Impact of News Portrayals of Physicians as Vulnerable on the Public’s Evaluation and Trust in Physicians Under Different Involvement Levels: Quantitative Study

Abstract

Background: News portrayals of physicians, especially in China, often depict them as vulnerable—overworked, with inadequate compensation, or as victims of violence. These portrayals may send mixed signals to the public, yet their impact remains underexplored. Understanding their impact is essential for informing media strategies and improving physician-patient relationships. Objective: This study investigated how portrayals of physicians as vulnerable influence public evaluations of their competence, warmth, morality, and overall trust and considered the moderating effects of involvement (ie, hospital visit frequency). Methods: Four studies were conducted. Study 1 (N=492) examined the effects of daily exposure to vulnerable portrayals, and study 2 (N=710) experimentally exposed participants to vulnerable portrayals to directly investigate the causal relationship between exposure and evaluations with involvement as a hypothesized moderator. Study 3 (N=565) manipulated situational involvement using an imagination task, whereas study 4 (N=436) embedded involvement-enhancing content into news articles to improve ecological validity. Results: Study 1 revealed that among individuals with low or moderate involvement, greater exposure to vulnerable physician portrayals in everyday life predicted more favorable overall evaluations of physicians (low involvement: B=0.11 and P=.04; moderate involvement: B=0.20 and P.68 in all cases), suggesting an inverted U-shaped moderating effect of involvement. Study 2 supported this pattern—vulnerable portrayals had no significant impact among individuals with low or high involvement (t702<0.49 in all cases; P>.15 in all cases) but had marginally positive effects on individuals with moderate involvement (t702=1.67; P=.10; d=0.26). Notably, individuals with superhigh involvement (ie, those in hospital settings) evaluated physicians more negatively following vulnerable portrayals (t702=2.49; P=.01; d=0.44). Given that nearly 80% of the general population reports low to moderate hospital visits, which is the positive moderating effect range for involvement, studies 3 and 4 targeted this group and tested whether manipulated situational involvement could enhance the effects of vulnerable portrayals. In studies 3a and 3b, participants in the high–situational involvement condition evaluated physicians more positively in the vulnerable portrayal group than in the control group (3a: t401=2.71, P=.007, d=0.37; 3b: t154=3.48, P