대체의학 활성화를 위한 건강커뮤니케이션 전략 연구-신문보도의 프레임 분석을 통한 메시지 고찰

Abstract

Health communication indicates everything of public and private communication relating to health. It is a message strategy in that it is performed through mass media. That is, the focus is given on what to say and what to be said. This study examines a message strategy for healthy communication and through an analysis of the article frames on alternative medicine reported in national newspapers, it looks at recognition on the alternative medicine and the message strategy. For the purpose above, this study selects Dongailbo and Chosunilbo. The two newspapers are believed to be representative and leading newspapers with the greatest number of subscribers in our country. The period of the data collection from January 1, 2000 to October 30, 2007. During this period, we pick up articles on complementary and alternative, integrative medicine through the home-pages of each newspaper. We analyse and collect a total of 51 articles as follows: 22 articles from Dongailbo, and 29 from Chosunilbo. From the articles, we identifies a total of 4 frame types. They are categorized into the frame of institutional medicine, the frame of alternative medicine, the public frame as receivers of alternative medicine, and the frame of alternative medicine itself. The frame of institutional medicine depends on images of reliability and limit, the frame of alternative medicine on the images of alternative medical doctors and pseudo medical practitioners, the frame of alternative medicine receivers on image of foolishness and mania alternative medicine receivers, and the frame of alternative medicine itself on the images of complementary medicine and no-science. Our society began to discuss‘complementary and alternative medicine' in the 2000. The focus is on how the public society uses the media. Therefore, for the development of complementary and alternative medicine, what frame the press composes on it and how the message is produced and consumed, that is, strategies, are very important. The messages analysed through the frame of the press on alternative medicine should be institutionalized as a complementary and integrative medicine when they are demonstrated as a complementary of modern medicine. However, customers of the medicine should have insight to avoid being blind to doubtful and exaggerated parts of the alterative medicine. Current alternative medicine is excluded from health communication and dealt with only through limited media. For activation of alternative medicine, communication on it should be active and effective health communication strategy should be actively developed. The strategy of health communication can be lead to activation of the alternative medicine.