ADAPTING AND PROMOTING TRADITIONAL CHINESE MEDICINE IN INTERNATIONAL SPORTS ARENAS: CULTURAL TRANSMISSION AND ACCEPTANCE

Abstract

The global expansion of Traditional Chinese Medicine (TCM) in the sports sector highlights a unique intersection of cultural exchange and healthcare practices. This study explores the dynamics of TCM's cultural dissemination and integration into the global sports community from the perspectives of cultural anthropology and media influence. Focusing on the process of cultural adaptation—indigenizing popular culture, the world system of images, and transnational consumption—this analysis clarifies the relationships between the methods of international communication of TCM and its economic and cultural manifestations in the sports industry. Our findings emphasize the pivotal role of mass media as a primary vehicle for the promotion and education of TCM in sports across different cultures. The diversity in localization strategies reveals a dual nature: while TCM is often embraced in various forms, it sometimes faces resistance due to cultural and medical skepticism. Despite these challenges, there is a notable deepening of economic and cultural exchanges facilitated by an increasing acceptance of TCM practices within the international sports arena. The study concludes that an accurate understanding of the cultural construction and reconstruction involved in the international dissemination of TCM is crucial. It is imperative to foster a continuous and proactive cross-cultural spread of TCM, ensuring its integration into global sports practices not only enriches athletic health care but also promotes broader cultural appreciation and acceptance of TCM.