其他摘要 | In recent years, the news of injured doctors and reports calling for attention to doctors are common, shaping the media image of vulnerable doctors such as the misunderstood weak and victims of violence. However, it remains to be seen whether such an image can help improve the doctor-patient relationship. In real life, the influence of media image may vary with the degree of individual involvement(i.e., the extent to which individuals perceive and relate to things related to their inner needs and experiences). This study divides individual involvement in medical treatment into enduring involvement (that is, the frequency of going to the hospital at ordinary times) and situational involvement (that is, the involvement in the medical treatment situation), and the degree of enduring involvement plays a major role in the daily life of the general population. The study investigates how this common vulnerable image of doctors affects public evaluations of doctors among individuals with different levels of involvement. Based on the Stereotype Content Model(SCM), this study examines the impact of the vulnerable image on three dimensions of doctor evaluation: competence evaluation, warmth evaluation, and morality evaluation, as well as the overall evaluation of doctors. Furthermore, it explores whether this image can indirectly affect trust in doctors through its impact on doctor evaluations.
Study 1 (N--492)used a questionnaire survey to find that the correlation between the browsing of vulnerable doctor's image and the stereotype and trust of the doctor showed an inverted U-shaped change with the increase of individual's enduring involvement. When individuals had low levels of enduring involvement, the frequency of browsing the vulnerable image of doctors was marginally positively correlated with doctor evaluation and significantly positively correlated with trust in doctors. Among individuals with average levels of enduring involvement, the frequency of browsing the vulnerable image of doctors was most strongly positively correlated with doctor evaluation and trust. However, when individuals had high levels of enduring involvement, there was no significant correlation between the frequency of browsing the vulnerable image of doctors and doctor evaluation or trust.
In study 2(N--710),a questionnaire experiment was used to further verify the causality. Individuals with different levels of enduring involvement were randomly asked to read a typical news article that portrayed the image of a vulnerable doctor or an irrelevant news article. The results showed that for individuals with low levels of enduring involvement, reading the vulnerable image of doctors had no significant impact on their overall doctor evaluation. However, for individuals with general levels of enduring involvement, reading the vulnerable image had the strongest positive effect on the evaluation of the doctor, and only for this group, the image of vulnerable doctors could indirectly affect the trust of doctors through its positive impact on doctor evaluation. For individuals with high levels of enduring involvement, the impact of reading the image on doctor evaluation was again not significant. Moreover, for hyper-involved individuals visiting hospitals, reading vulnerable images even had a significant negative impact on medical stereotypes. However, overall, the impression of doctors among the hyper-involved group was higher than that of other groups.
The first two studies showed that for individuals with moderate and low enduring involvement, the exposure of the image of the weak doctor could positively affect the medical evaluation, and the effect was improved with the increase of involvement. However, for individuals with high enduring involvement, the image of the weak doctor may have a negative impact. Therefore, in study 3 and study 4, individuals with low and medium-level enduring involvement (76.8%一92.6% of the general population without seeking medical treatment) were targeted, and the positive influence of the image of vulnerable doctors on the evualuation and trust in doctors was further enhanced by manipulating the situational involvement.
Study 3 included experiments 3a(N--405)and 3b(N--160),both of which were conducted by using the second /third person text to instruct the participants to imagine the medical situation to manipulate the situational involvement. The results showed that for individuals with low or medium level of enduring involvement, improving the degree of situational involvement could further improve the impact of vulnerable doctors' image reading on their evaluation and trust in the medical situation. In addition, in the high-situational involvement group of both experiments, the evaluation played an indirect role in mediating the relationship between the reading of the vulnerable image and the trust in doctors.
In study 4 CN--436),the typical vulnerable image news was added with content to enhance the perceived relevance of seeking treatment to improve the individual situational involvement. The results showed that for the individuals with medium and low enduring involvement, the vulnerable image news with content to improve the involvement had a stronger positive impact on the evaluation of the doctors, and further positively affected medical trust through the indirect effect of evaluation.
In general, study 1 and study 2 found that for individuals with different degrees of persistent involvement, the impact of vulnerable doctors' media image on medical evaluation showed an inverted U-shaped change. Study 3 and 4 further found that for the majority of individuals with low and medium enduring involvement in the population, the influence of vulnerable doctors' image could be improved by improving the situational involvement. The results expand the media image research in the field of doctor-patient, and have practical guiding significance for building a harmonious doctor-patient relationship by shaping the media image. |
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