Narrative Approaches to TCM in Chinese and English News Coverage Post-Pandemic

This study focuses on the narrative approaches to TCM in Chinese and English news coverage during the post-pandemic era. By employing text mining, case analysis, and comparative research methods, it identifies differences in narrative paths between domestic and international media. Domestic media highlight three core themes: “scientific verification”, “cultural inheritance” and “preventive healthcare”. By doing so, TCM is framed as a national symbol integrating scientific validity and cultural influence. These narratives showcase TCM’s role in pandemic treatment and China’s “Healthy China 2030” strategy. International media present a “mixed perspective”. While acknowledging TCM’s potential efficacy and unique cultural value, they exhibit a tendency toward “Othering” narratives due to limited scientific evidence, safety concerns, and cultural differences. The study argues that in TCM-related reporting, domestic media strengthen TCM’s national identity attribute by linking its historical, scientific, and cultural characteristics. International media, however, focus on controversial topics, emphasizing conflicts between Eastern and Western medical systems. Through comparative research, this paper clarifies the role of media as cultural intermediaries in the globalization of TCM and offers insights for enhancing its international communication.

Keywords: Traditional Chinese Medicine (TCM), Narrative Approach, Post-Pandemic Era, Domestic and International Media, Cultural Differences.