(1. Faculty of Psychology,Tianjin Normal University,Tianjin 300387,China; 2. Zhou Enlai School of Government,Nankai University,Tianjin 300350,China; 3. Computational Social Science Laboratory,Nankai University,Tianjin 300350,China)
Abstract：Materials of visual narratives were prepared based on surveys of Chinese doctors’ working and living conditions to explore the effect and mechanism of visual narratives on patients’ attitudes towards doctors and examine the synergistic effect between visual narrative and transportation strategy. The results showed that compared with the condition only presented the verbal text,visual narratives significantly increased the participants’ positive attitudes towards doctors,and emotion evoked and role identity played a chain mediating effect between the visual narratives and the patients’ positive attitudes. When presenting the visual narrative,matching the corresponding narrative strategy could improve the transportation effect than the analysis strategy. These discoveries enrich the construction strategy of the doctor’s image and have implications and practical value for building a benign doctor-patient relationship.