视觉叙事促进患方对医生群体的积极态度

Visual Narratives Promote Patients’Positive Attitudes Toward Doctors

以对医生群体的工作和生活状况调查为素材编制视觉叙事材料,探究视觉叙事对患方态度的影响及作用机制,并检验视觉叙事与传输策略的协同作用。结果发现:相比于只呈现言语文本,视觉叙事提高了被试对医生群体的积极态度,且情感激发和角色认同发挥了链式中介作用;在有视觉叙事的条件下,叙事策略下的传输效果显著高于分析策略。这些结果丰富了医方形象的建构策略,对建设良性医患关系具有启示作用与实践价值。

Materials of visual narratives were prepared based on surveys of Chinese doctors’working and living con-ditions to explore the effect and mechanism of visual narratives on patients’attitudes towards doctors and examine the synergistic effect between visual narra-tive and transportation strategy.The results showed that compared with the condition only presenting the verbal text,visual narratives significantly increased the participants’positive attitudes towards doctors,and emotion evoked and role identity played a chain mediating effect between the visual narratives and the patients’positive attitudes.When presenting the vi-sual narrative,matching the corresponding narrative strategy could improve the transportation effect than the analysis strategy.These discoveries enrich the construction strategy of the doctor’s image and have implications and practical value for building a benign doctor-patient relationship.