Rethinking the relationship between medicine and media: two examples from Croatia.
The communication between medicine and media is an important component within the complex process of changes in post-communist transition countries. It reflects not only organizational and legislative state of the society but its cultural adaptability and character. In that respect, media communication could be a tool for shifting the existing attitudes to innovative evaluation of physician's responsibility. Adapting to the democratic society necessitates more effective communication and improvement of all components of communication process: medicine, media, and the public sphere. Existing communication strategies in Croatia were recognized as inefficient and proved damaging for the health care system and society in general. As a demonstration, two representative examples were analyzed in this paper: the case of deaths related to Baxter dialyzers, and the case of pediatric cardiac surgery at the Zagreb University Hospital Center. The cases illustrate the lack of communication within the medical profession and physicians with the executive government, and the public. There is a great need for more effective communication and skillful professionals in transition countries. The future concept of the communication should be characterized by contextual and "cross-talk' approach.
Jergović
Blanka
B
Croatian Radio, Prisavlje 3, Zagreb, Croatia. b.jergovic@hrt.hr
D006348:Cardiac Surgical Procedures / Q000401:mortality; D003142:Communication; D017523:Croatia; D006076:Government; D019456:Health Transition; D006436:Hemodialysis Units, Hospital; D017052:Hospital Mortality; D006801:Humans; D007223:Infant; D008402:Mass Media; D010372:Pediatrics / Q000592:standards; D011641:Public Relations; D006435:Renal Dialysis / Q000295:instrumentation / Q000401:mortality; D012941:Social Responsibility; D013503:Surgery Department, Hospital; D013903:Thoracic Surgery