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

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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.
Alternative Author(s)
조선대학교 보건대학원
보건대학원 대체의학과
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Table Of Contents
제1장. 서론 1
제1절. 연구의 필요성 및 목적 1
제2절. 연구의 의의 3
제3절. 연구문제 4
제2장. 이론적 배경 6
제1절. 대체의학 6
1. 대체의학의 개념 및 유형 6
2. 우리나라 대체의학 현황 13
3. 세계의 대체의학 16
제2절. 건강커뮤니케이션 21
1. 건강커뮤니케이션의 정의 21
2. 건강커뮤니케이션 사례 24
제3절. 선행연구 27
1. 대체의학 이용 실태에 관한 연구 27
2. 의료인의 인식 및 이용에 관한 연구 28
제3장. 연구방법 30
제1절. 연구대상 30
제2절. 프레임 판별의 틀 30
제4장. 연구결과 33
제1절. 형식면에서 본 프레임 유형 33
제2절. 내용면에서 본 프레임 유형 33
1. 제도권의학 프레임 35
2. 대체의료인 프레임 37
3. 대체의료소비자 프레임 40
4. 대체의학 프레임 43
제5장. 고찰 48
제6장. 결론 51
제1절. 요약 및 결론 51
제2절. 건강커뮤니케이션 전략 54
제3절. 제언 56
참고문헌 58
고수인. (2007). 대체의학 활성화를 위한 건강커뮤니케이션 전략 연구-신문보도의 프레임 분석을 통한 메시지 고찰.
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Medicine & Parmacy > 3. Theses(Master)
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