Study On Report About "New Medical Reform" In Dazhong Daily

This article takes the reports about "New Medical Reform" published in Dazhong Daily from January 1,2009 to December 31,2015 as the research objects. And it is based on the theory of Agenda-setting and News Frame, using method of content analysis and data statistics to see through the appearance to perceive the essence for finding the characteristics and deficiencies of the reports. On the issues of the reports, this article also gives some improvement suggestions in order to be helpful for other medium’s reports on the theme of "New Medical Reform"and to be a sample for the theme reports promotion’s reform. The study found that the reports about "New Medical Reform"published in Dazhong Daily, shows an obvious agenda-setting and framework:The"New MedicalReform"policy issues were fully covered,and make the key points stand out;As for the topics of the reports,it is more concentrated on reform effect than discussion on the problem,but the positive propaganda reports and public opinion supervision reports were both have;Sources of "New Medical Reform" are mainly concentrated in the government departments and officials,that exists clearly selection bias;The numbers of the reports about "New Medical Reform"were basically remain stable,but it will change in different historical stages of the"New Medical Reform";The genre were mainly based on news, and the communication and comment were secondary,which were not only information-tranfered but also deeply interpreted;The layout of Newspaper were concentrated on Important News, Shandong News and Public Health were secondary,which revealed that the importance and locality were both took care of. The study also found that the reports about "New Medical Reform"published in Dazhong Daily have some characteristics:Following the policy process closely,andshows an obvious agenda-setting;Responding well to the policy process and transmitting information timely;Laying emphasis on reports’practical guidance and outstanding the local color;The reports about positive publicity and supervision by public opinion were both have. There are still the following deficiencies:The agenda-setting of media coverage on "New Medical Reform" is not entirely consistent with the policy issues;Manyreports were from the point of view of the government, not the civilian perspective;Reports on the issue of reform and medical conflict were not enough; Column and professional layout failed to build a public platform, so that the common people’s opinions can not be heard smoothly;The proportion of in-depth report was not enough, which could not be a good guide for the medical reform work;As a professional page, the Public Health’s features were not prominent, so that the effects of propagation were discounted; Some reports were lacking of facts and full of empty words.This article also attempts to make the following recommendations:To strengthen the realistic pertinence of the reports and more actively carry out the agenda-setting of the theme reports; Increasing the number and proportion of series of in-depth reports,and focusing on the depth of information analysis; Paying more attention to the balance and diversity of the reports and returning to the civilian perspective; Avoiding using "propaganda cavity",speaking with the facts and learning to tell stories;Rationalling allocation of resources,and make a good combination of boxing of the reports about"New Medical Reform".