The “Pulse Pregnancy Test” Competition launched on Microblog is one of the most important new media events in the field of Chinese medicine over the years under the background of a fierce debate about Chinese traditional medicine. The framing “package” analysis raised by Gamson et al. is employed as the theory framework to investigate 294 articles reported on traditional newspaper. By analyzing the categorization, process and attributes of each frame, the result shows that traditional media universally tend to accept the frame of supporting Chinese Traditional Medicine (CTM) due to the influence of current medical system and social culture. It also means that CTM and government have gained the power of discourse on the traditional media. Because the frame of science interpretation is seldom used among traditional media to construct news reports, it is essential to continue to have an in-depth discussion concerning how to conduct science communication on traditional media.

frame analysis  /  package  /  Chinese and western medicine debate  /  science communication