【作者】 李婷；

【导师】 张帜； 陈成智；

【作者基本信息】 海南师范大学 ， 新闻与传播（专业学位）， 2025， 硕士

【摘要】 医生通常被赞为生命的守护者,随着社会医疗需求的日益增长和健康观念的深入人心,社会各界愈发聚焦医生这一群体。信息传播速度的加快及网络技术的普及,大众媒体已然成为人们了解医疗行业的关键窗口。媒体对医生的报道塑造了医生媒介形象,这些形象往往被公众当作真实写照,而公众对医生这一形象的认识还直接影响了医患关系的和谐与否,所以,本研究具有其现实意义。本文倾向于现状研究,将样本的时间跨度聚焦于后疫情时代,经过新冠疫情,公众对医疗行业和医生的认知和期望也在发生改变,选取《新京报》和《人民日报》2022年12月9日到2024年10月的相关报道为研究样本。通过内容分析与话语特征分析,重点剖析媒体构建了何种医生媒介形象。再基于问卷调查法,系统梳理社会公众对医生群体的社会认知,对比分析媒体塑造的医生媒介形象与实际社会认知之间的偏差,并从认知偏差的成因机制及社会影响维度出发,提出构建医生媒介形象优化的策略框架。研究发现,大众媒体主要塑造了四种医生媒介形象,即救死扶伤的“白衣天使”、玩忽职守的“庸医”、医患矛盾焦点中的群体和政策法规约束下的从业者。通过对问卷调查的分析,可总结出四种医生的社会形象:医术与医德兼具的正面形象、处于舆论审视下的复杂形象、工作负荷与社会地位并存的形象、职业吸引力待提升的形象。对比发现,两者之间存在一定程度上的差异,进一步探析原因及影响,从多个维度为医生媒介形象的重塑提出意见,以望公正客观地塑造医生媒介形象,努力促进医疗行业的健康发展、医患关系的和谐稳定以及社会整体的和谐进步。更多还原

【Abstract】 Doctors are often praised as the guardians of life.With the increasing demand for medical care in society and the deepening of health concepts,all sectors of society are increasingly focusing on doctors.With the acceleration of information dissemination and the popularization of network technology,mass media has become a key window for people to understand the medical industry.The media’s portrayal of doctors shapes their media image,which is often perceived by the public as a true reflection.The public’s perception of this image directly affects the harmony of the doctor-patient relationship.Therefore,this study has practical significance.This article tends to focus on the current situation,and the time span of the sample is focused on the post-pandemic era.After the COVID-19 pandemic,the public’s perception and expectations of the medical industry and doctors have also changed.The relevant reports of the Beijing News and People’s Daily from December9,2022 to October 2024 are selected as the research samples.Through content analysis and discourse analysis,we focus on analyzing what kind of doctor media image the media has constructed.Based on the questionnaire survey method,this study systematically combs the social cognition of the public towards the doctor group,compares and analyzes the deviation between the doctor media image shaped by the media and the actual social cognition,and proposes a strategic framework for optimizing the doctor media image from the perspectives of the causes and mechanisms of cognitive bias and social influence.The study found that the mass media mainly shaped four types of doctor media images,namely the"white angel"who saves lives and cures the sick,the"quack doctor"who neglects his duties,the group in the focus of doctor-patient conflicts,and the practitioners under the constraints of policies and regulations.Based on the analysis of the questionnaire survey,four types of social images of doctors can be summarized:a positive image of both medical skills and medical ethics,a complex image under public scrutiny,an image of work load and social status coexisting,and an image of professional attractiveness that needs to be improved.Upon comparison,it is found that there are certain differences between the two.Further exploration into the reasons and impacts is warranted to provide suggestions for the reshaping of the doctor’s media image from multiple dimensions.The aim is to create a fair and objective portrayal of the doctor’s media image,striving to promote the healthy development of the medical industry,the harmonious stability of the doctor-patient relationship,and the overall harmonious progress of society.更多还原