Analysis Of Reports On Medical Fields In JiaoDong Area’s Urban Newspapers

Medical field is a crucial part of people’s live hood as well as one important area for news reporting. As one pivotal part of media industry, urban daily agencies are booming in market share and influence. Reports on medical in urban daily agencies currently play an active role in constructing a healthy medical environment and public opinion. Medical personnel are worrying about misunderstandings while ordinary citizens are still thirsty for more hidden truth on medical fields, which put reporters in a tricky position as they may easily create conflicts between the public and medical personnel.Under mentioned circumstances, to what extent do urban media agencies cover on the medical fields, what are problems and solutions? In this paper we choose two urban daily newspapers as objects in consideration of recent3years of reporting on medical issue.In the first chapter we discuss the research thesis, listing3aspects of reports on medical field, namely, discourse power in medical conflicts, responsibility and orientation of mass media medical conflicts and analysis on media image of medical practitioners, from which we induce5research highlights.In the second chapter we discuss on the related conceptions, then clarify on "Reports on Medical Fields" as well as "Urban Newspaper". Furthermore, we explain our selections on newspaper agencies and regions undertaken in this research.In the third chapter we discuss common bias and common mistakes in medical reports. We understand mistakes are often concentrated in3fields, that is, the unawareness of related law, ignorance on medical knowledge and antagonistic mood. The unawareness of related law on medical reporting includes2scenarios; one is illegal medical advertisements and the other wrongful praise for illegal medical behaviors. Ignorance on medical knowledge can be demonstrated in a case of reports on "Ba-Mao Gate" and related issues. As for the third case, we discuss the case of two newspapers’reporting on antibiotics.In the fourth chapter, we analyze on the reports of major urban daily newspapers in Qingdao. Though numerical statistics and analysis on major reports both on negative and positive sides, we summarize a common pattern of "awkward orientation of both parties" leads to a collapse of moral high ground and professional image of medical practitioners. Also, after the conflicts, lag in response can further deepen the negative image of medical practitioners.In the fifth chapter, we analyze on the discourse power, or who has a speak in medical reporting in Qingdao’s urban newspapers. Unlike ordinary medical reporting, the medical practitioners are deprived of discourse power in the medical conflicts reporting. The public and medical practitioners are put into info-asymmetric positions by newspapers. Medical practitioners have relatively heavy say in explanation while ordinary readers can get a more objective impression through multiple channels, especially with the help of new media. Identification and compromises of reporters in the process of reporting in turn insure a say from medical practitioners. Thus a balancing of power neutralizes both parties and leads medical reports to current situations.In the sixth chapter, we analyze on traditional Chinese medicine(TCM) reports of major urban daily newspapers in Qingdao. Rare as they are, reports are increasing at a fast rate. Due to the history and mystification of TCM, lack of related regulations, TCM reports are still lack of professionalism as well as aestheticism.In the seventh chapter, we analyze on the typical "Happy Reunion" style of reporting in current situation. Using semiotic square theory, or Greimas square (1966),1After the deprived suffer from disease, newspapers call for help, the public are so moved they donates, the common Greimas square are the result of construction of social consensus and people-oriented society, as some traditional Chinese cultural factors.In the last chapter we list a series of improving suggestions. Without any regards on medical industry, we listed4suggestions for newspapers. First, Position to an object ground while sticking to Journalism professionalism. Then try not to demonstrate from common sense while get rid of emotional bias. The third, the media should not to grasp headline without solid ground and understanding. Last not the least, news agencies should dispatch professional reporters on these issues while enrich medical knowledge reserve of the appointed department.