Instead of criticizing the media, health departments and medical institutions should improve their image themselves by actively co-operate with media and revealing information without reservations, says a signed article in Nanfang Daily. An excerpt follows:

Ministry of Health spokesman Mao Qun'an on Tuesday accused some media of biased coverage of disputes between hospitals and patients.

He called on the media to take note of this, saying that, "If media continue to distort the image of medical institutions, tensions between hospitals and patients will increase and the public may suffer more in terms of the medical services they receive." At a press conference in May, the ministry spokesman had previously urged the media to treat medical workers fairly. His earnest appeals seem to indicate the seriousness of the situation.

Why has the media become a party in this dispute between hospitals and patients? According to the spokesman, biased reporting has tarnished the image of medical institutions and their staff. But is this really the case?

China's ongoing medical reforms are a hot topic of debate. Therefore, the media has concentrated on related issues. Admittedly, not all reports have been accurate and unbiased. In such a situation, the spokesman's words can be regarded as a good response from the reported party and a reminder to the media.

But the media cannot be said to have deliberately damaged the image of medical institutions when they report the public's complaints about the medical system. The media does not "make" this information, it is merely a platform on which this information is released. The reason why media reports usually cast medical institutions in a negative light is probably because medical institutions and patients have differing attitudes when dealing with the media.

Patients are usually the disadvantaged party in disputes with medical institutions. They have a limited ability to negotiate with medical institutions. As there are few formal mechanisms through which the public can resolve such disputes, they normally turn to the media. Therefore, in dealings with the media, aggrieved patients generally take the initiative.

In contrast, hospitals and the departments concerned normally take an arrogant approach towards interviews and seek to prevent media access to information. That is why media reports often say that hospital officials either "refused to comment" or "declined to be interviewed."

Therefore, no matter what the truth is, the lack of response from medical institutions means that the reports already appear biased. If the medical institutions and health departments can realize this, their image will improve greatly.