媒体中的医方形象及其对医患信任的影响

Image of Medical Personnel in News Media and Its Influence on Doctor-Patient Trust

作为医患沟通的桥梁之一,媒体在塑造医患关系和建构医方形象方面扮演着重要角色。我国媒体中的医方形象在不同的社会历史时期表现出不同的特征。新媒体环境下,传统媒体和自媒体形态在医方形象塑造策略上有共性也有不同。社交新媒体的大规模应用使报道诉求更加多元化,医方形象的构建呈现出多维特征。媒体为追求新闻价值和迎合大众心理,可能选择新闻来源、采取有偏好的立场选择和叙事框架,从而在医疗报道中呈现出负面的医方形象。媒体的放大和传播功能使得医患消极刻板印象得到强化,直接破坏医患关系和医患信任。改善医方形象,缓和医患关系和建立医患信任,需要媒体、公众、患方和医方都要做出各自的努力,从而带动和谐医患关系的生成。

As one of the channels for the communication between doctors and patients, news media play an important role in building doctor-patient relationship and constructing the public image for the medical personnel. The images of medical personnel in China show different characteristics in different historical periods. In a new media environment, traditional news media and self-media have similarities as well as differences in constructing the public image of medical personnel. The expansive use of new social media has led to the multiplicity of media images. Broadly speaking, news media present a negative image of medical personnel in medical reports： due to their pursuit of newsworthiness and their effort to meet the public psychological expectation, they tend to intentionally select news sources and subjectively adopt their narrative frameworks. News media have helped create the negative stereotypes of the relationship between doctors and patients, which are so reinforced that both doctor-patient relationship and doctor-patient trust are highly damaged. News media, the public, the patients and the doctors ought to work together devotedly so as to construct a more positive image of the medical personnel, ease the tension in doctor-patient relationship and improve doctor-patient trust. Only in this way can a harmonious doctor-patient relationship be promoted and expected.