Research On Chinese Medicine Discourse On International Media

As one of the representatives of Chinese culture,traditional Chinese medicine(TCM)has profound value and has also become a hot topic during COVID-19.However,due to the impact of modern medicine in recent years,TCM urgently needs to strengthen its global discourse power and promote its transition from nationalization to internationalization.As a result,coverage of TCM by domestic and foreign media,as a discourse practice,is of great significance in promoting human health and the internationalization of TCM.To understand the global communication status of TCM discourse on international media,this thesis focuses on CGTN’s You Tube account and takes COVID-19 as a time boundary.Then this thesis utilizes Cultural Discourse Studies to analyze CGTN’s TCM discourse,exploring its discourse characteristics and historical and cultural relationships.It is expected that this thesis will provide instructions for the globalization goals of TCM discourse on international media and future actions for public health emergencies.First of all,this thesis defines discourse and TCM discourse before classifying and analyzing the sample data,using the analytical framework of Cultural Discourse Studies.The thesis finds that,in terms of discourse subject,multiple and heterogeneous subjects contribute to the construction of the discourse network of TCM,with authoritative and representative identity characteristics promoting the construction of discourse authority.In terms of discourse content,the content emphasizes "Chinese Experience" of anti-epidemic through TCM.The videos are in English.They are mostly self-made short videos.A long video may be intercepted into several short videos.In terms of discourse effect,the number of views,likes,and comments peaks during the outbreak of COVID-19.Comments present a positive attitude of the discourse object,as well as the reprinting behavior of other media broadens the scope of discourse and reversely constructs discourse authority.In terms of the cultural aspect of discourse,CGTN’s TCM discourse demonstrates the combination of nationalization and globalization,reflecting the distinct and interactive relationship between TCM and modern medicine.The interactive relationship is primarily manifested as competition and cooperation.In terms of the historical aspect of discourse,there has been a trend of quantitative changes in "falling-rising-falling".TCM discourse also represents the reflective characteristics in its diachronic process.The cultural nature,interactivity,and social constructiveness of discourse permeate into the practice of CGTN’s TCM discourse.Guided by the goal of internationalizing TCM,the practice of TCM discourse on the CGTN You Tube account guides the international media and has become an example of responding to public health emergencies in the future.This thesis hopes that TCM and modern medicine can work together to build a community of common health for mankind.