Abstract
This study explores how news media in different countries, varying in Hofstede’s cultural dimension of uncertainty avoidance, frame traditional Chinese medicine (TCM). It also examines how news framing of TCM differs between the two main news genres: news reports and editorials. A comparative content analysis of 196 news pieces on TCM from seven countries was conducted. The results indicate that a country’s uncertainty avoidance index (UAI) influences the use of factual information and professional qualification frames. Additionally, news reports on TCM use more human interest and leadership frames than editorials, while editorials surprisingly use more factual information and curative effect frames than news reports.
| Original language | English |
|---|---|
| Journal | Journal of Transcultural Communication |
| Volume | 3 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 8 Jan 2025 |
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