Abstract

This study aims to explore the differences in image of personnel related to traditional Chinese medicine (TCM) between Chinese and Western mainstream media. Employing Fairclough’s three-dimensional critical discourse analysis (CDA) model and TCM Social Image Evaluation Index System, it analyzes the linguistic characteristics of high-frequency words and collocation with corpus methods. The findings reveal Chinese media’s emphasis on the management role and Western media’s focus on the alternative or marginalized status of TCM-related personnel. Chinese media portray TCM medical personnel as experienced and professionally excellent, while Western media tend to question their reliability, positioning them as supplementary to mainstream medicine. A certified, professional and reliable image of TCM health care personnel is painted by Chinese media, as opposed to the illegal practices among acupuncturists highlighted by Western media. Chinese media present TCM experts as integrated and top-notch professionals, whereas Western media may critique their viewpoints. TCM administrators are characterized by precision and authority in Chinese reports, contrasting with the negative depiction in Western media. Last but not least, Chinese patients are generally trustful to TCM more than their Western counterparts. The above differences are deeply rooted in the ideological stances of the media outlets.

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