medical science popularization chaos frequently occurs, and professional content needs to be taken more seriously
2024-09-01
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□zhao xin (zhejiang institute of media and communications)
as the internet medical science popularization becomes popular, more and more doctors are stepping into the camera to spread knowledge and help the public improve their scientific understanding of physical health. however, with the entry of mcn agencies, some popular science chaos that seeks to gain traffic has emerged, such as fabricated plots, live streaming with goods, inconsistent certification, diversion of traffic, cross-professional science popularization, and borderline soft pornography... "pseudo-popular science" involving medicine is constantly surging on the internet. (the paper, august 31)
the popularization of medical knowledge on the internet has attracted much attention because it allows the public to easily obtain concise and easy-to-understand health information. as an effective way to utilize information resources, online medical popularization has greatly facilitated the public's mastery of health knowledge. at the same time, the platform's identity authentication system provides basic trust endorsement for doctors' activities on the internet, which is the basis of public trust.
however, under the dual influence of traffic and mcn organizations, the problems of internet medical science popularization have gradually emerged. the most common cross-professional science popularization is that in order to receive advertisements and bring goods, many non-professional internet celebrity doctors have started to do skin and health science popularization, and recommend related products. in addition, in order to gain traffic, some internet celebrity doctors focus their popular "medical knowledge" on private topics such as knowledge of gender, men's knowledge, and gynecology knowledge.
due to the large number of internet users in my country, their medical knowledge levels vary. many users have a high degree of trust in internet celebrity doctors due to their trust in the official certification of the platform, but lack the ability to distinguish, especially the elderly, who are prone to blindly believe and take medicine indiscriminately or take the wrong medicine. at the same time, the chaos of popular science that borders on soft pornography not only harms the health of the internet, but is also constantly undermining the professional image of doctors on the internet platform, causing the phenomenon of bad money driving out good money.
in order to play the real role of medical science popularization and correct the chaos in medical science popularization, the platform needs to take such professional video content seriously and increase supervision. the first is to improve the review mechanism to ensure that the certification information is true and reliable. ensure that all doctor accounts involved in medical science popularization have passed hospital qualification certification and real-name authentication. periodically review the certification information of doctor bloggers to prevent the situation of expired qualifications or others operating on their behalf.
secondly, the platform should set up a professional content review team to strictly control the medical science content, especially the manual supervision of cross-professional science, to ensure that doctors carry out correct science in their own professional fields and avoid pseudo-science and fake science. at the same time, special review should be conducted on content involving gender and private topics to prevent the occurrence of soft pornography. measures such as limiting the flow and blocking the account of illegal bloggers should be taken in a timely manner, and the corresponding mcn organizations should be punished, warned and educated.
medical health is closely related to the public interest. the real purpose of popularizing scientific knowledge should be to help the public and break the knowledge blind spot, rather than just being traffic-oriented and attracting attention. the platform needs to assume corresponding responsibilities, take professional content seriously, improve the professionalism of the review team, and strengthen supervision. only in this way can we ensure that internet medical science popularization can play a role and truly become a good helper for the public.
