削弱抑或促进:媒介使用与患者信任——兼论医疗环境中的媒介管理

Mass Media and Trust of Patients

大众传媒作为影响医患信任的重要因素,在以往的实证研究中还未得到足够重视。基于媒体偏见理论,利用中国综合社会调查(CGSS)2011年数据,分析媒介使用与我国患者信任的关系,可以发现:第一,我国患者信任呈现内部分化,抽象信任高,具体信任低,并且呈现较大的城乡差异,城市患者的信任水平更低。第二,医疗满意度对患者抽象信任和具体信任均具有非常重要的积极作用。第三,媒介使用对患者信任的影响具有复杂性,其对抽象信任和具体信任的作用效应不同,甚至相反。具体而言,在抽象信任上,传统媒体发挥正效应,新媒体发挥负效应;在具体信任上,传统媒体不具有显著作用,但新媒体具有一定的积极效应,这可能与在线寻医问药的兴起有关。因此,提升患者信任水平,还需进一步规范媒体环境,发挥好媒体的正效应,降低媒体的负效应。

The importance of mass media in doctor-patient relations has been underestimated.Based on the theory of media bias,our research investigates the relations between mass media and the trust of patients by analyzing the data of CGSS-2011.We have the following results.First,the trust of patients is heterogeneous:abstract trust is high while specific trust is low;besides,urban and rural areas differ greatly,and the former has a much lower trust level.Second,satisfaction with medical treatment plays an important role in both abstract and specific trust of patients.Third,the influence of media coverage on the trust of patients is complicated;for abstract trust,the traditional media plays a positive effect and new media a negative effect;for specific trust,traditional media does not have a significant effect while new media does,which may be explained by the increasing online medical consulting.