Talk shows, cross-talk segments, and original rap are the talent shows of "slash" doctor Ma Tuo; The interaction with 270,000 fans is an extension of the daily work of pediatrician Liu Weidong...
"Chen Ziang wrote 'Dengyouzhou Tai Song' and was also 'red', but there was no network at that time." Speaking of young doctors who have become popular because of their participation in science popularization, in the view of Sun Yifei, a post-80s science writer who has 12 years of experience as an attending surgeon, the Internet is only a more efficient way of dissemination, and "net red" should not be a term with special directionality. He laughed and said, "If it's not red enough, it's not good enough!" ”
In recent years, young doctors who are indigenous people on the Internet have been involved in Internet science. The phenomenon of "net red" doctors has also received attention and controversy. In 2021, various Internet platforms will begin to increase the problems arising from governance and improve the standardization of doctor certification; In June this year, nine national departments jointly issued a document requiring strict investigation of medical personnel using their positions to live stream goods.
At the same time, the reporter of China Youth Daily and China Youth Network noted that the "Opinions on Further Strengthening the Popularization of Science and Technology in the New Era" recently issued by the General Office of the CPC Central Committee and the General Office of the State Council requires in "strengthening the capacity building of science popularization" to carry out in-depth science popularization work around the needs of the masses in education, health, safety, and so on, and to enhance the ability of grass-roots science popularization services.
Although they do not resist the title of "net red" doctor, young doctors such as Sun Yifei and Liu Weidong and Ma Tuo have taken the popular science popularizer as their own positioning and explored the Internet, a new space different from the hospital consultation room and operating table. After all, for health knowledge to enter the public eye, the Internet is the most convenient path.
From science to science, it is necessary to set the trend "wear"
This summer, after a weekday, Ma Tuo made his debut on the stage of a local talk show.
Taking off the white coat and cave shoes that can be called the doctor's daily "standard", the post-90s doctor of the Fourth Hospital of Hebei Medical University changed into a "dress" specially prepared for the evening stage - white T-shirts and denim shorts. In his opinion, compared with the sports shorts that he usually wears after work, denim shorts are more in line with the temperament of talk shows. "The kind of hole that seems trendy." When he said this, his hair was somewhat curly, and there was a self-deprecating shallow smile hanging from the corner of his mouth.
The young doctor, who won the 400-meter hurdles at the Hebei Provincial University Games, is a "slash youth". Recently, at a friend gathering, as a "duan hand" in the eyes of colleagues, Ma Tuo was successfully discovered by the talk show organizers. "Crossover" talk shows are not difficult for him: the 10-minute paragraph is written in two hours, and there is no need to memorize the manuscript, because "it is the daily things of doctors" that are said.
On the stage for the first time, Ma Tuo talked about his first experience of doing a new type of gastroscope and using advanced CT, and these bridge sections became the "explosive stems" of the scene; The second time, he corresponded the exaggerated WeChat chat expression to the "sick face" of the disease, and the same "baggage" continued... In recognition of the laughter of the audience, the young doctor's attempt to "graft" professional science into a talk show performance also took the first step.
"Every time a doctor receives a patient, it is a popular science process." In Sun Yifei's view, popular science is the doctor's business.
As a popular science celebrity on the Internet, Sun Yifei also has two identities: one is an associate professor of medical education history at Hebei Medical University, and the other is an attending surgeon who has been practicing for 12 years. "As a teacher, you can explain the pathology to the students, and when you are a doctor, you can explain the pathology to the patient." Doctor, teacher and popular science writer, this "slash" post-80s has achieved a free switch between 3 identities.
Some researchers divide the development of Internet celebrities into three stages: the era of words, the era of graphics and the era of broadband. As early as the Internet "text era" in the 2010s, Sun Yifei became famous as the first generation of "Internet celebrities", and created many "100,000+" medical "popular science posts" in network gatherings such as Guohu Network. Once, when talking about the history of medicine in Mesopotamiania, he would start with the popular song "Love Before the Western Yuan"; When introducing the ancient Roman physician Galen, he would mention the movie "Gladiator"... With the help of popular culture, he shuttles back and forth between "niche science" and "popular science".
Due to deciphering the transmission code of the Internet's "text age" content, this first-generation Internet native also became the first popular science popularizer to bring professional knowledge closer to the public's vision. From the "era of words" to the "era of broadband", popular culture has iterated at a high speed. "The pop culture that was created at the beginning of the new century is difficult to ignite the excitement of the post-00s." Sun Yifei believes that the "popular science" that has entered the "broadband era" has provided more unknowns and possibilities for the creativity of young doctors.
No, Ma Tuo registered the "Medical Ma Dangxian" Douyin account in 2020 and opened the road of short video science popularization with self-learning editing software. With the increasing attention of medical science popularization, Ma Tuo is also full of fire in new media: in 2021, his works won the third prize in the first science popularization competition held by the Nuclear Medicine Branch of the Chinese Medical Doctor Association; In the works that were finalists again this year, in order to teach the tips of retaking medical video photos with mobile phones, he also presented an original rap...
Change the thinking of doctors and patients and enter the netizen mode
"Robert Hooke, who proposed Hooke's law in a middle school physics textbook, is the same person as Robert Hooke, who found cell walls in biology textbooks." In order to create popular science books for primary and secondary school students, Sun Yifei found that the translation of the same scientist's name in textbooks of different disciplines will be different when reading through middle school textbooks.
As a senior internet popularizer, Sun Yifei has his own unique views on the dissemination of knowledge on the Internet. The post-80s popularizer strives to break down the barriers between different disciplines and use an interdisciplinary vision to let people learn and understand knowledge. "In the overall logic and way of expression, we must be different from 'textbook' thinking."
"In the film and television drama "Old Nine Doors" adapted from "Notes from the Tomb Robber", the tomb robbers see that the 'enter this door, when giving up all hopes' written on the door is actually from the poem of the Italian Renaissance poet Dante, and Dante is not only a poet but also the leader of the medical guild of the Republic of Florence..." The medical history he tells on the Internet can always lead netizens to cross between the known and the unknown from an unexpected perspective.
Like Ma Tuo, Liu Weidong also registered the Douyin account of "Pediatrician Bud Daddy" in early 2020. Today, the "highly prolific" hebei provincial children's hospital post-80s doctor has produced and released nearly 400 original popular science short videos. On the way to work, a consultation call can trigger Liu Weidong's creative inspiration. In order to launch in the golden age of communication, he conceived a moment in the slightly noisy train car, and then hid in the bathroom to complete the video recording.
Referring to the experience of more than two years of online medical science popularization, the post-80s doctor believes that unlike the "just need" of patients seeking medical treatment in the traditional doctor-patient relationship, on the Internet, even between the communicator and the communicator, it is a more equal "netizen" relationship. "If you let netizens 'climb high', then netizens can also 'love to ignore' you." Professional doctors want to embark on the road of popular science "net red", they must change the traditional doctor-patient thinking, starting from mastering the laws of new media communication.
In this virtual world, Liu Weidong's positioning of himself is not the same as the professional requirements in the workplace. In the online platform, he has no intention of presenting himself as an authoritative professional.
Does a child who has been bitten by a hamster get rabies vaccine? The baby's back is neither pimple nor sweat, so why do you always let you scratch your back? When asking children to eat more vegetables, how to answer the child's question "Why do sheep eat grass and dry stool"... Liu Weidong found that this series of problems that children often appear in "bao moms" do not know which department doctor to turn to for help, or even who to consult. "And these are often what they are anxious about, interested in, and eager to know."
Therefore, as a pediatrician, but also the father of the 7-year-old girl Sprout and the 3-year-old boy Lemon, Liu Weidong only wants to share his solutions to these practical problems with netizens between the professional knowledge and life experience he has mastered.
Professional word of mouth is the bottom line to adhere to is also the strength of traffic
On the platform of real-time interaction on the Internet, even for the popular science works of professional doctors, the evaluation of netizens is often direct and sharp. Fortunately, after experiencing the initial discomfort, Liu Weidong quickly incorporated such communication into the track of benign interaction.
In response to his "summer children playing in the water of the street fountain is easy to cause bacterial infections", some netizens left a message: Don't create anxiety, why not say why are children allergic now? Although he feels "intimidated", Liu Weidong thinks from a professional point of view, and it seems that "shaking" is not unreasonable.
Another video of "The baby goes to bed before nine o'clock at eight o'clock, don't be late again" also triggered comments from parents: not every parent has the conditions to start telling their child bedtime stories at eight o'clock at night! Liu Weidong, who was deeply touched by this netizen's "spit", replaced the words "certain" and "must" with "best" and "suggestion" when recording the video.
Sometimes the "bao moms" ask for advice not only about the profession, for example: because of the guidance of parenting experts to take care of children and mother-in-law conflicts continue? Liu Weidong will also patiently "persuade" according to his own experience: of course, it is best to follow the guidance of experts, but if it is not possible, family harmony is still the first...
Liu Weidong admitted that such exchanges rarely appear in hospital clinics. But it is precisely this interaction that allows the post-80s doctor to hear the real thoughts that the patient's family has not told him, and also has a better understanding of the world outside the clinic.
Today, on Douyin, "Pediatrician Bud Daddy" has 270,000 fans. Although there is no deliberate statistics, such a fan size can obviously rank in the top 50 pediatricians in the country.
Winning good word-of-mouth and amassing huge followings on social media can undoubtedly help young doctors rise to prominence in the industry. "An attending doctor and a doctor with 270,000 followers on TikTok, who would you rather talk to?" Liu Weidong, as the attending physician of the constipation clinic of Hebei Children's Hospital, tried to use this question to explain to reporters the opportunities brought by Internet science to young doctors.
Liu Weidong does not hide his emphasis on clicks, "of course, I hope that my sincere work can be seen more"! But he also stressed that as a professional doctor, adhering to professional reputation is not only the bottom line, but also the "right solution" to obtain traffic.
"We can't be 'red' for the sake of 'red' – we don't perform light bulbs." From the "text era" to the "broadband era", some friends "criticized" Sun Yifei for not paying attention to personal IP packaging, but he did not care about it, who had already mastered the traffic password. Sun Yifei stressed that the pursuit of liveliness of form does not mean giving up professionalism.
As a part-time science and technology counselor, Sun Yifei has gained a number of post-10s "fans" and "fans" at The Changzheng Street Primary School in Shijiazhuang City. Even when talking to children about Harry Potter, the university teacher would tell them that Hogwarts School of Witchcraft and Wizardry had only 4 faculties because medieval European universities had only 4 subjects.
The questions that netizens ask through the Internet platform are sometimes beyond Liu Weidong's professional scope. In addition to consulting the professional literature, the attending physician will also repeatedly ask doctors and nursery staff in different departments of the hospital for verification.
Recently, in order to fully understand the use of the next children's "net red" product - open mouth sleeping orthosis, Liu Weidong also consulted his colleagues in the Department of Entolaryngology, and then issued a professional prompt for cautious use. The number of views on this professional video quickly exceeded 23 million, once again refreshing the highest record of the Douyin account "Pediatrician Bud Daddy".
Fan Jiangtao, a reporter of China Youth Daily and China Youth Network
Source: China Youth Daily