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

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.