【作者】 王祎；

【导师】 严俊；

【作者基本信息】 吉林大学 ， 新闻与传播（专业学位）， 2018， 硕士

【摘要】 本研究以Web2.0时代为背景,审视医者的媒介形象经过社会、媒介等“黑化”之后,医者主动利用微博,为自我形象的重新建构探索新路径的过程。研究通过Python技术(Beta3.6.1)设定抓取参数,将目标样本确定为2016年、2017两个完整自然年期间医者的新浪微博内容。基于各方通过社交网络的微博交流,打破以往现实中医患交流的封闭模式,以及传统媒体对于信息源的绝对控制,通过自我建构,重塑形象,获得患者与普通受众“同情与理解”的过程,试图找出Web2.0时代媒介形象自我建构的新方式、新途径。并从医者媒介形象自我建构的实践过程研究中,探讨Web2.0时代医患关系、医者形象在网络空间的各种舆论呈现,从开始的不平衡到逐渐纠偏走向理性的过程,深究其中新闻素养缺失的社交现状,对社会公平正义有着积极的意义,对于探索信息时代医改发展的新路径具有一定现实借鉴意义。文章分为六个部分,第一章绪论部分主要从研究背景、目的及思路方法介绍研究主体框架,并通过国内外研究现状情况的梳理,为本研究做好理论基础。第二章主要介绍研究样本的确定过程。第三章主体分析了Web2.0时代医者从无声到有声的发展过程,是医者媒介形象建构的起点和社会背景。第四章为研究主体部分,笔者通过对医者微博内容的具体分析,从主体、内容、语言、方式等多个方面探索新浪微博平等、即时信息发布和获取的功能,以及为医者建构自我新的媒介形象提供丰富的渠道。公共卫生事件、医患冲突危机中医者有机会通过微博开展自我辩解,对舆论场域的错误观点进行了矫正和平衡,释放了医者的话语权,也为普通网民全方位感知医者工作提供了多个路径;同时给了医者更多渠道,把自己的专业技能服务于更多的普通公众,满足其对于医疗知识信息获取的基本需求,逐渐形成良性的互动机制,转变医者被扭曲的社会刻板印象,建构起医者具有亲和力、公信力的媒介形象特点,并发现其利用新的社交媒介路径更好地加强了自身形象建构的传播力、整合力及整体正面影响力,从而完成新的医者媒介形象的自我建构。第五章简要分析并找出现阶段医者媒介形象自我建构中,新浪等社交媒体中存在的部分现实问题及改进方法。第六章根据研究情况作以总结,完成医者媒介形象自我建构模型,并对未来研究作以展望。更多还原

【Abstract】 This study,based on the background of Web2.0 era,examines the media image of doctors after the smear of society and media,and finds that doctors take the initiative to use micro-blogging forms to explore new ways for the reconstruction of doctors ’ image.In this study,we set the grab parameters using Python technology(beta:3.6.1)to identify the target samples as the Sina Weibo content of the physicians for the two full natural years of 2016 and 2017.Based on the new communication mode of social network Weibo,doctors not only break the traditional closed mode of communication between doctors and patients,but also break the absolute control of information in traditional media.The author tries to find out the new way of self construction of the media image in Web2.0 times by studying the doctor’s image and acquiring the process of "compassion and understanding" between the patient and the general audience.From the study of the practice process of the self construction of the doctor’s media image,the author explores the Web2.0 of the doctor-patient relationship and the image of doctors in the network space.This process is roughly the beginning of the imbalance to gradually rectify,and then to the process of rationality.By probing into the social situation of the lack of journalistic literacy in the above process,this paper has a positive meaning to social justice,which has some practical significance for exploring the new path of medical reform and development in the information age.The first chapter of this study introduces the main frame from the research background,the purpose and the way of thinking,and through the domestic and foreign research status quo,to do a good job of theoretical basis for this study.The second chapter mainly introduces the process of determining the sample.The third chapter analyzes the development process of doctors from silent to sound in the Web2.0 era,and analyzes the starting point and social background of the construction of the doctor’s media image.The fourth chapter is the main part,the author through the specific analysis of the Doctor micro-blog content,from the subject,content,language,manner and other aspects of the micro-blog instant information dissemination and acquisition of the core functions,for the medical media image self construction has won wide attention.In public health affairs,doctor-patient conflict crisis,doctors have the opportunity to defend themselves through micro-blogging and to rectify and balance the erroneous views in the field of public opinion.It is found that under the background of releasing the doctor’s right of speech,it also provides multiple paths for the general users to realize the work of doctors.At the same time,this change gives doctors more channels to play their professional skills,to serve more general public,to meet the public’s access to medical knowledge information basic needs.In this trend,the doctor-patient shutdown gradually formed a benign interaction mechanism,to a certain extent,changed the doctors distorted social stereotypes,the establishment of a physician with affinity,credibility of the media image characteristics.Through the above analysis,it is found that doctors use the new social media path to strengthen the communication,integration and overall positive influence of their own image construction,thus completing the construction of new doctor’s media image.The fifth chapter briefly analyzes and finds out some realistic problems and improving methods in the social media such as micro-blogging in the present stage.The sixth chapter completes the model of the self construction of the doctor’s media image according to the research situation.更多还原