Đánh giá truyền thông về hình ảnh và vai trò nhân viên công tác xã hội trong bệnh viện trên truyền thông đại chúng tại Việt Nam

Evaluating mass media communicating on the role and image of social workers working in hospitals

Abstract

The aim of the research was to explore the image and social roles of social worker working in the hospital environment which was portrayed on mass media. The findings were from the case study of 49 articles posted in online newspaper "Labour and Society" from January 2018 to November 2019 writting on social work in general or focusing on social work in hospital's environment. Qualitative content analysis was applied for analysing these selected articles. The results showed that these articles had played a singnificant role on conveying information about images and the role of social workers in hospitals to the public. The provided information could help the community and society to understand in more detail about the roles and their contributions in the hospital system. It was also revealed from the analyzing that the information was also confusing in some articles and noticeablly, their roles and images were wrongly used when showing the roles of the doctors working in the hospital for illustration. This situation could lead to the misunderstandings or the lack of the society's trust on the very new career positions which is still in the process of seeking their own social recognition. The research results suggested that social workers in the hospitals should deployed to build their own brand image which could be well recognized and separated from the image and the roles of the health staffs in hostpital environment. The findings were also the propose for the reporters to communicate correctly and accurately about the roles and images of social workers working in the hospitals as it would significantly contribute to promote the social recognition of this very new career postion.

Keywords: Communication, role and immage of social workers working in hospitals, mass media, hospital.