Mediatized Cognitive Construction in the International Communication of TCM Culture: A Digital Era Perspective

Abstract

This study employs cultivation theory as an analytical framework to investigate how digital technology optimizes the international communication of Traditional Chinese Medicine (TCM) culture. By examining the interplay between symbolic narratives and cognitive frameworks, the research systematically analyzes how digital media constructs a “symbolic reality” through persistent storytelling mechanisms, exemplified by social media campaigns and interactive educational content. Specifically, it reveals the logic of cultural meaning reorganization during mediatized cognitive shaping, particularly in reconciling TCM’s holistic philosophy with Western biomedical paradigms. Through deconstructing systemic biases in digital platforms, such as algorithmic marginalization of TCM content on YouTube, the study identifies critical gaps in symbolic reality construction. To address these challenges, targeted cognitive intervention strategies are proposed to guide international audiences in adaptively reconstructing their understanding of TCM, thereby transforming skepticism into informed acceptance. Ultimately, this work contributes to cross-cultural communication theory by redefining digital media’s role in legitimizing traditional knowledge systems, while providing actionable strategies for inclusive global health discourse.