International Communication Discourse Practices of Traditional Chinese Medicine and the Shaping of National Image against the Backdrop of the "Belt and Road Initiative"—Take China Daily Website as an Example

Against the backdrop of the "Belt and Road Initiative (BRI)", this study employs corpus critical discourse analysis to analyze 13533 English-language articles on traditional Chinese medicine (TCM) from the China Daily Website from 2013 to 2025, revealing that the international communication traits and image shaping of TCM. The findings show that TCM international communication is characterized by phased growth and differentiated development priorities. Its key thematic hotspots include China, development, government, TCM, global health, economy, trade, scientific research, education and culture. The findings demonstrate that TCM has successfully shaped a triple national image of China: contributor in global health governance, practitioner of scientific innovation and pioneer of cultural exchange and mutual learning through a discursive strategy integrating clinical priority, inheritance and innovation, and cultural narratives. This research provides novel methodological insights for cross-cultural communication and national image studies. The conclusion offers a methodological and empirical reference for the research of cross-communication and national image, and an implication for advancing the international dissemination of Chinese culture.