A Corpus-Assisted Discourse Analysis on Constructing the Global Image of Traditional Chinese Medicine

Abstract

The construction of Traditional Chinese Medicine’s (TCM) international image relies heavily on the discursive practices in news reporting. This study, through in-depth discourse analysis, uncovers the cultural codes and value logic embedded in media narratives, providing insights into TCM’s global communication. Using a corpus-assisted Harmonious Discourse Analysis (HDA) approach, this research applies Appraisal Theory’s Attitude subsystem to analyze TCM-related texts from China Daily, revealing the constructed cultural image of TCM. Findings indicate that China Daily’s coverage highlights the TCM philosophy of “harmony between humans and nature,” aligning with HDA’s human-centered assumption and principles of conscience, proximity, and constraint. The discourse constructs TCM’s multifaceted image as a cultural heritage guardian, scientific practitioner, global health contributor, ecological ethics advocate, and regulator in global systems.