ArticleFrontiers in public health2026
Media framing of traditional Chinese medicine and its public health implications: a cross-national panel analysis of news coverage in the US, UK, and Europe (2010-2024).
Article in Frontiers in public health, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Introduction: Western media framing of traditional Chinese medicine (TCM) shapes public health beliefs and policy attitudes across national contexts, yet systematic cross-national evidence remains limited. Methods: This study analyzed TCM-related news coverage across six Western countries, the United States, the United Kingdom, Germany, France, Spain, and Italy, from 2010 to 2024. Using a unified four-category coding framework applied to a multilingual corpus of elite print and online outlets, we constructed a balanced panel of 360 country-quarter observations and employed two-way fixed effects regression models to examine cross-national variation in frame distribution and sentiment orientation. Results: Risk/safety frames dominated in the United States (38.4%) and the United Kingdom (35.1%), whereas scientific/efficacy frames prevailed in Germany (41.2%) and France (37.8%). The COVID-19 pandemic improved overall sentiment ( Discussion: These findings suggest that national regulatory contexts and major public health shocks are consistent correlates of TCM media framing patterns. However, the small number of country clusters and uneven article density, especially in Southern European countries, limit inferential precision and preclude strong causal claims. The findings support country-specific rather than uniform international public health communication strategies for TCM, pending audience-level confirmation.
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