International Journal of Social Science & Economic Research
Submit Paper

Title:
A Discourse-historical Analysis of Traditional Chinese Medicine’s Selfportrayal Media Image Construction

Authors:
Guo Huiyuan

|| ||

Guo Huiyuan
Northwestern Polytechnical University

MLA 8
Huiyuan, Guo. "A Discourse-historical Analysis of Traditional Chinese Medicine’s Selfportrayal Media Image Construction." Int. j. of Social Science and Economic Research, vol. 9, no. 10, Oct. 2024, pp. 4401-4409, doi.org/10.46609/IJSSER.2024.v09i10.029. Accessed Oct. 2024.
APA 6
Huiyuan, G. (2024, October). A Discourse-historical Analysis of Traditional Chinese Medicine’s Selfportrayal Media Image Construction. Int. j. of Social Science and Economic Research, 9(10), 4401-4409. Retrieved from https://doi.org/10.46609/IJSSER.2024.v09i10.029
Chicago
Huiyuan, Guo. "A Discourse-historical Analysis of Traditional Chinese Medicine’s Selfportrayal Media Image Construction." Int. j. of Social Science and Economic Research 9, no. 10 (October 2024), 4401-4409. Accessed October, 2024. https://doi.org/10.46609/IJSSER.2024.v09i10.029.

References

[1] . Van Leeuwen T, Wodak R. Legitimizing Immigration Control: A Discourse-historical Analysis[J]. Discourse Studies, 1999, (1):83-118.
[2] . Wodak R, Krzy?anowski M. Qualitative Discourse Analysis in the Social Sciences[M]. Basingstoke: Palgrave Macmillan, 2008.
[3] . Wodak R, Matouschek B. “We are dealing with people whose origins one can clearly tell just by looking” : Critical discourse analysis and the study of neo-racism in contemporary Austria[J]. Discourse & Society, 1993, 4(2): 225-248.
[4] . Wodak R, De Cillia R, Reisigl M, et al. The discursive construction of national identity [M]. Edinburgh University Press, 2009.
[5] . Wodak R. “Wir sind alle unschuldige Täter!”: diskurshistorische Studien zum Nachkriegsantisemitismus[J]. (No Title), 1990.
[6] . Wodak R., Meyer M. Methods of Critical Discourse Analysis[M]. London: Sage, 2009.
[7] . Chen Hanlin. Discourse-historical analysis: trends and prospects[J]. Modern Foreign Languages, 2023, 46(06):853-863.
[8] . Dong Wei; Zheng Lin; Xu Yin ; Zhou Dunhua. Overseas Communication of Traditional Chinese Medicine from the Perspective of Cross-Cultural Communication[J]. Journal of Nanjing University of Chinese Medicine (Social Science Edition), 2014, 15(04): 221-224.
[9]. Jiang Chenxue, Yan Xuanxuan. Contemporary Western scholars’ translation of traditional Chinese medicine and the construction and dissemination of the “other-self” image of traditional Chinese medicine[J]. Journal of Guangxi University for Nationalities (Philosophy and Social Sciences Edition), 2021, 43(01): 63-69.
[10] . Jiang Jibiao. Research on English translation strategies of TCM terms from the perspective of national image[J]. Chinese Journal of Basic Medicine of Traditional Chinese Medicine, 2021, 27 (11): 1802-1805.
[11] . Li Jingjing. Discourse historical analysis and the construction of Norway's national image: A case study of the Norwegian Prime Minister's speeches at the 70th and 71st UN General Assembly[J]. Foreign Languages, 2017, 33(03): 61-66.
[ 12] . Li Shuangyi. Research on the Discourse Construction of Traditional Chinese Medicine in British Mainstream Newspapers [D]. Zhejiang Institute of Media and Communications, 2016.
[13] . Li Yongan, Qu Qianqian, Lu Yan, et al. Research on Translation Strategies of Traditional Chinese Medicine's International Image [J ]. Western Journal of Traditional Chinese Medicine, 2020, 33(02): 149-151.
[14] . Liu Guowei. Research on the cross-cultural communication of traditional Chinese medicine in major English-speaking countries[D]. Shandong University of Traditional Chinese Medicine, 2013.
[15] . Qian Minjuan. Analysis of TCM reports and discussion of communication strategies in Australian media[J]. Journal of Traditional Chinese Medicine and Pharmacy, 2019, 25(09): 7- 10.
[16] . Shi Xingsong, Cheng Xia. Corpus-based study of corporate identity discourse in Chinese and American banks[J]. Modern Foreign Languages, 2021, 44(02): 170-182.
[17] . Sun Ya. Metaphor research based on the corpus tool Wmatrix [J]. Foreign Language Teaching, 2012, 33(03):7-11.
[18] . Wu Nan; Zhang Jingyuan. Discourse Construction Strategies of Corporate Institutional Identity in China and the United States[J]. Modern Foreign Languages, 2019, 42( 02):220-230.
[19] . Xiang Yunhua. Vienna School Discourse-Historical Analysis Method and Its Application in China[J]. Journal of Wuhan University (Humanities and Social Sciences), 2013, 66(01 ):104-108+129.
[20] . Yang Min; Fu Xiaoli. The process and value of corpus-based “historical discourse analysis” (DHA): Taking the discourse construction of the Hillary email scandal by the mainstream media in the United States as an example [J]. Foreign Languages ??(Journal of Shanghai International Studies University), 2018. ,41(02): 77- 85.
[21] . Yang Yiyi. Textual Analysis of Abe’s Political Discourse on North Korea in His Policy Speech from the Perspective of Discourse-Historical Analysis[J]. Northeast Asian Foreign Language Studies, 2017,5(02):31-35.
[22] . Ye Qing, Wu Qing. Corpus-based discourse analysis of traditional Chinese medicine reports in American media[J]. World Traditional Chinese Medicine,2015,10(4):619 -623.
[23] . Yu Hang, Wang Yuhang. Research on the external communication of the image of Chinese youth in the new era from the perspective of discourse historical analysis: Taking the Chinese youth news reports of China Daily from 2013 to 2020 as an example [J]. Hubei Social Sciences, 2023, (08): 156- 162.
[24] . Zhang Peng; Hou Fuli. A “discourse-historical” analysis of China’s corporate image in the Wall Street Journal[J]. Journal of Chongqing Jiaotong University (Social Science Edition), 2023, 23(04 ):91-103.
[25] . Zhao Haibin. Traditional Chinese Medicine Culture: Unique Value and International Communication[J]. People's Forum, 2023,(17):100-103.
[26] . Zhao Linjing .Discourse Historical Analysis: Perspective, Method and Principles[J]. Journal of Guangdong University of Foreign Studies, 2009, 20(03): 87-91.

ABSTRACT:
Culture strategy is an important component of the national strategic system. Entering the new era, Chinese government has been striving to promote Traditional Chinese Medicine (TCM) worldwide. Adopting the discourse-historical approach, the present study explores Chinese mainstream’s “self-portrayal” of TCM, investigating TCM related discourse from micro-leveled linguistic features, meso-leveled discourse strategies and macro-leveled themes, so as to delineate its media image in detail. After examining 361 reports from People’s Daily and China Daily, the study has found out that: (1) On the macro level, seven prominent topics have emerged. According to their level of exposure they are TCM disease prevention and healthcare services, TCM globalization, TCM administration, TCM scientific research, TCM professionals, TCM culture, and TCM industrialization. (2) On the meso and micro levels, three specific discourse strategies have been employed by the mainstream media with specific linguistic hints: strategy of nomination has been used to portray the diversity of TCM; strategy of predication has been used to assign positive attributions to TCM; and the strategy of perspectivation has played an important role in position media’s stance, which serves to present a holographic picture of TCM enjoying recognition from various respects.

IJSSER is Member of