A Study on the Communication of Traditional Chinese Medicine Discourse on YouTube under the National Strategy Background

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 practi-tioners, while sources from China, TCM's cultural origin, are significantly un-derrepresented. Thematically, content is dominated by diagnostic and therapeu-tic practices, highlighting an audience focus on TCM's instrumental value. A key finding is a cognitive disconnect in narrative frameworks: Chinese-sourced videos often frame TCM as "civilizational heritage," whereas foreign-sourced videos predominantly present it as "alternative therapy." Sentiment analysis indicates predominantly positive audience reactions. However, analysis of comments shows a deeper "cultural discount," with audiences prioritizing 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 communication effectiveness requires strategies that address this structural imbalance and bridge the framing gaps to foster deeper cross-cultural understanding.