Abstract

Traditional Chinese medicine culture is animportant part of Chinese culture. Studying the discourse modeof traditional Chinese medicine is an important way to promoteChinese culture to go global and enhance the influence ofChinese culture. The profile of colleges and universities is theofficial statement of the organizational identity of colleges anduniversities. It is an important medium for colleges anduniversities to convey and promote their positive image, spreaddiscipline culture and affect the public, especially specificstakeholders. Using the Discourse-historical Approach methodof Critical Discourse Analysis, this paper selects the SchoolProfile and the Director’s Message in the official websites of theSchool of Chinese medicine of the University of Hong Kong, theSchool of Chinese medicine of the Chinese University of HongKong and the School of Chinese medicine of the Hong KongBaptist University as cases to analyze the characteristics andstrategies of the discourse mode adopted by the college inconstructing its organizational identity and disseminatingtraditional Chinese medicine culture. It is found that theintroductions use a variety of discourse means, such asdiversified attitude evaluation, effective naming structure ,predicate structure, and “Bi-literacy and Tri-lingualism”discourse mode, and construct a positive and rich image of theschool: It has a long history of development and orderlyinheritance; It has sound teaching courses and complete system;It has a wide range of influence and fruitful results in thedissemination of traditional Chinese medicine culture; It hasmade fruitful achievements in cultivating Traditional ChineseMedicine (TCM) talents with international vision, and a largenumber of elites have emerged.