Author(s)

ZhiYuan Yang

Affiliation(s)

School of Journalism and Media, Southwest University, Beibei 400799, Chongqing, China.

Corresponding Author

ZhiYuan Yang

ABSTRACT

From Susan Sontag's critique of the metaphors of tuberculosis, cancer, and AIDS to the fact that "stroke" has become the leading cause of death in China, the focus of disease metaphors has been shifting and changing. With the innovation and development of new media technology, "stroke" has been continuously constructed in the context of short videos, giving rise to new types of metaphors, which have been continuously shaped and strengthened with the progress of society and changes in media ecology. This study focuses on the text of "stroke" short videos and adopts Fairclough's framework of critical discourse analysis. At the textual level, it covers the two dimensions of vocabulary usage and textual structure to reveal the discourse mode of "stroke" short videos in the discourse of disease; at the level of discourse practice, it analyzes the user stickiness of the short videos through the user's critical discourse analysis. At the discourse practice level, we analyze the deep-seated motives of the formation of the "stroke" short video metaphor and its dynamic evolution through the analysis of user stickiness, the exploration of communication misunderstandings and the study of the phenomenon of communication generalization in a multi-dimensional way; at the social practice level, we reveal the discourse power structure behind the metaphor of "stroke" short video, and the discourse structure of "stroke" short video. At the level of social practice, the study reveals the discursive power structure behind the "stroke" short video metaphor, and puts forward a critique of the distortion of information dissemination on short video platforms. At the same time, this study explores the potential impact of such metaphors on the power structure of public health awareness, providing a new paradigm for understanding the social impact of disease metaphors in the new media environment.

KEYWORDS

Stroke; Short videos; Metaphors of illness; Critical discourse analysis

CITE THIS PAPER

ZhiYuan Yang. What are disease metaphors? a critical discourse analysis of the health communication of "stroke" in short videos. Trends in Social Sciences and Humanities Research. 2024, 2(6): 15-22. DOI: 10.61784/tsshr3053.

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