The Study on External Publicity of English Websites of Universities of Chinese Medicine in Provinces and Cities Along the Belt and Road
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In the strategy of external communication and publicity of international education of Traditional Chinese medicine, it is of great significance to build the English websites of the Universities of Chinese Medicine, for overseas students and scholars could learn the Universities of Traditional Chinese Medicine more effectively and comprehensively so as to attract them to communicate and study. Under the framework of the all-round cooperative strategy of Traditional Chinese Medicine in the Belt and Road Initiative and guided by the theory of systematic functional linguistics and multimodal discourse analysis, this study employs quantitative and qualitative research methodologies to explore the construction of the English websites of 11 universities in provinces and cities along the Belt and Road (Shaanxi University of Traditional Chinese Medicine, Gansu University of Chinese Medicine, Heilongjiang University of Chinese Medicine, Changchun University of Chinese Medicine, Liaoning University of Chinese Medicine, Guangxi University of Chinese Medicine, Yunnan University of Chinese Medicine, Guangzhou University of Chinese Medicine, Zhejiang University of Chinese Medicine, Fujian University of Chinese Medicine and Shanghai University of Traditional Chinese Medicine), aiming to put forward suggestions for the standardization of websites’ optimization and external publicity strategy.
Systematic functional linguistics, Multimodal discourse analysis, University of traditional chinese medicine, English websites