The Image Of The Medium Of TCM

Traditional Chinese medicine is a treasure of Chinese science and the key to the treasure house of Chinese civilization. It plays an irreplaceable role in the nation’s thriving and healthy life. In recent years, with modern technology changing rapidly in the tide, traditional Chinese Medicine faces the challenge of South Korean medicine, Japan medicine and the aggression of Western medicine. The discussion of China’s medical reform has become the social hot spot. It needs to shape positive media image of traditional Chinese medicine for the whole society.This paper selects these reports of traditional Chinese medicine media image from January 2013 to December 2015 in " Anhui business " and "Anhui Daily" newspapers.The paper tries to analyse the media image of Chinese medicine practitioners by survey, and further to find some problems and thought in building media image of traditional Chinese medicine.The paper analyses the sample of traditional Chinese medicine and gets the following conclusion:(1) From the number and length of reports:the reports of Chinese medicine accounts for the proportion of less, more are given priority to with messages, much less reported all the year round.(2) From the point of view:the newspaper more focus on health and industry, followed by scientific research and health care, less attention to the theme of culture.(3) From the standpoint; there are more neutral reports and so few negative reports.The positive media image of Chinese medicine practitioners are smashing; good medical service; unique teaching and research work; profound culture; strong management measures and other positive image, but also the negative characters are so much,for example, the culture level of Chinese medicine practitioners; the quality of traditional Chinese medicine; the proliferation of false advertising in medicine; lawlessness of Chinese medicine hospital (school); knowledge lackness of the health and so on.The reasons for current media image of traditional Chinese medicine both are the marginalization of social reform; lackness of professionalism and bottlenecks of academic medicine and industrial development.So, the paper tries to create a good image of Chinese medicine media from the level of government, the view of pharmaceutical industry, and the media, then, puts forwands my thoughts.