VIRTUAL London Heritages Conference
Abstract
Acupuncture and moxibustion, recognized as Intangible Cultural Heritage by UNESCO in 2011, have become prevalent topics in the digital sphere. This study conducted a comparative analysis of how these practices were portrayed and discussed on the global platform Reddit and Chinese platform Zhihu, analyzing data extracted from 2022-2023. The sample included 899 Zhihu posts with over 5,000 comments and 642 Reddit posts with more than 3,000 comments. Topic modeling, sentiment analysis, and lexical analysis were employed to examine themes, language use, and sentiment. Findings revealed distinct patterns in online discussions. Zhihu focused on traditional Chinese medical theory, history, and integrative applications, using technical terminology and a more balanced sentiment. In contrast, Reddit discussions centered more on personal experiences, scientific research, and debates about efficacy and mechanisms, utilizing more colloquial language and exhibiting a more polarized sentiment. Key themes identified included TCM principles, pain management, mental health, and comparisons to Western medicine. Sentiment analysis showed Zhihu users expressing a mix of reverence and critical analysis, while Reddit users displayed diverse positive and negative sentiments. Lexical analysis highlighted Zhihu‘s use of traditional Chinese medical terminology versus Reddit’s mix of layman’s terms and technical jargon. The study underscores cultural differences in framing these practices: Zhihu users viewed as integral to healthcare, while Reddit users often portrayed them as complementary therapies. To promote the Intangible Cultural Heritage practices, fostering a balanced discourse bridging TCM and Western perspectives is crucial, leveraging social media to address diverse audiences’ needs and concerns. Note: This work is supported by China Guizhou Province Philosophy and Social Science Youth Project ‘New Media Diffusion and Impact of Traditional Chinese Medicine Culture” (21GZGX24).
Meng Chen, PhD (University of California, Davis), is an Associate Professor at Shanghai Jiao Tong University. Prior to this, she was an Assistant Professor at Webster University in Vienna (Austria) from 2019 to 2021. Chen’s research interests include health communication, cross-cultural communication, and information behavior in new media. She obtained her doctoral degree in Communication from the University of California, Davis. Chen’s work has appeared in communication and public health journals, such as Communication Research, Health Communication, etc.
Jilong Wang, PhD, is a Professor in the Department of Journalism and Communication at Shanghai Jiao Tong University. His research focuses on cross-cultural communication and new media studies.
Xinzhu Wu is a PhD student at the School of Media and Communication, Shanghai Jiao Tong University. Her research interests include environmental communication, health communication, and embodied communication.
Ke Liu is a master’s student at the School of Media and Communication, Shanghai Jiao Tong University. Her research interests encompass information behavior in new media and cross-cultural communication.