Doctor image on People's Daily Weibo and its impact on the doctor-patient relationship:content analysis (Preprint)
BACKGROUND Since the 2009 medical reform in China, the doctor-patient relationship seems to be an increasingly serious issue. And with the new media era, Weibo is one of the most important platforms for building the doctor image. However, no studies have focused on how China official media Weibo reports on doctor-patient issues. OBJECTIVE The aim of this study was to study the presentation of doctor image on People's Daily Weibo and how it affects the direction of the doctor-patient relationship. METHODS This study used a content analysis method and collected data from 01 January 2016 to 31 December 2018 on People's Daily Weibo. Through the characteristics, these postings were categorized into four-doctor images. RESULTS A total of 216 postings about the doctor image were collected on People's Daily Weibo. It was reported 122 postings on positive doctor image, up to 56%, while the number of negative doctor image postings is 15, accounting for only 7%. 44 postings about victim doctor image, accounting for 21%. There are about 25 medical disturbances. People’s Daily Weibo has reported 35 postings that have a neutral image of doctors, accounting for 16%. CONCLUSIONS People’s Daily Weibo has shaped four-doctor media images in the past three years. Moreover, it has mostly reported postings with a rigorous attitude, but some also exaggerate the facts leading to unreal. People’s Daily, the official Chinese media, actively embraces new media by using Weibo to shape doctor media images to influence the harmony of doctor-patient relationships.