公立医院医师自媒体科普的现况及其治理

对微信公众号医师自媒体科普现状进行了调查，对医生进行了深度访谈。研究分析了523个公众号，使用k均值聚类的方法，根据原创文章数量、发表文章间隔将医师的科普投入分为最低到最高4个组。医师在科普中的投入程度与存在推销行为及时政热点评论行为存在一定程度的相关性。研究认为，公立医院医师自媒体科普的内容应具备公益性、科学性和诊疗科目相关性。应鼓励公立医院医师开展科普，进行多主体的治理，引导产出符合人民和时代需要的科普内容，合力托举人民健康。

The Current Situation and Governance of Health Science Popularization by Physicians from Public Hospitals Using Self-media

This study adopted a combination of quantitative and qualitative methods to investigate the situation of physicians' self-media science popularization, taking the WeChat public accounts as the platform, and conducted in-depth interviews with physicians. The study analyzed 523 public accounts using the k-means clustering method, and divided the doctors' scientific popularization input into four groups according to the number of originals and the interval between publications. A certain degree of correlation between the efforts in popularization and the commercial promotions with commentaries on public affairs was observed. This study suggested that the context of health science popularization should have the characteristics of public welfare, science, and specialty. It is worth encouraging physicians participating in health science popularization. Multi-subject governance is needed to guide the output of popular science content that meets the needs of the people and the times.