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谢伏瞻
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    2012年医疗舆情年度报告

    摘要

    近年来,医疗业问题引发社会热点舆情不断。本研究梳理了2010~2012年149起影响较大的医疗舆情事件,从整体特点、传播特点、舆情应对等方面重点对2012年医疗舆情进行了分析,并就医患暴力冲突、药品问题、医方话语不当、医疗政策等医疗热点话题,归纳了医疗舆情事件的特性、传播周期和媒体呈现等特点,提出如下建议:完善医院新闻发言人制度,进行常规性新闻发布;重视医疗领域意见领袖,完善第三方调解机制;分阶段分层级发布信息,保持内容和口径的一致;注重科学传播,警惕媒体报道风险,提升公众媒介素养。 <<
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    Abstract

    In recent years,healthcare issues arouse a social hot spot of public opinion frequently.This report devoted to analyzing medical public opinion in 2012 from summarizing the characteristics of 149 cases in 2010-2012 as regards overall rules,release channel,reveals specific feature these factors in medical public opinion events.It focused on hot topics including patient-doctor violence,drug matters,improper speeches and deeds of hospital,health policy and so on.It provided a summary that municipal government should be the main place to release information and cope with public opinion,and timeliness,systematization,delamination should be taken into account.Meanwhile,new media and traditional media play a double role.This report is conclude with the following suggestions:(1) improve the system of hospital spokesman and the regular press conference,(2) pay attention to opinion leaders in medical areas and perfect the third party mediation mechanism,(3)publish information on the layer classification in stages and keep consistent information content,(4) strengthen the science communication ,media coverage and public media literacy. <<
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    作者简介
    高云微:上海交通大学舆情研究实验室舆情研究分析人员
    王凤皎:作者系华东师范大学传播学院硕士研究生
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