The findings of this study are published in: Lazić, A., Petrović, M. B., Branković, M., & Žeželj, I. (2023). Quick natural cure-alls: Portrayal of traditional, complementary, and alternative medicine in Serbian online media. *Collabra: Psychology*, *9*(1): 82189. https://doi.org/10.1525/collabra.82189. Please cite accordingly. Contains datasets with results from a content analysis of *N* = 182 media articles and code to reproduce the analysis and figures. The **codebook** describing the variables is available at https://osf.io/ua62m/. ## Datasets ## - `wp1_raw-dataset.csv`, `wp1_raw-dataset.xlsx` is the raw dataset containing all 91 coded variables. - `wp1_all-tcam-practices-dataset.csv` is a subset of the raw dataset in which the variables *tcam_practice_01* through *tcam_practice_08* were stacked into a single variable - *tcam_practice*; variables *tcam_cat*, *tcam_folk*, *tcam_folk_type*, and *tcam_covid* were created in the same way; the dataset contains a list 289 traditional/ alternative/ complementary medicine practices extracted from all of the coded media articles; the names of the practices are in Serbian. - `wp1_effects-categorization.csv` contains two variables - *effect* and *category*; the *effect* variable contains parsed information from the *effect* variable of the raw dataset (where effects coming from the same media article were in the same cell, separated by a semicolon); the *category* variable contains the categories we identified in the effects; the dataset contains a categorized list of 386 health effects of traditional/ alternative/ complementary medicine practices extracted from 176 media articles that were positive in tone; the effects are listed in Serbian. ## Code ## - `wp1_frequencies.R` code written in R to reproduce the frequencies and percentages of all of the coded variables; also reproduces all of the values reported in the manuscript. - `wp1_frequencies.html`, `wp1_frequencies.Rmd` download and open the HTML file to read the results report without having to run the code; the R Markdown (.Rmd) file contains code to the knit the HTML report. - `wp1_appeals-fig2.R` code written in R to reproduce Figure 2 from the manuscript; the figure shows how many media articles with a positive tone (*N* = 176) used each of the communication appeals (*natural*, *holism*, *cause*, *tradition*, *innocence*, *warmth*, *disappoint*, *empower*, *convenient*) to promote traditional/ alternative/ complementary medicine practices. - `wp1_appeals-srp.R` code written in R to reproduce the figure from the lay summary available at https://osf.io/ph7ry; the figure presents the same results as the one described above but is in Serbian and is formatted differently.