Traditional Chinese Medicine: Communicating Informational and Symbolic Functions in the Linguistic Landscape

ABSTRACT

While dissemination of information is a key function of health communication, signage at medical facilities has other functions: signs can be a type of marketing (e.g., services offered), can promote credibility and inspire trust, can exacerbate or ameliorate social inequalities and can provide educational opportunities. All of these functions are influenced by cultural, contextual and social factors as evidenced by a linguistic landscape (LL) perspective. Traditional Chinese medicine (TCM) is a particularly instructive case for considering the functions of signage in healthcare LL as it has a strong cultural component from its historical Chinese roots, but its practice has been popularized around the globe in recent years. Given the role of TCM as a main or complementary medical treatment and healthcare option, this study investigates TCM LLs as sites of healthcare communication. Specifically, we analyze a set of 1,659 signs from two TCM hospitals in a multilingual, ethnic minority region of China as a case study which can be useful for healthcare providers when considering their own use of LL. We describe the way language and other sign features are used for informational, symbolic and other functions, showing how explicit communication channels as well as implicit ideological channels can impact healthcare communication. We discuss these findings in light of the need for healthcare communication which is sensitive to stakeholder needs.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1. Holism, Wu Xing (five elements/five directions/five agents), and Yin-Yang are part of the fundamental theory and philosophy of traditional Chinese medicine. As found in The Book of Changes, holism refers to the traditional Chinese notion that all parts of the cosmos belong to one organic whole. Five directions or Wu Xing, involve metal, wood, water, fire and earth, aligning with the human organic system, i.e., the lung, liver, kidney, heart, and pancreas. Yin-Yang represents the two polarities of cosmic forces as well as feminine and masculine energies. The union of opposites of Yin-Yang performs a constant balancing act would establish the health of an individual, while a state of imbalance suggests an unhealthy condition (Hon, 2019).

2. Chen and Li (2005) indicated the number of languages used in Guangxi to be about 13, not including the subdialects and unidentified languages.

3. Zhuang is a group with authorized minority language (both spoken and written). The review on support for Zhuang and other language use in Guangxi can be found in Y. Wu et al. (2023).

4. Retrieved June 13, 2022 from http://www.365135.com/guangxi/nanning.shtml.

5. The region was first established in 1953. Subsequently, due to name changes and integration of Qingxiu District was established in 1979. Retrieved June 13, 2022 http://www.qingxiu.gov.cn/qxrd/zjrd/rdjj/t2345404.html.

6. Retrieved 13 June 13, 2022 from http://www.365135.com/guangxi/nanning/12428.shtml.

7. http://www.gxzyy.com.cn/introduce/.

8. http://www.gxgjzy.com/introduce/.

9. According to the National Health Commission of China (NOH), hospitals in China can be divided into three classes and 10 grades. Grade A Class III is only second to Grade A+ hospitals. Retrieved May 21, 2022, from http://www.nhc.gov.cn/cms-search/xxgk/getManuscriptXxgk.htm?id=53206.

10. Li Shizhen (1518–1593), a Chinese acupuncturist, herbalist, naturalist, pharmacologist, physician and writer in Ming dynasty who authored the Compendium of Materia Medica [本草纲目]. Retrieved June 14, 2022, from http://tv.cntv.cn/video/C32483/146aea26a36b4e83ace1759c24c10550.

Additional information

Funding

The first author received funding from the National Social Science Fund of China (Youth Project), project No. 23CYY028. Analysis and revisions were sponsored by the National Office of Philosophy and Social Sciences [全国哲学社会科学工作办公室].