危机传播语境下的医院文化输出——以抗击新冠肺炎疫情为例

The Output of Hospital Culture in the Context of Crisis Communication:A Case Study of Fighting Against COVID-19 Pandemic

新型冠状病毒肺炎疫情暴发使医院在承担疫情防控工作的同时,还要通过积极有效的宣传实现医院文化输出。以危机传播理论为基础,以抗击新冠肺炎疫情为例,探讨医院应对危机传播的特征。通过分析医院文化输出应遵守的传播原则,指出可通过突出医院个体性、与媒介有机融合、打造专家形象以及将危机传播融入日常文化建设等方式实现有效的文化输出,展现医院在承担医疗任务中所体现出的医学价值观。

During the Corona Virus Disease 2019(COVID-19)outbreak, the hospital must not only undertake the work of epidemic prevention and control, but also achieve its culture output through active and effective publicity.Based on the theory of crisis transmission, the article takes fighting against the COVID-19 as an example to discusses the characteristics of the hospital’s response to the crisis spread in a major public health emergency.By analyzing the communication principles that the culture output of hospitals should abide by, this article points out that effective cultural output can be achieved by highlighting the hospital’s individuality, integrating organically with the media, and building the experts brand as well as integrate the crisis communication into daily cultural construction to achieve effective cultural output, which proposes to show the medical values embodied by the hospital in undertaking medical tasks.