《纽约时报》所报道中医药内容的媒体形象分析

目的：通过分析《纽约时报》刊载的中医药报道，分析中医药的媒体形象。方法运用内容分析法，对1980－2015年发表于《纽约时报》与中医药相关的113篇报道的数量、体裁、消息来源、报道倾向、主要议题等进行收集并分析。结果①中医药报道数量总体呈上升趋势，体裁较为丰富，消息来源以美国本土为主。②报道倾向总体为正面，但对针灸与中药的报道态度存在较大差异。③报道存在11个主要议题。结论中医药的媒体形象总体略偏向正面，但媒体对于中药的负面态度不利于中药在美国的发展。为塑造中医药良好的媒体形象，仍需加强中医药的对外传播。

A study of media image of traditional Chinese medicine on New York Times

Objective To summarize the media image of traditional Chinese medicine (TCM) by analyzing the TCM-related reports onNew York Times.Methods A total of 113 pieces of TCM-related reports onNew York Times during the 1980-2015 period collected and analyzed from the aspects of the amount, genres, coverage resources, reporting attitudes and main issues under the framework of content analysis.Results①The amount of TCM-related reports has been on the rise since 1980s. There was a wide variety in the genres of the reports and the American local resources account for a large proportion.②The reporting attitude in general tended to be relatively positive, though a major difference can be found in the attitude toward acupuncture and herbs.③ Eleven main issues can be categorized in the reports.Conclusion Changes could be seen in the TCM-related reports over time. Despite the fact that the media image of TCM tends to be relatively positive, the negative attitude toward herbs may hamper their development in the US. External communication of TCM is to be strengthened so as to promote the media image of TCM.