医患纠纷的网络报道-评论对受众对医信任倾向的影响与机制  

The Impact and Mechanism of Online Coverage-Comment on Doctor-Patient Dispute on Audience’s Tendency to Trust Doctors

作　　者：柴民权[1] 田倩倩 汪新建[2] Chai Minquan;Tian Qianqian;Wang Xinjian(Department of Management,Lanzhou University,Lanzhou,730000;Department of Social Psychology,Nankai University,Tianjin,300071)

机构地区：[1]兰州大学管理学院,兰州730000 [2]南开大学社会心理学系,天津300071

出　　处：《心理科学》2020年第6期1411-1417,共7页Journal of Psychological Science

基　　金：教育部哲学社会科学研究重大课题攻关项目(15JZD030);兰州大学中央高校基本科研业务费专项资金项目(17LZUJBWZY045)的资助。

摘　　要：研究通过2个实验,选取非医务工作者被试,考察网络媒体报道和在线评论对医患关系的影响机制。发现媒体报道方向、评论方向及评论内容的性质并不单独对受众的对医信任倾向产生显著影响。但三者的三重交互效应以及报道方向和评论内容性质的两重交互作用显著。具体而言,在正向报道条件下,尤其当评论方向为负向时,事实性的评论内容比情绪性的评论更能对受众的对医信任倾向产生消极影响。对于负向报道,阅读情绪性正向评论的被试比阅读情绪性中性评论的被试具有更高的对医信任倾向。研究结果发展了媒体传播理论和医患关系的社会舆论领域的研究,对于构建和谐医患关系具有实践指导意义。At present, the situation of doctor-patient relationship in China is not optimistic. Many scholars believe that media, especially the network media, have a profound impact on the perception of doctors. However, few scholars have studied the mechanism of the influence of netizens’ online comments on doctor-patient relationship, let alone the cross-influence of online media coverage and comments. Therefore, in order to clarify the mechanism of the influence of online media coverage on doctor-patient trust, two experiments were conducted to explore the cross-influence of the two on the audiences’ tendency of trust in doctors. Combined with relevant studies, we hypothesize that the media reporting direction, comment direction and comment content of doctor-patient disputes significantly affect the audience’s tendency to trust doctors, and the three also have a significant interactive effect on the audiences’ tendency to trust doctors.Two experiments using non-medical workers as subjects were conducted in this research. A three(coverage direction: positive/neutral/negative) × three(comment direction: positive/neutral/negative) between-subjects design was used in Experiment 1 which investigated the cross-influence of media coverage direction and network comment direction on the audiences’ tendency to trust doctors. Experiment 2 added variables(the nature of comment(factuality-emotion)) on the basis of Experiment 1 to further explore the relationship between the content of comments and the audiences’ trust in doctors. In both experiments, the subjects were randomly assigned to one experimental condition. In order to verify the authenticity of the experimental materials, we invited 30 students to conduct a pre-test, mainly to verify whether they doubted the authenticity of the experimental materials. The results showed that no one disbelieved those.The results of these two experiments showed that the direction of media reporting, the direction of comment and the nature of comment content did not affect the au

关 键 词：医患纠纷 报道方向 评论方向 评论性质 对医信任 

分 类 号：R197.323[医药卫生—卫生事业管理]