to speak,and the lack of humanistic care for doctors are the main shortcomings of the coverage of the Beijing News.This article reflects on the problems in reporting,and suggests that the newspaper should give full play to its role as an agenda-setting media outlet,combine seriousness and humanity in its reporting,adhere to the principle of balanced sourcing,and maintain high-quality journalistic commentary.Through the study of the reports in the Beijing News,the aim is to explore the mechanism of media image building,so as to better play the role of mass media as a bridge and link between the real environment and the audience.