Do Journalists who Write about Health Know what it means 'Humanization of Health Care'?

In Brazil, initiatives about Humanization in health care can be indentified since the 90's, but gained weight through the National Program for Humanization of Hospital Care, later on amplified by National Politics of Humanization. The objective of this article is to identify the perception of Humanization by some journalists that write in Sao Paulo about Health in important media, and what is, in their opinion, a humanized health care. The analysis on the collected material was based on Bioethics theoretical frameworks, according to the approach of authors like Pellegrino and Thomasma (Virtue Ethics and Beneficence) and Beauchamp and Childress (Principialism). Results: The respondents still associate the Humanization to its first initiatives, linked to childbirth and prenatal care, in addition to volunteering; they ignore the existence of a structured policy on the topic: nobody mentioned the PNH; the doctor is considered as an essential figure for Humanization of assistance and, for this reason, should be virtuous; they wish that care had an integral (holistic) character.