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以微博和微信等自媒体为代表的新媒体快速兴起,改变了传统舆情信息和舆情引导工作模式,为医院舆情信息工作带来了新的挑战和机遇。文章提出医院管理工作者需站在信息技术和媒体技术发展的高度,充分认识医院舆情信息工作在丰富医院与公众的沟通渠道,方便公众对医院工作的监督,促进医院科学民主的决策,推进医疗卫生体制改革措施的落实,推进医院可持续发展等方面的重要作用;剖析了新媒体的超链接性、自组织性和互动性对舆情信息工作的影响,准确地把握住新媒体时代医院舆情信息工作的特点;从而有针对性地提出了从组织保障机制、舆情收集机制、舆情分析机制和舆情引导机制四方面,构建新媒体时代医院舆情信息工作机制的方法。
The rapid emergence of new media represented by the media, such as Weibo and WeChat, has changed the traditional mode of public opinion information and public opinion guidance, which has brought new challenges and opportunities for the hospital public opinion information work. The article points out that hospital management workers need to stand on the height of information technology and media technology development, fully understand the public opinion information in hospitals to enrich the communication channels between hospitals and the public, facilitate the public supervision of the hospital work, promote scientific and democratic decision- The implementation of health system reform measures, and the promotion of the sustainable development of hospitals. The paper analyzes the impact of hyperlinks, self-organization and interaction of new media on the work of public opinion and information and accurately grasps the public opinion information in the new media era The characteristics of the work; thus put forward the method of constructing the working mechanism of the public opinion information of the hospital in the new media age from the four aspects of the organizational guarantee mechanism, the public opinion collection mechanism, the public opinion analysis mechanism and the public opinion guidance mechanism.