Analyzing the Representation of Traditional Medicine in Multilingual Print Media

DOI: https://doi.org/10.63345/ijrsml.v13.i7.6

Anurag Gupta

Independent Researcher

Panipat, Haryana, India

Abstract

This study investigates how traditional medicine is portrayed across multilingual print media outlets, with an emphasis on contrasting representation strategies in different linguistic contexts. Utilizing a mixed-methods approach that incorporates both quantitative content analysis and qualitative discourse analysis, the research examines a stratified sample of 1,200 articles from six leading newspapers published in English, Hindi, Bengali, Tamil, Marathi, and Malayalam over a twelve‑month period (January–December 2024). The quantitative component measures frequency of coverage, article length, placement, and use of expert sources, while the qualitative component explores framing devices, thematic emphases, and narrative strategies. In parallel, a clinical research review synthesizes evidence from 45 peer‑reviewed clinical trials to contextualize media claims about efficacy, safety, and integration of traditional therapies. Findings reveal significant variation in both volume and tone of coverage: English‑language outlets tend to adopt a skeptical, evidence‑driven stance, whereas regional‑language newspapers frequently employ culturally resonant frames that emphasize heritage, community endorsement, and holistic well‑being. Clinical research integration within media narratives is uneven: only 18% of articles cite empirical trials, and regional outlets are more prone to anecdotal evidence or practitioner testimonials. This discrepancy underscores broader tensions between scientific validation and cultural legitimacy. The study concludes that multilingual print media play a critical role in shaping public perceptions of traditional medicine, with implications for health policy, practitioner regulation, and intercultural communication. Recommendations include fostering cross‑linguistic journalistic standards, enhancing media literacy initiatives, and encouraging partnerships between clinical researchers and regional media experts to promote accurate, balanced reporting.

Keywords

Traditional medicine; multilingual print media; representation; content analysis; framing; clinical evidence

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