Risks and Realities: A Qualitative Examination of Mediatic Medical Discourse from the Physician Perspective

Abstract

Abstract

Medical science has adopted the principle of “seeing is knowing, knowing is treating”, which has become dominant in the field. This principle has endowed physicians with a certain power and control role. While physicians' medical opinions are fed by this power, the increase in the number of viewers and users on media platforms has facilitated the dissemination of these opinions to wider audiences. Qualitative interviews with physicians were conducted using a descriptive research design aiming to identify the variables evoked in the minds of physicians in the context of “mediated medical discourse”. The study was conducted using qualitative research methods developed by Giorgi (2005) and applied descriptive phenomenological method analysis and interviews were conducted with 16 specialized physicians. The results of the study reveal several key themes related to mediated medical discourse. These include the types and pervasive influence of medical discourse in the media and the nature and popularity of medical discourse in the media. The study also highlights the roles and qualifications of media doctors, their activities, their portrayal of different groups, and both positive and negative aspects of their involvement. The findings also explore the motivations behind doctors' interaction with the media, their focus on self-interest, economic gains and the impact of neoliberal policies on their role. The evolving landscape of medicine, shaped by centuries of clinical experimentation and observation, highlights the complex relationship between health, information dissemination and social debates. With the proliferation of medical content across various media channels, the nuanced nature of health communication has become increasingly apparent. Yet, amidst this wealth of information lie inherent risks associated with public consumption, requiring a collective effort from doctors, media outlets and regulatory bodies to ensure the integrity and accuracy of shared medical information. Therefore, stakeholders must uphold scientific rigor, ethical standards and legal frameworks to navigate the complex space of health communication in the digital age.