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A Comparative Study of Coverage of Complementary and Alternative Medicine in Time and Scientific American, 1960 to 2007

Wu, Chong
http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1225733116

Abstract Details

2008, Master of Science (MS), Ohio University, Journalism (Communication).
This longitudinal study gave an overview of the 47-year coverage of complementary and alternative medicine (CAM) in a news magazine Time and a popular science magazine Scientific American through a content analysis. It found the coverage in both magazines increased over the time period and shared some similarities in topic selection and types of CAM covered, depicting the path for the prevalence of these non-conventional therapies in the United States. However, only the coverage in Time was consistent with the prediction of the diffusion of innovation theory. The two magazines were also different in framing these therapies due to their discrete readerships. Time focused more on the social connotations of the subject, while Scientific American showed more interest in the research value of these therapies. Time included more varied sources, while Scientific American relied heavily on academicians. Finally, the study attempted to establish an agenda-setting relationship between the two magazines and five top medical journals in their CAM coverage but failed to find statistical significance.
Joseph P. Bernt, PhD (Committee Chair)
106 p.
American Studies; Communication; Health; Journalism; Mass Media
complementary and alternative medicine; Time; Scientific American; agenda setting; diffusion of innovations

Recommended Citations

Citations

  • Wu, C. (2008). A Comparative Study of Coverage of Complementary and Alternative Medicine in Time and Scientific American, 1960 to 2007 [Master's thesis, Ohio University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1225733116

    APA Style (7th edition)

  • Wu, Chong. A Comparative Study of Coverage of Complementary and Alternative Medicine in Time and Scientific American, 1960 to 2007. 2008. Ohio University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1225733116.

    MLA Style (8th edition)

  • Wu, Chong. "A Comparative Study of Coverage of Complementary and Alternative Medicine in Time and Scientific American, 1960 to 2007." Master's thesis, Ohio University, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1225733116

    Chicago Manual of Style (17th edition)

ohiou1225733116
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© 2008, all rights reserved.
This open access ETD is published by Ohio University and OhioLINK.