Image Construction of Traditional Chinese Acupuncture from the Framing Theory Perspective—A Case Study of Reports in The New York Times

Abstract

As an intangible cultural heritage of humanity, traditional Chinese acupuncture has gained increasing global influence in recent years. Prominent U.S. media outlets like The New York Times have played a pivotal role in its international dissemination, shaping both its media image and public perception. Adopting framing theory as the analytical lens, this study systematically examines the image construction strategies employed by U.S. mainstream media in portraying Chinese acupuncture across three dimensions: high-level themes, mid-level narratives, and low-level expressions. Specifically, it investigates how The New York Times constructs acupuncture’s image through its reporting.

The findings reveal that The New York Times frames a multidimensional image of acupuncture through thematic selection, emotional tone, and linguistic symbolism. These representations highlight acupuncture’s therapeutic value and cultural significance while reflecting its localized adaptation within Western societies. This research offers theoretical insights into how international media shape perceptions of Chinese culture and provides practical implications for optimizing the global communication strategies of traditional Chinese medicine.