한약과 건강기능식품의 의료담론 분석 - 농촌생산물의 소비담론을 중심으로 -

A Study on Medical Discourse of Oriental Medicine and Health Functional Foods - Focusing on the Consumption Discourse Analysis of Homegrown Agricultural Products -

The purpose of this study is to explains consumers' medical discourse embedded in the consumption of oriental medicine and health functional foods. Despite the fact that both of oriental medicine and western medicine is legally accepted, people tend to recognize that accurate diagnosis is possible only in the latter. As the discourse that oriental medicine, compared with western medicine, has an auxiliary position is widely spreaded, the rivalry between herbal medicine and health functional foods come to be formed. And it led to a close correlation between the decrease of herbal medicine consumption and the growth of health supplement market. Herbal medicine is compared to red ginseng, one of the representative health supplement. Negative notion such as using an Asian herb from China and side effect of hepatotoxicity influences herbal medicine consumption. This study argues two conclusion. First, the correlation between the consumption of herbal medicine and that of health functional foods results from the discourse of scientific reconstruction, standardization, and commercialization all of which come from globalization discourse. Second, medical discourse embedded in these commodity, in the end, has impact on agricultural production.