“诊脉验孕”挑战赛的传统媒体框架建构 ———基于报纸新闻的“解释包”分析

On Frame Construction of“Pulse Pregnancy Test”Competition on Traditional Media:Based on a“Package”Analysis of Newspaper Contents

中文关键词: 框架分析解释包中西医之争科学传播

英文关键词: frame analysis  package  Chinese and western medicine debate  science communication

中文摘要:

      微博上发起的“诊脉验孕”挑战赛是中国医疗界近年来重要新媒体事件之一，其背景涉及中医之争。本文使 用Gamson 等人的框架理论的“解释包”分析方法，研究该事件发生过程中传统媒体上的294 篇报道，分析媒体对 “诊脉验孕”挑战赛的框架建构类别、过程和特点。研究结果发现传统媒体主要受到现有医疗体制和社会文化影响而 普遍采用支持中医的框架，说明中医一方和政府行政管理部门掌握了传统媒体的话语权。由于科学诠释框架较少被传 统媒体用来建构中西医之争新闻，因此需要深入探讨在传统媒体上如何进行科学传播。

英文摘要:

      The“Pulse Pregnancy Test”Competition launched on Microblog is one of the most important new media events inthe field of Chinese medicine over the years under the background of a fierce debate about Chinese traditional medicine. The framing“package”analysis raised by Gamson et al. is employed as the theory framework to investigate 294 articles reported on traditional newspaper. By analyzing the categorization， process and attributes of each frame， the result shows that traditional media universally tend to accept the frame of supporting Chinese Traditional Medicine （CTM） due to the influence of current medical system and social culture. It also means that CTM and government have gained the power of discourse on the traditional media. Because the frame of science interpretation is seldom used among traditional media to construct news reports， it is essential to continue to have an in-depth discussion concerning how to conduct science communication on traditional media.