Abstract
Abstract
Aim. The aim of study was to define actions improving the image of nurses in electronic media. Material and method. 219 women and 44 men took part in a survey. They were the students of the following courses: nursing, medical rescue, obstetrics, medicine, dentistry, pharmaceutics, physiotherapy, public health. The studies were undertaken with use of own questionnaire in 2015. Results. Majority of respondents 64,6% (n=169) stated that improvement of image of their own profession belongs to the nurses, and only 35,4% (n=93) respondents indicated that the professional organizations of nurses and midwives have their impact on it. According to the students, the most crucial action that should be undertaken by professional organizations in order to improve the image of profession in electronic media was the improvement of wages and working conditions (72,2%, n=189) and better promotion of the profession in electronic media (73,8%, n=193). The nurses can influence the improvement of their image in media by taking care of the good opinion about the profession by setting good example (32%, n=84), and also by creating blogs, social forum, online information services, etc. (26,2%, n=69). Conclusions. According to the respondents, the image of a nurse in electronic media is shaped by the television and radio. The mentioned media tend to present nursing environment in a negative light. The data analysis shows that according to the respondents, the professional organizations of nurses and midwives and nurses themselves should be responsible for improvement of the situation. In order to improve the image, the nurses should promote professional achievements, change the stereotype used in shows and movies, and familiarize the public with the profession. The following branches of mass media should be used: internet websites, television and radio.