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J Altern Complement Med. 2010 Jan;16(1):125-30. doi: 10.1089/acm.2009.0124.

The portrayal of complementary and alternative medicine in mass print magazines since 1980.

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1
Department of Sociology, Wilfrid Laurier University, Waterloo, Ontario, Canada. jclarke@wlu.ca

Abstract

OBJECTIVES:

The objectives of this study were to examine and describe the portrayal of complementary and alternative medicine (CAM) in mass print media magazines.

DESIGN:

The sample included all 37 articles found in magazines with circulation rates of greater than 1 million published in the United States and Canada from 1980 to 2005. The analysis was quantitative and qualitative and included investigation of both manifest and latent magazine story messages.

RESULTS:

Manifest analysis noted that CAM was largely represented as a treatment for a patient with a medically diagnosed illness or specific symptoms. Discussions used biomedical terms such as patient rather than consumer and disease rather than wellness. LATENT analysis revealed three themes: (1) CAMs were described as good but not good enough; (2) individualism and consumerism were venerated; and (3) questions of costs were raised in the context of confusion and ambivalence.

PMID:
20064019
DOI:
10.1089/acm.2009.0124
[Indexed for MEDLINE]
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