Author(s)

Wancheng He ¹, Jingyi He ¹, Xinyu Zuo ¹

Affiliation(s)

¹ Hunan Normal University, Changsha, China

Corresponding Author

Wancheng He

ABSTRACT

This study conducts a textual analysis of classic cases of Traditional Chinese Medicine (TCM) acupuncture short videos to explore their characteristics and patterns in internet communication, and interprets them in combination with relevant communication theories. The research finds that TCM acupuncture short videos achieve the integration of traditional culture and modern communication methods through forms such as experiential vlogs, acupuncture treatment recordings, and science popularization oral broadcasts, effectively enhancing the communication effect and influence of TCM acupuncture culture.

KEYWORDS

Traditional Chinese Medicine (TCM) acupuncture; short video; textual analysis; communication studies

CITE THIS PAPER

Wancheng He, Jingyi He, Xinyu Zuo, Textual Analysis of Classic Cases of Traditional Chinese Medicine (TCM) Acupuncture Short Videos: Communication Strategies and Theoretical Interpretation. Media and Communication Research (2025) Vol. 6: 7-13. DOI: http://dx.doi.org/10.23977/mediacr.2025.060302.

REFERENCES

[1] Chen, N. (2018). How to make case-based reports stand out: On the writing skills of case-based TV news. Audiovisual, (7), 131–132.
[2] Fu, R. (2002). The origin, theoretical framework, and application of agenda-setting. Modern Communication, (6), 131–133.
[3] Guo, H. N. (2006). Research on the "pseudo-environment" constructed by China's mass media. Sichuan University.
[4] Jing, Q. C. (2023). Dilemmas and breakthroughs in the short video communication of TCM culture. Shandong Normal University.
[5] Lai, Y. (2018). A study on short video social applications based on the uses and gratifications theory: Taking Douyin as an example. Youth Journalist, (24), 82–83.
[6] Liu, Y. Y., & Wu, X. (2020). Exploration of new paths for the communication of TCM culture in the era. Chinese Medical Ethics, 33(3), 304–308.
[7] Ning, H. L. (2018). Research on the integrated communication of "excellent Chinese traditional culture + short video". Modern Communication (Journal of Communication University of China), 40(6), 135–138.
[8] Peng, L. (2019). Short videos: The "transgenic" and re-cultivation of video productivity. Journalism Circle, (1), 34–43.
[9] Rogers, E. M. (1962). Diffusion of Innovations. Free Press.
[10] Shi, J. M. (2020). Research on the expression of health communication short videos. Anhui University.
[11] Sui, Y., & Liu, M. Q. (2018). Content characteristics and governance of video blogs (Vlogs). Study and Practice, (11), 61–67.
[12] Xiao, Y. T. (2016). Research on the realistic dilemmas and communication paths of the international communication of TCM culture. Heilongjiang University of Chinese Medicine.
[13] Wu, Y. M. (2000). Research fields and practical concerns of cross-cultural communication. Journal of Shenzhen University (Humanities and Social Sciences), (1), 75–81.
[14] Zhang, H., & Li, X. (2021). Research on the modern transformation of traditional culture on short video platforms. Modern Communication, 43(5), 112–118.
[15] Zhou, C. L. (2017). Research on the influencing factors of short video diffusion based on the innovation theory theory. South China University of Technology.

Sponsors, Associates, and Links

---

• Journal of Language Testing & Assessment
  
  
• Information and Knowledge Management
  
  
• Military and Armament Science
  
  
• Journal of Human Movement Science
  
  
• Art and Performance Letters
  
  
• Lecture Notes on History
  
  
• Lecture Notes on Language and Literature
  
  
• Philosophy Journal
  
  
• Science of Law Journal
  
  
• Journal of Political Science Research
  
  
• Journal of Sociology and Ethnology
  
  
• Advances in Broadcasting