A Study on the Communication of Traditional Chinese Medicine Discourse on YouTube under the National Strategy Background
Year: 2025
Type: article
Abstract: This study analyzes the dissemination of Traditional Chinese Medicine (TCM) discourse on YouTube since its promotion as a Chinese national strategy in 2016. The research aims to map the communication ecology by examining the characteristics of high-impact videos and audience reception. Employing a mixed-methods content analysis, the study investigates 140 high-view TCM-related videos (2016-2024) and their associated comments. Findings reveal a structural imbalance in discourse subjects. Communication is primarily led by non-governmental, North American-based individual prac-ti-tioners, while sources from China, TCM's cultural origin, are significantly un-derrepresented. Thematically, content is dominated by diagnostic and ther-apeu-tic practices, highlighting an audience focus on TCM's instrumental value. A key finding is a cognitive disconnect in narrative frameworks: Chi-nese-sourced videos often frame TCM as "civilizational heritage," whereas for-eign-sourced videos predominantly present it as "alternative therapy." Senti-ment analysis indicates predominantly positive audience reactions. However, analysis of comments shows a deeper "cultural discount," with audiences priori-tizing prac-tical techniques over philosophical foundations. The study concludes that TCM communication on YouTube is active yet con-tested, marked by a disparity in discursive power. Enhancing communica-tion effectiveness requires strategies that address this structural imbalance and bridge the framing gaps to foster deeper cross-cultural understanding.
Source: Health Medicine and Therapeutics
DOI: 10.63313/hmt.9010
Author: Yueyue Ping
Institution: Hangzhou Normal University
Language: English
Subfield: Health
Field: Social Sciences
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414536721