Research On The Media Image Presentation Of Rural Doctors On People’s Daily Online

Rural areas are an important foundation for China’s economic and social development,and rural health work has always been the focus of national attention.On October 18,2017,the report of the 19th National Congress of the Communist Party of China proposed the strategy of rural revitalization,and the issue of "three rural areas" became the top priority of the whole party’s work.In 2021,with the comprehensive victory of China’s poverty alleviation battle,the focus of the "three rural areas" work gradually shifted to comprehensively promoting rural revitalization.However,returning to poverty due to illness and causing poverty due to illness is still an important issue that cannot be ignored in the process of rural revitalization.As the health "gatekeeper" of rural residents,rural doctors are an important force for rural revitalization.As an important party media website,People’s Daily Network bears important social responsibilities,and the media image of rural doctors created by it is of great significance to the construction of rural doctors and the development of rural grassroots medical and health undertakings.From the perspective of framework theory,this paper takes 463 reports on rural doctors from October 18,2017 to October 18,2022 as the research object,and uses the content analysis method to explore the media image construction process and presentation characteristics of rural doctors.The study found that the image of rural doctors created by People’s Network is mainly positive and neutral,including seven types of media images: adherents of primary medical care,beneficiaries of policy initiatives,retrograde people fighting the epidemic,self-improvement progressives,moral character setters,transformationists under the wave of medical reform,and young village doctors who dedicate their youth.In view of the construction of the media image of rural doctors on People’s Network,this study believes that there are single forms of expression and insufficient exploration of media integration innovation.There are few in-depth reports,and the value of social governance cannot be highlighted;The focus of the report is on the "apotheosis" of the image of rural doctors;The discourse subject is unbalanced,and the attention of young village doctors is low.In this regard,this paper puts forward the optimization opinions of People’s Network on the construction of rural doctors’ media image: strengthen media integration and enrich reporting forms;Give full play to traditional advantages and deepen in-depth reporting;Broaden reporting topics and create a pluralistic image;Attach importance to young village doctors and show the power of youth,in order to provide reference and reference for future media coverage of rural doctors.