The Characteristics and Strategies of TCM Discourse Model in Higher Education in Hong Kong

Traditional Chinese medicine culture is an important part of Chinese culture. Studying the discourse mode of traditional Chinese medicine is an important way to promote Chinese culture to go global and enhance the influence of Chinese culture. The profile of colleges and universities is the official statement of the organizational identity of colleges and universities. It is an important medium for colleges and universities to convey and promote their positive image, spread discipline culture and affect the public, especially specific stakeholders. Using the Discourse-historical Approach method of Critical Discourse Analysis, this paper selects the School Profile and the Director’s Message in the official websites of the School of Chinese medicine of the University of Hong Kong, the School of Chinese medicine of the Chinese University of Hong Kong and the School of Chinese medicine of the Hong Kong Baptist University as cases to analyze the characteristics and strategies of the discourse mode adopted by the college in constructing its organizational identity and disseminating traditional Chinese medicine culture. It is found that the introductions use a variety of discourse means, such as diversified attitude evaluation, effective naming structure , predicate structure, and “Bi-literacy and Tri-lingualism” discourse mode, and construct a positive and rich image of the school: It has a long history of development and orderly inheritance; It has sound teaching courses and complete system; It has a wide range of influence and fruitful results in the dissemination of traditional Chinese medicine culture; It has made fruitful achievements in cultivating Traditional Chinese Medicine (TCM) talents with international vision, and a large number of elites have emerged.