新媒体时代下“破窗效应”和“蝴蝶效应”对医疗机构的挑战与对策

Medical institutions challenged by＂Broken window effect＂and＂Butterfly effect＂ in the new media era and countermeasures

新媒体时代，在“破窗效应”和“蝴蝶效应”的作用下，虚假信息和负面信息给医患关系带来了严重的冲击。公众的从众心理和宣泄需要、网络信息发布与传播的随意性和监管与惩罚机制的缺失是导致“破窗效应”和“蝴蝶效应”形成的主要原因。医疗机构应高度重视新媒体，运用新媒体改善医患关系，利用新媒体发出声音，引导舆论，化解危机，营造宽松的社会环境和理性的舆论环境，促使医患关系回归正常。

False and negative information has brought forth serious impacts on doctor-patient relationship in the new media era as a result of＂Broken window effect＂ and＂Butterfly effect＂. The underlying reasons are herd mentality, the public＇s need to vent their discontent, the subjectivity of information distribution on the Internet and lack of proper supervision and punishment mechanism. Medical Institutions should pay special attention to the new media, leveraging it to improve doctor-patient relationship by making official voice, guiding public opinion, solving problems, and providing comfortable social environment and rational public opinion environment on the Internet.