Department of Sociology, Wilfrid Laurier University, Waterloo, Ontario, Canada.
J Altern Complement Med. 2010 Jan;16(1):125-30. doi: 10.1089/acm.2009.0124.
The objectives of this study were to examine and describe the portrayal of complementary and alternative medicine (CAM) in mass print media magazines.
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.
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.
本研究旨在考察和描述大众印刷媒体杂志中补充和替代医学（CAM）的描述。
样本包括 1980 年至 2005 年在美国和加拿大发行的流通率超过 100 万的杂志中发现的所有 37 篇文章。分析是定量和定性的，包括对显式和潜在杂志故事信息的调查。
显式分析指出，CAM 主要被描述为治疗患有医学诊断疾病或特定症状的患者的方法。讨论使用了生物医学术语，如患者而不是消费者，疾病而不是健康。潜在分析揭示了三个主题：（1）CAM 被描述为好但不够好；（2）个人主义和消费主义受到推崇；（3）在困惑和矛盾的背景下提出了关于成本的问题。
