Roles and Implications of Paper Media in Early Stage of Integration of Traditional Chinese Medicine and Western Medicine in China.

Paper media including the People's Daily, Guangming Daily, Health News and Journal of Traditional Chinese Medicine were the main media that spread the thought and policy of integrative medicine (IM) in the early stage of the integration of traditional Chinese medicine (TCM) and Western medicine (WM) in China. Issues including paper media and its roles for spreading IM, from "TCM learning from WM" to "WM learning from TCM", advocating integration of TCM and WM, promoting IM through multiple channels were analyzed in this article, so as to show the propagation process of IM in China and the roles of the paper media. It was shown that strengthening the propaganda of IM through mainstream media, strengthening media convergence and the role of new media are important in spreading the thought of IM.