Social issues hit the topic of medical treatment.

Original ｜ Chen Ying

In late August, the Liu Xiangfeng incident of the Xiangya Second Hospital attracted the attention of the entire network; on August 17, the woman was sent to the hot search by the two gauze news from her body after delivery. These two medical events have attracted widespread attention from mainstream media, doctors' personal accounts and commercial medical platforms. In the meantime, some people scientific science surgery operates and analyzes the cause of the incident, but some people touch fish and take the opportunity to bring rhythm.

Medical and health issues are often closely related to life and life and death. If you are not careful, you may turn over. The clot and elephant guild are blocked. Lilac Garden is banned.

When social issues and medical issues are superimposed, can the new media pay attention to hot spots when paying attention to such issues? How can I not roll over the hot spots?

In mid -August, Gu Yonghua, a member of the Chinese Records Association and the former secretary of the Secretariat of the Chinese Records Association, Zhao Anping, deputy editor -in -chief of the Health Times, Shi Linling, Executive Deputy Chairman and Secretary General of the Health Communication Working Committee of the Chinese Medical Association. Li Ying, executive member of the Communication Working Committee and chief expert of the media laboratory.

1. The environment of public opinion is complicated, and the new media is easy to turn over

At present, we are in a complicated network environment, massive Internet platforms, diversified user groups, and fragmented information dissemination.

Dong Guanpeng, vice chairman of the China Public Relations Association and the chairman of the Public Relations Education Professional Committee of the Chinese Higher Education Society, summarized the current public opinion environment with two formulas:

High -speed public opinion+change of public opinion = noise

Massive information+videos of videos = divergent opinions

In such a public opinion environment, it is not strange to see some phenomena.

First, there is a big public opinion.

The second is to defend the bottom line of extreme cases. In the past two years, the case of Yu Huan and nanny arson in the previous two years, this year's Tangshan beatings, Fengxian Iron Chain women and other extreme cases, once again penetrated the masses' psychological defense lines and directly hit the bottom line of humanity.

The third is that the people's livelihood opinions continue to rise. As long as the people's livelihood -related topics related to the people's education, medical care, and housing are often accompanied by greater public opinion, such as Wei Zexi and Hongmao medicine.

Fourth, ideological disputes, illustrations of human education communities, etc., have risen to a new height.

Fifth, feminism enters the field of vision, both star surrogacy or female Duban, and the appeal to women's rights is unprecedented.

In the rapidly changing public opinion environment, the new media account with time, traffic, and hot -stake races faces huge pressure and risks, and the possibility of new media follows up such hot spins.

For new media accounts, what are the situations need to be vigilant?

Li Ying, executive member of the Health Communication Working Committee of the Chinese Medical Association and chief expert of the media laboratory, made a "translation" of the image.

First, people pay attention to public health topics, and the popularity of medical topics will maintain a high level. This means that the risk of accidental overturning is high.

Second, people's demand for medical and health professional knowledge has increased. Compared with the original "informing", everyone also wants to understand the reasons and operating mechanisms behind it, and the information is easy to understand. This means that there is insufficient professional ability risk.

Third, due to the complexity of medical and health topics, different experts may have different solutions and views, but with the rise of attention, the original and relatively closed professional discussions, or are placed under the public vision Essence This means that the topic of professional fields has evolved into a high risk of public topics.

Some people may ask, in a complex public opinion environment, how can new media pay "retreat" when paying attention to medical and health topics?

This requires two aspects. On the one hand, it is to deepen the cognition and understanding of the external public opinion field, and the "hot spots" must be cautious, which makes the preliminary research and judgment link of the topic selection.

On the other hand, to strengthen the breadth and depth of knowledge in professional fields, we must understand different opinions and disputes in the art, provide users with as balanced knowledge and views as possible, and meet the deeper information needs of users.

2. Try the quasi -red line and bottom line, not crazy on the edge of danger

Liu Xiangfeng incident and gauze left over the body. When social issues and medical and health issues are increasingly increased. Can the new media follow up with the complicated public opinion environment, huge traffic and public attention? Where is the hot spot of the hot spot?

"Social issues can be cut in, there is no problem!" Gu Yonghua, a member of the Chinese Party Group and the former secretary of the Secretariat, turned around. "However, these points need to be paid special attention."

1. Be cautious in the face of social hotspots and sensitive topics

The judgment of the degree of sensitivity and the degree of fermentation of the event can be evaluated to a certain extent whether the hotspot can be used to a certain extent.

The judgment of information sensitivity mainly focuses on whether it may cause group events or lead to an evaluation of my country too one -sided.

For example, the Fengxian Iron Chain Women's Incident must be cautious when it comes to local governance, laws and regulations, women's, and abuse.

The degree of fermentation of the event can be judged from the following two aspects: First, it depends on the continuous events, the number of hot search and the scope of related topics on the main Internet platform. For example, this incident is a local incident or a national incident. Whether only a certain group is involved in a certain group or is popular, a part of a certain part of the crowd is widely rooted. The second is to use data to assist decisions with some public opinion tools. References from the dimensions of hot spots, related articles entry perspective, public evaluation and other dimensions.

For how to judge the facts, you can refer to the media tea session article "How to keep the hot spots in mainstream media instead of" set "? " 2. Don't get out of the main business, lock the basic disk

New media chase hot spots, no matter how they can't get out of the main business.

What is the main business? It is related to its own positioning and core users. What do users care about? What is the pain point? Then pay attention to.

3. The topic involved in politics, the obtaining it and not allowing the discussion.

Don't touch the dynamic clearing, epidemic prevention and control, medical treatment, and vaccination policies.

"For hot topics, you can first judge the authenticity of hot events. Secondly, determine whether there is an angle related to medical and health, and don't touch it if there is no angle." Gu Yonghua said.

In the case of hot incidents, you ca n’t rush up. These three situations cannot be resolute: I doubt the news that the news is not stubborn, the inappropriate orientation, and the excessive position.

So, how can I find a medical and health angle in the hot spots of social livelihood incidents?

"As long as it is an event involving 'people', there may be a starting point suitable for healthy communication." Gu Yonghua summarized in one sentence.

For example, what will impact can long -term imprisonment on the Fengxian Iron Chain Female Incident? What harm will it bring to spiritual and physical aspects? This can be discussed.

Third, the correct posture of hot spots without turning the car

Of course, finding a safe entry point for social hotspots does not mean that you can sit high. The new media wants to safely chase medical and healthy hot spots, and it will be tightened in the practical session.

1. Establish a think tank and do risk assessment

Shi Linling, Executive Deputy Chairman and Secretary -General of the Health Communication Committee of the Chinese Medical Medical Association, suggested that it is necessary to be cautious in incidents involving sensitive points and hot spots, and the security of content output has become more. High, so you must evaluate risks in advance.

You can also consult experts related to the topic before choosing topics, or establish a think tank assistance to study and judge.

2. Adopt scientific thinking, scientific methods, and scientific standards

It is reported that the topics of medical and health must strictly adhere to the professionalism. All scientific and evidence -based medicine must be evaluated by verified, consensus, non -cross -circle, and confident topics. This is fundamental.

Zhao Anping, deputy editor -in -chief of the Health Times, shared that when these new research results involved in the medical field, you can judge the authenticity of related news through these standards, and then decide whether to follow up. The first is to meet the basic logic and meet the rules of medical science; the second is that the research process meets scientific standards, whether random dual -blind testing, whether the sample can be repeated, whether it has undergone peer evaluation, whether it has been published in the core academic journal, etc. again; again; again; again; again Health reports must have accurate information and data.

3. Clever grasp of the "degree" of the topic

Li Ying reminded the new media to think about the "degree" of the hot spots of the medical and health society. "Can provide professional perspective analysis, but what is the focus of the participation, is it confrontable or constructive? Is it a family's words or as balanced as possible?"

For example, when involving public figures, the comments of public figures with their own traffic are easy to cause controversy and need to be handled with caution. For example, for a while, stars shared their experience in fitness and weight loss on social platforms, and some wrong demonstrations appeared. As a professional medical and healthy new media, is it not distinguished from hot spots to vigorously publicize, or is it criticized or negated, or to encourage fitness while pointing out errors? The three different ways of operation will directly lead to the direction of the later issues completely different.

Another example is a sensitive area that should be treated with caution for professional differences in the medical field. Is the opposition to the curative effect of a drug, the role of a fitness product, or the opposite point of a public health policy, is it a unilateral and absolute judgment, or does it express its own views while providing reverse information as a balance? The former will no doubt it is easier to bring traffic, but for health medical media, "traffic" will directly affect the decision of medical treatment of ordinary people. I am afraid that the traffic will not be simply pursued as the primary pursuit.

4. Humanistic care runs through all the time

Information involving life and health is a type of "rigid" information, and it is easy to involve strong emotional factors and value selection. When conducting hot spots, humanistic care should be used as an important criterion, or the front conditions, and should run through the article.

For example, the protection of minors at the legal level, privacy protection of patients and family members, and so on.

Zhao Anping concluded in one sentence: "Under the premise of following laws, regulations, and public order and customs, it is combined to follow the hot spots and reports. Live your feet and have vitality. "

The picture of this article is provided by the petals beauty

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