新聞乎？廣告乎？醫療風險資訊的媒體再現與倫理
News or advertising? Representations and ethics of medical risk information in the news media

徐美苓

本研究在釐清台灣現行醫療機構廣告與行銷相關法令之規範與執行現況的前提下，關切：（一）目前醫療機構透過大眾傳播媒介提供給社會大眾的「醫療風險資訊」，在內容與品質上存在什麼現象？有哪些問題？（二）作為醫療風險資訊的主要守門人，媒體在資訊傳遞的品質與把關的政策與對策為何？
本研究主要的資料蒐集與分析方式有二：一為相關報導的新聞內容分析，包括醫療機構或醫事人員所發佈的醫學新知、研究報告以及相關病患個案的報導，分析的樣本包括聯合報、民生報、中國時報、東森新聞網以及TVBS新聞網中2003年1-7月的相關報導，分析的主要類目有版面、新聞長度等資訊呈現型態、發布資訊內容的醫療機構特性與所屬區域、資訊主要內容的特色與醫學療法屬性、醫療資訊的品質等。二為焦點訪談，訪談對象為八位醫藥線上記者，包括四位報紙（中國時報、聯合報、民生報與自由時報）、三位電視（華視、中視與TVBS）以及一位雜誌（康健）記者。訪談的內容主要包括：（一）如何處理醫療機構或醫事人員所發佈的醫藥新知或研究相關訊息？如何判斷哪一類醫藥新知訊息的新聞或報導價值的以及為什麼？（二）如何判斷醫療機構或醫事人員所發佈醫藥新知訊息的可信度（例如全國第一、醫學突破等）？如何處理醫療行銷性質的新聞？（三）如何看待醫療機構發佈的新知或研究結果與其醫療品質的關係？（四）衛生署相關法規明文規定醫療機構與醫事人員發佈新知與接受媒體採訪的注意事項，評估其在醫藥新聞或報導實務上的功\能或實用性。（五）對閱\聽人醫療品質資訊需求的認知？是否會針對此規劃報導的方向與焦點？
從瞭解醫療風險資訊在媒體中呈現的現況，以及媒體工作者在醫療資訊傳遞與把關的實務與評估，本研究最後以符合實務的方式，釐出提升醫療品質各相關課責單位的資訊提供自律與與他律面向。

This present study aims, by taking account of relevant laws and practices, to analyze how medical risk information provided by health care delivery systems has been represented in the news media, and how it has been treated by medical journalists and why.
Two major methods were used in the study. The first method consisted of a content analysis of medical risk information provided by hospitals or medical professionals. A sample of 1,114 articles were randomly selected from the United Daily News, Ming Seng Daily, China Times, Ettoday.com and TVBS-News from January to July 2003 via an internet search of the news archives. Categories analyzed include page, length, news source, region, features of the content, medical orientation (e.g. Western vs. Chinese), and information quality. The second method was a focus group discussion by eight medical journalists from the print and electronic media, respectively. Topics discussed mainly comprised: (1) how medical journalists judged the news worthiness of medical risk information provided by hospitals or medical professionals and why? (2) how journalists judged the credibility of the information and how they addressed the potential marketing in the news? (3) how journalists related medical information represented in the news to the quality of information itself? (4) how journalists viewed the laws regulating representation of medical risk information and the ethical guidelines provided by the Department of Health? and (5) how journalists perceived and dealt with the need for quality medical information from the audiences.
By tackling the aforementioned issues, the study ends with suggestions for healthcare delivery systems, health authorities, news media and related external supervising groups. Future practices and potential research directions were also discussed.

醫藥新聞，健康風險，內容分析，焦點訪談

medical journalism, health risk, content analysis, focus group discussion

2004.06.24

已授權

2004T17.pdf