의사-환자 간 수평적 커뮤니케이션 채널로서 블로그 운영에 관한 연구: 의사블로거들의 심층인터뷰를 중심으로 = A Study on the Operation of Blog as a Horizontal Communication Channel between Doctors and Patients: Focusing on in-depth interviews with physician bloggers

다국어 초록 (Multilingual Abstract)

The objective of this study was to explore how physician bloggers perceive the potential of blog as a horizontal communication channel between doctors and patients. According to the results of this study, physician bloggers perceived that the existing face-to-face communication channel lacks time and communication, mass media channels have one-way communication of information, and Internet channels are deficient in doctors` autonomy and subjectivity. And their motives for blog operation were divided into private motives and public ones. The private motives were recording their daily life and expanding their interpersonal relations, and public motives were promoting communication with patients and society and coping with wrong health information. In doctors` blogs that aimed to practice horizontal communication between doctors and patients through blogs, we found a number of characteristics in the operation method. First, physician bloggers pursued the reliability of and accessibility to health information to be delivered. Second, through blogs, they tried to spotlight doctors` emotional behaviors. Third, they professed their role in raising medical issues. These results suggest that physician bloggers, who are aware of crisis in medical professionalism, operate blogs as an effort to restore the influence of doctors as professionals.

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