| Traditional Chinese medicine(TCM)in China has a long history and vitality.While constantly enriching and developing itself,it has gradually spread all over the world.Since the covid-19 epidemic,TCM is booming in an unprecedented breadth and depth all over the world,which will also become a historical opportunity to refresh its international image.Through analysis of the three themes-overseas communication of TCM,media image,the construction of TCM media image,the author determines the topic selection and research scheme.Combining TCM,online English news reports and media image theory,the paper further refine the previous research in relevant fields,promotes the practice of external news communication of TCM,and provides help for shaping a good international image of TCM.Firstly,based on chinadaily.com.cn,China’s mainstream network media of international communication,the author collects a total of 296 English news reports on TCM,ranging from 2018 to 2021.Combining the content-analysis method with specific examples of reports,the paper describes and analyzes the basic characteristics as well as the content characteristics of the TCM news report in terms of number,form,length,genre,source,position and theme.Furthermore,the paper summarizes the trend of TCM media image,which is the "valuable treasure of Chinese culture-the secret recipe for fighting against covid-19-the world’s "China Solution" in the three periods of pre-epidemic,in-epidemic and post-epidemic.In addition,the author finds that the value of media image construction of TCM on chinadaily.com.cn is mainly reflected in three aspects:improving public acceptance of TCM,showing the TCM cultural wisdom to the world,and stepping up the pace of TCM globally.However,at present,the website still has some shortcomings,such as the limited communication means,the lack of audience awareness and the shortage of professionals,which impede the improvement of the positive international public opinion environment and TCM image through China’s external news media.Finally,the author believes that chinadaily.com.cn should take the initiative to promote the integrated media concept,realize audience-targeted communication,and cultivate professionals in journalism and communication.The author expects that the study can provide helpful strategies for chinadaily.com.cn and other similar domestic media,including actively guiding public opinion and telling stories of TCM,so that more and more overseas audiences can learn about TCM,understand TCM and step closer to TCM through China’s news media. |
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