Research on the Visual Rhetoric of Traditional Chinese Medicine Culture in International Sports News

Author：RAN Zaiyang, YE Qing, WANG Xiumei

Unit：Beijing University of Chinese Medicine, Beijing 102488, China

Quote：引用：冉再洋，叶青，王秀妹.国际体育新闻中的中医药文化视觉修辞研究[J].中医药导报,2025,31(11):1-8.

DOI：10.13862/j.cn43-1446/r.2025.11.001

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Abstract：

This study took the pictures of traditional Chinese medicine (TCM) in the news reports of global sports events on Chinese international news websites since 2008 as the research object. Based on visual rhetoric and by applying semiotic analysis, it explored the metaphorical and imagistic features of news pictures of TCM in visual narration. The study found that visual metaphors presented the global, inheritable and historical characteristics of TCM from the dimensions of space, culture and time. Through the visual imagery of technology, onlookers and wonders, TCM was endowed with the images of keeping pace with the times, being recognized worldwide, and being broad and profound. In the future, the news of TCM should improve the use of visual rhetoric, innovate visual narration strategies, optimize visual communication effects, and promote the international dissemination of TCM.

Key words：international dissemination of TCM; visual rhetoric; international sports events

摘要：以中国国际新闻网站自2008年以来在世界体育赛事报道中发布的中医药新闻图片为研究对象，基于视觉修辞学，运用符号学分析法，探讨国际体育新闻中中医药图片在视觉叙事中的隐喻和意象特征。研究发现，视觉隐喻从空间、文化、时间等维度呈现中医药全球性、传承性、历史性等特征，以科技、围观、奇观的视觉意象塑造中医药与时俱进、世界认同、博大精深的形象。未来，中医药新闻应完善视觉修辞运用，创新视觉叙事策略，优化视觉传播效果，促进中医药国际传播。

关键词：中医药国际传播；视觉修辞；国际体育赛事

Release time：2025-11-29

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