科技智囊Issue(12)：68-76,9.DOI:10.19881/j.cnki.1006-3676.2025.12.09
从医生到健康科普博主的转型:信任建构、知识转译与现实困境
Transition From Doctors to Health Science Bloggers:Trust Building,Knowledge Translation,and Practical Challenges
王文轩 1崔艳1
作者信息
- 1. 中国社会科学院大学新闻传播学院,北京,102488
- 折叠
摘要
Abstract
[Research purpose]In the digital age,health communication faces both practical and theoretical challenges.One notable phenomenon is the transformation of doctors from Tertiary Hospitals into short-video health science bloggers.Investigating the mechanisms of trust construction and the strategies of knowledge dissemination in this transformation is crucial for understanding the evolution of health communication paradigms.[Research method]Grounded in gatekeeping theory and uses and gratifications theory,a"demand-driven gatekeeping"analytical framework is developed to systematically examine the internal logic of transition from doctors to bloggers'knowledge translation strategies.And this article examines the knowledge filtering,translation practices,and identity transformation pathways of doctor bloggers based on audience needs.[Research conclusion]Doctor bloggers build trust by symbolically transferring institutional capital and emotionally enriching personal capital,addressing the public's deeper needs,such as preventive healthcare(treating illness before it occurs).Amid the pressures of traffic competition,commercial incentives,and ethics,the standards and practices of doctor bloggers as"gatekeepers"are continuously shaped by audience feedback and platform algorithms,leading to practical dilemmas such as role conflicts and content alienation.The inherent tensions revealed in this transformation provide important references for the paradigm innovation and ecological governance in health communication.关键词
健康传播/三甲医院医生/短视频/信任构建/知识转译Key words
health communication/Tertiary Hospital doctors/short videos/trust building/knowledge translation分类
社会科学引用本文复制引用
王文轩,崔艳..从医生到健康科普博主的转型:信任建构、知识转译与现实困境[J].科技智囊,2025,(12):68-76,9.
