Digital Mediatization in Medicine: New Models of Clinic-to-Doctor-to-Patient Interaction

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Mediatization is an interdisciplinary construct, which allows us to study how the transformation of social institutions is affected by media influence and social theories. Researchers are focusing on people’s digital representations and new interaction models. As digital networks grow and overlap with traditional interaction forms, new models of clinic-doctor-patient interaction emerge. Researching this reveals the efficiency of communicative constructivism. The purpose of the research is to study the transformative effect of mediatization on medicine. The research methodology is based on communicative constructivism and phenomenological approach, including analysis of 70 Instagram accounts of doctors and clinics and in-depth interviews of 10 St. Petersburg-based doctors. The research validates the transformation tendencies in medicine as a social institution.

About the authors

Marina V. Shutova

St. Petersburg State University Hospital; St Petersburg State Electotechnical University (LETI)

Author for correspondence.
ORCID iD: 0000-0002-0095-773X

Аssistant Professor оf the Public Relation Department

154 Fontanka river embankment, St. Petersburg, 198103, Russian Federation; 5 Prof. Popova St., bldg 5, St. Petersburg, 197376, Russian Federation

Yana S. Rocheva

St Petersburg State Electotechnical University (LETI); Federal Scientific Center of Rehabilitation of the Disabled Persons named after G.A. Albrekht

ORCID iD: 0000-0002-7162-8917

PhD of Sociology Science, Leading Research Associate of the Department the Monitoring Rights of Persons with Disabilities, Federal Scientific Center of Rehabilitation of the Disabled Persons Named after G.A. Albrekht, the Ministry of Labor and Social Protection of the Russian Federation. Аssistant Professor оf the Public Relation Department, St. Petersburg State Electrotechnical University «LETI».

5 Prof. Popova St., bldg 5, St. Petersburg, 197376, Russian Federation; 50 Bestuzhevskaya St, St. Petersburg, 195067, Russian Federation


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Copyright (c) 2021 Shutova M.V., Rocheva Y.S.

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