The Analysis of Health Medical Category in @ Apple Daily and Liberty Times

• Main Authors: Hsiao-Chi Kuo, 郭筱祺
• Other Authors: Chi-Yung Moh
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/70787298051333317664

碩士 === 國立體育大學 === 休閒產業經營學系碩士班 === 98 === Due to health issues have been regarded as more important in Taiwan in recent years; as a result, advertising, medical marketing, health education, prescription, recreational sport, or medical lectures are also heavily exposed to audiences’ daily life. This study took medical health categories in Liberty Times and Apple Daily as the study sample to investigate the current state of medical health news in Liberty Times and Apple Daily. This study used content analysis method to discuss the news content, sources, and reporting tones. The data collection time covered from January 1 to December 31 in 2009, and a total of 480 articles were sampled and analyzed. According to the result, “medical sharing” which covered 30% had the highest proportion of medical health categories in Liberty Times and Apple Daily, and the style of reporting was maily about “comment” which had 35%. Moreover, nearly 90% source of information was from medical and academic unit or people; therefore, it could be found that when the media want to deliver information, they tend to choose professional or authorized specialists to support them. However, if the media wants to deliver disease prevention or other medical issues, they would choose government unit or people to deliver this kind of information. From this point, this was reflecting that the credibility of the news to the nationals still relies on expert endorsement. In addition, about 60% articles’ length contains 500-1000 words (including pictures and no picture). What’s more, the reporting area was mainly from the domestic area, and for this reason, we could know that the issues about medical news were still mainly focused on those which are related to personal medical issues. Besides, most of the reporting tones of these articles were neutral or negative, and medcial treatment, health examination, or lifestle control were regarded as the main method to solve disease.