Traditional medicine is an often neglected, misunderstood, and maligned aspect of the health care system especially in the third world. However, even in the most advanced cosmopolitan cities, residues of the practice subsist. In the past one and a half decades, national and global interests in the field have surged. This monograph examines in depth, the coverage and portrayal of traditional medical practice in a third world setting. It captures the perception of traditional medicine among journalists. By so doing, this monograph helps to address the paucity of scholarly studies on the contributions of the print media to the development of traditional knowledge systems. It provides the opportunity of creating awareness and generating a more crisp understanding of the traditional medical practice in a developing economy. Health policy makers, health care professionals, social service experts, as well as health, medical and media researchers in the field of complementary and alternative medicine are bound to find this monograph inviting, exciting, and revealing.