Данная статья посвящена сравнительному анализу репрезентации врачей в британской и американской прессе в контексте освещения глобальных health-кризисов. Введение. На фоне возрастающей значимости информационных медиа в формировании общественного мнения и профессионального имиджа, особое внимание уделяется анализу того, как СМИ представляют медицинских специалистов во времена кризисных ситуаций. Исследование направлено на выявление общих и отличительных черт репрезентации врачей в двух ведущих англоязычных информационных системах, что позволяет глубже понять влияние культурных, политических и национальных факторов на освещение медицинских тем. В работе применен метод контент-анализа, включающий как качественный, так и количественный анализ новостных материалов, опубликованных в ведущих британских и американских изданиях за период последних пяти лет. Выборка статей осуществлялась на основе релевантных ключевых слов, связанных с глобальными health-кризисами, что обеспечивало репрезентативность данных. Дополнительно проводился сравнительный анализ риторических и стилистических характеристик текстов, отражающих отношение к медицинскому сообществу. Примененные методы позволили не только выявить основные тенденции, но и осуществить межкультурное сопоставление подходов к репрезентации врачей. Исследование выявило существенные различия в представлении врачебного сообщества. В британской прессе акцент делается на коллективные усилия, профессионализм и этические аспекты деятельности медицинских работников, что способствует формированию образа доверия и солидарности. В американских СМИ наблюдается тенденция к индивидуализации успехов и критическому анализу личного вклада врачей, что отражает особенности национальной культуры и подхода к ответственности. Кроме того, результаты показывают, что в период health-кризисов в обоих медиа наблюдается колебание уровней общественного доверия, однако способы его формирования и поддержания заметно различаются. Полученные данные позволяют предположить, что особенности медийного дискурса обусловлены не только профессиональными, но и культурными традициями каждой страны. Выявленные закономерности свидетельствуют о необходимости учета межкультурных различий при разработке стратегий коммуникации в кризисных ситуациях. Данное исследование вносит вклад в развитие теории медийной репрезентации и предоставляет рекомендации для будущих междисциплинарных исследований в области информационных коммуникаций и социологии медиа.
This article is devoted to a comparative analysis of the representation of doctors in the British and American press in the context of coverage of global health crises. Introduction. Against the background of the increasing importance of information media in shaping public opinion and professional image, special attention is paid to the analysis of how the media represent medical professionals in times of crisis. The research aims to identify common and distinctive features of the representation of doctors in the two leading English-language information systems, which allows for a deeper understanding of the influence of cultural, political and national factors on the coverage of medical topics. The paper uses a content analysis method that includes both qualitative and quantitative analysis of news materials published in leading British and American publications over the past five years. The selection of articles was based on relevant keywords related to global health crises, which ensured the representativeness of the data. Additionally, a comparative analysis of the rhetorical and stylistic characteristics of the texts reflecting the attitude towards the medical community was carried out. The applied methods allowed not only to identify the main trends, but also to carry out an intercultural comparison of approaches to the representation of doctors. The study revealed significant differences in the representation of the medical community. The British press focuses on the collective efforts, professionalism and ethical aspects of the work of medical professionals, which contributes to the formation of an image of trust and solidarity. In the American media, there is a tendency to individualize the successes and critically analyze the personal contributions of doctors, which reflects the peculiarities of national culture and approach to responsibility. In addition, the results show that during the period of health crises, there is a fluctuation in the levels of public trust in both media, but the ways in which it is formed and maintained differ markedly. The data obtained suggest that the peculiarities of media discourse are determined not only by professional, but also by the cultural traditions of each country. The revealed patterns indicate the need to take into account cross-cultural differences when developing communication strategies in crisis situations. This study contributes to the development of media representation theory and provides recommendations for future interdisciplinary research in the field of information communications and media sociology.
This article is devoted to a comparative analysis of the representation of doctors in the British and American press in the context of coverage of global health crises. Introduction. Against the background of the increasing importance of information media in shaping public opinion and professional image, special attention is paid to the analysis of how the media represent medical professionals in times of crisis. The research aims to identify common and distinctive features of the representation of doctors in the two leading English-language information systems, which allows for a deeper understanding of the influence of cultural, political and national factors on the coverage of medical topics. The paper uses a content analysis method that includes both qualitative and quantitative analysis of news materials published in leading British and American publications over the past five years. The selection of articles was based on relevant keywords related to global health crises, which ensured the representativeness of the data. Additionally, a comparative analysis of the rhetorical and stylistic characteristics of the texts reflecting the attitude towards the medical community was carried out. The applied methods allowed not only to identify the main trends, but also to carry out an intercultural comparison of approaches to the representation of doctors. The study revealed significant differences in the representation of the medical community. The British press focuses on the collective efforts, professionalism and ethical aspects of the work of medical professionals, which contributes to the formation of an image of trust and solidarity. In the American media, there is a tendency to individualize the successes and critically analyze the personal contributions of doctors, which reflects the peculiarities of national culture and approach to responsibility. In addition, the results show that during the period of health crises, there is a fluctuation in the levels of public trust in both media, but the ways in which it is formed and maintained differ markedly. The data obtained suggest that the peculiarities of media discourse are determined not only by professional, but also by the cultural traditions of each country. The revealed patterns indicate the need to take into account cross-cultural differences when developing communication strategies in crisis situations. This study contributes to the development of media representation theory and provides recommendations for future interdisciplinary research in the field of information communications and media sociology.